INSTAPEER CAMPAIGN est 2014
delicous content
CHERRY W
E’
P
CRE AT I V E AGEN CY RE
YO
N O U R C H E R RY
PLANS BOOK
TO
EMIL ZAWATSKI
JAMIE LITTLE
BETSY LEIDAL
TAYLOR BROOKS
RACHEL NGUN
Project Manager
PR Wonder WIz
Media Champ
Interactive Lead
Creative Director
MISSION STATEMENT
We are the Cherry Creatives. We believe that every idea has a potential to thrive. We are a collective of Public Relations experts, Media planners, and designers, who all share the common denominator of hard work and creativity. Cherry Creative is the agency that will perfect your idea, and we are the cherry on top of your next brilliant campaign.
TABLE OF
CONTENTS
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Executive Summary
08
Situational Analysis
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Target Audience
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Marketing
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Public Relations
30 34 41 44
Advertising
Media Media Schedule Conclusion
EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY Our mission is to create top-of-mind awareness for Instapeer based on its unique qualities as well as to make Instapeer financially sustainable so it will be possible to remain free of charge.
Cherry Creative Agency has developed a six-month communications strategy to assist with the launch of the application Instapeer. We placed the majority of focus on a series of awareness strategies in order expand the community of users and increase familiarity within the healthcare community. Our primary target audience for the awareness strategies is young adults between the ages of 18 and 39 that have been diagnosed with cancer or are closely related to someone who has been diagnosed. After analyzing both primary and secondary research we have identified the target audience’s needs and wants in a social app, and we have worked to optimize in-app features to bring together the best qualities of the apps young adults use to create this super app. By improving its features, we will create lasting relationships with users. Our recommendations include increasing the online presence of the brand, creating a community of brand ambassadors, utilizing out-of-home advertising opportunities and establishing a presence at conferences and festivals. .
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The advertising and media recommenda-
tions convey the message, “Cancer happens. We’re here for you.” By using promoted and sponsored posts on Facebook and Twitter as well as creating an Instagram page, we will increase awareness of the app and its purpose: to provide a community for young adults affected by cancer. We plan to create flyers and strategically place them in waiting rooms at hospitals and doctors offices. Cherry Creative also suggests a PSA campaign on tele-
The advertising and media recommendations convey the message, “Cancer happens. We’re here for you.”
vision using celebrity brand ambassadors in between related programming such as the Red Band Society on FOX. Success can be measured with the use of the #Instapeer and #LiveLifeNotCancer hashtags as well as responses from an in-app survey
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Our Public Relations recommendations revolve around the idea of “Living Life, NOT
Cancer.” We recommend having a presence at interactive conferences and music festivals. These events are popular with the primary target and offer an opportunity to share the positive attitude of the brand and get Instapeer’s name into the tech world. We recommended a #LiveLifeNotCancer hair cut and style booth outside Coachella and (if successful) other music festivals where attendees could use the opportunity to raise awareness of young adult cancer and Instapeer. Participants will be encouraged to share images of their new do’s via Instagram using the hashtag #LiveLifeNotCancer or #Instapeer. A presence at interactive conferences such as SXSW, will be primarily beneficial to network with the tech community and potential investors.
We have chosen to target healthcare providers for the bulk of our fundraising efforts.
We believe taking a simple and personal approach will be the best option for this audience. Networking will be the strongest tool, and an Instapeer-sponsored banquet will provide an opportunity for beta users, potential investors and brand ambassadors to communicate about the benefits of the application.
Cherry Creative has carefully developed this plan in order to make a profound im-
pact on the development of Instapeer and change the way this community handles young adult cancer.
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SITUATIONAL ANALYSIS Instapeer is an application that satisfies a need beyond basic social sharing. The app creates connections between young adults that are in the midst of an incredibly difficult part of their lives. The creators at Stupid Cancer have realized that social connections are not easily accessible amongst young adults with cancer, and they are solving this issue with Instapeer. Cherry Creative’s job is to increase awareness for this app and why it is important as well as to generate funding to keep the app sustainable and free to all.
THE PRODUCT AND THE BRAND The app provides instant and anonymous peer support. This support can improve social well being and health-related quality of life to young adults with cancer. The focus of Instapeer is to defeat the loneliness and isolation of those affected by cancer by providing a virtual outlet to an audience that is familiar with using social networking apps and possibly prefers to communicate this way. The app is currently for iPhone only, and it allows users to develop a profile based on specific qualities they would like to share and find in others. It allows the user to filter their potential connections by age, gender, situation, etc. Users can request a connection with other users and after both users accept the connection they unlock the chat feature.
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THE USERS Based on a survey we conducted among young adults, 58% knew a young adult with cancer, and the majority stated the young adult they knew was a friend. Cancer in young adults is prevalent, but this group is often missed in society. Stupid Cancer made it their mission to bring attention to the young people that are facing this disease, and to give them a voice.
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THE ENVIRONMENT The social media space is important to the young adult age group. According to our survey, 60% of young adult participants’ preferred method of communication was by using their phone via messaging. It is a tool that keeps people connected whether they’re new acquaintances, they’ve known each other since they were toddlers, or have never met before. This app brings the normality and convenience of a social network application together with the assistance a peer support group can provide for someone dealing with severe illness. The big advantage that Instapeer has over their competitors is the niche market. Other social apps such as Facebook, Twitter, Yik Yak, and Tinder cater to EVERYONE. Instapeer is exclusively for young adults affected by cancer, and that common ground is what makes the app special.
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TARGET AUDIENCE
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PRIMARY TARGET
Our primary target audience is young adults (both male and female) between the ages of 18 - 39 that have been affected by cancer.
Greg is 23 years old and was recently diagnosed with leukemia. He is currently in graduate school in rural Montana. Greg is single and spends most of his time studying or working as barista at a local independent coffee shop. He enjoys binge watching television shows on Netflix, spending time outdoors with his friends, and has an active presence on Instagram. (He loves to share pictures of all of the Latte Art he makes.) Recently, he has been struggling to find someone who can identify with his illness, but he doesn’t feel like the recommended support groups at his hospital would be something he is interested in.
SECONDARY TARGET
We want to direct fundraising efforts towards doctors.This group has a passion related towards our cause and are more likely to be willing to invest in the platform.
Dr. Susan Miller is an oncologist at Beaumont Hospital in Troy, Michigan. She cares deeply about her patient’s well being, and does everything in her power to increase their quality of life. She is a mother of two teenage daughters and is actively involved in her community. She isn’t entirely technology-savvy, but her daughters keep her up to date with the latest and greatest phone apps. Susan sees a lot of young adult patients that need more peer support, but many are not interested in attending in-person group meetings. She wishes she could offer them a support system that they would be more comfortable with. 13
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MARKETING
MARKETING
RECOMMENDATIONS We know Instapeer is a great way to connect young adults affected by cancer in a comfortable and anonymous way. As we bring it to the market, we want to make sure the app will be sustained for further development and future years to come. In order to do this, it is not only necessary to build awareness among our users, but also to create partnerships with investors.
OBJECTIVES 1 . Create meaningful relationships with our target audience so that they will support the promotion of our app among our users by demonstrating the value of the app as a coping tool. 2 . Generate recommendations of Instapeer between healthcare providers and patients as well as peer-to-peer word of mouth. 3. Expand awareness among our user-base in order to increase effectiveness of the app and the market reach of Instapeer. 15
MEASUREMENT
As we approach our target audiences, we will track who we reach out to and the response we receive. Investments can also be tracked from the existing Kickstarter page to raise funds for Instapeer. We also will monitor the growth of users weekly and monthly.
STRATEGY The key concept we are trying to convey is that young adults are not alone in this journey. Instapeer allows users to connect with someone who understands them in a way that is relaxed and familiar.
PRODUCT There are many apps that connect users to each other. The unique selling point of Instapeer is the greater impact it makes on the lives of young adults affected by cancer. It helps minimize the feelings of loneliness and isolation that are common in those traumatic situations. We have suggested a few in-app alterations to bring features from different social apps together and into the private space Instapeer provides.
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THE VENT PAGE : Research shows that emotional expression (venting) is beneficial to young adults with cancer so we have created a page just for that! Users can anonymously post, comment, up vote and down vote and see there are other people who feel just like they do, but they might not have even known it.
PERKS : We want to offer a premium version of Instapeer, where users pay $0.99/month for extra incentives. Extra incentives include deals and coupons to local theatres, restaurants, and events around the city. This upgrade will also encourage meet ups with other app users in their area to share a meal or watch a movie together. This premium feature is meant to raise money for further development of the app. It also strengthens Instapeer’s message that it is important now more than ever to go out and experience life, rather than be alone with their illness.
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24-HOUR HOTLINE: We want to make 24-hour support accessible to our users in case of any pressing emergencies where they would need to talk directly with a counselor. The app will have a tab that will refer users to The Samaritans 24 Hour Crisis hotline. This will provide users with experienced counselors for times when peer support is not enough.
FACE-TO-FACE: Users can customize their settings to allow the “Face-to-Face� feature, where you can see other users in your area. With this feature enabled, the app will also suggest group meet ups and events arranged by Instapeer and Stupid Cancer in the area. This will help users see that they are not alone or the only one in their area in that situation, even when it feels like they are. It will also make it easier and more comfortable to meet face to face when that is desired by both individuals.
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PRICE Instapeer is something we want to be widely available and free to all users, always. We will achieve this by reaching out to our target audiences for investments. There will also be a donation tab within the app for users that wish to donate. It will be stressed that all proceeds go directly back into improving the app and making it a better experience for the user.
DISTRIBUTION Instapeer will be downloadable through the App Store on iPhones, and ideally distribution will expand to the Android Marketplace after the first year.
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PROMOTION BRAND AMBASSADORS We want to use brand ambassadors to spread awareness of Instapeer and build credibility of the app. We will enlist celebrities that have been affected by cancer to promote Instapeer. We will choose celebrities that make sense to our cause and that our users feel they could relate to on a personal level. We will also build a street team of brand ambassadors to assist passing out flyers, stickers, and other promotional materials. Our street team will consist of current users interested in spreading the word about Instapeer. Having brand ambassadors will allow us to grow our user base faster and more effectively. As our target audience sees other people like them using and promoting the app, they will be more likely to give it a try as well. Building an online presence through a Youtube mini-series and engaging on other social networks is also important to us. Our potential users live in the online space, and so we plan to promote Instapeer where it will be relevant to our target audience.
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PROMOTION
WAITING ROOM POSTERS
We will use direct marketing to reach out to potential sponsors. Traditional marketing, such as cold calls and presentations, will be necessary when contacting our target audience. The nature of Instapeer is so personal, that we want to have those face to face conversations with healthcare professionals so the importance of our message is clear. Once individuals in our target audiences have committed to investing and promoting Instapeer, we want to place promotional materials in doctor’s offices and hospitals. We also want our health care professionals to refer patients to using our app as an alternative and anonymous support group.
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PUBLIC RELATIONS
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PUBLIC RELATIONS
In todays world, it is extremely difficult to compete in a market where there are hundreds of apps that serve as social media platforms and only four sites seem to dominate the market (Facebook, Twitter, Instagram, and Snapchat.) It is crucial that Instapeer stands out from the clutter if it wants to survive. Cherry Creative Agency will support Instapeer by establishing its unique brand and positioning it as the leader of this niche subcategory that supports cancer patient’s social health and wellness. Instapeer is the first of its kind and we will leverage that when speaking to our audience via social networks and social events hosted by Instapeer. Cherry Creative will help Instapeer stay ahead of the curve and make sure the brand is positioned positively in the minds of their audience.
OBJECTIVES
1. Position Instapeer as a leading provider of social interaction and support for its users: 18-39 year olds living with cancer and cancer survivors. 2. Shift the narrative of Instapeer from “Cancer is lonely” to the more positive message: “Live life, not Cancer” in the minds of our audience. 3. Establish a presence at Music Festivals and Interactive Events across the country to gain support and awareness of the Instapeer Community.
TARGET Our targets for our public relations strategies are young adults affected by cancer, in any way, and potential investors and sponsors for the development of Instapeer.
MESSAGE
Our community is living life, not cancer. 23
INTENDED EFFECTS Reposition how users think of Instapeer. Instead of it being a place to go when users want support when they are lonely, Instapeer will be a place where users go to live together as a community that can relate and have fun.
MEASUREMENT Monitor amount of likes and followers on social media sites such as Instagram, Facebook, Twitter. Monitor how many people share Instagram photos from the festivals and interactive events Track how many stickers are passed out at the festivals and interactive events Track how many people subscribe to the YouTube page as well as view our videos within the Instapeer Series Create an in-app survey where users will be asked to answer a series of questions regarding how they came to hear about Instapeer and how they feel about the app.
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STRATEGIES
In-App Premium Upgrade to Encourage “Living Life Not Cancer” Instapeer’s current tagline reads “Cancer is Lonely: We’ve got the cure.” Though we at Cherry Creative understand the intended effect of this tagline, we believe it also unintentionally leaves a negative impression of the app with its users. Our audience is experiencing cancer during a stage in life that usually should be vibrant and exciting. They do not want to be constantly reminded of their isolation. “Cancer is lonely” gives the message that Instapeer is a place for users to feel lonely together, and we do not want that to be the way we connect our community. Instead, we want to position Instapeer in our audience’s mind as a way to connect and live life. In order to reframe the way our audience thinks about Instapeer, CCA suggests that the app changes their tagline to “Live life, not cancer,” as well as encourage ways within the app to achieve this. Once Instapeer has a pool of users, we would like create in-app perks. For $.99 a month, users can upgrade their account and receive coupons and deals to go to local theatres, restaurants, and events around their city for a portion of the price. They simply will go to the event, show them the Instapeer app on their phone and then receive the free/discounted meal or event ticket, depending on what event or show is occurring during that time. We will have created an alliance with the local theaters and restaurants in order to make this promotional deal possible. This feature will encourage meet ups with app users in their area to share a meal or watch a movie together. It will also further Instapeer’s message that it is important now more than ever for our audience to go out and experience life rather than be alone with their illness. We will also remind app users that decide to upgrade to premium that this feature is not for profit, but is simply fed back into sustaining the app and creating a better experience for its users.
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STRATEGIES
Booths at Interactive Conference and Music Festivals We believe that a presence at Coachella Music Festival and South-by-Southwest will be a positive way to generate conversations about the brand, and the wordof-mouth buzz will spark interest among potential users and investors. According to Musicfestivaljunkies.com, there are about 42 top music festivals in the United States that all have several thousand young people in attendance. The average age of music festival goers are between 17-35 years old. These people fit within our target audience of young adults looking to experience life and connect with others. We recommend that Instapeer set up an interactive booth outside of Coachella Music Festival in Indio, California. In 2014, Coachella had over 90,000 in attendance and about 75% of the audience was between the ages of 20 and 34. Because booths can cost as much as $25,000 inside the festival grounds. However, we believe it is still worth the effort to attempt to establish a presence outside of Coachella. We believe it would be effective to have a branded booth outside of the festival grounds. If this booth is proven successful, we recommend Instapeer try to establish its presence at other festivals around the country once it has the necessary funding. At our Instapeer branded booths, festival-goers will have the option to shave or cut their hair to spread awareness of young people diagnosed and dealing with cancer. If they choose not to have their hair cut they may just get a streak of washable orange hair spray to represent Instapeer’s brand colors and still show their support for the cause. They will receive an Instapeer sticker and be asked to take pictures of their new haircuts and share them on their Instagram with the hashtag #LiveLifeNotCancer and #Instapeer. We would like to print out at least 500 stickers for each festival and track how many are passed out as well as how many people posted to their instagram with the designated hash tags. 26
Additionally, we think it would be beneficial to have a presence at conferences such as South-by-Southwest located in Austin. Similar to Coachella, it is incredibly expensive to be listed in the SXSW conference and make their official schedule. SXSW does however have an unofficial schedule that many “South-by” attendees turn to. Instapeer’s presence at SXSW will give us exposure with many potential investors. Fest attendees getting their hair streaked to show support
Musicians during the festival show their support by streaking their hair also and sharing it with their fans on instagram with the hashtag #LiveLifeNotCancer
Instapeer will provide a photobooth where attendees can capture their memories and show their support
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Instapeer Dinner Party Tour For this promotional tactic, we will be focusing heavily on bringing together our secondary target audience to commit to investing in Instapeer in order to assist further development. Cherry Creative has come up with a grassroots fundraising approach that calls upon the help of the Scientific and Medical Advisors that have brought Instapeer to life. Cherry Creative Agency has come up with a strategy to hold an Instapeer Dinner Party Tour, hosted by the designated Scientific and Medical Advisor of that city. The dinners may be hosted within the homes of the Advisors to save on renting a space. If they are more comfortable with a public setting, they can also host these Instaparties at their respective colleges or a local restaurant that agrees to host the event. Food and drinks will be served to the guests and once everyone is settled, the party will watch a short promotional video about Instapeer. Beta users and Advisors can give a short speech and brief sponsors of what the next step will be if they are ready to donate.
Instapeer Banquet The Instapeer Banquet would act as a conclusion to the grassroots fundraising done by the Dinner Party Tour. It would take place in New York City, the home of Stupid Cancer and Instapeer, at NYU’s Rosenthal Pavillion. Attendees will be potential funders, major supporters, beta users, and brand ambassadors to speak of the positive benefits of Instapeer for this young community. There will be a dinner, live music, and guest speakers such as the founder of Stupid Cancer. We recommend inviting approximately 150 guests and allow the option for a plus one. 28
STRATEGIES
“All I want for my Birthday is a donation to Instapeer” “All I want for my Birthday” is a post we created to encourage followers of Instapeer to share a link on their Facebook profiles prompting their friends to donate to the development of Instapeer. Facebook typically encourages users to buy their friends gifts on their birthdays, but for our followers we will suggest them to instead ask their friends to make donations to Instapeer! If they accept, the link will then be posted on their page exclaiming: “All I want for my Birthday is a donation to Instapeer.” This will include a brief description of Instapeer’s goal and a link to our website and donation page. Friends can click on the link where they will be asked to make a donation ranging from $5-$100 or more if they choose. If their friends decide to donate, Instapeer followers will receive a present in their inbox exclaiming a friend had donated, but not revealing who the donor was and how much was donated. We will track the effectiveness of this campaign by putting cookies on the link and monitoring if they were directed to the Instapeer site by the “Birthday Request” link. This will also help us measure how much money this promotion brings us and how effective it is over the course of the campaign. We will continue to do this promotion throughout the six months following the launch of the App. Once we reach our general fundraising goal of $500,000, we will then remove the Birthday request from our campaign.
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S
ADVERTISING
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STRATEGY Our audience is very savvy and weary of the advertising world. Thus we need to form our strategy around the idea of creating content that is meaningful and accurate to the needs and interests of our target. By creating interesting and creative content, we know that our audience will be much more receptive and interested in what we have to say. A large part of our audience is rooted in sharing and experiencing life through social media, because of this we will allot much of our advertising strategy towards social media platforms like Facebook and Twitter. We want to make sure that we are informing our audience rather than preaching or instructing them to click on our ads. Our most important message is that cancer is extermely unfortunate but we’re here to support you and also remind you to live life to the fullest. We all believe that it is much more effective to focus on the good rather than always focusing on the loneliness and sadness of having cancer. All in all, our main driving point is that cancer is unfortunate and terrible but there is a silver lining, always.
OBJECTIVES 1.
Create awareness to both our primary and secondary audience in a way that is unobtrusive and friendly
2.
Make content that is compelling and approachable to ignite curiosity to those who may not know who or what Instapeer does
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EXECUTIONS FACEBOOK AND TWITTER ADS In order to reach our young and tech savvy audience well, we’re planning to spend a large amount of our advertising budget on Facebook and Twitter promoted advertising. We want to create content that is eye catching and straight to the point with little copy and more visuals. Since 74% of adults utilize social media for news, socializing, and entertainment, we know that our ads will be well received and seen by our target. Since we are a social media app, it makes the most sense to reach people on a platform that they are familiar and comfortable with.
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PSA Since television is such an expensive medium, we plan to only produce one commercial in the form of an Public Service Announcement for people experiencing depression post-diagnosis. Though we would have to pay for the production cost of creating the PSA, most networks will broadcast these commercials free of charge. We will try to broadcast on networks where we believe our audience will be watching the most such as Fox following Red Band Society or MTV following True Life: Young people diagnosed with cancer. MTV has worked with Stupid Cancer in the past and has even deemed them the “Dominant Youth Cancer Nonprofit in the Country” so we believe we should not have a problem having them support our cause. We also would like to approach small local channels with our PSA announcement and see if they will give us space once a month to show our announcement. Our goal is to have the commercial broadcast at least three weeks during the six month duration of our campaign. During each week, the frequency of the commercial will depend on the network. Broadcasters are no longer required to run PSA announcements, so it truly depends on them if they want to air the ad. If the quality is good and message is direct we have a chance to be aired. It is important to thank the stations that aired our PSA in hopes that they will continue to air it in the future.
FLYERS We want to also focus on traditional advertising as well. We will create print flyers that are simple and eye catching. Because our target market’s everyday life is filled with clutter and information, we want to distrupt their clutter with an informative flyer that creatively displays what Instapeer is along with the history Stupid Cancer. We will strategically distribute the flyers at locations like local clinics, hospitals, and coffee houses. We want to have a presence at locations where our target would usually hang out or visit frequently.
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M E DI A
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STRATEGY Instapeer needs to reach our niche audience and put extensive effort into obtaining the interest of 18-39 year olds diagnosed with cancer as well as our secondary audience of potential donors and sponsors. Therefore, we suggest to approach our audience at events related to “experience” and “social interaction.” Most young adults diagnosed with cancer typically find ways to avoid talking about their illness while simultaneously becoming increasingly active and finding more ways to experience life. If Instapeer generates a strong brand presence at festivals and interactive conferences such as the one held every spring with South-by-Southwest, we have the potential to grasp the attention of our young adult audience. Also, this will create another word-of-mouth opportunity among an audience who typically avoids “cancer convo” altogether. In addition, we will generate heavy brand awareness on online media through-out the campaign to build an in-depth relationship with our primary audience as well as encourage additional donors to contribute to the app. Instapeer will also deliver messages through our online platform to clearly define what our brand is all about.
KEY OBJECTIVES 1. Attract our niche demographic to download the Instapeer app and to increase our user base to at least 2,000 users six months after the application is launched. 2. Increase donations by individuals and sponsors by at least $500,000 six months after launch, and relieve Instapeer from their dependence on Crowdrise.
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KEY MEDIA PROBLEMS The key problem of Instapeer’s current state is they have minimal online presence. Adults between the ages 18-39 are heavy online users with 97% of this group claiming to use the Internet on a daily basis. Additionally, 74% of those adults claim to be active on social networks such as Facebook. This group uses online media for entertainment, obtaining information, and to communicate with their peers. Instapeer needs to not only create a more inviting online presence, but also needs to shift gears and have a presence on television and out-of-home advertising as well. In regards to the secondary audience, it seems that sponsors and donors are only aware that they can donate to Instapeer once they visit the website. We suggest broadening the scope of who to ask to donate and use other social media sites as vehicles to steer potential prospects with the intention to donate to Instapeer’s website. Instapeer’s target audience is a generation that is cynical and mistrusting of advertisements. They want to share their thoughts and feelings via social media, but are worried about their privacy and do not want advertisers to use this information to manipulate them. In order to successfully reach this audience, we must utilize media in a way that will not overstep the consumer’s boundaries.
Instapeer’s target audience is a generation that is cynical and mistrusting of advertisements. They want to share their thoughts and feelings via social media, but are worried about their privacy.
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ELECTRONIC MEDIA SOCIAL MEDIA
Instapeer is active on Facebook, but its presence is not very well known. Their page has only about 400 likes and there have not been many responses to their posts, even though they do seem to post frequently. We suggest trying to generate more followers by inviting them to like Instapeer’s page and developing variety in their content. Additionally, we also recommend Instapeer further develop their Instagram page. At the moment they only have eight posts with the last one being approximately 53 weeks ago. If they had more interactive posts, started following people, and encouraged hashtags at events we will host, like “#Instapeer” or “#LiveLifeNotCancer”, this will have the potential to broaden their consumer base and generate support for the app.
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ELECTRONIC MEDIA SOCIAL MEDIA CONTIUED
Our last social media recommendation to Instapeer, that we believe will generate a great amount of online buzz, will be them hosting an “Ask me anything” (better known as “AMA”) on Reddit. Reddit, known as the front page of the Internet, has a way of also connecting online communities with special interests within the subreddits that people subscribe to. They have a subreddit dedicated to “health” that has about 99,036 subscribers and another subreddit dedicated to “cancer” with about 4,811 subscribers to date. We recommend the developers of Instapeer reach out to Reddit and try to host an AMA of their own approximately a month after releasing the app and aim to host another one with Stupid Cancer a month or two later if the first one is proven successful. Instapeer can track the success of the AMA by monitoring how many people have “upvoted” the discussion and how many redditors asked questions and made comments to the post.
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TRADITIONAL MEDIA TELEVISION American adults spend about a third of their free time watching television. We also discovered that TV viewing for an extended periods of time satisfies long-term happiness as the actions of reading and socializing. Our goal is to approach our audience post-diagnosis where they are looking for short-term escape (watching television) and lead them towards the direction of long-term happiness on Instapeer.
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OFFLINE MEDIA
OOH FLYERS IN PATIENT’S WAITING ROOMS According to a recent study released, patients spend an average of 20 minutes and 15 seconds sitting in a doctor’s waiting room. We know that our audience will unfortunately be spending a lot of their time in these waiting rooms as well as many hours sitting receiving chemotherapy treatments. With permission from the doctors and the clinics, we believe flyers would be an effective way to grasp our primary audience’s attention at a place where they are spending a good amount of time and might feel most alone with their illness. We reached out to the Austin Cancer Center and found that their clinic has bulletin boards in their treatment rooms for patients who are experiencing depression. These boards are common at cancer centers and if we create a catchy enough poster, it would spark interest amongst our audience and lead them to seek out more information. The flyers will have Instapeer’s message of “Live Life, not cancer” and invite our audience to ask their doctors and counselors for more information. We suggest attempting to get the flyers into about 100-200 waiting rooms at least two months after the app is launched. We will try to have one large poster in the waiting room and two small flyers at a location approved by the office. We will measure their effectiveness through our surveys on the app and decide then if we should continue with this out-of-home strategy throughout the campaign.
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MEDIA SCHEDULE JANUARY TO JUNE 2015
JANUARY 1 2 3 4
FEBRUARY 1 2 3 4
MARCH 1 2 3 4
APRIL 1 2 3 4
MAY 1 2 3 4
JUNE 1 2 3 4
Facebook Instagram Twitter Reddit “AMA” Television OOH Flyers Banquet SXSW Confrence Music Fest Youtube Dinner Tour
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BUDGET Television: Production costs: $2,000 PSA Advertising Space: Free Endorsement: Free-$1,000 Flyers: 500 Card Stock Post Cards: $169.99 100 Custom Tri-fold Flyers: $169.00 Stickers 1 sheet of 10= $2.67 X 500: $133.50 YouTube Series Panasonic HC-V10 - $250 Video Editing Software - $200 Lights - $140 Microphone - $50
Ballroom Rental Rental Space, Chairs, Table, and Service - $1,345 Catering Buffet (Provided by NYU) - $9000 Booths Salon Chairs 4 x $150 = 600 Canopy = $200 Battery Powered Hair clippers 4 x $40 = 160 Hair Dye 40 packages x $5 = 200 Batteries 10 packages x 5 = $50 Miscellaneous = $50 Hair Stylists $100 per day x 2 stylists = $200 total: $1,460 TV Commercial Spot: Avg. Cost of 30 second spot on Network TV is $112,100
Social Media Facebook Promoted Posts - $5,000 (24 week schedule at $208.33 a week for 71,000100,000 impressions based on target audience in United States who ‘like’ either/or “Cancer,” “Stupid Cancer,” “Fuck Cancer” “Social Media” 7 City Tour 30 x 7 Catered Participant Dinner x [$25 (From Anne Maries Catering)] = $5,250 Venue Rentals (If needed)
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CONCLUSION Cherry Creative Agency recognizes the value placed on living life. When somebody is diagnosed with cancer, it can be seen as, “life ending.” Instapeer will allow users to realize that life is NOT over; it’s just a new factor. We want users to recognize the Instapeer name as more than just a social network, but as an entire life-living community. Our awareness campaign will be the most successful because part of the target audience involves ourselves. Each member of this agency is highly involved online, understands new trends, and have connections to somebody who has been diagnosed with (stupid) cancer. We understand what resonates well and what doesn’t. We vent, we stress, we live, and we learn.
“We understand what resonates well and what doesn’t. We vent, we stress, we live, and we learn.”
Instapeer is a social application that has yet to get its name out. Cherry Creative Agency has laid out a perfect campaign that will not only generate buzz, but also include calls to action for users. These actions can be traced by Instapeer to help generate new target audiences needed in order to obtain donors and sponsors.Cherry Creative designed each tactic with the application’s sustainability in mind. The brand says it all: Cancer Sucks. Some share their story without worry. Others are not that open. Many fall trouble to the negative connotations cancer brings, and believe their life to be over. Our strategies will reverse that trend. Cancer will no longer be socially victorious. We have taken all the necessary steps and research to allow 44
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