Meetup.com Advertising Campaign (Spring 2010)
-
Upload
grace-cheung -
Category
Career
-
view
103 -
download
0
description
Transcript of Meetup.com Advertising Campaign (Spring 2010)
![Page 1: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/1.jpg)
![Page 2: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/2.jpg)
Agenda• Introduction• Market Analysis• Media (Objectives, Strategies, Tactics)
– Budget– Media Mix
• Creative (Objectives, Strategies, Tactics)– Positioning– Integration
• Campaign Analysis Plan
![Page 3: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/3.jpg)
What is Meetup?
• The world’s largest network of local groups
• Mission: to build genuine community & help people self organize to find solutions to all types of problems
• Slogan: “Real Groups Make a Real Difference.”
![Page 4: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/4.jpg)
Meetup Helps People…
• Find others in their area who share their interests
• Learn, teach, and share things
• Make friends and have fun
• Rise up, stand up, unite, and make a difference
• Be a part of something bigger—both locally and globally
![Page 5: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/5.jpg)
![Page 6: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/6.jpg)
![Page 7: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/7.jpg)
Situation Analysis
• Founded in 2009• Statistics:
Monthly Visitors Members
Monthly RSVPs/Meet
upsLocal
GroupsMeetup Topics Cities
6 million 6.1 million2.2
million/180,000
68,000 28,000 45,000
![Page 8: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/8.jpg)
SWOT Analysis
![Page 9: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/9.jpg)
Direct Competitors
“…to make new friends through a local social network without the pretense of establishing business connections.”
![Page 10: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/10.jpg)
Direct Competitors
“Bringing People Together at Meetings & Events”
![Page 11: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/11.jpg)
Indirect Competitors
• Other social/professional networking websites– Facebook, MySpace– LinkedIn
• Dating websites– OkCupid– eHarmony– Match.com
• Location-based social networking– Foursquare
![Page 12: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/12.jpg)
Market
• Demographics: Gen Y (80 million in U.S.)• Psychographics (traits):
– Confident– Well-educated– Self-sufficient– Tolerant– Team builders– Socially/politically conscious
• Work to make a difference• Communicate via Internet/Mobile phones
![Page 13: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/13.jpg)
Market
• VALs: Innovators– Successful, sophisticated, take-charge people with high
self esteem– Change leaders and most receptive to new ideas and
technologies– Very active consumers and purchases reflect cultivated
tastes for upscale, niche products and services– Are among the established and emerging leaders in
business and government and continue to seek challenge
![Page 14: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/14.jpg)
![Page 15: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/15.jpg)
Geography (Large Metro Areas)
• Los Angeles-Long Beach, Ca
• New York, NY• SF Bay Area, Ca• Chicago, IL • Philadelphia, PA• Washington DC-MD-
VA-WV• Houston, TX• Atlanta, GA
• Dallas, TX• Boston, MA-NH• Miami, FL
![Page 16: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/16.jpg)
Media Objectives
• Increase awareness of Meetup
• Increase # of users
– by ½ million over the next year
• Achieve 25 million impressions
– Assuming response rate of 2%
• Budget: $1 million
![Page 17: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/17.jpg)
Media Budget
Print Advertising 83%
Internet Advertising 17%
Budget
Print AdvertisingInternet Advertising
![Page 18: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/18.jpg)
Media Budget: Print
Magazine Circulation 4C/Half Page (Cost)
Placements (per year)
Issues Total Cost
Newsweek 1,500,000 $115,500 3 1, 5, 9 $346,000
Fast Company 723,230 $47,690 4 2, 4, 8, 12 $190,760
Entrepreneur 606, 770 $47,560 6 1, 3, 5, 7, 10, 11, 12
$285,360
$822,120
Total Impressions: 11,033,540
![Page 19: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/19.jpg)
Media Budget: InternetWebsite Budget (per
month)CPM/CPC Frequency Estimated
ImpressionsTotal Cost
Google $2,000 $5 CPM All year 4,800,000 $24,000
Google Content Network
$2,000 $5 CPM All year 4,800,000 $24,000
NYTimes $2,000 $8 All year 3,000,000 $24,000
Newsweek $1,500 $10 CPM All year 1,800,000 $18,000
Fast Company $1,000 $10 CPM All year 1,200,000 $12,000
Entrepreneur $1,000 $10 CPM All year 1,200,000 $12,000
Facebook $2,000 $5 CPM All year 4,800,000 $24,000
Brazen Careerist $1,000 $10 CPM All year 1,200,000 $12,000
Mashable $1,000 $10 CPM All year 1,200,000 $12,000
Cool People Care $500 $10 CPM All year 600,000 $6,000
24,600,000 Impressions
$168,000
![Page 20: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/20.jpg)
Media Flowchart
Total Impressions: Approximately 36 million
![Page 21: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/21.jpg)
Media Mix
• Strategy: Target young professionals, mostly in major metropolitan areas, using print and Internet
• Tactics – mix of traditional & non-traditional mediums – Print (Newsweek, Inc., Entrepreneur)– Internet (CPM, CPC, Google & Content Networks)
• Media Calendar– Advertising runs from January 1, 2011 - December 31,
2011
![Page 22: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/22.jpg)
Creative Objectives
Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life.
![Page 23: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/23.jpg)
Creative Strategy
Strategy: Use competitive advertising to differentiate Meetup.com from competitors. Emphasize the following benefits: social, professional growth, personal growth, potential to change the world.
Tagline: “It’s time to mix business and pleasure. For some real face time, Meetup.com”
![Page 24: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/24.jpg)
Creative Presentation: Print Ad
![Page 25: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/25.jpg)
Internet Text Ads
“It’s time to mix business and pleasure on Meetup.com”
“Meetup.com Where work meets fun. ”
“Network. Socialize. Change the world.On Meetup.com”
![Page 26: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/26.jpg)
Internet Banner Ad: Sample
![Page 27: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/27.jpg)
Campaign Analysis Plan
• Measure # of new user at end of campaign• Pre and Post-campaign survey targeting a
sample of the market (to gauge awareness)• Track click-through-rate and conversions from
Internet banner and text ads
![Page 28: Meetup.com Advertising Campaign (Spring 2010)](https://reader033.fdocuments.us/reader033/viewer/2022051819/54c651f04a7959b6188b4585/html5/thumbnails/28.jpg)
Questions?