mob final pp 1
TRANSCRIPT
MINDING OUR BUSINESS JESSICA LIBRING & BRYAN GRIFFITH
PROFESSOR GAO
INTERACTIVE ADVERTISING
5/7/13
TABLE OF CONTENTS Objectives
Target market
Brand value & primary selling message
Big creative idea
Media mix (owned, paid, earned, free)
Website design
Social media strategy
PR strategy
Paid advertising strategy
Free media
Timeline
Evaluation
The nonprofit that focuses on entrepreneurial mentorship to Trenton Middle school students
MINDING OUR BUSINESS
CAMPAIGN OBJECTIVES
Gain at least three new supporters of MOB, proven via donation, and resulting in at least $3,000 in donations.
Encourage increased support from current sponsors resulting in an increase of at east $500 per sponsor from at least 6 sponsors totaling another $3,000
Reach the majority of our target market daily through the use of social media and other online initiatives.
Increase awareness of MOB and people’s attitudes of how important vocational development is for children.
TARGET MARKET
People interested in MOB
Big Businesses
Small Businesses
Municipal organizations
Individuals
*Focused on Mercer County specifically Trenton and Lawrenceville area
TARGET MARKET CONT…• Big Businesses
• Rider University • PSE&G
• Small Businesses
• Local Banks, food services, religious places, and children-oriented places.• Ex:
• Crown of India Restaurant• McCaffrey’s• Sun National Bank
• Municipal organizations
• Grants and Scholarships • Individuals
• Rider students/alumni (especially those who participated in the program)• Rider staff/faculty• Parents of children in program and adults who were in the program as a child• Affluent individuals who have an active interest in the community
Brand Value Statement
The purpose of Minding Our Business is to advance the personal and vocational development of Trenton youth through caring, entrepreneurial education and mentoring.
Selling Message
Your support empowers Trenton youth, while advancing the future of the Trenton Community.
BRAND VALUE & SELLING MESSAGE
• Work with businesses to help connect kids with professionals.
• The purpose of this is to create a strong foundation for Trenton youth and “build bridges” for them to build opportunities for the future.
• Will permeate through advertising
• Will help promote new brand logo
BIG IDEA: “BUILDING BRIDGES”
MEDIA MIX
Owned
Paid
FreeEarned
OWNED MEDIA
MOB website
www.minding-our-
business.com
Primary source of info and to get in contact with
MOB
Most important owned media
MOB Events
Market Fair
Building Bridges
Ten Commandments
WEBSITE SITEMAP
PAID MEDIA
FREE MEDIA
Organic search (SEO)
Free directories
Review sites
EARNED MEDIA
Earned
Social Media
Facebook Twitter YouTube LinkedIn
E-Newsletter
Blogs and news
articles
SOCIAL MEDIA STRATEGY
• Most versatile and flexible• Photo contest where people post pictures about different bridges,
daily Facebook questions, and personal testimonies. Facebook
• Business advice (10 commandments)• Rate students business plans and up-to-date information on MOB• #MOBTwitter
• Share videos about day-to-day activities and major events• Video testimonies with imbedded linksYouTube
• Serve as networking platform for students• Review platform for business plansLinkedIn
PUBLIC RELATIONS AND FREE MEDIA
Free online directories
Testimonials (Social media)
Sponsor links
Blogs (10 commandments)
PAID ADVERTISING EXAMPLESMOB Activity in Trenton
Building Bridges for the future
Donate to help save Trenton Youth
www.Minding-Our-Business.com
Minding Our Business
Mentoring/supporting Trenton Youth
Help build a bridge to the future
www.Minding-Our-Business.com
Support Trenton Youth Minding Our Business NonprofitBuilding Bridges for the futurewww.Minding-Our-Business.com
As stated earlier, our paid advertising will be using Google ad words and take advantage of behavioral and contextual targeting methods. Here are three examples of advertisements that would be shown on Google.
*Different advertisements will direct people to different pages of the website
PAID ADVERTISEMENT COSTSGoogle advertisement #1
Unit cost per click: $3.10 max per day
Total Budget: $455.70 per year
Google advertisement #2
Unit cost per click: $2.00 max per day
Total Budget: $168 per year
Google advertisement #3
Unit cost per click: $2.76 max per day
Total Budget: $193.20 per year
PAID
AD
VERTIN
G B
UD
GET
PAID ADVERTING BUDGET
TIMELINE
See attached excel document
EVALUATION Media Outlet Evaluation Metric (KPI)
Website Click through rate, time spent on each page, bounce rate, amount of donations
Facebook Number of fans, likes, comments, and shares
Twitter Amount of followers, replies, and retweets
YouTube Account of subscribers, video views, and video likes/comments
LinkedIn Reach of network and the amount of people connected
E-Newsletter and Blogs Amount of subscribers, downloads, and shares
Google Ad Words Number of impressions, click through rate, conversion rate
The nonprofit that focuses on entrepreneurial mentorship to Trenton Middle school students
MINDING OUR BUSINESS
CAMPAIGN OBJECTIVES
To reach the max the number of enrollment (50 students) of Rider University students (Lawrenceville campus) who have LDP 220 as a class for the spring semester.
Use promotions in the beginning of the fall semester while using feedback gathered in the previous semester from participants of the class.
Increase the awareness of this class by reaching the majority of students all year round.
To organize and distribute promotions on campus with the goal of reaching at least 10 buildings including 4 academic buildings, Daly’s, Cranberries, and at least four dormitories.
Post content on social media pages at least once a day and encourage year round participation.
LDP-220 TARGET MARKET
Rider University Students
Business majors
Education majors
Altruistic desire
BRAND VALUE & SELLING MESSAGEBrand Value Statement
LDP 220 is a course that represents educational and leadership development that incorporates compassion, relationship building, and social responsibility.
Selling Message
While helping Trenton Youth, this life-changing class improves students'’ professional skills.
BIG IDEA: TESTIMONIALS• Testimonials will tell the story of
MOB and LDP 220 and provide students will interactive content that in relevant and engaging.
• Social media platforms will include Facebook, Twitter, and YouTube.
• Idea is to create competition for students and offer a price for the person who shares their testimonials with the most amount of Rider friends or who receives the most unique comments, likes, tweets, and shares.
• Supplemented with emails and posters.
MEDIA MIX
Owned
Paid
FreeEarned
OWNED MEDIA
MOB website
www.minding-our-
business.com
Primary source of info and to get
in contact Dr. Hernandez
Create a strong brand image *See MOB section for website sitemap and
example of the homepage.
PAID ADVERTISING
Posters
Brochures
• Contextual targeting using testimonials
• Will link to website and social media
• Budget: $120
• In-depth overview of class
• Testimonials will be shared
• Distributed to advisors• Budget: 63.10
FREE MEDIA
Teacher recommendation
Free Axis TV
EARNED MEDIA
Earned
Social Media
Facebook Twitter YouTube LinkedIn
Rider News Radio
RIDER NEWS AND 107.7 THE BRONC
Objective
• Inform prospective students• Highlight the major events of the LDP class and MOB• Provide venue for sharing testimonials
Content
• All new information about LDP 220• Events, activities, major successes• Content can also include little word puzzles and other
information about Trenton youth (newsletter)• Testimonials and information about Trenton youth (radio)
SOCIAL MEDIA MIX
• Most versatile and flexible• Interactive campaign: “What does building bridges mean to
you?, or “How does Rider University help you build bridges?”Facebook
• Professional/business advice to students (10 commandments)
• Create questions or suggestions with hash tags• #MOB #RiderUniveristy #LDP220
• Share videos about day-to-day activities and major events• Video testimonies with imbedded linksYouTube
• Serve as networking platform for students and provide them with a way to meet other business professionals. LinkedIn
TIMELINE
See attached excel document
EVALUATIONMedia Outlet Evaluation metric (KPI)
Website Click through rate, time spent on each page, bounce rate, amount of donations.
Facebook Number of fans, likes, comments, and shares.
Twitter Amount of followers, replies and retweets.
YouTube Account of subscribers, video views, and video likes/comments.
LinkedIn Reach of network and the amount of people connected.
Rider Newsletter Percentage of increased traffic to MOB website during periods that MOB/LDP. articles appear in the paper
Posters Percentage of increased traffic to MOB website, enrollment increases in LDP 220, conversation between students and advisors.
Brochures Percentage of increased traffic to MOB website, enrollment increases in LDP 220, conversation between students and advisors.
Email Advertising Number of email replies, asking Dr. Hernandez for more information.
Axis TV Percentage of increased traffic to MOB website, enrollment increases in LDP 220, conversation between students and advisors during weeks on TV.
Thank You For Your Time!
Any Questions?