May - December 2019 Media Strategy
GRAND media 1
TABLE OF CONTENTS 2 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 24 25 26 29 30 33
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Meet the Team Executive Summary Campaign Scope Manifesto Brand and Product Variables SWOT Competitor Analysis Geographic Footprint Target Market Communicaitons Platform Campaign Scalability Media Objectives Media Overview Social Media Digital Media Audio Influencers Out of Home Activations Experiential Media Measurement Budget Breakout Flowchart Campaign Impact Detailed Budget Call to Action
Meet the
TEAM Grand Media is a dynamic agency dedicated to fulfilling the unique needs of our clients. Our expertise exceeds our seniority, and we pride ourselves on delivering insights that grow the brands we represent. Headquartered in the heart of Texas, we help our clients break through the clutter by providing custom-fit strategy and execution. We strive to make the most out of every opportunity, and we thank Bumble for entrusting us with this one.
Christian
Kenoly
Emily
Wuetcher
Janvi
Shah
Rachel
Margolin
Christine
Liu
Rudy
DeBellis
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Executive SUMMARY Bumble Bizz has centered their service as the new, casual way to network, without all the formalities and anxieties of traditional networking. Bumble Bizz has created a foundation for growth, Grand Media is prepared to capitalize on the potential. Grand Media has created a multi-faceted and analytical plan that will deepen the roots of the current Bumble Bizz user as well as garner new and meaningful acquisitions. Utilizing primarily digital platforms, along with supplemental activations and events will bring Bizz to the front line. The three wave campaign will be pioneered first through authentic out-ofhome marketing, second through conversion-prioritized advertising and lastly by expressing the Bizz personality to cement meaningful relationships with users. Furthermore, engagement through social media will create effective avenues of communication directly to the target market of people who need positive networking most and will allow for genuine conversation. By positioning Bumble Bizz as the new wave approach to business connectivity, young professionals will recognize the importance of female-driven networking. Reaching the target market of eager millennials ages 21-34, Bizz will be centered as the signal of a new and progressive societal mindset. This campaign is not about gaining frivolous acquisitions, it’s about creating sustainable connections and developing a unified brand personality.
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Campaign SCOPE This campaign aims to foster a deeper relationship between Bumble Bizz and users through inspiration and self-actualization. Grand Media is introducing Bizz to a new market and developing a brand story around empowerment.
Increase experiential efforts to keep Bumble Bizz at top relevancy in the Pacific Northwest
Help Bumble Bizz maintain a top-of-mind status in the Pacific Northwest using an omnichannel strategy.
Position Bizz as a branch of the larger Bumble organization that infuses female empowerment into professional networking.
Foster a deeper relationship with users on a professional and personal level through commercial advocacy.
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From yellow to RED. Networking doesn’t exist in a vacuum. Throughout history, sexism has played a significant role in the devaluing of women in the workplace. Traditional networking is still a boys’ club, and women are fed up1. Our goal is to incentivize current Bumble users and newcomers to fight office misogyny and demand more from their professional world. Bizz is making a statement by positioning itself as the premiere networking app for the modern millennial feminist. From impactful guerrilla marketing to CEO kickboxing seminars, Bizz will motivate women and men alike to create solid, safe connections to help them achieve their professional goals. Bumble has created spaces where women have control. It started with romantic interactions, then platonic relationships and now the workplace. Grand Media is prepared to continue this powerful legacy. Bumble Bizz isn’t yellow. Bumble Bizz is red, and from the onset, this campaign will make it known.
1. https://www.forbes.com/sites/lizelting/2018/07/27/how-to-navigate-a-boys-club-culture/#3ba9e8b44025
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december 2014
THE RELEASE OF BUMBLE
The
Bumble is launched by Whitney Wolfe Herd as a dating app where women make the first move.
BRAND Bumble is recognized as the cheerful, yellow dating app that has reduced the power disparity in the dating world to the benefit of women. Bumble’s previous media efforts have been centered around empowerment, intersectionality, and kindness. Entering new connectivity streams has largely been successful, and more people are recognizing Bumble’s feminist role in social networking.
march 2016
LAUNCH OF BUMBLE BFF
With three years of success under their belts, Bumble expanded their business model to include a space where women could swipe to find potential friends. march 2017
The
LAUNCH OF BUMBLE BIZZ
PROBLEM Since Bumble originated in 2014, the idea that it’s exclusively a dating app has been the dominant narrative. People are confused about how Bumble Bizz works, and they are apprehensive of adoption, fearing unintentional crossover between the modes. There is also the issue of online networking monopoly. Bumble Bizz is entering a marketplace where the 25% of all people that do network know of only a select few companies, like LinkedIn.
After success with Bumble Date and Bumble BFF, Bumble launched an additional feature for location-based networking following the same business model and swiping method. march 2019
PRESENT DAY
Even with the success of Bumble Date and Bumble BFF, Bumble Bizz is still facing challenges breaking into the professional networking market.
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SWOT Bumble entered the contemporary dating paradigm and shattered social norms of gendered romantic interactions. Bumble thrives on innovation. Our goal is to maintain the original philosophies of Bumble and transfer them into our media campaign for Bumble Bizz. Bumble puts women first. Plain and simple. Additionally, with the rise of #MeToo and awareness of workplace sexual harassment, it is more crucial than ever to have a safe environment for women to network effectively, without compromising their safety.
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STRENGTH
WEAKNESS
»» Bumble Bizz is a well established app with a significant reach.1 »» It has a differentiated “women first” platform.2 »» It is pioneering gamified networking, as preferred by millennials.3 »» It has potential user base for Bumble Bizz conversion. 4
»» The no search feature may limit the full networking potential that other competitors provide.5 »» It stems aversion to centralized app with dating and business networking. »» It creates individual connections and not a unified network of people. »» The swiping feature can create a superficial atmosphere.6 »» It alienates the older demographic that may not be as technologically inclined.7
OPPORTUNITY
THREATS
»» The target market is eager to adopt newer platforms and technologies.8 »» There is high potential to partner with women’s programs and networking events.9 »» It can position itself based on the preferences of millennials that dislike traditionalism.10 »» It provides a great platform for people looking for short term employment including for freelancers and creatives.
»» LinkedIn, with over 500 million users, currently holds monopoly over the professional networking industry.11 »» There is no urgent need for casual networking. »» It is likely to lose users once the users find a stable career path and no longer find the need for Bumble Bizz.
1. https://expandedramblings.com/index.php/bumble-statisticsw-facts/ 2.http://fortune.com/2019/03/01/bumble-bizz-women-only-career-networking/ 3. https://www.forbes.com/sites/under30network/2016/08/02/3-ways-millennials-network-differently-than-their-parents/#4331a8306d4b 4. https://www.aol.com/article/finance/2017/10/04/women-focused-dating-app-bumble-just-launched-its-linkedin-killer-bumble-bizz/23232486/ 5. https://www.businessnewsdaily.com/10532-the-buzz-on-bumble-bizz.html
6. https://www.bbc.com/news/business-45419105 7. http://www.pewinternet.org/2014/04/03/older-adults-and-technology-use/ 8. http://www.pewresearch.org/fact-tank/2018/05/02/millennials-stand-out-for-their-technology-use-but-older-generations-also-embrace-digital-life/ 9. https://www.harpersbazaar.com/culture/features/a12765373/bumble-bizz-safe-career-netowrking-app-for-women/ 10. https://www.forbes.com/sites/under30network/2016/08/02/3-ways-millennials-network-differently-than-their-parents/#4331a8306d4b 11. https://www.omnicoreagency.com/linkedin-statistics/
Competitor ANALYSIS Shapr is a networking app that allows users to discover professional connections in their area by swiping left or right on potential matches. Each day a machine-learning algorithm suggests 15 relevant people to meet based on the user’s Linkedin integrated profile and interests.1 If both individuals swipe right, either gender can make the first move to start a conversation. Shapr is currently positioned as a resource for finding a new job or hire, making friends and networking. The user base is primarily younger millennials who are already familiar with the app’s platform, which has a similar interface to Tinder or Bumble.2 The company’s motive is to spark meaningful professional relationships in a more authentic way than on LinkedIn by connecting users who share similar goals.3
LinkedIn is a professional social networking website with over 500 million users worldwide4 and has established itself as the premier medium for professional networking, recruiting, competitive intelligence and business development. Each profile on LinkedIn serves as an online resume where users present their professional highlights and achievements. Users also have the option of going beyond their resumes through post updates, blogs, photos and videos. LinkedIn gives users the opportunity to connect with professionals in their network and also helps them seek out newer connections in the desired industry through their search option. The current user base of LinkedIn is much wider than the other networking tools in the industry and caters largely to individuals between 18 to 54 years old. LinkedIn’s motive is to empower the world’s professionals and create a digital map of the global economy to connect talent with opportunity.5 Opportunity is a business network that uses a matchmaking algorithm to connect their users with other professionals who can provide employment, sales, networking and relationship opportunities. Users get notified each time someone in their existing or potential network posts sales or job opportunities that match their needs. Opportunity also gives its users a chance to build mutually beneficial personal and professional relationships to broaden their network.6 With over 1 billion opportunities discovered, 85 million professionals referred and connected, Opportunity currently has over 2 million users from over 190 countries in different industries who are looking for sales leads, new job opportunities (or job candidates) or those that simply wish to grow their network.
1. https://shapr.co 2. https://www.fastcompany.com/3041091/this-startup-intends-to-be-an-intimate-version-of-linkedin-with-more-meaningfulwork-connect 3. https://www.thetalko.com/exclusive-interview-shapr-free-app-professional-networking.
4. http://simplyanalytics.com 5. https://careers.linkedin.com/culture-and-values 6. https://myopportunity.com
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Geographic FOOTPRINT
WA
Portlandia fame aside, the Pacific Northwest has been gaining traction as a destination for ambitious young professionals who crave its mid-sized cities, progressive values,1 and expansive list of industries. Its denizens are unwilling to compromise on their professional goals, and understand that the future of employment hinges on who they know.
OR
The region is home to a number of colleges and universities, with the two most important being University of Oregon, located south of Portland in Eugene, and the University of Washington, located in the heart of Seattle. These Pac-12 powerhouses produce dynamic talent in a region with some of the highest occupational variety in the country.2 There’s the booming tech and startup sector, the birth of American air power in Boeing, some of the most powerful apparel brands on the planet, the sustained agriculture, the thriving creative presence— the appeal of the region lies within this diversity of fields. Bumble Bizz is the platform to service the diversity of the region, and the opportunity to assert itself as the networking app for the multifaceted progressive professional is in verdant slopes of Cascadia.
Seattle3
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Portland3
Spokane + Eugene
primary market
primary market
secondary markets
»» »» »» »»
»» »» »» »»
»» High amount of emerging young professionals »» Respected educational institutions create high amounts of graduates in business, management, marketing, and related fields4
32.95% total population aged 18-34 34.83% bachelor’s attainment High index for “new movers” market segment High amount of active job seekers 31.31%
1. https://newrepublic.com/article/151146/rise-west-coast-democrat 2. https://www.usnews.com/best-colleges/university-of-washington-3798 3. https://simplyanalytics.com 4. https://www.usnews.com/best-colleges/gonzaga-university-3778
29.55% total population aged 18-34 26.82% bachelor’s attainment High index for “new movers” market segment High amount of active job seekers 28.57%
Target MARKET Sex: Male + Female Age: 21 to 35 Young Professionals (21-25) Young Professionals are recent graduates and pacific Northwest transplants who want to break into a new industry. They are less established and more active on Bumble Bizz as they are willing to connect with anyone. They are more engaged on social media than average. They are driven by ambition and want to take the world by storm and learn from all the people they can find on the app. As a young entrepreneur, the Young Professional is actively looking for mentor-esque connections on Bumble Bizz.
Established Professionals (25-34) Established Professionals are entrepreneurs and business professionals. They have already broken into their chosen industry, but want to move up. Through Bumble Bizz, they are looking for a young mentee who can also provide them with a fresh perspective. Established Professionals are inspired and empowered, they are ambitious and proud of their work. They live in urban homes and have a mid-scale income. They have a highset of household technology, likely does not have kids and is a college graduate. 11
No front REQUIRED. The citizens of the Pacific Northwest will realize there is “No Front Required” on Bumble Bizz. It is not encouraging anyone to be cavalier in how they network, but encouraging them to be themselves and be vocal about their professional growth. People doing business in the region don’t want to be pigeonholed. They want to make connections in and outside of their own industry, specialize and de-specialize and not compromise on their own goals. Millennials are more aware than ever of the systemic gender based barriers that plague the networking world, and they are actively seeking out options to address it. Bumble Bizz can be the premier platform for women and other progressive individuals who want to expand their skill set and create their own opportunities in a unprejudiced space, where they’ll be judged by who they are and the work they do, not the arbitrary completion percentage of their profiles.
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Campaign SCALABILITY 28% of Americans have used a smartphone as part of a job search, and half of these “smartphone job seekers� have used their smartphone to fill out a job application.1
61% of professionals say that online networking leads to jobs.4
1. http://www.pewinternet.org/2015/11/19/video-smartphone-job-seekers 2. http://theconversation.com/why-feminism-still-matters-to-young-people-91299 3. http://knowledge.insead.edu/women-in-business/your-rolodex-matters-but-by-how-much-depends-on-your-gender-3862 4. https://news.linkedin.com/2017/6/eighty-percent-of-professionals-consider-networking-important-to-career-success
Feminism matters more to millennials than other generations.2
Women often network more than men, but recieve less of the benefits which leaves a gap in the networking platform market.3
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Media OBJECTIVES Wave I: Educate May The campaign will kick off with a bang. This wave will begin and end in May with the goals of building brand awareness and generating buzz through Guerrilla marketing and an organic media push. Bumble Bizz will achieve this by installing out-of-home assets such as wallscapes with staggering statistics and activations including murals in high traffic downtown locations of Seattle and Portland. These experiential tactics will generate conversations surrounding Bumble Bizz and what the brand stands for. Efforts will be supplemented by geo-targeting banner ads to individuals exposed to the placements. Promoted Facebook and Instagram posts that will further increase campaign awareness and reinforce Bumble as a brand that wholeheartedly believes in empowering women.
Wave II: Mobilize June-September The second wave of the campaign will be focused on increasing app downloads and Bumble Bizz acquisition conversions. This wave will take place from June until September and will be the most heavy up phase in terms of media efforts. The launch of the second wave will take place through programmatic native, out-of-home transit advertising, app store marketing and paid social ads, which will further be supplemented by over-the-top commerical spots, Spotify audio and influencer marketing in both primary and secondary cities. These efforts will help Bumble Bizz increase reach and stay top-of-mind for the target market. Bumble Bizz will also be launching a Kickboxing Series in Seattle and Portland, supplemented by social media promotion, in an attempt to break ground on the perception of the brand and help people see Bumble as fiercer than ever before.
Wave III: Revolutionize October-December
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The final wave of the campaign will be solidifying the newly transformed and recently acquired users to make sure they remain engaged. The third phase will commence with a Women’s Hackathon in partnership with Girls Who Code. Other efforts in this phase will include continued digital and out-of-home efforts, which will be tailored to the new content strategy. The campaign will be finalized by giving spotlights to users and showcasing their success stories on Bumble Bizz and through the events hosted. This wave will attempt to create a deeper brand personality to encourage users to remain active and continue empowering other women on the app even after they’ve made innital connections.
Media OVERVIEW Audio
Digital
Paid Social
Influencer
Promoted Posts
OOH
Experiential + Activation
OTT
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Social Media Facebook 82 percent of 18 to 29-year-olds, and 79 percent of 30 to 49-year-old are on Facebook, making millennials their most popular audience1. Facebook advertisements in Wave II will focus on expanding reach and optimizing towards app downloads, with different creative messaging for the Young and Established professional target audiences. Wave III will implement a custom audience segment to reach the current base of users who have downloaded the app, with the focus shifting to retention and keeping current users engaged. Wave 3 messaging will focus on highlighting how Bumble Bizz has positively impacted professional networking and empowerment and encourage users to stay active. Instagram With an active user base consisting of 64 percent of 18 to 29-year-olds and 42% of urban dwellers,2 Instagram is an essential platform for reaching the target audience. Instagram messaging will mirror the Facebook messaging in Wave II and Wave III, but the creative content will focus on reaching users on their mobile devices. Users primarily access Instagram on their phone, providing an ideal opportunity to emphasize app downloads. Promoted Posts In addition to the two flights dedicated to advertising on Facebook and Instagram, promoted posts will be implemented to increase engagement and reach of organic content and event promotion. Promoted posts will keep Bumble Bizz’s efforts to bring a inclusive, female empowered networking space top of mind, while also spreading awareness of the Hackathon and Bumble Kickboxing Series. The budget allocation of promoted posts will change week to week depending on content. Snapchat The Bumble Kickboxing Series and Hackathon events will both incorporate branded Snapchat filters. The filter will spread brand awareness to participants’ friends as they share their experience.
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1. https://blog.hootsuite.com/facebook-demographics/ 2. https://sproutsocial.com/insights/new-social-media-demographics/#Instagram
Digital Over-The-Top Commercial Spots 90 percent of of users 25-34 access TV content from the internet,1 while 50 percent of all internet users access an online video subscription service at least one a week.2 Utilizing OTT :15 and :30 video spots will enable Bumble Bizz to reach the target age demographic as they watch TV shows through apps or subscription services on their computers, mobile devices, or connected TVs, while eliminating the waste of exposure to non-target audiences. The audience will be further segmented using psychographic data to reach recent college graduates and working professionals. Programmatic Sponsored Content Programmatic sponsored content will be displayed to our target audience on websites they already visit, such as Huffington Post and Slate. These native looking placements will be presented in an easily digestible listicle format, with titles such as “10 Ways for Women to Network at the Next Level,” and include a call to action encouraging viewers to download the Bumble app. 45% of users believe business related sponsored content adds value to their experience on a website, making this medium an effective tactic for reaching the target in a less intrusive manner while continuing to spread a message of empowerment.3 Geo-Targeting Display Ads When an individual is exposed to a guerrilla advertising tactic, such as when they walk past an installation, the area will be geo-fenced and their device information will be be recorded. Mobile banner ads reinforcing Wave I tactics and Bumble Bizz branding will be displayed to those in our target age range who have already been exposed to the guerrilla placements, furthering curiosity and driving brand awareness. App Store + Google Play When an individual is exposed to a guerrilla advertising tactic, such as when they walk Bumble Bizz will run sponsored search ads on the App Store and through the Google Play Store to increase visibility of the app. With an average conversion rate of 50%, this an effective way to generate direct downloads. Search ads will appear at the top of search results as a banner after users type in phrases such as “networking,” “mentor,” “mentee,” “professional connection,” “professional networking,” etc. 1. http://www.thevab.com/wp-content/uploads/2018/03/OTT-Ecosystem-Overview-Final.pdf 2. http://www.thevab.com/wp-content/uploads/2018/03/OTT-Ecosystem-Overview-Final.pdf 3. https://www.statista.com/statistics/524813/percieved-value-of-sponsored-content-to-readers-us/
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Audio Spotify 72% of all weekly Spotify streams are by millennials,1 who are listening to Spotify throughout the day as a constant companion to their daily lives.2 Advertisements will feature :15 and :30 audio insertions with companion banners, which will run for 21-34 year-olds listening to indie pop, pop and alternative music. Wave II messaging will encourage listeners to download the app and raise brand awareness. Wave III messaging will feature expressive testimonials from Bizz users, which will further attach brand sentiment.
72% of all weekly Spotify streams are by millennials.
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Influencers More consumers are looking to influencers, big and small, for input on what events to attend and products to invest in. By partnering with female Instagrammers, Bumble Bizz will create valuable influencer relationships which will result in branded content that the targets will trust. For this campaign, Bumble Bizz will partner with lifestyle, fitness and tech influencers.
Seattle Influencers
Portland Influencers
Lifestyle Molly Clifton (@stylemissmolly) Kate Sommer (@katesommer) Ashley (@teacherdresscode)
Lifestyle Sarah Jeong (@sarahjeong) Evyan Whitney (@evyan.whitney) Kelsey Stacy (@kelseymstacy)
The lifestyle influencers will be utilized throughout the extent of the campaign to promote events and share their own empowering experiences with Bizz. However, the fitness and tech influencers will be engaged more specifically during the weeks prior to Bumble Boxing and the Hackathon, to promote additional buzz and drive foot traffic.
Fitness Mollie Ruiz-Hopper (@mollieinseattle)
Fitness Kiara Madisen (@kiaramadisen) Alyssa Blessing (@alyssa_blessing)
Tech Samantha (@hemleva) Flora Law (@thefloralaw)
Tech Jessica Rachburg (@jessicarachburg)
The influencer program will be used to create more genuine connections with users on social media platforms and raise brand awareness, ultimately leading to more app downloads. The influencer posts will engage the target audience in an impactful way that will generate professional self awareness and empowerment.
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Out of Home Wallscape / Bulletin— Seattle & Portland Business districts Foot traffic is higher in other areas of Portland and Seattle, but it’s imperative to meet professional demographics where they work, not where they play. The population density of downtown Seattle and Portland exceeds 5000 per square mile. These messages supplement the Guerrilla efforts during Wave I by delivering a high number of impressions and generating campaign awareness. Transit Advertising Seattle: Seattle’s transit usage is climbing, but doesn’t quite match that of Portland. The use of exterior advertising along downtown routes will steadily increase reach during active flights. Seattle’s transit advertising will not begin until the later half of the campaign, as grand media wants to capitalize on the University of Washington student population during the fall semester.3,4 Portland: Public transit is used by a sizeable amount of commuters. Exterior advertising on routes traveling through high population areas will generate a high amount of impressions, while the use of interior transit advertising on both buses and trains can reach the working population as they start their day in surrounding counties.5 Surrounding Cities - Eugene + Spokane: Transit advertising will be used to reach rising seniors and soon to be graduates of Gonzaga University and the University of Oregon, who fall into Bizz’s younger target demographic, who are making their first foray into the world of professional networking. 4 weeks of continuous messaging during June will reach targets during the the end of the school year, while pulsing messages will reach them over the course of the fall semester.
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1. https://www.adweek.com/brand-marketing/infographic-what-marketers-need-know-about-millennials-music-habits-170869/ 2. https://spotifyforbrands.com/nl-BE/news/the-new-audio-2017-spotifys-reach-in-the-us 3. http://mynorthwest.com/1131838/seattle-public-transit-high-income 4. https://seattle.curbed.com/2018/2/28/17060470/seattle-transit-ridership-crowding-service 5. https://www.oregonmetro.gov/news/you-are-here-snapshot-how-portland-region-gets-around
Activations Guerrilla Marketing
The Bumble Wall
Where: Portland + Seattle When: Wave I
Where: Portland + Seattle When: Wave I-III
Shocking statistics about women’s disadvantages in networking and the workplace, along with the Bumble logo will be stenciled in semi-permanent spray paint on sidewalks and walls in the two primary cities. The statistics will be strategically placed in areas where there is pedestrian traffic commuting to work. The statistics might include facts such as “there are fewer female CEOs of Fortune 500 companies than there are CEOs named James”. 1 Geo-fencing ads will reinforce this messaging by serving banner ads to individuals who have been exposed to the guerrilla placements. The suprising nature of this content will generate buzz and reinforce Bizz’s brand image before transitioning into Wave II efforts. In addition, the message of empowerment will encourage users to stay engaged.
Local female artists will paint two murals, one in Portland and one Seattle that feature likenesses of powerful women. It will inspire viewers and remind them of the women who have made a difference through their work, including figures such as Ruth Bader Ginsburg, Eleanor Roosevelt, Angela Davis, Malala Yousafzai and Sheryl Sandberg, while including copy that encourages viewers to download Bumble Bizz. Wall murals are an effective way to way to advertise, because they reduce clutter by creating an emotional bridge between the brand and the audience.2 The nature of a colorful, aesthetically pleasing mural will encourage social media sharing, further spreading Bumble’s message of female empowerment and ultimately drive users to the app.
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Experiential Bumble Kickboxing Series Where: Portland + Seattle When: Wave II Bumble Bizz will host kickboxing classes once a month in both Portland and Seattle, which are ranked number two and four for healthiest cities in the US respectively.1 This event will host a new CEO or industry professional each time to draw audiences. Millennials value experience2 and this event works to enhance the networking process while reducing a sense of awkwardness that impersonal networking can create. A casual environment like gym creates a less intimidating space which allows for genuine connection among attendees, encouraging people from every background to get outside their comfort zone to promote a sense community and empowerment. By attending this kickboxing event, the target audience will have fun and making significant connections, driving home the idea that networking with Bumble Bizz is not daunting. Bumble will partner with two local kickboxing gyms, Seattle Boxing Gym and Northwest Fighting Arts, to put on the event the first Saturday of every month. Each event will feature a Bumble Bizz smoothie bar with cocktail tables allowing attendees to socialize after the workout session, healthy cool-off drinks in hand. Each attendee will also receive a pair of Bumble gloves as a complimentary gift. The event and featured guests will be promoted on social media through paid promoted posts prior to each event. Participants are exclusively Bumble Bizz users and will even be motivated to find sparring buddies through the app.
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1. https://wallethub.com/edu/healthiest-cities/31072/ 2. https://www.forbes.com/sites/blakemorgan/2019/01/02/nownership-no-problem-an-updated-look-at-why-millennials-valueexperiences-over-owning-things/#7a3428d0522f
Women’s Hackathon Where: Seattle When: Wave III (October) It is no secret that the tech world is dominated by men, and the few women that are in the industry are often subjected to discrimination, sometimes overt and other times subtle and systemic.1 More women in tech are looking to form a community that will encourage and empower women in the industry2 and Bumble Bizz can help achieve just that. Seattle, which is one of the upcoming hub’s of the tech industry in the United States,3 has twice the amount of women than the national average of women in tech. By partnering with an organization like Women Who Code, which has a strong Seattle base and a reach in the tech community nationwide, Bumble Bizz will organize a women’s hackathon in Seattle. With more than 38K likes on their facebook page and over 10K followers on Instagram, partnering with Women Who Code for the women’s hackathon will instill a strong relationship with a new target audience of ambitious women in tech. The hackathon establish Bumble as a true brand of female empowerment, thus attaching a strong sentiment to our brand. This event will also be covered by the press and guaranteed to generate buzz through word of mouth and engagement through Bumble and WWC, increasing brand awareness. It will provide an opportunity to create authentic advertising assets like video content for further promotional activities. This technology minded population will be seen and inspired in an engaging way.
1. https://www.nbcnews.com/news/us-news/half-women-stem-have-experienced-gender-discrimination-work-study-finds-n836116 2. https://www.npr.org/2019/02/07/692328192/brave-not-perfect-speaks-to-the-scarcity-of-women-in-tech 3. https://www.geekwire.com/2017/look-bay-area-seattle-rises-2nd-best-tech-city-u-s-passing-washington-d-c
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Media MEASUREMENT Flight
24
Tactic
KPI
2
Programmatic Native
Brand Awareness and App Conversion
2
Apple App Store
App Conversion and Message Dominance
2
Google Play App Store
App Conversion and Message Dominance
1
Geo-Targeting Digital Display
Brand Awareness
2, 3
OTT/Connected TV
Brand Awareness and App Conversion
2, 3
Spotify
Brand Awareness and App Conversion
2
Influencer
Foster Buzz and Brand Awareness
2, 3
Facebook Ads
Brand Awareness and App Conversion
2, 3
Instagram Ads
Brand Awareness and App Conversion
1, 2, 3
Facebook + Instagram Promoted Posts
Drive Experiential Traffic and App Conversion
2
Snapchat Filters
Brand Awareness
2, 3
Transit Advertising
Brand Awareness
1
Wallscape/Bulletin
Brand Awareness
2
Kickboxing Series
Reinforce Brand Image, Drive Experiential Traffic, Create Unique Contact Points
1
Guerrilla Marketing
Create Unique Contact Points and Foster Buzz
3
Hackathon
Create Unique Contact Points, Foster Buzz and Drive Experiential Traffic
1, 2, 3
Mural
Drive Experiential Traffic and Foster Buzz
Budget BREAKOUT By Phase
By City
By Tactic
25
Media FLOWCHART
26
27
28
Campaign IMPACT
Total Impressions 45,168,933
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Detailed BUDGET
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1. https://digiday.com/media/search-native-advertisings-new-pricing-models 2.https://splitmetrics.com/blog/apple-search-ads-cost/ 3. http://www.businessofapps.com/ads/cpi/research/cost-per-install/ 4. https://katana.media/blog/programmatic-buying-101-value-cost-efficiencies/ 5. https://digiday.com/marketing/advertisers-think-just-like-buying-digital-myths-connected-tv-advertising/ 6. https://blognife.com/2018/06/11/spotify-cpm-rates-2018/ 7. https://digiday.com/marketing/marketer-cheatsheet-state-influencer-marketing/ 8. https://www-statista-com.ezproxy.lib.utexas.edu/statistics/829477/cpc-facebook-advertising-campaigns-by-objective/ 9. https://www-statista-com.ezproxy.lib.utexas.edu/statistics/872579/cost-per-click-oninstagram-countries/
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10. https://strikesocial.com/blog/snapchat-cost/ 11. http://www.lamar.com/InventoryBrowser 12. http://www.lamar.com/InventoryBrowser 13. https://www.groupon.com/local/seattle/boxing-and-kickboxing 14. https://www.lazerdesigns.com/custom-spray-painting-stencil-02-20mil-thick 15. https://meetingtomorrow.com/pricing-thank-you?submissionGuid=2e085c947c66-40ed-951d-39639917d66c 16. Mural https://www.fixr.com/costs/paint-wall-mural 17. http://links.lamar.com/transit/ratecards/OR_Portland.pdf 18. http://www.lamar.com/Portland/InventoryBrowser 19. http://links.lamar.com/transit/ratecards/OR_Eugene.pdf
Let’s do this. It is difficult to alter the perception that networking is cold, but we believe the unique platform of Bumble Bizz is the key to competitive differentiation. The campaign will show driven progressives that Bizz has retained the female-priority features of Bumble 1.0 that carried it to global relevance, while sparking conversations about the status of women in the professional environment. Customers will not so much “redefine� the practice of networking, as they will engage the professional world on their own terms. Bumble Bizz is ready to reintroduce equity into the networking space, which can often feel like begging, rather than a mutually beneficial exchange of information. It really can be a drag, and consumers are ready a change. By the end of December, expect the target audience to know that Bumble Bizz is that change.
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