Marketing Plan, Media Plan and Creative execution for a business app (capstone)

Marketing Plan, Media Plan and Creative execution

· BRAND POSITIONING

a. Positioning Map

1. Blue Apron

Introduction: you need to add

2. Lala Breakfast or lunchbox

3. Marley Spoon-Cooking Redesigned

4. Pinterest, Google

5. My app: Cute Meals

a. Positioning Statement

To young sophisticated consumers, who value quality, “Your Local Gastro Truck” will offer affordable chef’s inspired gourmet food, prepared from the best seasonal and local ingredients

b. Brand Laddering – Attributes, Benefits, Values

you can use some sentences to say this part.

c. Brand Identity

Typeface: Seravek ExtraLight

Colors: nature-inspired, grayish, earthy

Tagline: fine. seasonal. gourmet

Tone: warm, rustic, friendly

· CAMPAIGN STRATEGY & OBJECTIVES

a. Business objectives

Numbers of New Customers / Year 3,000 customers

Purchases / Year / Customer 12 times

Numbers of Order / Year 36,000 orders (3,000 X 12)

Breakeven Third Year

b. Marketing objectives

Brand Awareness 600,000 impressions (3,000 / 0.5%)

Conversion Rate 0.5%

New Customer Acquisition 3,000 customers

Customer Retention Rate 60%

· PRODUCT, PRICE, PROMOTION, DISTRIBUTION

a. Product

b. Price

c. Promotion

d. Distribution

· CUSTOMER ACQUISITION PLAN

· Customer Purchase Funnel, customer acquisition channel

· Acquisition Strategy

· CUSTOMER LIFETIME VALUE

· 1st Year Campaign Objectives

Business Objectives:

100 orders a day

$350,000 Revenue

Break-even in the 1st Year

Marketing Objectives:

Create Awareness

50% of the target market

Acquire Customers

2500 customers (10% of the target market)

Build Loyalty:

14 orders per customer/year (average)

· MEDIA PLANS

Create Awareness, acquire customers, build loyalty

Media Plans: offline/online (9-10 plans)

Information: Objectives, cost, KPI’s

One example:

· BUDGET

· Marketing Budget in Year 1

· Marketing Flight Plan

· Cost by Media - should include metrics - impressions, clicks, conversion, customers, etc.

· Media Budget Allocation: Pie Chart

· Cost per Acquisition