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Challenge

• Challenge 1Develop a new media strategy combining mobile mobilization (SMS or mobile content aspects like ringtones) & SEM for www.acne.org with the objective to get 800 new financial supporters in three months.

Objective

• Secure 800 monthly donors @ 10 $ a month in three months– Secure 80.000 mobilized spotty teenagers– Convert 1% into monthly donors via SMS and

e-mail

Target audience

• Primary target group 12-18 years• Secondary their parents

From trysumer …

• Trysumerism– Promote

• SEM video on Youtube and banners• Bidi widget on toilet cubicle door and in teen magazines• Email list buy • Mobile number list buy

– Engage• Website

– Free trial• Promotional coupons• Teaser: tip of the day ”free for 7 days” on SMS

…to donor

• Solicitation– Direct dialogue

• Phase 1 Primary target:– SMS 1 end of free trial and call for action become a

member (this is what you should tell your parents)– SMS 2 (3 days later) last chance– Email: personal story of loosing spots…become a

member…this is what you should tell your parents

Non purchaserpurchaser

Non Purchaser

• Phase 2: Secondary target group…the parents– E-mail these are the benefits for your child– Possibly telemarketing

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