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CAMPAIGN PITCHAMSTERDAM ADBLOG
The Capital of Advertising
Ayla AldersNiels MerkxJonas BarreLaura BeersMaximilian BartschtJanneke Baarda
• Problem Statement• Brief Goals • Fine-tune Business Model • Target Audience• Campaign Goals• Campaign Overview• I. Video Strategy
2. Battle of the Brightest
Content
Problem Statement
ADsterdam wants to grow…not very clear in which
direction.
No clear future plans - Address niche market? - Expend to European market? - How to position AAB?- How to make more revenue?
1. to grow, mainly along three dimensions:- visitors- content
- revenue
2. international growth through ‘European Ad’ blog addressing ‘location-based’ content
Brief Goals
Fine-Tuned Business Model
What you want is not necessarily what you need.
The double focus seems incongruent
Tap into the vibrant atmosphere of Amsterdam
Amsterdam-based professionals central to the platform
TaFine-Tuned Business Model
Core Aspects 1. User-generated content
2. Networking possibilities
3. Job vacancies
Focus on attracting a national as well as an international audience, sharing the passion for
advertising.
Target Audience
Primary Target Group: advertising professionals in Amsterdam
Secondary Target Group: internationals
Current Behaviour Needs Change
• Short Term Behavioural Change Actively Engage Situated Creativity
• Long Term behavioural ChangeCommunity Creation
Campaign Goals
Increase Traffic Brand Awareness
Increase Content User-Generated
Enhance Revenues Job Vacancies
Campaign Overview Phase 1: Video Series
Goal: Increase Awareness & Traffic
Video idea: Narcotics
Campaign Overview
Campaign Overview Phase 2: Battle of the Brightest
Goals:
Short-term: Increase Interactivity
Long-term: Increase revenues
Campaign Overview Phase 3: The Contest
Goals:
Judge people on what they can do, instead of what they say they can do
Campaign Overview Phase 4: Retention
Goals:
Maintain interactivity and sustained interest
Evaluation using the SMART goals (e.g. visitors, revenue, user-generated content)
ConclusionElimination of the European ad blog idea and contradictory expectations
Instead, growth strategy that leverages on existing core competencies to meet the desired outcome
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