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“Thirsty Enough” Marketing Plan Target Audience: ·Columbia ·Greater Chicago Area ·Other Schools within Chicago (Depaul, Loyola, Northwestern, UIC, Roosevelt)
Marketing Capabilities Checklist: · Tier 1: Friends and Family · Tier 2: Network · Tier 3: Outside Your Network Strategy: · Release footage that builds up to audience finding out which person makes it (dancer, artist or B-ball player) To Generate Our followers: ● Introduce “What is Sprite Films” ● Why is Sprite Films important to Columbia? ● Introduce Thirsty Enough ● Feature weekly posts about the 3 main guys behind the creation of Thirsty Enough ● Present behind-the-scenes footage of Sprite Films to build interest ● Interviews with Crew and actors of the making of the film ● interview content of the other two actors & what makes them thirsty Things to save for Phase 2: ● release of the basketball player being “the star” of the film ● deeper interview with DJ, the bball player, about his experience and his thirst Approvals and Procedures: See Content Calendar for needed approvals Dates approved: Phase 1: Prior to Film Launch
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February 17 – March 23 EVENTS (Outside of School) *** MOVE TO PHASE 2 DATE
EVENT TITLE
ACTIVATION
RESPO NSIBILI TY
CONFIRMATION
Promotional Event
3/24/14 - 3/31/14
March Madness
Promotional event by Cassady TBD Motion Unlimited Wile
Biggest Mouth
Guerrilla Marketing
EVENTS (On Campus) *** MOVE TO PHASE 2 DATE
EVENT TITLE
3-18-14
ACTIVATION
RESPONSIBILI TY
CONFIRMATION
Cupcake Social Like FB, Get a free Sprite cupcake
R25-
TBD
TBD
Student organizations showcasing videography and
2/23/14
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animation Content Needed: ● 8 custom made t-shirts (Monica) ● Posters (Mikayla) ● Cupcake ingredients ● Fliers announcing cupcake social (out one week before event: 3-10-2014) SOCIAL MEDIA Frequency: 4X a Week, via Tumblr- re-posted to twitter & Facebook. Instagram- 4X a week- shared on Facebook & Twitter. Tracking: https://drive.google.com/a/loop.colum.edu/?tab=mo#folders/0BwkR2DoyWyXu S1ZUYXpUWVpCSms (Natasha) Personal Network Size: FB: 10,000 Twitter: 1,700 Instagram: 3,000 Matt Kruger*** has 1,000 FB Friends SITE NAME
LINK
RESPONSIBILITY
HUB: Tumblr
thirstyenough.tumblr.com
Monica & KaDee
Twitter: @ThirstyEnough
twitter.com/ThirstyEnough
Nya Jones
Instagram: ThirstyEnough instagram.com/thirstyenough
Emily Block
Facebook: Thirsty Enough
Nya & Emily
facebook.com/thirstyenough
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Instagram:
NA_TA_SHA_92 Muchalu Jannarie evearteaga ryanpbuckley arrrforney mercedes_maybach nathanraywho natalie_aa therealblainebaker kubrickandmortar kadeelaura hyperboleblues
Natasha Ivanov Monica Chapman Jannarie Gaston Evelyn Arteaga Ryan Buckley Rob Forney Mercedes Jones Nathan Salter Natalie Abraham Blaine Baker Jeff Warner KaDee Ellis Mark Winters
Facebook:
https://www.facebook.com/nyajone spr facebook.com/mikayla.bump facebook.com/JannarieG facebook.com/moni.chapman facebook.com/ohyeahhaarann facebook.com/kenneth.detterline facebook.com/arteaga.evelyn facebook.com/ryanpbuckley facebook.com/rob.forney facebook.com/emily.turner.792 facebook.com/jax.sirotiak facebook.com/nathan.salter.754 facebook.com/natalie.abraham2 facebook.com/suzie.liang faceboook.com/lzkennedy facebook.com/stephen.justus.7 facebook.com/blaine.baker.9 facebook.com/taylor.ayers.79 facebook.com/jeffrey.warner1 facebook.com/beccy.perkins.1 facebook.com/mark.winters.5 facebook.com/kadee.laura
Nya Jones Mikayla Bump Jannarie Gaston Monica Chapman Aaron Brokenbough Kenneth Detterline Evelyn Arteaga Ryan Buckley Rob Forney Emily Turner Jax Sirotiak Nathan Salter Natalie Abraham Suzie Liang Elizabeth Kennedy Stephen Justus Blaine Baker Taylor Ayers Jeff Warner Rebecca Perkins Mark Winters KaDee Ellis
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Twitter:
@yeahharann @Muchalu @Natasha92ivanov @splicegirleve @ryanpbuckley @slushfootjones @mercedesbenzo11 @NathanRayWho @natalie_aa @KadeeLaura @NyaJStyles
Aaron Brokenbough Monica Chapman Natasha Ivanov Evelyn Arteaga Ryan Buckley Rob Forney Mercedes Jones Nathan Salter Natalie Abraham KaDee Ellis Nya
School Pages:
Twitter: @ColumAlum @ColumbiaChi @CCChronicle @cccaemm @AEMMPHipHop @AEMMPRock
Columbia Alumni Columbia (Main Account) Columbia Chronicle AEMM Department AEMMP Hip Hop Division AEMMP Rock Division
Columbia Home Page
http://www.colum.edu/
WEBMASTER
AdClub Columbia
www.facebook.com/AdClubColumb iaCollegeChicago
Natasha Ivanov
Frequency TV
www.facebook.com/frequencytv
Kelsey Cornell
Driving Fans/Followers: Facebook: Respondent- Nya, Secondary- Natasha ● Cupcake Social : Like our Page & you get a free cupcake! (campus event) ● Student Organization pages- ask them to post an ad to “Like” the “Thirsty Enough” FB page on their own pages twice within the next month ● Members personal pages- Monitor those who are important/high in followers/ ❖ Matt Kruger ❖ Rob Forney
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❖ ● Create a Facebook “Vote” competition/ sweepstakes (phase 2) Instagram: Respondent- Emily, Secondary- Natasha - Personal pages of crew, actors, marketing team Rob Forney & Mark Winters- - for week of CinemaCon, post personal photos to Insta. - Utiltize 15 sec. videos about the ride to the premiere - Behind the scenes photo releases - Hashtag sweepstakes - Shoutouts from Voters for chance to win Sprite products Twitter: Respondent- , Secondary- - Personal Pages, using hash tags and behind the scenes photos - School Pages. Example: tweet at Columbia College Chicago for reposts Tumblr: the HUB of “Thirsty Enough” Respondent- KaDee, Secondary- Monica Hashtag Master List: #SpriteFilms #ThirstyEnough #ColumbiaCollegeChicago #AreYouThirstyEnough #TheThirstIsReal #ThirstGoesHere #Sprite Content Needed: · Images ● Mini-vids that we can make into instagram snippets ○ Bloopers ○ Emotions ○ Relationships that are created ○ Casts “Thirst”
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○ Directors “Thirst” ○ constant behind the scene updates, so that can copywriter can generate copy to match the content (Jannerie) CELEBS: viral/youtube personalities here. (phase 2) NAME
RELEVANCE
ASK
RESPONSIBILI TY
CONFIRMATIO N
Oprah
Emily’s father is -Shout out. friends with producer -Tweet -Facebook
Emily
XX
Val Warner
Windy City Live Co-Host
Natasha (or PR XX Agency reach?)
-Live shout out -Twitter -Votes
EMAIL Outside Mailing List Sources: SOURCE NAME
LIST SIZE
SUBJECT
QT
RESPONSIB ILITY
CONFIRMAT ION
Student Organization Council
TBD
Student Programing Board
TBD
Columbia Marketing Department Email List
TBD
-Announcing Social Media Pages to Follow - Feature stories from BTS
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Office of Alumni Relations
TBD
Insert social media pages and tumblr post into weekly emails.
TBD
Student Org: AdClub Columbia
240
Insert social media Weekly pages: each week (phase 1 & insert stories from 2) Tumblr to emails
YES.
Student Org: Muggles Association of Columbia
346
Email on Social Weekly Media pages and (Phase 1&2) links to stories from Tumblr
Yes
Student Org: Columbia Whovians
280
Email on Social Phase 1&2 Media pages and links to stories from Tumblr
TBD
Student Org: Common Ground
TBD
Email on Social Media pages and links to stories on Tumblr.
Phase 1 & 2
TBD
Student Org: BSU (Black Students Union)
TBD
Email on Social Media pages and links to stories on Tumblr.
Phase 2
TBD
Student Org: XC3ND Show Choir
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 1&2
TBD
Student Org: Black Film Society
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 2
TBD
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Student Org: PRSSA (Public Relations Student Society of America)
TBD
Email on Social Media pages and links to stories on Tumblr
Student Org: Improv Club
TBD
Student Org: Intervarsity Christian Fellowship
Phase 1&2
Introduction of Phase 2 social media pages
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 1&2
Student Org: ASO (Asian Students Organization)
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 1&2
RHA (Residence Hall Association)
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 2
Student Orgs: Hispanic Journalist of Columbia
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 1&2
TBD
Student Orgs: Latino Alliance
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 1&2
TBD
Student Orgs: Student Alumni Alliance
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 1&2
TBD
Student Orgs: Hillel
TBD
Email on Social Media pages and links to stories on
Phase 1&2
TBD
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Tumblr Student Orgs: The F Word
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 2
Student Orgs: ISO (International Students Organizations)
TBD
Email on Social Media pages and links to stories on Tumblr
Phase 1&2
TBD
Chicago International Film Festival
TBD
Email on Social Media pages and links to news stories on the film
Weekly
TBD
CIMMFest
TBD
Email on Social Media pages and links to news stories on the film
Weekly
TBD
Content Needed: ● Announcing who the students are from columbia ● Building their ^^ story for a news letter, getting background (use Bios) ● Video bios of the crew ● General awareness of all social media sites. ● Universal Flier, explains (in brief) the Thirsty Enough is CCC’s Sprite Film. Go Like FB & All other social media. PARTNERSHIPS NAME
RELEVANCE
ASK
RESPONSIBILI TY
CONFIRMATION
Mark Kelly
Columbia College
-Chance to promote
Emily
2/14/14
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Events Coordinator
Thirsty Enough -Add our Tumblr Posts to the Loop Mail
Starbucks
Promotional opportunity
- Gift Cards for sweepstakes and provide shoutout
Emily
TBD
Dunkin Donuts
-Gift card Advertisemen sweepstakes t Opportunity for voters
Emily
TBD
Jimmy Johns
Promotional Opportunity
-Gift card sweepstakes for voters
Emily
TBD
The Wit
Promotional Opportunity
Employee Newsletter
Mikayla
TBD
Joes Jeans
Promotional Opportunity
Newsletter and promotional advertisemen t
Jann
TBD
Content Needed: ● Gift cards ● Newsletter spot ● Small flyers to pass out ADVERTISING
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SOURCE
IMPRESSI ONS
CONTENT
PRICE
RESPONSIBI LITY
CONFIRM ATION
Columbia Chronicle
Graphic with social media hashtags
TBD Can get discou nt
Natasha
Informational Posters print/online
$100
Mikayla/Nata sha
Desktop Backgrounds
Digital
Info graphic to like our social media
free
Natasha
TBD
Cupcake Social Ads
Print & Digital
Free Cupcake to Like our FB page. Location “___”
Content Needed: - Graphic advertisement for The Chronicle · Advertisement for desktop background (sized) Viral:
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IDEA
DESCRIPTION
COST
WHAT IS NEEDED
DATE
RESPON CONFIRMA SIBILITY TION
Train take over
Ride train during peak business hours and hand out platform info
(postcards )
-Postcard s -crew
2/28/14
Aviva
Train Take-Over 2
Unusual people costumes -Crew enter red-line ($TBD) -costume train each stop, s wearing something that visually stands out (sprite colors)
3/16/201 4
Natasha KaDee
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SCHOOL SUPPORT: - Computer Lab desktop background change (Phase 2 preferably) Columbia Home Page- Feature Story Media: Public Relations includes of blogs, print, online and radio sources. If you question if something is considered media please contact Aviva Kleiner. All media is handled by R&C. No student is permitted to conduct PR outreach. That said, R&C will work as best as they can to support each team. Here is how
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you can help. Create a PR Wish List: Media Outlet
Contacts/Relationship if any
Columbia College Chicago Homepage
Steve Kauffman- D. of PR
Merlin Media LLC
Dan Pursel/ Promotional Coordinator
SPLASH Chicago Sun-Times
Nya interned with the magazine and has several contacts.
Internal communications · Internal Mailing List: Please create a crew mailing list so you are able to connect with everyone. Create a list and save it to the google drive folder. Make sure Aviva818@gmail.com has access to this. · Please understand that not everyone on the crew is a marketer so you have to go above and beyond to communicate Frequency: Key Timing: Note key dates. So you can make sure to get your communications out on time. These might be related to school or the program. Note team meeting dates that you would like to host. · 2/28: Final Exams · 3/30: Spring Break Communications List: MASTER CONTENT LIST: See Content Calendar Attached Graphic Design: Video: Photography:
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Budget: Consider costs of materials, etc and estimate your ideal budget. · ESTIMATED BUDGET: X · APPROVED BUDGET: XX Phase 1
ITEM
ESTIMATED COST
ACTUAL COST
Events
Cupcake Ingredients
$50
$32.36
Social Media
Partnerships
Advertising
Posters
$200
Viral
Costumes
$
TOTALS
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