media topline - blurb

Topline RecommendationDigital ApproachDecember, 2010Gaby Escobar

Planning ParametersObjective: • Create brand awareness within the young creative audience.• Generate costumer retention.

Target Audience: Creative enthusiasts between the ages of 18 to 34.

Dates: February to May 2011.

Digital Media Approach: Promote competition between students in the creative field by using Blurb

platforms. Connect with the young creative crowd by facilitating their professional goals. Create a bond between the brand and the target.

Target AudienceYoung creative enthusiasts between 18 - 24

• 75% of young adults enjoy looking at pictures online and 38% enjoy reading blogs.

• 51% of young adults between 18 – 24 enjoy taking risks and 34% stand out in a crowd.

• This audience is the most eager to take advantage of free or inexpensive entertainment that can be found on the internet (e.g. YouTube).

• They are also more likely to be open-minded risk takers and like the idea of unearthing new trends to share with friends.

• Young adults often place greater value on innovative designs and concepts. Mintel’s survey indicates WOM campaigns are more likely to influence young adults than older Americans.

• Family, friends and coworkers can have a significant influence on one’s decision-making, especially among young adults who have not already formed salient preferences in various product and service categories.

Sources: Mintel’s Young Adult Leisure Trends - US - November 2009 Mintel’s Word of Mouth and Viral Marketing - US - April 2009


• Family, friends and coworkers can have a significant influence on one’s decision-making, especially among young adults who have not already formed salient preferences in various product and service categories.

Sources: Mintel’s Young Adult Leisure Trends - US - November 2009 Mintel’s Word of Mouth and Viral Marketing - US - April 2009


Young adults alsotend to spendmore timeblogging, micro-bloggingon sites likeTwitter, orparticipating in onlinecommunities, and this can lead torecommendations.

ATTITUDES INDICATING INFLUENCERS (MEAN), BY AGE*Source: Mintel

AgreeDisagree

Target AudienceWOM, Social Media and Young audiences

PARTICIPATION IN WOM AND SOCIAL MEDIA ACTIVITIES, BY AGEBY PERCENTAGE

Young adults areusing video to communicate in new and creative ways. This is likely to change the way that Americans commonly communicate with one another in the future.

Source: Mintel

Competition

• InfoTrends' most current estimates (November 2009) indicate that Shutterfly's market share is 31%, Kodak's is 32% and Snapfish's is approximately 17%.

• Based on digital camera usage, the overall market is expected to grow significantly over the next few years. IDC forecasts that the Internet-to-mail segment will reach $1.9 billion in revenues by 2009, as more and more consumers are discovering online photo sharing and print services.

• Main competitors are:– Shutterfly, Kodak Gallery, Snapfish, LULU and other smaller companies offering

self-publishing services or photo-book printing.

InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry.

Competition

• Strong brand awareness.• “Easy to personalize and

be creative with your memories”.

• Digital photo storage.• Photobooks (categories by

occasion) and Videos.• Strong social media

presence (Youtube Channel, Twitter, Facebook, Blogs, Shutterfly Share).

• Strong search strategy.• No profit for the author.

• “Kodak Family”• For anyone who want to

make a creative intimate photo gift.

• Focus on photobooks and calendars but offers a variety of products.

• Attractive prices and promotions.

• Paid photo storage.• Low product quality.

• 2006• Friend publishing solution

for writers who don’t want the hassle of an editor or publishing company.

• Publishes a very wide range of subject matter.

• Print on demand for conventional books.

• No storage.• International presence.• Profit for the author.

SWOT AnalysisBlurb

Strengths:-Currently Blurb is the only creative publishing service that offers high quality bookstore books. -Opportunity to create profit with the Blurb Bookstore.-Easy to use software – Blurb Book Smart® and Bookify™-Support from the Blurb community - Blurberati Blog and Blog Forums.

Weaknesses-Limited awareness.-Not professional enough for writers.-Not cheap or easy enough for general crowd.

Opportunities-According to a 2009 Market Report from FutureSource Consulting the photobook market value will reach close to $540m US dollars by the end of 2010.-The Print on Demand market will continue to grow in about 20% next year.-More and more creative professionals are looking for an easy and affordable solution to publish.

Threats-More and more Print on Demand solutions are becoming available.-Growth of the tablets market and the possibility of a future where print becomes obsolete.

Media Approach

Promote Connect Bond

blurb

Media Approach

•Sponsor and participate in award shows in portfolio art schools.• Partner with student or young professional competitions

• YouTube Ads for publishers related to the area• YouTube Channel with updated information and tips about the company• Twitter account dedicated to young creative professionals.•Advertise in long tail blogs related to the areas of graphic design, branding and illustration

Promote

Bond •Online presence in publications, specialized blogs and long tail influencers.

Connect

Media Strategy & Potential Partners

Partner with art and portfolio schools.Partner with student or young professional competitions.

Focus on social media and publishers attractive to the young creative audience.

Promote

Bond

Connect

Brand presence in blogs and sites that relate to the audience in a creative professional level.

Social Strategy

Updates of sponsored events and videos.

Tips, events and testimonials.

YouTube Channel

Twitter

Make your OWN BOOK!

Website

Notification of upload or published books.

Facebook App

How-to and event news.

Blog

Media Plan Summary

•Keyword targeting.•Contextual and behavioral targeting.•Profile Targeting.

Portals and Search

Local Content Specialized Content

•Display Ads. •Contextual and behavioral events.

•Interest targeting.•Zip Code targeting.

Idea #1• Format: Video Mini Series.

• Idea: “Your ideas generate cash”

• Rationale: The young creative crowd is always willing to take risks and try new things, besides that they are in need of extra income.

• Platforms: Social media and blogs.

• Why this idea: The idea of generating profits is always appealing to this audience. The target doesn’t know that you can create money from a print on demand service like Blurb.

Idea #2• Format: Event and Academic competitions.

• Idea: “Blurb will make you famous”

• Rationale: Young creative enthusiast are always looking for recognition and reassurance that they can make it in the real world. Blurb will offer them the shout out they need.

• Platforms: Social media and blogs.

• Why this idea: Because this will offer Blurb the exposure they need in the creative world.

THANK YOU!