meetup.com advertising campaign (spring 2010)
DESCRIPTION
Advertising campaign that my group members and I put together for Meetup.com. UCLA Extension, Spring 2010.TRANSCRIPT
Agenda• Introduction• Market Analysis• Media (Objectives, Strategies, Tactics)
– Budget– Media Mix
• Creative (Objectives, Strategies, Tactics)– Positioning– Integration
• Campaign Analysis Plan
What is Meetup?
• The world’s largest network of local groups
• Mission: to build genuine community & help people self organize to find solutions to all types of problems
• Slogan: “Real Groups Make a Real Difference.”
Meetup Helps People…
• Find others in their area who share their interests
• Learn, teach, and share things
• Make friends and have fun
• Rise up, stand up, unite, and make a difference
• Be a part of something bigger—both locally and globally
Situation Analysis
• Founded in 2009• Statistics:
Monthly Visitors Members
Monthly RSVPs/Meet
upsLocal
GroupsMeetup Topics Cities
6 million 6.1 million2.2
million/180,000
68,000 28,000 45,000
SWOT Analysis
Direct Competitors
“…to make new friends through a local social network without the pretense of establishing business connections.”
Direct Competitors
“Bringing People Together at Meetings & Events”
Indirect Competitors
• Other social/professional networking websites– Facebook, MySpace– LinkedIn
• Dating websites– OkCupid– eHarmony– Match.com
• Location-based social networking– Foursquare
Market
• Demographics: Gen Y (80 million in U.S.)• Psychographics (traits):
– Confident– Well-educated– Self-sufficient– Tolerant– Team builders– Socially/politically conscious
• Work to make a difference• Communicate via Internet/Mobile phones
Market
• VALs: Innovators– Successful, sophisticated, take-charge people with high
self esteem– Change leaders and most receptive to new ideas and
technologies– Very active consumers and purchases reflect cultivated
tastes for upscale, niche products and services– Are among the established and emerging leaders in
business and government and continue to seek challenge
Geography (Large Metro Areas)
• Los Angeles-Long Beach, Ca
• New York, NY• SF Bay Area, Ca• Chicago, IL • Philadelphia, PA• Washington DC-MD-
VA-WV• Houston, TX• Atlanta, GA
• Dallas, TX• Boston, MA-NH• Miami, FL
Media Objectives
• Increase awareness of Meetup
• Increase # of users
– by ½ million over the next year
• Achieve 25 million impressions
– Assuming response rate of 2%
• Budget: $1 million
Media Budget
Print Advertising 83%
Internet Advertising 17%
Budget
Print AdvertisingInternet Advertising
Media Budget: Print
Magazine Circulation 4C/Half Page (Cost)
Placements (per year)
Issues Total Cost
Newsweek 1,500,000 $115,500 3 1, 5, 9 $346,000
Fast Company 723,230 $47,690 4 2, 4, 8, 12 $190,760
Entrepreneur 606, 770 $47,560 6 1, 3, 5, 7, 10, 11, 12
$285,360
$822,120
Total Impressions: 11,033,540
Media Budget: InternetWebsite Budget (per
month)CPM/CPC Frequency Estimated
ImpressionsTotal Cost
Google $2,000 $5 CPM All year 4,800,000 $24,000
Google Content Network
$2,000 $5 CPM All year 4,800,000 $24,000
NYTimes $2,000 $8 All year 3,000,000 $24,000
Newsweek $1,500 $10 CPM All year 1,800,000 $18,000
Fast Company $1,000 $10 CPM All year 1,200,000 $12,000
Entrepreneur $1,000 $10 CPM All year 1,200,000 $12,000
Facebook $2,000 $5 CPM All year 4,800,000 $24,000
Brazen Careerist $1,000 $10 CPM All year 1,200,000 $12,000
Mashable $1,000 $10 CPM All year 1,200,000 $12,000
Cool People Care $500 $10 CPM All year 600,000 $6,000
24,600,000 Impressions
$168,000
Media Flowchart
Total Impressions: Approximately 36 million
Media Mix
• Strategy: Target young professionals, mostly in major metropolitan areas, using print and Internet
• Tactics – mix of traditional & non-traditional mediums – Print (Newsweek, Inc., Entrepreneur)– Internet (CPM, CPC, Google & Content Networks)
• Media Calendar– Advertising runs from January 1, 2011 - December 31,
2011
Creative Objectives
Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life.
Creative Strategy
Strategy: Use competitive advertising to differentiate Meetup.com from competitors. Emphasize the following benefits: social, professional growth, personal growth, potential to change the world.
Tagline: “It’s time to mix business and pleasure. For some real face time, Meetup.com”
Creative Presentation: Print Ad
Internet Text Ads
“It’s time to mix business and pleasure on Meetup.com”
“Meetup.com Where work meets fun. ”
“Network. Socialize. Change the world.On Meetup.com”
Internet Banner Ad: Sample
Campaign Analysis Plan
• Measure # of new user at end of campaign• Pre and Post-campaign survey targeting a
sample of the market (to gauge awareness)• Track click-through-rate and conversions from
Internet banner and text ads
Questions?