Trio is a start-up social media app that combines photo, video, and web access in a uniquely fun and shareable way. My team and I developed this fully integrated marketing communications campaign for Trio's launch in our Adzou Capstone course at the University of Missouri School of Journalism. 2014.

Integrated Marketing Campaign
Integrated Marketing Campaign
Presented For: Trio Brought to you by: J4970 Adzou Capstone - University of Missouri School of Journalism
Presented For      Trio      Brought to you by      J4970 Adzou Capstone - University of Missouri School of Journalism
Table of Contents Executive Summary Situation Analysis Research Big Idea Target Profile Creative Brief Marketing Communication Strategy Creative Deliverables Monitoring and Measuring Appendix 2 4 10 16 18 22 26 54 68 72
Table of Contents Executive Summary Situation Analysis Research Big Idea Target Profile Creative Brief Marketing Communica...
Executive Summary 2
Executive Summary 2
Trio is a social media app for smart phones and tablets that allows users to integrate video, picture, voice, text and other social media content into a single video clip. Trios are separated into three distinct “moments,” each no longer than 10 seconds in length. Trio invites users to engage in “missions” that challenge them to complete certain tasks that they can upload to the app and share with the world. Users can “vote” on which completed mission is their favorite. Campaign Objectives • Trio will be integrated into all of the campuses in California starting with public and moving to private. This will encompass 156 universities across the state. • Trio has a goal of 25% aided awareness at the select universities in the launch year. • For launch year, Trio hopes to have 10% of students across all universities downloading the app. That would result in anywhere from 5,500 students on one campus to 2,000 on one campus. Trio will be the new social media app to take college campuses by storm. With the integration of video, picture, voice, text and other social media platforms into one video clip, Trio provides users of all kinds the platform to meet their needs. 3
Trio is a social media app for smart phones and tablets that allows users to integrate video, picture, voice, text and oth...
Situation 4
Situation 4
Analysis 5
Analysis 5
Industry Trends The use of social media is on the rise. Fifty six percent of Americans own at least one social media account and 22% of Americans use social media sites more than five times daily. Social media accounts for approximately 25% of the time active internet users are online. 6
Industry Trends The use of social media is on the rise. Fifty six percent of Americans own at least one social media accou...
This means that these users have access to more content through these outlets. Sites Tumblr, Pinterest and Instagram had more than 10 million first time users in 2012, triggering a trend of people spending more time on outlets that use visual media. This places Trio in a market that is thriving and ready for the next big visual media platform. With 40% of social media traffic derived from mobile phones, an app like Trio will fulfill a growing need. 7
This means that these users have access to more content through these outlets. Sites Tumblr, Pinterest and Instagram had m...
Competitive Landscape Founded in 2004, Facebook boasts over 1 billion users. In 2014, USA Today cites Facebook as number five most valuable tech companies worth $184 billion (March 13, 2014). Facebook allows users to connect with friends and family from across the globe to share pictures and updates from their lives. Their mission statement is: To give people the power to share and make the world more open and connected. Twitter currently has 241 million active users monthly, with 76% of these primarily using phones. Only founded in 2006, Twitter has experienced slower growth than Facebook, but is expected to grow rapidly. It is currently worth $17 billion. Twitter allows users to follow people, news and companies in which the are interested for updates and information. Twitter’s mission is: To give everyone the power to create and share ideas and information instantly, without barriers. 8
Competitive Landscape Founded in 2004, Facebook boasts over 1 billion users. In 2014, USA Today cites Facebook as number f...
Instagram is worth approximately $5 billion and is owned by Facebook. It was founded in 2010 and currently has 200 million active monthly users. Instagram allows users to connect with friends and share photos and video of what they are doing. Instagram’s mission is: To capture and share the world’s moments. Vine was bought by Twitter in 2013, but was founded in 201 Named the best 1. selling app for the IOS Vine has 13 million users. Vine allows users to share sixsecond videos they make through the Vine app with all of their followers. 9
Instagram is worth approximately  5 billion and is owned by Facebook. It was founded in 2010 and currently has 200 million...
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10
Research 11
Research 11
Primary Research A survey of 100 social media users has resulted in a better understanding of what consumers are looking for through social media outlets. The goal of this survey was to determine the difficulty of market penetration and some factors users consider when joining a new social network. 12
Primary Research A survey of 100 social media users has resulted in a better understanding of what consumers are looking f...
Our results showed that college students are heavily influenced by peers. The number one answer for if they would try a new form of social media was whether or not their friends were using it. Another factor to consider is whether or not the app will cost users money. Out of the 100 surveyed: 55% said they would not spend money on an app. 31% said they would consider it if the app was really popular. 13
Our results showed that college students are heavily influenced by peers. The number one answer for if they would try a ne...
Survey Results Gender What social media platforms do you use? Female Male 66%% 94% 99% Education Number of social media Accounts High School Freshman Sophomore Junior Senior Bachelor’s Degree 14 89% 9 9 19 21 22 None One Two Three Four Five Seven Eight Nine Ten 85%
Survey Results Gender  What social media platforms do you use   Female Male  66    94   99   Education  Number of social m...
How important are sweepstakes or other incentives for trying new social media? Very Important Somewhat Important Neutral Somewhat Unimportant Very Unimportant How many hours per week do you spend on Social Media? 0-2 4% Yes 8% 2.5 - 6 17.1% 24.2% 28.2% 26.2% 38% 6.5 - 10 28% 10.5 - 15 15.5+ Are you willing to spend money on an app? 14% No Only if it’s a really popular app 55% 31% 17% 9% 15
How important are sweepstakes or other incentives for trying new social media   Very Important Somewhat Important Neutral ...
The Big Idea 16
The Big Idea 16
Explore, Create, Share Trio is the app to share your explorations. You love to discover new people, places, and things. With Trio, now you can share these adventures with your friends and challenge them to complete new location-based adventures of their own. 17
Explore, Create, Share Trio is the app to share your explorations. You love to discover new people, places, and things. Wi...
Target 18
Target 18
Profile 19
Profile 19
The Pseudo Granola Pseudo granolas are bold explorers with social media presence. A weekend kayak trip is not complete without an Instagram post or a Fourquare checkin. Pseudo granolas are excited to discover their town’s hidden gems and share them with their friends and neighbors for social validation. Trio is the app to share their explorations. With each mission, pseudo granolas can capture their adventure and challenge their friends to follow in their footsteps. Whether it be a video of your bike ride to the park or a selfie with your ice cream, pseudo granolas challenge you to post your latest adventure, however bold you’re feeling in the moment. 20
The Pseudo Granola   Pseudo granolas are bold explorers with social media presence. A weekend kayak trip is not complete w...
Like pseudo granolas, traditional granolas are environmentally aware, open-minded, left-winged, socially aware and active, anti-oppressive and anti-discriminatory with an organic and natural emphasis on living. Traditional granolas differ from pseudo granolas because they intentionally leave behind their iPhones when kayaking, climbing, or going on an outdoor adventure. They’re explorers who will usually refrain from posting about these adventures on social media because they don’t really feel the need for social validation. They feel social media and technology in general can distract from the raw, natural experience and have a distaste for mainstream, popular trends. Pseudo Granolas place this same value on adventure and experiencing new and interesting people, places, and things. However, they are 100 percent comfortable ‘remaining connected’ while they explore. In fact, the exploration isn’t really worth it unless they can share it and publish their conquests and discoveries to the world and invite others into the experience . 21
Like pseudo granolas, traditional granolas are environmentally aware, open-minded, left-winged, socially aware and active,...
Creative 22
Creative 22
Brief 23
Brief 23
Communication Objectives - Why are we advertising? • To become the next big social media application among college students. Trio will give users the opportunity to combine “moments” to complete missions or simply to share their adventures. The goal is to motivate audiences to download and test out the app. Target Audience - Who are we talking to? • We are targeting college-aged students ages 18 to 22. These students are tech-savvy innovators who are extroverted and strive to be popular online. The target profile can be defined as pseudo granolas. Distinct from the ‘traditional granola,’ pseudo granolas are bold explorers with social media presence. Industry Trends - What is going on in the industry? • The social media industry is experiencing fast-paced growth and continues to be an emerging market. This is a positive for Trio as it can take advantage of consumers’ willingness to try new apps on a regular basis and use multiple social media apps at the same time. Still, Trio faces a structured social media marketplace, and must differentiate itself from competitors like Instagram, Facebook, Vine, Snapchat, and Twitter to capture consumer interest. 24
Communication Objectives - Why are we advertising       To become the next big social media application among college stud...
Points of Differentiation - What makes the Trio brand distinct? • Trio gives users the opportunity to aggregate social media content from across multiple platforms and create new content in a more engaging, social, competitive manner.The ability to challenge other users to complete “missions” is a unique and fun way to enhance their social media presence. Main Idea: • Trio is the quintessential social media application for the everyday adventurer, that lets you compile photos, videos, tweets, voice and more into exciting missions and shareable moments that will impress and intrigue everyone on one platform. Tonality: • Young, hip, and fresh. Mandatories: • Trio logo, social media handles, style guide, App Store purchase page, digital ads, brand ambassadors merchandise and promotional tools 25
Points of Differentiation - What makes the Trio brand distinct       Trio gives users the opportunity to aggregate social ...
Marketing Communication Strategy 26
Marketing Communication Strategy 26
Our marketing plan aims to target pseudo granola students through the use of three main tactics: brand ambassadors, sponsoring local “missions,” and advertising via social media. Our promotions and “missions” are centered around college campuses where we will rely on brand ambassadors to plan events and market the app. Our hope is that these events will foster word-of-mouth and hype surrounding Trio which will generate interest and ultimately downloads of the application. 27
Our marketing plan aims to target pseudo granola students through the use of three main tactics  brand ambassadors, sponso...
1 Trio Brand Ambassadors The Trio Brand Ambassador Internship Program’s purpose is to promote the Trio brand on college campuses both in California and nationally. Although it is an unpaid internship, Ambassadors will gain real-world marketing and PR experience working for the latest new app in college communication. Trio Ambassadors are outgoing, intrepid trend-setters who have a passion for social media. These Ambassadors are adventure-seekers who are known for finding ways to capture and share their novel ideas, and like to invite others into their experience. Merchandise and swag will be provided for recruitment purposes. Trio will give Ambassadors the tools to do something amazing on their campus. Following is the Trio Brand Ambassador Kit as well as an Ambassador recruitment brochure. The “Trio Color Run” serves as an example of promotional events Trio Ambassadors will organize to spread brand awareness among their campus. 28
1  Trio Brand Ambassadors  The Trio Brand Ambassador Internship Program   s purpose is to promote the Trio brand on colleg...
Trio Brand Ambassador Tool Kit: Perks: What’s in it for you? Real-world marketing, public relations, and event planning experience. Learn on the job! Use your creativity and enthusiasm to spread the word about the world’s newest and coolest application to enter into the social media sphere. Apply and expand your marketing expertise by learning how to effectively advertise and promote this product to your peers. Another perk, bragging rights. You’ll be able to tell everyone you were here first. Not to mention the endless amounts of swag you’ll receive at the epic campus events you get to host. What’s your role? You will be the go-to person for Trio executives and your peers on campus who are looking into the application. You will be expected to be available to these parties to answer questions, provide feedback, and give ideas. You will be relied on to provide insight into the college market and how you think they can be reached most effectively. Along with this, you will be expected to be an outgoing leader at your school who inspires their peers to become involved with Trio. 29
Trio Brand Ambassador Tool Kit  Perks  What   s in it for you  Real-world marketing, public relations, and event planning ...
What are your tasks? • • • 30 Social Media • You will be expected to communicate on all social media platforms at least once per day. (This includes Facebook, Twitter, Vine, Instagram, and Trio.) All posts should be about and/or promoting a Trio event or mission. • Make sure the information is relevant and consistent across all platforms. • Posts should also build enthusiasm. Maintaining a Personal Brand • As the face of Trio we ask that you maintain your own personal brand as an adventurous, social media savvy competitor with sufficient knowledge of the trendy scenes in your town. • Your brand should be genuine and authentic to drive conversations that are important to you while also furthering the goals and objectives of the company. Plan Campus Missions and Events • Plan missions surrounding events or causes going on around campus or around your city. • The purpose of this is to increase and foster engagement among peers. • For example: If it is homecoming week, create a mission to attend three consecutive events. • Figure out what events Trio could sponsor around your school to increase awareness and interaction. • Do research about what events have done well in the past and brainstorm around that. Be creative and specific to your school! • For example: pub-crawls, trivia nights, rock walls, color runs, etc.
What are your tasks                                        30  Social Media      You will be expected to communicate on al...
What Are We Working With? • Let’s talk budget. As you brainstorm ideas for campus missions, contests and events, you will be in contact with Trio executives to decide what kind of swag and budget is necessary to put on the function. Whether it is a Trio sponsored pizza party, a free t-shirt giveaway, or putting together a color run, we will work together to determine what kind of budget will be needed. o Another aspect of this will be your communication with the businesses that will be helping out with our events to verify their pricing. •For example: Talking with rock wall/tent/t-shirt companies. 31
What Are We Working With       Let   s talk budget. As you brainstorm ideas for campus missions, contests and events, you ...
Trio Ambassador Recruitment Flyer Middle Fold Outside 32 Back Cover Front Cover
Trio Ambassador Recruitment Flyer Middle Fold  Outside  32  Back Cover  Front Cover
Left Middle Right Inside 33
Left  Middle  Right  Inside  33
2Events and Guerilla Marketing Phase Guidelines by Campus Trio Brand Ambassadors will host events, coupled with guerilla marketing tactics to promote the app to psuedo granolas. There will be three phases of events, starting with general app promotion to more interactive and adventurous events. Pseudo Granolas are always up for sponateous adventures, which is why our guerilla marketing tactics will be the perfect opportunity to engage them. Students will download the app at the events, and will be able to complete a mission on the spot. The events in phase three will solify Pseudo Grandolas engagement with Trio. See the Trio Color Run event below for a properly executed event. 34
2Events and Guerilla Marketing Phase Guidelines by Campus Trio Brand Ambassadors will host events, coupled with guerilla m...
Events and Guerrilla Marketing Phase One: -Trio Brand Ambassadors will set up a tent in a central location on each campus to pass out free Trio Merchandise and promotional materials Events and Guerrilla Marketing Phase Two: - Trio Brand Ambassadors will implement one of the guerrilla marketing tactics listed below Events and Guerrilla Marketing Phase Three: - Trio Brand Ambassadors will create and promote an event via social media and campus outreach Guerrilla Marketing - Rock Climbing with Trio - Hot Air Balloon Rides - Photo booth - Stencil Arrows to local bars with Trio’s logo to unlock a drink special Events -Color Run - Trio Happy Hour - Trio Pub Crawl 35
Events and Guerrilla Marketing Phase One  -Trio Brand Ambassadors will set up a tent in a central location on each campus ...
trio Color Run “Color Runs” are exciting 5K events in which the participants are given throw-able, brightly colored powder to whip at one another for the duration of the run. They are an increasingly popular promotional tool, and are regarded as a successful marketing event tactic on college campuses. Pseudo-granolas would love to participate in an event like this due to their adventurous spirit, love of the outdoors, and the opportunity for a great and colorful photo op. A color run is an engaging, low cost, feasible promotional event for Trio Brand Ambassadors to put on. This example features a Trio Color Run on the UC Berkeley campus. 36
trio Color Run    Color Runs    are exciting 5K events in which the participants are given throw-able, brightly colored po...
In the weeks leading up to the Trio Color Run, Brand Ambassadors will promote the event on campus from the Trio Tent located at popular or crowded spots such as the campus quad. Fliers (right) will be prepared and distributed as well as Trio Color Run posters and banners (top). Each event will be accompanied by a Mission that involves traditions or landmarks of the particular college. Missions will be broken down for participants in three phases, marked by signs and guides along the Color Run course. Each participant that submits a completed Trio of the event is entered into a prize raffle. During this time Ambassadors will also be involved in other promotional steps of the Media Plan in correspondence with the Trio Color Run to ensure the spread of brand awareness. 37
In the weeks leading up to the Trio Color Run, Brand Ambassadors will promote the event on campus from the Trio Tent locat...
UC Berkeley “Big C” Color Run Mission 1) The Big C - “Hike your way to the Trio Color Run starting line at the Big C! Record your journey for Mission Phase 1.” 2) Sather Gate - “Follow the Trio Color Run under Sather Gate and record your colorful antics for Mission Phase 2!” 3) Sproul Plaza - “Cross the finish line at Sproul Lower Plaza and record your triumph for Mission Phase 3. Stay and hangout at the Trio Tent for free swag, food, and a chance to win the raffle prize!” 38
UC Berkeley    Big C    Color Run Mission 1  The Big C -    Hike your way to the Trio Color Run starting line at the Big C...
The Big C is a Berkeley staple. Ambassadors will be stationed along the hiking trail to throw paint and assist with the app, as well as at the start of the run at the top of the hill. Free Trio t-shirts and merch will be given out along the hike to the start of the run. Sather Gate is also a Berkeley staple as most students walk under it every day. The Trio logo will be spray-pressed on the ground along the Color Run route, pointing the way to the next Phase of the Mission. 39
The Big C is a Berkeley staple. Ambassadors will be stationed along the hiking trail to throw paint and assist with the ap...
Sproul Plaza is typically one of the most crowded places on the Berkeley campus. It has been the site of the Indian Holi celebration, so is no stranger to a mess of color. Here, at the Color Run finish line, Ambassadors will set up a big Trio Tent complete with free pizza or ice cream or other inexpensive treats and free Trio merch. Popular music will be played with the hope of sparking a Trio sponsored dance party. The prize raffle winner will also be selected here. 40
Sproul Plaza is typically one of the most crowded places on the Berkeley campus. It has been the site of the Indian Holi c...
UC Berkeley Trio Color Run Route 41
UC Berkeley Trio Color Run Route  41
3 42 Public Relations & Media Tactics
3  42  Public Relations   Media Tactics
Conferences Introduce Trio to phase 1 campus’ through the local campuses’ media outlets, such as a local Radio program to get the word out about the app. Following the radio coverage, reach out to local news stations on campus to promote the app. Continue moving forwards with same steps for phase 2 and 3 campuses. Press Releases Brand ambassadors combine facts about Trio along with upcoming events including guerilla missions such as “Color Run back to Campus” to create a positive awareness about the Trio app and the outdoor events and activities in the press releases sent out locally. Phase 1, 2, and 3 campus ambassadors will create press releases specific each campus and the outdoor guerilla mission hosted at each. 43
Conferences Introduce Trio to phase 1 campus    through the local campuses    media outlets, such as a local Radio program...
Media Plan $0.00 Budget Total Budget Month $0.00 Frequency $0 Social Facebook Twitter YouTube Search Paid Organic Mobile App Podcast PR Conferences Press Event Speaking Direct Email 44 August September 1 $0 Create FB Page: Initial friend adding Create Profile Create Channel Oct 2 $0 Post content/blog on Phase 1 campus Fellowship at Phase 1 campuses Publish “How To” Mission videos Nov 2 $0 Post Content Fellowship Phase Build viewership Launch on-store app Promotional Podcast Media blast to Phase 1 regional outlets Brand Ambassador search Phase 1 campuses Host guerrilla Mission on Phase 1 campus Mischa speak at Phase 1 campuses Greek/Campus organizations for Trio Brand Ambassador Interns Media blast to Brand Amb. Mischa come
Media Plan  0.00 Budget Total Budget Month  0.00 Frequency  0 Social Facebook Twitter YouTube Search Paid Organic Mobile A...
ov ase ip Dec 2 $0 Jan 2 $0 Feb 2 $0 /blog on Phase 2 campuses 2 campuses by region 2 $0 March 1 $0 April May 1 $0 June 1 $0 July 3 $0 Post content for Phase 3 Followship Phase 3 Viewership Phase 3 $15,000 Budget Phase 2 regional outlets search Phase 2 campuses Media blast to Phase 2 regional outlets Brand Ambassador search Phase 3 Speak at Phase 2 campuses 3 $0 TOTALS 22 $0.00 $0.00 $0.00 $0.00 Mischa come speak at Phase 3 campuses $0.00 $0.00 45
ov  ase ip  Dec 2  0  Jan 2  0  Feb 2  0        blog on Phase 2 campuses 2 campuses     by region  2  0  March 1  0  April...
Media Plan Total Budget Month Frequency $15,000 August Oct 2 $1,250 Nov 2 $1,250 $1,250 2 $200 Tab lead gen ads for college age students in Phase 1 regions Create Profile Followship at Phase 1 campuses Pre-Roll Ad Phase 1 Establish channel with free content Tab Lead gen geo-target Followship Phase 2 Pre-roll ad Phase 2 Google Adwords ads Phase 1 Seo Phase 1 Adwords Phase 2 SEO Phase 2 Launch on-store app App awareness at Phase 1 campuses Campus Radio Show @ Phase 1 campuses Local News Coverage Phase 1 campuses Campus Radio Show at Brand Ambassadors promote guerrilla missions at Phase 1 campuses Informational materials/swag at Phase 1 locations Open Bar event for Phase 1 campuses Speaker to promote Trio at Phase 1 campuses App awareness at $1,250.00 $2,500.00 Brand Amb. promote Info/swag at Phase 2 Speaker to promote $3,750.00 Greek/Campus organizations for Trio Ambassador Internship Balance 46 September 1 $1,250 Social Facebook Twitter YouTube Search Paid Organic Mobile App Podcast PR Conferences Press Event Speaking Direct Email $15,000 Budget $3,950.00
Media Plan Total Budget Month Frequency  15,000  August  Oct 2   1,250  Nov 2   1,250   1,250  2   200  Tab lead gen ads f...
50.00 Dec Jan 2 $2,300 Feb 2 $2,300 March 2 $200 1 $1,250 Phase 2 campuses April May 1 $2,000 1 $1,000 June July 3 $1,250 TOTALS 22 $15,000 3 $750 Tab lead gen geo-targeted for Phase 3 regions Followship Phase 3 Pre-roll Phase 3 $0.00 $0.00 $0.00 Adwords Phase 3 SEO Phase 3 Phase 2 campuses App Awareness at Phase 3 campuses Phase 2 campuses Local news coverage @ Phase 2 campus Campus Radio @ Phase 3 guerrilla missions at Phase 2 campuses open bar event for app owners outdoor event promotion Trio at Phase 2 campuses $6,250.00 $8,550.00 $8,750.00 Local New Coverage @ Phase 3 campuses Brand ambassadors promote guerrilla missions at Phase 3 campuses Pub Crawl Info/Swag Open Bar guerrilla event Pub Crawl Speaker to promote Trio at Phase 3 campuses $10,000.00 $12,000.00 $13,000.00 $14,250.00 $0.00 $0.00 $15,000.00 $0.00 47
50.00  Dec  Jan 2   2,300    Feb 2   2,300  March 2   200  1   1,250  Phase 2 campuses  April  May 1   2,000  1   1,000  J...
Media Plan Breakdown $0.00 Budget Mobile App: Launch on-store Trio app in August Podcast: Promotional podcast by Trio ambassador team Direct Email: Direct email Greek and campus organizations about the Trio ambassador internship throughout the three-phase rollout 48
Media Plan Breakdown   0.00 Budget  Mobile App  Launch on-store Trio app in August Podcast  Promotional podcast by Trio am...
Social Media Facebook: The Trio Facebook page will be created and monitored before the launch of the app on Phase 1 California campuses in August. In September, brand content relating to phase 1 campuses will be posted. This free content will continue to be updated for each phase in October and again in April. It will be necessary to have an employee or intern monitoring the content and community responses on a weekly basis. Twitter: Prior to the initial app launch in August, the Trio brand Twitter profile will be created while maintaining brand standards. In September, the community manager will follow users on phase 1 campuses. In October, phase 2 campus following. In April, phase 3 following. 49
Social Media Facebook  The Trio Facebook page will be created and monitored before the launch of the app on Phase 1 Califo...
Media Plan Breakdown $15,000 Budget Social Media Facebook: Create and monitor tab lead generation ads for Facebook to Tunes i store for in app purchase. Geo-target lead generation advertising for phase 1 regions of California. Repeat for phase 2 in October and phase 3 in April. With require bidding and budget monitorization for a $300 per month budget. Twitter: Mimic rollout plan for $0 media plan budget Youtube: Establish channel in August with brand ambassador created content. May include example missions, vlogs about latest contests, and information on phase rollouts campuswide. By September, generate pre-roll advertisements for geographically located viewers in phase 1, 2, and 3 campuses. 50
Media Plan Breakdown   15,000 Budget  Social Media Facebook  Create and monitor tab lead generation ads for Facebook to Tu...
Mobile App: Launch on store app in August. Maintain app awareness at Phase 1 campuses with guerilla and event tactics. Search Paid: Launch Google Adwords advertisements relating to phase 1 campuses. Repeat for Phase 2 in October, and phase 3 in April. Create and monitor Google advertisements with Google Analytics and Adwords tools. Budget per phase may total $ 500 per month Organic: Begin SEO ranking services in August for phase 1. Monitor Youtube, Facebook, Twitter, and paid search in order to create high organic rankings on Google Search engines. Direct Email: Direct email marketing to Greek and campus organizations about the Trio ambassador internship. 51
Mobile App  Launch on store app in August. Maintain app awareness at Phase 1 campuses with guerilla and event tactics.  Se...
Strategy Roll-Out - California In phase one Trio will use test market: University of California-Berkeley. With 36,142 undergraduate students this is the university with the most students on one campus in California. It is also ranked number six in colleges across the United States for being social media savvy. This makes Berkley a trendsetter among California universities, making rollout into phases two and three easier. Phase one will be from August to September, then focus will be on rolling out into phase two among other universities. In phase two Trio will expand to the rest of the public universities in California and one private university, Stanford. Stanford is ranked number five among most tech and social media savvy universities. Trio will expand to these 32 universities over a six-month time span. This expansion will build overall brand awareness as it becomes more popular among students. Finally, in phase three, Trio will expand to the remaining universities across California. This will target 132 private universities. Because of already established brand awareness this will be a faster rollout, with only five months to complete coverage of these remaining universities. 52 Phase 1 Phase 2 Phase 3
Strategy Roll-Out - California In phase one Trio will use test market  University of California-Berkeley. With 36,142 unde...
Strategy Roll-Out - National Phase one will target University of California- Berkeley and Stanford University. These are two tech savvy universities that can set the stage for Trio in California and the US. The campus should be adequately involved by early September when Trio will roll into phase two. Phase two will target the Harvard, University of Pennsylvania, MIT, University of Michigan, University of Wisconsin-Madison and the University of Texas-Austin. These universities are all listed in the top ten most tech savvy campuses in the United States. Phase two will last five months to reach all campuses. This will spread Trio’s influence across the Midwest and Eastern regions, making rollout into phase three smooth and easily accepted by other universities. Finally, in phase three, Trio will expand to the remaining universities across California. This will target 132 private universities. Because of already established brand awareness this will be a faster rollout, with only five months to complete coverage of these remaining universities. 53
Strategy Roll-Out - National Phase one will target University of California- Berkeley and Stanford University. These are t...
Creative 54
Creative 54
Deliverables 55
Deliverables 55
Graphic Standards and Style Guide Logo Treatment Primary Alternate Colors Explore, Create, Share 56 Explore, Create, Share Inverse Explore, Create, Share
Graphic Standards and Style Guide Logo Treatment Primary  Alternate Colors  Explore, Create, Share  56  Explore, Create, S...
Logo Rationale Triangle filled with Phthalo Blue to Reflective Purple gradient, then Crystallized for low-poly effect. “TRIO” in DecoNeue Typeface. Explore, Create, Share Tagline in either below or above triangle, leveled with the corner. This design for the Trio logo was adapted from the original logo design from Meograph. The reasoning behind this style of brand mark was centered on the fact that digital products, especially mobile applications, deserve a hightech brand image. The “low-poly” geometric effect within the logo resembles the sharp, minimalist style popular among digitally oriented Millennials. The simple triangle is meant to signify the three Phases of Trio Missions, as well as resemble a video “play” button. “Explore, Create, Share” was chosen for the tagline becasue it represents Trio’s target demographic while also serving as a call to action to consumers within the logo itself. The Trio logo in its entirety will leave a memorable brand mark on any digital or physical platform whether it is in an advertisement, on a college campus, or on a smartphone home screen. 57
Logo Rationale  Triangle filled with Phthalo Blue to Reflective Purple gradient, then Crystallized for low-poly effect.   ...
Color Palette Primary Colors: Phthalo Blue Deep Azure Reflective Purple Accent Colors: Solid White Strong Raspberry Colors were selected based on Trio’s current color scheme, and were adapted from the original colors chosen for Meograph. Reflective Purple, Phthalo Blue, and Deep Azure are the primary colors intended to instill a cool, modern, unique brand image for Trio. The accent colors Solid White and Strong Raspberry serve as visual stimulants to the primary colors while not overpowering the cooler primary colors. Typography was selected with Trio’s target profile in mind. The header, DecoNeue is a unique typeface that will catch the attention of stylish digital consumers. The subheader Cicle and body copy Geosans share the light, minimalist, san seriff typeface style that are both popular and easy to read on digital platforms. 58
Color Palette Primary Colors  Phthalo Blue  Deep Azure  Reflective Purple  Accent Colors  Solid White  Strong Raspberry   ...
Typography Header: DecoNeue Light Abcdefghijklmnopqrstuvwxyz The quick brown fox jumped over the lazy dog. Subheader: Cicle AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz The quick brown fox jumped over the lazy dog. Body Copy: Geosans Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz The quick brown fox jumped over the lazy dog. 59
Typography Header   DecoNeue Light       Abcdefghijklmnopqrstuvwxyz The quick brown fox jumped over the lazy dog.  Subhead...
Dig ital Advertisements And Social Media Rectangle Ad Banner Ad 60
Dig ital Advertisements And Social Media  Rectangle Ad  Banner Ad  60
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App Store Page App Store Copy: Trio is the app to share your explorations. You know you’ve explored, now share it with your friends. Discover your town’s hidden gems. Missions vary by geographical region. Hometown app ambassadors create campus engagement and brand awareness. Trio is your go-to social media platform for creating and sharing your life’s adventures with friends and followers. • Create Trios using different “moments” made up of three 10 second clips featuring photos, videos, and audio from your mobile phone or the web. • Challenge your friends to create different missions and compete to be the most popular. • Access other social media sites through the Trio application such as YouTube and Twitter to compose your Trios. • Share your adventures and discover what your friends are doing in real-time. • 30 seconds to consume, 2 minutes to create. 62
App Store Page App Store Copy  Trio is the app to share your explorations. You know you   ve explored, now share it with y...
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Trio Brand Merchandise Shirts 64
Trio Brand Merchandise Shirts  64
Headbands Sticker Towel 65
Headbands  Sticker  Towel  65
Pseudo Granola Directed Adventure Merch Packs 66
Pseudo Granola Directed Adventure Merch Packs  66
Water Bottles Carabiners 67
Water Bottles  Carabiners  67
Monitoring & 68
Monitoring   68
& Measuring 69
  Measuring 69
To measure the true success of Trio’s marketing plan it is important to use specific analytic tools to show the effectiveness of the strategy. Media & Tactics To measure the success of the gorilla marketing tactics, brand ambassadors, swag, bar crawls, speakers, radio, television and other brand building efforts Trio will use a variety techniques. First, on-campus ambassadors will distribute surveys to measure brand awareness. They will use an aided technique and measure if the students know what Trio is, use it and where they rank it among social media platforms. Next Trio will hire a third party polling service who will determine the impact that these events and ambassadors have had on each campus. Trio will also measure estimated radio and television reach to determine the number of people reached via these tactics. If overall brand awareness is lower than 25% aided expected, tactics will be reconsidered to find the most effective form of communication. If more than 25% awareness is gained than expected Trio will discover what factor is causing this success and use it to expand across the market faster. 70
To measure the true success of Trio   s marketing plan it is important to use specific analytic tools to show the effectiv...
Online To measure the success of the online campaign, Trio will use Facebook analytics, Google analytics, track website traffic, count number of app downloads in relation to campus rollout and measure video views on the Trio app. If any of these fall below expectations of 25% aided awareness and 10% app downloads per campus the online portion of the media plan will be reevaluated to find areas of inefficiency. If any of these rise above expectations of 25% aided awareness and 10% app downloads per campus the Trio team will find what is causing this success and capitalize on it to build a larger customer base. It is important to have an accurate idea of what a media plan is doing to help create success for a product. Through these carefully considered measuring tools Trio will know what they can do to ensure the most success and greatest growth. 71
Online To measure the success of the online campaign, Trio will use Facebook analytics, Google analytics, track website tr...
Appendix and Sources 72
Appendix and Sources 72
http://www.insidefacebook.com/2008/08/19/mapping-facebooks-growth-over-time/ For information about how Facebook rolled out-- helped in our rollout plan. http://cn.nielsen.com/documents/Nielsen-Social-Media-Report INAL 9091 F 0 _ _ 1.pdf Social media facts about growing use (industry trends), what demographics are more likely to use and what types of social media are growing. http://mashable.com/2012/03/30/universities-social-media-savvy/ The top ten most social media savvy univeristies, used to plan our rollout both nationally and in California http://www.socialmediaexaminer.com/new-research-shows-social-networks-ideal-marketers/ information about social media for industry trends http://www.businessinsider.com/what-is-twitter-worth-2013-1 1 Competitive Analysis, Twitter’s Value. http://www.forbes.com/sites/ericjackson/2013/09/30/what-would-instagram-be-worth-today-if-it-ipoed/ Instagram on competitive analysis, worth. http://finance.yahoo.com/news/six-things-didnt-know-vine-192222105.html Competitive analysis, Vine. http://www.wired.com/2013/06/twitter-vine-growth/ Competitive analysis - Vine http://adage.com/images/random/datacenter/2013/AdAgewitter urvey_ ov 013.pdf T _ S _ N 2 _ Budget spending rationale. http://contentmarketinginstitute.com/2013/03/run-zero-budget-content-marketing-campaign/ Free content marketing: http://www.mackcollier.com/10-things-to-remember-when-creating-a-brand-ambassador-program/ Brand Ambassador program 73
http   www.insidefacebook.com 2008 08 19 mapping-facebooks-growth-over-time    For information about how Facebook rolled o...
We selected questions to learn about specific demographics and trends in social media among respondents. These questions include: What is your name? Gender? What is your year in school? How many social media accounts do you own? What social media platforms do you use? Facebook Twitter Instagram Vine Snapchat Other 74 How many hours per week do you spend on social media? 0-2 2.5 - 6 6.5 - 10 10.5 - 15 15+ Would you use a new social media platform if it allowed you to compile video, voice, picture, and more? What would it take to persuade you to download and engage in a new social media platform?
We selected questions to learn about specific demographics and trends in social media among respondents. These questions i...
Primary Research Survey How important are sweepstakes or other incentives for trying new social media? Very Important Somewhat Important Neutral Somewhat Unimportant Very Unimportant Are you willing to spend money on an app? 75
Primary Research Survey How important are sweepstakes or other incentives for trying new social media    Very Important   ...
Marie Pacilio Meet Marie, a self-proclaimed social media addict with (an also self-proclaimed) heart of gold. With her International Strategic Communication major and Spanish minor, this young lady plans to take her talents across the United States to the Big Apple after graduation. Marie has held several digital advertising internships at places including Veterans United Home Loans and Entercomm Marketing and Communication. When she’s not coming up with killer media strategies, this hotdog enthusiast from Geneva, Illinois is self-validating through Twitter favorites and DIY-ing her own lipstick out of Crayons. Also, for the sake of transparency, Marie lost the 7th grade spelling bee. But who knows how to spell quiche anyway? Lillian Robinson Introducing Lillian, Strategic Communication major with a minor In East Asian Studies from Henderson, Kentucky. The coolest over-achiever you’ll ever meet. Her lengthy, impressive resumé begins in 5th grade as her grade school’s chess champion and ends with numerous steering committee positions. Aside from being a social media intern at InTouch Solutions and our group’s fearless leader, Lillian’s accomplishments include dancing onstage with Afroman, and, believe it or not, driving a bulldozer. If she was granted two wishes they would be for A) an unlimited amount of clean socks, and B) to have never worked at Bandana’s BBQ. Sonja Gjerde Now on to our masterly researcher, Sonja. As a Science and Agricultural Journalism major with a minor in Agricultural Economics, Sonja enjoys chicken n’ waffles and quoting the movie Mean Girls. But, honestly, who doesn’t? A born risk-taker, she not only solicits surveys to unwilling college students, but she also celebrated her 18th birthday by going skydiving. From Fair Play, Missouri, she became a national champion cheese tester in 2007 despite her mullet phase in 1995 that still haunts her to this day. Regardless, she prevails by landing internships at the College of Agriculture, FMC Chemicals, the Agriculture Alumna Association, and ultimately an internship and job at Monsanto. 76
Marie Pacilio Meet Marie, a self-proclaimed social media addict with  an also self-proclaimed  heart of gold. With her Int...
Alyssa Wollard Don’t let the fact that Alyssa has had three perms in her lifetime make you think that she’s incapable of making good decisions about Public Relations. Actually, you’re in good hands. Alyssa has done very well as the Media Sales Intern at AdKarma and the Public Relations/Marketing Intern at Bothwell Hospital in Sedalia, Missouri. Other talents she possesses include barking like a dog and playing the cowbell (even if it was just once in a 9th grade parade). Like any other small town girl, Alyssa prides herself on winning an eating competiton at Golden Corral as well as being an international chicken strip connoisseur. Joe Sauer Joe is artistic in more ways than one. Not only is he able to design things like this wondrous plan book, but he can also play the guitar, and let’s not forget about the trombone which he played in the middle school band. Retiring from his luxurious past occupations as a carnie and a cemetery lawn keeper (R.I.P. to that career), Joe now holds positions such as the Marketing Intern for College Social Magazine and Assistant Marketing Internship at Senior Marketing Specialists. And even though the right side of his body is approximately three inches longer than his left, we assure you the book is right on balance. Logann Metz Not only is Logann passionate about strategic and creative writing, she is also passionate about everything related to Beyoncé, Buzzfeed quizzes, and fine dining. Somewhat of a perfectionist, it takes her an average time of 30 minutes to compose a tweet and even longer to pick out a satisfactory outfit. Logann has held internship positions at Anheuser Busch and the Ronald McDonald House, but what’s more, as a lifeguard she saved three lives (although the pool was only five feet deep). She has never met a type of dog or potato she didn’t feel deep affection for and she’s not exactly proud of the number of times she’s watched every episode of How I Met Your Mother. 77
Alyssa Wollard Don   t let the fact that Alyssa has had three perms in her lifetime make you think that she   s incapable ...
Trio Integrated Marketing Campaign
Trio Integrated Marketing Campaign