SANDWICH VIDEO2017-2018 MARKETING CAMPAIGN

CAMPAIGN OVERVIEW

SITUATIONAL ANALYSIS

▸ Strengths

▸ Innovates, increases success of startups, creates solutions

▸ Weaknesses

▸ Low brand awareness

▸ Opportunities

▸ Continued trend towards digital solutions that Sandwich offers

▸ Threats

▸ Many alternatives on the market, could be too “niche”

TARGET AUDIENCE

TARGET CHARACTERISTICS

▸ Entrepreneurs open to creative solutions that Sandwich offers

▸ Men and women 25-40 years of age

▸ Social media and tech savvy

▸ YouTube and Twitter

▸ Owns or works in a startup

TARGET AUDIENCE

THE IDEAL CUSTOMER

▸ 34-year-old CEO of wearables startup in San Fransisco, CA

▸ Active on social media

▸ Interested in educating his target audience with a creative solution about his product

▸ Entrepreneurial mindset

CAMPAIGN OVERVIEW

GOALS

▸ Create brand awareness among target market

▸ Drive traffic to website

▸ Increase sales

CAMPAIGN OVERVIEW

OBJECTIVES

▸ Create brand awareness among 70% of target audience through paid and earned media such as outdoor advertising, event planning and community engagement at the end of current fiscal year

▸ Drive traffic to website by 40% and increase time spent on website by 25% through SEO and SEM initiatives at the end of current fiscal year

▸ Increase sales by 25% at the end of current fiscal year through email marketing and total marketing efforts

CREATE AWARENESS

CREATE AWARENESS

OUTDOOR ADVERTISING

▸ Billboards in locations with high density of startups

▸ Highways with high traffic during morning commute

▸ Silicon Beach in Los Angeles

CREATE AWARENESS

EVENT PLANNING & EXPERIENTIAL MARKETING

▸ Attend startup conference with LA’s most up-and-coming entrepreneurs

▸ Host “Choose Your Own Adventure” game using Sandwich’s videos on TVs

▸ Work with brand ambassadors and offer Sandwich-branded freebies with social media handles and web address

BUILD AWARENESS

INFLUENCER MARKETING

▸ Connect with MarieTV, a female YouTuber who educates and motivates aspiring entrepreneurs

▸ Initiate referral program through Marie that reduces initial fees of a consultation with Sandwich

▸ 350,000 subscribers

▸ 183,000 Twitter followers

BUILD AWARENESS

PAID ONLINE MEDIA

▸ Pre-roll ads targeted towards key demographic on YouTube

▸ Engage with consumers who follow YouTube channels like MarieTV through with promoted posts and banner ads

DRIVE TRAFFIC TO WEBSITE

DRIVE TRAFFIC TO WEBSITE

SEARCH ENGINE OPTIMIZATION

▸ Content marketing

▸ Regularly update blog with relevant “behind-the-scenes” content and innovations in the industry

▸ Upload videos from client work

▸ Research keywords and seasonal trends

▸ Optimize the website with tags, concise URLs and a seamless user experience

INCREASE SALES

EMAIL MARKETING CAMPAIGN

▸ Utilize MailChimp to create monthly newsletter to connect with target audience

▸ Drive traffic to website with links to blog posts and client videos

▸ Offer tips and motivation for emerging entrepreneurs, guest Q&A’s with successful entrepreneurs and news about trending startups in the US

DRIVE TRAFFIC TO WEBSITE

PAID SEARCH

▸ More targeted approach to reach specific audience

▸ Display a special offer for a limited time to customers who schedule a consultation with Sandwich

DRIVE TRAFFIC TO WEBSITE

LOCAL LISTINGS

▸ Manage Sandwich on Google local listings to ensure that it appears on top of the large variety of alternatives

INCREASE SALES

WHOLE CAMPAIGN WILL INCREASE SALES BY 25%

INCREASE SALES

TOTAL BUDGET

▸ Billboard advertising, influencer marketing, event planning, online advertising, paid search and email marketing campaign are top drivers of the budget

▸ Total budget: $70,000