The proposal summarizes a marketing campaign called "The 5 Go's" to build awareness of the WeGoZo study abroad website. It involves creating a 5-part YouTube video series covering informational, food, sightseeing, nightlife and adventurous topics in various study abroad locations. It will promote the videos on social media platforms like Facebook, Twitter and Instagram. The goal is to generate buzz and attract users to connect with others about their study abroad experiences. Competitors include Facebook for social networking, and TripAdvisor and LonelyPlanet which provide travel information but not a social platform. The target market is college students aged 18-25 who can afford travel. The budget allocates funds to promote content on the

1. Wegozo Campaign
Proposal
Dominique Falcone, Clay Morrisson, Sage Ratner, Ryan Shook

2. https://www.youtube.com/watch?v=5giRDZVzblc

3. Building Awareness:
Goal:
● Build awareness through social media platforms
● Focus on adding users while avoiding site content
change

4. “The 5 Go’s”
Marketing Campaign

5. Our Idea: “The 5 Go’s”
5 part YouTube series focusing on:
● Informational
● Food
● Site Seeing
● Nightlife
● Adventurous

6. Concept:
● Project required of students in various International
Marketing / Strategic Management courses
● New video content implemented at end of every study
abroad semester

7. Climate/Macro-Environment:
PEST Analysis:
● Political: copyright infringements, IES regulations, injury liabilities
● Economic: potential size of market?
● Social-cultural: ability to connect with other users with similar
backgrounds
● Technological: social media platform numbers

8. Situation Analysis ~ SWOT:
Strengths:
● Exciting videos that are visually appealing to future
study abroad students
● Show many different cities of the study abroad
experience
● Appeals to all study abroad students with variety of
videos
● Provides useful information in terms of where to
eat/drink/visit/adventure
● Great at generating awareness to the Website
through strong channels such as YouTube,
Facebook, Twitter & Instagram
Weaknesses:
● Some students may not want to take the time to
watch the videos
● May be difficult to directly reach students who do not
have social media accounts
● Must initially rely on student projects to gain
awareness
Opportunities:
● Can generate a lot of buzz for the website by one or
more amazing videos
● Attract a large variety of users through the use of
other existing websites
● Gets users to connect and potentially meet/talk to
others about their experience
Threats:
● Competition from TripAdvisor and LonelyPlanet that
have more detailed information
● Some students may not want to take the time to
watch the videos (could be both a weakness/threat)
● Must abide by YouTube’s regulations

9. Channels and Tactics:
YouTube - creation of “The 5 Go’s”:
● Ads on travel related video searches
● Potential ads on popular videos
FaceBook, Twitter and Instagram:
● Hashtags like #WeGoZo, #StudyAbroad, #The5Gos
● Ads on pages relating to study abroad searches, study abroad FaceBook
Groups
● Promoted Instagram videos and Twitter posts

10. Statistical Objectives:
End of semester projection:
● Youtube: 100 subscriptions
● Twitter: 75 followers
● Instagram: 500 followers
End of year projection:
● Youtube: 250 subscriptions
● Twitter: 200 followers
● Instagram: 750 followers

11. Company Analysis:
Brand Personality: Excitement (based on J.L. Aaker’s work)
● Daring (daring, trendy, exciting): this will be our focus with our
adventurous YouTube video
● Spirited (spirited, cool, young): this will be our focus with our
Nightlife/Bars/Clubbing YouTube video
● Imaginative (imaginative, unique): this will be our focus with the food
YouTube video
● Up-to-date (independent, contemporary): this will be our focus for the
informational YouTube video

12. Competitor Analysis:
Top 3 Competitors:
1. FaceBook
2. TripAdvisor
3. LonelyPlanet
Social
Informative
Network-related Travel-related
WeGoZo
FaceBook
TripAdvisor
LonelyPlanet

13. FaceBook:
FaceBook
● What they are doing: Created a social network where users can interact
with each other and view other people’s profiles
● Marketing Strategy: mass-marketing; however not everyone has a
facebook
● We use FB right now as a channel, but potential competitor

14. TripAdvisor:
TripAdvisor
● What they are doing: providing useful information on places to visit, eat, see in foreign
countries. Hotels, restaurants, destinations, beaches, islands, etc.
● Marketing Strategy: Have a giant network of users that rate and comment on
hotels/restaurants so that others know what to expect. Aimed at the older population
● Points of Parity: provides information on forums about different hotels/restaurants, etc.
● Points of Differentiation: Does not create social network where members can interact with
each other and connect

15. LonelyPlanet:
LonelyPlanet
● What they are doing: Create travel guide information for tourists. This includes Travel
Guide books, links to adventure tours, information on beaches, family travel, travel news,
weather updates, travel insurance, budget travel, hotels, food/drink
● Marketing Strategy: Provide information via text in books or online that people can use.
Aimed at the adult population
● Points of Parity: Information on sightseeing, restaurants, hotels/hostels
● Points of Differentiation: Does not create a social network where members can interact
with each other, strictly informative

16. Collaborators:
YouTube
FaceBook
Twitter
Instagram

17. Marketing Segmentation:
Who to target?
● College students (age 18-25) with enough
disposable income to afford travel related
expenses

18. Ideal Customer:

19. Brand Ambassadors:
5 brand ambassadors for 5 major United States
conferences:
● Big 10
● Big 12
● ACC
● SEC
● Pac 12

20. Big 10:

21. Big 12:

22. ACC:

23. SEC:

24. Pac 12:

25. Ways to Reach the Audience:
● Schools that have ambassadors as students - present at
call-out meetings and informative meetings
● Schools that do not - advertise through the use of
public FaceBook groups (ex: Barcelona Study Abroad
2015)

26. Budget & Resources:
YouTube:
● 60€ =240 video watches
Facebook:
● 20€ =30,303 Facebook impressions
Twitter:
● 10€ =10 promoted Twitter accounts
Instagram:
● 10€ =10 promoted Instagram accounts

27. Questions?