This is a presentation for Gray Matters Games to assist them in boosting their digital marketing efforts.

1. GRL PWR
Recommendations

2. Mission
To engage and inform GMG’s target audience of Office Decathlon’s purchase-
worthy qualities with the “Show Them Who’s ____” Campaign.
SHOW THEM WHO’S _______
withKKKKKKKKOffice
Decathlon
The posts will be shareable, interactive, entertaining, and reflect the benefits
Office Decathlon provides in the workplace.

3. Target Audience
Human Resource Professionals
● Main objective is to facilitate and monitor
team bonding and employee relations
● Real teamwork building is about
developing skill sets
● Enable participants to collaborate better
● How to handle difficult situations
● How to communicate better, manage
conflict, or understand the skills and
talents that everyone brings to the table”
Important for GMG to advertise Office Decathlon as
a practical, yet engaging and fun solution to solve
the HR professionals’ problems related to team
building.
Woodward, N. H. (2018, April 11). Make the Most of Team Building. Retrieved
from https://www.shrm.org/hr-today/news/hr-magazine/pages/0906woodward.aspx

4. Target Audience
Entry-Level Workers
● Needs to be integrated into workplace,
eager to develop skills and create
connections with co-workers
● They will care about each other as
individuals,
● Lead to a greater sense of belonging and
loyalty for everyone
● Increased trust and communication
amongst team members
GMG must highlight what features of the game
actually create the end result of stronger
relationships, trust, and communication, like the
game options to play in pairs or teams.
Keinath, S. (2018, October 2). Why is team building so important? Retrieved from
https://www.canr.msu.edu/news/why_is_team_building_so_important

5. Show ‘Em Who’s _____ Campaign
● Stencil provided by GMG for audience:
● Users can customize
○ Photo
○ Specific Name/Title
○ Adjective
● Users can share photo post before
video of gameplay

6. Show ‘Em Who’s _____ Campaign (Cont.)
● GMG posts example with their own
employee
● Posts blank template with original post
● Challenges users to save/screenshot
template to make their own posts
○ Nominate themself or a coworker playing the
game
Joe Barron
Head of Game
Design and
Operations
Hard-Working

7. Show ‘Em Who’s _____ Campaign (Cont.)
● Post related hashtags:
○ #OfficeDecathalon
○ #TeamBuilding
○ #GrayMattersMonday
○ #ShowThemWhosBoss
● Users who share template, video, and
uses all hashtags gets the chance to
○ Be showcased on GMG social media
○ Discount to GMG Games
Jenna
Kowalzyk
Starbucks Barista
A Team Player

8. Use Humor to Build a Community
A brand voice helps
keep posts consistent,
even if several people
are posting.
“You want to define
a brand voice that
connects and
resonates with your
audience”
Decker, A. (n.d.). The Ultimate Guide to Branding in 2020. Retrieved from https://blog.hubspot.com/marketing/branding

9. Implement Style Guide
Fonts For Content:
Shadows in Night - Primary
Montserrat - Secondary
#ee086e#f5a02d
#00afa0
Hashtags:
#OfficeDecathalon
#ShowThemWhosBoss
#GrayMattersMonday
#TeamBuilding
#fcf3c6
Primary Color
Secondary Colors
Background Colors

10. Channel Plan
HR Professionals
“With technology research firm Gartner predicting that
40 percent of global Fortune 1,000 companies will
soon use gamification as primary method to
transform their business processes, 2013 saw a
number of them leveraging game mechanics as a tool
to drive higher levels of business performance.”
HR Professionals & Entry-Level Workers
“According to a Microsoft survey of 9,000 workers
across 32 countries, 31 percent would be willing to
spend their own money on a new social tool if it made
them more efficient at work.”
Meister, J. (2017, January 3). The Future Of Work:
Why Social HR Matters. Retrieved from
https://www.forbes.com/sites/jeannemeister/2014/01/
06/the-future-of-work-why-social-hr-
matters/#69cf674bd06a
● Needs to retain the fun, humourous voice of campaign
● Still remain credible and reliable as a company/product
○ Detailed, informative post descriptions
○ Answer inquiries in a quick manner

11. Channel Plan
Entry-Level Workers
● 44% of 18–24 year olds use Twitter
● 31% of 25–30 year olds use Twitter
Entry-Level Workers
● 75% of 18–24 year olds use Instagram
● 57% of 25–30 year olds use Instagram
Meister, J. (2017, January 3). The Future Of Work:
Why Social HR Matters. Retrieved from
https://www.forbes.com/sites/jeannemeister/2014/01/
06/the-future-of-work-why-social-hr-
matters/#69cf674bd06a
● Catch attention of young, entry-level workers with jokes, memes, and
relatable content
● Utilize campaign’s hashtags
● Interact and feature campaign participants

12. Content Strategy
● Office Decathlon Posts across all social media
○ #GrayMattersMonday
● Mixed content for Office Decathlon posts:
○ Original post with example and
explanation of campaign/prizes
○ Feature participants of campaign
○ Videos of gameplay
○ Snapshots of cards
○ Memes related to gameplay
Joe Barron
Head of Game
Design and
Operations
Hard-Working
All descriptions should contain
○ the 4 campaign hashtags
○ call to action to check out game and
home website

13. Content Strategy (Cont.)
Other Posts on Social Media:
○ Volunteer/Philanthropy Events for
Alzheimer's
○ Promotions for Other GMG Games
○ Accomplishments/Events of GMG
○ Store of the Week
○ Utilize hashtags of games and GMG
All descriptions should contain:
○ Relevant Hashtags
○ Call to Action/Question Posed for
Comments & Interaction
○ Referral to GMG Website and/or Game

14. Content Calendar
Campaign
Key for
Easy
Reference

15. Gantt Chart Tasks
When To
Post

16. Social Monitoring
Tracking content and information across websites,
blogs, and other social mediums to understand what
people are saying about GMG and Office Decathlon
Importance:
● Provides insights of how audience perceives
brand/game
● Gain information to develop/enhance social media
strategy
● Compare to competitors efforts and success
Lieberman, M. (2016, August 1). What Is
Social Monitoring? Retrieved from
https://www.square2marketing.com/blog/what-
is-social-monitoring

17. Social Monitoring
● GMG will use Hubspot’s services to
complete Social Monitoring
○ Social Inbox
● GMG will provide Hubspot information
on their Buyer Personas/Target
Audience
Hunersen, C. (n.d.). How HubSpot Does
Social Monitoring. Retrieved from
https://blog.hubspot.com/customers/how-
hubspot-does-social-monitoring
● Hubspot’s Four Categories to Collect
Information
○ Customer (or Prospect) Care
■ Direct mentions of GMG or Office
Decathlon
○ Funnel Nurturing
■ Followers in Conversion Events
○ Blue Ocean (Attracting New Prospects)
■ Monitor the 4 hashtags of the
campaign
○ Special Projects
■ Monitor Participation of Campaign
and Tags

18. ROI Plan for Campaign
● Return on Investments
measured through
○ Likes
○ Favorites
○ Hearts
○ shares
○ Views
○ Unique views
○ Completions
○ Sentiment
○ Comments
● Importance: reflects effectiveness of
campaign
Chart from Binder
West, C. (2020, March 9). 5 Instagram
Metrics That Truly Measure Your
Efforts. Retrieved from
https://sproutsocial.com/insights/instag
ram-metrics/
Mee, G. (n.d.). What is a Good
Engagement Rate on Twitter?
Retrieved from
https://www.scrunch.com/blog/what-
is-a-good-engagement-rate-on-twitter
Katie. (2018, December 11). A Simple
Guide to Using Pinterest Analytics
(Includes 5 Tools). Retrieved from
https://blog.hootsuite.com/pinterest-
analytics-for-business/

19. ROI Plan for Campaign
Step 4
Apply Data to Better
Reach Objectives
Over Time
Step 3
Compare to
Objectives 1-3
Step 2
Collect and
Analyze Data
Monthly
Step 1
GMG will follow
guideline/chart
provided in Binder
Objective 1 Objective 2 Objective 3
Increase investment from the
workplace consumers by 20% within six
months after the initial launch of Office
Decathlon by showcasing the versatility
of the game
Create separate social media Instagram
pages for “Lighten Your Play” and
“Darken Your Play,” and promote “Show
‘Em Who’s ___!” Campaign on “Lighten
Your Play” and across other social
media platforms (FB, Twitter, LinkedIn)
to increase audience participation,
engagement, and GMG responsiveness
overall during the coming year.
Increase video content sharing by 20%
while initiating the start of a CGC
(consumer generated content
campaign) within the span of the
summer olympics

20. Thank you!