Los Angeles Times Marketplace Campaign Strategy
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LOS ANGELES TIMES MARKETPLACE BY NENAH BONDI, VANESSA SIGMAN, EVELYN JIANG, JORDAN COMISKEY on 4.28.15
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Transcript of Los Angeles Times Marketplace Campaign Strategy
LOS ANGELES TIMESMARKETPLACE
BY NENAH BONDI, VANESSA SIGMAN, EVELYN JIANG, JORDAN COMISKEY
on 4.28.15
1881IT ALL BEGAN IN
Part of Los AngelesThe Los Angeles Times has always developed community and enabled connection.
Impulse Shopping
Market LandscapeList Items
Item Shopping
Recreational Shopping
People aren’t respondingto ads in newspapers anymore
Problem
OUR RESEARCHshowed that newspaper
use is decliningin various
ways. RESEARCH RECAP:
Millennial
Insights GeographicConvenience
+Local
Connection
MOBILE
LOCAL
SOCIAL
Brand Positioning
To make the city smaller
Why
Incentivized Discovery
How
We bringstores to you
What
...What if?
Website& Mobile App
Activation #1Trips
Advertising: the act or practice of
calling public attention to one's product, service,
or need
Re-ImagineAdvertising
MarketplaceLos Angeles Times
BRENTWOOD
SANTA MONICA
VENICE
BEVERLY HILLS
CENTURY CITY
CULVER CITY
Activation #2Clips
Start with a Survey
By Location or Category
Activation #3Pics
#SawTheTruck#TransformTheTruck
Streamlining Social
Bringing it all together
Clips
Exclusive Quantity
Time Sensitive
Local
Scheduled Maps
Convenient
Mobile
Streamlined
Shareable
Social
Gamified
Survey Customized
Merchant Submitted
Discovery
Intriguing
Hashtags
Community
User Generated
Trips Pics
Rotating
Recreational Shopping for Millennials
Effective Engagement for Advertisers
From ToDull
CumbersomeTime-Consuming
Generic
IntriguingStreamlinedConvenientCustom
Yearly KPI’s
1,285
# of Ads sold # of Hashtags used # of App downloads
5,0003,806
Questions?
Team Contact Info01In-Depth Research02Target Audience03
Purposeful Positioning04
KPI Breakdown05Budget Breakdown06Advertising Packages07Campaign Expansion08
In The Appendix:
SWOT Analysis
In-Depth Research1) Millennial ConsumerDecision Journey & Shopping Preferences (Omnicom Media Group)
2) Millennial Trust(Pew Research)
3) MillennialPopulation(Census Bureau)
4) Digital Consumers (Deloitte) 5) Shopping in-store vs. online (Continuum)
Target Audience: Consumer Portrait
Target Opportunities
Brand Positioning & Competitive White Space
We want to make the
city smaller
Why
Incentivized Discovery
How
We bringstores to you
What
LATM has a white space in recreational
Recreational shopping requires loyalty
Loyalty requires a relationship
A relationship requires trust
Trust requires a good history
Ex: Local shopping is recreational now
Ex: Recreational is a want, not a need
Ex: You don’t marry someone you just met
Ex: Biologically we’re wired to need it
Ex: Multiple past positive experiences
True
Relevant
Millennial have bad experience
Millennial have no experience
Millennial have good experience
No action, not our problem
Incentivise, offer a good experience
They choose to shop recreationally
Resonant
Awareness
Consideration
Desire
Differentiating
Purchase
StrategicEcosystem
Brand StrategyWe address the most urgent problem of the Times: its source of revenue. Our brand is resonant with millennials and their shopping preferences.
We integrated social campaigns that practically run themselves.Our positioning is differentiating in the market landscape.
Our solution is geographically relevant to LA.We latched onto trends, such as food trucks. We backed all of our proposals in research.
We created something time-sensitive. & more.
1st Year Budget Breakdown
Truck
Gasoline
Driver
=$1,702/ Week to Rentto break even
$65,000 Truck+
$20,000 Driver+
$3,500 Gas=$88,500/52 weeks
Yearly KPI’s
1,285
# of Ads sold # of Hashtags used # of App downloads
5,0003,806
# of companies on truck year round = 52# mobile ads 20/week =1,040# online ads 20/month =240
#transformthetruck (avg 3 post/wk) =156#sawthetruck (avg 10 posts/day) =3650
Est. between 75-100 downloads/wk
Advertiser PackagesPlan
ADon’t have the money, talent, or time? We’ll deck out the truck for you! You buy it, we’ll do it. Choose from our
library of skins! We will also feature you on our ‘clips’ for the whole week!
Includes up to 30 miles & 4 hours/ day.Cost: $50,000
TransformedTruck & Clips:
Plan
BYou have control over how you want to
transform your truck! Completely customizable! Includes up to 30 miles
& 4 hours/ day.Cost: $45,000
TransformedTruck:
Plan
CFret not! We have a budget-‐friendly way to get your product seen! Submit your advertisement or coupon to us
and we will feature it on our site & app.Cost: $100/submission/day
$500/week
ClipsOnly:
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Hybrid TrucksIf you’d like to be a ‘conscious’ company, hybrid trucks could be the way to go. We also threw around the idea of giving away scholarships as a ‘conscious’ way to give back to the community.
Loyalty CardsThere is no universal system that exists yet that provides rewards to loyal patrons of local businesses.
City ExpansionWe chose our six cities based on where millennials may want to shop, but LA is full of many other areas to explore should this company expand.
Unzips & TipsTwo other platform features could be ‘Unzips’, which are randomized discounts that pop-‐up on your interface that you can ‘unzip’, or ‘Tips’, which is an influencer or user-‐generated based community social network to share tips about local businesses.
EventsYou could collaborate with local events, like the 626 Night Market or Abbot Kinney’s First Fridays.
O
Campaign Expansion Ideas
