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What is Meetup?<br />The world’s largest network of local groups<br />Mission: to build genuine community & help people self organize to find solutions to all types of problems<br />Slogan: “Real Groups Make a Real Difference.”<br />
Meetup Helps People…<br />Find others in their area who share theirinterests<br />Learn, teach, and share things<br />Make friends and have fun<br />Rise up, stand up, unite, and make a difference<br />Be a part of something bigger—both locally and globally<br />
Market<br />Demographics: Gen Y (80 million in U.S.)<br />Psychographics (traits):<br />Confident<br />Well-educated<br />Self-sufficient<br />Tolerant<br />Team builders<br />Socially/politically conscious<br />Work to make a difference<br />Communicate via Internet/Mobile phones<br />
Market<br />VALs: Innovators<br />Successful, sophisticated, take-charge people with high self esteem<br />Change leaders and most receptive to new ideas and technologies<br />Very active consumers and purchases reflect cultivated tastes for upscale, niche products and services<br />Are among the established and emerging leaders in business and government and continue to seek challenge<br />
Geography (Large Metro Areas) <br />Los Angeles-Long Beach, Ca<br />New York, NY<br />SF Bay Area, Ca<br />Chicago, IL <br />Philadelphia, PA<br />Washington DC-MD-VA-WV<br />Houston, TX<br />Atlanta, GA<br />Dallas, TX<br />Boston, MA-NH<br />Miami, FL <br />
Media Objectives<br />Increase awareness of Meetup<br />Increase # of users <br />by ½ million over the next year<br />Achieve 25 million impressions<br />Assuming response rate of 2%<br />Budget: $1 million<br />
Media Flowchart<br />Total Impressions: Approximately 36 million<br />
Media Mix<br />Strategy: Target young professionals, mostly in major metropolitan areas, using print and Internet<br />Tactics – mix of traditional & non-traditional mediums <br />Print (Newsweek, Inc., Entrepreneur)<br />Internet (CPM, CPC, Google & Content Networks)<br />Media Calendar<br />Advertising runs from January 1, 2011 - December 31, 2011<br />
Creative Objectives<br />Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life. <br />
Creative Strategy<br />Strategy: Use competitive advertising to differentiate Meetup.com from competitors. Emphasize the following benefits: social, professional growth, personal growth, potential to change the world. <br />Tagline: “It’s time to mix business and pleasure. For some real face time, Meetup.com”<br />
Campaign Analysis Plan<br />Measure # of new user at end of campaign<br />Pre and Post-campaign survey targeting a sample of the market (to gauge awareness)<br />Track click-through-rate and conversions from Internet banner and text ads<br />