1. Foursquare
Campus Check-In Campaign
Anthony Dostal

2. Foursquare
• Foursquare, is a location-based social networking website
that allows users to "check-in" at venues using a mobile
website, text messaging or a device-specific application.
• The company started in 2009 and is based out of New York
and now receives about 50% of its usage from outside of
the United States.
• Although Foursquare’s services can only be offered when
using their mobile application, Foursquare.com serves as a
place that allows people unfamiliar with the company to
find information about what Foursquare actually is, allows
new users a chance to set up their account and also allows
current users a different venue other than their phone to
navigate the Foursquare experience.

3. Foursquare
Goals and Challenges
• Foursquare is not like most
traditional companies that would like
to generate as much traffic to their
website as possible in order to make
sales. Instead, Foursquare would
rather increase downloads of their
mobile application.
– A goal of this campaign is to
increase downloads of the
Foursquare application
• One challenge for Foursquare is that
their industry is very new and many
people do not know much about
what their service actually does
– A goal of this campaign is to
increase impressions to the
Foursquare website and increase
awareness about the company

4. Campus Check-In Campaign
Target Audience
• College students will be the
target of this campaign
– Foursqare is a very new
company and many people are
unaware they exist or unsure of
exactly what they do
• College students are early adopters
and innovators to new products
and services which makes them the
perfect target audience for a new
service such as Foursquare
– College students are very active
on social media sites such as
Facebook and Twitter
– College students are the most
likely audience to start using
Foursquare so that is the
audience that we should target
for this campaign

5. Campus Check-In Campaign
Partnerships
• Rivalry week
– During the week of specific rivalry football games in the fall, Foursquare will partner with the
NCAA to sponsor “support your team” check-ins at tailgates and stadiums.
– Students can check-in and announce what team they’re supporting
– During the television broadcast, their will be a quick segment sponsored by Foursquare which
will show the television audience how many supporters from each side were checked into the
game
• Foursquare will partner with businesses who have locations on campuses around
the United States
– The businesses will offer incentives for “checking-in” to their place of business on Foursquare
– In return, Foursquare will offer advertising for the businesses through their mobile application
by telling users about “local deals”

6. Campus Check-In Campaign
Search Engine Marketing - AdWords
• Foursquare is a very new company and many people may have
questions about Foursquare
– This poses a different challenge as opposed to other companies such as a new
clothing retailer. The general public understands how a clothing retailer works
and what products and services they are likely to offer, but a new company like
Foursquare will leave many people with questions about what the site actually
is.
– Someone shopping for shoes online may search “buy shoes” and this will bring
up many retailers
• Unfortunately for Foursquare, it is very unlikely that someone would search “social networking
website”
• People that have heard of Foursquare will remember the name and
are more likely to search for the brand name rather than what the
brand actually does

7. Campus Check-In Campaign
Search Engine Marketing - AdWords
• Specifically, for this campaign, we will invest in keywords directly
related to the company.
• I would highly suggest in buying keywords that people will be
searching after they have heard about your company and want more
information.
• I suggest “Foursquare,” “4square,” and “4-square,” because many
people will not know how to spell the company name and may think
it is spelled with the numeral.
– According to The Google AdWords: Traffic Estimator, “Foursquare” would be the only
keyword that would cost more than $.01 per click and it would have a CPC between
$1.14 and $1.39 and is likely to receive over 1.5 million monthly global searches.
• I would also suggest that you purchase keywords that include actions
that may be related to actions performed while using the service like
“checking in” and “check in.”

8. Campus Check-In Campaign
Metrics of Success
• There are two main goals for this campaign:
– Increase Foursquare overall awareness across the
United States
• Awareness will be measured by looking at the traffic on the
Foursquare.com website
• We would like to see a year-over-year page view increase of 50%
– Increase check-ins at and around college universities
• This will be measured by analyzing the amount of individual check-
ins at businesses around campuses as well as building on campus
• Our goal is to see check-ins double during the 2012-2013 school year
compared to the 2011-2012 school year

9. Campus Check-In Campaign
Timeline
• This campaign will begin in the fall of 2012 as students are
moving back to school.
– Actual launch of campaign will be August 1, 2012
• This campaign will run through the end of Spring 2013
and into the summer
– Actual end date of campaign will be June 1,2013

10. Campus Check-In Campaign
Budget
• Overall, the campaign budget will be $1,000,000
over the course of ten months.
– Half of the budget will be spent on the partnership with
the NCAA
– The other $500,000 will be used on search engine
marketing and Google Adwords as well as funding
• A large portion of the budget will be spent at the
beginning of the campaign in August, September
and October of 2012
– Advertising will be done at this time to gain awareness
about the “Rivalry week” check-ins during the NCAA
football season