Media Plan 4

Media Plan Four: 

4.1

A) Each  selected channel will contribute its own unique data to achieve my overall KPI target, which is determined by the number of donation subscriptions. By the end of the campaign we hope to have as many subscriptions as possible.  Email channel= 750 subscriptions. Social Media = 2000 fans and affiliate marketing = 750 clicks.

B) To track the email subscriptions I would look for the subscribers who are actually giving donations oppose to the ones who are only signing up. Face Book and Twitter will be monitored by the comments and friend requests as well as re-tweets, and from those who subscribe to give donations. And the affiliate marketing metric will be tracked based on how many subscribers we get from affiliate marketers. On each subscription it is an affiliate marketing checkbox.

4.2

A) Each potential subscriber will be giving a minimum of $50 dollars for a donation to the organization. We anticipate 1 out of 50 email subscriptions, which is a 2% conversion. Social Media fans, 1 out of 20 became a subscriber, which is a 5% conversion rate. Affiliate marketing 1 out of 10 convert to subscribers, which is a 1% conversion rate.

B) If we get 1 out of 50 email subscribers (2%) to donate that will cost us $25 per subscription. It will cost us $400 per subscription from social media. Affiliate marketing will be paid $75 for the 1% of subscribers they referred to the organization.

4.3

If I could change anything about my campaign it would definitely be the budget. I will use more money toward the social media channels. I would also try to utilize every single channel within the budget.

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Media Plan 3

Selected Channels

a) The channels selected to build awareness to the organization are email sign-ups, Social Media, and Affiliate Marketing. I decided to use email subscriptions because it’s proven to be more affective for subscription conversions. Having more people sign up for email will give the organization a better chance at getting a donation because the individual will be better acquainted with us. Social Media is big in society, and a lot of people are using social media to get information from actual company pages or word of mouth. Thats the perfect way for the organization to build a fan base. Personally my social media friend base exceeds 2,000 people. Affiliate marketing is the third channel selected. Affiliate marketing is a good channel because it works on a “pay per performance” basis. If the affiliate marketer doesn’t get us any conversions we don’t owe any money to the affiliate marketer. i think this channel is the best money wise, because it's strictly commission. The funds are not available to use SEO, Paid Search, Or Advertisements. Those are all good channels to use, but with the already fan base on social media and the high email subscription conversion rates, we decided to not use these channels.  Facebook.com and  Twitter.com is the platform to build an audience, traffic and referrals.  Along with establishing these social media pages, the organization will also include interactive u-stream sessions with the community on various life topics.

Campaign Budget

a)    Online marketing has proven to be cheaper when it comes to a campaign. The budget for all of the marketing is $3,000.

b)   I have three channels to spend within the budget so I decided to equally use $1,000 for each channel.

c)    We will manage the channels within the company daily every hour on the hour. It will be managed by the channel manager for the company.

Campaign Duration

a) The anticipation for the campaign will be the summer of 2011 during the months of June, July, and August.

Social Media

I've always been a cyber kid. With that being said i'll create multiple social media pages and constantly update them and reach out to people to build the sites awareness. www.facebook.com is the Main site. Another site is www.twitter.com and blog spot www.posterous.com.

Media Plan Two- Goals and Objectives

Objective:

The objective of S.M.I.L.E is to help decrease the number of teen pregnancies in the United States while mentoring girls into their teenage years. Social Media is a great success for many established and upcoming businesses today. My company S.M.I.L.E plans on utilizing as many of these sources as possible to build awareness to the organization. A Few years ago in 2006 companies wanted to stay out of the social medium and remain private. However, Social Media has proved to be one of the best promotion strategies available.

Goals:

S.M.I.L.E goals are simple and sweet. The organization will create a number of social medium pages to build a fan base. The team will create a Facebook public donation page, which is currently the fastest growing social network in 2010. In addition we will also create a Twitter account to keep followers in the know with multiple updates on a daily basis. Blog spots like Blogger, and Posterous will also be essential to up keep with the community and building the company awareness.

Kpi’s:

After establishing an account on as many social media websites as needed we anticipate the awareness for the company will spread fast. The number of subscribers will determine the metric we'll use to measure the success of the plan. The number of subscribers is substantially significant because thats how donations are given. An individual must give a donation at the time of registration.

Target:

S.M.I.L.E hopes to gain as many subscribers as possible when we hold our annual donation drive. We can monitor the number of mentions on twitter and hits to blog pages, but the most important factor is the number of people that are actually subscribing to leave and leaving donations. The Campaign will be held during the summer season for the three months of June, July and August. S.M.I.L.E donation target is to get at least 100 subscribers per month.

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Media Plan One

S.M.I.L.E- Self. Maturity. Love & Empowerment is a non-profit organization based in Winter Park, Fl. The S.M.I.L.E team CARES. We aim to enlighten and help bring success and prosperity to young girls in less fortunate areas.  How it works, S.M.I.L.E will be available through middle school programs where the student is able to enroll. Once a week an hour session will be giving to the girls about sex education and other life lessons. The sessions will involve interactive activities as well as Q & A with the female mentors. S.M.I.L.E intends on raising donations by holding events for the local neighborhoods that are organized by members of the program and S.M.I.L.E staff members. Events such as: parties, trips, auctions, and give-a-ways will be held once month raising approximately $10,000 a month.

The industry trend for teen pregnancy today is unfortunately at an alarming high rate. According to Teenpregnancy.org  “750,000 teen pregnancies reported annually and eight in ten of those pregnancies are unintended including 81% percent are unmarried teens” (Teenpregnancies.org). The Public Health Agency of Canada proves that “25% of young women who engage into intercourse will become pregnant within one month”(Teenpregnancies.org). In the United States its been reported by the Center for Disease control “one-third of girls get pregnant in the U.S before the age of 20” (Teenpregnancies.org). Based upon those statistics along with further studies is another reason why I feel the industry is projected to grow over the next 3-5 years. Like many of my other competitors S.M.I.L.E offers free services. The difference between like organizations and us is the accessibility and the unique execution of style. S.M.I.L.E will come to the students in their school environment to mitigate any travel problems or expenses.

During the demographic research of visitors to dare.com quant-cast reported 64% of most of its visitors are located in the U.S between the ages of 13-17 (29%), which are usually the students or members involved in the program. The next age group is 35-49(24%), which is normally the parent of the members and students. Females are reported to be 56% and males 41%. 77% of visitors are Caucasian, 10% Hispanic, 7% African American and 4% Asian and 1% other.

         The Boys and Girls Club of America is another competitor website researched, and alexa.com reported roughly 32% of visits to Bgca.org. And an estimate that 84% of this site's visitors are in the US, where it has attained a traffic rank of 32,501. According to quant-cast 64% are female visitors and 36% are male. The dominant age group is between the ages of 18-34 at 37%. 54% of its visitors are Caucasian, and 24% African American, 15% Asian, and 1% other.

         Big Brothers Big Sisters is the third company I researched and according to alexa.com “Roughly 40% of visits to the site consist of only one page view (i.e., are bounces), and the fraction of visits to the site referred by search engines is approximately 28%. Bbbsa.org can be found in the “Big Brothers Big Sisters” category of Internet sites. The site's visitors view an average of 4.0 unique pages per day”(Alexa.com).  The majority of the websites visitors are females at 65% and males coming in at about 33%. 73% of the demographic is made up of Caucasian and 17% African American and 7% Hispanic, and 3% Asian leaving 1% of it’s demographic to “other”.

Company Website Credibility?

The two company websites i chose to compare is dare.com and Bgca.org. The website i thought was more credible was the D.A.R.E website. This website is organized in a better way and individuals may find it easier to find. At least i found dare.com more easier to use. :)

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Bloggers- Are you becoming less smart the more you surf the web? I don't think it make us stupid, I just think it makes us lazier. Instead of going to the bookstore people would just google it. Everything is splat in front of our faces and ready made. But whats not? These days the new phone technology allows you to speak into the mic and it'll text for you, gps navigation, etc..... Everything is computerized these days. So society is making us stupid in my opinon..........

Birthday Event

August 15th, the day >>>> Stace<<<< A.K.A {LEA THE LIONESS} celebrates her 24TH small Birthday Bash @ http://www.skysixty.com/ . Everyone should arrive around sunset (Too Hot during the day)! Great People Great day! Celebrate the LEO WAY ;) . If you click the link provided additional detail is available.

My First Commercial :)

Black College Tour  Oct 2008 :) Bethune Cookman University ......

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