Post on 04-Apr-2018
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TABLE OF CONTENTS
Executive Summary
Situational Analysis
Objectives &S.W.O.T. Analysis
Competitors
Demographics &
Psychographics
Research
Personal Interview
Survey Results
Creative
Creative Brief
TV Ad
Print Ad
Magic Mirror
FlyersApps
Media
Campaign Evaluation
1
2
3
5
6
7
11
13
15
16
1718
19
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ExECuTivE SummAry1
ince the beginning of its existence, the internet has dramatically changed the way we interact with one an-other. With the rise of several social media platforms, such as Myspace and Facebook, online dating has be-
come increasingly popular. However, along with its popularity there are growing concerns and negative percep-
tions of honesty, safety, and misrepresentation of ones self. LikeBright, being a new internet dating service, has
the responsibility of not only creating brand awareness to obtain a part of the market share, but to overcome the
fears and negative perceptions of online dating. Using the unique up to date information of Facebooks social
media platform, LikeBright the advantage of dismissing misrepresentation claims, while making connections
with mutual friends rather than strangers. This provides a sense of safety, by addressing the fear potential users
have of online dating, and shifting perceptions to believe LikeBright is an honest solution. This will not only
build awareness of the LikeBright brand, but increase user-ship resulting in an increase of market share.
The marketing objective is to target women between the ages of 25 35, by raising awareness of the safeand honest methodology of LikeBright. The primary focus is to address the fears associated with online dating
and dismiss the claims by presenting LikeBright as the solution in efforts to break in the online dating market.
According to the Association for Psychological Science, researchers have now found online dating second to
meeting potential dates via friends. Match.com and E Harmony share the majority of the market. However,
neither site purposes a similar model of the number one way to meet new dates, which is via mutual friends.
This unique selling proposition places LikeBright at an advantage. Through the multimedia advertising cam-
paign used it is expected to meet our intended objectives and receive an increase of user-ship while creating and
establishing brand recognition. The campaign will be tailored to meet the reasonable budget requirement of 2.5
million.
The multimedia campaign will embody the concept that all things that may at rst seem scary have positive
outcomes. Throughout history we have seen people conquer their fears and gain positive rewards. A woman de-
es the law and refuses to give up her seat to a white man, resulting in the beginning of civil rights. A man trav-
eling to a new world that others said did not exist. A women lets down her guard and falls in love, and another
overcomes her fear of what her family may think, or perhaps fears being rejected, but instead gains a wonderful
experience with a potential mate. LikeBright assumes the role of courage, offering women the perfect medium
for safety and honesty; it also gives women the chance to say theyve met through friends. The advertisements
will address the fears of online dating by depicting what people fear it is like and what it actually is, or could
beif they allow themselves the chance to try it.
Advertising will convince single women between the ages of 25-35 that LikeBright provides an honest, safeand authentic dating service. The marketing strategies will constitute of a variety of innovative advertising
methods including a smart phone application for ease of use, print advertisements in various outlets, (including
a partnership with a major hotel chain) and 30-sec digital commercial. The tone of the advertising campaign
will be fun yet chic and smart. The campaign will successfully create awareness revolving the brand, change
negative perceptions of online dating, and increase user-ship of LikeBrights dating service.
LikeBright, Youll Never Know Unless You Try
S
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CASE OBjECTivE Introduce LikeBrightto its initial target market for American women on Facebook who are
between the ages of 25 to 35 and is single.
Must increase awareness of LikeBrights safety methods into online dating to differentiate
amongst our competitors.
We are given $2.5 million dollars to develop an ad campaign. Generally, targeted towards
short online video advertisement.
S W O T
SiTuATiONAL ANALySiS2
Strengths Weaknesses Opportunities Threats Have newsletters/blogs
that informs users about
dating
Safe communication
Matchmaking, and allow-
ing users to connect with
nonusers
Rules out people that are
in a relationship
Uses Facebook to ndsingles among your mu-
tual friends
Privacy, customers are
anonymous and no one
will know if you are us-
ing the app.
Eliminates the need to do
extensive questionnaires
Fairly new in the market
Underdeveloped site
Similar services in the
marketplace
Uses your mutual friends
instead of dating random
person
With Facebook reach-
ing a billion users the
matchmaking potentials
are endless
Very few social media
dating services
It is free of charge
Negative perceptions of
online dating
Too many online dating
services
Reputation of online dat-
ing has been ruined
Negative views among
friends and families
who uses online dating
services Still considered at times
taboo in society
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SiTuATiONAL ANALySiS3COmpETiTivE ANALySiS
Pros
Premium members can send and receive email
with any members
Zoosk can gather your information from social
media sites (ex: Facebook, Twitter, mySpace, and
etc) to create a prole with ease
More than 50 million singles have created Zoosk
account since it launched in 2007 Available in 20 different languages
Cons
Expensive
Manual searching
Mostly used for irting and not a serious relation-
ship connector
Pros
Geared towards long relationships
Has scientic approach in matchmaking
Helpful guides during communication process
Excellent compatibility test
Free mobile access
Cons
Expensive Self-searching not allowed
Long sign-up process
Slow matching process
Conservative when it comes to worldview
Pros
Helps you nd singles in your extended circles on
Its free of charge
Secured
Non-single friends can use the service wing
to nd people with similar interests or help theirsingle friends nd someone
Cons
Service is brand new
May cause non-singles to harm their current rela-
tionship
Website is not stable and has technical errors
Pros
Very rst online dating service
Serves over 24 different countries and territories
Praised for ease of use
Cons
Mobile access with fee
Must pay to send and receive emails
Inactive members are not labeled
Not responsive to complaints
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SiTuATiONAL ANALySiS4
Pros
Simple process
Finds your ideal mate(s) through Facebook and
emails them to you daily If you have no friends on Facebook, it uses third-
degree connections to nd other members that ts
your criteria
Gifts you free appetizer, dessert, cup of coffee at
nearby restaurant or cafe for dates
Free to sign-up
Cons
Have to pay to nd more information about your
match
Have to pay to re-connect with previous members
if you have change of heart Only serves services in New York City, Boston,
and San Francisco
Pros
Simple process
Finds your ideal mate through mutual friends on
Free to sign-up
Cons
Newly created
ExpEnsivEinExpEnsivE
ModErn
outdatEd
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SiTuATiONAL ANALySiS5DEmOgrAphiCS AND pSyChOgrAphCS Our audience consists of Generation Y women
from the ages of 25-35 years old
Majority are planning to or already have graduated
from college and are preparing to transition into
the world of an adulthood and focus more on mar-
riage/family
They spend most of their time using social media
Tech savvy
Our consumers are strong with an independent de-
meanor. They often have busy lives, and nd little
time to date. They are quality women with integrity
and intelligence. Most of them are longing for inti-
macy, affection, and often feel frustrated in the dating
world. But they are not desperate, and do not settle
for less. They are conscious of their decisions when it
comes to nding their perfect mate.
What are they like?
The consumers have a strong value and belief system.
For them, family is an important part of their life, as
well as being loyal to their friends. They value and re-
spect the institution of marriage with optimistic views
of life. These women are career oriented and have a
go-getter attitude.
What are their values, beliefs, and
attitudes?
Most of the LikeBrights consumers are passionate about work, family, friends, future, and career. They also
have hobbies such as photography, shopping, socializing with friends, indoor and outdoor activities. They are
passionate about their health, the environment and animals.
What are they passionate about?
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We wanted to nd out the heart of the problem when it comes to online dating. We interviewed consumers about
their online dating experience.
rESEArCh6iNTErviEw
Q: Hey, I was hoping I could ask you a few questions
on your experiences with online dating.
A: Sure go for it.
Q:Well I know that you have tried match.com. How
was your experience?
A: It was real good. I met my boyfriend on there that I
have been dating for several months now. It was hard to
get used to it at rst, but then I got more comfortable and
it was easier.
Q:How likely were you to agree to a blind date
before your experience and after?
A: Before somewhat likely. After this, even if it ends
badly, I know that it would be because of the person not
because of match.com. So very likely.
Q:Were you likely before this experience to date a
friend of a friend?
A: Not really. I felt like I had heard about everyone
friends or had met them. I wanted someone outside my
comfort zone, someone who I wouldnt normally pick
out myself.
Q:Why do you think that is?
A: I think that maybe what I am seeing or attracted to is
not for me anymore.
Q:Tell me more about your experience before
going into the online dating site. Were there any
apprenhensions ...thoughts? Feelings?
A: Kind of. I felt a little scared to tell my parents.
Q:How did that go?
A:It went suprisingly well. They were proud of me
taking my love life into my own hands. That made
everything from there goes faster.
Q:So both your parents support is the most
important audience you would say?
A:Yes.
Q:How was it telling your friends?
A: My L.A. friends made it a lot easier than my so-called
friends... I think it is because they have more of a fast
pace life and are used to accepting new things and are
used to other people having fast pace lives as well. They
realize that its not that easy nding someone in this fast
city and they were very supportive.
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puBLiC SurvEy 93We have conducted a public survey asking the people questions regarding their opinions or personal experiences
to gain more insight on the public views of online dating.
Female
Male
23.7%
76.3%
1. gender of our participants 2. participants ages
3. hoW likely they Will agree on blind date.
Very Likely
Likely
Somewhat Likely
Not Likely
38.7%11.8% 6.5%
43%
rESEArCh7
main objective
To understand our consumers perspective of online dating
To nd solution to the problem with online dating
Develop a strategy that helps improve online dating services
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4. hoW likely they Will agree on blind date if the person Was a mutual friend.
Very Likely
Likely
Somewhat Likely
Not Likely
24.7% 15.1%
17.2%
43.3%
5. important vieWs When it comes
to searching mate.
6. hoW likely they Will try a dating
site at some point in their life.
rESEArCh8
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puBLiC SurvEy 937. if they knoW someone Who has been on a dating site With success.
I Suspect a Friend has
No
Yes
48.9% 7.6%
43.3%
rESEArCh9
8. W
RiskyCreepy
Desperate
Intimidating
WeirdInsecure Fun
Scary
Exciting
Unpredictable
DangerousUnsafe
Dierent SpontaneousAwkward
UnknownNot GenunineDaring
Fake
Embarrassing
UnreliableVague
Mysteriou
sC
onvenient
Expensive
Crazy
Unstable
Pathetic
DumbLame
Last ResortJeopar
dizing
FalseSad
Lonely
IntriguingPointless
Easy
Misleading
Rape
Sketchy
Useless
Dateline
Modern
Unreal
Silly
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8. people Who have been on a dating site.
No
Yes
79.6%
20.4%
9. peoples concern With online dating.
rESEArCh10
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Our advertising campaign will convince single women be-
tween the ages of 25-35 that LikeBright provides an honest,safe and authentic dating service. The advertising campaign
will be accomplished by depicting scenarios of our com-
mon fears and contrast their views with positive actuality
of the situation. The mood and the tone of the advertise-
ment will be honest, fun, and above all, optimistic.
Strategy
Based on our research, we have determined that our target
audience is consumed with the negative perception of online
dating. Therefore, we want our audience to know that every-
thing in life takes steps and risks to accomplish goals. Thus,
making LikeBright the #1 online dating site by providing
consumers security, authenticity, and honesty.
what SupportS thiS idea?
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yoll Nee Kno unless yo T.
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CrEATivE11
We are trying to create a video, or any type of advertisement for LikeBright social media dating service.project description/overvieW
CrEATivE BriEF
Introduce LikeBright to its initial target market for American women on Facebook who are the age of 25 to
35 and single.
Must increase awareness of LikeBrights safety methods into online dating to differentiate among our com-
petitors
We are given $2.5 million dollars to develop an ad campaign. Generally targeted towards short video adver-
tisement.
objective
Our primary audiences are single females at the age of
25-35, and our secondary audiences are single males
at the age of 25-35.
Who are We talking to?
Smart individuals who are college educated. They are
not desperate and are independent, know their stan-
dards, and are career driven.
What are they like?
Not many females prefer online dating due to the risk
of dating someone who is, inauthentic, their personalsafety, and misinformed information that is given from
the service itself about the individual.
key finding
Our advertising campaign will convince single women
between the ages of 25-35 that LikeBright provides anhonest, safe and authentic dating service. The advertis-
ing campaign will be accomplished by depicting sce-
narios of our common fears and contrast their views
with positive actuality of the situation. The mood and
the tone of the advertisement will be honest, fun, and
above all, optimistic.
copy strategy
Based on our research, we have determined that our target audience is consumed with the negative perception ofonline dating. Therefore, we want our audience to know that everything in life takes steps and risks to accom-
plish goals. Thus, making LikeBright the #1 online dating site by providing consumers security, authenticity,
and honesty.
Whats the main idea?
There are negative perceptions of online dating which can harm the image of LikeBright to those whom never
tried the services before. We conducted a primary research with surveys and asked 93 individuals to list three
adjectives that describe online dating to them. The top three highest related words were unauthentic 30.1%,
unsafe 22.6%, and scary/desperate tying in at 17.2%.
emotional/psychological barriers - negative perceptions
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CrEATivE12
VIDEO (ALL CAPS) AUDIO (Sentence Case)
FADE IN:
EX.- OUSIDE OF SCHOOL - WIDE: GIRL AK-ING HER FIRS SEP INO SCHOOL FEELINGSCARED.
IN. - INSIDE A CLASSROOM - CU: HE GIRL
LAUGHING AND ENJOYING HER IME INCLASS.
IN. - INSIDE A CAR - MCU: FEAR OF DRIVINGFOR HE FIRS IME.
IN. - INSIDE A CAR - MCU: A GIRL ENJOYINGDRIVING.
EX. - OUSIDE ON A SREE - OS: A GIRL CRY-ING WHILE SIING A A CURB ON A SREE.
IN. - A A BUSINESS OFFICE - OS OF AN IN-ERVIEWER: A GIRL GEING NERVOUS AHER FIRS JOB INERVIEW.
EX. - OUSIDE IN HE ALLEY - WIDE: A GIRLWALKING HOME BY HERSELF.
IN. - INSIDE HER ROOM - POV: HE GIRLLOOKING DOWN A HER COMPUER WIH
LIKEBRIGH AS HER HOMEPAGE.
IN. - INSIDE A RESAURAN - MED: HEGIRL ENJOYING HER IME WIH HER NEWBOYFRIEND HA SHE ME HROUGH LIKE-BRIGH.
END CARD
FADE OU
Music Cue: Some classical music
VO: We all have ears in our lives. Remember whenyou took your rst step into a kindergarten classroom?
SFX: School bell ringing
VO: But that rst riend made all the dierence.
SFX: Kids laughing and playing.
VO: How about your rst time experience with driv-ing?
VO: You have to admit, there was nothing to be araido.
VO: How about your rst break up?
VO: And your rst ocial job interview?
VO: Walking away rom that bad relationship.
VO: ry something new takes courage.
VO: But taking that rst step can result in somethinggreat.
ANNCR: LikeBright is a sae alternative way to meetyour riends single riends online. Log on to Like-Bright.com You will never know unless you try.
itle: FearlessFormat: AnimaticOne-line descriptor: A 30 second animatic ad displaying earul events and
contrasting them with positive outcome.
Tv AD SCripT
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CrEATivE13
AdverTiSemenT
A girl taking her rst step into
school.
VO: We all have fears in our
lives. Remember when you
took your rst step into a kin-
dergarten classroom?
SFX: School bell ringing
VO: But that rst friend made
all the difference.
SFX: Kid laughing and play-
ing.
VO: How about your rst time
experience with driving.
VO: Walking away from that
bad relationship.
VO: Trying something new
takes courage.VO: But taking that rst step
can result in something great.
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CrEATivE14
VO: You have to admit, there
was nothing to be afraid of.
VO: How about your rst break
up?
VO: Or your rst job inter-
view?
ANNCR: LikeBright is a safe
alternative way to meet your
friends single friends online.
Log on to LikeBright.com.
You will never know unless
you try.
short 30-second commercial encompasses an every day girl
in her journey from adolescence to adulthood. Its theme is
simple You never know unless you try. The commercial shows
the everyday milestones that people face such as the rst day of
kindergarten, rst date, rst heart break and rst job interview. In
the 30 seconds this commercial shows the idea that without trying
this individual would not have conquered and enjoyed her life thesame.
Online dating is similar in the sense that it is scary, but at the
same time nothing bad can happen from trying. Our ad does not
have time to go into the obvious stereotypes and apprehensions
that LikeBright desolates on its site. However, it captures its key
demographic at the core, relating to them at a humanistic level
and bringing them back to the reality of their current situation.
Trying scary things in your life were hard, but imagine how much
harder life would have been if it were not for those experiences.
T
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Our print ad...
CrEATivE15priNT AD FOr mAgAziNES
Thrilling
Intrig
uin
g
Breathtakin
g
Ambiguous
Jittery
Nervous
Strange
Euphoric
Majestic
Jumpy
Frantic
Fidgety
Timid
Sh
y
Fun
Impre
ssive
Incredib
le
Aw
esom
e
Sketchy
Jeopardi zi ng
Dateline
Ex
pe
nsiv
e
Sp
ont aneous
Unp
r edi ct abl e
Pathetic
Insecure
Desper at e
Unp
redictable
Unknown
Fake
Useless
LonelyAwkwardPatheticDesperateMisleadingEmbarrassingDaringUnstableVagueUnknownMysteriousUnrealLonely
Spontaneous
Datelin
eCrazy
Dierent
Unreliable
Insecure
Jeop
ardizing
Unknown
Intim
idating
Datelin
e
Weird
Lame
Misle
ading
Unsta
ble
Intim
idating
Di
erent
NotGenunine
Jeopardizing
LastResortUnrealDangerousDumbInsecure
Unreliable
AwkwardUncomfortableLameDierentFalse
Unsafe
Risky
Cautious
Cree
py
De
sp
er
ate
Stupid
Lonely
Embarrassing
NotGenunine
Stupid
Moving
FakeS
cary
Exciting
Optimistic
Pitiful
Pathetic
Dierent
Joyful
Sensational
Liv
ely
Awesom
e
Cool
Desperate
Weird
Unknow
n
Scary
Expensive
Unstable
Awkw
ard
Falling Can Be Fun.
Youll Never Know Unless You Try
www.likebright.com
Trying something new can sometimes be alittle scary, but meeting
someone new shouldn't be. LikeBright is a new safe and easy way tomeet your friends' trusted friends through Facebook. Log on toLikeBright today, you'll never know unless you try!
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CrEATivE16
mAgiC mirrOr ADvErTiSEmENT
Te magic mirror is a new trend o media vehicle that ad agencies use these days. It is mostly seen in restroom
acilities where customers spend requent visits outsides rom their homes. Te platorm displays a certain typeo ad on the mirror and when an individual approaches, the display will dramatically change so that the mirrorwill serve its original purpose. Te ad itsel will just minimize to a certain corner so that the individual will stillsee the logo o the ad and will be able to do her routine in the restroom.
We believe that displaying these ads will help bring interest among our targeted audience because it is uniqueand an eye-catching in which our consumers can interact with the ad.
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In addition to our magic marrior ad, we believe it will be an essential idea to place 4x6 fyers near the restroom
either near the magic mirror itsel or outside o the restroom so that individuals can gain additional inormationon their hand i they are interested.
CrEATivE17FLyErS
LikeBright
LikeBright
Youll Never Know Unless You Try
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CrEATivE18
SmArTphONE/TABLET AppLiCATiONS
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mEDiA19mEDiA pLATFOrmS
People magazine consists of h
Why people magazine?
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mEDiA20
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mEDiA21
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mEDiA22
People magazine consists of h
Why cosmopolitan magazine?