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Marketing and PR Campaign Plan

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Marketing and PR Campaign Plan Powered By Docstoc
					New Media for
Marketing & PR
Analysis
Situation
   Startup
   Baby boomer market
   No budget
   Reach market quickly
   Established services
    and customer base
     Looking to take
      business to the next
      level
Step 1
   Talk to our baby boomers




•There are 87 million Baby Boomers (born between 1946-1964) in North
America (US and Canada).
•Over the coming years, 12,000 people a day will be turning 50
Step 2 - Analysis
   Probable values:
       Patriotic
       Family oriented
       Religion and Social Relationships
   Probable issues:
       Healthcare
       Quality of life
       Finding like-minded people
       Grown-up families (no kids to take care of)
       Making best use of their life savings
       Disconnected
Cool Factor Analysis
   What they probably like:
       Golfing
       Traveling
       Sports cars
       Arts and Cultural Events
       Quality living
   Probable Characteristics:
       Lifelong savings that are higher than average retiring person
       55-65 years old
       New to technology
       More time
    Step 3 - Company Concept
   Probable values:
      Patriotic
      Family oriented
      Religion and Social
   Probable issues:
      Healthcare
      Quality of life
      Finding like-minded people
                                                     Company Mission:
      Grown-up families (no kids to take care of)   Provide quality of life services to
      Making best use of their life savings
      Disconnected
                                                     baby boomers.

   What they probably like:
      Golfing
      Traveling
      Sports cars
      Arts and Cultural Events
      Quality living
   Probable Characteristics
      Lifelong savings that are higher than
         average retiring person
      55-65 years old
      New to technology
      More Time
      Fastest-Growing internet community
Marketing and PR
Campaign
QualityLife.com
Current QualityLife Services
   Chat and message service for members
   Groups:
       Creation and matching based on physical location, interests, and
        personal preferences
       Travel services and special trips for groups with similar interests
       Special wireless "family" deals for QualityLife.com members with
        free minutes.
   Regional events
       concerts
       sporting events
       parties
Syndicated Services
 Health care memberships and prescription
  plans
 Real estate services
     refinancing
     buying
           a house on Mediterranean coast
     package
Goals
   Increase revenues by attracting more
    customers:
     Create  awareness in the market about the service
     Product placement through syndication partners
     Build the community and develop viral aspects of the
      service
     Become #1 online service portal for Baby Boomer
      market.
Market analysis - Website
   Questionnaire:
     Online   questionnaire
          Usability of the website (36% - not great, 54% - adequate,
           10% - love it)
          Variety of services (55% - not enough, 30% adequate, 15%
           impressive)
          Quality of services (10% - dissapointed, 20% OK, 70%
           excellent)
          Would you recommend to a friend? If no, why not (60%
           membership fee, 20% lack of services, 10 %Yes)
Market analysis - Street
   Random sample questionnaire:
         What are the main issues?
            Finding people that are similar
            Disappointed in social options and status

         What are your retirement desires?
            Travel
            Active, healthy, and fun lifestyle
            Be with grandchildren

         Do you use internet? Would you consider using if it
          could help address their issues and concerns?
Brainstorming
   Installing keywords that generate traffic to the website from search engines
   Encouraging users to write blogs about services consumed, with enticing awards
   wireless-driven blog sweepstakes for members that volunteer to promote events and services and make non-members want to join by posting cool blogs.
   Awards for members who recruit most new members
   Seeking out locations where baby boomers meet (churches, community centers, theatre, cinema,…) and educate them about our service, with seminars, hand-outs, etc
   Creating partnerships with business who share the same target market and form a win-win situation (baby boomers are a large market for car buying; we will give discount
    certificates for $100 usable towards a special trip purchased through QualifyLife.com to every person who test drives a new vehicle at the chosen dealer)
   Chalk on sidewalk approach “QualityLife.com”
   Sticky notes approach
   Organizing charity events in cooperation with Breast Cancer and Heart Disease Charities to promote QualityLife.com
   Games to involve retirees where they can win anything from a small certificate to a free trip
   Podcasts
   Flashmobs places where boomers gather?
   Pitching stories with a human interest aspect to media (magazines targeting retirees, daily newspapers, TV) and get a story published
   Text messages with a life improving tip provided by “QualityLife.com”
   Spam that is not spam?
   Publicity stunts?
   Linking from all partner websites
   Coupons In our partner catalogs
   Banners on hospitals
   Golf tournaments
   Ads in relevant magazines
   Giveaways
   Celebrity appearances and endorsements
   Religious affiliations
   Pro elderly rights political protests
   Flying boomer promotion
   Beauty pageant
   Travel idea contest
   Free trips around the world
   School stipends for grandchildren
   Medals of Honor for most active users
Strategy
   Create the buzz through users
     Relevant services
     Important services
     Something they would want to give to friends
     Something friends would want be a part of

   Improve site usability
Offering strategy
   Discount
        For friend and user (send to friend)
        Group – size awards
   Special status (i.e. Platinum, gold)
   Group packages
        Travel
        Concert
   Free memberships
   Special interests and government lobbying (in partnership with Fleishmann
    Hillard group).
        Healthcare
        Drug Costs
        Social security
Promotional Tactics
   Installing keywords for search engines
   Blogs by customers (blog sweepstakes).
   Awards for members who recruit most new members
   Seeking out locations where baby boomers meet (churches, community centers, theatre, cinema,…)
         educate them about our service, with seminars, hand-outs, etc
   Creating partnerships with business who share the same target market and form a win-win situation (baby
    boomers are a large market for car buying; we will give discount certificates for $100 usable towards a special trip
    purchased through QualifyLife.com to every person who test drives a new vehicle at the chosen dealer)
   Chalk on sidewalk approach “QualityLife.com”
   Sticky notes approach
   Organizing charity events in cooperation with Breast Cancer and Heart Disease Charities to promote
    QualityLife.com
   Games to involve retirees where they can win anything from a small certificate to a free trip
   Podcasts
   Flashmobs places where boomers gather?
   Pitching stories with a human interest aspect to media (magazines targeting retirees, daily newspapers, TV) and
    get a story published
   Text messages with a life improving tip provided by “QualityLife.com”
   Publicity stunts?
Focus
   Viral Marketing: Invite a friend to everything
   Event blogging promotion
   Partnership with businesses that share the same
    target market
   Guerilla Marketing:
     Sticky  notes and chalk: Tired of waiting? Make
      healthcare work! QualityLife.com.
     Meet Methodists from Iowa church banner and
      leaflets.
Thank You




   References:
           http://www.celent.com/PressReleases/20031204/BabyBoomers.htm
           http://www.asomaworld.net/bobdacy/us/opportunity.cfm

				
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posted:8/27/2011
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