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Meetup.com Advertising Campaign (Spring 2010)

Advertising campaign that my group members and I put together for Meetup.com. UCLA Extension, Spring 2010.

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Meetup.com Advertising Campaign (Spring 2010)

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  2. 2. Agenda<br />Introduction<br />Market Analysis<br />Media (Objectives, Strategies, Tactics)<br />Budget<br />Media Mix<br />Creative (Objectives, Strategies, Tactics)<br />Positioning<br />Integration<br />Campaign Analysis Plan<br />
  3. 3. 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 />
  4. 4. 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 />
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  7. 7. Situation Analysis<br />Founded in 2009<br />Statistics:<br />
  8. 8. SWOT Analysis<br />
  9. 9. Direct Competitors<br />“…to make new friends through a local social network without the pretense of establishing business connections.”<br />
  10. 10. Direct Competitors<br />“Bringing People Together at Meetings & Events”<br />
  11. 11. Indirect Competitors<br />Other social/professional networking websites<br />Facebook, MySpace<br />LinkedIn<br />Dating websites<br />OkCupid<br />eHarmony<br />Match.com<br />Location-based social networking<br />Foursquare<br />
  12. 12. 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 />
  13. 13. 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 />
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  15. 15. 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 />
  16. 16. 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 />
  17. 17. Media Budget<br />
  18. 18. Media Budget: Print<br />Total Impressions: 11,033,540<br />
  19. 19. Media Budget: Internet<br />
  20. 20. Media Flowchart<br />Total Impressions: Approximately 36 million<br />
  21. 21. 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 />
  22. 22. Creative Objectives<br />Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life. <br />
  23. 23. 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 />
  24. 24. Creative Presentation: Print Ad<br />
  25. 25. Internet Text Ads<br />“It’s time to mix business and pleasure on Meetup.com”<br />“Meetup.com Where work meets fun. ”<br />“Network. Socialize. Change the world.<br />On Meetup.com”<br />
  26. 26. Internet Banner Ad: Sample<br />
  27. 27. 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 />
  28. 28. Questions?<br />