Marketing

Kaitlin Schaberg | Jacob Choi | Fabian Frank | Kevin Poulet | Tyreke White

MS&E Career Community Cohort

Create, Communicate, Deliver

● The Purpose - To assess how marketing teams determine:○ Target Markets ○ Branding○ Positioning○ Ad Campaigns○ Differentiate in Crowded Markets

● The Process - Instagram and Snapchat○ Step 1: Identify a Target Persona○ Step 2: Define a Positioning Statement○ Step 3: Brainstorm Tagline to Target Competitor’s Customers○ Step 4: Generate Magazine Ad to Capture Competitor’s Customers

What was our project?

Age: 20-30 (Generation Y)

Occupation: Professional (9-5 Job)

Relationship: Casually Dating on Bumble

Traits: World Traveler, Foodie, Dog-Owner

Reasons for Using:

● Highlight reel of life● Curated gallery of memories● Filters to enhance artistic quality of user

Frequency of use: 3x/week

Instagram Target Persona

Age: 14-25 (Millennial)

Occupation: Student and has a Part-Time Job

Relationship: Single and Loving Life (aka Tinder user)

Traits: Concert Goer, Loves Road Trips, Partier

Reasons for Using:

● Spontaneous capture● Constant connectedness● Temporal nature● Geofilters, Face Filters, Captions

Frequency of use: 10x/day

SnapchatTarget Persona

Instagram Positioning statement

SnapchatPositioningstatement

For young professionals

Who enjoy exploring

Instagram is a curated gallery of memories

That enables users to highlight their passions

Unlike other social media platforms, Instagram relies on pictures to tell your story

For millennials

Who crave fun and virtual connectedness

Snapchat is a spontaneous communication channel

That allows users to share experiences in the moment

Unlike other communication platforms, Snapchat’s self destructing messages let you enjoy the moment, then allow it to pass

snapchat targeting instagram users in

Instagram targeting snapchat users in

What Did We Like About Our Project?

● Simple on the outside, deep-dive on the inside.

● A look at how apps go viral.

● Apples vs Oranges (how to differentiate products).

● Mayumi’s step-by-step guidance and expertise.

What Would We Improve?

● Project Outline○ Explain project description prior to choosing groups

● Initial Mentor Meeting○ 1 hour with mentor to discuss project requirements