ms&e ccc marketing team
TRANSCRIPT
Marketing
Kaitlin Schaberg | Jacob Choi | Fabian Frank | Kevin Poulet | Tyreke White
MS&E Career Community Cohort
Create, Communicate, Deliver
● The Purpose - To assess how marketing teams determine:○ Target Markets ○ Branding○ Positioning○ Ad Campaigns○ Differentiate in Crowded Markets
● The Process - Instagram and Snapchat○ Step 1: Identify a Target Persona○ Step 2: Define a Positioning Statement○ Step 3: Brainstorm Tagline to Target Competitor’s Customers○ Step 4: Generate Magazine Ad to Capture Competitor’s Customers
What was our project?
Age: 20-30 (Generation Y)
Occupation: Professional (9-5 Job)
Relationship: Casually Dating on Bumble
Traits: World Traveler, Foodie, Dog-Owner
Reasons for Using:
● Highlight reel of life● Curated gallery of memories● Filters to enhance artistic quality of user
Frequency of use: 3x/week
Instagram Target Persona
Age: 14-25 (Millennial)
Occupation: Student and has a Part-Time Job
Relationship: Single and Loving Life (aka Tinder user)
Traits: Concert Goer, Loves Road Trips, Partier
Reasons for Using:
● Spontaneous capture● Constant connectedness● Temporal nature● Geofilters, Face Filters, Captions
Frequency of use: 10x/day
SnapchatTarget Persona
Instagram Positioning statement
SnapchatPositioningstatement
For young professionals
Who enjoy exploring
Instagram is a curated gallery of memories
That enables users to highlight their passions
Unlike other social media platforms, Instagram relies on pictures to tell your story
For millennials
Who crave fun and virtual connectedness
Snapchat is a spontaneous communication channel
That allows users to share experiences in the moment
Unlike other communication platforms, Snapchat’s self destructing messages let you enjoy the moment, then allow it to pass
snapchat targeting instagram users in
Instagram targeting snapchat users in
What Did We Like About Our Project?
● Simple on the outside, deep-dive on the inside.
● A look at how apps go viral.
● Apples vs Oranges (how to differentiate products).
● Mayumi’s step-by-step guidance and expertise.
What Would We Improve?
● Project Outline○ Explain project description prior to choosing groups
● Initial Mentor Meeting○ 1 hour with mentor to discuss project requirements