Best Buy's @15 program provides scholarships and encourages social change among teens. It aims to increase awareness of the program among Hispanic teens in California and Texas to match awareness among their English-speaking peers. The campaign will use various traditional and non-traditional marketing methods like social media, festivals, and tutoring sessions to on average reach 80% of the target audience with a frequency of 4 exposures. It has a budget of $1 million to allocate between the two states.
The Hispanic Opportunity, Integrating Latinos into the U.S. Banking and Finan...The Hispanic Way
Many businesses are not sufficiently capitalizing on the Hispanic market, in part because of failed or ineffective outreach initiatives. For these efforts to be successful, organizations require a strategy that takes into account deep understanding of Hispanic family dynamics, cultural nuances, and language barriers. Financial institutions would draw a competitive advantage by developing cultural competencies that directly relate to the particularities of the Hispanic community. With this article, I will help you grow cultural awareness and also understand some actions that can be taken to better connect with this segment.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
The Hispanic Opportunity, Integrating Latinos into the U.S. Banking and Finan...The Hispanic Way
Many businesses are not sufficiently capitalizing on the Hispanic market, in part because of failed or ineffective outreach initiatives. For these efforts to be successful, organizations require a strategy that takes into account deep understanding of Hispanic family dynamics, cultural nuances, and language barriers. Financial institutions would draw a competitive advantage by developing cultural competencies that directly relate to the particularities of the Hispanic community. With this article, I will help you grow cultural awareness and also understand some actions that can be taken to better connect with this segment.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
The Multi-Cultural Latino Consumer: A Hartman Group & MSLGROUP StudyMSL
Insights from our study on Latino consumer trends. Our food & beverage and multicultural teams conducted a webinar last week in association with The Hartman Group and the Hispanic Public Relations Association in North America.
The webinar was a huge success with 206 registrants and 108 attendees, including executives from Kelloggs, Nestle, Blue Bunny, General Mills, Kroger, Hersheys, PepsiCo, Target and Coca-Cola among others.
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes some of the most inspirational examples we have recently stumbled upon in the areas of marketing, service and product innovation.
Highlights the demographics related to education levels in San Antonio and the need to collaborate on how local organizations must raise the levels of education before 2040. Presented by Ernest Bromley on March 10, 2009
James La Barrie of DropZone Marketing presents a marketing workshop for the British Parachute Association at the 2016 BPA AGM. The workshop was designed for DZ Operators to assist with their marketing by providing the essentials.
Despite the powerful tools available in marketing today, James La Barrie of DropZone Marketing shares the power of word of mouth by delivering amazing customer service at every point of interaction.
A two-part report published in February 2004. Part one details and analyses the results of a MORI poll, which found that 84% of parents felt that companies targeted their children too much. It also sets out the Family and Parenting Institute’s recommendations and looks at how other countries approach the issue. Part two presents the full report of a conference on marketing to children, which brought together opinion formers and policy makers in an open debate on the topic.
Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year.
Boomers Aren't Dead Yet: Insights Report October 2013The Buntin Group
Do you realize Brad Pitt and Madonna are Baby Boomers? Yep. This report will make you look at Boomers differently. See what your brand can do to reach a generation that is 80 million strong!
Rudy Bozas - Marketing to Multicultural MillennialsJohn Blue
Marketing to Multicultural Millennials - Rudy Bozas, President of Pólvora Advertising, Multicultural Marketing, from the Animal Agriculture Alliance Stakeholder Summit Titled Cracking the Millennial Code Stakeholder Summit, May 8 - 9, 2014, Crystal City, VA, USA.
More presentations at http://www.trufflemedia.com/agmedia/conference/2014-cracking-the-millennial-code
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
This presentation was given to Robert Quezada of the Boy Scouts of America, Inland Empire Council. As part of a public relations management course, my team of six students was asked to respond to BSA's need for community engagement and scout troop leads. After some alterations to our campaign, we carried out the plan in the fall of 2010. A separate slideshow explains our success here: http://slidesha.re/iKUDHY.
The Multi-Cultural Latino Consumer: A Hartman Group & MSLGROUP StudyMSL
Insights from our study on Latino consumer trends. Our food & beverage and multicultural teams conducted a webinar last week in association with The Hartman Group and the Hispanic Public Relations Association in North America.
The webinar was a huge success with 206 registrants and 108 attendees, including executives from Kelloggs, Nestle, Blue Bunny, General Mills, Kroger, Hersheys, PepsiCo, Target and Coca-Cola among others.
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes some of the most inspirational examples we have recently stumbled upon in the areas of marketing, service and product innovation.
Highlights the demographics related to education levels in San Antonio and the need to collaborate on how local organizations must raise the levels of education before 2040. Presented by Ernest Bromley on March 10, 2009
James La Barrie of DropZone Marketing presents a marketing workshop for the British Parachute Association at the 2016 BPA AGM. The workshop was designed for DZ Operators to assist with their marketing by providing the essentials.
Despite the powerful tools available in marketing today, James La Barrie of DropZone Marketing shares the power of word of mouth by delivering amazing customer service at every point of interaction.
A two-part report published in February 2004. Part one details and analyses the results of a MORI poll, which found that 84% of parents felt that companies targeted their children too much. It also sets out the Family and Parenting Institute’s recommendations and looks at how other countries approach the issue. Part two presents the full report of a conference on marketing to children, which brought together opinion formers and policy makers in an open debate on the topic.
Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year.
Boomers Aren't Dead Yet: Insights Report October 2013The Buntin Group
Do you realize Brad Pitt and Madonna are Baby Boomers? Yep. This report will make you look at Boomers differently. See what your brand can do to reach a generation that is 80 million strong!
Rudy Bozas - Marketing to Multicultural MillennialsJohn Blue
Marketing to Multicultural Millennials - Rudy Bozas, President of Pólvora Advertising, Multicultural Marketing, from the Animal Agriculture Alliance Stakeholder Summit Titled Cracking the Millennial Code Stakeholder Summit, May 8 - 9, 2014, Crystal City, VA, USA.
More presentations at http://www.trufflemedia.com/agmedia/conference/2014-cracking-the-millennial-code
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
This presentation was given to Robert Quezada of the Boy Scouts of America, Inland Empire Council. As part of a public relations management course, my team of six students was asked to respond to BSA's need for community engagement and scout troop leads. After some alterations to our campaign, we carried out the plan in the fall of 2010. A separate slideshow explains our success here: http://slidesha.re/iKUDHY.
What Top-Tier Industries Are Telling Us About Building Relationships Through Social Media, Mobile Solutions, Big Data, Interactive Technology and Online Marketing.
A Marketing proposal submitted as part of a national competition for Charity:Water. I did the design and layout, as well as the market analysis and research.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Media plan - Best Buy @15 Mass Communication Capstone Project
1. Best Buy’s @ 15, is a scholarship program and teen-led social change platform launched in August
of 2008, for high school aged students. Without awareness by the key demographic, teens, this
program will not succeed. This 12-month campaign will increase awareness among Hispanic teens
living in the southwestern United States, and match that of their English-speaking peers.
Una Comunidad de Oportunidads, a community of opportunities. Community is the basis of all
Hispanic culture. As an inclusive way to inform, @15 defines community as school, sports, family,
neighborhoods, or anything that encourages teens to strive for a bright future.
Other competitors such as Walmart and Target offer scholarship opportunities for this age group,
but these programs have no basis of creating social change by these students, or any student
involvement. @ 15 is different from other programs in that they are not only encouraging continued
education for a successful future, they also emphasize the importance of giving back to the
community and that teens are vital to our future. @ 15 aims to acknowledge teens and their opin-
ions, to make sure it’s understood they are important. With this specific target, the campaign also
aims to utilize the strong sense of community among Hispanic neighborhoods and families to bring
teens in both states together.
Best Buy’s @ 15 is a national program that will be advertised regionally in the California and
Texas. With the niche market of Hispanic high school students ages 13-19, research indicates teens
spend a large portion of their time on computers and more specifically the Internet. So the cam-
paign will utilize the concept of viral marketing and use social networking web sites. Research also
indicates that the Hispanic culture places high value on education and family relationships, so the
campaign will reflect these with advertising and events.
Through traditional and non-traditional marketing, an average reach of 80% will be achieved with
an average frequency of 4. Tradtional media accompanied by special events will be used target
Hispanic teens and their parents. Booths at Hispanic festivals will be used to reach millions, and
localized Fiestas will be held to being families and communities together to be informed about the
opprotunities @ 15 provides. Tutoring sessions will be held at local colleges in both states, to help
Hispanic students prepare for ACT and SAT testing, in hopes to being them one step closer to fulfill-
ing their dream of a college education.
2. Marketing Objectives and Strategies
Best Buy’s @ 15, is a scholarship program and teen led social change platform launched in
August of 2008, for high school aged students. The mission of @ 15 is to make teens realize that
they are important now, and can make a difference in communities now. The goal of @ 15 is to
keep high school aged teenagers from dropping out of school and to find their “spark” or the
thing in their life that makes them tick or that defines a part of them. The program currently has
very little awareness or recognition thus far. With Hispanics quickly becoming the largest minority
in the US, concentrated in the southwest, Hispanic teens in that area will be targeted for the F12
campaign.
Competitive Considerations
The @15 program is in a niche market, with a target of primarily high school aged students, it is
not alone in that it is a scholarship program but is set apart by the fact that it is a teen-led social
change platform also. Other competitors such as Walmart and Target offer scholarship
opportunities for this age group, but these programs have no basis of creating social change by
these students, or any student involvement.
Creative History of the Brand
There is very little awareness due to very little advertising of @15. Current advertising includes a
website, a Facebook page with approximately 1,300 members, Twitter page, and some short You
Tube videos, which are the main advertisers for the program to date. There has also been some
instore initiatives including kiosks and flyers. Taylor Swift is the spokesperson for this program and
discusses her high school struggles and the necessity in finding your “spark.” The programs web
site is very brightly colored, has trendy geometric shapes, and warm looking backgrounds. It has a
very school oriented theme, and uses many different celebrities as spokespeople, with Taylor Swift
as the main endorser.
3. Target Audience
Hispanic teens are not unlike their American peers. They have grown up in the computer age,
and they have always been connected. They are used to being able to instantly communicate with
anyone at anytime. Research shows US teens spend about 10 hours of their day being exposed to
media, of which they consume 32% of their media on TV, 25% on a computer and 20% by using
a mobile device. Hispanic teens tend to live in the same household as their extended family, often
including their grandparents. Hispanic teens are very culturally aware and look up their older
siblings and cousins and the good of the whole family is more important than the individual.
Contrary to high drop out rates and poor education, Hispanics highly value education, and they
often credit their achievements to “fate” or “religious circumstances” rather than ability. Research
shows in 2007, 67% of Hispanics over the age of 16 were employed and their income is usually
shared by the whole family.
Geography
Best Buy’s @15 is a national program that will be advertised regionally in the southwest,
specifically Texas and California. Currently advertised primarily on the Internet the program does
not yet have national recognition. Research shows 49% of Hispanic teens ages 13-19 living in TX
and CA, live in large-medium sized cities. Data shows advertising in specific spot markets would be
beneficial to closing the gap between teens, especially in the Hispanic population.
4. Timing and Purchase Cycle
According to Tru, Hispanic teens in Texas and California, rarely shop for electronics, shopping at
an electronics store only .68 times a month, on average and spending an average of $15 a month
on electronics and technology.
Questions about Media Mix
As a relatively young program, @15 has the benefit of being owned by Best Buy and using their
stores as a vehicle for promotion. Because the @15 program is so unique, there are no major
competitors and there is not enough information to create a SOV analysis. Our primary target
is Hispanic teens, and research shows second from TV, teens in general spend most of their time
on computers. One incentive for using the Internet media is the ability to use viral marketing and
social networking to spread the brand promise. According to Tru, 58% of teens in CA and TX visit
YouTube.com at least once a day.
Video Game Consoule
5. Graphic SWOT Summary
Strengths Weaknesses
• Relatable Spokesperson
• Strong Corporate Sponsor
• Positive Influence for Teens
• Opportunities for Teens
• Language Barrier
• Low Site Membership
• Not Well-Established
• No Relateable Hispanic Mediums
Opportunities Threats
• Unique Program
• Bring Communities Together
• Team up with Charities
• Other Scholarship Programs
• Unmotivated Teens
• Unreceptive Communities
6. Background
@15 is an organization created by Best Buy in 2008 to encourage teens to stay in school and find
the inspiration they need to continue their education. Best Buy understands how important teens
are to the world and wants them to succeed. They give out $1,000,000 in scholarships each year
to 9th-12th graders and help provide funding to other charitable organizations. Their main goal
is to help teens find their passion, and have a place to connect with others who share their same
goals.
Target Audience
The target is Hispanic teens, between the ages of 15-19 living in California or Texas. They are
bilingual and live with their extended family. They place great value on family and education,
however coming from lower income areas, they may not always have the resources to reach their
full potential. They are employed and when they are not working or in school they spend their time
online, with friends, or family.
Features and Benef its
The @15 website features games and message boards where teens can earn points. Users can then
give these points to one of the four main charities to which Best Buy will donate. They can also
apply for one of the $1,000 scholarships given away each year. The site also helps them find their
“spark” or passion and provides resources and information on possible paths for the future.
Objective
To increase awareness of @15 by Hispanic teens living in California and Texas to match the
English-speaking population.
Message Strategy
Use of an emotional message strategy will encourage Hispanic teens to take advantage of the
opportunity to continue their education and help their communities.
Strategy Statement
The campaign will convince Hispanic teens ages 15-19 to encourage them further their education
and get involved with their communities
Creative Requirements
Print, transit, video, outdoor,online, non-traditional
7. Target Audience and Media Mix
Objective: To increase awareness of @15 among Hispanic teens living in California and Texas
and to bridge the gap between their English-speaking peers. The objective will be achieved
through online, in-store, print and transit advertising as well as the production of special events and
contests.
Strategies: In efforts to reach Hispanic teens, web site banners will be placed on social networking
sites including Facebook, and the popular Latino site Batanga. A promotional video will be posted
on You Tube and be aired on spot networks. Direct mailers will be sent to households about
upcoming ACT Prep tutoring sessions and another for neighborhood block parties. The block
parties will help connect the strong feeling of community in Hispanic neighborhoods to @15. Local
Reggetone bands will be selected to play at the block parties. Small kiosks will be set up near the
entrances of Best Buy stores where teens can register for tutoring, apply for the scholarship, and
submit their band entry form.
Reach, Frequency, and GRPs
Objective: To achieve an average frequency of 4.5 throughout the course of the campaign with an
average reach of 80% (4,695 GRPs). Reach will range from 50%-95% and frequency will bottom
at 1.
Strategies: The Reach Frequency Decision Model favored reach and it was determined that the
budget would be best allocated so that reach would be optimized. By using the Ostrow Model, our
optimum frequency was found to be 4.3. Because most of the media chosen will provide minimal
impressions, it will provide a higher reach. There will be an average of 340 GRPs for traditional
media and 173 GRPs for events and non-traditional media.
8. Scheduling and Timing
Objective: The campaign will begin March 1, of fiscal year 12 by launching ads online, transit
ads, in-store kiosks, an update to the existing web site, and a video on You Tube. A continuous
schedule will be used throughout the next three quarters, using traditional media supplemented
with television spots, events and electronic media.
Strategies: The first month of the campaign will focus on branding and making the audience aware
of @15 and the upcoming programs. Beginning in April and continuing throughout September,
@15 will have booths at several Hispanic festivals around the two state area. Registration for free
ACT/SAT tutoring will start in March and tutoring dates will run from August- February. The Fiesta
en el Parque will be tested for effectiveness and neighborhood response in 5 largely Hispanic
cities from September- October. Introduction of the Mural Contest will begin in March and
winner’s work will be displayed September- February. Informational in-store kiosks will be in place
throughout all four quarters.
9. Media Budget
Objective: Best Buy’s @15 program will have a $1 million dollar budget for fiscal year 12 to be
divided between California and Texas.
Strategies: This $1 million dollar budget will be spent on events and traditional media in a
continuous pattern throughout the year. The largest amount of the budget will be spent on
traditional advertising including, print, outdoor, transit, online and TV. The second largest portion
will be allocated to the special events planned and directed at the Hispanic teen households and
communities.
Geography
Objective: To match the awareness of @15 among Hispanic teens in Califonia and Texas to that of
their Engligh speaking peers in those states and the rest of the nation.
Strategies: Regional target index data combined with secondary research and evaluation of the
most densly populated Hispanic areas indicated key markets and major cites where the campaign
will be focused. Our campaign will reach 108 Best Buy stores in the largest cities as well as the
millions of Hispanics in attendence at festivals in both states.
10. Sales Promotion
Objective: Sales promotion has the largest percentage in traditional advertising. Tutoring and
Fiesta direct mailings, a television ad, and student designed billboards. The next largest portion
is in alternative advertising. Citywide fiesta’s, festival booths, transit ads, bus wraps, and a new
revamped Hispanic webpage.
Strategies: Direct mailings, transit ads, bus wraps, billboards, and bag stuffers will be used as a
way to reach out to the community and families of high school aged students and to these students.
Along with these more traditional, or tangible forms of advertising, the community-wide fiesta’s in 5
test locations.
The @15 website will have an additional tab called “Mi Vida,” to be launched at the beginning
of the fiscal year in March. “Mi Vida” is a link that gives access to all of the Hispanic targeted
2012-2013 campaigns events and contests. Transit advertisements in bus stops will be located on
4 bus routes with 25 in each major city. In store kiosks will be displayed in 108 stores throughout
CA and TX displaying band contest brochures, scholarship applications, tutoring information, and
information on fiestas and festival events. A 1 minute television advertisement will run in June and
October on MTV, and be launched as a YouTube clip and displayed on the in store kiosks, to run
the entire year.
Best Buy’s @15 will have a presence at 5 major Hispanic and ethnic festivals throughout the
year. They will also host “Fiesta en el Parque” events at 5 test locations, including: food, band
competition winners, mural unveiling, and information on programs to get involved.v These events
are a way to get families and communities involved in the future of teens.
Direct targeting of Hispanic teens will include: contests for billboard designs, student band
contests, and tutoring sessions, as a way to get teens actively involved in the campaign. A contest
for an artistic billboard design will allow Hispanic teens to express their artistic flair through a
design contest. This contest will judged by the youth at www.at15.com, and offer two winners the
chance have their designs displayed across 5 major cites in CA and TX on billboards, and to be
unveiled at the “Fiesta en el Parque” events. The band competition will offer Hispanic teenagers
the opportunity to “Get from the Garage to the Stage,” and have their band be heard by their
community and to win $1,000 at the “Fiesta en el Parque” events. Tutoring sessions will be held
at 10 locations and will run Aug.-Feb. as a way to encourage Hispanic teens to do well in school
and work toward doing well on their ACT and SAT. Online advertisements will have a presence on
Facebook and Batanga, the most prevalent Hispanic social network, throughout the entire year.
11. Flowchart
AT15 Campaign Flow Chart
Medium Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Freq. Reach Total GRPs: Total Cost:
Transit Ads x x x x x x x 6 70 420 $138,750.00
Commercial on YouTube x x x x x x x x x x x x 5 90 360 $0.00
Tutoring Direct Mail x 1 95 95 $75,578.00
Fiesta Direct Mail x 1 95 95 $75,578.00
In Store Kiosks x x x x x x x x x x x x 6 95 570 $54,000.00
Bag Stuffers x x x x x x x x x x x x 4 65 260 $2,500.00
Facebook x x x x x x x x x x x x 7 80 560 $36,400.00
Batanga x x x x x x 4 80 320 $18,200.00
Scholarship Brochure x x x x x 4 75 300 $2,500.00
Festivals x x x x 4 85 340 $34,449.00
Fiestas x x x 2 65 130 $70,324.00
Tutoring x x x x x x x 2 50 50 $29,684.00
Band Brochure x x x x x 4 75 300 $2,500.00
TV Spot (1min)
Spot TV-Early Fringe
x x 5 80 400 $157,960.00
Billboards x x x x x x 5 80 400 $93,000.00
Totals:
Cost: $791,423.00
Avg. Freq. 4.0
Avg. Reach 78.7
GRPs 4,600
14. Ostrow Model
Marketing Factors That Affect Frequency
Established Brands -0.2 -0.1 +0.1 +0.2 New Brands
High Market Share -0.2 -0.1 +0.1 +0.2 Low Market Share
Dominant Brand -0.2 -0.1 +0.1 +0.2 Smaller, Less Known
High Brand Loyalty -0.2 -0.1 +0.1 +0.2 Low Brand Loyalty
Long Purchase Cycle -0.2 -0.1 +0.1 +0.2 Short Purchase Cycle
Product used occasionally -0.2 -0.1 +0.1 +0.2 Product Used Daily
+0.1 +0.2 Need to Beat Competition
+0.1 +0.2 Older Customers/ Children
Copy Factors That Affect Frequency
Simple Copy -0.2 -0.1 +0.1 +0.2 Complex Copy
More Unique Copy -0.2 -0.1 +0.1 +0.2 Less Unique Copy
Continuing Campaign -0.2 -0.1 +0.1 +0.2 New Copy Campaign
Product Sell Copy -0.2 -0.1 +0.1 +0.2 Image Copy
Single Kind of Message -0.2 -0.1 +0.1 +0.2 Mult. Kinds of Messages
Larger Ad Units -0.2 -0.1 +0.1 +0.2 Smaller Ad Units
To Avoid Wearout:
Older Messages -0.2 -0.1 New Messages
Media Factors That Affect Frequency
Lower Ad Clutter -0.2 -0.1 +0.1 +0.2 Higher Ad Clutter
Compatible Editorial Env. -0.2 -0.1 +0.1 +0.2 Non-Compatible Env.
High Media Attentiveness -0.2 -0.1 +0.1 +0.2 Low Media Attentiveness
Continuity Scheduling -0.2 -0.1 +0.1 +0.2 Pulsing/Flighting
Limited Media Mix -0.2 -0.1 +0.1 +0.2 Many Media in Mix
Opp. For Repetition -0.2 -0.1 +0.1 +0.2 Fewer Opportunities
Frequency: 4.3
15. Reach Frequency Decision Model
Optimize Reach Optimize Frequency
*Product introduction
*In growth phase of life cycle
*Strong, established brand
*Among brand leaders in category
*Brand awareness is higher
*Higher market share
*Higher involvement purchase decision
Stronger interest in category
*Often higher priced goods/services
*Little to moderate competition in category
*Not purchased often- once a month or less
*Continuous advertising schedule
*Original powerful creative executions
compared to categories; stands out
*Powerful creative compared to category
*Advertising message easily understood
*Expanding into new markets, territory
*Launching major sales promotional event
*Seasonal peak for sales
*Product introduction
*Mature well-known brand among competition
*Less established brand
*Among bottom half in category
*Brand awareness is lower
*Lower market share
*Low involvement purchase decision
Weaker interest category
*Often lower priced good/services
*Strong intense competition in category
*Purchases frequently- 2+ month or more
*Flighting schedule
*Creative on par with executions in all
categories
*Creative on par for brands in category
*Advertising message more complex
*Brand not expanding
*Moderate to low sales promo activity
*Beginning new season for brand
Optimize Reach
16. http://www.samsclub.com/sams/shop/category.jsp?categoryId=1501&_requestid=63346
This was used for tutoring snacks information
http://www.samsclub.com/sams/shop/product.jsp?productId=151670&navAction=push
This was used for tutoring snacks information
http://www.cheskin.com/view_articles.php?id=15
This was used for market information
http://pewhispanic.org/states/?stateid=CA
This was used for market information
http://literacynet.org/lp/hperspectives/hispcult.html
This was used for market information
http://www.ericdigests.org/pre-9214/hispanic.htm
This was used for market information
http://quickfacts.census.gov/qfd/states/48000.html
This was used for market information
http://txsdc.utsa.edu/data/census/2000/dp2_4/pdf/
This was used for market information
http://www.infoplease.com/spot/hhmcensus1.html
This was used for market information
http://quickfacts.census.gov/qfd/states/06000.html
This was used for market information
http://www.citypopulation.de/USA-California.html
This was used for market information
http://www.infoplease.com/spot/hhmcensus1.html
This was used for market information
http://network.diversityjobs.com/profiles/blogs/six-little-known-facts-about
This was used for market information
17. http://www.census.gov/Press-Release/www/releases/archives/facts_for_features_special_edi-
tions/007173.html
This was used for market information
http://www.spiritus-temporis.com/hispanic/cultural-trends.html
This was used for market information
http://teen-culture.suite101.com/article.cfm/la_quinceanera_or_the_quince_anos
This was used for market information
http://juantornoe.blogs.com/hispanictrending/2007/03/hispanic_teen_t.html
This was used for market information
4imprint.com
This was used for promotional activity finances
http://www.empirepromos.com/
This was used for promotional activity finances
http://www.bagrepublic.com/wholesale/
This was used for promotional activity finances
http://www.fiestadelasflores.org/
This is information of festivals for Best buy to have an @15 booth
http://www.ifest.org/
This is information of festivals for Best buy to have an @15 booth
http://www.fiestaspatrias.org/
This is information of festivals for Best buy to have an @15 booth
http://www.wildtexas.com/parks/bracken.php
This is information of parks for Best Buy to have the block party
http://www.hermannpark.org/
This is information of parks for Best Buy to have the block party
http://www.partypop.com/Vendors/4092132.htm
This is information for the sound equipment for the block party
18. http://www.goftp.com/qna/How_much_does_a_bus_wrap_cost-qna106433.html
Used it to find out how much a bus wrap would cost
http://dbcalc.usps.gov/CalculatorSetPage.aspx
Used it to find out how much the direct mail would cost.
http://www.act.org/
Used it to find out the test dates of the ACT and to contact a person at the ACT to figure out
the cost of the test
http://www.collegeboard.com/
Used it to find out how much the cost of the test would be.
http://www.winona.edu/facilities/roomreservations.asp
Used it as a base for the cost of renting a room
http://www.hispaniceventsmarketing.com/exhibitor_packages.html
Taste of Mexico Festival Information
http://www.hispaniceventsmarketing.com/FLYER%20COLUMBUS%20DAY.pdf
Dia De La Hispanidad Festival and parade Saturday
http://www.lacountyfair.com/2010/
Information for L.A. County Fair September
http://www.lacountyfair.com/2010/business/MerchHome.asp
Information for L.A. County Fair
http://www.ci.santa-ana.ca.us/cda/documents/Cinco2009Sponsorship.pdf
Cinco de Mayo Celebration
http://www.gaebler.com/Bus-Bench-Advertising-Costs.htm
This was used for bus advertising prices
http://www.outdoorbillboard.com/rent/california.html
USA Outdoor Media- (888)-825-3055
A representative was called to obtain pricing for billboard advertisements