my next race
TRANSCRIPT
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MyNextRace
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Table of Contents Page
PART 1: STRATEGIC MARKETING OBJECTIVES 2
Long Term Strategic Objective …………………………………………………………………………………………………………….….2
Short Term Objective …………………………………………………………………………………………………………………….….……2
PART 2: COMMUNICATION ONJECTIVES 3
Communication Objective …………………………………………………………………………………………………………..…………3
Target Market ……………………………………………………………………………………………………………………………….……….3
Primary Target ……………………………………………………………………………………………………………………………….………3
Secondary Target …………………………………………………………………………………………………………………………….…….4
PART 3: SEM KEWORD PHRASES 5
PART4: GOOGLE AD 6
Ad Concept ……………………………………………………………………………………………………………………………………………6
Anticipated Google Ad Performance ……………………………………………………………………………………………………..6
PART 5: E-PRESS 7 - 8
PART 6: TACTICS 9
Tactic 1 – INSTAGRAM ……………………………………………………………………………………………………………………9 - 10
Tactic 2 – TWITTER …………………………………………………………………………………………………………………………11- 12
Tactic 3 – FACEBOOK ……………………………………………………………………………………………………………………………13
PART 7: CREATIVE BRIEF 14
Project Description……………………………………………………………………………………………………………………………….14
Background ………………………………………………………………………………………………………………………………………….14
Communication Objectives ………………………………………………………………………………………………………………….14
Target Audience …………………………………………………………………………………………………………………………………..14
Demographics ………………………………………………………………………………………………………………………………………14
Behavioural ………………………………………………………………………………………………………………………………………….15
Consumer Insight …………………………………………………………………………………………………………………………………15
The Benefit ………………………………………………………………………………………………………………………………………….15
Support ………………………………………………………………………………………………………………………………………………..15
The Brand’s Creative Strategy ………………………………………………………………………………………………………………15
Creative Executive and Considerations …………………………………………………………………………………………………15
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STRATEGIC MARKETING OBJECTIVES In order to develop a strategic marketing plan for My Next Race, we identified and outlined these
objectives that would assist in the growth of the company.
LONG-TERM OBJECTIVE(S)
Deepen social media engagement by increasing twitter by 1500 followers, Instagram by 1000 followers, and Facebook by 1000 followers by quarter 4 2016(October-December)
REASONING MyNextRace has a very small social media presence for an internet based company by 2015 standards. By increasing their presence they will be able to engage current customers as well as build a platform to connect with potential customers. This platform will also give MyNextRace the ability to reach the much desirable 18-25 demographic.
Acquire a local mainstream sponsorship for the website that is respected in the running community(such as sport check) by January 1, 2017
REASONING This is more of a long term goal as we are aiming to accomplish it by the 2 year mark but the thinking behind it is that we want to build enough online buzz through our social media presence by then that we will be able to make connections in the real world that will be able further bolster our market presence.
SHORT-TERM OBJECTIVE(S)
Obtain 4000 new website interactions from January 1, 2016 until December 31, 2016
REASONING This means getting 4000 unique page visits in the coming year which translates to 300 brand new visitors a month which would be great number to hit since our main objective is to drive traffic to the site through social media.
Have 40% of the traffic on the mynextrace.com website be directed from our social media channels by October 1, 2016
REASONING Our central objective is to drive revenue through building a larger customer base through social media. So this objective provides a measuring stick for how our increased social media presence is translating to web traffic.
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PART 2: COMMUNICATION OBJECTIVES
Our communication objective is to deepen social media engagement by;
Growing Facebook followers by 500
Twitter followers by 1500
Instagram followers by 1000 by the end of 2016
The goal is to use these social media outlets to lure newcomers to the MyNextRace website to
discover up and coming events they can participate in and/or attend, and to create a dialog and
community around the brand.
TARGET MARKET
The targeted audience for MyNextRace is based on segments that represent the ideal audience that will
be attracted and relate to the events that will be offered by the company.
PRIMARY AUDIENCE
DEMOGRAPHICS Men and women
Age – from 16 years of age and up
Annual income from $35,000.00 and above
Hard working and busy for the most part but will take time out to participate in fitness events
Tech savvy and is highly inspired by motivational blogs, websites and books that talk about health, diets, fitness, charity and overall, the well-being of everyone
GEOGRAPHICS Live in the urban areas PSYCHOGRAPHICS Lifestyle – behaviour
athletes and former athletes who are concerned with their health and fitness and also enjoys competitive sport
charitable, with previous experience in marathons for a cause
Love having fun, spontaneous and loves getting travelling to new places and meeting new people
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SECONDARY AUDIENCE
DEMOGRAPHICS Men and women Age – from 16 years of age and up Annual income of $1000.00 - $20,000.00
GEOGRAPHICS Lives in the urban or rural areas PSYCHOGRAPHICS Lifestyle – behaviour
Not necessarily into sports or fitness but does exercise to keep healthy and maintain weight
Loves to have fun and participate in community events that help certain causes
May not be tech savvy, but is on social media and believes social media helps to inform people of things in the world
Sometimes volunteers time to help in local charities
Does not earn a lot of money but wishes to do more for the people in need. And if they have fun doing that, it’s a bonus
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PART 3: SEM KEWORD PHRASES
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PART 4: GOOGLE AD
CONCEPT
ANTICIPATED GOOGLE AD PERFORMANCE
We are anticipating that the Google Ads will be a success. Based on the $24.00 charge that will be
charged daily, our expected reach with the search network is 360+ clicks and 50 000 impressions.
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PART 5: E-PRESS PROMOTION
E-Press Release
FOR IMMEDIATE RELEASE:
MyNextRace Ready To Deepen Social Media Interaction With New and Existing Subscribers
April 5th, 2016 - TORONTO - MyNextRace.com is looking to attract new subscribers and better engage existing subscribers through the use of various social media outlets.
The online website used to track when up and coming races are being held, wants to take a new approach and skillfully use social websites like Facebook, Instagram and Twitter to gain new followers and subscribers.
MyNextRace.com is a great tool for runners, athletes or people looking to get and remain fit, who want to partcipate in races but are unsure of where they are held. MyNextRace wants to use social media outlets like Facebook, Instagram, and Twitter to engage new and existing subscribers of the website. The overall goal is to attract new subscribers of MyNextRace.com and build awarness through deepened social media engagement.
CEO, Peter Donato says, “We want runners to consistently be involved and engaged with us. Twitter, Instagram, and Facebook will allow us to do this. We can attract new subscribers with these tools in the process. We have many things lined up for the new future we are looking to bring forth to consumers. We will be holding contest, handing out prizes at the end of races, and will even try and motivate those who need that extra boost to get active which will be integrated with the use of social media, as well as other things, so stay tuned.”
Find MyNextRace Online: Website: mynextrace.com
Twitter: @mynextrace
Facebook: /mynextrace
Instagram: @mynextrace
Contact Us For More Information: Address - Canada
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135 Tecumseth St. Unit #7
Toronto, ON, M6J 2H2
P: 416.441.1492
F: 416.792.0077
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PART 6: TACTICS
We will use Instagram as a platform for our current and potential audience, to interact with each other
by viewing, liking, and sharing each other's pictures and videos. This will also be used as a way to
attract new and potential audience.
REASON FOR USING MEDIA
In order to achieve our strategic objective of deepening our reach with social media, we need to
create exposure for our social media accounts to our target market. This tactic achieves this for all
three of our social media platforms with our hashtag, #FoundMyRace that ties them together with
the booth actively promoting these media platforms for participants to interact with them.
MEDIA REFLECTION ON BRAND
This tactic puts the authenticity of our brand on full display. It shows that we are a part of
the same running community as everyone else by putting the brand amongst the people. It
is one thing to advertise using Google ads, which people probably see as a nuisance, but it is
another thing to remove the anonymity and put a face to the brand by going to the same
events that people can use the MyNextRace website to find. The social booth also speaks to
the brands trendiness as people can see we are up to date with times with the use of
Instagram, Facebook, and Twitter. It’s not just the high placed runners we are encouraging,
we’re encouraging everyone to come interact in the booth and take pictures, which
addresses any problems of inclusiveness.
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COST OF MEDIA USAGE
With our social media being owned media, a large portion of this tactic is free. However there are still costs to be accounted for such as renting out space at the running events, the staff that will be running the booth, the prizes, and the branded wallpaper.
Renting event space = $1500 per day Social media staff = 4 people x $12/hr x 6hrs= $288 per day Prizes = $500 Branded wallpaper = $300 Total= $2588 per race
So the relative cost of the media is very cheap but to execute the tactic can be expensive depending on the cost to rent space for the booth at the event.
BENEFITS FOR MEDIA USAGE The uniqueness we get from using this medium is the ability to tie all three of our social media platforms together. So instead of having a separate twitter, Facebook, and Instagram where all the content is different we can integrate them together which allows us to create one strong branded message. We are also given the ability to interact face to face and create two way engagement.
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Twitter will be used to create inspirational/motivational memes, or mini adverts, with our hashtags
and logo branded on them that we share weekly with the twitter community, but can also be
integrated with our other media outlets
REASON FOR USING MEDIA
With the mini advertisements that we create for the promotion of MyNextRace via Twitter. We aim to
ensure that our audience can relate to the brand image and lifestyle. The target market like to stay
healthy and active by running and engaging in sporting activities as well as working out.
Implementing these memes into our social media interaction, will motivate people so they can
remain/become fit, healthy, and active and see running/working out as a fun thing, rather than it
being a hindrance. Instilling emotion and motivation within these memes will be the key to
generating social media engagement.
Our memes with their inspirational messages should spread for many people around the world due to retweeting, therefore generating a deeper social media engagement as we should generate more followers on twitter; the more people who see our memes, the more users who will want to follow us, therefore deepening engagement. According to statista.com, as of Q3 2015, there are approximately 307 million monthly active Twitter users worldwide. As previously stated, 85% of the people that are 18-49 are on social media who we estimate are on at least 5 times a week, but some even at a higher rate, at an estimate of 5-15 times daily.
MEDIA REFLECTION ON BRAND
The use of memes displays how up to date the MyNextRace brand is because it can relate with our target market. Memes are one of the largest shared contents on social media in this generation and by us creating them to help people that in turn can share with others, shows how cutting edge we are. Creating new memes and posting 1-3 new ones on twitter weekly will keep customers engaged with the brand as well as keeping them motivated to personal goals, but it also shows that we are a brand that consistently stays connected with our consumers. Creating something so simple that generates a feel good factor can have a serious positive reflection on our brand, the memes were made to create positivity after all.
COST OF MEDIA USAGE
The creation of memes shouldn’t be too costly. We can add text to images, which won’t cost us
anything as we can have our current marketers create them. We can’t take images from Google and
use them for our ads because of copyright issues. In turn, we would have to purchase stock images
from an online retailer like GettyImages.com who owns istockphoto.com, or possibly from
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shutterstock.com. These online retailers offer different packages and as a small business the best
thing to do is cut costs, so buying in bulk is the best option.
istockphoto.com subscription for 50 images/month - $1,250,00/year Total = $1,250,00
BENEFITS FOR MEDIA USAGE
With this use of this medium, we can gain publicity. The more people who know about our brand, the better. If we can offer the new and existing customers something others don’t, we can stand out from amongst our competitors. Memes and hashtags spread like wildfire across social media; so the more people that see them the better for us as they will generate interest of our brand.
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REASON FOR USING MEDIA
Our third tactic is to hire brand ambassadors that fit our target market to help promote
MyNextRace on Facebook. Brands such as Sportcheck, Sporting Life, and Footlocker would be
our main targets for this, as we all one thing in common; we support healthy living. The idea is
for a brand like Foot Locker to post a picture on their Facebook page advertising a new line of
running shoes, and promote MyNextRace by including the hashtag #Foundmyrace and a link to
our website on their post.
MEDIA REFLECTION ON BRAND
By partnering up with a brand like Foot Locker on Facebook, we hope to spread the word and accumulate for followers/likes on the MyNextRace Facebook page. It’s also beneficial for both parties because it will attract more people to our page, and it’ll give consumers a reason (or race) to buy new running shoes from Foot Locker
COST OF MEDIA USAGE
We plan to partner up with Sport check on a six month contract where they will be promoting our #Foundmyrace hashtag on relevant posts, and also provide a link to
www.mynextrace.com
The contract will be worth $10,000 and will be terminated after six months.
BENEFITS FOR MEDIA USAGE
Our goal through this tactic is to gain publicity and reinforce our presence on social media. The more followers we can gather in an online community, the bigger and more successful our events will be. We are expecting more followers on Facebook by the end of the year.
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PART 7: CREATIVE BRIEF
Project Description
The project aims at creating increased social media awareness and revenue for MyNextRace
events in order to improve the life of people, in terms of keeping healthy and fit. As well as to
bring awareness to the causes that the races are being held for.
Background
MyNextRace was established in 2005, and is owned and operated by All Sports Marketing Inc. They specialize in finding athletes their next race and fostering the Generation Active community.
Currently MyNextRace is marketing through their main website which includes videos, and a
website blog. They also utilise social media websites like Facebook (16,808 likes), Twitter (2591
followers) and Instagram (201 followers), and hosts a variety of events.
Communication Objectives
Our communication objective is to deepen social media engagement by growing Facebook
followers by 500, Twitter followers by 1500 and Instagram followers by 1000 by the end of 2016.
The goal is to use these social media outlets to lure newcomers to the MyNextRace website to
discover up and coming events they can participate in and/or attend, and to create a dialog and
community around the brand.
Target Audience
PRIMARY TARGET AUDIENCE
GEOGRAPHICS Live in the urban areas SECONDARY TARGET AUDIENCE GEOGRAPHICS Lives in the urban or rural areas
DEMOGRAPHICS
PRIMARY TARGET AUDIENCE
Men and women
Age – from 16 years of age and up
Annual income from $35,000.00 and above
Hard working and busy for the most part but will take time out to participate in fitness events
Tech savvy and is highly inspired by motivational blogs, websites and books that talk about health, diets, fitness, charity and overall, the well-being of everyone
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SECONDARY TARGET AUDIENCE
Men and women
Age – from 16 years of age and up
Annual income of $1000,00 - $20,000
BEHAVIOURAL
PRIMARY TARGET AUDIENCE
athletes and former athletes who are concerned with their health and fitness and also
enjoys competitive sport charitable, with previous experience in marathons for a cause Love having fun, spontaneous and loves getting travelling to new places and meeting
new people
SECONDARY TARGET AUDIENCE
Not necessarily into sports or fitness but does exercise to keep healthy and maintain weight
Loves to have fun and participate in community events that help certain causes
May not be tech savvy, but is on social media and believes social media helps to inform people of things in the world
Sometimes volunteers time to help in local charities
Does not earn a lot of money but wishes to do more for the people in need. And if they have fun doing that, it’s a bonus
CONSUMER INSIGHT
To get fit and compete while having fun, meeting people with similar interest and doing it for a
good cause
THE BENEFITS
To bring racing enthusiasts of all ages and backgrounds together in a highly exciting and
competitive environment, while promoting health and wellbeing.
SUPPORT We can offer incentives through social media as well as cause related marketing. We believe
this will be an effective tactic as it has proven to be successful in the past, and each year we
have a growing number of runners joining MyNextRace to promote and advocate healthy living.
THE BRAND’S CREATIVE STRATEGY
MyNextRace is for the health conscious. It brings out the health nut in our audience while allowing them
to have competitive and exciting opportunities with the events offered. It also appeals to the charitable
at heart, who despite the right physic and or money, are still given the chance to give a helping hand.