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VENUE

Marketing Proposal Prepared for: Peter John Murray, Creator/Owner Prepared by: Lauren Schroeter, Tukiya Mwanza, Meghan Cole, Tandeka Lauriciano April 22, 2013 Product: Venue Mobile Application


VENUE

Table of Contents Planning Project Overview

1 1

Product Description

1

Objective

1

Mission Statement

1

Competitive Advantage

1

Research

2

Introduction

2

Marketing Survey Results

2

Interview With Peter John Murray

3

Interview With Potential Provider Laura Lamb (Campus Activities Board)

3

Conclusions

4

Surveys

4

Target Market

8

Avatar Consumer/Business Consumer Demographic

8

The Consumer Decision Process

9

Avatar Renderings SWOT Analysis

11 12

Strengths

12

Weaknesses

12

Threats

12

Opportunities

12

Marketing Mix

13

Product

13

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VENUE App Store Optimization

13

Product Adjustments

16

Brand Elements

16

Place

17

Price

17

Promotional Mix

17

Poster Advertisements

17

Magazine Advertisements

17

Radio Spot

17

Instagram Competition

17

Newspaper Article

17

Implementation

18

Budget

24

Evaluation

25

Defining success

25

Measuring Success

25

Contact Information

26

Lauren Schroeter

26

Meghan Cole

26

Tukiya Mwanza

26

Tandeka Lauriciano

26

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VENUE

Planning Project Overview Product Description The Venue mobile application is a free, streamlined mobile app that can be used by event planners and partygoers to make hosting and attending events more convenient and exclusive. The Venue allows users to create their own profile, plan events, invite guests and connect with friends. Users can also follow others to be invited to more exclusive and V.I.P events. Currently, the app caters for events hosted by individuals and emphasizes parties taking place in locations situated nearby to the user. In the future, developers are looking to expand the app so that it can promote events hosted by restaurants or bars, among other hosts.

Objective To reach a wide audience that will eventually include club owners so that, in turn, events can be planned on a larger scale. In addition, expanding the app to Android mobile phones within the next year. Also, to reach an audience of at least one- thousand customers within the next three months.

Mission Statement Provide customers with an efficient, organized means of communication for social events and gatherings. With increased privacy features, we aim to become a trusted application that people feel safe using.

Competitive Advantage One of the major competitive advantages for the VENUE application is its simplicity. While Facebook offers many different entertainment services, the Events applications requires more effort to access. The VENUE application provides direct service quickly and efficiently. Another advantage is the increased privacy offered in in the VENUE app. While anyone can see a Facebook event, it’s location and other details, the VENUE application only provide details to those already invited to the event. This increases safety along with privacy. Other advantages include: •

Mapping and location services (maps are integrated with the app so that you can find your way to the event while driving)

Ability to live chat with other members who are invited to the event

Exclusivity (people who are not invited are unable to view the event or who is going to the event)

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VENUE •

The sleek, professional design is desirable for companies who might want to host events through this application

User friendly (the simplicity of the application makes it easy to use)

Fast way to create invitations to an event

Research Introduction In order to find secondary research, we created a survey for consumers. We also interviewed local business owners as well as the creator of the application in order to get a better sense of the application’s purposes and potentials. For the Potential Provider, we interviewed Laura Lamb of the Campus Activities Board. She oversees all events hosted by the campus including Event Organization. Lamb seemed enthusiastic about the idea of the app to promote every event; different from the way she currently uses Facebook Events. While she focuses Facebook events solely on large scale events, the Venue app seemed more useful as a quick efficient reminder and potential notification system.

Marketing Survey Results Using a questionnaire design, we found our open ended question (What kind of events would you want to see promoted on a mobile application?) received a wide range of responses. The three most popular answers were parties, social gatherings (defined separately from parties), and concerts. Other popular responses included special offers, restaurants, and art shows. In a survey of 11 people, 6 said they did not use Facebook to send out event invitations, while 7 surveyors stated they did have an iPhone. The response to how useful users would fine the Venue app was relatively neutral, with 5 responding with a “3”, 5 responding with a “4” and only one person responding with a “5”. The majority of surveyors found privacy features extremely important. Questions asked: 1. What kind of events would you want to see promoted on a mobile application? 2. Do you use Facebook to send out event invitations? 3. Do you have an iPhone? 4. On a scale of 1 to 5, how useful would you find an event promoting mobile application? (1 being the least useful and 5 being extremely useful) 5. On a scale of 1 to 5, how important are privacy features on social networks and mobile applications? (1 being not very important and 5 being extremely important)

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VENUE Interview With Peter John Murray

1. What is one of the main challenges that you foresee when trying to get people to download this application? I feel that the biggest challenge will be trying to convince people to use my application instead of the facebook event page. 2. Do you have a specific goal for the application? The main goal that I have is for this application to become so popular that companies will want to buy it out. 3. If you could specify one thing about how this application is effective, what would it be? It allows users to be constantly updated on changes in events, which makes it easier to stay on top of event information. 4. Is there a unique trait about this application that makes it different from any others out there? The unique trait about this application is that it is designed to make people feel like they are VIP. I want people to be excited to use this application. 5. What is the single most important thing about this application? Venue allows people to create events and connect with people easily without having to send out individual messages. In interviewing P.J. regarding his app, the greatest challenge recognized was the competition against Facebook. P.J.’s specific goals for the application were very hopeful and seem to be looking into the far future, although further information was provided in regards to the benefits the app had to offer in comparison to the competition.

Interview With Potential Provider Laura Lamb (Campus Activities Board)

1. What kind of events would you promote on a mobile application? I could potentially promote all of our events on a mobile site...large or small. I think the most beneficial way to use it would be to send out reminders prior to the event starting. 2. Do you use Facebook to send out event invitations? I use Facebook to promote our larger events that CAB will sponsor. 3. On a scale of 1 to 5, how useful would you find promoting your event on a mobile application? I would rank it at a 4. I think if students would use it, and that it would have availability to a range of phones, it could be a really great way to do some additional marketing. I think the biggest factors in deciding would be the features and options that the app would provide and if it would be something students would want to go check or if it would provide push notifications to the users.

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VENUE Conclusions From all the information gathered, there was a neutral to generally positive impression in regards to the Venue app. Both the Surveyors and the Potential Provider recognized the opportunities the app had to offer. One of the main challenges seemed to be the amount of interest people would potentially have for the application. While we had initially though Facebook would be a major competition due to the event’s page (mentioned also in P.J.’s interview), the questionnaire implied less people used Facebook events nor were they particularly interested in using a mobile application. A major short term goal assessed from this research would be to find a way to market and advertise this product as both a unique helpful application and one that is necessary for organization and communication.

Surveys

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Target Market Avatar Consumer/Business Consumer Demographic Name: Brody Anderson Gender: Male Age: 25 Dress/Style: Preppy Casual Hair: Brunette, wavy Location: Urban Chicago Marital Status: Single Additional: Socialite, extremely popular Segmentation of Consumer •

Demographics: Brody Anderson is a 21 year old student just starting out in the real world. He’s living currently living the single life of a bachelor and enjoying every minute of it.

Geographic: Brody has always been more of a city guy. He enjoys the busy life in Chicago, living off-­‐campus from his state college with a large group of friends. He and his friends live in an apartment complex that’s mostly a younger crowd that also lives off-­‐campus.

Psychographic: Brody definitely enjoys the life of a college student. His favorite after-­‐class activity would have to be going out or partying, any sort of situation that involves a lot of socialization and interaction with others. His life would be considered “hectic” by some, but Brody lives by the phrase “Go Big or Go Home”.

Benefits: Although he has plenty of friends and is a pretty popular guy, there are people Brody would prefer to avoid. To him, there’s nothing worse than running into the wrong people when he’s trying to have a good night. The problem with college is, people often run into one another. He practically lives on social network websites and his cellphone, but usually uses them more for his own personal entertainment as opposed to practical use. With the Venue app, Brody would be able to see who to avoid without having to necessarily ask around, making his socializing experience that much easier.

Usage rate – Brody already uses his phone for virtually everything. Despite being a new user unfamiliar with Venue’s features, he can easily see himself using the application frequently.

Business Demographic Name: Olivia Walker Gender: Female Age: 45 Dress/Style: Elegant, Classy, Pearls, Briefcase Hair: Blonde, shoulder length Location: Urban New York

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VENUE Marital Status: Married with children Additional: Empty Nest Syndrome. Segmentation of Business •

Demographics: Olivia Walker is a 45 years old Caucasian woman. She is married and has two children, who have already left home for college.

Geographic: As a successful businesswoman, she and her husband are able to live comfortably in a large penthouse on the Upper West side.

Psychographic: Olivia likes to think of herself as up to date with all the current technology. Her high involvement in the corporate world, as well as her two sons, provides her with a good knowledge of the latest ‘gadgets’, online trends and apps. Her fast paced lifestyle has trained Olivia to be extremely well organized, using technology to help her with day to day tasks.

Benefits: Olivia is an active member on the board of the Selby Foundation, a charity that awards grants to over 400 organizations. She enjoys planning and coordination different events, including fundraising and donor events, and so is interested in an effective and efficient way to send out invitations and updates of on the details of these events. A busy woman, Olivia needs to be able to organize on the go, so an application that she can access at any time from her smartphone is ideal.

Usage rate: Olivia is very much a potential user of The Venue mobile app., as it would provide her with many benefits.

The Consumer Decision Process Problem Recognition Consumers would need this application if they came across active problems, such as: •

Planners having a difficult time inviting people to an event

Consumers not being able to find out where events are located

Stressed out by finding a way to get people to come to an event

Trying to find people attending the same event

Needing information about a specific event

Security of someone’s event in regards to the people who are allowed to know about the event. (could also be an inactive problem as well as an active problem)

Information Search The Information about this Application could be obtained through internal and external searches, such as: •

Internet: itunes, website for Venue, social networks

Businesses

Advertisements: posters, flyers, billboards

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VENUE •

Word of Mouth

Events: parties, social gatherings that the consumer has previously attended

Media: TV, commercials

Alternative Evaluation All Potential Alternatives: E-mail, Facebook Events, Myspace, Google+ events, Various other phone applications such as Meetup, Eventful, Punchbowl, and assorted others. •

Unawareness Set: It is likely that the average customer is unaware of the other phone applications made to create and invite social gatherings.

Awareness Set: Email, Facebook Events, Myspace, Google+ events

Inert Set (backup alternatives): E-mail Inept Set (avoided alternatives): Myspace

Evoked Set (alternatives given consideration): Facebook Events, Google+ Events

Purchase After going through the previous stages of the consumer decision-making process, the customer must decide whether or not to download the Venue app. •

The Venue is a mobile application that allows event planners to promote their events in an efficient and streamlined way. It is also extremely convenient, trustworthy and safe for both the event planner and the people attending the event.

The app can now be downloaded to iPhones from the Apple Store. In the future, the creator would like to expand to include other platforms, such as Google Play and Android phones.

For the time being, the app remains free in the Apple Store, however at a later stage there may be the option to download a premium version for a small fee. As it is a mobile application, it would be paid for online via credit card, PayPal etc.

Post Purchase Once the VENUE app has been obtained If the customer so happens to be unsatisfied, they can choose to take action in order to see a change. •

VENUE could have a complaint and concerns option on the app or website, where in which the concerns and complaints of the customers will be reviewed and addressed.

VENUE can make it their aim to ensure that all concerns are addressed and taken care of in order to avoid further problems such as negative word of mouth from the unsatisfied customers.

Another resultant from post-purchase behavior could be a positive outcome, where in which the customers have had a great experience with the Application and hence a positive word of mouth begins which will in turn get other consumers that have never used the product intrigued about it, leading them to obtain the App themselves, therefore making VENUE have more users.

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VENUE Avatar Renderings

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SWOT Analysis Strengths •

Streamlined Design

More Privacy

Versatile Platforms (parties/different events)

High end user experience feel-­‐ user feels as though they are in a VIP situation as opposed to Facebook. Trendy, sleek style

Chat room

Weaknesses •

Search Feature-­‐ currently limited and confusing

Requires many updates

Only iPhone currently

Expand options for privacy settings

Threats •

Facebook Events

Radio advertising

Word of mouth Event advertising

Negative word of mouth

Limited exposure may lead to failure

Opportunities •

Twitter Style status’

Expanding to computers, iPads

Business expansions

Filtering tagging; filter for public events

Different groups: A group system, e.g. Ringling Network (schools having their own network involved) and then narrow down to class group.

Check In feature: check in into a location and you could get rewards for exposing the location.

Used for Market Research: Data collecting, (find out preferences of the market, posting questions about the event)

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Marketing Mix Product App Store Optimization In order to determine the best way to optimize the Venue mobile application in the App Store, it is important to look at other mobile apps that are similar. We can then identify a common way in how they are positioned, displayed and described, and use this to make sure we are promoting the app in store in the best possible way. The first component to be considered is the key words used in a search to find a particular app. Including these key words in the title or description of the app gives the app greater visibility, so that it is easier for downloaders to find. Three apps that were of a similar nature in function to the Venue were examined in order to get a better idea of common search words. The most frequent words used in each of the app’s descriptions are listed below: Party & Event Planner Lite Party

Organize

Events

Tasks

Friends

Planner

Drink Event Planner, Checklist & Countdown Lite Plan

Checklist

Guest

Event

Details Invy Event Planner Dates

iPhone

Friends

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VENUE We can see that words such as ‘event’ and ‘planner’ are very common key terms, and while we want the Venue to appear in search results under these terms, we also want to use less common words, which are high volume and low competition. This would allow the app to be found under terms that are highly searched for but not so commonly used in the titles or descriptions of competing apps. Key terms suggested for the Venue app are:

Guest list

Profile

Host

Follow

Planner

Event

V.I.P

Research on some of these words has enabled us to identify those with lower competition. Below are the search results for each word: Guest List  •

Low competition on Mobile Devices Engines 

Global Monthly Searches 60,050 

Local Monthly Searches 33,100

Low competition on Search Engines

Global Monthly Searches 201,000

Local Monthly Searches 74,000

Host •

Low Competition on Mobile Device Search Engines 

Global Monthly Searches 5,000,000 

Local Monthly Searches 1,220,000

Low competition on Search Engines

Global Monthly Searches 24,900,000

Local Monthly Searches 5,000,000

Planner •

Medium competition on Mobile Devices Engines 

Global Monthly Searches 2,740,000

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VENUE •

Local Monthly Searches 673,000

Medium competition on Search Engines

Global Monthly Searches 16,600,000

Local Monthly Searches 2,740,000

Low competition on Mobile Devices Engines 

Global Monthly Searches 9,140,000

Local Monthly Searches 823,000

Low competition on Search Engines

Global Monthly Searches 20,400,000  

Local Monthly Searches 1,830,000.

VIP

Profile •

Low competition on Mobile Devices Engines 

Global Monthly Searches 7,480,000

Local Monthly Searches 2,240,000

Low competition on Search Engines

Global Monthly Searches 30,400,000

Local Monthly Searches 7,480,000

Follow •

Low competition on Mobile Devices Engines 

Global Monthly Searches 1,830,000

Local Monthly Searches 673,000

Low competition on Search Engines

Global Monthly Searches 7,480,000

Local Monthly Searches 2,240,000

Event •

Low competition on Mobile Devices Engines 

Global Monthly Searches 5,000,000

Local Monthly Searches 2,740,000

Low competition on Search Engines

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VENUE •

Global Monthly Searches 24,900,000

Local Monthly Searches 9,140,000

Product Adjustments Using these words, we have drafted a title and description for the Venue Application: Venue V.I.P Venue V.I.P is a streamlined mobile app used by event planners and partygoers to make hosting and attending events more convenient and exclusive. Venue V.I.P allows you to create your own profile, plan events, invite guests and connect with friends. Follow others to be invited to more exclusive V.I.P events. Points of Contact The next component is points of contact, or where in the app the consumer and the developer are able to communicate with each other. Three possible points of contact for the Venue include: Profile page – Users would be able to include their interests on their profile page. This is so that the developer can gain a better understanding of consumers using this app and make adjustments and improvements tailored to common interests, or target the app and advertising towards specific interests. Surveys – Asking users to provide feedback on their experience using the app, after they have either attended or hosted an event. Status updates – Statuses posted by the Venue that appear on users’ news feeds. Allows users to comment or ‘like’ and engage with the app as well as offer opinion and feedback. Points of contact are essential in allowing developers to learn from users what can be improved or emphasized in the design and functions of their apps.

Brand Elements The design of the app is simple and clean, using sleek black and grey tones and maintaining a modern sanserif typeface. Small improvements could however, be made to the logo and branding of the app. For example, experimenting with colors of the background and foreground, perhaps reversing light and dark tones to create different options for the look of the app. Another interesting addition would be an accent color. A hint of vivid red in the logo, for example, would make for a more eye-catching design. This accent color could be incorporated into an icon, such as a red in a rope, or gold in a crown. A well-placed icon would help to establish a sense of elegance and the idea that this app makes users V.I.Ps. The product has many advantages, including greater privacy features compared to other event applications such as Facebook Events, and a sense of a higher end service due to its sleek style. While there are also some weaknesses, such as currently being limited to individual hosts and only being available for the iPhone, there is much room for development and opportunities to expand in the future. This will keep the app current and raise interest levels, as users

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VENUE will expect upgrades and new features. There is also great opportunity to expand into and link with social media sites such as Facebook and Twitter. Tagline ideas for the app include: “Plan your parties in style”, for the app in its current state, and “Event plan in style” for a future version of the app that would have features to accommodate events hosted by larger organizations, such as bars, restaurants and other businesses.

Place This application will be sold on the app store. This can also be linked or marketed on a separate website or through the google play store if the application is extended to the Android market.

Price This will be a free on the Apple App Store. In the future, the price could be increased based on the number of companies that want to promote their events through this application.

Promotional Mix Poster Advertisements These posters can be placed around schools as well as at events to promote the application to students. These would be print ads that feature embarrassing, over-the-top situations that could have been avoided had users first checked the details through the Venue planner.

Magazine Advertisements The same design as the poster advertisements, these would be magazine advertisements featured in SRQ magazine to appeal to a broader audience while still meeting the younger market demographic.

Radio Spot This radio segment would be a fun way to get the message out there about the Venue Application and its benefits to the consumer. This spot can be played on college radio stations to avoid high expenses.

Instagram Competition This social media segment would get customers involved in a hands-on way. Users would take pictures of moments which could be avoided had they used the Venue application to plan out the night’s events, tagging it with #thenyouvenue. The objective is to get the tag trending in social media, also generating buzz about the application.

Newspaper Article This article would consist of a “day in the life” story of Peter Murray and his experience with event planning. It would also have a short segment of an embarrassing experience while trying to attend a party. This P.R. Initiative would help create a relatable character for consumers while also providing examples on how the Venue application works.

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Budget

Description

Quantity

Unit Price

Cost

Printing Cost

50

$5.00

$250.00

Magazine (SRQ)

1

$90.00

$90.00

Radio Spot (College Campus)

1

$0.00

$0.00

Newspaper (School)

1

$0.00

$0.00

Newspaper (Sarasota Tribune)

1

$40.00

$40.00

Subtotal

$380.00

8.25%

$31.35

Total

$411.35

Tax

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Evaluation Defining success Success would be defined by meeting the market objective in consumer outreach. The number of downloads, as well as consistent use of the application would be considered. The amount of events hosted via the Venue app after it’s introductory stage would also define the level of success.

Measuring Success The main incentive in the majority of the promotions was to bring potential consumers to the Apple App Store, downloading the application. Success would primarily be measured through the number of downloads and page views. In the Instagram case, success can be measured by following the #thenyouvenue tag, following it’s popularity.

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Contact Information Lauren Schroeter 800 N. Tamiami Trail, Unit 203 Sarasota, FL 34236 T 941.518.0444 lschroet@c.ringling.edu

Meghan Cole 1130 Greensboro Lane Sarasota, FL 34234 T 732.687.6636 mcole@c.ringling.edu

Tukiya Mwanza 1130 Greensboro Lane Sarasota, FL 34234 T 941.587.1158 tmwanza@c.ringling.edu

Tandeka Lauriciano 1130 Greensboro Lane Sarasota, FL 34234 T 941. 266.1590 tlaurici@c.ringling.edu

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