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Microsoft protégé competition
- 1. Microsoft Protégé Competition Anthea Mac Anastasia Charisiou Benjamin Horewood Hayden Amos RMIT
- 2. All mums have their secrets Chrissy Swan Nicole Kidman Fifi Box Bec Hetwitt
- 3. Landscape • New Product • Significant Changes Windows’ Growth • Allowed for access to new markets • Potential growth 3 Devices
- 4. Target Audience • With children in Primary to Middle School Young Mothers 917,000 Time Poor • Very little “me-time” • Chat rooms • Desire to Share Large Online Presence • 85% of household spending • 132 billion annually Buying Power
- 6. Campaign Implementation – Share your secret online Win Rewards Phase 1
- 7. Campaign Implementation – Phase 2
- 8. Partnerships • Reach • Reach • Loyalty SCA Southern Cross Austereo • Digital Reach • Rewards • Rewards • Sale staff incentive program
- 9. Media Plan T.V Digital Radio Magazines Outdoor Phase 1 Phase 2 Feb Mar Apr May Jun Jul Aug Sep Sunrise Integrated content & Live crosses x x x x x x x x Channel 7 Tactical engagement programs 10 sec billboards x x x x x x x x x x x x x x x x Yahoo Targeted sites x x X x x x x x Search x x x x x x x x Digital Display Network Partners x x x x x x x x Fox FM – Morning & Afternoon shows Station Talent Call to Action x x x Station talent brand ads x x x x x x x x Integrated content & competition x x x x x x New Idea Vertical ⅓ strips Full Page xx xx xx x x x x x Better Homes & Gardens Vertical ⅓ strips Full Page x x x x x x x x In Style Vertical ⅓ strips Full Page x x x x x x x x oOh!Media Metrolites/Billboards x x x x x x x x Activation x /Production Partner Sponsorship x x x x x x
- 10. Campaign Delivery Summary Campaign Budget Total Investment: $4,400,000 Partnership Investment Offset: ($2,000,000) Campaign Investment: $2,400,000 Target Audience Estimated Sales Uplift Mums Total Population: 917,000 Estimated 60% Effective Reach at 3+: 550,200 Estimated Sales Conversion at 15%: 82,530 Estimated Average Microsoft Product Sale: $300 Total Campaign Estimated ROI: $24,759,000 *Media budget cost estimate based upon value analysis of parity of client in market spend. Discounts based on estimated 60-65% rate card volume discount. **All sales and conversion figures to be reviewed with Microsoft upon agency engagement.
- 11. Summary
- 13. Appendix Australian Bureau of Statistics 2012, 3301.0 Births, Australia, 2011, viewed April 27 2013, <http://www.abs.gov.au/ausstats/abs@.nsf/mediareleasesbyCatalogue/8668A9A0 D4B0156CCA25792F0016186A?OpenDocument>. Australian Bureau of Statistics 2013, 4125.0 - Gender Indicators, Australia, Jan 2013, viewed June 10 2013, <http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4125.0~Jan%2 02013~Media%20Release~Aussie%20mums%20by%20numbers%20(Media%20Rel ease)~6153>. Kidspot 2012, Aussie Mums and their $132 billion spending power!, viewed April 17 2013, <http://social.kidspot.com.au/index.php/groups/topic/view/group_id/144/topic_i d/15185/topic/aussie-mums-132-billion-spendin>.
- 14. Appendix McCANN 2012, Truth About Moms, Truth Studies, published Feb 2 2012.2 Ofcom 2012, International Communications Market Report 2012, published 13 December 2012. Saatchi & Saatchi 2010, How to reach mums through technology, Research from Sept 2010-Oct 2010, published May 2011. Smart Company 2013, Australian tablet sales up 147% as Android and Windows grab iPad marketshare, viewed June 19 2013, <http://www.smartcompany.com.au/information-technology/056093- australian-tablet-sales-up-147-as-android-and-windows-grab-ipad-marketshare. html>.