For my class Strategic Social Media at SJSU given by Michel Brito, we had to make our own Marketing plan using PESO, influencer marketing, narrative, buyer persona, and a specific paid media plan and much more.. Are you curious? Take a look! InstaHouse is not a real company and this presentation was made from educational purposes. The pictures and the video are not mine or either InstaHouses.

1. Casey Geier, William Lockeyear, Vivienne van der Velden

3. Vivienne van der
Velden
Casey Geier William Lockeyear
ENVISIONERS
Chief Executive Officer Chief Financial Officer Chief Marketing Officer

4. About us
LET US BRING
YOU ON
A JOURNEY..
0
1 What and why the InstaHouse is?
Consumer analysis
0
2 Who are we selling it to?
Marketing plan
0
3 How will we increase brand awareness?
Operational plan
0
4 How will it look like?

5. InstaHouse
Welcome to the

6. Is an Interactive Museum and an Art Exhibition under one roof located in
Amsterdam, The Netherlands.
InstaHousers explore a variety of rooms and background “murals” decorated
with unique sceneries changed every 6 months.
The rooms are designed to bring the guests to a new dimension of fantasy
creating content that will set them apart in their network of followers.
The core of the InstaHouse is to use Economy of Experience to provide
millennials, generation Y and Z with a fun day where memories are created and
captured.

7. We love aesthetic, community-based venues that encourage
photography but how many of these locations can you think of
that adhere to this description?
If you are active on Instagram, you may have noticed followers
present at such venues. Young adults crave fun and unique
experiences. Aesthetically pleasing spaces that encourage
photographic moments with friends and family are integral to
InstaHouse, and we are committed to providing such an
experience to consumers.

8. To make InstaHouse an internationally known
experience and world-class interactive museum for our
visitors.
OUR Vision
Inspire unique experiences by capturing unforgettable
moments in magical spaces.
OUR Mission

9. SECTION 2
Consumer
Analysis

10. An InstaHouser
Our buyer persona defines one of our main
target markets, females apart of generation
Z. Although this isn’t the only Group that will
be interested in are service, it's definitely the
largest and most suited.

11. Our InstaHousers
Who are our InstaHousers?
When it comes to the target market, the preliminary target market will be
from teenagers to young adults, both male, and female, although it is
possible that females are predominant. These will mostly be focused on
people living in the urban areas. The age groups targeted will be teenagers
and young adults around the age of 15 to 34 years.
If it wasn’t online, then it didn’t happen
These generations also represent the highest social media users in the
Netherlands. Millennials and Generation Z are craving unique and new
experiences. They want to stand-out and be different than the normal
crowds. There is an unfulfilled desire in the Netherlands for meaningful and
tailored experiences (Forbes, 2017).
Additionally, people who desire to be followed, to be influential and to lead
others – people who want followers. It is important for them to have quality
photographs, good editing programs, wearing the best outfits, showing off
their best sides of life and being inspirational to others.
74%
Generation z
51%
Millennials
72% 89%
Generation z Millennials
Active users on

12. Social Medias
Extreme Influences
“More than a quarter of millennials would rather
be famous than be a doctor”
&
“1 in 10 millennials would choose fame over a college degree”
Forbes

13. Staying Social
in
The
Netherlands

14. SECTION 3
Marketing Plan

15. Owned Media
Four
Marketing Strategies
Paid Media
Earned Media
Shared Media

16. Magical journey on creating the InstaHouse
Blogs posts about the progress, giving sneak peaks and newsletters to
involve the target audience.
Promo & after video’s
Making a composition of the stories on Instagram and Facebook. Sharing
an after movie of the grand opening and the official opening for visitors.
1:9:90 rule
Blogs about the industry such as: Amsterdam, influencers/celebrities,
fashion, museums, photography, Instagram related blogs for instance:
how to gain followers, how to edit photos, how to make the best
pictures/selfies etc.
It’s all about the happiness
Involving our visitors in the creation process, by having interviews with
them after seeing the InstaHouse. Asking what they thought about it,
what we should improve, what their favorite room was etc.
Owned Media

18. Earned Media
Word of Mouth
InstaHouse’s strongest advertising is by word of
mouth & testimonial marketing.
Spreading Awareness
InstaHousers will be nudged to spread awareness by
using fun hashtags, location tags, customized
Instagram, Facebook & Snapchat filters.
Blogs
InstaHouse will also be a very popular topic for
bloggers to write or talk about on their websites or
other social media channels.

19. Examples of
Bloggers

20. Shared Media
Instagram has over 700 million monthly active users.
Nearly 60% of Instagram users are between the ages of 18-29. This
makes Instagram a highly valuable network for InstaHouse.
Success for InstaHouse on Instagram takes more than publishing
attractive images—it is the product of thoughtful strategy, a well-
defined brand identity grounded in visual creativity and effective
community management.
There are 2 phases in creating an Instagram profile:
Starting phase
Creating the Instagram profile, starting with 0 followers and content.
InstaHouse did not open yet nor did any marketing plans start.
Developed phase
The InstaHouse is up and running and marketing/paid media plans
have paid off. Which results in the Instagram profile having over 100k
followers.

21. Starting phase
Finding the words
Researching hashtags strongly related to the InstaHouse such as: #MOIC, #OOTD,
#OOTD, #Happiness or #Amsterdam. Resulting in a list of important and relatable
relatable hashtags.
Follow, share, like & comment
Discover who follows each of these hashtags and start engaging with people.
Engage with Instagrammers by giving comments, likes and following them. The
more people we follow the better chance we have of being discovered.
Additionally, being active with stories and IGTV will spread awareness and is also
also an important aspect for the algorithm of Instagram.

22. Developed phase
Staying Genuine
The amount of following has to be reduced to only valuable profiles such as
influencers or other museums in the Netherlands.
2 Minutes of Fame
Featuring visitors who are using the special created hashtags such as:
#IH #instahouse #AMSbloggers or any other hashtags created for the designers of
of the rooms.
Mirror, mirror on the wall
Starting a campaign/ a contest in which visitors post their happiest and most
creative picture on their profile using the hashtag ‘#IHC & #InstaHouse’.
There will be 2 winners:
2th place = Being feature on our profile feed and story.
1st place = 2 tickets to second exclusive opening at the InstaHouse.
Where they get to see the second season of The InstaHouse for the first time and
and meet all their favorite famous Instagrammers.

23. Facebook has over 1.86 billion monthly active users.
Facebook users post pictures for a different purpose than Instagram users.
These Facebook users don’t see gaining followers as their main purpose, they
just like to share their fun experience at the InstaHouse with their friends and
family.
InstaHouse’s welcome
Posting announcements about InstaHouse’s grand opening, a month, a week
and days before.
Website
Boost traffic on InstaHouse’s website, by posting the industry blogs.
Sharing the experience
Uploading promo and after video’s of the journey of InstaHouse. Additionally
featuring InstaHouse visitors using location tags of hashtags.

25. Paid Media
Plan
Influencer marketing can result in an increase in brand
relevance among the core audience, and an increase in the
visibility in Google's organic search results.
We will invest in influencers and promoters to promote the
brand on social media. We will target celebrities/models
with high social media follower counts as our influencers,
and invest in promoters to share the content our influencers
post.
At our exclusive-opening we offer free entry/food to people
who are “famous” on Instagram, in exchange for them
posting and sharing positive photos of our venue, it
encourages more people to visit. Whatever positive
experience is conveyed by the influencer will likely be
perceived the same way by their followers.
This will create hype behind the brand, and cause people to
want to share the same experiences they see such
influencers having with InstaHouse.

27. Key Performances
Unique Website Visitors
4,000 per month
48,000 year round
Returning visits 30% of customers to visit twice a year
Social media followers
Instagram: 20,000
Facebook: 15,000
Referral traffic 65% of customers to come from referrals
Influencer relationship
15 influencer relationships formed before
opening

28. SECTION 4
Operational
Plan

29. High
Price
Low
Price
High
Quantity
Low
Quantity

30. This phase has already begun and the
groundwork for it is already laid. In this phase
the specific platforms and requirements will
be determined on how the marketing will be
done.
MARKETING RESEARCH
Timeline
01

31. The starting phase of the shared media
strategy.
Creating social
media channels
02
Find and interact with influencers to
spread brand awareness.
Engaging with
influencers
03
Engage in paid social media advertising
as well as pay influencers.
Paid Media
Advertising
04

32. In this phase the building will be built
and remodeled. For this a period of 3
months is set aside.
Remodeling
05 The business will have a 1 week long pre-opening. In this time
influencers can come by and have a sneak peak of the business, they
can then promote this on their social media channels which will further
boost the publicity.
Exclusive-opening
06

33. 07
Grand Opening
This is opening day and the future for InstaHouse. We are aiming that this day, and the days to
follow will be fully booked!
Future

34. “Without new experiences
something
inside of us sleeps.
The sleeper must awaken.”