This document outlines a marketing plan called "Think Kindle" that aims to promote Amazon Kindle usage among college students. It discusses establishing a brand image and value proposition, creating tutorial videos and content on Facebook, Twitter, YouTube and surveys to engage the target audience. The document notes challenges in consistently publishing high-quality, engaging multi-channel content and aligning the brand voice. It concludes with reflections on refining campaign objectives and targets, as well as budgeting time and resources effectively.

1. Think Kindle
Alexa Swann
Julia Simonetti
Karen Ning
Lauren Joffe
Think Efficiency
You’ve got a lot to do,
Kindle’s got a lot to offer

2. Brand and Value Proposition
● Who We Are - Brand Image
● Value
 Information hub for kindle users
 Designed as a virtual Kindle user guide for college students
● Mission
 Value communication & feedback channel
 Two-way interaction with our audience
● Provide quality tutorial content to present value of efficiency
● Active listener
Friends of Amazon Kindle

3. Facebook Page www.facebook.com/thinkkindle

4. Twitter Account www.twitter.com/thinkkindle

5. ● Video Campaign
● Kindle Features
Video Tutorial
● Playlist
Reduce search frictions
● Descriptions
Drive traffic to other channels
www.youtube.com/thinkkindle
YouTube Channel

6. YouTube Channels & Analytics
Traffic Sources of YouTube Videos

7. Sprout Social
Performance Management

8. Facebook Insights
● Fan base demographics:
84% Female vs. 16% Male
● Age groups
76% in 18-24 vs. 8% in 25-34

9. Awareness Survey
● Got background on general knowledge
about eBooks
● Asked relevant questions relating to
Kindle usage
● Incentives provided through offering $25
gift card
● 46% of survey takers said they would be
willing to convert to an eBook

10. Challenges with Implementation
● Periodically publish quality content to engage
target audience through multi-channels
● Align brand voice & image over multi-channels
● Timing of publishing posts
● Engaging contents & dialogues
● Clear call-to-action

11. Conclusion: Reflections on Campaign
● Refine Objectives & Targets of campaign plan
 Digital Platforms
 Content marketing
 Survey design
 Other digital marketing tools,
i.e. email marketing
● Budget time & resource allocation
 Time vs. Quality

12. Q & A
Thank you