Interactive Final Project

KARA GAMELIN, JP PELLA, MEGHAN GRAVES, & MORGAN OLSON

KEEP ‘EM

TOGETHER

COMPANY INFORMATIONKeep Em’ Together is an app that is a checklist/helper/reward system with coupons, offers, rewards and competition among other couples to keep a couple going strong in their relationship and help with couples bond rather than grow apart.

StrengthsNo physical product Large target marketWeaknessesMay be unappealing to menLimited revenue modelNot programmersOpportunities Support other applicationsHelping support local businesses/eventsThreats Saturated app marketCustomer retention

SWOT ANALYSIS

OFFERINGS INFORMATIONOfferings: relationship advice, organization, & competition Purpose: build stronger, more personalized relationships. Features: relationship advice, organization, & competition Quality: focus on holistic relationship, personalized for each couple. Price point: Higher Price Point

VALUE PROPOSITIONWe will improve your relationship by offering you customized suggestions and articles that will help you to take your relationship to the next level.

BUSINESS MODELRevenue from Usersusers initial purchase of the app

Revenue from Businessespromoted activity suggestionsto post coupons to events, activities, stores, or restaurants

sell data

CUSTOMER INFORMATIONUser: John & Stacy35-55 years oldOut of “Honey Moon”Thrifty=GameCompetitive

Businesses:Local Mom & Pop shopsrestaurants, rock climbing centers, movie theaters, etc.

SALES INFORMATIONOur sales will come from when the couple purchases the app. Vendor promotion Purchase App, codeRestricted websiteOur biggest challenges = Awareness + Retention

Business Goal

Business Priorities

Website

OnlineAdv

Email Mktg

SocialMktg

Mobile Mktg

InteractiveMarketing Channels

Opportunities

BRAINSTORM INTERACTIVE OPPORTUNITIESFOR BUSINESS PRIORITY 1

Retain current customers.Grow revenue by acquiring new customers

Generate $200,000 revenue in year 1

PRIORITIZE INTERACTIVE OPPORTUNITIES

Table 11 Channel 1: Website opportunities to accomplish Business Priority 1

Burden Impact Action

1 Therapist 5 5 NO2 Event website 2 8 QH3 City website 5 5 NO4 Wedding 5 4 NO5 Restaurant 2 8 QH6 testimonials 4 7 QH7 referrals from couples geographically

8 8PLAN

IT8 sample list of articles 2 6 QH9 List where available 2 8 QH

10 check in 6 8 PLAN11 trial run w/ incentive 4 10 QH

Table 12 Channel 2: Online Advertising opportunities for Business Priority 1 Burden Impact Action

1 TV Websites 6 9 NO2 Live-Streaming Sports Events 6 8 NO3 Special Interest Sites 2 8 QH4 Niche Markets 3 9 QH5 Things to do Blogs 2 7 QH6 Facebook 4 8 NO7 Twitter 4 8 NO8 Social Media 4 8 NO9 LL Bean 3 6 NO

10 Counselors' websites 3 6 NO11 Long-term relationship blogs 2 7 QH12 Hobby Sites 2 6 NO13 Women's Health Blogs 4 7 QH14 Dating Websites 3 6 NO15 Hulu 6 7 NO16 During Games/Aps 5 5 NO17 Magazines-Websites 4 6 NO18 Youtube Ads 1.5 8 QH19 Flower Websites 2 7 QH20 Pure Romance-Fantasy Gift Sites 10 6 NO21 Restaurants that Partnered with 1 7 QH22 Travel Sites 2 5 NO23 State/City Websites 2 6 NO24 Movie Theater Sites/Fandago 2 6 NO25 Site URL 2 9 QH26 TV Websites 6 9 PLAN IT27 Key Words 5 9 PLAN IT


Table 13 Channel 3: Email opportunities for Business Priority 1

Burden

Impact

Action

1 Coupons (infrequent users) 2 8 QH2 Coupons (infrequent users) 2 8 NO3 Referral (Caribou game) 4 9 NO4 Game-->Reward 4 7 NO5 Random drawing 2 4 NO6 Even--City, obstacle event 3 5 NO7 Tips--from different couples 2 4 NO

PRIORITIZE INTERACTIVE OPPORTUNITIES Table 14 Channel 4: Social Media opportunities for Business Priority 1 Impact Burden Action

1 Ads 6 2 NO2 Facebook Page (Like w/ Incentive) 10 3 QH3 Tagging Companies - 4 2 NO4 Sponsored Tweets 7 2 NO5 Hashtag 7 2 NO6 Pictures 6 4 NO7 Event Stream (Live Snap Story) 5 2 NO


Table 15 Channel 5: Mobile Marketing opportunities for Business Priority 1 Impact Burden Action

1 QR code 2 5 No2 Ads During Games 6 4 No

0 2 4 6 8 10 120

2

4

6

8

10

12Business Goal #1

Email MKTLinksFacebookTwitterInstagramSnap ChatMobileDisplayNatural SearchWebsite

Burden

Impa

ct

PRIORITIZATION MATRIX – BUSINESS PRIORITY 1


0 2 4 6 8 10 120

2

4

6

8

10

12Business Priority #1

Email MKTLinksFacebookTwitterInstagramSnap ChatMobileDisplayNatural SearchWebsite

Burden

Impa

ct

Business Goal

Business Priorities

BRAINSTORM INTERACTIVE OPPORTUNITIESFOR BUSINESS PRIORITY 2

Website

OnlineAdv

Email Mktg

SocialMktg

Mobile Mktg

InteractiveMarketing Priorities

Grow revenue by acquiring new customers

Retain current customers.

Generate $200,000 revenue in year 1


Table 26 Channel 1: Website opportunities to accomplish Business Priority 2 Impact Burden Action

1 platforms for vendors 7 7 QH

2 reviews from other vendors7 2

Planned

3 stats lists - couples in the area 6 5 Hold4 projections based on other businesses 8 8 PLAN5 pictures of companies 7 2 QH6 purchase coupon/offer 9 2 QH7 current coupon of the company 7 2 QH8 vendor with app 9 5 QH9 business reviews of couples 6 4 NO

10 seasons of DVD on website 3 9 NO11 check in with a pic 8 6 PLAN12 host a launch party 10 2 QH13 month free for the company - sales/premium 8 8 PLAN


Table 28 Channel 3: Email opportunities for Business Priority 2 Impact Burden Action

1 Competition status- Newsletters personalize 2 7 NO2 New activity added 2 5 NO3 Top score of the week 4 5 NO4 Picture of top couple 5 6 NO5 Hunt, mystery, PR event 3 6 NO6 Therapist messages 6 3 NO7 Loyalty reward program 4 8 NO8 Occasionnel user VS hardcore user 7 7 NO9 Scrapbook journey--Shutterfly 4 5 NO

10 Feedback Incentive 3 7 NO


Table 29 Channel 4: Social Media opportunities for Business Priority 2 Impact Burden Action

1 Couple of ... 7 3 QH2 Winner (from couple of..) 7 4 QH3 Event Trail 7 6 PLAN4 Mystery/Anonymous Page 2 7 NO5 Interaction with Followers 6 3 NO6 Daily Challenges 4 2 NO7 Picture Contest 7 4 NO8 Couples 6 3 NO9 Date Ideas 7 2 NO

10 Tips 5 2 NO11 Recipes 6 4 NO


Table 30 Channel 5: Mobile Marketing opportunities for Business Priority 2 Impact Burden Action

2 Text scavenger hunt 7 3 QH3 Ads during game 6 4 QH4 We miss you text 8 4 QH5 text updates (competition) 7 2 QH6 text coupons (geo-targeting) 8 2 QH7 morning text 6 5 NO8 Daily text 6 5 NO9 targeted text 7 6 PLAN

10 mobile shopping 6 4 QH


1 2 3 4 5 6 7 8 9 100

2

4

6

8

10

12

Business Goal #2

Email MKTFacebookTwitterInstagramPinterestMobileWebsite

Burden

Impa

ct


1 2 3 4 5 6 7 8 9 100

2

4

6

8

10

12

Business Goal #2

Email MKTFacebookTwitterInstagramPinterestMobileWebsite

Burden

Impa

ct

Table 31 Release Schedule based on using the Waterfall MethodRelease March Platforms for Vendors

Vendor with App

Release April Pictures of companies

Purchase coupon/offer

Current coupon of the company

Release May Testimonials

Referrals from couples geographically

WEBSITE INITIATIVES – WATERFALL METHOD

Table 33: QUICK HITS # Initiative name

Business

Priority

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

7 Coupons (infrequent users)

2 Prep Launch

8 Event website 1 Prep Prep Prep Launch

Live Live Live Live Live Live Live Live

1 Restaurant 1 Prep Launch

Prep Launch Prep Launch Prep Launch

3 Facebook Page (Like w/ Incentive)

1 Prep Launch Live Live Live Live Live Live Live Live Live

5 Special Interest Sites 1 Prep Launch


6 Things to do Blogs 2 Prep Launch


9 Facebook 1 Prep Launch


12 Long-term relationship blogs

1 Prep Launch


5 Women's Health Blogs 1 Prep Launch


9 Youtube Ads 1 Prep Launch


7 Flower Websites 1 Prep Launch


8 Restaurants that Partnered with

1 Prep Launch Live Live Live Live Live Live Live Live Live Live

25 Site URL 1 Prep Launch


Table 33: QUICK HITS # Initiative

nameBusines

s Priority


1testimonials

1 Prep Launch Prep Launch Prep Launch Prep Launch Prep

2sample list of articles

1 Prep Launch Prep Launch Prep Launch Prep Launch Prep Launch

3List where available

1 Prep Prep Prep Launch Prep Launch Prep Launch Prep Launch Prep Launch

11 trial run w/ incentive 1Prep Launch Live

5grand opening event

1 Prep Launch Live

1 reviews from other vendors

2 Prep Launch Live Live Live Live Live Live Live Live

2pictures of companies

2 Prep Launch Live Live Live

3purchase coupon/offer


4 current coupon of the company


4 host a launch party 2 Prep Launch Live

DEVELOP INTERACTIVE MARKETING PLAN

DEVELOP INTERACTIVE MARKETING PLAN

Table 34: PLANNED WORK # Initiative

nameBusine

ss Priority


27 Key Words 1 Prep Launch Live Live Live Live Live Live Live Live

2 Event Trail 2 Prep Launch Prep Launch Prep Launch

5 Targeted text 2 Prep Launch Live Live Live Live Live Live Live Live

7Referrals from

couples geographically

1Prep Launch Prep Launch Prep Launch Prep Launch Prep

2 Platforms for vendors 2 Prep Launch Live Live Live Live Live Live Live Live Live

4 Projections based on other businesses 2 Prep Launch Live Live Live

8 Vendor with app 2 Prep Launch Live Live Live Live Live Live Live Live Live

4 Check in with a pic 2 Prep Launch Live Live Live Live Live Live Live Live

13Month free for the

company - sales/premium

2Prep Launch Live Live Live

10 Check in 1 Prep Launch Live Live Live Live Live Live Live Live

Table 35: Website Opportunities for Business Priority 1

Website Opportunities

Desired outcome How is effectiveness measured?

How is effectiveness optimized?

1 Testimonials Trust the product Click thru rate to Conversion rate

A/B testing with different

tones/copy2 Sample list of

articlesQuality of product

Click thru rate to Conversion rate

A/B testing with different

tones/copy

3 List Where available

Trust the product Check-in More points for lower vendors

4 Trial Run With

Incentive

Try the product Special code for incentive

Conversion rate with codes vs

historical conversion rate

5 Grand Opening

Event

Get people to try product

View of webpage/live

stream/youtube video hits

Conversion rates vs typical rates one month after

event7 Event website Drive traffic back

to our siteCTR Creative & Copy

A/B Testing8 Restaurant Drive traffic back

to our siteCTR Creative & Copy

A/B Testing

SUMMARIZE WEBSITE OPPORTUNITIES

Table 37: Online Advertising Initiatives for Business Priority 1 Online Advertising Initiatives Desired outcome

How is effectiveness measured?


1 Special Interest Sites Drive traffic to website/app

CTR A/B Testing of the

Creative & Copy

2 Things to do Blogs Drive traffic to website/app


Creative & Copy

3 Facebook Drive traffic to website/app


Creative & Copy

4 Long-term relationship blogs

Drive traffic to website/app


Creative & Copy

5 Women's Health Blogs Drive traffic to website/app


Creative & Copy

6 Youtube Ads Drive traffic to website/app


Creative & Copy

7 Flower Websites Drive traffic to website/app


Creative & Copy

8 Restaurants that Partnered with

Drive traffic to website/app


Creative & Copy

ONLINE ADVERTISING INITIATIVES

Table 41: Social Media Marketing Initiatives for Business Priority 1 Social Media Marketing Initiatives

Desired outcome

How is effectiveness measured?


1 Facebook Page (Like w/ Incentive)

To generat

e buzz/tri

al of product

Number of likes

compared to history

The incentive

A/B Testing

2 Couple of the week/month

To get other

couples like

them to try it

CTRDifferent

types/interests of

couples

SOCIAL MEDIA INITIATIVES

Table 43: Mobile Marketing Initiatives for Business Priority 1

Mobile Initiatives

Desired outcomeHow is

effectiveness measured?


1 Ads during game Try the product CTR

Different copy/creativ

e (A/B Testing)

MOBILE INITIATIVES

Table 36: Website Opportunities for Business Priority 2

Website OpportunitiesDesired outcom

e

How is effectivenes

s measured?

How is effectivenes

s optimized?

1 Reviews from other vendorsBuild brand equity

Conversion Rate

A/B testing of reviews

2 Pictures of CompaniesBuild brand equity

Conversion Rate


3 Purchase coupon/offer Trial Conversion Rate


4 Current coupon of the company Trial Conversion Rate


SUMMARIZE WEBSITE OPPORTUNITIES

Table 40: Email Initiatives for Business Priority 2

Email InitiativesDesired outcom

e

How is effectivenes

s measured?

How is effectivenes

s optimized?

1 Coupons (infrequent users) Make loyal

customers

Return Rate Offers that are given to

the infrequent users (A/B Testing)

EMAIL INITIATIVES

Table 42: Social Media Marketing Initiatives for Business Priority 2

Social Media InitiativesDesired outcom

e

How is effectivenes

s measured?

How is effectivenes

s optimized?

1 Winner of the week/month

To generat

e buzz/bui

ld up loyalty

Tracking if remain

loyal/in the system

Different types/intere

sts of couples

2 Event trail across social

Keep couples interest

ed in product

Participation in

event/game

Different rules/types

of game

SOCIAL MEDIA INITIATIVES

Table 44: Mobile Marketing Initiatives for Business Priority 2

Mobile Initiatives

Desired outcome

How is effectivenes

s measured?


1 Text scavenger

hunt

Encourage loyalty

Participation in event

New clues/ places/game style

2 We miss you text

Get people to use app

again

Usage after text sent

Different copy in text messages/time

of day3 Text updates

(competition)Get people to use app

again



of day4 Text coupons

(geo-targeting)

Get people to use app

again

Redemption Rate of coupon


of day5 Targeted text Get people

to use app again



of day6 Mobile

shoppingUse our vendors

coupons/services



of day

MOBILE INITIATIVES

Creative and strategic works of a marketing plan for a new business.Rewarding = creating Keep Em’ Together as a team.Challenging = prioritizing each channelSignificant take-away = Don’t try and make every channel work for each priority

eMail Marketing

Social Media

Mobile Marketing

Online Advertisin

g

Websites

FINAL THOUGHTS

NON-MEMBER VIEW

MEMBER VIEW

Member View

BUSINESS VIEW

Documents

Interactive Final Project