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Loud-hailer 2016 marketing plan


we are a full creative marketing agency based in miami, FL we create great ideas and bring them to life.


About us

Loud-hailer marketing plan THIRD F L OOR IDEAS

No one likes the person at the front desk asking you questions. No one likes stopping on the second floor. But everyone likes the third floor. We don’t have questions for you. We have answers. And we won’t stop you—we’ll just take you to the top. Third Floor Ideas: You’ve got somewhere to be, we’ve got somewhere to take you.

We are

third floor ideas.

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The team

L Loouudd- -hhaai li leerr mmaarrkkeet ti n i ngg ppl laann T THIRD h i r d f Fl LoOOR or id IDEAS eas

Anuar Saab Account Planner

Caridad Fernandez Media Planner

Juliana Gutierrez Research Director

Carlos Salazar Art Director

Melissa Cortina Public Relations Director

Krono Lescano AD Copy Director

Daniella Cuesta Sales Promotion

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“There are three responses to a piece of design: yes, no and WOW! Wow is the one to aim for.� - Milton Glasser


content

01

About the Agency

02

Executive Summary

03

Situation Analysis

04

Research

05

Findings/Implications

06

Objectives

07

Target Audiences

08

Strategies

PG. 03-05

PG. 09

PG. 10

PG. 11-25

PG. 25

PG. 27

PG. 28

PG. 29-37

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Tactics

10

Creative Execution

11

Media Plan/ Schedule

12

Budget

13

Recommendations

14

Evaluation

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Appendix

PG. 34-35

PG. 39-47

PG. 48-49

PG. 48

PG. 50

PG. 51

PG 53-61

Loud-hailer marketing plan THIRD F L OOR IDEAS

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Executive Summary

L Loouudd- -hhaai li leerr mmaarrkkeet ti n i ngg ppl laann T THIRD h i r d f Fl LoOOR or id IDEAS eas

This report was commissioned to determine what is the best way to promote and increase awareness of the Loud-Hailer application. Through our research we have determined that our primary target market are college students between the ages of 18-27. We chose college students so that we have an established area to reach the students, and as our research shows people download applications through word of mouth. As we target college students, they will spread the word to friends, family and colleagues about Loud-Hailer. The initial plan is to target college students in South Florida schools with plans to expand to other big markets like Seattle, New York and Austin. Our primary goal is to increase awareness of the application and Bluetooth. From our research we found that our target market believes that Bluetooth drains battery and is only useful for listening to music or talking on the phone while driving. To increase awareness we have multiple promotional activities planned out. Some include: YouTube video ads, setting up charging stations at malls, and stations that have hotspots available at events like Ultra Music Festival and 99.9 Kiss Country Chili Cook-off.

loud-hailer

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Situation Analysis

According to our research, Loud-Hailer is relatively new to our target market. Less than 10% of our surveyed participants knew what a mesh network was and that Bluetooth could be used as a way of communicating. Loud-Hailer has potential to be a new trendsetter amongst our target group, but in order to do this a great campaign is required. We have to inform our target of how the application works, explain that Bluetooth can be used as a way of communication, and dismiss the idea that it “kills your battery.�

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Research

Our research began through learning more about how Loud-Hailer uses Bluetooth to work as a messaging application. We learned that “This means each node of the network can accept and forward data to a neighboring node, allowing a network to scale more easily by just adding new nodes. This is more cost effective and easier to implement than having to use additional gateway devices or access points which often also need more extensive planning to avoid clashing frequencies.” (”Bluetooth Brings Its Mesh Networking to the Internet of Things,” 2015)

LOUD-HAILER MARKETING PLAN THIRD FLOOR IDEAS

Following that research, we needed to know how Bluetooth communication could grow. “Bluetooth, as a radio is probably the fastest evolving radio standard.” For a mesh system, he said anything like an outlet or lamp can be used as a “repeater.” We need to focus on this unique and undeveloped system to reach and educate the targeted audience. We followed up by learning about current competitors on the market and their strengths, weaknesses and where Loud-Hailer can fit in the market.

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Direct Competitors All of these applications are direct competitors to Loud-Hailer. These applications let their users chat through Bluetooth over short distances.

Indirect Competitors Air Chat

Bluetooth Chat

12

Jott

FireChat

Loud-hailer marketing plan Third floor ideas

The applications mentioned below are indirect competitors to Loud-Hailer. These applications let users have individual or group messages through data, Wi-Fi and cell providers.

WhatsApp

Viber

FB Messenger

GroupMe

Google Hangouts

Yik Yak


Loud-hailer marketing plan Third floor ideas

S.W.O.T Analysis

• Application does not have enough reviews • Having to sign-in + make a pin in the app. • Second version of app with all the functions is still in beta. • 2GO is not an update but rather another application to download

• Being able to connect when you have • • • •

no data/service It’s a different kind of messaging/ social app Broadcasting a message to people not in your contacts Can be used as a group chat It has various uses (could be used for promotions, advertising and for regular messaging)

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• Make a “rate us/review us” message in-app • There is opportunity for growth and further development • The name isn’t catchy enough • Bluetooth has certain misconceptions about it • Limited range • Competition is already developed and working - Firechat - Jott

• • • •

since it is a new app Opportunity for more branding Can make Bluetooth messaging mainstream Can be used to broadcast messages in universities Can become popular within schools and students


RESEARCH OBJECTIVES

To determine whether students would use a Bluetooth messaging application.

To find out how many students are aware of a Bluetooth messaging application.

To analyze how much students know about Bluetooth.

To identify where application can fit in with student’s everyday lives.

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Loud-hailer marketing plan Third floor ideas


FOCUS GROUP

This study presented the findings of a focus group that was conducted at Florida International University, and presented the opinions and attitudes of seven college students. We’re interested in researching how college students feel about Bluetooth and why they believe it’s useful on their phone. We set out to develop a focus group questionnaire that would give us insight on how much college students know about Bluetooth, the common misconceptions about Bluetooth and the direction we can take to introduce the Loud-Hailer application to college students.

This study employed qualitative analysis of students enrolled in college or university. The focus group answers provided data for analysis of the students' Bluetooth knowledge and students’ attitudes and opinions about Bluetooth and messaging in general. Qualitative methods allow for discerning perceptions with richer description as opposed to statistically analyzed surveys. After further analyzing the focus group answers, we will use these answers and opinions to develop a survey to distribute to a larger number of college students.

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Loud-hailer marketing plan Third floor ideas

Do you use bluetooth often?

FOCUS GROUP

4 7

How do you communicate with a large group of people?

OUT OF

How do you feel when you don’t have service on your phone?

WHATSAPP

USE BLUETOOTH GROUPME

HATE IT FACEBOOK

FEEL DISCONNECTED FROM THE WORLD

LARGE EVENTS

I WILL TRY ANYTHING POSSIBLE TO FIND SERVICE

CONCERTS

How often and how do you use your phone at events?

THROUGHOUT THE EVENT

What kind of events do you go to?

SNAPCHAT

SOCIAL EVENTS TEXT

CALL

TAILGATES

BAR CRAWLS


Loud-hailer marketing plan Third floor ideas

FOCUS GROUP What do you know about bluetooth?

Do you believe bluetooth drains your battery faster than wifi?

BLUETOOTH DRAINS BATTERY CONNECTS MUSIC AND PHONE TO CAR

THEY ALL THINK BLUETOOTH DRAINS BATTERY FASTER

How often do you go over your monthly data?

OFTEN SOMETIMES 5x A MONTH

Have you heard of firechat?

0

NONE OF THE STUDENTS HAVE HEARD OF FIRECHAT

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SURVEYS The survey, consisted of 200 completed questionnaires based on information gathered from the focus group. These questions consisted of a variation of where college students go out, why they use Bluetooth and their opinion about the use of Bluetooth. We’re interested in researching the current use of how college students use Bluetooth and where Loud-Hailer can enter the current market. We set out to develop a study that would ascertain the effectiveness of Loud-Hailer’s current services, the strengths, weaknesses and misconceptions of Bluetooth and finally, finding out the best way for Loud-Hailer to be used by college students. After conducting a small focus group, we were able to identify common recurring themes and we developed a survey based on common misconceptions of Bluetooth as well as issues that college students have with Bluetooth. This led us to create a survey to further analyze where Bluetooth messaging can fit in the college student’s lifestyle in social settings.

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Loud-hailer marketing plan Third floor ideas


Loud-hailer marketing plan Third floor ideas

For our study, we targeted undergraduate students, between 18-30 years of age, enrolled in Florida colleges and universities. The sample that we chose was based on non-probability sampling and convenience sampling as we sent out e-mails with the survey link to our friends, co-workers and classmates. The goal was to obtain 200 completed questionnaires out of the number of students enrolled in South Florida colleges and universities. We implored quantitative data analysis to profile what proportion of the students have certain attitudes towards when they lose signal and when they use Bluetooth. Quantitative research analysis usually involves surveying a large group of people, we surveyed 200 and having a structured questionnaire that involved close-ended, forced-choice as well as open-ended. The data serves as a more structured analysis and to analyze further, we cross-tabbed our results to find similarities between answers.

SAMPLE SIZE

FIU 55,000

UM 16,188

MDC 161,632

TOTAL: 232,820

The 200 students surveyed served as a representation of the total sample size across the biggest South Florida Universities.

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SURVEYS

22.1%

AGE 18-22

28-30 Other

4%

70.5%

23-27

Black or African American

White

27%

71.4%

Hispanic or Latino

1.5%

ETHNICITY OR RACE

1.5% 1%

Other

0%

1%

Native American or American Indian

54.5%

Florida International University

22.5%

14.5%

University of Miami

Asian or Pacific Islander

GENDER

OTHER

5.5%

0%

University of Central Florida

3%

University of Florida

Florida State University

33.5% 66.5%

SCHOOL Findings: Most respondents are between the ages of 18-22 (70.5%), attend Florida International University (54.5%) and are Hispanic or Latino (71.4%).

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WHAT EVENTS DO YOU ATTEND? 54.3% 45.2%

Music Festivals Art Festivals Concerts Sporting Events Bars

65.8%

Clubs

22.6%

LOSS OF SERVICE AT CROWDED EVENTS

Other

41% NO

51.7%

YES

80.4%

WHO IS TO BLAME FOR LOSS OF SERVICE? ANXIOUS WHEN PHONE LOSES CELL SERVICE 62%

59%

79.4%

Findings: We wanted to know where we can target college students outside of campus, preferably in large events. Overall, we found that we can find a large amount of both males and females at bars (160), concerts (158), sporting events (131), music festivals (108) and clubs (103).

YES

39% NO

Other

0% 38%

Location

35%

Cell Provider

27% Congestion


Findings: From the time they spend at bars, clubs, music festivals, sporting events, and concerts we wanted to know if they usually lose service in these areas. The responses show that 59% lose service at large-crowd events and 62% of respondents get anxious if they don’t have service. It is a mix between what they blame: 38% blame location and 35% blame their cell phone provider. While 52% try to search for signal in order to get in contact with someone, 43% try to connect to Wi-Fi.

WHAT MAKES YOU DOWNLOAD AN APP?

WHAT DO YOU USE WHEN THERE IS NO SERVICE? 0%

5%

Payphone Other

52%

Search for signal

43% Wi-Fi

DO YOU BELIEVE YOU PAY YOUR PROVIDER TOO MUCH FOR DATA? Agree 24% Neutral 62%

59%

Disagree 14%

17%

15%

8% Word of Mouth

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Online

1% App Store Search

App Advertising

Loud-hailer marketing plan Third floor ideas

Other


Loud-hailer marketing plan Third floor ideas

DOES BLUETOOTH SERVE A PURPOSE ON YOUR PHONE?

DO YOU NORMALLY HAVE YOUR BLUETOOTH ON?

6% 17% 77%

Disagree

67%

Neutral

33%

No

Yes

Agree

41%

iMessage

36%

WhatsApp

14%

3%

6%

GroupMe

FB Messenger

Other

0%

Viber

PREFERRED WAY OF CHATTING WITH LARGE GROUPS OF PEOPLE

Findings: Other than text message, 41% of respondents use iMessage and 36% use WhatsApp to communicate. Using applications uses up cell phone data and 62% believe they pay too much for data. We also found that 59% of respondents download new applications through word of mouth.

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DO YOU BELIEVE HAVING YOUR BLUETOOTH ON DRAINS BATTERY?

13%

Neutral

17%

Disagree

DOES BLUETOOTH SERVE A PURPOSE ON YOUR PHONE?

6% 17% 77%

Disagree Neutral

70%

Agree

Agree

Findings: The respondents on average of 5.05 know more or less about Bluetooth. 68% responded that they normally don’t have their Bluetooth on and 70% believe it drains their phone battery but 77% responded that Bluetooth serves a purpose on their phones. 50% use their Bluetooth to connect in the car and its split between 38% agreeing that safety is a concern when using Bluetooth while 36% disagree.

WHAT DO YOU USE FOR BLUETOOTH? IS SAFETY A CONCERN WHEN USING BLUETOOTH OR PUBLIC WI-FI?

13%

Sharing with others

Connecting with devices

36%

Disagree

26%

Neutral

38%

Agree

Connecting in the car

50% Messaging

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34%

3%

0% Other


IMPLEMENTATION OF FINDINGS With what we have learned through conducting a focus group and survey, we will use this information to lead our campaign. Part of our campaign will be focused on debunking the myths that students have regarding Bluetooth. Another part of our campaign will be to promote Loud-Hailer at large-crowd events that students attend and encourage the use of the application in order to have constant communication with their friends.

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CAMPAIGN OBJECTIVE

LOUD-HAILER MARKETING PLAN THIRD FLOOR IDEAS

At the end of our marketing campaign, 30% of the targeted audience will download Loud-Hailer and 10% will use the app.

30% WILL DOWNLOAD

10% WILL USE

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TARGET AUDIENCE

LOUD-HAILER MARKETING PLAN THIRD FLOOR IDEAS

We’ve narrowed down our target market to be between the ages of 18-27. Instead of targeting all colleges and universities, we will start with the most popular South Florida schools. This includes University of Miami, Florida International University and Miami-Dade College. We want to reach college students who normally lose cell service at school or in large-crowd events and college students that are interested in budgeting their cell phone data bill.

YOUNG ADULTS

18-27

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STRATEGIES & TACTICS To reach our target audience, we will have promotional booths at the following events throughout the year: 99.9 KISS Country Chili-Cook Off - Jan 31 This event brings together 22,500 country music fans from all of South Florida to C.B Smith Park in Pembroke Pines to share chili recipes, enjoy delicious food and great live performances. Ultra Music Festival - March 18-20 About 330,000 party people from around the world attend annual Ultra Music Festival, a three-day electronic dance music party held across eight stages at Downtown's sprawling Bayfront Park.

LOUD-HAILER MARKETING PLAN THIRD FLOOR IDEAS

Winter Music Conference - March 21-24 Winter Music Conference is the premiere platform for electronic dance music. More than 70 countries send delegates to represent their music industries and more than 100,000 attendees flock to Miami for workshops, events, concerts and parties, parties and more parties. Miami Beach Gay Pride - April TBD Miami Beach Gay Pride Festival brings people together for a colorful celebration and parade. This festival hosts an average of 80,000 attendees with their rainbow flags and costumes, as well as carnival style dancers, well-known artists and over 125 vendors. Miami Fashion Week - May 15-18 Over 10,000 people from 60 countries attend Miami Fashion Week, they range from designers and manufactures to highend buyers and consultants. This event is designed to help up-and-coming designers network with the industries top players of resort and beach wear.

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Promotional Events Florida SuperCon - July 1-4 At this event about 43,000 comic book culture fans come together to share the best in comic books, video games, fantasy, Sci-fi and much more. Attendees could enjoy the presence of celebrity guests, comic book creators, industry guests, cosplayers and vendors. UM & FIU Football Tailgate Parties - Sept-Nov Gathering before football games that usually consist of current students and alumni. Fans show their support and team spirit, as well as comradely for one another by enjoying music, food and games together.

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Loud-hailer marketing plan Third floor ideas

Art Basel - Dec 3-6 Art Basel is the biggest art show in the United States, a cultural and social highlight for the Americas. It combines an international selection of top galleries with an exciting program of special exhibitions, parties and other events featuring music, film, architecture and design. Art Basel hosts an average of 75,000 people and showcasing over 250 galleries from 31 countries. III Points- December 3-4 III Points is a three-day experienced based concert pairing vanguard talent, nontraditional venues and artist installations. III Points Music, Art & Technology Festival hosts 14,000 people and sheds light on Miami’s talented local acts, vendors, artists and art collectives.


Loud-hailer marketing plan Third floor ideas

PROMOTIONS Loud-Hailer tents with Hotspots: At all of these events there will be a Loud-Hailer tent with a Wi-Fi hotspot. The tents will have the Loud-Hailer logo and four Loud-Hailer ambassadors. During these large-crowd events phone signal is always affected and no Wi-Fi is available. The attendees are invited to the Loud-Hailer tent and welcome to use the Wi-fi hotspot as long as they download Loud-Hailer and create an account. Promotional materials would be given to those who engage on the app.

Ugh! I don’t have service. If only there was a way to use bluetooth to communicate.

loud-hailer

Note: All promotional materials will be green and include the Loud-Hailer logo with the #GetLoud

Come download Loud-Hailer! Don’t get lost!

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PROMOTIONS Loud-Hailer Portable Phone Chargers: Loud-Hailer Portable chargers are easy to carry to any of these events and will be useful for this crowd wherever they go. These chargers will be given out fully charged and ready to use, so that they can continue to take selfies all day long.

r

ile -ha

d

lou

#Ge

tLou

d

loud-hailer

#GetLoud

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Loud-hailer marketing plan Third floor ideas

Loud-Hailer USBs: USBs will feature material from each specific event. For example, Ultra Music Festival’s USB will include the top ten tracks from the festival.


Loud-hailer marketing plan Third floor ideas

PROMOTIONS Loud-Hailer Koozies: The koozies will have funny sayings that will encourage people to take pictures and post them on their social media platforms. Example of funny sayings for koozies: • • • •

Drinks well with others Sip happens 24 hours in a day. 24 beers in a case. Coincidence? Beauty is in the eye of the beer holder

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STRATEGIES

Advertising Tactics: • Charging station at local malls • UM & FIU Radio

Sales Promotion: • Loud-Hailer tent at major events in Miami & local college events

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Loud-hailer marketing plan Third floor ideas


STRATEGIES Digital Marketing • YouTube channel + New commercial once a month • Facebook + 4-6 Posts a week + Paid ads to target demographic • Instagram + 4-6 Posts a week + Use trending and Loud-Hailer hashtags • Twitter + 4-6 Posts a week + Use trending and Loud-Hailer hashtags

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Loud-Hailer App Press Release Contact: Third Floor Ideas Agency Phone number: (305) 096-0069

PRESS RELEASE

INFO@ThirdFloorIdeas.COM

FOR IMMEDIATE RELEASE

Loud-Hailer App Launch New messaging app that runs on Bluetooth. Miami, FL: January, 2016. Loud-Hailer is the new way to chat with friends. With Loud-Hailer you don’t even need Internet connection or cellular phone coverage, all you need is Bluetooth. Loud-Hailer can be used in just about any location from cruise ships, to crowded concerts, to school campuses. With just a few people using Loud-Hailer you will be connected to other users, which then creates your own network. The more people using Loud-Hailer the bigger and faster your network becomes, allowing communication with others to be easier no matter what the circumstances are. With Loud-Hailer you don’t have to worry about losing Internet connection or having a poor reception, now you can still stay connected. Loud-Hailer is your solution to staying connected and interacting with others when you need it the most, and for free. LoudHailer will change the way people connect. You will never have to worry about entering a large event and losing connection to communicate through text, voice notes, pictures and videos.

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Loud-hailer marketing plan Third floor ideas

Download Loud-Hailer now on the iTunes App Store and be the start of something new.


Loud-Hailer Events Press Release CREATIVE EXECUTION

Loud-hailer marketing plan Third floor ideas

Contact: Third Floor Ideas Agency Phone number: (305) 096-0069 INFO@ThirdFloorIdeas.COM

Loud-Hailer Events Press Release FOR IMMEDIATE RELEASE

Loud-Hailer App Events Promotions New messaging app that runs on Bluetooth events promotions. Miami, FL: January, 2016. Loud-Hailer is the new way to chat with friends. With Loud-Hailer you don’t even need Internet connection or cellular phone coverage, all you need is Bluetooth. The Loud-Hailer app team will be setting up booths at several popular events through out the year to get exposure for Loud-Hailer, as well as demonstrate how Loud-Hailer can be used in just about any location from crowded concerts, sporting events and campuses. Some of the events you can find the Loud-Hailer booth are: 99.9 Kiss Country Chili-Cook off in January, Ultra Music Festival and Winter Music Conference in March, Miami Beach Gay Pride Parade in April, Miami Fashion Week in May, Florida Super Con in July, University of Miami and Florida International University Football Tailgates from September through November, Art Basel and III Points in December. At these events the Loud-Hailer team will be demonstrating and explaining how the Loud-Hailer app works and passing out giveaways. Our Loud-Hailer Tents will have a Hot Spot so that you can download the app at the event. Some of the giveaways are: 500 Portable Chargers, 500 USBs and 500 Koozies per event. If you are attending any of these events this year make sure to look for the Loud-Hailer tent, to learn about the app and receive a giveaway while supplies last.

PRESS RELEASE

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CREATIVE EXECUTION

THE BRIEF We have been handed the task of raising awareness and usage of the app Loud-Hailer. The target market is young adults 18-27 in the South Florida area. The brand's personality is fun, friendly and relatable. Most of our target does not know what our app is or how it works. The purpose of our campaign is to inform our target and get them interested in using our app. We will be using the slogan “Don’t Get Lost.”

LOUD-HAILER MARKETING PLAN THIRD FLOOR IDEAS

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SOCIAL POSTS Social Media such as Facebook, Instagram and Twitter will be used to gain target audience engagement and attention. Social posts will be humurous and relevant to mainstream culture.

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Loud-hailer marketing plan Third floor ideas


SOCIAL POSTS

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DON’T GET LOST.

SPONSORED POSTS A series of promotional images for Facebook and Instagram sponsored postings will include the slogan "Don't Get Lost." complimented by stylish photography of people using the Loud-Hailer application in different occasions.

DON’T GET LOST.

loud-hailer

DON’T GET LOST.

re are

Whe

you!? re.

th the

u bo

et yo

I’ll me

u en yo e wh , no ail m xt loud-h. Don’t te ow. arrive e at the sh servic re!

u the

See yo

loud-hailer

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Loud-hailer marketing plan Third floor ideas

loud-hailer


Informational VIDEO

Informational video about the app done in animation form. The video will explain how the Bluetooth technology works and how it gets stronger the more people join. It will also explain how to use the app for messaging in public or privately. A myth and fact section will conclude the video to address common misconceptions such as: Bluetooth draining the battery faster than data, Wi-Fi and more.

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Commercials and Viral Videos

When a Broncos fan shows up at the sports bar, they immediately try to kick him out. The Dolphins lose against the Broncos.

A group of friends are upset that the Dolphins lost.

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Loud-hailer marketing plan Third floor ideas

The Broncos fan had no cell service and thought his friends had said to meet at Chili's. If he had Loud-Hailer, the embarrasment would've been avoided.


Commercials and Viral Videos

There is no cell service.

Jenna and Christine are waiting for their friends at the beach

Charles and Alex get asked by a stranger if they want to "play."

Charles is trying to get in contact with Jenna and Christine.

They ended up at a nudist beach by accident. If they had Loud-Hailer, they wouldn't have been lost.


RADIO SPOT Date: 01/10/15 Client: Loud-Hailer® Job: :30 Radio Title: “Bieber Mix-up” SFX:

(HIP-HOP MUSIC AT CONCERT)

JAY:

HEY YO, WHERE THESE PEOPLE AT, SON? I’VE BEEN BLOWING UP THEIR PHONE AND NO ANSWER.

SFX:

(POP MUSIC AT CONCERT)

MARCUS: THIS AIN’T THE MUSIC I CAME TO LISTEN TO, B. WHERE’S JAY AT? MAN, I’M PISSED. CHRIS: I’M TRYING TO CALL THEM, BUT I AIN’T GETTING NO SIGNAL AND THERE’S NO WIFI. MAN, WHAT THE–– SFX:

(CROWD SINGING POP MUSIC IN UNISON)

MARCUS:

ARE THESE PEOPLE FOR REAL?

ANNCR:

DON’T GET LOST. GET LOUD-HAILER. AVAILABLE ON IOS & ANDROID.

Loud-hailer marketing plan Third floor ideas

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Media plan and schedule

loud-hailer Marketing Plan Third Floor ideas

BUDGET:

$146,000 JAN

Advertising Budget: Social Media Instagram

$0

Instagram Ads

$9,600

Facebook

$0

Facebook Ads

$9,600

Twitter

$0

Google+

$0

YouTube Ads

$24,000

Charging Stations at local

$15,000

malls: Aventura, Dadeland, Dolphin, Lincoln Radio UM Radio WQAM $350 FIU Radio WRGP

$350

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

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JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

Promotions Budget: Events

$10,000

Combined cost of custom tent banners, employees, water and food for employees 99.9 Kiss Country Chilli-Cook off Ultra Music Festival Winter Music Conference Miami Beach Gay Pride Parade Miami Fashion Week Florida SuperCon UM Football Tailgates FIU Football Tailgates III Points Art Basel Hot Spot for Tents Portable Chargers (500/event)

$1,500 $34,000

USB (500/event)

$22,000

USB Content

$1,800

Koozies (500/event)

$4,275

TOTAL

$132,475

TOTAL SPENDING:

$132,475

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RECOMMENDATIONS

LOUD-HAILER MARKETING PLAN THIRD FLOOR IDEAS

After reviewing the results of our research we have found a few areas of opportunity with Loud-Hailer that we suggest should be revisited. 1. The Color

Our entire focus group associated the color red with words like: stop, caution, error, not working, and danger. They wanted something calmer; they suggested blue to go along with Bluetooth. Green would also be a good color because they said it showed “growth” and “go”. There is also two different logo colors. There’s the green one on the website, and the red one on the app. We suggest using one color so that the brand can be more recognizable amongst our market.

2. Two Apps

Our focus group did not understand why there are two apps instead of one. After we explained it, they thought it would be too much of a hassle to download two apps. We suggest putting it all in one app so that it is easier for our target to download and use the app.

3. Website

The domain name is the first thing on this section. If possible it should be the same as the name on the app. Next we suggest cleaning up the site a little and having a video on there that teaches our target how the application works and how to use it.

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EVALUATION In order to prove the effectiveness of the marketing objective, various measurements were completed. A pre-campaign and a post campaign analysis was made. The behavior of our target audience in the web was learned, making it easier for our team to create applicable digital campaigns in social media. Throughout the whole campaign sale measurements were constantly made. Downloads of the app increased per month since the campaign initiated. The actual use of Loud-Hailer was also measured. The app showed to be used in certain months more than others. The months of more use were when there were large-crowd events in Miami which demonstrates that Loud-Hailer is mostly used at these type of environments where phone signal is limited. The total objective of the campaign was to have 30% of the targeted audience download Loud-Hailer and 10% of that use the app. It was achieved and proved to be successful after these evaluations.

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Loud-hailer marketing plan Third floor ideas


APPENDIX A

FULL SURVEY

LOUD-HAILER MARKETING PLAN THIRD FLOOR IDEAS

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APPENDIX A


APPENDIX A

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APPENDIX A


APPENDIX A

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APPENDIX A


APPENDIX A

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APPENDIX A


B

CITATIONS

Art Basel. (n.d.). Retrieved December 2, 2015, from http://www.miamiandbeaches.com Editors, E. (2015, October 8). Bluetooth Brings Its Mesh Networking to the Internet of Things. Retrieved October 23, 2015, from http://www.digikey.com/en/articles/techzone/2015/oct/bluetooth-brings-itsmesh-networking-to-the-internet-of-things Florida Supercon July 1-4, 2016 - The Biggest Comic Con in Miami, Fort Lauderdale, and West Palm Beach. (n.d.). Retrieved December 2, 2015, from http://floridasupercon.com KISS 99.9 FM. (n.d.). Retrieved December 2, 2015, from http://wkis.cbslocal.com

ADDTIONAL LINKS https://itunes.apple.com/us/app/air-chat-encrypted-bluetooth/id583584427?mt=8 https://play.google.com/store/apps/details?id=org.jastrzab.serwer.bluetooth&hl=en http://opengarden.com/firechat/ http://jott.com/

APPENDIX B

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THEY CAN’T DO WHAT WE DO, AND THEY HATE US FOR IT. -DON DRAPER

Loud-Hailer Marketing Plan  

A marketing plan for Loud-Hailer (a new broadcasting app that works through bluetooth). Since I had the job of art director, I designed the...

Loud-Hailer Marketing Plan  

A marketing plan for Loud-Hailer (a new broadcasting app that works through bluetooth). Since I had the job of art director, I designed the...

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