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SANDWICH VIDEO2017-2018 MARKETING CAMPAIGN
CAMPAIGN OVERVIEW
SITUATIONAL ANALYSIS
▸ Strengths
▸ Innovates, increases success of startups, creates solutions
▸ Weaknesses
▸ Low brand awareness
▸ Opportunities
▸ Continued trend towards digital solutions that Sandwich offers
▸ Threats
▸ Many alternatives on the market, could be too “niche”
TARGET AUDIENCE
TARGET CHARACTERISTICS
▸ Entrepreneurs open to creative solutions that Sandwich offers
▸ Men and women 25-40 years of age
▸ Social media and tech savvy
▸ YouTube and Twitter
▸ Owns or works in a startup
TARGET AUDIENCE
THE IDEAL CUSTOMER
▸ 34-year-old CEO of wearables startup in San Fransisco, CA
▸ Active on social media
▸ Interested in educating his target audience with a creative solution about his product
▸ Entrepreneurial mindset
CAMPAIGN OVERVIEW
GOALS
▸ Create brand awareness among target market
▸ Drive traffic to website
▸ Increase sales
CAMPAIGN OVERVIEW
OBJECTIVES
▸ Create brand awareness among 70% of target audience through paid and earned media such as outdoor advertising, event planning and community engagement at the end of current fiscal year
▸ Drive traffic to website by 40% and increase time spent on website by 25% through SEO and SEM initiatives at the end of current fiscal year
▸ Increase sales by 25% at the end of current fiscal year through email marketing and total marketing efforts
CREATE AWARENESS
CREATE AWARENESS
OUTDOOR ADVERTISING
▸ Billboards in locations with high density of startups
▸ Highways with high traffic during morning commute
▸ Silicon Beach in Los Angeles
CREATE AWARENESS
EVENT PLANNING & EXPERIENTIAL MARKETING
▸ Attend startup conference with LA’s most up-and-coming entrepreneurs
▸ Host “Choose Your Own Adventure” game using Sandwich’s videos on TVs
▸ Work with brand ambassadors and offer Sandwich-branded freebies with social media handles and web address
BUILD AWARENESS
INFLUENCER MARKETING
▸ Connect with MarieTV, a female YouTuber who educates and motivates aspiring entrepreneurs
▸ Initiate referral program through Marie that reduces initial fees of a consultation with Sandwich
▸ 350,000 subscribers
▸ 183,000 Twitter followers
BUILD AWARENESS
PAID ONLINE MEDIA
▸ Pre-roll ads targeted towards key demographic on YouTube
▸ Engage with consumers who follow YouTube channels like MarieTV through with promoted posts and banner ads
DRIVE TRAFFIC TO WEBSITE
DRIVE TRAFFIC TO WEBSITE
SEARCH ENGINE OPTIMIZATION
▸ Content marketing
▸ Regularly update blog with relevant “behind-the-scenes” content and innovations in the industry
▸ Upload videos from client work
▸ Research keywords and seasonal trends
▸ Optimize the website with tags, concise URLs and a seamless user experience
INCREASE SALES
EMAIL MARKETING CAMPAIGN
▸ Utilize MailChimp to create monthly newsletter to connect with target audience
▸ Drive traffic to website with links to blog posts and client videos
▸ Offer tips and motivation for emerging entrepreneurs, guest Q&A’s with successful entrepreneurs and news about trending startups in the US
DRIVE TRAFFIC TO WEBSITE
PAID SEARCH
▸ More targeted approach to reach specific audience
▸ Display a special offer for a limited time to customers who schedule a consultation with Sandwich
DRIVE TRAFFIC TO WEBSITE
LOCAL LISTINGS
▸ Manage Sandwich on Google local listings to ensure that it appears on top of the large variety of alternatives
INCREASE SALES
WHOLE CAMPAIGN WILL INCREASE SALES BY 25%
INCREASE SALES
TOTAL BUDGET
▸ Billboard advertising, influencer marketing, event planning, online advertising, paid search and email marketing campaign are top drivers of the budget
▸ Total budget: $70,000