Reading Module 8 assignment

Student Example

The campaign type will be interest generating. We are looking to generate interests in an untapped market: college students (ages 18 to 30) who are budget-conscious to consider Apple for their next laptop. This strategy attempts to raise brand awareness, cultivate long-term relationships with target audiences, and increase consumer loyalty by addressing this new target audience. With this campaign, we must convince this audience that they are saving more money in the long run by investing in a MacBook computer.

SMART Objectives:

· Increase the engagement strategies to strengthen customer loyalty on social media by 30% in June 2022.

· Increase the number of visitors on our website by 20% in two months.

· Increase the number of impressions and mentions by target audience (ages 18 to 30) by 30% over the next quarter.

· Increase sales of MacBook computer units to target audience of 18 to 30 years of age by 12% over the next quarter (3 months).

Creative Strategy:

A. MacBook makes your life more convenient. For a busy college student, there is much to juggle and much to do in a short span of time. MacBook facilitates daily tasks and responsibilities, with a prolonged battery life and lightweight, sleek design to keep you going without delay.

B.

1. Important features of MacBook Air with M1 Chip:

· Supports split screen view for ease of use

· Operating power that is more than 3 times faster than previous versions with reduced battery usage.

· Up to 18 hours of battery life (average 15).

· iPhone to Mac compatibility: take calls and texts from your phone directly on your computer. Share files and sync calendars seamlessly.

· 13” inch screen and lightweight design (weighs about 3 lbs.) for portability and ease of use.

· M1 chip runs extremely cool, so no need for vents or fans. (This means you can try to study in bed, on your backpack…)

2. Relevant Statistics for the campaign:

· Apple is among the most, if not, the MOST trusted brand, according to these two sources below:

·

Source: Clark.com, https://clark.com/technology/best-computer-brands/

Source: Statista.com

3. Apple Computer Reliability. According to Consumer Reports in 2016, Apple was the most reliable computer after two years of continuous use:

Source: https://www.consumerreports.org/products/computers-28965/laptops-28701/microsoft-12-3-surface-pro-w-128gb-core-m3-4gb-ram-392916/

4. Consumer Profile Comparison/Summary :

Current Audience (Market): Individuals willing to spend more money on their electronics, most likely with an income higher than average according to the laptop prices within the same market segment. Individuals who are loyal to Apple due to the premium quality of our brand’s products.

Target Audience: College students (18-30), no or low income/ parental funds, workaholics with a need of a qualitative electronic device for their work purposes.

Our campaign is made to convey to college students that purchasing a new laptop will save them money in the future. The new Apple laptops are known for their long-lasting battery life. Hence, college students can be sure that they won't have to get a new one for the foreseeable future (at least 5 years). Purchasing a MacBook Air with M1 Chip is an investment in the time and money of every student as they’ll serve them for a long time.