Target Audience: The goal is to try to influence people in college ages 18-25 to purchase the iPhone 5. I think that this would be the best target audience because many people in this age group are early adopters and trendsetters. If you can influence this age group to purchase the iPhone 5 then other age groups and people in different segments will follow and buy the iPhone 5 also. This group of people often tells family members, friends and relatives about their mobile device, as they are always using it in front of others. This segment also likes to talk about their device and all the reasons why they like it. There is no better endorsement than a happy customer telling a friend or relative. KPI: The goal of the campaign is to raise the market share that Apple holds in the smart mobile device market. We hope to achieve a raise of 19% market share to bring iPhone market share up from 39% in 2012 to 50% in 2013. We will know the campaign was a success if we achieve our goal of a 19% rise in market share with the iPhone 5 in the Smartphone market. Big Idea: The big idea that I have is to show off apps and features of the iPhone and the app store that would be useful to a college student. These apps and features will be show in a way that makes them sound exclusive to the iPhone whether competitors have similar features and apps or not. We will have an actor that is used in all the campaign images that features an average looking 21-year-old college student named “Steve”. The idea is that Steve is a real person that goes through average days in the life being a college student and has struggles like every other college student that he encounters daily. Every time he is faced with a struggle the iPhone 5 and one of it’s many apps is there to save the day and help him continue on worry free. Tools and Tactics: Steve writes his own travel “blog” which he updates weekly about his travels to different colleges and universities, that he makes every weekend. He writes about his travels and all the things that he did while at the college, always including something about his iPhone and how the phone came into play throughout the day. Steve also updates his blog with a more personal side including his love for technology and the handiness of his iPhone 5. Steve has a Facebook and Twitter page where he promotes his blog, and talks about everyday college things such as good food, music and school issues. His updates are always from his iPhone 5. Steve also loves taking pictures when he travels and his favorite way to do so is via Instagram. He loves his iPhone 5 so much that he has a goal to have a picture taken with him holding his phone in the picture at every college in the country. Steve updates his Instagram with pictures of him and his phone along with pictures of the colleges, restaurants, bars and parties that he attends while traveling.

2. Target Audience
Who? Why?
College students Early adopters
Ages 18-25 Trend setters
Often tell family and friends
about their smart phones
because of their public
usage

3. Key Performance Indicators
iPhone market share in 2012 = 39%
GOAL FOR 2013
Raise market share of the iPhone 5 in the smart
mobile device market in 2013
Bring share from 39% to 50%
11% gain of market share total

4. Big Idea
Show off apps and Use a “typical” college
features student
Apps would be useful to 21 year old college student
named Steve
college students
A real person that goes
Promote as exclusive through average days in the
features life as a college student
iPhone 5 is his companion
Show phone being used in that helps him daily
college settings
He travels to college
campuses on weekends

5. The Story of Steve
Steve is an avid traveler and photographer. He
writes about his travels to different colleges and
universities, that he makes every weekend. He
does a lot of things while at the colleges and his
iPhone 5 is always helping him throughout the
day. Steve also loves to meet new people and
connects with everyone he meets through some
type of social media.

6. Blog
Steve Blogs weekly about his travels to college campuses
and what he does while he is there
(restaurants, bars, parties, etc..)
Talks about how his iPhone 5 helped him in some way
during his visit
Encourages people he meets and connects with online to
guest blog about their college campus travels and the
handiness of their iPhone 5’s
Makes it easy for people to share the blog posts with their
friends

7. Facebook and Twitter
Steve uses his Facebook and Twitter pages to:
Connect with new people and people he meets
Promotes his blog
Gives away an iPhone 5 every week to a loyal follower
Tweets/Posts about typical college interests (good
food, music, school issues, hangouts, etc…)
Updates always come from his iPhone 5 (via iOS)

8. Instagram
Steve loves taking pictures and his iPhone 5 his camera of
choice. He loves his iPhone 5 so much that he has a goal to
have a picture taken with him holding his iPhone in the
picture at every college in the country.
Takes pictures of colleges, restaurants/bars, parties, new
friends
Asks people to take pictures of him and his phone and tag
him in them on his Instagram/Facebook/Twitter
All photos are instantly uploaded to Instagram and tagged
in Facebook and Twitter

9. Budget
$350,000 for initial social media site builds, routine
content copy writing, site maintenance, site
designs, customer relationship building, and
managing messages, tweets, Facebook posts and
blog posts.
$100,000 to have someone travel through the country
year round visiting different colleges and meeting up
with students at the college
$455,000 for consulting
SOCIAL MEDIA CAMPAIGN TOTAL= $905,000

10. Summary
Most commonly used platforms
Highly engaged audience
Steve is real and relatable
Internet will make promoting posts easy
Steve will be seen as the Apple “brand”
Steve’s page will be visited by people
looking for the latest info on interesting
colleges and to share thoughts and ideas
iPhone 5 will be the bridge to this
interesting and real information