1. Target Audience: The target audience for this campaign will be new college students and young
professionals, with the age ranging from 17-25. Apple makes great products and has a reputation of
having the best laptops. We want to focus on college students who are looking to buy their first
laptop. They want to buy a reliable laptop that will last all four years of college and beyond.
KPI-Key Performance Indicators: Our performance will mostly be judged by sales increases as well
as social media followers. With other technology companies trying to compete with Apple, we want to
make sure Apple Inc. stays at the top and remains a reliable source to get the best products. We want
Apple Inc. to have an even stronger online presence, so it is important that our followers grow with
the help of this campaign.
The Big Idea: We want Apple Inc. to interact with the customers to insure that every student
entering college knows and understands why Apple is the best. To do this, campus representatives will
go around colleges and share with them their products and let them test them out. Along with campus
representatives, we will be using social media outlets including Twitter, Facebook, and , the recently
popular, Vine App to engage this target audience. College students and young professionals are
always on Twitter, so Twitter Advertisements could be a good way to catch their attention. The
popular app Vine could also help our campaign go viral. People who are now “Vine Famous” have
helped companies launch campaigns. Some of them even take over company accounts to create funny
“advertisements” for them. We could do this as well, because a lot of people this age use this app. We
could hire some of the top Viners to help promote the product by creating funny 6 second ads.
Tools and Tactics: Along with social media, we will launch Google Adwords advertisements that
target those online shopping and researching for the best laptops. While researching popular keywords
for computers on this site, I found that “computer,” “software computer,” “systems computer,” and
“laptop computer" were some of the most popular. We would purchase Google Adwords for these
popular keywords. SEO will definetly help Apple Inc. on the basis that when people research for
computers, they often go online and look at reviews. Buying a laptop is much like purchasing a car.
Research must go into buying it first if you want to get the best product, so with that being said, Apple
Inc. needs a strong presence online. Their Facebook page will be updated, their Twitter page will
communicate even more with their followers, and the Vine app. will help reach our target audience.
We want everyone to know that Apple Inc. is the best when it comes to laptops and that we are not
going away.
Budget: The campaign will last six months will cost around $300,000, costing about $50,000 per
month.
60% PPC
10% SEO
15% Social
5% Mobile
5% Content