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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
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 Communica...
Executive Summary 2
Trio is a social media app for smart phones and tablets that allows users to integrate video, picture, voice, text and oth...
Situation 4
Analysis 5
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 m...
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...
10
Research 11
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 ne...
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 ...
The Big Idea 16
Explore, Create, Share Trio is the app to share your explorations. You love to discover new people, places, and things. Wi...
Target 18
Profile 19
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,...
Creative 22
Brief 23
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 ...
Marketing Communication Strategy 26
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 colleg...
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 al...
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
Left  Middle  Right  Inside  33
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 ...
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 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...
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 c...
UC Berkeley Trio Color Run Route  41
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...
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...
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  J...
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 Califo...
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.  Se...
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 t...
Creative 54
Deliverables 55
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.   ...
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.  Subhead...
Dig ital Advertisements And Social Media  Rectangle Ad  Banner Ad  60
61
App Store Page App Store Copy  Trio is the app to share your explorations. You know you   ve explored, now share it with y...
63
Trio Brand Merchandise Shirts  64
Headbands  Sticker  Towel  65
Pseudo Granola Directed Adventure Merch Packs  66
Water Bottles  Carabiners  67
Monitoring   68
  Measuring 69
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 tr...
Appendix and Sources 72
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 i...
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 Int...
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