See It. Be It. Tweet It.

Table of Contents

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Executive Summary

Situation Analysis

Marketing Objectives

Target Audience

Creative

Media

BudgetBudget

Promotions

Evaluation and Summary

Who We Are: #Advertising

Sources

Industry

Competition

SWOT

Research Analysis

Survey Analysis

The Big Idea

Positioning StatementPositioning Statement

Objectives and Strategies

Advertisements

Objectives and Strategies

Media Mix

The Media Map

Timing/Flow Chart

3 Situation Analysis

Strengths:

Weaknesses:

Opportunities:

Unequal Distribution of Tweets Increased SpamLow Retention RateMost Tweets are PointlessSlow GrowthNot Profitable/Doesn’t Retain RevenueLimits Users to Limits Users to Tweet Only 140 Characters

(90% of Tweets from Top 10%)

Rapid Updates EnabledStrong Brand ImagePopular/Famous Mascot (Twitter Bird)Real Time Search FunctionFree ProductSimple to UseEasy to Setup an AccountEasy to Setup an AccountUnique from other Social MediaAble to Reach a Large Audience Quickly

New Generartions are Adopting Social MediaOpportunities to Draw Attention to World IssuesOpportunities to Provide Product Placement in Mediums“Tweet-A-Longs” to TV Shows and News BroadcastsHelp Promote and Encourage the “Inner Reporter”

Opportunities to Search for News When Other Mediums are Down, Sloare Down, Slow, or Censored

Provide News Footage Kits (Partner with Companies)GoPro, Drones, Cameras, Microphones, etc.Tweet from Where You Are

4 Research Analysis

After reviewing the research that we gathered, we conducted a survey of 100 individuals. We interviewed and surveyed both men and women between the ages of 18-32, along with a few older individuals to test out our possible audience.

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52% of the 100 people surveyed used Twitter actively

6Marketing ObjectivesTwitter’s Current Objectives/Strategies:

Our Marekting Objectives:Commercial ads meant to be played on cable networks Print ads meant to be displayed in magazines Various social media ads such as mobile ads, banner ads, and pre-roll ads

With our Twitter campaign, we will strive to revolutionize Twitter as a go-to search engine, news source, and tool for communication. Our campaign is set up to reach as much of our target audience as possible. All the mobile apps and internet sites that are most popular to people between the ages of 18-29 will feature our ads.

Social networking sites (Promoted tweets) Email marketing and updating to its users BloggingPerson-to-person

Twitter’s objective through previous strategies was to market to companies to \advertise themselves using promoted tweets via Twitter, which is how Twitter accumulates its revenue. The objective is to share the company name in order to bring other companies together to communicate easily between one another. Twitter relies on person-to-person marketing in order to grow and expand.

Twitter currently does a good job at branding themselves and making themselves easily accessible. However, they are targeting all over the place. They strive to target businesses and major corporations when they should mainly be targeting the younger generations. The millennial generation is the biggest users of technology and they make up a majority of the early adopters. generations. The millennial generation is the biggest users of technology and they make up a majority of the early adopters. This generation is up to date on release dates of all the new updates and new technology. Therefore, it is crucial to advertise and target the millennial generation.

7Target Audience

Meet Beyonce

Meet JustinJustin is an 19 year old college freshman who

enjoys skating and reading. He has just

graduated from high school and it is

important for him to keep in touch with his

friends from home. He trusts Twitter to keep

him updated on his friends and to stay

connected with them. He also loves to post connected with them. He also loves to post

his skate videos on Twitter to share with his friends.

Meet Jennifer

Meet Nick

Meet John/Jane

John/Jane are in there 20s, and may

have graduated college or have some

education. They are both very

passionate about the current issues of

the world that are harming their local region. John/Jane often

participate in parades and protests for Human Rights, Marriage

EqualitEquality, Democracy, etc. They use social media to help spread

the word about these issues. John/Jane also use their

smartphones and iwifi connections to take video and pictures of

the protests and parades. Sometimes, John/Jane thing of

themselves as reporters of the news they are participating in.

Beyoncé is a 22 year old college senior.

She enjoys listening to music and singing.

Her dream is to release her own album

someday. She needs to stay connected

to what is new and trending in the world

so she relies on Twitter to keep her

updated quicklupdated quickly. Beyoncé also uses

Twitter to post videos of her singing

and shares her talent with all her followers.

Jennifer is a 24 year old who just landed her a dream

job as a reporter at ABC. As a reporter, she loves

to stay updated on world news through Twitters fast

search engine and update features. Since she is

always on the go, her cell phone contains her whole

life and Twitter’s easy app helps her access Twitter at

lightning speed. lightning speed.

Nick is a 23 year old basketball player. He is freshly

graduated from college and is training for the NBA

draft. He hopes to be picked up by the Lakers

because that is his home and basketball is his whole

life. He relies on Twitter to keep him updated on the

draft and all sports news. He enjoys hearing all the

feedback from his followers about his ability to play feedback from his followers about his ability to play

basketball.

18% of Internet users are using Twitter.

31% of Twitter users are 18-29 years old.

18% of Twitter users are female.

17% of Twitter users are male.

29% of Twitter users are black.

19% of Twitter users have an annual household income of $75,000+

19% of 19% of Twitter users live in the suburbs.

18% of Twitter users have at least a college education, or more.

The target audience for the “See it. Be it. Tweet it.” campaign is

men and women between 18-29 years old. This target audience

wishes to effortlessly connect and communicate with their peers,

as well as discovering what is happening around them on a world-wide

scale. These individuals are always on the go and enjoy the easy access

and functionality of Twitter.

8Creative

See It. Be It. Tweet It.

9 Creative

Twitter’s current brand position is fairly constant, but it needs a major image boost. The goal

of “See It. Be It. Tweet It.” is to allow the ability to make anyone a reporter, or a Mobile Journalist.

Our goal is to allow people to post the news around them, with our main focus on global issues

around the world, such as marriage equality, or different political protests. Currently, Twitter is just

there in the realm of the Internet. We want to make it one of the Internet staples.

Positioning Statement:

Objectives and Strategies:

Increase Awareness of Global Issues

Making Sharing the News Easier and Faster

Continue Promotion of Twitter via Television, Movies, and Pre-Rolls

Increase Awareness of Twitter Itself

Increase Product Recognition and Public Opinion.

My goal is to simplify complexity. I just want to build

stuff that really simplifies our base human interaction.”- Jake Dorsey

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Advertisements 10

Full Page Color Magazine Ads

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13AdvertisementsPre-Roll #1:(00:30)

Pre-Roll #2:(00:15)

14 Media

Print advertising will be the pivotal turning point for Twitter. By using colorful high definition pictures that relate to the current newsworthy issues concerning the world-wide population where twitter has played a vital role in being able to distribute on-the-ground real time information to populations around the world, a feature that news media just does not have the ability to do in a timely mannejust does not have the ability to do in a timely manner. Along with these images, the ads will feature out new slogan of “See It. Be It. Tweet It.” campaigning the ability to report on what is happening in your area and allowing you to be a part of what it is you are seeing and tweeting. This gives consumers the ability to play a journalistic role in reporting newsworthy information on a world wide scale at the touch of a button. at the touch of a button.

“Be It.” heightens awareness on the ability to be the first person to be able to spread the word on what is going on in the world to be able to reach a multitude of audiences about the happenings in your area.

These simple one color ads will give Twitter the advantageof being able to reach a broad range of potential consumers on a vast array of websites that can specifically target users by age, gender, psychographics, and geographics.

These ads will be featured on many different apps that are a commonplace on millions of phones around the U.S. With apps like Pandora, Google Maps, Spotify, and many others, the pop-up ads will allow us to reach not only our target audience, but also be able to introduce our product to others not in our target audience. Doing so will allow us to increase our reach and be able to so will allow us to increase our reach and be able to open up to users that would otherwise not know aboutor even use our product. This ad will be a mobile version of our print ads that offer a visual reference on the ability to become a part of twitter and be able to spread the word about the happenings in your are and allow you to become a type of first responder when it comes to the distribution and sharing of news and events. distribution and sharing of news and events.

15MediaThe Media Map:

Though our main focus is the population within the United States, the “See It. Be It. Tweet It.” campaign is a worldwide campaign that travels across political borders, without interference from governments, to bring awareness to issues facing the world. Our goal is to spread Twitter’s influence to other parts of the world via the Internet. In our advertisements, issues such as, Marriage Equality, the Hong Kong protests, the Egyptian protests, as well as issues that hit close to home in the United States. Our campaign allows the average Twitter user to become a first hand reports and to communicate with millions of people around the world while sharing the news that they are participating in. millions of people around the world while sharing the news that they are participating in.

16 Media

Media Timing Flow Chart:

Year Round: January - December

Weekly: Monday - Sunday

Heavier during specific times during the day

Heavier Marketing During Months of Social Unrest (Protests)

Months:

Days:

Times During the Day:

17Budget

2% of$664million

$3,430,000PrintDigitalPre-RollTwitter TweetsPromotions

$1,000,000$1,050,000$1,143,333$0$236,999

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Sam Koester Nikki Adams Andrey Levkiv Brandon Schneider

Who We Are