This document outlines a digital marketing plan for the Thompson Punke brand to build awareness and community around Ping-Pong. The plan focuses on growing the brand's presence across multiple platforms including a mobile app, Facebook, blogs, brand ambassadors, and visual platforms like Tumblr and Pinterest. The goals are to integrate Thompson Punke into larger marketing efforts, grow the brand community, increase social mentions and sentiment, drive shares, downloads, traffic, and online conversions. Key tactics include developing a mobile app to find nearby Ping-Pong games, growing the Facebook fan page, engaging bloggers, identifying brand ambassadors, and regularly posting on additional social media platforms. Progress will be tracked using various analytics and metrics.

1. Concept Strategy 2012

2. I AM THOMPSON PUNKE.
Overview:
This integrated digital marketing plan will bring passion to Ping-Pong and bring the
essence of Thompson Punke to life. It will broaden the funnel for capturing
awareness of the social community surrounding the brand as well as captivate value
exchange to drive towards increased interactivity and conversion. Utilizing a multiple
touch point strategy, this campaign will focus on community acquisition, interaction
and conversion

3. Goals/ KPIs:
• Integrate into larger marketing plans
• Community growth
• Mentions/Sentiment
• Shares
• Downloads
• Traffic
• Conversions: Google Analytics

4. Content/Platforms:
• Pong Punke App
• Facebook Fan Page
• Blog Outreach
• Brand Ambassador
• #Cho, #PongPunke, #FindurPunke via
Twitter
• Tumblr
• Pinterest
• Instagram

5. Do you PUNKE?
Platform:
Pong Punke App
A free iPhone app that integrates your social graph (Facebook, Twitter,
Foursquare) with geo-location and tells you where the nearest Ping-Pong location
is in real-time from your current location.
The app also allows you to invite others to play, schedule games, share your top
scores, photos, and post comments/tips across your social networks.
Businesses can utilize it to conduct/coordinate open table tennis meets or
competitions for creative breaks
Users who download the app receive a discount for their first Thompson Punke
purchase and an invitation to join the Thompson Punke community online:
Facebook, Twitter, Instagram, Tumblr, and share by using the #Cho, #PongPunke,
#FindurPunke tags.
Metrics: Downloads, reviews, shares, mine for consumer
insights/behavior/intelligence.

6. Platform:
Thompson Punke Dedicated Facebook Fan Page
• Create a brand page that inspires and imbibes the essence of the
Thompson Punke lifestyle.
• Consistent updates: Photos, events, contests, behind the scenes,
Ping-Pong trivia.
• Metrics: Track Growth, gather and analyze insights
Punke Passion

7. Platform:
Blog Outreach
Reach out to influential (Ping-Pong enthusiasts and street fashion)
bloggers for interviews and online features. Send them a free t-shirt,
a press release for the app, and a special discount offer to share
with their readers.
Metrics: Track posts, measure reach, cross-promote to Facebook
fans and Twitter followers. Utilize codes for tracking sales and
Google Analytics for user journey.

8. Platform:
Brand Ambassadors
Identify key brand enthusiasts who have phenomenal social reach
and empower them to become brand ambassadors. Let them know
you believe they embody the essence of Thompson Punke and
would like them to be spokespeople for the brand.
Invite them for an exclusive tour, press events, ask them to join
forces and help make the brand become a lifestyle by posting on
Facebook, Twitter, Instagram, Tumblr, and share using the #Cho,
#PongPunke, #FindurPunke tags.
Tell their stories, utilize their pictures for brand marketing.
Metrics: Track mentions, measure reach/sentiment, cross-promote
to Facebook fans and Twitter followers. Utilize codes for tracking
sales and Google Analytics for user journey.

9. Platform:
Tumblr. Pinterest. Instagram
Create branded accounts and engage Ping-Pong enthusiasts.
Celebrate the badassery of Thompson Punke
Reward and repost #Cho, #PongPunke, #FindUrPunke mentions
Post daily
Metrics: Track growth, measure reach/sentiment, identify trends
and consumer needs.

10. Tracking each social initiative will allow for the strategy, content,
and engagement to become dynamic based on success and
results. Innovation and brand growth will be in tune with the
consumer and fed by the relationships with the brand. Ping-Pong
will become…

11. Concept created by Valerie M. Russo, @Literanista