The document proposes marketing strategies to promote a social networking product called urFooz to college students. It suggests a two-phase marketing campaign with an emphasis on outdoor advertising in phase one and online advertising in phase two. Creative marketing ideas include "foozing" students by surprising them with confetti and urFooz cards and filming the interactions for sharing online. On-campus activities incorporate urFooz branding like bathroom stall messages and sidewalk paintings. The goal is to increase awareness, trials, and long-term users of the urFooz network on campus.

1. urFooz Yi-Wen Huang Hyomi Joeng German Martinez Dolapo Victoria Roberts Aakanksha Wadia

2. Background Social networks are popular because humans are social creatures. We rely on learning from others and copying behavior Social networks are growing in popularity. 75% of adult internet users visited social networks in December of 2008 alone. Members don’t mind ads in relevant contexts Source: WARC, Mintel

3. Background Membership in multiple networks facilitates information sharing. Behavior can be spread by “ordinary folk.” Anyone can “start a cascade.” Common activities within social networks: Upload photos Update text content Send/post messages Watch Video Listen to Music Other common online activities: E-mail: Both personal and business/school. Search: For entertainment, news, information, etc Source: AdMap

4. Consumers

5. Target Group Age: 18-24 Male AND Female College Student Internet User Separate professional and personal accounts

6. Secondary Research: Understanding Our Target Behavior Use internet frequently High usage of P2P programs High usage of instant messenger High interest in music & music related software Use more than one application for a given task Attitudes Risk-takers/adventure seekers Interested in arts Don’t like staying at home for quiet evenings Worry about self-image & attractiveness Like to stand out Liberal thinking (profanity & drugs, OK) Pursue novelties & change Friends are more important than family Think there is not too much sponsorship in arts/sports Source: SIMMONS

7. Primary Research: Results Main online activities: Email, Social Networking and News Playing dress up is fun, but it has to be easy to use Would like the freedom to choose who they share information with (Privacy) Don’t like multiple log-ins Like the idea of email notifications in one place Like the idea of updating all their social networks through one place. Easily influenced by friend recommendations Saving things on the card Avatar being used for games and digital signatures

8. Product

9. Suggestions: Existing features Video how-to tutorial How to connect to other urFooz cards Explanation of product benefits Difficulty in understanding how to get urFooz points Need for ease of navigation Redundant links Not very aesthetically pleasing Cluttered Too much movement

10. Suggestions: New Features (Free Services) Consumers log in to urFooz and automatically get logged on to all their email accounts and SNS. Connecting urFooz with game consoles (X-box, PS3). Summary of all their emails displayed on the card. They are able to update all their status messages on SNS from their urFooz cards. The ability to choose who sees what information on urFooz. Game applications on urFooz.

11. Suggestions: New Features (Free Services) Search capabilities: Consumers can directly search on Google, Yahoo etc from their urFooz cards Gift cards which can be used in urFooz mall, online, and physically in a partner store. The amount on the gift card is based on the points earned, which can be through Mall points Gaming points (highest scorer) Friend acquisition points (5 points earned/ person acquired) Ability to store their credit card information that can be used as and when required. Promote local music groups/underground/indie bands.

12. Suggestions: New Features (Free Services - Monetization through vendors) Feature Monetization Targeted ads on the card CPM, CPC deals Recommendation System: Both urFooz and your friends can recommend music, books, movies etc. Pay per click (PPC) format: when an avatar clicks on say a recommended book. Pre ordering abilities for products like games, music, books, and DVDs. An x amount of fee charged per y amount of orders placed from urFooz. Application downloads Depends on vendor

13. Suggestions: New Features (Paid Services - Monetization through Consumers) Feature Monetization Professionally created avatars provided by urFooz. $ 5/avatar A virtual hard drive on the urFooz card. $20/person Alert service to phone as a text message (alerts for birthdays, events etc) $5/person/year Sports updates (pick and choose games) $5/person/month $50/person/year Music - local/underground/ indie bands 99 cents/song * Membership packages

14. Projected Revenue Projected revenue from SU users (in one year): $75,000 (3,000 x $25) Actual serious users: 3,000 Projected average revenue per person: $25 From the mall: $10 From other features: $15 Projected revenue from vendors Promotion time period 1 year Total SU student population 19,000 Projected product awareness in 1 year (70%) 13,500 urFooz trial percentage (60%) 8,000 Actual serious urFooz users (40%) 3,000

15. Budget Allocation One year long campaign divided into two phases Phase 1: September & October Phase 2: Rest of the school year

16. Budget Allocation Phase 1 Budget: $75,000 More emphasis on outdoors. Main online activities: Listserv e-mail Display advertising YouTube channel

17. Budget Allocation Phase 2 Budget: $75,000 More emphasis on online. Main activities: Events Video ads online

18. Marketing Strategy: Creative & Media

19. Fooz U! (“You’ve been foozed!”) “ Foozing” students (confetti, foozed card) “ Foozings” will be video taped & foozed people will have an option to broadcast on web (YouTube, email to listserv/friends) Hand out will have unique #. urFooz Avatar will be ready. Daily Orange Foozing Requests

20. Fooz U! Fooz University Seal All events and promotional materials will have the “Fooz University” Seal. ** Except bathroom Stalls.

21. Media Allocation On Campus Internet

22. On Campus Events During Juice Jam, Block Party urFooz University ID cards Hand outs, urFooz points, shirts.

23. On Campus Tag bathroom stalls: Women: “Haven’t been Foozed in a while? – Get help at urFooz.com” Men: “Looking for a good Fooz? – For a good time visit urFooz.com”

24. On Campus Other activities: Link referral points and rewards for continuing to update urFooz to SuperPlus, university-sponsored “money.” Hand out flyers and cards in orientation packages once student is registered and in welcome packets at dorms. Painting sidewalk with urFooz card Putting lifesize urFooz cards around campus. Students can have their pictures taken and put on the card. Bus wraps

25. Internet Emails via school listserve Display Advertising: Facebook/Myspace group, profile, friend requests YouTube channel Uploads on Fuhu’s website : share with a friend through email (virality) SEO/SEM

26. The End