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TABLE OF CONTENTS

TABLE OF CONTENTS

EXECUTIVE SUMMARY RESEARCH SITUATION ANALYSIS SWOT SECONDARY RESEARCH TARGET PROFILE PRIMARY RESEARCHBIG IDEA CREATIVES BRAND STRATEGY wiser website` online overhaul PROMOTE app smarter searchMEDIA PLAN MEDIA CALENDAR

EVALUATION MEET THE TEAM

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EXECUTIVE SUMMARY

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Soleil prepared a campaign including several strategies that will be used to increase brand awareness and usage of ShineBIG.

The startup company is looking to expand its customer base to include college students and young adults who use social media as an expressive outlet to share feelings, ideas and opinions. This will allow us to target the largest audience possible on all social media to increase the visibility of our platform to a group we are calling Emphatic Engagers.

With a strong, cohesive strategic communication initiative, we aim to not only increase the overall awareness of ShineBIG as an expressive survey platform, but to also encourage a new, brand loyal following to use the service. This will allow them to become familiar with its unique multimedia feature and recognize the potential using the service provides.

ShineBIG is currently underutilized and can be considered an afterthought to popular survey tools such as SurveyMonkey and Qualtrics. However, unlike these outlets, ShineBIG allows consumers to craft full, coherent messages and responses in the medium of their choice without any restrictions, creating accurate displays of personal expression. Forty four percent of respondents said they are likely to share personal experiences on social TLKPH��HUK�:OPUL)0.�VɈLYZ�H�WSH[MVYT�^OLYL�,TWOH[PJ�,UNHNLYZ�JHU�express themselves in a limitless manner that is unmatched by competition.

EXECUTIVE SUMMARY

So, how do you introduce a multimedia survey platform that will develop a loyal following and will surpass the current success of its competitors in reaching a highly involved and youthful audience?

The answer is through a call-to-action that motivates users to fully engage and resonates with their desire for constant interaction across all forms of media. We’re introducing ShineBIG. Share More.

The strategies and recommendations presented in this book are strongly based on research and are intended to stimulate a positive response from the KLZPYLK�[HYNL[�THYRL[��:OPUL)0.�^PSS�HSZV�IL�HISL�[V�KPɈLYLU[PH[L�P[ZLSM�MYVT�the leading competitors in the industry and create concrete, lasting impressions.

RESEARCH

10 11

- COMPANY - ShineBIG’s main advantage is its ability to let users ask questions in various media formats (photo, video, audio, etc.) and receive answers in the same multimedia. ShineBIG allows consumers to create a simple, straightforward survey quickly, while alternative survey companies focus on creating a multi-question survey.

- CONSUMER - The current target market includes journalism and public relation organizations, educational sources, news outlets and member communities.

ShineBIG also targets celebrities and public ÄN\YLZ�[OH[�OH]L�JVUULJ[LK�^P[O�H�SHYNL�following on social media.

Their demographics, psychographics and attitudes are all vastly unique because they cover a wide geographic range. However, their behavior is similar in that they are advanced technology consumers.

SITUATION ANALYSIS

- CATEGORY - The online survey industry is highly fragmented and is growing exponentially with very low barriers of entry. With many survey creation tools in the industry, levels of both direct and indirect competition are high in order to combat consumer demand.

New media has fueled the growth of the online survey industry. As more consumers utilize social media outlets, companies have more options to engage them in two-way conversations about a product or service.

- COMPETITION -:OPUL)0.�OHZ�KLÄUP[L�JVTWL[P[PVU�^P[O�QuestionPro, FluidSurvey and SoGoSurvey ILJH\ZL�[OL`�VɈLY�Z\Y]L`Z�\ZPUN�H\KPV��]PKLV�and/or pictures.

Indirect competitors include regular survey tools, such as SurveyMonkey, social media sites and direct marketing tools. They lack a multimedia option but are utilized by consumers frequently due to their ease of use.

:OPUL)0.�VɈLYZ�[OL�JVUZ\TLY�HU�PU[LYHJ[P]L�platform to personally share and connect with others, which is why social media is considered a competitor.

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SWOT ANALYSIS

- STRENGTH - ShineBIG enables consumers to express themselves in multimedia platforms.

It provides an interactive and personal tool for companies to engage with their consumers.

0[�VɈLYZ�H�MLH[\YL�[OH[�HSSV^Z�JVUZ\TLYZ�[V�JYLH[L�HUK�ZOHYL�H�Z\Y]L`�VU�;̂ P[[LY�[OYV\NO�H�[^LL[�

- WEAKNESS - Only one question is able to be asked at a time.

The use of multimedia has the potential to deter some individuals from participating in surveys. This is due [V��WLYJLW[PVUZ�VM�P[�ILPUN�[VV�KPɉJ\S[�VY�YLX\PYPUN�[VV�T\JO�LɈVY[�

It has almost no social media presence; it’s not on anyone’s radar locally.

- THREAT -Barriers to entry in this industry are low and are decreasing, which makes the industry highly fragmented and competitive.

The online survey industry is still very young, and little regulation has been put in place. The industry does not receive direct government assistance.

- OPPORTUNITY - As the number of online and e-commerce transactions increases, companies will grow to rely on online surveys to get feedback on customer preferences and satisfaction.

A rise in media and promotional expenditures by clients seeking to maximize the return on their marketing investments will cause a rise in demand for the industry’s services.

With social networking and user-generated content creating online communities, industry operators are expected to shift toward customizing surveys for social and mobile media using new data analysis technologies.

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SECONDARY RESEARCH

ShineBIG is a multimedia survey platform that allows users to create a single-question multimedia survey quickly, easily and creatively.

:OPUL)0.�VɈLYZ�H�Z\IZJYPW[PVU�IHZLK�TVKLS��(U�HUU\HS�WYPJPUN�Z[YH[LN`�W\[Z��������HZ�[OL�WYPJL�MVY�H�year of service. The pricing will decrease at some point after upgrading to a more advanced code or if the consumer has a strong following on social media.

;OL�J\YYLU[�Z[YH[LN`�VM�[OPZ�Z[HY[\W�PZ�[V�RLLW�V]LYOLHK�[V�H�TPUPT\T�^OPSL�[OL�WYVK\J[�THYRL[�Ä[�phase continues.

COMPANY OVERVIEW

Competitors, such as SurveyMonkey and SurveyGizmo, all have free accounts available to users, providing a basic platform to create questions and analyze the response data.

For more professional use, [OL`�VɈLY�HJJV\U[Z�H]HPSHISL�for purchase.

These advanced accounts VɈLY�H�TVYL�YLÄULK�^H`�[V�create and produce an LɈLJ[P]L�Z\Y]L`�^OPSL�HSZV�providing more detailed and LɉJPLU[�^H`Z�[V�]PL^�[OL�results.

THE INDUSTRY

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CONSUMERS

Consumers in this industry are likely to take advice about a product from someone they know personally or trust professionally. The consumers are not particularly brand loyal unless they have a subscription and are content with their current service.

The new target of ShineBIG could be millennials. This market is technologically advanced, making them a creative and intuitive group of people. They also place great value in self-expression and individuality and rely on social media to make their voices heard.

Focusing on expanding the brand’s presence on social media platforms will help target a more concise market for this product. Sites like Twitter host a large number of journalists, PR specialists and news reporters who are actively connecting with their audiences on a daily basis. Facebook is a secondary platform for sharing since a large number of active users on the site are millennials.

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CONSUMERS AND TARGET AUDIENCE CONCLUSION

In the rapidly evolving survey market, ShineBIG will be able to distinguish itself as an emerging force in the industry through its utilization of multimedia. Its multimedia tool allows for a more personalized touch to the average survey. This gives consumers the opportunity to share and get to know others through various touchpoints.

The easy-to-navigate links will also provide consumers with the ability to share these surveys on multiple social media platforms with a few simple clicks. The reach of the platform will give ShineBIG a chance to expand the brand, gain exposure and show more consumers a new way to survey.

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TARGET AUDIENCE

MEET KARA (18-23) MEET HARRY (24-28) MEET REBECCA (29-34)

She is a college student who is extremely involved in her extracurricular activities as president of her sorority and assistant captain of the club soccer team. When she’s not ^P[O�OLY�ZPZ[LYZ�VY�VU�[OL�ÄLSK��`V\�JHU�ÄUK�OLY�NS\LK�[V�OLY�laptop following her favorite beauty bloggers and keeping up to date with friends and celebrities on social media.

He is in graduate school and is preparing for a new chapter in his life as a young professional. In between study sessions for the )HY�,_HT��/HYY`�VM[LU�[HRLZ�[V�Twitter to start a dialogue about the recent political campaign.

She has her hands full as a part-time nurse, a yoga instructor and H�TV[OLY�VM�H�ÄYZ[�NYHKLY��Whether she’s volunteering at her child’s school or supporting her friend’s local boutique, she believes her time is best spent bettering her community. She takes to Facebook to vocalize her support for causes she is pas-sionate about and encourages V[OLYZ�[V�QVPU�OLY�PU�OLY�LɈVY[Z��

WHO ARE THEY?

Emphatic Engagers.�0UKP]PK\HSZ�HNLK�������^OV�\ZL�ZVJPHS�TLKPH�HZ�HU�L_WYLZZP]L�V\[SL[��ZOHYPUN�feelings, ideas and opinions. They depend on it for staying up-to-date with recent happenings, both within their inner circles and the world at large. They are more likely to utilize customizable content [OH[�YLÅLJ[Z�J\YYLU[�WVW\SHY�[YLUKZ�HUK�VM[LU�\ZL�[OLZL�ZP[LZ�[V�LUNHNL�WLLYZ�PU�JVU]LYZH[PVU�V]LY�controversial issues.

The Wordsmith: “It’s easier for me to articulate my thoughts through writing than speech; my friends even say that I have a way with words. I feel like the platform social media provides allows TL�[V�X\PJRS`�JVTT\UPJH[L�T`�VWPUPVUZ�[V�T`�MVSSV^LYZ��I\[�0�VM[LU�ÄUK�JOHYHJ[LY�YLZ[YPJ[PVUZ�frustrating. ShineBIG is great because it allows me to use all the words I choose to speak my mind without restraint.”

The Sharpshooter: “I’d say that I’m a visual person. When I scroll through my news feed, I’m much more likely to interact with posts that include pictures or silly memes rather than a bunch of boring text. I love that ShineBIG allows you to use pictures when answering surveys because I JHU»[�HS^H`Z�HY[PJ\SH[L�OV^�0�MLLS�HUK��`V\�RUV^�^OH[�[OL`�ZH �̀�H�WPJ[\YL�PZ�^VY[O�������^VYKZ�¹

The Cinematographer: “I can’t stand taking surveys that have a limited number of answer options. 5VUL�VM�[OLT�L]LY�YLHSS`�JHW[\YL�^OH[�0»K�ZH �̀�HUK�0�MLLS�SPRL�[OL�WYL�ZL[�HUZ^LYZ�[^PZ[�T`�^VYKZ��So when I discovered ShineBIG’s video feature, I was thrilled to be able to answer questions exactly how I would in real life--with my voice, my words and my own conviction.”

INSIGHTS

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SUMMARY

PRIMARY RESEARCH

Our research goal was to analyze our client’s target market and uncover their surveying and self-expression tendencies and preferences. We used our client’s platform to ask a generic question, allowing people to test-drive the software. Response submission directly led participants to a survey about reactions, social media preferences and general demographic information. We gathered approximately 55 completed responses via that channel. We also engaged with current and prospective customers through interviews to learn more about what they do or don’t want from a survey tool company. We spoke with three current ShineBIG clients about their experiences with and opinions about the software. We found seven local businesses that could potentially be clients, and we spoke to them as well.

DEMOGRAPHICS

RECEIVE INFORMATION

Text Picture Video

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PRIMARY RESEARCH

MAIN RESEARCH INSIGHT

BIG IDEA

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THE BIG IDEA

ideas

Y O U

work

SOUL

art

talent

dreamsTHOUGHTS

creativity

memories

OPINIONS

INTERESTS

humor

events

Fun

enthusiasmHOBBIES

HEARTstrength

Expertise

V I S IONS

personality

PROJECTS

li feimagination

curiosityLOVE

e n e r g y

connectionsfaithORIGINALITYemotion

innovation

SHARE MORE .stories

pictures

([�ÄYZ[�NSHUJL��P[»Z�Q\Z[�HU�HTIPN\V\Z�PU]P[H[PVU��Share more what?�`V\�TPNO[�ÄUK�`V\YZLSM�asking. ShineBIG wants you to decide the answer to that question.

Share more curiosity.

Share more insecurity.

Share more soul.

Share more of you. 0[»Z�H�Z\TTVUZ�MVY�,TWOH[PJ�,UNHNLYZ�SVVRPUN�MVY�H�WSH[MVYT�[V�HTWSPM`�[OLPY�]VPJLZ�[OYV\NO�H�means that suits them. Be it text, picture or video, ShineBIG provides an adaptive outlet and extends a helping hand to those who have a message to share.

CREATIVES

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BRAND STRATEGY

To achieve our communication objective, we plan to focus our strategy on online media that the target audience is already consuming.

By creating a clear, cohesive message across all digital media through the “Share More” campaign, we plan to attract the target to lit-erally Share More on these familiar platforms.

Throughout the course of a year, ShineBIG will increase its own social media presence to both inform and attract consumers to the service, and a website redesign along with the creation of a ShineBIG application will stream-line the service, making it more convenient for the target’s on-the-go, digital lifestyle.

ShineBIG’s presence will step outside the virtual world and materialize through real-life promotional events where consumers can learn about and experience ShineBIG in a more tangible environment.

-PUHSS �̀�:OPUL)0.�^PSS�\[PSPaL�:,6�[HJ[PJZ�[V�become a relevant player and rising force in the online survey industry.

>L�WSHU�[V�YLHJO����WLYJLU[�VM�[OL�[HYNL[�audience four times per month through our online presence, including the social media campaign, website redesign, blog posts and mobile application, while we aim to reach HUV[OLY����WLYJLU[�[OYV\NO�W\ISPJ�YLSH[PVUZ�impressions via Meetup events.

We will use Google Analytics to measure a variety of data, from simple conversions to insight into consumer behaviors, in order to gauge the success of the “Share More” campaign.

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PHASE 1: WISER WEBSITE

home page:

ShineBIG is a simple, innovative and multifaceted service that JH[LYZ�[V�,TWOH[PJ�,UNHNLYZ�HUK�their sense of self-expression—its ^LIZP[L�ZOV\SK�YLÅLJ[�[OH[��

With a few simple improvements, ShineBIG’s website will put forth the image of an easy-to-use, modern multimedia tool.

We suggest:

0.»Z�LU[PYL�IYHUK(�JVSVY�ZJOLTL�[OH[�YLTHPUZ�JVOLZP]L�HJYVZZ�:OPUL)����TVYL�HJJLZZPISL�SVNPU�I\[[VU�VU�[OL�OVTL�WHNL)������4VYL�\ZLY�MYPLUKS`�SHUN\HNL��HUK�SLZZ�JVKPUN�QHYNVU���3PURZ�[V�:OPUL)0.»Z�ISVN�HUK�ZVJPHS�TLKPH�HJJV\U[Z���0UMVYTH[PVU�VU�TLTILYZOPW�HUK�WYPJPUN�TVKLS

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PHASE 2: ONLINE OVERHAUL

With a target audience that spends 86 percent of their time online (or 18 hours per day), ShineBIG JHU�ÄYZ[�[HJRSL�NHPUPUN�TVYL�H^HYLULZZ�I`�strengthening its social media presence.

Continuous, timely social media and blog posts that emphasize the “Share More” theme will reach these key consumers via platforms they are already currently consuming on a daily basis.

(JJVYKPUN�[V�MVYILZ�JVT�����WLYJLU[�VM�THYRL[LYZ�ZLL�H�WVZP[P]L�PUJYLHZL�PU�[OLPY�^LIZP[L�[YHɉJ�K\L�[V�strategic usage of social media outlets.

A substantial online presence will start a conversation among the target audience, creating both awareness and engagement with theservice.

every day online.18 hours

Millennials spend

of marketers L_WLYPLUJL�[YHɉJ�

increase when using social media outlets.

80%

TWITTER

Twitter has the advantage of hosting many WVW\SHY�ZVJPHS�PUÅ\LUJLYZ�^P[O�KL]V\[�MVSSV^PUNZ��

For the target market, we found that one-third of people use Twitter to peruse interesting articles or links posted by friends or organizations they follow, to share their own content or to get more information on something they heard about.

)`�VɈLYPUN�]LYPÄLK�W\ISPJ�ÄN\YLZ�HUK�JLSLIYP[PLZ��such as Mark Cuban or Kylie Jenner, a free year-long membership, ShineBIG will gain awareness [OYV\NO�[OL�Z\Y]L`Z�[OLZL�PUÅ\LUJLYZ�JYLH[L�HUK�share with their fans. They will also be encouraged to retweet ShineBIG’s blog posts and tweets about the service.

Kylie Jenner has a membership due to her popularity and follower count of 15.4 million and growing. Kylie asks her friends/followers via ShineBIG which new beauty products she should create for her cosmetic line, and lets users express their likes/dislikes about her products.

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PHASE 2: ONLINE OVERHAUL

facebook

Facebook will boost ShineBIG’s awareness in a variety of ways be-cause 88 percent of millennials use Facebook to receive updates on UL^�PUMVYTH[PVU�HUK�WYVK\J[Z��:PUJL�-HJLIVVR�OHZ�V]LY�����TPSSPVU�HJ[P]L�\ZLYZ�[VKH �̀�P[�VɈLYZ�:OPUL)0.�[OL�VWWVY[\UP[`�[V�Z\JJLZZM\SS`�reach its target market.

Facebook is a key driver for ShineBIG because it will encourage user interaction with ShineBIG’s posts, give a personal touch to ShineBIG through the “Share More” campaign and develop a loyal consumer community.

ShineBIG’s account will direct potential users to the company website, share ShineBIG’s blog posts and promote upcoming events its hosting. It’s also an ideal platform to showcase earned media, such as articles written about the service from outside sources.

Since the target audience uses Facebook to share their life and opinions to start or join in a conversation, the basic upkeep of -HJLIVVR�PZ�JY\JPHS�[V�[OL�Z\JJLZZ�VM�:OPUL)0.��3PRL�;̂ P[[LY��P[�^PSS�HSZV�IL�HU�V\[SL[�MVY�ZVJPHS�PUÅ\LUJLYZ�[V�LUNHNL�^P[O�[OLPY�MVSSV^PUNZ�]PH�ShineBIG surveys.

million activeusers today.

800 Facebook has

of millennials use facebook.

88%

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INSTAGRAMInstagram is an online community that is centered on the WV^LY�VM�]PZ\HS�Z[VY`[LSSPUN��>P[O�V]LY�����TPSSPVU�HJ[P]L�users worldwide and after Facebook’s purchase of the app [V�OLSW�P[�NYV �̂�0UZ[HNYHT�VɈLYZ�:OPUL)0.�[OL�VWWVY[\UP[`�[V�ILJVTL�H�M\SS�ÅLKNLK�MVYJL�PU�[OL�ZVJPHS�TLKPH�environment. The target audience’s second most preferred social media outlet is Instagram, and they use the app to share their favorite personal experiences with others through pictures.

Instagram also allows brands to share stories and experiences through visual content that is more appealing to ,TWOH[PJ�,UNHNLYZ�[OHU�WSHPU�[L_[��>P[O�[OL�PTWSLTLU[H[PVU�VM�ÄS[LYZ�HUK�ZWLJPHS�PTHNL�[VVSZ��[OPZ�HWW�^PSS�NLULYH[L�H�strong brand appeal without a large price tag. ShineBIG will showcase the “Share More” campaign through images that appeal to the target audience’s lifestyle, posting videos of survey questions, promoting Meetup events and featured blog posts and encouraging followers to visit and interact with other users VU�[OL�:OPUL)0.�^LIZP[L�HUK�V[OLY�HJJV\U[Z��3PRL�;̂ P[[LY��Facebook and the blog posts, the basic upkeep of Instagram posts about ShineBIG, both direct and indirect, is imperative to increase ShineBIG’s brand awareness objective.

PHASE 2: ONLINE OVERHAUL

400 million

users on Instagram.

There are over

Start with a Clear Goal and Creative Concept��VTWLSSPUN�HUK�Z\JJLZZM\S�HK]LY[PZPUN*� �campaigns on Instagram have a strong concept tied into a clear objective—like the “Share More” campaign. Tagging ShineBIG and using the hashtag “#ShareMore” will help make the brand’s image consistent across all social media platforms.

Celebrate Your Brand’s Look and Feel �Z[HISPZO�JVUULJ[P]L��ZPTPSHY�HUK�JVOLZP]L,��elements across the images and videos—like an PKLU[PÄHISL�JVSVY�WHSL[[L��JVTWVZP[PVU��photographic style or portrayals of the target audience’s lifestyle—to make ShineBIG more recognizable to consumers.

Focus on Craft�OL�\ZL�VM�^LSS�JYHM[LK�PTHNLZ�HUK�]PKLVZ�HUK;��learning about image tools like Boomerang will enhance the credibility of ShineBIG via Instagram. The creation and execution of the campaign on Instagram will draw in the target audience and keep them wanting more.

CONTENT STRATEGY TIPS

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PHASE 2: ONLINE OVERHAUL

BLOG POSTS

Weekly blog posts highlighting how a certain company, individual or organization has used the service successfully or insight into the business as told by industry professionals will not only promote ShineBIG, but will position it as an attractive brand dedicated to informing its consumers and bettering their lives.

The blog posts, embodying the “Share More” theme, will feature companies and current users explaining how ShineBIG helps them learn more about both themselves as companies as well as their consumers. This is made possible through ShineBIG’s unique multimedia feature that enables users to share more of their ideas and emotions toward a product, service or organization.

3PRL�ZVJPHS�PUÅ\LUJLYZ��[LJO�ISVNNLYZ�^PSS�HSZV�IL�NP]LU�MYLL�TLTILYZOPW�[V�[OL�ZLY]PJL��HSSV^PUN�[OLT�[V�IL-come familiar with the tool and its unique aspects. Tech blogger, Arik Hesseldahl, is a veteran columnist who OHZ�JV]LYLK�[OL�[LJO�ZLJ[VY�ZPUJL�� ���/L�OHZ�HSTVZ[��������;̂ P[[LY�MVSSV^LYZ�K\L�[V�OPZ�[Y\Z[LK�PUZPNO[Z�and perspectives of emerging technologies today.

With his experience working with BusinessWeek and Forbes, Arik can help raise awareness and emphasize key aspects of ShineBIG. Arik and other tech bloggers can then endorse the service through posts of their V^U��L_[LUKPUN�WYVTV[PVUHS�LɈVY[Z�[V�[OLPY�MVSSV^PUNZ�PU�HKKP[PVU�[V�:OPUL)0.»Z�

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PHASE 3: PROMOTE

Although ShineBIG exists in the digital realm, bringing it to life in the real world through promotional events will help inform and pique the interest of the target audience. Meetup, a service that makes it easy to organize local groups, is devoted to spreading new ideas among like-minded individuals in all interest areas—from science to business. With 25.63 million members and counting, Meetup will help attract and inform others in a more direct manner. ShineBIG will plan Meetup events with a variety of speakers to highlight the unique selling points of the service (e.g., the personal aspect, the multimedia feature, etc.).

After the events, attendees will be encouraged to download the app and respond to ShineBIG surveys, sharing their personal experiences about the Meetup.

To get started, we suggest:

1. Getting input from all organizers2. Searching for industry professionals or past clients to be the featured speaker in addition to yourself3. Aiming for three to six presenters per month to give varying perspectives on the service����(S^H`Z�OH]L�[OYLL�L]LU[Z�VU�[OL�JHSLUKHY"�WSHU�PU�HK]HUJL5. Setting a consistent date, time and location6. Utilizing your social media accounts to promote the events and attract new attendees7. Using the app to get feedback from each event����3PZ[LUPUN�[V�MLLKIHJR��I\[�KVU»[�^HP[�MVY�MLLKIHJR�PM�P[�[HRLZ�[VV�SVUN"�TVZ[�WLVWSL�^HU[�[V�H[[LUK�[OLZL� events to learn, but not necessarily to give their opinion

PROMOTE IN PERSON

A Meetup basic subscription costs $9.99 per month and includes four lead organizers and 50 members. An unlimited subscription costs $14.99 per month with unlimited members and unlimited users.

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PHASE 4: APPLICATION

According to our primary research, we found that ShineBIG needs to become more mobile friendly to YLÅLJ[�[OL�X\PJR�WHJLK��digital lifestyle of the target market.

To satisfy this need, we recommend creating a ShineBIG application.

Tech savvy millennials will then be able to conveniently ask and answer questions on-the-go and at their own convenience.

The app will include a login page, a create-and-share query/survey page and a live feed of all the ShineBIG surveys for users to participate in.

APPLICATION INAUGURATION

��9LHZVUZ�[V�6W[PTPaL�:OPUL)0.�MVY�4VIPSL�]PH�/\ɉUN[VU�7VZ[!��1. 4VIPSL�\ZLYZ�HYL�KPɈLYLU[ because they want their information fast and easy through digestible bites. They are more likely to make decisions on the go, thus, the likelihood of them buying a membership and creating or participating in a survey will increase. 2. 4VIPSL�NL[Z�TVYL�[YHɉJ because, with over one billion users worldwide on mobile devices, one quarter of all web searches are conducted via these devices. The app will give ShineBIG users the opportunity to use their smartphones to make/take a survey rather than relying on their desktop computer to do so. 3. Better brand engagement occurs through a mobile-friendly web-site because potential and current users are more likely to return to the website later on a desktop if they had a satisfying mobile experience. If a mobile experience has incredible functionality and consistency, it NYV^Z�[Y\Z[��PU[LYLZ[�HUK�HɉUP[`�^P[O�\ZLYZ�����The app will increase conversions because one-third of people will leave a website or transaction if the site is not optimized for mobile usage. A strong, mobile-friendly presence will maximize the amount of the target audience that interacts with ShineBIG. 5. It can reduce the bounce rate because content that looks great on a desktop will not always transfer the same quality onto a mobile device. By providing mobile users with an innovative user experience, it will engage users longer in ShineBIG’s service.

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PHASE 5: SMARTER SEARCH

An increasingly digital world calls for companies to adopt an increasingly online presence. To enlarge your brand’s virtual stamp, we not only recommend having a strong website, but we also suggest investing in search engine optimization �:,6��THYRL[PUN�Z[YH[LNPLZ�[V�PUJYLHZL�brand awareness. :,6�^PSS�NHPU�:OPUL)0.�H�OPNOLY�positioning on search engine results pages and increase organic [YHɉJ�[V�[OL�^LIZP[L�HUK�V[OLY�ZVJPHS�media pages. :,6�^PSS�N\HYHU[LL�[OH[�^OLU�H�JVUZ\TLY�searches for “survey” or “multimedia sur-vey,” ShineBIG will appear on the results page. Currently, ShineBIG doesn’t appear ^P[OPU�[OL�ÄYZ[�[OYLL�WHNLZ�VM�H�.VVNSL�search--not many people continue to look beyond these pages. By using strong keywords, appropriate meta tags and descriptions, link building and analytics tools, ShineBIG will boost its spot in the ranks, giving it more exposure to potential users.

SMARTER SEARCH

��*VTWVULU[Z�MVY�H�:[YVUN�:,6!1. Keywords research gives insight to what words or phrases the target market is using when searching for survey services. It is imperative to determine relevant terms and the level of competition for each term. The longer the keyword, the less competition for the phrase in the engines. 2. Meta tags and descriptions�WSH`�H�]P[HS�YVSL�PU�:,6�because Google looks at the page title and description as a measure of relevancy to that keyword. Shorter page titles and informative descriptions of the website are major keys to success. 3. Quality content is the best way to be ranked high for keywords and also create a positive user experience.���Backlinks are the backbone to content because the most credible links pointing back to the ShineBIG website will present the company as credible and valuable to the searcher. This is possible by contacting popular blogs in the technology industry niche on a monthly or bimonthly basis to see how they may backlink to ShineBIG’s website. 5. (�Z[YVUN�HUK�LɈLJ[P]L�ZVJPHS�TLKPH�WYLZLUJL on Facebook and Twitter will send search engines signals of PUÅ\LUJL�HUK�H\[OVYP[`�PU�[OL�PUK\Z[Y �̀ Cost: $2,000-$6,000 (dependent on desired geographic reach of target market and competition for keywords)

MEDIA PLAN

50 51

MEDIA CALENDAR

Post 5 times a week: Saturday and Sunday at 12 p.m. Thursday and Friday at 2 p.m. Wednesday at 3 p.m.

FACEBOOK

Tweet 5 times a week Wednesday – Sunday between 12 p.m. and 3 p.m.

TWITTER

Post every Sunday at the beginning of the week

BLOG

:JOLK\SL�TLL[\W�L]LY`���^LLRZ�VU�;\LZKH`Z�H[��!���W�T�

MEETUP

f

t

w

m

>LIZP[L�YLKLZPNUZ�[V�IL�JVTWSL[LK�I`�1\S`������ZV�MVSSV^PUN�WOHZLZ�HYL�HSS�JVOLZP]L��PHASE 1: WISER WEBSITE

After the completion of the new website, begin social media posts. Posts targeting B2C see better performance on the weekends and in the afternoon.

PHASE 2: SOCIAL MEDIA

PHASE 3: MEETUPSOrganize Meetups for every 6 weeks and always have at least 3 events scheduled on the calendar.

July 12 August 23 6J[VILY�� November 15 December 27

9LZLHYJO�PUKPJH[LZ�`V\�JHU�L_WLJ[�HU�H]LYHNL�VM����^LLRZ�[V�JYLH[L�[OL�HWW��;OL�ZVVULY�P[�PZ�ÄUHSPaLK��[OL�TVYL�LɈLJ[P]L�[OL�V[OLY�Z[YH[LNPLZ�^PSS�IL�PU�PUJYLHZPUN�LUNHNLTLU[��

PHASE 4: APP

0TWHJ[M\S�:,6�YLZ\S[Z�[`WPJHSS`�[HRL�H�`LHY�[V�ZOV^�LɈLJ[��ZV�HU�PTTLKPH[L�JOHUNL�^PSS�OLSW�[V�ZLL�YLZ\S[Z�I`�the end of the media campaign.

PHASE 5: SEO

1\S`����� 1\S`�����Each week, follow the media calendar schedule.

EVALUATION

54 55

EVALUATION

The “Share More” campaign is multifaceted, and measuring the success of the campaign is essential to track the growth of ShineBIG.

THE CAMPAIGN IN REVIEW

0U�VYKLY�[V�LUZ\YL�:OPUL)0.�YLHJOLZ����WLYJLU[�VM�,TWOH[PJ�,UNHNLYZ�H[�SLHZ[�MV\Y�[PTLZ�WLY�TVU[O��[OL�JVU]LYZPVU�YH[L��HTWSPÄJH[PVU�YH[L��HWWSH\ZL�YH[L�HUK�LJVUVTPJ�]HS\L�ZOV\SK�IL�L]HS\H[LK��

;OL�JVU]LYZPVU�YH[L�ZOV^Z�[OL�U\TILY�VM�JVU]LYZPVUZ�WLY�WVZ[��JVTTLU[�HUK�YLWS �̀�;OL�HTWSPÄJH[PVU�YH[L�determines the amount of shares or retweets per post, and the applause rate measures retweets or likes.

To properly analyze these measures, it is important to determine the expectations for clicks, comments, SPRLZ��L[J��HUK�[V�L_HTPUL�[OL�KH[H��KLÄUPUN�^OLU�Z\JJLZZM\S�WVZ[Z�^LYL�ZLU[�V\[��^OH[�[`WL�VM�JVU[LU[�[OL`�included and if share/reply rates were high. Finally, using Google Analytics to measure the economic value will illustrate the short-term revenue, long-term revenue and return on investment (ROI) from each channel utilized.

SOCIAL MEDIA

;OL�JYLH[PVU�VM�:OPUL)0.»Z�UL^�^LIZP[L�PZ�[OL�ÄYZ[�Z[LW�PU�LUZ\YPUN�[OL�Z\JJLZZ�VM�[OL�¸:OHYL�4VYL¹�campaign. Google Analytics will help turn consumer insights into real gains by measuring the amount of new HUK�YL[\YUPUN�[YHɉJ�[V�[OL�^LIZP[L��0[�^PSS�HSZV�RLLW�[YHJR�VM�[OL�KLTVNYHWOPJZ�VM�LHJO�\UPX\L�]PZP[VY�

WEBSITE

:PUJL�:OPUL)0.»Z�NVHS�PZ�[V�YLHJO����WLYJLU[�VM�,TWOH[PJ�,UNHNLYZ�[OYV\NO�4LL[\W�L]LU[Z��P[�PZ�important to analyze ShineBIG survey responses from attendees after each event, the number of attendees and any resulting earned media.

MEETUP EVENTS

In order to track the success of the ShineBIG mobile application, many things must be taken into consideration. The number of both daily and monthly users should be determined as well as the average amount of revenue per user. The retention rate should [OLU�IL�UV[LK�[V�KL[LYTPUL�OV^�[OL�HWW�Ä[Z�PU[V�users’ daily lives. Finally, the total revenue generated and the lifetime value of the app can give insight into how successful the app proved to be overall.

/V^�[OL�PTWSLTLU[H[PVU�VM�:,6�Z[YH[LNPLZ�OHZ�helped to improve ShineBIG’s awareness can be determined by the amount of new users and the rate of overall engagement consumers have with the brand. Click-thru-rates on online searches can also be evaluated.

MOBILE APP

SEARCH ENGINE OPTIMIZATION

MEET THE TEAM

58 59

MEET THE TEAM

SUHAN HAN (JJV\U[�,_LJ\[P]L��9LZLHYJOLYGuangzhou, China

Suhan loves to explore various cultures and communicate with diverse people. She can speak 4HUKHYPU��*H[VULZL�HUK�,UNSPZO��:OL�OHZ�[YH]LSLK�[V��(ZPH��(TLYPJH��,\VWL�HUK�6JLHUPH��:PUJL�ZOL�OHZ�HU�interest and strength in communication, she wants to work in the marketing and advertising industry.

BRIEANN STIENS(JJV\U[�,_LJ\[P]LKansas City, MO

Brieann is a lover of fashion, travel and food. She is a detail-oriented and on-the-go individual. When she’s UV[�^VYRPUN�H[�/HYWV»Z��`V\�JHU�ÄUK�OLY�OHUNPUN�out with one of her 11 roommates. She is sad to be graduating, but hopes to land a job opportunity within advertising or social media in Kansas City or Chicago.

ABIGAIL UHLAR 9LZLHYJO�,_LJ\[P]L��4LKPH�7SHUULY�+HYPLU��03

Abigail is passionate about public relations, mediacommunications and advertising and hopes toJVU[PU\L�PU�VUL�VM�[OVZL�ÄLSKZ�HM[LY�NYHK\H[PVU��>OLU�she isn’t waiting by the mailbox for her lost letter fromHogwarts, she is most likely reading about interesting facts or taking pictures of puppies.

ANNA WEISSArt Director/ Graphic Designer:[��3V\PZ��46

Anna loves to travel and interned at a strategic JVU[LU[�HNLUJ`�PU�3VUKLU�SHZ[�`LHY��:OL�SV]LZphotographing and documenting her travels. Anna hopes to land a job in production using her knowledge of video and advertising to create commercials for large, interntional brands.

60 61

BRIDGET GOODWINCopywriter/ Graphic DesignerMilwaukee, WI

Bridget is a travel enthusiast who spent most of last year working in Brussels and traveling the globe. She loves meeting new people, going to new places and even edited a friend’s mid-term paper while on a boat in Venice. After graduation, she is headed to New York *P[`�[V�^VYR�MVY�H�W\ISPJ�YLSH[PVUZ�ÄYT��

ERICA MIKRUTCopywriter/ Graphic Designer,K^HYKZ]PSSL��03

,YPJH�PZ�H�NYHTTHY�ULYK�RUV^U�[V�KHIISL�PU�� �photography and drawing, but is most often found in the kitchen trying out a new recipe she saw on the -VVK�5L[^VYR��/LY�ÄYZ[�SHUN\HNL�PZ�ZHYJHZT��I\[�she is currently learning Japanese with the hopes of returning to Tokyo to further her career in Journalism.

MEET THE TEAM

RACHEL CAFFREY7\ISPJ�9LSH[PVUZ�,_LJ\[P]L��:VJPHS�4LKPH�:WLJPHSPZ[�3LL»Z�:\TTP[��46

Rachel is a public relations enthusiast who is driven by results. She is a reliable team member, loves hanging out with family and friends and enjoys new L_WLYPLUJLZ��0M�9HJOLS�PZU»[�PU�JSHZZ��`V\�JHU�ÄUK�OLY�catching up on the latest reality television shows and celebrity gossip.

KELSEY FAIRCHILD7\ISPJ�9LSH[PVUZ�,_LJ\[P]L��:VJPHS�4LKPH�:WLJPHSPZ[�:[��3V\PZ��46

Kelsey enjoys all things media-related, especially public relations and social content marketing. She has traveled to Africa to work with local communities [LHJOPUN�,UNSPZO��2LSZL`�OVWLZ�[V�[HRL�OLY�Z[YH[L-gic communication skills abroad after graduation by ^VYRPUN�MVY�UVU�WYVÄ[Z�VY�HU�5.6�