Post on 11-Nov-2014
description
Microsoft Protégé 2011
Windows Phone 7 Marketing Campaign
Sports Mad
Party Animal
Art Fanatic
Study Freak
Computer Geek
Music Lover
6 different student groups create communities to fully engage with all aspects of the WP7
through a fun, interactive and clear campaign.
Facilitating a social, networked community.
The Concept
Meet the students
Meet Computer Geek Tom…
Meet Art Fanatic Anna…
Meet Sports Mad Alex…
Meet Study Freak Elle…
Meet Music Lover Josh…
Meet Party Animal Katy…
Implementation
Media Above the line:
1. Television
1. Advertising Campaign
2. Sponsorship
3. Product Placement
Below the line:
2. Online
1. Website: SEO PPC Analytics
2.Facebook: 6 Facebook Groups 1 Facebook Page Facebook Ads
3. YouTube: Viral Advertisements Events/ Group Films
1. Twitter:
2. Journalists:
4. Student Partners:
3. Blogging: 3. Public Relations
Groups/ Profile Tweets Trending Brand Tweets Press Releases
Press Packs Press Events
Universities Nationwide Representing 6 different groups Campaigning
Ambassadors Student Groups Experts
1. Television
1. An advertising campaign has been created to communicate the campaign concept to the student market.
2. Sponsorship of television programs should be considered.
3. Product Placement –This campaign should utilise this new opportunity to advertise the product in programs.
1. Twitter provides a direct communication channel
2. Journalists will be closely managed during this campaign
3. Blogging is an appropriate tool for digital natives
4. Student Partners are brand advocates and on-campus contacts.
3. Public Relations
The Campaign
Campaign Roadmap
Level of Impact
• Teaser updates daily • Competition – winners announced at Launch Event • Register for tickets to the main event
Pre-Launch Teaser
This event will create buzz, generate press coverage, enable promotion and buy-in of student group partners.
The Main Event
The Main Event Continued
WP7 Training Centre
Press Zone
Sports Mad
Computer Geek
Study Freak
Music Lover
Art Fanatic
Party Animal
Campaign Launch and Follow Up
8 weeks before the launch event: • Short TV adverts •Facebook campaign • Youtube videos Follow Up Activities will include: • Additional training events • Retail
On-Going Campaign Activity
On-Going activity is important to maintain the impact and visibility of the campaign.
Internal Marketing
Marketing MAD believe that an integrated and aligned marketing approach is key to success.
Post-University
WP7 Alumni
Budget Allocation
Campaign Summary
Sports Mad
Party Animal
Art Fanatic
Study Freak
Computer Geek
Music Lover
Thank you for your time.
Do you have any questions?