This document outlines a marketing plan for ONEUP, a Greek crowdfunding platform. The plan aims to build awareness of crowdfunding and ONEUP's position as supporting Greek entrepreneurs. The primary target is Greek internet users aged 18+, and the secondary target is Greek and international foundations and businesses. The marketing strategy uses public relations, a corporate campaign including TV, radio, outdoor and print ads, digital marketing through banners and social media, and developing an ONEUP credit card to gamify donations. The goal is to explain crowdfunding, make it seem like an easy way to support entrepreneurs, and trigger donations through ONEUP.

1. Praksis
Xrysida Fragou
Zoe Gatsapostoli
Panayiota Kavvatha
Marianna Michalitsianou
Irene Sideris

2. Competition
Non existence since the only Greek crowd
funding platform is Groopio but hasn’t got the
same profile as ONEUP.

3. Crowd Funding
• In 2014, 22,252 projects were successfully
funded on Kickstarter.
• 3.3 million people from nearly every country
on the planet backed a project last year.
• 2.726 backers were from Greece!
Source: https://www.kickstarter.com/year/2014/data

4. Target Groups
Primary Target: 18+ men and women from
all socio-economic class, internet users and
card owners from Greece and abroad
Secondary Target: foundations and
businesses from Greece and abroad

5. Communication Objectives
• Build awareness
• Explain relationship of donor – entrepreneur
• Make crowd funding a “cool” and “easy” way
to engage donors
• Trigger donations

6. Positioning Statement
To people that want through ONEUP to help
Greek budding entrepreneurs in need get the
support and seed funding they need in order
to turn a great idea into a successful and
sustainable business

7. Creative Strategy
ONEUP makes crowd funding worth
investing/supporting
Praksis BCC integrity
Innovative Greek entrepreneurship
Create networks
to
all donors

8. Corporate Message

9. Campaign Slogan
ONEUP
το άλλο πρόσωπο του crowd funding
στην Ελλάδα.
Γίνε μέρος του!

10. Communication Strategy
Public
Relations
Corporate
Campaign
Digital
Marketing
Banner
campaign
MobileSocial
media

11. Corporate Campaign
Television: spot
Radio: radio spots & sponsorships
Bus stop posters
Metro signs
Free Press: Athens Voice, lifo, free Sunday,
skywalker

12. Public Relations
Media Briefings
Newsletter
Events
Sponsorships

13. Digital Marketing
Banner Campaign
Quality Content:blog posts, press releases
and articles on authority and general interest
websites.
Keyword Strategy
Social Media: facebook, twitter, instagram,
Linkedin, youtube

14. Social Media Mission
Connect with 18+ men and women, and call
to action to donation.
Content Pillars
Crowd funding, entrepreneurship, economy,
investments

15. Social Media
• Facebook: 10 posts/week
• Twitter: 5 posts/day
• Linkedin: 20 posts / month

16. Creative Media
Create an ONE-UP credit card - while you
use it for your money interactions you will
gain bonus that you can use on ONE-UP