http://online.wsj.com/news/articles/SB10001424052702303644004577525383396956086

Office Suite Market 12 Billion

Google targets 90%

Brand Analysis

Collaborative

Web

OfficeSuite Pro

Polaris Office

Installed

Single-user

50% | 50%

Collaborative Platform Market Share

http://www.neesaan.com/category/cloud/google/

Strength:● Flexibility● Integration● Collaborative

Function

Opportunity:● Marketing Activities

Weakness:● Brand Visibility

Threat:● Functionality

Google Docs SWOT

Brand Values

Freedom

Accessibility

freedom

Financial freedom

Collaborative freedom

Brand Touchpoints & Experience

Collaboration

http://googledocs.blogspot.com/2011/10/fresh-start-for-google-presentations.html

It’s the moment when you login the platform and see your teammates working on the different parts of the same document that touched you. Google Docs provides a unique and delightful collaboration experience without the restraint of location and device.

Campaign Overview

Purpose:Increase the share of college students market

Goals:Arouse the awareness of Google Docs collaborative feature

Audience:College studentsSchool faculty

Message:Google doesn’t only help you search information, but also help you collaborate.

Google docs exists to provide unrestricted access to

online collaboration tools for improved productivity

and accessibility. In so doing, it delivers freedom and

accessibility to its customers, college students. Towards

that end Google Docs offers a free online web-based

platform that is functional regardless of device, platform

or user ability.

Brand Campaign Positioning

http://readwrite.com/files/College_Library.jpg

Personas

Carey is a fresh man of UC Berkeley. She felt the lectures in college have much more content than high school. Two of her classmates purposed to share notes. However, they all thought it’s very inconvenient to share hand-writing notes. Only one person can review it at one same and others need extra time to copy. Therefore, they all decided to use software tool to share their notes. However, her two pals use macbook and Carey has a window notebook. Her two friends feel it’s too redundant to purchase Microsoft Office since two of them can use Pages. Carey can’t afford to buy a new macbook, but there isn’t Pages for windows. While she was struggling with this problem, she went to the media center of school to see if she can borrow or rent macbook. The faculty informed her Google-Doc can solve her problem. After using two weeks, Carey and her friends all felt that Google-Doc is very convenient for them. They can edit the notes in the same time, thus they won’t be afraid of missing content nor the correctness since they got each other covered

Meet Carey

Awareness Campaign

Logos recommendation

http://blog.kaplak.net/files/2010/08/BIG_google_wave_logo.jpg

On campus pop-up education center

Workshop

Creative Competition

Previous Customer Journey

Exp

erie

nce

Time

First day of college

Heavy loading course

Look for collaboration

Frustration of office suite

Bad Collaboration Experience

Change Customer Journey

Exp

erie

nce

Time

First day of college

Heavy loading course

Look for collaboration

Frustration of office suite

See Google Docs campaign

Easy collaboratio

n