Meetup.com Advertising Campaign (Spring 2010)

Agenda• Introduction• Market Analysis• Media (Objectives, Strategies, Tactics)

– Budget– Media Mix

• Creative (Objectives, Strategies, Tactics)– Positioning– Integration

• Campaign Analysis Plan

What is Meetup?

• The world’s largest network of local groups

• Mission: to build genuine community & help people self organize to find solutions to all types of problems

• Slogan: “Real Groups Make a Real Difference.”

Meetup Helps People…

• Find others in their area who share their interests

• Learn, teach, and share things

• Make friends and have fun

• Rise up, stand up, unite, and make a difference

• Be a part of something bigger—both locally and globally

Situation Analysis

• Founded in 2009• Statistics:

Monthly Visitors Members

Monthly RSVPs/Meet

upsLocal

GroupsMeetup Topics Cities

6 million 6.1 million2.2

million/180,000

68,000 28,000 45,000

SWOT Analysis

Direct Competitors

“…to make new friends through a local social network without the pretense of establishing business connections.”

Direct Competitors

“Bringing People Together at Meetings & Events”

Indirect Competitors

• Other social/professional networking websites– Facebook, MySpace– LinkedIn

• Dating websites– OkCupid– eHarmony– Match.com

• Location-based social networking– Foursquare

Market

• Demographics: Gen Y (80 million in U.S.)• Psychographics (traits):

– Confident– Well-educated– Self-sufficient– Tolerant– Team builders– Socially/politically conscious

• Work to make a difference• Communicate via Internet/Mobile phones

Market

• VALs: Innovators– Successful, sophisticated, take-charge people with high

self esteem– Change leaders and most receptive to new ideas and

technologies– Very active consumers and purchases reflect cultivated

tastes for upscale, niche products and services– Are among the established and emerging leaders in

business and government and continue to seek challenge

Geography (Large Metro Areas)

• Los Angeles-Long Beach, Ca

• New York, NY• SF Bay Area, Ca• Chicago, IL • Philadelphia, PA• Washington DC-MD-

VA-WV• Houston, TX• Atlanta, GA

• Dallas, TX• Boston, MA-NH• Miami, FL

Media Objectives

• Increase awareness of Meetup

• Increase # of users

– by ½ million over the next year

• Achieve 25 million impressions

– Assuming response rate of 2%

• Budget: $1 million

Media Budget

Print Advertising 83%

Internet Advertising 17%

Budget

Print AdvertisingInternet Advertising

Media Budget: Print

Magazine Circulation 4C/Half Page (Cost)

Placements (per year)

Issues Total Cost

Newsweek 1,500,000 $115,500 3 1, 5, 9 $346,000

Fast Company 723,230 $47,690 4 2, 4, 8, 12 $190,760

Entrepreneur 606, 770 $47,560 6 1, 3, 5, 7, 10, 11, 12

$285,360

$822,120

Total Impressions: 11,033,540

Media Budget: InternetWebsite Budget (per

month)CPM/CPC Frequency Estimated

ImpressionsTotal Cost

Google $2,000 $5 CPM All year 4,800,000 $24,000

Google Content Network

$2,000 $5 CPM All year 4,800,000 $24,000

NYTimes $2,000 $8 All year 3,000,000 $24,000

Newsweek $1,500 $10 CPM All year 1,800,000 $18,000

Fast Company $1,000 $10 CPM All year 1,200,000 $12,000

Entrepreneur $1,000 $10 CPM All year 1,200,000 $12,000

Facebook $2,000 $5 CPM All year 4,800,000 $24,000

Brazen Careerist $1,000 $10 CPM All year 1,200,000 $12,000

Mashable $1,000 $10 CPM All year 1,200,000 $12,000

Cool People Care $500 $10 CPM All year 600,000 $6,000

24,600,000 Impressions

$168,000

Media Flowchart

Total Impressions: Approximately 36 million

Media Mix

• Strategy: Target young professionals, mostly in major metropolitan areas, using print and Internet

• Tactics – mix of traditional & non-traditional mediums – Print (Newsweek, Inc., Entrepreneur)– Internet (CPM, CPC, Google & Content Networks)

• Media Calendar– Advertising runs from January 1, 2011 - December 31,

2011

Creative Objectives

Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life.

Creative Strategy

Strategy: Use competitive advertising to differentiate Meetup.com from competitors. Emphasize the following benefits: social, professional growth, personal growth, potential to change the world.

Tagline: “It’s time to mix business and pleasure. For some real face time, Meetup.com”

Creative Presentation: Print Ad

Internet Text Ads

“It’s time to mix business and pleasure on Meetup.com”

“Meetup.com Where work meets fun. ”

“Network. Socialize. Change the world.On Meetup.com”

Internet Banner Ad: Sample

Campaign Analysis Plan

• Measure # of new user at end of campaign• Pre and Post-campaign survey targeting a

sample of the market (to gauge awareness)• Track click-through-rate and conversions from

Internet banner and text ads

Questions?