A slideshow detailing a marketing plan for rebranding LinkedIn for a young adult target audience.

1. Attracting Influential Young Adults
By Ashley L. Redmond

2.  Provides an online resume
 Platform for connecting with potential
employers, business partners & influential
people
 LinkedIn Today provides customized industry
insights on homepage
 LinkedIn share buttons are found across the
web

3.  Challenges
 Limited activity in the young adult market (18-
35)
 Facebook & job boards traditionally used in the
job search
 Goals
 Create a community that is useful in networking
and job searching

4.  LinkedIn should create content customized for
young adults, specifically college students
 New branding would incorporate existing media
efforts, but make it more centered around the
needs of a college-aged professional
 Should be offered as a free, opt-in service for
users age 25 or younger

5.  Create a new Facebook and Twitter
community for College Insider
 Content should feature tips and information
that students would find useful
 Pages should be visual verses text heavy
 Content should be share worthy via mobile
devices

6.  CollegeInsider should have its own channel
 Channel should be “how-to” heavy
 Featuring college-aged contributors with helpful
information to share
 College Insider success stories and
testimonies should be available on the
channel
 Fun content should be available too
 Weekly featured videos by users about making
the most of the college experience

7.  CollegeInsider should offer tools that are
helpful or exclusive to this LinkedIn brand
 InMail – already available on LinkedIn, but only
for paid users; should be available for College
Insiders
 Recruiter Chat – a chat platform offered to give
students a chance to speak directly with
recruiters at companies of their choice
 LinkedIn Today: Coed Edition – LinkedIn Today
with stories focused on college-centered topics

8.  Features available for College Insider should
be applied to the mobile app
 Students could use new features on the go
 Sharable LinkedIn business card for College
Insiders
 Available within mobile app
 Links back to LinkedIn profile

9.  Offer College Insider to top, college-aged
influencers for a trial period
 For those that opt-in from the offer provide
a survey before and after the trial
 Can show if new features are successful
 Provides feedback for improving brand

10.  $2.5 Million total for this new branding effort
 App development and web redesign ($1M)
 Google Adwords and Facebook ad campaign to promote
new brand ($1M)
 Miscellaneous efforts for launch ($500K)
 Consecutive years $1-2M to continue success
Budget Allocation
App
Development
Site Redesign
Adwords &
Facebook Ads
Misc.