2. Target Audience
For this marketing campaign, the target
audience is users between the ages of 18-25.
Targeting this age group will be effective
because:
This generation relies heavily on technology
College-age students spend a great amount of
time on their computers and mobile devices
3. Challenges & Goals
Possible Challenges Goals
Standing out from Improve Yahoo’s
competitors social media
Creating effective presence
Facebook ads Create internet
Getting young marketing campaign
people interested in Develop a more
the campaign interactive user
experience
4. Campaign Theme
The main theme of this campaign is creating a
more interactive user experience for
Yahoo.com
The campaign will focus on the areas of:
InternetMarketing
Social Media Presence
Mobile Marketing
5. Internet Marketing
To improve Internet marketing, a Facebook ad
campaign should be created.
This ad campaign will focus on marketing
specific elements of Yahoo that appeal to the
target audience.
The ads will include content written in a way
that attracts the attention of young people.
Example ad content:
“Don’t look like an idiot in class. Keep yourself
informed with Yahoo News.”
6. Social Media Presence
Social media needs to be a main focus of the
campaign.
We will use the Facebook and Twitter pages
already in use, but we will improve them by:
Creating ways for users to feel a more personal
connection with the site
Developing what is posted, how it is posted, and
what users can do with the posts
7. Mobile Marketing
This campaign will utilize the Yahoo apps that
exist by making them more user-friendly.
We will develop the apps so that Yahoo
articles can be viewed, commented on, and
reposted easily.
We will also develop a function where users
can send comments directly to Yahoo.com to
voice opinions and suggestions for the site
and mobile apps.
8. Linking these Elements
Together
The elements of social media, internet
marketing, and mobile marketing will all embody
the theme of the campaign. All three elements will
be marketed around the idea of a more interactive
user experience.
The Facebook ad will link to the improved Yahoo
News site.
The Facebook and Twitter pages and mobile apps
will provide more options for users to interact with
each other and with representatives from Yahoo
itself.
9. Measuring Success
To measure success of the campaign, we will
take these necessary steps:
Track the Facebook ads and their effectiveness
Enact Google Analytics (or a similar program) that
tracks the traffic to the site
Read the user comments that will be made
available with our new social media and mobile
marketing elements
10. Budget & Timeline
Budget Timeline
The proposed budget One year from
for this campaign is concept to launch
$1.5 million Specific goals to be
To be spread out over accomplished each
the Facebook ad month
campaign, app
development, and Monthly status
increased social meetings to keep on
media user interaction track
