LikeBright Plans Book

7/30/2019 LikeBright Plans Book

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TABLE OF CONTENTS

Executive Summary

Situational Analysis

Objectives &S.W.O.T. Analysis

Competitors

Demographics &

Psychographics

Research

Personal Interview

Survey Results

Creative

Creative Brief

TV Ad

Print Ad

Magic Mirror

FlyersApps

Media

Campaign Evaluation

1

2

3

5

6

7

11

13

15

16

1718

19


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ExECuTivE SummAry1

ince the beginning of its existence, the internet has dramatically changed the way we interact with one an-other. With the rise of several social media platforms, such as Myspace and Facebook, online dating has be-

come increasingly popular. However, along with its popularity there are growing concerns and negative percep-

tions of honesty, safety, and misrepresentation of ones self. LikeBright, being a new internet dating service, has

the responsibility of not only creating brand awareness to obtain a part of the market share, but to overcome the

fears and negative perceptions of online dating. Using the unique up to date information of Facebooks social

media platform, LikeBright the advantage of dismissing misrepresentation claims, while making connections

with mutual friends rather than strangers. This provides a sense of safety, by addressing the fear potential users

have of online dating, and shifting perceptions to believe LikeBright is an honest solution. This will not only

build awareness of the LikeBright brand, but increase user-ship resulting in an increase of market share.

The marketing objective is to target women between the ages of 25 35, by raising awareness of the safeand honest methodology of LikeBright. The primary focus is to address the fears associated with online dating

and dismiss the claims by presenting LikeBright as the solution in efforts to break in the online dating market.

According to the Association for Psychological Science, researchers have now found online dating second to

meeting potential dates via friends. Match.com and E Harmony share the majority of the market. However,

neither site purposes a similar model of the number one way to meet new dates, which is via mutual friends.

This unique selling proposition places LikeBright at an advantage. Through the multimedia advertising cam-

paign used it is expected to meet our intended objectives and receive an increase of user-ship while creating and

establishing brand recognition. The campaign will be tailored to meet the reasonable budget requirement of 2.5

million.

The multimedia campaign will embody the concept that all things that may at rst seem scary have positive

outcomes. Throughout history we have seen people conquer their fears and gain positive rewards. A woman de-

es the law and refuses to give up her seat to a white man, resulting in the beginning of civil rights. A man trav-

eling to a new world that others said did not exist. A women lets down her guard and falls in love, and another

overcomes her fear of what her family may think, or perhaps fears being rejected, but instead gains a wonderful

experience with a potential mate. LikeBright assumes the role of courage, offering women the perfect medium

for safety and honesty; it also gives women the chance to say theyve met through friends. The advertisements

will address the fears of online dating by depicting what people fear it is like and what it actually is, or could

beif they allow themselves the chance to try it.

Advertising will convince single women between the ages of 25-35 that LikeBright provides an honest, safeand authentic dating service. The marketing strategies will constitute of a variety of innovative advertising

methods including a smart phone application for ease of use, print advertisements in various outlets, (including

a partnership with a major hotel chain) and 30-sec digital commercial. The tone of the advertising campaign

will be fun yet chic and smart. The campaign will successfully create awareness revolving the brand, change

negative perceptions of online dating, and increase user-ship of LikeBrights dating service.

LikeBright, Youll Never Know Unless You Try

S


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CASE OBjECTivE Introduce LikeBrightto its initial target market for American women on Facebook who are

between the ages of 25 to 35 and is single.

Must increase awareness of LikeBrights safety methods into online dating to differentiate

amongst our competitors.

We are given $2.5 million dollars to develop an ad campaign. Generally, targeted towards

short online video advertisement.

S W O T

SiTuATiONAL ANALySiS2

Strengths Weaknesses Opportunities Threats Have newsletters/blogs

that informs users about

dating

Safe communication

Matchmaking, and allow-

ing users to connect with

nonusers

Rules out people that are

in a relationship

Uses Facebook to ndsingles among your mu-

tual friends

Privacy, customers are

anonymous and no one

will know if you are us-

ing the app.

Eliminates the need to do

extensive questionnaires

Fairly new in the market

Underdeveloped site

Similar services in the

marketplace

Uses your mutual friends

instead of dating random

person

With Facebook reach-

ing a billion users the

matchmaking potentials

are endless

Very few social media

dating services

It is free of charge

Negative perceptions of

online dating

Too many online dating

services

Reputation of online dat-

ing has been ruined

Negative views among

friends and families

who uses online dating

services Still considered at times

taboo in society


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SiTuATiONAL ANALySiS3COmpETiTivE ANALySiS

Pros

Premium members can send and receive email

with any members

Zoosk can gather your information from social

media sites (ex: Facebook, Twitter, mySpace, and

etc) to create a prole with ease

More than 50 million singles have created Zoosk

account since it launched in 2007 Available in 20 different languages

Cons

Expensive

Manual searching

Mostly used for irting and not a serious relation-

ship connector

Pros

Geared towards long relationships

Has scientic approach in matchmaking

Helpful guides during communication process

Excellent compatibility test

Free mobile access

Cons

Expensive Self-searching not allowed

Long sign-up process

Slow matching process

Conservative when it comes to worldview

Pros

Helps you nd singles in your extended circles on

Facebook

Its free of charge

Secured

Non-single friends can use the service wing

to nd people with similar interests or help theirsingle friends nd someone

Cons

Service is brand new

May cause non-singles to harm their current rela-

tionship

Website is not stable and has technical errors

Pros

Very rst online dating service

Serves over 24 different countries and territories

Praised for ease of use

Cons

Mobile access with fee

Must pay to send and receive emails

Inactive members are not labeled

Not responsive to complaints


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SiTuATiONAL ANALySiS4

Pros

Simple process

Finds your ideal mate(s) through Facebook and

emails them to you daily If you have no friends on Facebook, it uses third-

degree connections to nd other members that ts

your criteria

Gifts you free appetizer, dessert, cup of coffee at

nearby restaurant or cafe for dates

Free to sign-up

Cons

Have to pay to nd more information about your

match

Have to pay to re-connect with previous members

if you have change of heart Only serves services in New York City, Boston,

and San Francisco

Pros

Simple process

Finds your ideal mate through mutual friends on

Facebook

Free to sign-up

Cons

Newly created

ExpEnsivEinExpEnsivE

ModErn

outdatEd


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SiTuATiONAL ANALySiS5DEmOgrAphiCS AND pSyChOgrAphCS Our audience consists of Generation Y women

from the ages of 25-35 years old

Majority are planning to or already have graduated

from college and are preparing to transition into

the world of an adulthood and focus more on mar-

riage/family

They spend most of their time using social media

Tech savvy

Our consumers are strong with an independent de-

meanor. They often have busy lives, and nd little

time to date. They are quality women with integrity

and intelligence. Most of them are longing for inti-

macy, affection, and often feel frustrated in the dating

world. But they are not desperate, and do not settle

for less. They are conscious of their decisions when it

comes to nding their perfect mate.

What are they like?

The consumers have a strong value and belief system.

For them, family is an important part of their life, as

well as being loyal to their friends. They value and re-

spect the institution of marriage with optimistic views

of life. These women are career oriented and have a

go-getter attitude.

What are their values, beliefs, and

attitudes?

Most of the LikeBrights consumers are passionate about work, family, friends, future, and career. They also

have hobbies such as photography, shopping, socializing with friends, indoor and outdoor activities. They are

passionate about their health, the environment and animals.

What are they passionate about?


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We wanted to nd out the heart of the problem when it comes to online dating. We interviewed consumers about

their online dating experience.

rESEArCh6iNTErviEw

Q: Hey, I was hoping I could ask you a few questions

on your experiences with online dating.

A: Sure go for it.

Q:Well I know that you have tried match.com. How

was your experience?

A: It was real good. I met my boyfriend on there that I

have been dating for several months now. It was hard to

get used to it at rst, but then I got more comfortable and

it was easier.

Q:How likely were you to agree to a blind date

before your experience and after?

A: Before somewhat likely. After this, even if it ends

badly, I know that it would be because of the person not

because of match.com. So very likely.

Q:Were you likely before this experience to date a

friend of a friend?

A: Not really. I felt like I had heard about everyone

friends or had met them. I wanted someone outside my

comfort zone, someone who I wouldnt normally pick

out myself.

Q:Why do you think that is?

A: I think that maybe what I am seeing or attracted to is

not for me anymore.

Q:Tell me more about your experience before

going into the online dating site. Were there any

apprenhensions ...thoughts? Feelings?

A: Kind of. I felt a little scared to tell my parents.

Q:How did that go?

A:It went suprisingly well. They were proud of me

taking my love life into my own hands. That made

everything from there goes faster.

Q:So both your parents support is the most

important audience you would say?

A:Yes.

Q:How was it telling your friends?

A: My L.A. friends made it a lot easier than my so-called

friends... I think it is because they have more of a fast

pace life and are used to accepting new things and are

used to other people having fast pace lives as well. They

realize that its not that easy nding someone in this fast

city and they were very supportive.


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puBLiC SurvEy 93We have conducted a public survey asking the people questions regarding their opinions or personal experiences

to gain more insight on the public views of online dating.

Female

Male

23.7%

76.3%

1. gender of our participants 2. participants ages

3. hoW likely they Will agree on blind date.

Very Likely

Likely

Somewhat Likely

Not Likely

38.7%11.8% 6.5%

43%

rESEArCh7

main objective

To understand our consumers perspective of online dating

To nd solution to the problem with online dating

Develop a strategy that helps improve online dating services


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4. hoW likely they Will agree on blind date if the person Was a mutual friend.

Very Likely

Likely

Somewhat Likely

Not Likely

24.7% 15.1%

17.2%

43.3%

5. important vieWs When it comes

to searching mate.

6. hoW likely they Will try a dating

site at some point in their life.

rESEArCh8


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puBLiC SurvEy 937. if they knoW someone Who has been on a dating site With success.

I Suspect a Friend has

No

Yes

48.9% 7.6%

43.3%

rESEArCh9

8. W

RiskyCreepy

Desperate

Intimidating

WeirdInsecure Fun

Scary

Exciting

Unpredictable

DangerousUnsafe

Dierent SpontaneousAwkward

UnknownNot GenunineDaring

Fake

Embarrassing

UnreliableVague

Mysteriou

sC

onvenient

Expensive

Crazy

Unstable

Pathetic

DumbLame

Last ResortJeopar

dizing

FalseSad

Lonely

IntriguingPointless

Easy

Misleading

Rape

Sketchy

Useless

Dateline

Modern

Unreal

Silly


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8. people Who have been on a dating site.

No

Yes

79.6%

20.4%

9. peoples concern With online dating.

rESEArCh10


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Our advertising campaign will convince single women be-

tween the ages of 25-35 that LikeBright provides an honest,safe and authentic dating service. The advertising campaign

will be accomplished by depicting scenarios of our com-

mon fears and contrast their views with positive actuality

of the situation. The mood and the tone of the advertise-

ment will be honest, fun, and above all, optimistic.

Strategy

Based on our research, we have determined that our target

audience is consumed with the negative perception of online

dating. Therefore, we want our audience to know that every-

thing in life takes steps and risks to accomplish goals. Thus,

making LikeBright the #1 online dating site by providing

consumers security, authenticity, and honesty.

what SupportS thiS idea?


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yoll Nee Kno unless yo T.


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CrEATivE11

We are trying to create a video, or any type of advertisement for LikeBright social media dating service.project description/overvieW

CrEATivE BriEF

Introduce LikeBright to its initial target market for American women on Facebook who are the age of 25 to

35 and single.

Must increase awareness of LikeBrights safety methods into online dating to differentiate among our com-

petitors

We are given $2.5 million dollars to develop an ad campaign. Generally targeted towards short video adver-

tisement.

objective

Our primary audiences are single females at the age of

25-35, and our secondary audiences are single males

at the age of 25-35.

Who are We talking to?

Smart individuals who are college educated. They are

not desperate and are independent, know their stan-

dards, and are career driven.

What are they like?

Not many females prefer online dating due to the risk

of dating someone who is, inauthentic, their personalsafety, and misinformed information that is given from

the service itself about the individual.

key finding

Our advertising campaign will convince single women

between the ages of 25-35 that LikeBright provides anhonest, safe and authentic dating service. The advertis-

ing campaign will be accomplished by depicting sce-

narios of our common fears and contrast their views

with positive actuality of the situation. The mood and

the tone of the advertisement will be honest, fun, and

above all, optimistic.

copy strategy

Based on our research, we have determined that our target audience is consumed with the negative perception ofonline dating. Therefore, we want our audience to know that everything in life takes steps and risks to accom-

plish goals. Thus, making LikeBright the #1 online dating site by providing consumers security, authenticity,

and honesty.

Whats the main idea?

There are negative perceptions of online dating which can harm the image of LikeBright to those whom never

tried the services before. We conducted a primary research with surveys and asked 93 individuals to list three

adjectives that describe online dating to them. The top three highest related words were unauthentic 30.1%,

unsafe 22.6%, and scary/desperate tying in at 17.2%.

emotional/psychological barriers - negative perceptions


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CrEATivE12

VIDEO (ALL CAPS) AUDIO (Sentence Case)

FADE IN:

EX.- OUSIDE OF SCHOOL - WIDE: GIRL AK-ING HER FIRS SEP INO SCHOOL FEELINGSCARED.

IN. - INSIDE A CLASSROOM - CU: HE GIRL

LAUGHING AND ENJOYING HER IME INCLASS.

IN. - INSIDE A CAR - MCU: FEAR OF DRIVINGFOR HE FIRS IME.

IN. - INSIDE A CAR - MCU: A GIRL ENJOYINGDRIVING.

EX. - OUSIDE ON A SREE - OS: A GIRL CRY-ING WHILE SIING A A CURB ON A SREE.

IN. - A A BUSINESS OFFICE - OS OF AN IN-ERVIEWER: A GIRL GEING NERVOUS AHER FIRS JOB INERVIEW.

EX. - OUSIDE IN HE ALLEY - WIDE: A GIRLWALKING HOME BY HERSELF.

IN. - INSIDE HER ROOM - POV: HE GIRLLOOKING DOWN A HER COMPUER WIH

LIKEBRIGH AS HER HOMEPAGE.

IN. - INSIDE A RESAURAN - MED: HEGIRL ENJOYING HER IME WIH HER NEWBOYFRIEND HA SHE ME HROUGH LIKE-BRIGH.

END CARD

FADE OU

Music Cue: Some classical music

VO: We all have ears in our lives. Remember whenyou took your rst step into a kindergarten classroom?

SFX: School bell ringing

VO: But that rst riend made all the dierence.

SFX: Kids laughing and playing.

VO: How about your rst time experience with driv-ing?

VO: You have to admit, there was nothing to be araido.

VO: How about your rst break up?

VO: And your rst ocial job interview?

VO: Walking away rom that bad relationship.

VO: ry something new takes courage.

VO: But taking that rst step can result in somethinggreat.

ANNCR: LikeBright is a sae alternative way to meetyour riends single riends online. Log on to Like-Bright.com You will never know unless you try.

itle: FearlessFormat: AnimaticOne-line descriptor: A 30 second animatic ad displaying earul events and

contrasting them with positive outcome.

Tv AD SCripT


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CrEATivE13

AdverTiSemenT

A girl taking her rst step into

school.

VO: We all have fears in our

lives. Remember when you

took your rst step into a kin-

dergarten classroom?

SFX: School bell ringing

VO: But that rst friend made

all the difference.

SFX: Kid laughing and play-

ing.

VO: How about your rst time

experience with driving.

VO: Walking away from that

bad relationship.

VO: Trying something new

takes courage.VO: But taking that rst step

can result in something great.


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CrEATivE14

VO: You have to admit, there

was nothing to be afraid of.

VO: How about your rst break

up?

VO: Or your rst job inter-

view?

ANNCR: LikeBright is a safe

alternative way to meet your

friends single friends online.

Log on to LikeBright.com.

You will never know unless

you try.

short 30-second commercial encompasses an every day girl

in her journey from adolescence to adulthood. Its theme is

simple You never know unless you try. The commercial shows

the everyday milestones that people face such as the rst day of

kindergarten, rst date, rst heart break and rst job interview. In

the 30 seconds this commercial shows the idea that without trying

this individual would not have conquered and enjoyed her life thesame.

Online dating is similar in the sense that it is scary, but at the

same time nothing bad can happen from trying. Our ad does not

have time to go into the obvious stereotypes and apprehensions

that LikeBright desolates on its site. However, it captures its key

demographic at the core, relating to them at a humanistic level

and bringing them back to the reality of their current situation.

Trying scary things in your life were hard, but imagine how much

harder life would have been if it were not for those experiences.

T


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Our print ad...

CrEATivE15priNT AD FOr mAgAziNES

Thrilling

Intrig

uin

g

Breathtakin

g

Ambiguous

Jittery

Nervous

Strange

Euphoric

Majestic

Jumpy

Frantic

Fidgety

Timid

Sh

y

Fun

Impre

ssive

Incredib

le

Aw

esom

e

Sketchy

Jeopardi zi ng

Dateline

Ex

pe

nsiv

e

Sp

ont aneous

Unp

r edi ct abl e

Pathetic

Insecure

Desper at e

Unp

redictable

Unknown

Fake

Useless

LonelyAwkwardPatheticDesperateMisleadingEmbarrassingDaringUnstableVagueUnknownMysteriousUnrealLonely

Spontaneous

Datelin

eCrazy

Dierent

Unreliable

Insecure

Jeop

ardizing

Unknown

Intim

idating

Datelin

e

Weird

Lame

Misle

ading

Unsta

ble

Intim

idating

Di

erent

NotGenunine

Jeopardizing

LastResortUnrealDangerousDumbInsecure

Unreliable

AwkwardUncomfortableLameDierentFalse

Unsafe

Risky

Cautious

Cree

py

De

sp

er

ate

Stupid

Lonely

Embarrassing

NotGenunine

Stupid

Moving

FakeS

cary

Exciting

Optimistic

Pitiful

Pathetic

Dierent

Joyful

Sensational

Liv

ely

Awesom

e

Cool

Desperate

Weird

Unknow

n

Scary

Expensive

Unstable

Awkw

ard

Falling Can Be Fun.

Youll Never Know Unless You Try

www.likebright.com

Trying something new can sometimes be alittle scary, but meeting

someone new shouldn't be. LikeBright is a new safe and easy way tomeet your friends' trusted friends through Facebook. Log on toLikeBright today, you'll never know unless you try!


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CrEATivE16

mAgiC mirrOr ADvErTiSEmENT

Te magic mirror is a new trend o media vehicle that ad agencies use these days. It is mostly seen in restroom

acilities where customers spend requent visits outsides rom their homes. Te platorm displays a certain typeo ad on the mirror and when an individual approaches, the display will dramatically change so that the mirrorwill serve its original purpose. Te ad itsel will just minimize to a certain corner so that the individual will stillsee the logo o the ad and will be able to do her routine in the restroom.

We believe that displaying these ads will help bring interest among our targeted audience because it is uniqueand an eye-catching in which our consumers can interact with the ad.


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In addition to our magic marrior ad, we believe it will be an essential idea to place 4x6 fyers near the restroom

either near the magic mirror itsel or outside o the restroom so that individuals can gain additional inormationon their hand i they are interested.

CrEATivE17FLyErS

LikeBright

LikeBright

Youll Never Know Unless You Try


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CrEATivE18

SmArTphONE/TABLET AppLiCATiONS


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mEDiA19mEDiA pLATFOrmS

People magazine consists of h

Why people magazine?


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mEDiA20


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mEDiA21


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mEDiA22

People magazine consists of h

Why cosmopolitan magazine?

Documents

LikeBright Plans Book