MobileMarketingPlan

PowerPoint Presentation: 

Mobile Marketing Campaign (PRODUCT) RED™ By Elizabeth Kulin Parisa Khazei Porntip Chantawech Silvia Chan Vanessa Boutwell

Agenda: 

Company Overview Why Mobile Marketing? Mobile Marketing Campaign Implementation Campaign Simulation Agenda

Company Overview : 

“Raise the funds to fight AIDS in Africa” Bono and Bobby Shriver Co-Founder “Non-charity business model” Company Overview

Goal and Objectives : 

Goal and Objectives

Marketing Strategy: 

Marketing Strategy Target Market Print ads Celebrity endorsements Online and Viral marketing Partner’s Individual Promotion Special Magazines Social Media

Why Mobile Marketing?: 

Why Mobile Marketing? Reach Consumer engagement Interactive Measurable Increase Brand awareness Customers Experience

Issues: 

Issues Source: Mintel. (2009, March). Charities of Choice - US . “ I prefer transparent process ” “ I will donate if I am well-informed ”

Mobile Marketing Campaign: 

Mobile Marketing Campaign Alert SMS

Implementation: 

Implementation Keyword and Alias Common Short Code Lease Vanity Short Code ie. WE-R-RED = 937733 Liive Liives Lifes Livess Lves “LIVES”

Implementation: 

Implementation Terms and conditions The mobile operators participating in this campaign are AT&T, Verizon, Sprint, T-Mobile, Nextel, Boost, Dobson and Alltel If your mobile operator is not participating, you will not receive a reply to your messages. Some operators may not support some services at the prices offered. Pre-paid users may not be able to participate – Check with your mobile operator. STDMSG&DATARATEAPPLY. Pricing: $0.00 for messaging service. You will receive 2 messages per week from Product Red. Your mobile operator may charge standard and other text messaging fees for text messages send and receive. To stop a service at any time, reply STOP. Text HELP to the short code to receive help information, reply HELP to any message. Any messages you send in text messages become our property. No remuneration is implied or offered. News and data delivered are believed to be accurate at the time of delivery. For Support, email Support@iLoopMobile.com or call 1-877-561-8045. Terms and conditions The mobile operators participating in this campaign are AT&T, Verizon, Sprint, T-Mobile, Nextel, Boost, Dobson and Alltel If your mobile operator is not participating, you will not receive a reply to your messages. Some operators may not support some services at the prices offered. Pre-paid users may not be able to participate – Check with your mobile operator. STDMSG&DATARATEAPPLY. Pricing: $0.00 for messaging service. You will receive 2 messages per week from Product Red. Your mobile operator may charge standard and other text messaging fees for text messages send and receive. To stop a service at any time, reply STOP. Text HELP to the short code to receive help information, reply HELP to any message. Any messages you send in text messages become our property. No remuneration is implied or offered. News and data delivered are believed to be accurate at the time of delivery. For Support, email Support@iLoopMobile.com or call 1-877-561-8045. Join ( RED ) TM Text LIVES to 47201 Now! To receive alerts on how YOU CAN HELP FIGHT AIDS in Africa. Join ( RED ) TM Text LIVES to 47201 Now! To receive alerts and deals. Make a difference and help fight AIDS in Africa.

User Flow: 

User Flow Mobile Platform & Marketer Text “LIVES” to 42701 Confirmation/Welcome Message “Yes” Opt-in Request Alerts: 2 messages/week Best Practices: Opt-Out, Help, etc. Individual recipient

Alert Messages: 

Alert Messages

Budget: 

Budget Staff Vendors (Agency & technology) License Fee (Application) Connection Fee (Aggregator) Short Code (Lease Fee) Fixed Costs Marketing materials Vendors Content Fees Messaging Fees Carrier Fees Variable Costs

Schedule: 

Schedule Vanity Fair PC Magazine Rolling Stones Times Elle Mac Magazine Newsweek Economist Q1 Q2 Q3 Publication Jan Feb Mar Apr May Jun Jul Aug Sep Q4 Oct Nov Dec

Measurement and Analytics: 

Measurement and Analytics Type of consumer that has opted-in Time and Date of customer opting in Number of Opt-ins Number of Opt-in based on keyword used Number of customers that text “HELP” Length of time a customer is opt-in Number of customers of opt-out Number of customer who respond to offers Quantitative Usability Testing prior to launch Focus Groups with Opt-In respondents Qualitative Test and Optimize

Execution: 

Execution Text LIVES to 47201 NOW !

Future Possibilities: 

Future Possibilities

PowerPoint Presentation: 

(PRODUCT) RED™ Campaign Simulation

PowerPoint Presentation: 

Thank you.