5. Target Demographics Ages 21-25 Location: college campuses Male and female Budget Psychographics Active social life
6. Research Poll: Vodka Preference Among College Students Smirnoff: 34% Svedka: 29% Absolut: 17% Skyy: 10% Grey Goose: 9% Stolichnaya: 5%
7. Advertising (Print & Broadcast) Broadcast Voiceover: “Wouldn’t it be great if money grew on trees and vodka fell from the Skyy?” Print Tagline: “Look to the Skyy” Visuals: Walking in park Money growing on trees Little Skyy vodka bottles raining down
8. Guerilla Marketing Skyy College Campus Tour Giveaways Umbrellas with Skyy logo Skyy Shot Glasses
9. Social Media Skyy University Twitter: @collegestudent Happy Birthday from Skyy! Make it amazing with this! www.skyy.com/couponforyou Skyy University Facebook Fan Page “What Would You Want Falling From the Skyy?” Contest Continuously updated content and offers Photos from events on campuses nationwide Messages with exclusive promotions “Which Drink Are You?” College bloggers and nightlife publications
10. Web site Already very visually appealing & interactive Weekly Skyy Cocktail Contest Winning recipe will be featured on the website each week Skyy partners with iTunes to suggest a weekly “Party Playlist” which can be played through the website or downloaded through iTunes
11. Media Relations Print College Newspapers Local area newspapers Lifestyle and entertainment beats Radio College Radio Station TV MTV (and Affiliates) Major Networks: NBC, ABC, CBS, FOX
12. Evaluation Re-poll college students Measure Web site Traffic (Analytics) Monitor Twitter Account Monitor Facebook Page Count Placements (Print, Broadcast)
Make sure you say, “Here are some examples of colleges in Boston that we could visit” so that it doesn’t sound like we’re only targeting boston. Also be sure to say that we’ll promote this tour on facebook and twitter as well.
Facebook likes will have friends go to page etc..
This is in addition to Facebook page and twitter of course