the 5 go's campaign proposal
TRANSCRIPT
Wegozo Campaign ProposalDominique Falcone, Clay Morrisson, Sage Ratner, Ryan Shook
https://www.youtube.com/watch?v=5giRDZVzblc
Building Awareness:
Goal: ● Build awareness through social media platforms
● Focus on adding users while avoiding site content change
“The 5 Go’s”Marketing Campaign
Our Idea: “The 5 Go’s” 5 part YouTube series focusing on:● Informational● Food● Site Seeing● Nightlife ● Adventurous
Concept:● Project required of students in various International
Marketing / Strategic Management courses
● New video content implemented at end of every study abroad semester
Climate/Macro-Environment:
PEST Analysis:● Political: copyright infringements, IES regulations, injury liabilities● Economic: potential size of market?● Social-cultural: ability to connect with other users with similar
backgrounds● Technological: social media platform numbers
Situation Analysis ~ SWOT: Strengths:
● Exciting videos that are visually appealing to future study abroad students
● Show many different cities of the study abroad experience
● Appeals to all study abroad students with variety of videos
● Provides useful information in terms of where to eat/drink/visit/adventure
● Great at generating awareness to the Website through strong channels such as YouTube, Facebook, Twitter & Instagram
Weaknesses:● Some students may not want to take the time to
watch the videos● May be difficult to directly reach students who do not
have social media accounts● Must initially rely on student projects to gain
awareness
Opportunities:● Can generate a lot of buzz for the website by one or
more amazing videos● Attract a large variety of users through the use of
other existing websites● Gets users to connect and potentially meet/talk to
others about their experience
Threats:● Competition from TripAdvisor and LonelyPlanet that
have more detailed information● Some students may not want to take the time to
watch the videos (could be both a weakness/threat)● Must abide by YouTube’s regulations
Channels and Tactics:YouTube - creation of “The 5 Go’s”: ● Ads on travel related video searches● Potential ads on popular videos
FaceBook, Twitter and Instagram: ● Hashtags like #WeGoZo, #StudyAbroad, #The5Gos● Ads on pages relating to study abroad searches, study abroad FaceBook
Groups ● Promoted Instagram videos and Twitter posts
Statistical Objectives:End of semester projection:● Youtube: 100 subscriptions ● Twitter: 75 followers ● Instagram: 500 followers
End of year projection:● Youtube: 250 subscriptions ● Twitter: 200 followers ● Instagram: 750 followers
Company Analysis:Brand Personality: Excitement (based on J.L. Aaker’s work)
● Daring (daring, trendy, exciting): this will be our focus with our
adventurous YouTube video
● Spirited (spirited, cool, young): this will be our focus with our
Nightlife/Bars/Clubbing YouTube video
● Imaginative (imaginative, unique): this will be our focus with the food
YouTube video
● Up-to-date (independent, contemporary): this will be our focus for the informational YouTube video
Competitor Analysis:
Top 3 Competitors:1. FaceBook2. TripAdvisor3. LonelyPlanet
Social
Informative
Network-related Travel-related
WeGoZo
TripAdvisor
LonelyPlanet
FaceBook:FaceBook
● What they are doing: Created a social network where users can interact
with each other and view other people’s profiles
● Marketing Strategy: mass-marketing; however not everyone has a
● We use FB right now as a channel, but potential competitor
TripAdvisor:TripAdvisor● What they are doing: providing useful information on places to visit, eat, see in foreign
countries. Hotels, restaurants, destinations, beaches, islands, etc.
● Marketing Strategy: Have a giant network of users that rate and comment on
hotels/restaurants so that others know what to expect. Aimed at the older population
● Points of Parity: provides information on forums about different hotels/restaurants, etc.
● Points of Differentiation: Does not create social network where members can interact with each other and connect
LonelyPlanet:LonelyPlanet● What they are doing: Create travel guide information for tourists. This includes Travel
Guide books, links to adventure tours, information on beaches, family travel, travel news,
weather updates, travel insurance, budget travel, hotels, food/drink
● Marketing Strategy: Provide information via text in books or online that people can use.
Aimed at the adult population
● Points of Parity: Information on sightseeing, restaurants, hotels/hostels
● Points of Differentiation: Does not create a social network where members can interact with each other, strictly informative
Collaborators:
YouTube
Marketing Segmentation:
Who to target?● College students (age 18-25) with enough
disposable income to afford travel related expenses
Ideal Customer:
Brand Ambassadors:
5 brand ambassadors for 5 major United States conferences:● Big 10● Big 12● ACC● SEC● Pac 12
Big 10:
Big 12:
ACC:
SEC:
Pac 12:
Ways to Reach the Audience:● Schools that have ambassadors as students - present at
call-out meetings and informative meetings
● Schools that do not - advertise through the use of public FaceBook groups (ex: Barcelona Study Abroad 2015)
Budget & Resources:
YouTube:● 60€ =240 video watches
Facebook:● 20€ =30,303 Facebook impressions
Twitter:● 10€ =10 promoted Twitter accounts
Instagram:
● 10€ =10 promoted Instagram accounts
Questions?