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Framework and brief - Young teens about to quit
This document outlines a communications framework for Playground Sessions from November 2012 to October 2013. The goal is to get 750,000 qualified visitors to the Playground Sessions site with a conversion rate above 0.75%. The target audience are teens aged 13-17 who use cell phones, play games, and are active on social media. The key message is to encourage teens to not give up on their dreams and learning by making it fun. Success will be measured by increased engagement on the Facebook page and app like more people playing games and completing missions with fewer people quitting.
Framework and brief - Young teens about to quit
- 1. Product Timeframe Playground Sessions November 2012 - October 2013 What is the business problem or opportunity? 750,000 qualified visitors (conversion rate > 0.75%) to the Playground Sessions site in the next 12 months Who is our audience and what engages them? People between 13-17 who have cell phones, likes games and are active on social media. So, mobiles, games and social media What is the single thing to communicate? Don´t give up. Learning can be cool and fun! Why should people believe and be interested in this? If you have the chance to keep chasing your dream to learn how to play an instrument, it´s because you have a dream. And Playground Sessions can help you! If it´s to get a girl, a job, or impress your friends. It doesn´t matter that what is your dream. You have a dream. So let´s keep it up together. What will success look like? More people playing the game and the missions on the Facebook page and app. More visitors. Less quitiing. More epicness.
- 2. COMMUNICATIONS FRAMEWORK CURRENT CONSUMERBEHAVIOR DESIRED RESPONSE About to quit teens Keep them playing Social media Cell phones PHASE 1 PHASE 2 PHASE 3 To give you the extra motivation to Look how far and cool other have Compete against you and others keep going gone in a cool game Playground Sessions can help you It´s easier to trust real life stories Learning with Playground become the musician you want than a company Sessions can be fun MEDIA MEDIA MEDIA Social Media Social Media Social Media iOs and Android apps