The document provides guidance for creating a 7-sentence marketing plan. It emphasizes including measurable goals with specific numbers in the first sentence to establish purpose. The second sentence should connect goals to tactics for accomplishing them and meeting business objectives. The third sentence clearly identifies target audiences and provides persona profiles with relevant needs/wants. The fourth sentence describes the niche angle or story focus for engaging audiences.
The document outlines Johnson Marketing Solution's social media campaign goals and strategy for a 4-week period. It discusses posting on Twitter 2-4 times per day, on Facebook 1-2 times per day, and on LinkedIn once per week. It describes the created ads for each platform focusing on building engagement. The goals are to track ad performance each week and adjust the strategy based on audience response. It also discusses amplification strategies for each platform such as partnering with influencers to promote the brand's content and messages.
1) The document is a student's evaluation of their media studies project creating a music magazine.
2) The student discusses how they used conventions from real magazines in their design, such as color schemes and consistent fonts. They also included standard magazine features like barcodes and cover lines.
3) The student reflects on how they represented their target audience, which they identified as 14-25 year old males interested in hip hop and R&B music. They also discuss the technologies they learned in creating the magazine, such as Photoshop.
This document provides an analysis of a magazine created by the author for their media studies coursework. It discusses the target audience for the magazine, which is music fans between ages 16-30 who enjoy hip hop and rap genres. The author aimed to fill a gap in the market by creating a magazine that appeals to both hip hop and rap fans. They used conventions from existing magazines to design sections and layout but added their own manipulated images. Feedback was gathered from the target demographic to help make the magazine more relevant. Overall, the author demonstrates they have gained new skills in photo editing and using blogging platforms, and that their work has improved since receiving feedback and studying real media examples.
The document provides an evaluation of a media studies assignment where the student created an original music magazine.
The student analyzed conventions from real music magazines like Billboard to inform the design of their magazine. Key conventions included simple fonts, capitalized letters to draw attention to headlines, and limiting the number of headlines on the front cover.
The student's magazine, called "Arena," was aimed at a target audience of 15-21 year olds of both genders. Influences from magazines like Billboard helped ensure the magazine appealed to both female and male readers.
Overall, the student is happy with how their end product fulfilled the assignment brief of creating an original pop/indie style magazine informed by real media conventions and
1) The document is a student's evaluation of their media studies project creating a music magazine called REBEAT.
2) The student discusses how they used conventions from real music magazines in their design, such as color schemes and consistent fonts. They also included standard magazine features like barcodes and cover lines.
3) The student represents their target audience of 14-25 year old males interested in hip hop and R&B music through their choice of artists featured and genre of music covered in the magazine.
The document provides evaluation criteria for a student's media studies assignment on producing a music magazine. It lists 7 questions the student must answer to achieve a high grade, including how their magazine uses or challenges conventions, represents social groups, would be distributed, and who the target audience is. It emphasizes using a variety of technologies to evaluate the work, like blogs, Prezi, or podcasts. The rest of the document consists of the student's responses to the questions, analyzing aspects of their magazine production like cover design, layout, and audience feedback.
The document discusses the evaluation of a media product created by the author. [1] It describes how the author's magazine used conventions of real magazines such as price, central images, and puffs, but also challenged conventions by using an unconventional background color and contents page image. [2] The author learned about technologies like Photoshop and blogging through constructing the magazine, gaining skills in editing images and using feedback from a blog. [3] The intended audience is described as males and females aged 15-30, particularly in larger cities, and the author aimed to attract this audience through design choices on the cover like the title, colors, and price.
I gave this presentation August 2012 at the Social Media Intelligence Summit in San Francisco. This presentation does not lay out your B2C social media strategy for you. Instead, it takes a bigger look at why you are using social media in the first place, and how it is serving your business goals. This presentation originally contained no written words. I added in the spoken portion as text so that it makes sense online.
The document outlines Johnson Marketing Solution's social media campaign goals and strategy for a 4-week period. It discusses posting on Twitter 2-4 times per day, on Facebook 1-2 times per day, and on LinkedIn once per week. It describes the created ads for each platform focusing on building engagement. The goals are to track ad performance each week and adjust the strategy based on audience response. It also discusses amplification strategies for each platform such as partnering with influencers to promote the brand's content and messages.
1) The document is a student's evaluation of their media studies project creating a music magazine.
2) The student discusses how they used conventions from real magazines in their design, such as color schemes and consistent fonts. They also included standard magazine features like barcodes and cover lines.
3) The student reflects on how they represented their target audience, which they identified as 14-25 year old males interested in hip hop and R&B music. They also discuss the technologies they learned in creating the magazine, such as Photoshop.
This document provides an analysis of a magazine created by the author for their media studies coursework. It discusses the target audience for the magazine, which is music fans between ages 16-30 who enjoy hip hop and rap genres. The author aimed to fill a gap in the market by creating a magazine that appeals to both hip hop and rap fans. They used conventions from existing magazines to design sections and layout but added their own manipulated images. Feedback was gathered from the target demographic to help make the magazine more relevant. Overall, the author demonstrates they have gained new skills in photo editing and using blogging platforms, and that their work has improved since receiving feedback and studying real media examples.
The document provides an evaluation of a media studies assignment where the student created an original music magazine.
The student analyzed conventions from real music magazines like Billboard to inform the design of their magazine. Key conventions included simple fonts, capitalized letters to draw attention to headlines, and limiting the number of headlines on the front cover.
The student's magazine, called "Arena," was aimed at a target audience of 15-21 year olds of both genders. Influences from magazines like Billboard helped ensure the magazine appealed to both female and male readers.
Overall, the student is happy with how their end product fulfilled the assignment brief of creating an original pop/indie style magazine informed by real media conventions and
1) The document is a student's evaluation of their media studies project creating a music magazine called REBEAT.
2) The student discusses how they used conventions from real music magazines in their design, such as color schemes and consistent fonts. They also included standard magazine features like barcodes and cover lines.
3) The student represents their target audience of 14-25 year old males interested in hip hop and R&B music through their choice of artists featured and genre of music covered in the magazine.
The document provides evaluation criteria for a student's media studies assignment on producing a music magazine. It lists 7 questions the student must answer to achieve a high grade, including how their magazine uses or challenges conventions, represents social groups, would be distributed, and who the target audience is. It emphasizes using a variety of technologies to evaluate the work, like blogs, Prezi, or podcasts. The rest of the document consists of the student's responses to the questions, analyzing aspects of their magazine production like cover design, layout, and audience feedback.
The document discusses the evaluation of a media product created by the author. [1] It describes how the author's magazine used conventions of real magazines such as price, central images, and puffs, but also challenged conventions by using an unconventional background color and contents page image. [2] The author learned about technologies like Photoshop and blogging through constructing the magazine, gaining skills in editing images and using feedback from a blog. [3] The intended audience is described as males and females aged 15-30, particularly in larger cities, and the author aimed to attract this audience through design choices on the cover like the title, colors, and price.
I gave this presentation August 2012 at the Social Media Intelligence Summit in San Francisco. This presentation does not lay out your B2C social media strategy for you. Instead, it takes a bigger look at why you are using social media in the first place, and how it is serving your business goals. This presentation originally contained no written words. I added in the spoken portion as text so that it makes sense online.
Amazing! All niche websites template are available made internet marketing easy. Earn more and more using it. Boost your online business. Click on the cover page for more info_.
The document is an evaluation by Ibrahim Patel of a music magazine he created using Macromedia Fireworks and Adobe Photoshop. He summarizes the key elements of the magazine, including the front cover with masthead, date, news headlines and large artist picture. He compares his magazine to real ones and evaluates how well it follows conventions. He also discusses potential distribution methods and target audiences for the magazine.
The document discusses how the media product represents different social groups in terms of age, gender, and social class.
For age, the product aims at people in their late 20s or a few years younger by featuring older bands in their late 20s. It does not use childish designs that may appeal to younger people.
For gender, it aims mainly at males as it uses masculine features and male bands, which is a stereotypical image for bands.
For social class, it aims at working class people by having a basic layout and color scheme that is easier for all to understand, widening the audience.
The document analyzes how the media product represents and aims to attract different social groups
Personal Brand Exploration Chante' MoorechanteMoore
Chante' Moore is a student studying entertainment business who wants to help artists achieve their dreams through career management and event planning. She has experience volunteering in her community and helping her sister launch a successful YouTube channel. Moore's short term goal is to get an entry-level event planning position at Interscope Records after graduation. Her long term aspiration is to lead an artist management division at Interscope and sign highly successful artists. Moore believes her passion for helping others follow their dreams will help her excel in the entertainment industry.
This document provides a summary of a presentation by Ali Bullock on women in charge of social media and effective social media strategies. Bullock is the co-founder of Animals in Photos and manages digital and social media for CX. She discusses how women are influential leaders in social media companies and platforms. Bullock then outlines five myths about social media and marketing. She proposes a five step process to an effective social media strategy including setting objectives, choosing platforms, engaging customers, daily monitoring, and evaluating posts. The presentation concludes with tips on social media risks and a cautionary tale of overpromising on promotions.
Y12 unit 3 media production evaluation (Your Times, Your Life)Noah Gee
Noah Gee undertook research including an online survey and focus group to inform his planning of a youth culture website targeted at boys aged 12-18. He found that sport, music, and entertainment were most popular interests. His website design was inspired by Vice UK, incorporating social media sharing. Noah encountered difficulties executing his plans without templates or coding experience. He overcame problems by changing colors. The finished website aimed to appeal to readers through interesting celebrity profiles, focusing on positive representations of young people and their achievements. However, Noah recognized weaknesses in his time management and organization during the project.
This is a strategic provocation from wolfzhowl around the deployment & usage of Facebook's newly launched "Share Photo Album" feature.
This attempts to understand the mechanics of the feature, how human beings will use it for which possible emotional - social needs and how brand hence can leverage it.
This provocation again clearly demonstrates as to why Digital/Social are driven by people, their emotional personal & social needs and hence how it is important to understand their behaviour and then map the channel insights of that particular medium's facilitates & satisfies those emotional human needs (which is where channel mechanic kick-in).
This is the reason why DIgital media brands like Linkedin, Facebook, Twitter etc; actually need behaviour strategy experts in-house to help design features as well as to explaining to brands & agencies on how to employ them!
The student has learned a lot about creating magazines through their magazine project. They have improved their Photoshop and layout skills. While they enjoyed learning about magazines in AS Media, they do not think they will continue to A2 Media as they do not feel interested in creating a music video, which is a required project. Their skills with technologies like Survey Monkey, Blogger, and Slideshare have increased, allowing them to create and share digital content. Feedback on their magazine suggested making the font darker and mixing images with text more. Overall, the project helped them understand magazines better but confirmed A2 Media is not the right fit due to the different focus.
This document discusses strategies for successful Facebook commerce ("F-Commerce"). It outlines the key drivers of F-Commerce success as audience, offer, placement, and virality. It then describes the Facebook conversion funnel and emphasizes the importance of developing an engaged community through authenticity and compelling limited-time offers to drive purchases.
Doing the magazine project has helped the student decide to continue with Media A2. They have enjoyed the course this year and have made a lot of progress, especially with Photoshop skills. Creating the magazine showed them that magazines are not as difficult to make as initially thought. The student has learned many new techniques using various technologies like Photoshop, Survey Monkey, Blogger, and Slideshare. They now feel confident in their ability to create and publish digital media projects.
- Paint.NET is a free graphics editing program for Microsoft Windows that allows for advanced editing tools to create contemporary looking products.
- It can be used to design magazine pages and billboards to maintain brand identity across products and make the brand more recognizable.
- Advanced tools like layers, selection tools, and importing fonts allow for professional looking products and help avoid restarting work due to mistakes.
- Tutorial videos demonstrate how to use tools for magazine layout like sizing images correctly, placing elements, and creating shadows to make images pop.
- While some tools like gradients and effects can make pages more interesting, others like paint brushes would make the magazine appear unprofessional.
- Practice editing a sample magazine page
Social media is in the end about relationships. It should be deemed a two-way street. As a brand, you aren't there to market a product, you're there to communicate and associate. If you attack social media with gross sales as your end destination, your audience will detect it and, most likely, you'll be snubbed.
But, if you provide your audience something valuable, and your message is real, (you aren't manipulating it) consumers are inclined to take heed. Provide users engaging material, helpful info, streamlined client service, or bonuses like discounts and gratis gifts consistently, and you've the makings of a fit long-term relationship with a brand promoter willing to blab your praises to the globe.
After which, as long as you pull your weight by maintaining your message, meaning reliable and meaningful, consumers tend to remain loyal and express that in income generated over time and favorable references expressed amid their peers. That's the true return on social media.
My media products use and develop conventions of real media products.
My college magazine uses a typical magazine layout to help readers navigate through it. However, I challenged conventions by using black and white images and a plain masthead.
My music magazine follows conventions seen in NME such as reviews and images of musicians. I challenged conventions by using black and white images and placing the masthead across the top rather than the side.
Through constructing these products, I learned new technologies like Quark and Photoshop tools. I also gained experience targeting audiences and addressing them through appealing designs and language. Looking back, I see improvements from learning new skills and taking inspiration from other magazines.
The document discusses the respondent's choice to create a regional fashion magazine for their A2 Media coursework. They chose this project because they have experience with print media from previous coursework and enjoy working in this area. They will create the first 4 magazine pages, a billboard ad, and 2 website pages. The target audience will be women ages 18-25 in the Leicester area. Inspiration will come from magazines like Vogue and Look as well as local publications and fashion blogs. Materials will primarily come from the respondent's wardrobe and friends to keep costs low.
The document summarizes the progression of the author's magazine project from the preliminary task to the final product. Some key points:
- The preliminary task used PowerPoint and low quality photos, while the final product used professional software and photos.
- Research included surveys to determine the target audience of teenage girls interested in hip hop and R&B music, as well as analyzing conventions of similar magazines.
- Planning consisted of target profiles, mood boards, layout designs and font selections to conform to magazine conventions and attract the target audience.
- Production involved a photoshoot, editing photos in Adobe programs, and including appropriate content, cover lines and convergence to appeal to readers.
- The author
Judy publishes the daily paper @PRConversations Champions and is a member of the Paper.li Business Heroes program; a program dedicated to promoting and recognizing outstanding individuals in the Paper.li community.
The document discusses the student's school magazine media project. It provides examples of how the student incorporated various conventions of real media products into their magazine, such as using a masthead, lead story, images, and articles on topics relevant to the target audience of 16+ students. The student also learned about designing for their audience and using software like Photoshop and PowerPoint to construct their magazine. Through this process, the student gained skills in planning and creating media products.
Pub355: Discoverability: Understanding Your Audiencesomisguided
An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.
This document provides instructions for students regarding two technical papers they are required to submit for an online class. Students must post their papers online by January 18th and February 1st. Each paper should be 1500-2000 words and address a topic related to the class syllabus that has been approved by the instructor, Monique Sherre. Students will also review and provide commentary on two papers submitted by classmates. The document provides examples of past student papers and guidelines for formatting and submitting the papers online through the class website.
Shirky talks about how the group forming activities are easier in a web 2.0 world and what that means for sharing, collaboration, conversation and collective action.
Amazing! All niche websites template are available made internet marketing easy. Earn more and more using it. Boost your online business. Click on the cover page for more info_.
The document is an evaluation by Ibrahim Patel of a music magazine he created using Macromedia Fireworks and Adobe Photoshop. He summarizes the key elements of the magazine, including the front cover with masthead, date, news headlines and large artist picture. He compares his magazine to real ones and evaluates how well it follows conventions. He also discusses potential distribution methods and target audiences for the magazine.
The document discusses how the media product represents different social groups in terms of age, gender, and social class.
For age, the product aims at people in their late 20s or a few years younger by featuring older bands in their late 20s. It does not use childish designs that may appeal to younger people.
For gender, it aims mainly at males as it uses masculine features and male bands, which is a stereotypical image for bands.
For social class, it aims at working class people by having a basic layout and color scheme that is easier for all to understand, widening the audience.
The document analyzes how the media product represents and aims to attract different social groups
Personal Brand Exploration Chante' MoorechanteMoore
Chante' Moore is a student studying entertainment business who wants to help artists achieve their dreams through career management and event planning. She has experience volunteering in her community and helping her sister launch a successful YouTube channel. Moore's short term goal is to get an entry-level event planning position at Interscope Records after graduation. Her long term aspiration is to lead an artist management division at Interscope and sign highly successful artists. Moore believes her passion for helping others follow their dreams will help her excel in the entertainment industry.
This document provides a summary of a presentation by Ali Bullock on women in charge of social media and effective social media strategies. Bullock is the co-founder of Animals in Photos and manages digital and social media for CX. She discusses how women are influential leaders in social media companies and platforms. Bullock then outlines five myths about social media and marketing. She proposes a five step process to an effective social media strategy including setting objectives, choosing platforms, engaging customers, daily monitoring, and evaluating posts. The presentation concludes with tips on social media risks and a cautionary tale of overpromising on promotions.
Y12 unit 3 media production evaluation (Your Times, Your Life)Noah Gee
Noah Gee undertook research including an online survey and focus group to inform his planning of a youth culture website targeted at boys aged 12-18. He found that sport, music, and entertainment were most popular interests. His website design was inspired by Vice UK, incorporating social media sharing. Noah encountered difficulties executing his plans without templates or coding experience. He overcame problems by changing colors. The finished website aimed to appeal to readers through interesting celebrity profiles, focusing on positive representations of young people and their achievements. However, Noah recognized weaknesses in his time management and organization during the project.
This is a strategic provocation from wolfzhowl around the deployment & usage of Facebook's newly launched "Share Photo Album" feature.
This attempts to understand the mechanics of the feature, how human beings will use it for which possible emotional - social needs and how brand hence can leverage it.
This provocation again clearly demonstrates as to why Digital/Social are driven by people, their emotional personal & social needs and hence how it is important to understand their behaviour and then map the channel insights of that particular medium's facilitates & satisfies those emotional human needs (which is where channel mechanic kick-in).
This is the reason why DIgital media brands like Linkedin, Facebook, Twitter etc; actually need behaviour strategy experts in-house to help design features as well as to explaining to brands & agencies on how to employ them!
The student has learned a lot about creating magazines through their magazine project. They have improved their Photoshop and layout skills. While they enjoyed learning about magazines in AS Media, they do not think they will continue to A2 Media as they do not feel interested in creating a music video, which is a required project. Their skills with technologies like Survey Monkey, Blogger, and Slideshare have increased, allowing them to create and share digital content. Feedback on their magazine suggested making the font darker and mixing images with text more. Overall, the project helped them understand magazines better but confirmed A2 Media is not the right fit due to the different focus.
This document discusses strategies for successful Facebook commerce ("F-Commerce"). It outlines the key drivers of F-Commerce success as audience, offer, placement, and virality. It then describes the Facebook conversion funnel and emphasizes the importance of developing an engaged community through authenticity and compelling limited-time offers to drive purchases.
Doing the magazine project has helped the student decide to continue with Media A2. They have enjoyed the course this year and have made a lot of progress, especially with Photoshop skills. Creating the magazine showed them that magazines are not as difficult to make as initially thought. The student has learned many new techniques using various technologies like Photoshop, Survey Monkey, Blogger, and Slideshare. They now feel confident in their ability to create and publish digital media projects.
- Paint.NET is a free graphics editing program for Microsoft Windows that allows for advanced editing tools to create contemporary looking products.
- It can be used to design magazine pages and billboards to maintain brand identity across products and make the brand more recognizable.
- Advanced tools like layers, selection tools, and importing fonts allow for professional looking products and help avoid restarting work due to mistakes.
- Tutorial videos demonstrate how to use tools for magazine layout like sizing images correctly, placing elements, and creating shadows to make images pop.
- While some tools like gradients and effects can make pages more interesting, others like paint brushes would make the magazine appear unprofessional.
- Practice editing a sample magazine page
Social media is in the end about relationships. It should be deemed a two-way street. As a brand, you aren't there to market a product, you're there to communicate and associate. If you attack social media with gross sales as your end destination, your audience will detect it and, most likely, you'll be snubbed.
But, if you provide your audience something valuable, and your message is real, (you aren't manipulating it) consumers are inclined to take heed. Provide users engaging material, helpful info, streamlined client service, or bonuses like discounts and gratis gifts consistently, and you've the makings of a fit long-term relationship with a brand promoter willing to blab your praises to the globe.
After which, as long as you pull your weight by maintaining your message, meaning reliable and meaningful, consumers tend to remain loyal and express that in income generated over time and favorable references expressed amid their peers. That's the true return on social media.
My media products use and develop conventions of real media products.
My college magazine uses a typical magazine layout to help readers navigate through it. However, I challenged conventions by using black and white images and a plain masthead.
My music magazine follows conventions seen in NME such as reviews and images of musicians. I challenged conventions by using black and white images and placing the masthead across the top rather than the side.
Through constructing these products, I learned new technologies like Quark and Photoshop tools. I also gained experience targeting audiences and addressing them through appealing designs and language. Looking back, I see improvements from learning new skills and taking inspiration from other magazines.
The document discusses the respondent's choice to create a regional fashion magazine for their A2 Media coursework. They chose this project because they have experience with print media from previous coursework and enjoy working in this area. They will create the first 4 magazine pages, a billboard ad, and 2 website pages. The target audience will be women ages 18-25 in the Leicester area. Inspiration will come from magazines like Vogue and Look as well as local publications and fashion blogs. Materials will primarily come from the respondent's wardrobe and friends to keep costs low.
The document summarizes the progression of the author's magazine project from the preliminary task to the final product. Some key points:
- The preliminary task used PowerPoint and low quality photos, while the final product used professional software and photos.
- Research included surveys to determine the target audience of teenage girls interested in hip hop and R&B music, as well as analyzing conventions of similar magazines.
- Planning consisted of target profiles, mood boards, layout designs and font selections to conform to magazine conventions and attract the target audience.
- Production involved a photoshoot, editing photos in Adobe programs, and including appropriate content, cover lines and convergence to appeal to readers.
- The author
Judy publishes the daily paper @PRConversations Champions and is a member of the Paper.li Business Heroes program; a program dedicated to promoting and recognizing outstanding individuals in the Paper.li community.
The document discusses the student's school magazine media project. It provides examples of how the student incorporated various conventions of real media products into their magazine, such as using a masthead, lead story, images, and articles on topics relevant to the target audience of 16+ students. The student also learned about designing for their audience and using software like Photoshop and PowerPoint to construct their magazine. Through this process, the student gained skills in planning and creating media products.
Pub355: Discoverability: Understanding Your Audiencesomisguided
An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.
This document provides instructions for students regarding two technical papers they are required to submit for an online class. Students must post their papers online by January 18th and February 1st. Each paper should be 1500-2000 words and address a topic related to the class syllabus that has been approved by the instructor, Monique Sherre. Students will also review and provide commentary on two papers submitted by classmates. The document provides examples of past student papers and guidelines for formatting and submitting the papers online through the class website.
Shirky talks about how the group forming activities are easier in a web 2.0 world and what that means for sharing, collaboration, conversation and collective action.
MPub: Advancing the 7 Sentence Marketing Plansomisguided
The document provides guidance on developing a 7-sentence marketing plan that outlines goals, actions, and audience. Sentence 1 defines the purpose of marketing. Sentence 2 describes how the purpose will be achieved. Sentence 3 identifies the target market. Sentence 4 establishes a niche. Sentence 5 lists marketing tools and tactics. Sentence 6 defines the business identity. Sentence 7 measures success and allocates resources. The document provides examples and templates to help structure each sentence, including developing personas for the target audience.
Okay, here are the steps to solve this:
1) Conversion rate = Number of conversions / Number of impressions x 100
= 200 pre-orders / 400,000 impressions x 100 = 0.05% or 0.0005
2) Revenue from pre-orders = Number of pre-orders x Price per book
= 200 x $29.99 = $5,998
3) Expenses from ads = $5,000
4) Net income = Revenue - Expenses
= $5,998 - $5,000
= $998
So the conversion rate is 0.05% and the net income is $998.
Online Marketing Theory: A Look at Clay Shirky and Chris Anderson's Ideassomisguided
This document summarizes key points from a presentation by Clay Shirky on online marketing and the internet revolution. Shirky discusses how the internet combines previous revolutions in printing, communication, recorded media, and broadcast media. He explains that the internet enables freedom of press, speech, and assembly through sharing, conversation, collaboration, and collective action. The presentation emphasizes that new tools change behaviors more than games and that conversation, collaboration and community are fundamental to online marketing.
Crafting marketing plans based on a few simple frameworks.
Examples and student feedback on outreach pitches.
Week 2 assignment: Writing a marketing plan
The 49th Shelf uses Facebook to engage with readers interested in Canadian books and publishing. They have over 4,000 Facebook likes and post conversations to interact with fans. Their Facebook covers showcase Canadian book covers to appeal to different genres. Goals for using Facebook include attracting Canadian readers, writers, and industry professionals and sharing book reviews, recommendations, and discussions to build a community around Canadian literature.
Week 2: Pub355 Introducing the Longtailsomisguided
The document summarizes Chris Anderson's theory of the "long tail" and its implications for marketing. The key points are:
1) With lower distribution costs on the internet, niche products that were previously unprofitable "misses" can now make money. This has shifted consumption from a few "hits" to many niche products.
2) Democratization of tools and distribution allows many more people and products to participate in markets.
3) Marketers must find ways to reach fragmented audiences across many channels rather than relying on mass media. Successful companies like Amazon and Netflix understand customer behavior in a market of infinite choice.
This document provides an introduction to online marketing tools. It discusses setting specific and measurable marketing goals, identifying target audiences, and determining a business identity. It recommends employing tools like blogs, photos, videos, events, social bookmarking, business networking, microblogs, and online PR to enhance marketing campaigns. These tools could help accomplish goals through actions that generate responses and key performance indicators. The document advises aligning marketing mix choices with audience behaviors and business objectives.
MPub: Intro to Marketing Tactics & Principlessomisguided
This document outlines an introductory marketing course for publishers given by Monique Trottier. The course covers topics such as the history and evolution of marketing, key marketing principles and tactics, and how new technologies and social media have impacted marketing and publishing. It provides learning objectives and outlines topics to be covered including the culture of the web, social sharing and collaboration online, and how behaviors have changed with new tools. Students will watch a video on these topics and do a group exercise creating an online cookbook page collaboratively using social media tools.
This document provides an overview of website redesign. It discusses common reasons for redesigning a website such as no mobile support, outdated aesthetics, or using a legacy content management system. The document then examines the roles and perspectives of those involved in a redesign including content, design, programming, and maintenance. Next, it outlines the typical stages of a redesign process from initial research and scoping to content migration and post-launch activities. Finally, the document looks at example tasks for content, design, and technology teams in planning and executing a website redesign.
Pub355W: Tips on Twitter, Email Subject Lines & Press Releasessomisguided
This document provides information and tips about online marketing plans, specifically regarding tweets, pitch letters, and finding bloggers to promote books. Key points include:
- Tweets should be useful, specific, and urgent while using hashtags, @mentions, and short URLs within 140 characters.
- Pitch letters should be personalized, positive in tone, promise value for the reader, and include a clear call to action.
- Bloggers can be found through their websites, Google searches, book reviews, and book tour companies. Knowing their interests helps tailor the pitch.
The document provides guidance and information for learning social media marketing skills. It outlines key concepts students should understand, such as writing tweets, emails, press releases, and social media plans. Assignments include reviewing case studies and best practices. Budget guidelines are provided for common marketing activities, ranging from $500-5000 for overall book marketing to $1500-4000 for a landing page. Tips are given for writing media releases, pitch letters, and developing personas to represent target audiences.
Pub355: The Cluetrain Manifesto & The Open Brandsomisguided
The document discusses marketing principles from The Cluetrain Manifesto and The Open Brand. The Cluetrain Manifesto from 1999 argued that markets are conversations and companies should use a human voice. It said transparency and authenticity are important. The Open Brand from 2008 discussed how consumers now have more power due to the internet and brands must engage with consumers in their communities. Both argued that traditional top-down marketing is outdated and companies must have dialogue with customers.
Harry potter and the internet revolutionsomisguided
The document discusses how various internet technologies from the 1990s onward enabled increased fan participation and community around the Harry Potter series. Early technologies like email and search engines allowed fans to communicate and find information. Over time, platforms like blogs, podcasts, YouTube, and social media empowered fans to create and share vast amounts of original content which built up the online Harry Potter fandom in the build up to the later books and films.
My Mini Club marketing plan aims to increase Facebook fans to 1,000+ and sales by 5-10% by December 31st. It targets Stephy Chen, a 19-year-old Chinese international student in Richmond who enjoys taking selfies and uses social media daily. The plan provides an in-depth persona profile of Stephy to understand her goals, interests and online behavior. It will promote My Mini Club's new photo products and ideas on Facebook to appeal to Stephy's passion for photography and fashion.
Independent Bookstore: Social Media Marketing ExampleChristine McKenna
Fairytales Bookstore & More is an award-winning children's bookstore that specializes in hand-curated books and educational toys. The owner hired C. McKenna Consulting to increase foot traffic, create a social media strategy, and provide quality social media content. McKenna implemented strategies across Facebook, Twitter, and Pinterest that included regular posting, engaging with followers, and highlighting products. Analytics showed spikes in engagement on Facebook and a doubling of followers on Twitter within a month.
This document discusses the importance of social media marketing for businesses. It explains that social media marketing focuses on creating engaging content to attract readers and encourage sharing. This grows brand awareness through word-of-mouth at low cost compared to traditional advertising. The document provides an overview of major social media platforms like Facebook, Twitter, LinkedIn, and Pinterest, and how businesses can utilize each one. It emphasizes that effective social media marketing requires ongoing posting of relevant content, engaging with customers, analyzing metrics, and responding quickly to customers online.
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Pub355 How to Write a 7 Sentence Marketing Plan
1. What Makes a Good 7-Sentence Plan
PUB 355: April 1, 2011
by Monique Trottier
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing
2. Sentence 1: Purpose
Be specific, make sure to include the measurable goals
(actual numbers)
Geist > Engagement (Arco Marketing)
Go on to detail goals and specific numbers:
Goal 1: Reach & Maintain Audience. Increase FB fans 2–4% a week, Twitter 2.5% a week
Goal 2: Get constituents to talk to each other: # RTs, comments, photo submissions
Goal 3: Increase subscribers overall by 5–10%; double digital edition from 1500–3000
monique@boxcarmarketing.com
twitter: @boxcarmarketing
3. Sentence 2: Will accomplish by...
Make a clear connection to stated goals in #1. Summarize what
you’re going to do to accomplish the goal, and what business
objective the goal meets. Sentence #5 is an extension of #1 & 2
and provides more specific details. Repetition is ok.
Ardea > Lead Gen (Dynamite)
Goal #2: recruit new customers – 3 new customers to come into the store per week
(MT: Measure store traffic. Measure referral through promo activities.)
In order to recruit new customers, we will target them through several different channels.
• Coupons to customers attending events if they “refer a friend”, i.e., bring a friend to the
next book club meeting or author reading. This will help promote both our brand as well
as get a new person into the physical space of the store where we can interact with
them and/or encourage impulse buying.
• Collaborating with other local shops (coffee shops for example) to offer incentives
(coupons) to visit our store/theirs. This gives us the potential to reach a new audience.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
4. Sentence 3: Audience
Clearly identified audience groups and provided persona for
each. I need/want statements relevant to goals, purpose, tactics.
Ardea > Engagement (Cellar Door)
Goal: The purpose of our marketing plan is to engage more deeply with Ardea customers
in an online setting in order to increase brand visibility and exposure through social
media. Our focus will be on increasing Ardea’s online audience and subscribers with the
intention of applying different stages of customer engagement and building a list which
can be used for future marketing opportunities.
Barbara, Community Planner
Basics: Late 40’s, female, and serves on the board of directors of the University of British
Columbia (UBC) campus as a community planner. She is committed to building a sustainable
and secure campus where students and families can live and study. She has worked for UBC
for the past 20 years and her position requires her to develop short and long term plans for the
revitalization of the community.
Barbara takes pleasure keeping up to date with modern day technologies and understands
that the online world is rapidly expanding and pertaining a significant role. However she
doesn’t exactly know how to use social media and only dabbles a little for quick information.
Professional and personal background:
Barbara is from Vancouver and generally lives and works in the municipality of Point Grey.
Barbara is quite creative, smart and looks for outlets that let her exercise these traits. She is
interested in art, blogging, gardening, watching movies, sharing coffee with friends, and thinks monique@boxcarmarketing.com
one can never read enough books! twitter: @boxcarmarketing
5. Sentence 3: Audience
Quote:
“I understand the times are evolving into an online world, but I am old fashioned. I don’t stray
far from my neighbourhood and I like to spend my money where people know my name and I
am affiliated with a group. I don’t try to keep up with new media and since I never needed it
before, I don’t see why I need it now.”
Technological background:
For someone who works on many deadlines, Barbara does not care to spend her time or
money using complicated technologies and hard to source websites. Barbara does not realize
the easy way to keep track of bookmarking her favourite websites that are available on the
Internet. Barbara just reads websites and blogs for quick information. She also uses an e-mail
account and has a profile on Facebook. However, she is not very active on Facebook or any
other social media sites and only uses it to view photos of her friends.
Barbara views the following websites for quick information:
- cbc.ca
- http://blogs.ubc.ca
- kitsilano.ca
- VancouverIsAwesome.com
- cinemaclock.com
monique@boxcarmarketing.com
twitter: @boxcarmarketing
6. Sentence 3: Audience
Goals:
- How do I know which books would interest me?
- How does local news relate to your store?
- I don’t know how to deal with confusing websites, tell me what I should know.
I need/I want:
- I want a knowledgeable source
- I want trustworthy recommendations for future books
- I want the process to be easy and fast
- I want to learn at my own convenience
- I need to see the importance of how this applies to me
- I want to be involved in my community
- I want to see value in where I spend my money
(MT: Acts as a guide for content that will resonate, indicates promotions that build
reputation and make a clear connection to the community. Checkpoint for whether
activities suggested in #5 will be acted upon by this audience. Indicates what metrics
should be considered and if goals in #1/2 are attainable.)
monique@boxcarmarketing.com
twitter: @boxcarmarketing
7. Sentence 4: Niche
If I was a journalist writing a story about the client / contest /
promo, what info do you want me to include in my article? What
is the story angle?
S.P.H.E.R.E. “so what”, “personality”, “ego”, “relevancy”, “effort”
So what?
Why do your consumers care about the brand?
What is interesting about this project?
What makes you different from your competitors.
Why do consumers pick you vs. another product/service?
Personality
What are the adjectives that describe the brand.
What are the adjectives that describe your consumers?
Do you have a spokesperson? Are there fans/advocates for your brand?
Ego
Why do your consumers want to engage with you? What’s in it for them?
Relevancy
There is a relevancy between the audiences’ motivations and the brand? The project?
Effort
Do not underestimate the amount of effort in creating an effective community. What effort do
you need to put into this campaign in order to keep people long-term? monique@boxcarmarketing.com
twitter: @boxcarmarketing
8. Sentence 4: Niche
Geist > Lead Generators
Goal: To get more kits into the classroom and increase awareness among CDN high school
instructors that these kits are available. We will measure success by the number of FREE kits
being requested by teachers. In return, we will collect their contact information including their
address and email.
Characteristics of the audience
● High school teachers who are tired of their routine-based classes and are in a need to be
inspired in terms of how they can create assignments that can excite their students. Due to the
budget cuts in many schools around the globe teachers are limited with resources, and are in
turn limited in what they can do creatively with their students.Why audiences care
● Audiences will gain respect for the brand and in turn, care about Geist because they will
come to realize that we are there to help them.
● Considering that the material is free, teachers have nothing to lose. In exchange for
magazines, our company will gain recognition and as a result, more people would explore
what the company has to offer.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
9. Sentence 4: Niche
How will Geist benefit Sarah (a persona identified in #3)?
Poetry section:
According to Sarah the poetry section is often use as a way to unleash student’s creative mind
and increase students’ ability to understand poetry. For example, from issue 78 a poem name
Tenement Song written by Gillian Jerome was given. In the beginning of English class, Sarah
will put the poem on overhead and the whole class will read it over together. Next, students
will be split into groups and brainstorm together to come up with the possible meaning and
connotations of the poem. In the end, groups will exchange their ideas with the whole class
and see what different interpretations they come up with. Sarah felt that by doing this, it not
only makes the poetry more interesting it also creates a bond between students. Additionally, it
educates students to respect one another’s creative work.
Connect the audience with Geist’s business identity/ how does Geist reflect their
personalities and interest?
Geist reflects on its audience’s creative ability through their postcard contest while satisfying
its consumer’s need for some “fun” through their crossword puzzles.
After looking at the FB group, we saw pictures of individuals who seem to have an “edge” to
them. For example, participants wore t-shirts that says “Geist kicks ass”
* Audiences need to understand that our brand is one that is fun and interesting
* Students will connect with the brand if they realize that the people associated with Geist are
one’s that they would want to be around and relate to.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
10. Sentence 4: Niche
Competitor Info
• Include info on the types of promotions your competitors undertake and how/why your
campaign will stand out
• Be clear in noting your competitive advantage
• Identify your competitors Fan/Follower numbers so you have a baseline for your KPIs
Geist > Engagement (Arco)
monique@boxcarmarketing.com
twitter: @boxcarmarketing
11. Good Sample Answer
What is your niche?
My Mini Club is a Facebook Page and a website that offers an online community to welcome
customers, enthusiasts, and fans of the Fuji Instax Mini camera. The theme of My Mini Club is
“Make your moment special” which implies that when a person visits the website, they will feel
the site is fun and memorable. It also implies that every time a person uses the camera, it
captures that specific moment in time. My Mini Club offers an online community that
encourages interaction from its staff members to its users through the website. The customer
service staff is easily approachable for the users to answer questions, get stock updates, or to
get help making a purchase decision of the products that they desire. My Mini Club’s products
also have a lower price that is attractive to our target audience.
So what?
• Prospective customers want to learn more about the Fuji Instax Mini
• Access to information about the use of this camera is not readily available at any brick and
mortar places in North America and there is really limited content online.
• My Mini Club offers good customer support and is easy going, friendly, and knowledgeable.
Why do people need to care about this camera?
• Fuji Instax Mini is not widely available in North America. It is an alternative to a Polaroid.
• This camera offers a different style of photo taking that the target audience is interested in
and fulfills a need in the market of the Lower Mainland for this type of photography.
Personality
• My Mini Club is a welcoming site for people to see the feedback and questions
• For the types of personalities that use this camera, they like to show their photos physically,
whether in their wallet, photo album, or a scrap book. They like to share their photos. Giving
it to the person they want instantly instead of emailing the photo to them or printing it.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
12. Good Sample Answer
Hook
• One of the main goals of My Mini Club is to attract people to go to their website or Facebook
page by pulling people onto our space and hooking them on to the content.
• Some things that they do well in this aspect are the up to date content that they post on the
Facebook wall. They post attractive pictures or catchy subject lines from time to time to try to
attract a new audience. For example, a recent post on their Facebook wall was “Guess how
many packs of film there are”, with a picture of a “mountain” of film boxes.
Ego
• There is motivations on why people go to My Mini Club and decide to make a purchase. The
audience wants to join the community that this site is creating.
• They see their friends are using the camera, so they want to see what it is all about and see
why they are enjoying it or not.
• Most people in North America are use to using a regular camera and smart phones. The
target audience wants something different and is unique.
• My Mini Club can show them the advantages and functions of the camera. With enough
motivation, this can create an interest on interacting on the site and even an interest in a
purchase decision.
Relevancy
• There is a relevancy between the audiences’ motivations and what My Mini Club is asking
them to do.
• For example, the staff can post a YouTube video on the wall about a tip that customers can
use the camera better to take better portrait shots in bad lighting. Not only does this offer a
reason to hook someone to our content, but also be relevant to the audiences’ motivations
because it can be something that they are looking for. My Mini Club can find out about what
the audience is interested in and post relevant content on their Facebook Wall or discussions
page or create new sections on the site. monique@boxcarmarketing.com
twitter: @boxcarmarketing
13. Good Sample Answer
Effort
My Mini Club should not underestimate the amount of effort in creating an effective community.
My Mini Club can continue to get people to talk more on the site and make the Facebook page
grow as a community. Getting returning viewers and customers onto the site to contribute can
create more of a community, as it creates more areas of interest. The more interest My Mini
Club can get, the higher level of “word of mouth” would likely occur.
Benefits and competitive advantage
My Mini Club provides tip, tricks and new ideas from turning vintage style cameras, such as
the Fuji Instax Mini, into modern day fun. Our friendliness and helpful tips provide a high level
of customer satisfaction for all current owners of the camera,
Currently, there are very few suppliers in Canada that sell this similar product. My Mini Club’s
pricing is below all the major big box retailers and small businesses that sell the similar
products. We provide in-person service for all transactions and at all the convenient pick-up
locations in the Lower Mainland. All taxes are included within the price listed on My Mini Club’s
website and on the Facebook Page for easier accessibility.
One of the competitive advantages that My Mini Club has is their customer service and
interaction on their Facebook page that creates an online community. They want to make the
people feel welcomed to the site and if they like what they see, they can “like” their Facebook
page and become a fan. The staff is easily approachable because they can be seen
answering people’s questions very quickly. The users on the site like to post and share their
thoughts, questions, and their photos that they have taken with the Fuji Instax Mini cameras.
Positioning statement for My Mini Club:
For the young and instant camera loving people who wants to keep and share their instant
moments. My Mini Club is a fun and welcoming Facebook page that provides a fun and
interacting online community. Unlike main competitor sites like divainn.com or big box retailers
selling similar cameras, My Mini Club provides customers with a place to come together and monique@boxcarmarketing.com
share their photos, tips, thoughts, and experiences. twitter: @boxcarmarketing
14. Sentence 5: Strategy & Tools
Make a very clear connection between goals in #1, how you will accomplish #2, and
tactics in #5. Tie it into #7 for KPIs. Redundancy is ok. Each sentence builds on the
previous.
Ardea > online / offline (Glasses & Mustaches)
monique@boxcarmarketing.com
twitter: @boxcarmarketing
15. Sentence 6: Business Identity
Geist > Online / offline (Merkatiko6S)
Goal: Draw in a larger audience by hosting a Geist writing career conference at SFU. The
objective will be to get the Geist brand out there and to urge talented student writers to look at
becoming contributing members of the Canadian literature scene by submitting their work; if a
connection can be drawn between Geist and a future career, then many young graduates or
soon to be graduates will be drawn to what Geist offers.
#6: The brand personality of Geist Magazine, in general, is intelligent, fun, humorous, literary
focused and educating with user-friendly writing. These are characteristics that you don't see
very often in literary magazines, with each of the issue consisting of photography, comics,
poetry, movie/books review and their “legendary” crossword puzzle.
Geist encourages readers to summit their own work and share them on their magazine, hence
creating an interactive environment between the reader and the publisher. Anyone interested
in Geist is welcome to join this growing online community. In order to draw connection to
Geist’s characteristic in our conference's context, we will define Geist based on two
characteristics...
monique@boxcarmarketing.com
twitter: @boxcarmarketing
16. Sentence 7: Budget / KPI
Identify all costs, hours, and KPIs. Make sure the KPIs are directly related to your goals
in #1. Ensure there is clear alignment between #1, 2, 5, & 7. Consider a grid that shows
Goal > Actions (you want the customer to take) > Tactics (that you will employ) > KPIs
(how you’ll measure success)
See again Ardea > Online / Offline (Glasses & Mustaches)
monique@boxcarmarketing.com
twitter: @boxcarmarketing
17. Understanding what to measure
In addition to the grid they provided in #5, they used #7 to talk about measurements
by platform.
1. Facebook.
Budgeted/Allocated Time: Facebook page maintenance will require about 3.5 hours over
the course of a week (30min a day). During campaigns it will require an additional 0.5
hours per day for each day of the campaign (per question 5).
To increase traffic to Ardea Book’s discussion page, we will be creating an online book
club. Success will be measured by seeing an increase in post by customers. Our initial
baseline number is 25 posts per month.
Part of our marketing campaign will be to engage customers to participate online to
develop the Ardea brand. Therefore, we will be increasing the number of photos and
member-photo involvement on Ardea’s Facebook page. We will be adding 25 photos per
month and, we aim to have 25% of these photos to include personal tags.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
18. There are 2 things we like to measure:
Things that lead to sales
Sales
Monique Trottier
@BoxcarMarketing
20. Things that lead to sales
Twitter Followers Customer Feedback
RTs
Facebook Fans
Email Opens
Website Visitors
Press Mentions
Sales
Monique Trottier
@BoxcarMarketing
21. Things that lead to sales
Acquisition Website Visitors, time on site
Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (profile data), Fan/Follower
Email Opens, Click-throughs,
Retention Repeat visits
Press Mention, RT,
Referral Refers 1+visitors to the site;
Refers 1+ visitors who activate
Sales
Monique Trottier
@BoxcarMarketing
22. If you don’t know where you’re going, any road will
get you there.
Misquote from Alice in Wonderland
Monique Trottier
@BoxcarMarketing
23. A simple Contest
• Reach a new audience or reinforce our connection to an existing audience
Goal Lifecycle Marketing Tactic Customer Action Metrics
@ / RT / Comment
Response Visitors
Acquire Subscriptions
Reach a new Listen Visit to the site
Activate (email/RSS)
audience Introduce Subscribe Fan/Follower
Retain
Return Account sign-up
Return Visits
@ / RT / Comment
Response Repeat visits
Reinforce our Retain Talk Email opens
Visit the site
connection to Referral Pitch CTR / Goal Funnel
Act Mentions
existing audience Revenue Thank
Refer Referrals
Referrals who convert
24. A simple campaign to build Reputation
• Use a blog to establish authority / expertise.
• Focus on writing good content first and self-promotion second
Goal Metrics
Pagerank +
Nth position in relation to competitors by a # inbound links from influential blogs
certain date # bookmarks (Delicious)
Google Position in Search Results
Volume of organic traffic per month
# inbound links from influential sites
X% increase of traffic per month
# email subscribers or fan/followers who can
be directed to the site
X$ per month attributable to Segment and Funnel:
referrals from blog Traffic that converts to sales
25. A really simple campaign to increase Engagement
• Be nice to customers who mention you on Twitter
Goal Metrics
# positive comments sent to customers per
week w/in given timeframe
Increase # positive conversations # of conversations that started from those
comments
# additional activation points
26. A simple campaign to increase In-Store Sales
• Implement a promotion on social media.
• Give participants a printable campaign voucher so you can track sales
Goal Metrics
Goal Funnel: Impressions,
Download voucher
Form Completion; Downloads
$ monthly sales monthly sales
% increase in store traffic over
monthly store traffic
pre-promo period
Attract an audience in a particular area traffic from particular area
27. A simple campaign to increase Online Sales
• Use Twitter or Facebook to inform prospects about special promotions.
• Exclusive, limited-customer/limited time offers.
Goal Metrics
Increase monthly sales / subscriptions monthly sales attributable directly to SMM
Segment & Funnel: new customers
Increase % value from new customers
attributable directly to campaign
Increase conversions from Segment & Funnel: monthly revenue
Twitter traffic generated from customers from Twitter
Repeat customers from that group
Retain X% of new customers
Unsubscribe rates
28. Social Media Measurements
Content
Platform Ratio of Posts to X Peak Conversion
Resonance
Opens
Day
Email Opens CTR
Time of Day
Unsubscribes
RTs
Day
Twitter RTs @
Time of Day
Recos
Like
Day
Facebook Interactions Share
Time of Day
Comment
Monique Trottier
@BoxcarMarketing
29. Preparing Draft 3
Ardea > Lead Generation
#1 & 2: It’s ok how you’ve combined these because you have specific, measurable goals
and you identify the business reason behind these goals.
#7 provides strong background information.
#5 is a good list of the tools, but there needs to be a clearer connection between the tool
choice and how it’s used to meet the goals identified in #1 and 2.
To improve #5, create a grid as discussed that pulls in information from #1, 2 and 7:
Goals > Actions > Tactics > KPIs
Goal = bullet points of goals identified in #1 and #2
Actions = actions you want the customer to take to meet your goals
Tactics = bullet points of activities that you will employ to motivate your audience to take
the desired action
KPIs = how you’ll measure if your tactics are resulting in the desired actions that mean
you are meeting your goals
# 3 Audience: Review personas to make a connection between their motivations and your
marketing activities. Add the I need/I want statements for each persona and make sure
those motivations reflect the tactics you undertake in #5.
#4 Niche: To refine your SPHERE section, imagine you are writing a press release about
one of your marketing activities, perhaps the promotion of an in-store event. Write the
headline and summary, like our in-class exercise. This will help you refine the true media
“hooks” and the “so what”—why people should care.
#6 Identity: The competitor info here is good. Just consider how Ardea compares. See the monique@boxcarmarketing.com
Competitive Advantage section of the Sample for My Mini Club. twitter: @boxcarmarketing
30. Preparing Draft 3
Ardea > Engagement
#1. Good info and summary of what you’ll measure. Just make sure you are taking into
account what your client is already doing. If they have a FB page already, what exactly are
you building that is different than what they have.
#2. Good descriptive content in 1, 2, 5 and 7. But you would benefit from creating a grid
that outlines Goals > Actions > Tactics > KPIs. (Not a replacement for the existing content,
just a way to provide a single view on what you’re suggesting.)
Goal = bullet points of goals identified in #1 and #2
Actions = actions you want the customer to take to meet your goals
Tactics = bullet points of activities that you will employ to motivate your audience to take
the desired action
KPIs = how you’ll measure if your tactics are resulting in the desired actions that mean
you are meeting your goals
#3. Great persona work. To take it to an A+ make the connection to what the audience
wants/needs and how you’ll establish Ardea as that knowledgeable, reputable, community-
minded, trusted source for book info.
#5. Good ideas here and samples of how you would execute these tactics. The grid will
help align the goals > actions > tactics > KPIs in a single view. Ensure your metrics are
consistent throughout each section.
Do some follow up research on FB Discussions and how to make that successful if it’s one
of your tactics. Same with the video newsletter. Both are good ideas but are hard to
execute. If you had some case studies or examples of successful implementation on other
sites, then it would reinforce the credibility of these tactics.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
31. Ardea > Online / Offline
Preparing Draft 3
#1 & 2. Great ideas all around. Your #5, which is broken down by platform, is actually
closer to what you want for 1 and 2. You are creating a different view of that same info but
grouping it instead by overall business goal. To refine your answer, it’s just a matter of
shuffling around the information. #5 and #7 are working well together because they are
broken down by platform. Just re-jig #1 and 2.
For #1 and 2, create a view that is Overall Goal > Desired Customer Actions > Your
Marketing Tactics > KPIs.
One approach is to merge what you define in #2 as a Result with what you identify in #1 as
a goal. You could start with the grids in #2 and put in specific metrics, i.e., increase visits to
the website by X%. Then make the Results column your Goal column. Sort your goals into
groups of things that are Sales-related goals (things specific to $) and goals related to
Awareness, Engagement and Reputation (soft goals, which influence sales, but have a
non-financial impact).
(In your # 2 grid Strategy = what you want to do. Actions = why you want to do it. Results =
what you expect.)
Next step, in order to better describe your business objectives (why you want to do
something), refine the grid so that:
Goal = Bullet point of overall business goal/result. i.e.,
Increase traffic to the website by X%
Actions = What we want the customers to do: i.e., visit the website, visit the store, sign
up for email news, come to Meet the staff.
Tactics = A combo of your current Strategy+Action columns. How you’re going to get
customers to take the above actions. i.e., create staff profiles and establish a
relationship between staff & customers through online engagement and in-
person “Meet the Staff” event.
KPIs = All the things you can measure related to the desired customer actions, which monique@boxcarmarketing.com
are also aligned with your goals. twitter: @boxcarmarketing
32. Preparing Draft 3
#3. Most of your tactics are for a local audience so I’d more the persona work on tourist to
an appendix
#5. Some samples of how you’d execute these tactics would move you to an A+.
Blogger outreach list: Vancouver bloggers who could be pitched to write about Ardea. See
tips in separate email.
Think about the other location-based tools that have been presented in class. Google
Places is a great example, but don’t forget the others. Actually getting them listed in all
relevant directories (Foursquare, Yelp, etc.) would be cost-effective, a great example of
online-offline for local businesses, in particular for meeting the goal of getting people into
the store.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
33. Preparing Draft 3
Geist > Lead Gen
Overall great ideas. You need to group information into their relevant sections though.
Can you reshuffle the content and let me view again? Take into consideration the feedback
for the other groups and what content should be in each section.
I’d like to see a clear grid like we’ve talked about with the other groups showing
Goals > Actions > Tactics > KPIs
Goal = bullet points of goals identified in #1 and #2
Actions = actions you want the customer to take to meet your goals
Tactics = bullet points of activities that you will employ to motivate your audience to take
the desired action
KPIs = how you’ll measure if your tactics are resulting in the desired actions that mean
you are meeting your goals
Great insights into the persona and how the kits will benefit each persona.
#7. If you can get the measurements for success outlined in 1, 2, and 5, then we can come
back to your cost breakdowns related to the tactics you want to use. I’m not clearly
understanding your calculations.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
34. Preparing Draft 3
Geist > Engagement
#1. Fill in a couple of the blanks. If you mention a website, include the URL and the traffic
numbers (inbound links, twitter followers, etc.) that demonstrate relevance.
#2, 4 and 5. Where noted, provide some samples of how you’d execute your tactics.
Sample tweets, press release headline/summary,
#3. Make a connection between persona’s motivations and how you’ll get them aligned to
do what you want them to do (desired customer actions that mean success)
#4. Competitor Numbers would be handy to include in the doc. See example MyMiniClub
example and think about how Geist stands out from these competitors. Or mention what
promo activities these competitors engage in that Geist could adapt. Basically just answer
how Geist can stand out from the competition better.
#5 & 7. Would love to see a grid Goals > Actions > Tactics > KPIs as discussed with other
groups.
#6. Very good
monique@boxcarmarketing.com
twitter: @boxcarmarketing
35. Preparing Draft 3
Geist > Online / Offline
#1. Great ideas and reasoning. Remember 1, 2, 5 and 7 work together. Provide a grid view
that helps clearly outline your Goals > Actions > Tactics > KPIs.
Goal = bullet points of goals identified in #1 and #2. Make sure you have specific #s.
Actions = actions you want the customer to take to meet your goals
Tactics = bullet points of activities that you will employ to motivate your audience to take
the desired action
KPIs = how you’ll measure if your tactics are resulting in the desired actions that mean
you are meeting your goals
#2. Great descriptive content that shows you understand the business justification for what
you’re proposing. Again, you just want to synthesize that info into a bulleted/grid format
with some specific metrics.
#3. Good job with personas. Just make the connection between the I need/I want and how
the conference meets those needs. See the MyMiniClub Ego example.
#4. Provide a sample of how you’d execute your tactics. Write the event description for
Eventbrite or a press release Headline/Summary announcing the event. Provide 5 tweets.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
36. Preparing Draft 3
#5. Same issue as previous groups. You have the right grid format, but need to refine the
content in the grid.
Next step, in order to better describe your business objectives (why you want to do
something), refine the grid so that:
Goal = Bullet point of overall goal/result. i.e., Sell-out event (500 ppl paying $10)
Actions = What we want the customers to do: i.e., visit event page, sign up for the event,
share with others
Tactics = A combo of your other columns. How you’re going to get
customers to take the above actions. i.e., advertise event on FB
KPIs = All the things you can measure related to the desired customer actions, which
are also aligned with your goals. # attendees, # pageviews of event, # RTs/
Shares of event info
#7. Good descriptive text. Make sure all your costs are listed. The #5 grid will help outline
the KPIs.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
37. Next Week: In-Class Test
• Meet in Room 1325
• I’ll explain the exercise
• Who’s bringing a laptop?
• What resources can you use during the test?
• How to prepare
• Draft 3 due April 15
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing