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REBRANDING PLANSBOOK SUMMER 2012

Were Fresh Snacks Marketing, a Boston-based marketing firm that promises to leverage your consumers taste to ensure your companys health and growth. Providing a well-balanced strategy, our team understands that innovation is in the pudding. Our branding department will make sure that your product stands out on the shelf, and that consumers will come back for seconds. We know the market. And were super.

OUR MANIFESTO
We Believe: A product should be made with only the finest ingredients. A campaign should leave a good after-taste. The consumer is always right.

executive summary

Pocket Guide to Boston, 1,001 Great things in Boston! Those guide books didnt quite fit in pockets, and they didnt quite keep up to date with the ever-changing cities. They were also really pushy - sites that paid more money had better reviews, the writers might not have even been to the sites - it just wasted a lot of room in back backs and book shelves. Then came the internet. Vacation itineraries were planned from home and guidebooks were no longer needed- just ask a local! Concierges at hotels were knowledgeable enough to provide advice- but even they were paid to favor certain spots. On the flip side, concierges and locals didnt want to share their secret locations - the really good spots - with tourists who could potentially turn their favorite places commercial. Next, the smart phone. From Palm Pilot to iPhone - users had access to the best reviews and trip information on the web. But soon, the internet became cluttered with amateur critics and tourists who decided to bad mouth or praise different locations based on their mood from one-time experiences. Who could be trusted? Where do the really critics hang out? What venues to they visit? What restaurants really have the best tiramisu? Jim Sullivan has been cultivating his critiquing skill since 1978. His 30 year tenure at the Boston Globe has named him one of the top rock-critics in New England. But with so much information on the internet, and so many opinions, his revered taste has gotten lost in the mix. His well-written content is not optimized to meet todays SEO standards, and his brand has no clear definition. This campaigns initiative is to develop an effective strategy and creative execution to re-brand JimSullivanInk.com. Correctly executing this plan will lead to immediate and long-term success of the company.

OBJECTIVESof JimSullivanINK.com, Fresh Snacks Marketing will focus marketing communication efforts on: After an in-depth evaluation
1. 2. Understanding its place within the market in order to properly establish a new and long-lasting brand image. Creating a strategic campaign to attract advertisers and monetize the web site. With three decades of expertise, Jim Sullivan has established his place within print music journalism. With an extensive portfolio of archives, Jim Sullivans name resonates with alternative critiques of local arts and entertainment that is unique to himself. However, despite his impressive resume and witty persona, he is still relatively unknown in the online media market. People look to the Internet for quick searches and, with the age of social media, personalized content. At the same rate, consumers search for credible and professional opinions because the is web cluttered with sub-par consumer ratings and reviews. In this context, consumers are searching for specific, alternative web sites where content meets their unique interests. Based on these consumer demands, Jim Sullivan can reaffirm his online presence as a professional critic with true expertise in Bostons arts & entertainment arena. Jim Sullivan is in the opportune position to re-brand his image to reintroduce himself to the Boston leisure scene as a thought leader.

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Internal analysis
BACKGROUND S.W.O.T. ANALYSIS
legacy knowledge personal wrtiting style years of experience loyal fans from prevous publicaions Jims connections

STRENGTHS

website functionality sporadic posting unknown to younger audience unattractive logo and design lack of company infrastructure/manpower Jims lack of knowledge about social media low Budget low SEO results

WEAKNESSES

Since his start in 1978, Jim Sullivan has become one of New Englands most trusted arts & entertainment columnists. His goal, to steer his readers toward the best of what Boston has to offer and provide trusted insider commentary. Over his long and seasoned career, Jims ambition has always lied in presenting quality content with an off-the-beaten-path, witty approach. In 2006, JimSullivanInk.com was founded, attracting his Boston Globe readers. Although he lacked manpower, he relied on his years of experience. The web sites content grew to include Boston events, exhibits, film, music, performances, lectures, readings and archived reviews. Fast forward to 2012, compiling over 1,000 articles, the web site still struggles to gain new readers who have directed their attention to more interactive and attractive web sites.

OPPORTUNITIES
interns newsletter calendar mobile hotel outreach downloadable calendar Spotify playlist non traditional marketing

major newspapers established websites and Boston-based events blogs resistance to social media non traditional marketing

THREATS

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research
OVERVIEW RESEARCH QUESTIONS
1. 2. 3. 4. 5. 6.

OBJECTIVES & METHODOLOGY


Fresh Snacks Marketing conducted primary and secondary research to answer critical questions to directly influence Jim Sullivan Inks rebranding campaign strategy. Through a variety of traditional and nontraditional research methods our team uncovered a disconnect involving the level of content and the perceived image of Jim Sullivan Ink.

PRIMARY RESEARCH

Fresh Snacks Marketing administered primary research in order to grasp the essence of the target audience. Through eight personal interviews, environmental observations and direct web site critiques, our goal was to understand the wants and needs of our perceived target audience and how to best engage them in intercommunication.

How does the target audience search for Boston arts and entertainment events? What are the targets key motivations and ambitions? What appeals to them? How can we best capture and retain the targets attention? What is the best way to reach out to the target audience? What is the weakest point of other competitors? What communication tools would be most relevant to the target audience?

SECONDARY RESEARCH

Our team administered in-depth secondary research to build a well-rounded foundation for Jim Sullivan Ink in order to determine its place within the market. Fresh Snacks analyzed multiple web sites and publications who place a primary focus on arts and entertainment in Boston. Furthermore, this information uncovered insights on each publications elements and in turn allowed us to better direct our rebranding efforts.

INTERVIEW HIGHLIGHTS

The blog isnt aesthetically pleasing at all. I dont feel like reading the content. The ads look cheesy. If I was searching for something to do in Boston, I would search for something like: Boston events and activities. I would need something in the title of the web site to either say: Boston, activities, or something catchier than that web sites URL. Web sites elements are too simple, it doesnt look like a reliable source. I would choose to look elsewhere, like Boston.com, that has a strong backing and following. I wouldnt trust it as a valuable and credible site from a first glance.

FUN FACT: Boston is one of the birthplaces of hard core punk music.

CONSUMER ANALYSIS

There are 4.5 million permanent Greater Boston residents 250,000 students live in the city on, typically, a 4-year cycle. Boston tourism and hospitality industries play host to approximately 12 million tourists each year. On average, 2 million people commute in for special events. 57% of Boston residents are 18-44 year olds.

I GO ONLINE WHEN IM BORED AND JUST LOOK AT WHATEVER SEEMS INTERESTING...

78%

72% 62% 63% 53% 36%

BOSTON RESIDENTS

18-24 Y.O.

25-34 Y.O.

35-44 Y.O.

45-54 Y.O.

55-64 Y.O.

65+ Y.O.

Boston is 52.1% Female The largest age demographic in Boston is 25-44 with a 35.8% share. There are 4.5 million people living in the Greater Boston area. Between 1.2 to 2 million people commute into Boston for work each day. Boston has the 6th largest economy in the country, and the 12th largest in the world. Boston students contribute $4.8 billion annually to the citys economy.

BOSTON TOURISTS

Tourists have the spending impact of $8.3 billion. making Boston one of the top 10 most popular tourists locations in the US. Museums and attractions: In 2011, there were 11.9 million forecasted visitors at major museums and attractions

CONSUMER PSYCHOGRAPHICS

FACT online information for an unfamiliar venue or When gathering


service, page visitors use the following sources in the following preference: 1. Company web site 2. Search for discounts/coupons/deals 3. Reading customer reviews online at independent review sites 4. Read professional reviews 5. Leveraging Social Networks

FACT Amongst student-aged individuals, the highest concern is


having enough money to do the things [he/she] wants to do.

FACING IT in price. However, since he Jims event content ranges


cuts out the basic and uninspired options, it leaves a more seasoned mix of options. This higher percieved value has the ability for visitors to reassess options

FACINGof IT and inbound links to the various By using a mix outbound


businesses in Jims network, and by leveraging collateral gained through those connections (e.g. tickets, swag, etc.), Jim can boost is SEO and usage within the Greater Boston area.

FACT to making plans, 18-24 year olds rank high in spontaneity. MinWhen it comes
tel derived an index of 146 and 172 for agreeing with the following statements respectively: plans are usually established at least one day prior; and plans are not usually established until the day of/night of weekend activities. The communication of these social plans tends to happen through: call (74%), text (65%), and e-mail (53%) The communication of these social plans tends to happen through: 1. Call 2. Text 3. E-mail

ACTIONmembers are looking for an experience where they can ORIENTED Target audience
create memories or even re-live nostalgia.

FACTtend to be more active on social networking sites [comparaStudents


tively]

FACING IT Ink can utilize convenience factors, This is where Jim Sullivan
such as mobile integration

FACT Baby Boomers have more free time, have things to look One-third of
forward to, and are in touch with themselves.

environmental analysis
TECHNOLOGICAL TRENDS
SOCIAL MEDIA
Over 66% of all adult online users are connected to one or more social media platforms. Facebooks population would rank it 3rd largest country in the world. Zoomerang research shows that the New England/NY region of the United States has the least competitive branded social media market. That being said, it is easier to establish a strong social media presence in the Boston area, because less companies are competing for attention. The average Facebook user spends 7 hours and 45 minutes on the site each month.

INSTANT GRATIFICATION MOBILE APPS


Smartphone sales have grown 63.1% since 2012, thats 1.2 billion mobile web users worldwide equalling 17% of the global population.

The average American uses the Internet for 32 hours each month. 21% of that time is dedicated to using search engines. Users might search for reading content, which consumes 20% of their online time, or direct 22% of their attention to social networking.

IMAGES & MULTIMEDIA


SEARCH ENGINE OPTIMIZATION

With so many web sites on the Internet, it is increasingly competitive to boost rankings in search results. The knowledge of SEO is widespread, and businesses look to hire SEO specialized companies to embed keywords and meta tags into their algorithms in hopes of generating organic visibility in search results.

Across all online sectors (e.g. press materials, local search, e-commerce), photos greatly enhance content engagement. Articles containing relevant images have 94% more views than those without on average. Social media posts benefit from various multimedia when it comes to engagement rate*. Photos .37% Videos .31% Texts .27% Links .15%

CUSTOMIZATION & PERSONALIZATION

With a tremendous amount of site content across various online platforms, personalization helps users save time by cutting out clutter and only displaying what truly matters to the user.

GOVERNMENT LEGISLATION

Content needs to be copy writed. Additionally, Jim Sullivans archives would need permission to be posted on the web site.

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*Engagement rate = interaction / impressions (as calculated by MDG Advertising).

market analysis
POTENTIAL PROFITABILITY
Boston provides numerous market opportunities for Jim Sullivan because of the citys many demographics. These include the valuable resident college students and adults as well as visiting tourists. College students compose 19% of the population while adults ages 25-44 year olds represent 38.5%. Psychographically , these groups seek out social experiences and rank them high on their list of needs and motivations. It is important to remember that the cycle of college students plays a large role in Bostons social scene. Each year, new students come to learn, but place a priority on their social life and experiences. They actively seek out new and exciting activities to share with their peers. Boston is also known as a popular tourist destination with about 12 million visitors per year. Because Bostons visitors include a large group of day trippers from the New England area, repeat visitors are in need of new sights and venues to visit as they might be searching for activities other than mainstream tourist attractions.

CHANNELS OF DISTRIBUTION
ONLINE
+: Search Engine Optimization leads traffic to the web site -: Serious competition, clutter

SOCIAL MEDIA:

+: Real time updates, two way communication, personality, wide-spread reach -: Can become uncontrollable, needs to be constant to maintain a following

WORD-OF-MOUTH: VENUES:

BARRIERS TO ENTRY

+: People trust their peers, wide spread, can lead to new clients
-: Uncontrollable, may lead to negative views or loss of client +: Acts as a partnership which lends to brand image, can introduce new clients -: Atmosphere can be easily distracting, a poor venue can poorly represent company

As with any major city, there are many web sites dedicated to local cultural happenings. There are larger, more established, and well known sites that offer similar content to page visitors. To someone unfamiliar with Boston activities, high ranking search results are often their go-to sources. Another barrier to consider is credibility and joining the short list - especially with the younger and student demographics. These youngsters not only have a short list of go-to trusted web sites, but also search for new ones on a regular basis - this offers unknown web sites the opportunity to make a good first impression. However, these people are often quick to dismiss web sites that dont visually appeal to them, dont stand up to par against other web sites, or are too much work to actively engage with. That being said, the window of opportunity closes fast and first impressions are very important.

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competitive analysis
BOSTON.COM
The Boston Globes online domain is simple and self explanatory. This site has high SEO and a well known following. Locals know the site to be connected with The Globes well established reputation. Outsiders immediately see it as a credible and obvious source for all things Boston. BRANDING: Everything Boston UNIQUE VISITORS PER MONTH: 2,743,404 COMPETITIVE FEATURE: Things to Do, Plan Your Weekend - planners. SOCIAL MEDIA PRESENCE: Extremely active daily

THE PHOENIX

The Phoenix is a print and online publication focused on alternative arts and entertainment listings while also providing critical content. BRANDING: Keeping Boston Indie Since 1966 UNIQUE VISITORS PER MONTH: 42,261 COMPETITIVE FEATURE: Listings - a database of events in Boston SOCIAL MEDIA PRESENCE: Active daily *This is JimSullivanInks most direct competitor.

TIME OUT BOSTON

Time Out-Boston is part of the greater Time Out web site that chronicles cities worldwide from Abu Dhabi to Tokyo. Despite the wide range of cities, Time Out-Boston is very specific and is unique because of the fact that it can be categorized into different fields, but also highlights events of the month or week. BRANDING: Your guide to whats happening in the most exciting cities on the planet. UNIQUE VISITORS PER MONTH: 3,510 COMPETITIVE FEATURES: Newsletter, event calendars, short descriptions SOCIAL MEDIA PRESENCE: Active seasonally

Local Focus

Commentary

Ease of Navigation

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THE IMPROPER BOSTONIAN

The Improper Bostonian is a lifestyle and events guide for the Greater Boston area. This company has a very distinct voice and is skewed towards the young female adult demographic. BRANDING: Metro Bostons Original Guide to Entertainment, Culture and Living It Up UNIQUE VISITORS PER MONTH: 4,332 COMPETITIVE FEATURE: Best of Boston - a yearly round up. SOCIAL MEDIA PRESENCE: Active daily

LIVENATION

Although LiveNation is not a direct competitor content-wise, it is a go-to site for concert events and dates all over the country. Although it has a comprehensive calendar, the sites main function is ticket sales and therefore is not too concerned about background content or reviews. BRANDING: The worlds largest concert search engine. UNIQUE VISITORS PER MONTH: 1,815,959 COMPETITIVE FEATURE: Things to Do, Plan Your Weekend - planners. SOCIAL MEDIA PRESENCE: Very active daily

Aesthetics

SEO

Mobile Integration Social Media Engagement

Multimedia

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The next step


PRESENT PROBLEM
JimSullivanInk.com has not been able to successfully monetize through advertising. Advertisers are attracted to a consistent flow of traffic on a web site with strong SEO results. Visitors usually leave the page in less than 3 clicks because of the poorly designed layout and unattractive branding. The layout has not been updated since 2006, and could use a revamp. The content is really strong, however it is very sporadic. Jims professional experience is impressive, and his archives help boost his credibility. The name JimSullivanInk does not describe the function of the site. Visitors who land on the page dont take the time to understand the title before clicking the back button. Man power is low and is limited to Jim, his wife, and webmaster. This team cannot dedicate the amount of time necessary to maintain day-to-day tasks in order to stay relevant to readers.

REALITY CHECK

The internet is first-choice in information search. Especially in browsing local arts and entertainment events, consumers look to find personalized, easy-to-read, trusted information fast. With an array of competition, it is easy to gain attraction to the internet but easy to lose it for your particular site. With so many consumers looking to the internet to learn about a brand, a web site is an important touch point. A beautiful web site directly correlates with a companys credibility. That being said, readers measure a sites credibility based on their first impression of it - a poorly designed web site is a poorly operating brand. With so many different types of entertainment and events evolving each day, more people look for trusted content online. Therefore, it is imperative to maximize search engine optimization through keywords and metatags. As society is becoming more social, so is their form of communication. They want to share their lives with old and new friends instantaneously. They want to connect with the brand and interact with it. In the competitive online market advertisers now focus on social media analytics and traffic numbers to drive their partnership decisions. Without gaining unique views advertisers will not take notice.

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A new name with Boston in the title, will boost search results in addition to search engine optimization tags. Tags may include keywords such as, things to do in Boston, Boston entertainments, Boston events, Boston trip ideas. Along with a copyright for new name comes a new logo and web design. This web site will be highly interactive, personalizable and integrate ads within its content. Within the design of the web site, there will be a downloadable calendar that will be available for smart phone downloads. This calendar is fully customizable per user and allows the user to keep track of Boston events and times on the go. Jims credibility will be evident, thus boosting the web sites credibility. Users will be able to trust the web site for alternative suggestions and reviews from Jim, as opposed to mainstream web sites. Social media is the future of communications. It is important to utilize social media tools to engage in conversation with our audience, extend the brands reach, and develop meaningful relationships with our audience members, These additions and shifted strategies will require an extended staff. Until the company can afford full time staff members, a team of dedicated interns would be essential to properly executing and maintaining success such as aiding in content generation, updating social media outlets, and assisting in general promotional efforts. Since Jims primary focus is on music, creating Spotify playlists is a great way to extend the brand image beyond the web interface, and allow users to connect to the brand by introducing them to new music and expressing the brands personality.

FUTURE PERFECT

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Targeting
FRESH SNACKS MARKETING HAS SEGMENTED JIMSULLIVANINKS TARGET AUDIENCE INTO TWO GROUPS: THE LOOKERS (TOURISTS) AND THE LIVERS (RESIDENTS).
The psychographics of both Lookers and Livers can be clearly showed through VALS profiles. Lookers and Livers share the attributes of both Experiencers and Strivers. EXPERIENCERS: Experiencers are enthusiastic and look out for new possibilities and opportunities. They seek variety and savor the new and the offbeat. Experiences enjoy social activities, exercise, and outdoor recreation. Based on Strategic Business Insights, their favorite things include Rolling Stone Magazine, Red Bull energy drinks, and being entertained. STRIVERS: Strivers are trendy and fun loving. They are described as being motivated by achievement and are concerned with the opinions of others. Strivers are active consumers and are as impulsive as their financial circumstance will allow. They love Chevrolet cars, Coca Cola, and dream of winning the lottery.

THINGS TO NOTE:

The Lookers or Livers they play a vital part in Bostons ecosystem. They are constantly looking for off-the-beaten-path activities and alternatives ways to spend their free time. Based on Mintel reports, 75% of respondents who use the internet conduct online research when considering unfamiliar venues or services such as restaurants, hotels, home services, and more. In addition, men are more likely to actively use the internet as a tool to gather news and current events. Woman, on the other hand, mainly use online resources for personal reasons. While our target audiences direct their search to the internet, they primarily trust recommendations of friends and relatives. Our target also looks to travel websites and credible sources for suggestions and reviews. Despite the clutter of the web, a great way to attract these groups will be through social media, with will continue to allow both audiences to connect with the brand on a daily basis and share the brand experience and commentary with with peers.

THE LIVER MINDSET:


Expect personal content based on individual interests Feel a call to action when shown deals and promotions Rely heavily on word-of-mouth and trustworthy events Enjoy social gatherings and trying new things

THE LOOKER MINDSET:


Conduct research prior to arriving to their destination for activities and entertainment Seek advice of trusted sources, be that a friend/ relative or concierge service Want something more than the guide book has to offer Need accessible content through smart phones for their changing itineraries

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CONSUMER SNAPSHOT
LIVER: MADI
A platinum blonde (and sometimes pinkhead) modern-punk-ster, who uses music and her social life to fuel the connections she makes through social media. Shes rigid with her song selections and will tell you why you shouldnt be listening to [insert latest pop sensation here] in an aggressive way. However, she likes to find out the best of the alternative life and then brag why you should be doing it the Boston-Found-Way too...straight to your face...or on her blog. Just beginning to create her own life, almost postcollege, she can stay up all night with the best of them or wake up early to catch a Boston-rooftop sunrise.

LIVER: PAT

A 47 year old father of two who still is invested in the music scene of his youth. His social life has since taken a backseat to work and his family life but he still enjoys a good night of live music followed by a drink at his favorite off-the-radar bar. He and his friends are passionate about their favorite bands and selective taste in music and always looking for updates specifically about their preferred scene.

LOOKERS: MATT AND IZZY

A newly married couple, in town for Matts business, who want to see more of the city than just what the hotel guide book has to offer. They have visited Boston on numerous occasions and feel more familiar with the city than a first time tourist. Matt and Izzy love Bostons comfortable atmosphere, but want to see more than Newbury and the North End. They love off the beaten path bars and are always looking for a great concert -- from smaller coffee shop and or local venue to arena shows -- or other live event when traveling together.

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THE TEAM

Introducing: Boston found


STAFF
A huge drawback for JimSullivanInk.com is that there is not enough man power dedicating effort to content and social interaction. Jim dedicates his time to other projects that he can monetize through which can cause postings to be sporadic and focused on certain topics while neglecting others. Having a team of interns is a great way to enlist help and little to no cost. These interns would ideally be music enthused college students who have a presence in Bostons major arts and entertainment events (e.g. concert venues, restaurant openings, college organizational fairs). They would act as an extension of the brand. Their responsibilities will include content creation, social media upkeep, and concert reviews.

FOUNDERS WORDS: JIM SULLIVAN

As a high school baseball player growing up in Maine, I used to pump myself up for games by playing Iggy & The Stooges Raw Power. The ultimate adrenaline rush. My friends and teammates didnt quite get it - they liked Chicago (the band). But that was ok: the punk rock revolution was around the corner and thats where my musical taste locked in with many others, bored with corporate rock. That didnt mean everything to me, of course but it was a period of extreme excitement (friction, joy, conflict) that helped inspire me to write about what I loved. And, it opened the doors to even more worlds. Hence, in a sense, this column. After graduating from The University of Maine, I moved to Boston in 1978. I started writing freelance music reviews and features for the Boston Globe the following year and went to Boston University, earning an M.S. in Journalism. I also wrote for various national music publications - most now defunct -which broadened my taste and sharpened my critical faculties. I found Boston most fascinating. Maybe it wasnt New York or L.A., but most anything that hit those cities hit ours, too, and the diversity of the arts scene in general was most impressive. I joined the Globe staff in 1988, writing for virtually every section of the paper, but specializing in pop music and culture. I wrote Names & Faces in 20001, did a stint at Calendar, and then wrote many of the Daily GO! columns in 2004-5, again finding out more and more about the Boston arts world and what it had to offer. I left in the summer of 2005. Currently, among things, I freelance for the Boston Phoenix, the Boston Herald, the Christian Science Monitor, www.halloffamemagzine.com,www. yankeemagazine.com (Yankee magazine on line) and do this column,www. BostonFound.com, an expansion of what I did at the Globe with GO!The aim: to steer you toward the best of what Boston has to offer in a variety of arts and entertainment areas - and to provide you with a good, snappy read.

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branding
MISSION
To get curious people to go out into the world, see live shows and special events and tell them why they should care. -Jim Sullivan

PRIORITIES

To get curious people to go out into the world, see live shows and special events and tell them why they should care. -Jim Sullivan

BRAND ASSOCIATION KEYWORDS

ALTERNATIVE, PUNK, WITTY, SHARP, SMART, FUN, FRESH, EDGY, FREEDOM, SEASONED CRITIC, NOSTALGIA, MEMORIES

Boston Found doesnt believe in guidebooks, we believe in whats happening now. We dont conform to mainstream ideas of whats fun, we make our own fun because we know whats going in Boston, and we take part in the action. We explore so we can create memories and look back and relish in the nostalgia.

BRAND MINDSET

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No other events guide solely reflects Jim Sullivans point of view and experiences.

TRUELINE

Boston Found is the only Boston-based arts and entertainment guide with content from Jim Sullivans professional point of view in a time where mainstream guides are based on user generated ratings and reviews.

ONLINESS STATEMENT TAGLINE

Jim Sullivans Boston arts and events guide with attitude.

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INITIAL AWARENESS
LAUNCH PARTY
Taking place at the beginning of the new year, The Launch Party will in effect, connect the hotel personnel, various establishments, and businesses in the Greater Boston Area. It will serve as not only an official launch, with soft launch the fall/winter season before. Acting as a celebration of both the local businesses and Boston Found, as what connects Bostonians with the areas businesses, influencers and business owners will be introduced to the new Boston Found web and mobile interfaces. Also, there is an opportunity to add a philanthropic edge to the party by making it the Boston Found Launch Party & Benefit, and pair it with a local charity or fund. This will be useful way to help bring Boston Found to top-of-mind and hopefully establish relationships early on so hotels can suggest Boston Found services to guests. After connections are established with Boston hotels. Boston Found needs to be integrated into the hotels concierge offerings. Fresh Snacks has designed postcard-sized supplements for guests with activity tips. Tips such as: 5 fun things to do in Boston during the day The 5 best nightlife spots in Boston Show reviews Must visit restaurants in each Boston neighborhood On the back side a logo and QR code would lead readers directly to the Boston Found website, increasing traffic. These hand outs also could be used for guerilla tactics.

FIND BOSTON CONCIERGE SUPPLEMENTS


BRAND RECOGNITION & RECALL


THE NEW LOGO & WHY IT WORKS
The new name better explains the sites function, capitalizes on easy accessibility through SEO, and generates advertiser appeal due to the Greater Boston-centric audience. Boston Found is a Branded House with a visually compelling logo. Repeated interactions of the logo (and brand) will lead to audience recall.

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campaign overview
IDENTIFICATION OF MARKETING PROBLEM
After six years, there is little to no brand awareness outside of Jims ultraloyal readers. The function of the website in unclear upon landing on the homepage. There is a disconnect between Jim Sullivans credibility and the trustworthiness of his website, based on the web design and overwhelming content. The branding is off. Raise brand awareness by generating recall. Aligning the brand image with the function of the site. Encourage re-visits from readers.

COMMUNICATION OBJECTIVES
1. 2. 3.

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WHILE THE TARGET SEGMENTS VARY IN AGE AND IN LENGTH OF TIME IN BOSTON, THEY HAVE FOUR COMMON MOTIVATIONS THAT DRIVE THEM TO BOSTON FOUND:
1. 2. 3. 4. A thirst for adventure Desire to be socal Enjoying life Creating lasting memories

CUTTING BACK
DISORGANIZATION STANDARDIZATION FLUFF MAINSTREAM BASIC TEMPLATES

BRAND ALIGNMENT
SIMPLICITY

MOVING FORWARD
PERSONALIZATION

CONSISTANT QUALITY CONTENT ALTERNATIVE VISUAL INNOVATION TWO WAY COMMUNICATION

ONE-WAY COMMUNICATION

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creative executions
WEBSITE
Users can register and login, allowing them to receive tailored content to save time by not sorting through vast amounts content Advertisements are worked into the feed flow which is a prime position for advertisers seeking highly integrated sections of websites (advertisers should be allowed if they fit into the overall brand personality and feel of the community the site will create) The Feed scrolls within the header and footer (therefore those sections are always present). This gives new site visitors an easy introduction into the site, since a photo-centric scrolling feed is becoming more prevelant The Feed of events starts as all types but the user can de-select categories to receive content relevant to them

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Single posts feature similar post the user might like on the right (through the use of tags) Also features: social media links, search bar, and important links to emphasises The Pitch Each post will be summarized with The Pitch. This oneliner serves as an easy way for readers to grasp the content under a time crunch. Since the target audience usually attends entertainment events with peers, the pitch is a great way to convince others to accompany them.

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CALENDAR

This section of the website (which is a primary focus of the mobile site) will allow visitors to tailor Boston Founds content for themselves. It enables the user to fill his/her calendar with events that are featured on Boston Found. The user can then sync the calendar to his/ her smartphone. With this, all of the personalized information on the website is easily accessible on the go and flawlessly integrated into the users daily life. This is done by setting up separate google calendars for each event type and then embedding the entire calendar onto the site. Then users who are signed in will be able to view the link that allows them to download the their calendar to their smartphone or computer.

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What's Up this Week...

NEWSLETTER
Web Version | Update preferences | Unsubscribe Like Tweet Forward

Dogmatics: Rockin' Johnny D's For a Cause [the pitch]... [when & where]

What's Up this Week...

Bim Skala Bim Is Back for More Skanking Fun at the Middle East [the pitch]... [where & when]

Rickie Lee Jones: Intimate Music at Intimate Setting, the Bull Run in Shirley [the pitch]... [where & when]

Subscribers will be able to manage their account, opting in to receive either weekly or monthly newsletter updates. The emails will simply layout the upcoming week or months events including The Pitch and directly link to the site.

Dogmatics: Rockin' Johnny D's For a Cause [the pitch]... [when & where]

Blue Man Group: New Tricks For the Ageless Blue Men [the pitch]... [where & when]

Cook What You Eat at Davio's: An Hour Behind the Grill [the pitch]... [where & when]

Bim Skala Bim Is Back for More Skanking Fun at the Middle East [the pitch]...

Edit your subscription | Unsubscribe

Boston Found by Jim Sullivan Boston, Mass.

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MOBILE SITE

A mobile optimized version of the site allows for fast and easy access to Boston Found via smartphone. Users will be able to log into their personalized accounts, view all content, access calendars, and use all other features in a mobile friendly format. TEXT UPDATES Alongside customized calendars and content registered users will be able to take advantage of, they can also sign-up to to get text message updates of specific events, since most of the younger end of the livers section make plans 24 hours ahead of the time or less when it comes to the weekend/night activities.

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SEARCH ENGINE OPTIMIZATION


<meta name=description content=More than your average guide book or events calendar, Boston Found is always honest and witty and promises to remain true to the Jim Sullivan style. Boston Found helps its readers create memories, revisit nostalgia, and enjoy life through suggesting and reviewing arts & entertainment events around Greater Boston. /> <meta name=keywords content=jim sullivan, boston arts and entertainment, boston music, boston events, boston reviews, boston restaurants, what to do in boston, things to do in boston />

In order to boost the SEO of the site there needs to be consistent keywords and descriptions in the sites base. When constructing the site, make sure to have the web developer put the following content in, behind the scenes:

PULSE & OTHER NEWS AGGREGATORS

This is a free tactic which allows Jims content to further penetrate the market. All that is required is to submit the site as a source. By doing so and also recommending the app, Pulse, through the site, it gives readers another touch point for the brand. An added benefit is that after new users of Pulse connect the app with their facebook and twitter, it recommenders users that you and pages you like when adding new sources for the news aggregator.

To increase the SEO of each individual post, make sure to have the webdeveloper set it up in a way that enables you to tag posts with various terms. This will help the SEO, but is also vital to the organization of the sites content and personalization for the users. Also, when networking, discuss sharing links with other businesses websites. By having outbound links on other sites directing to your site, allows for Boston Found to increase in ranking. Googles spiders (what search and define the world wide webs content) look for outbound and inbound links when assigning rankings of various sites. More links from reputable sites directing to Boston Found will allow for your ranking to go up, since youll be seen as a more reliable site.

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FACEBOOK

social media

can be leveraged to direct people to website by posting links to content, relevant outside articles, and engage subscribers with questions, cover photo contests, etc.

TWITTER

is a great way to establish a two-way conversation with followers, and keep them up-to-date with upcoming events.

INSTAGRAM SPOTIFY

is used to post pictures of shows and interviewees and interact people through another interface and app on their phones.

playlists extend the brand image beyond the web interface, and allow users to connect to the brand by introducing them to new music that Boston Found has compiled to express the brands personality.

YOUTUBE
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can be used to hosts event footage/reviews/interviews. It is a great source of multimedia for the actual website and can be easily embedded into posts.

* FOR FULL SOCIAL MEDIA DETAILS, SEE SUPPLEMENTAL BOOKLET

promotions
GIVEAWAYS CONTESTS
Whether its a dinner for two, concert tickets or an autographed album-- people love free stuff and theyll love you for giving it to them.

EXCLUSIVE PROGRAMS/EVENTS

For someone who writes an events guide, who better than to throw a event? Hosting a party will enable the target audience to keep Boston Found on their radar. Attendees will look to Boston found for suggested outside activities and Boston Found hosted events.

The utilization of social media is the cheapest way to host a contest. These types of contests engage viewers and encourage visitors to share the contests with their peers. Cover Photo Contest: Each month followers will be encouraged to upload their best concert photo to Boston Founds Facebook wall. From there, the winning photo is chosen and displayed as Boston Founds Cover Photo. Consumers can engage with Boston Found after they visit a suggested event/venue, bringing the interaction full circle. This also allows with people to interact directly with the people behind the brand, since you will be crediting them (optional adding instagram or twitter handle) so that way theres value and exposure for both the brand and the invested users.

*PROMOTIONAL EFFORTS ARE ALL SUBJECT TO CHANGE BASED ON SITUATIONAL CIRCUMSTANCES.

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non traditional and guerilla


WRISTBANDS
Venues who serve alcohol must distinguish legal drinkers from underage attendees at concerts and events. They often do this by using wristbands. Boston Found will supply those wristbands complete QR codes that direct people back to the Boston Found website or any other relevant URL chosen.

FOURSQUARE SCAVENGER HUNT

The name, Boston Found lends itself to hosting a scavenger hunt. A great way to engage Twitter and Facebook followers is by utilizing FourSquare, an app that allows you to check-in to different businesses and share their location with friends. Boston Found can organize a scavenger hunt and have people check-in at different places around the city. The first 5 people, for example, to complete the list will be awarded merchandise, tickets, and other prizes.

POWERWASH ADS

This is one of the most innovative ways to advertise. Since cleaning a sidewalk by powerwashing is completely legal, there are companies who specialize in creating stencils and power washing ads on sidewalk cement. The only thing that can undo these imprints is dirt and time. These would be placed by venues that are featured on Boston Found.

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stickers and merchandise


Merchandise will generate recall and, after repeated exposure, resonate with the consumer. Through t-shirts, stickers, and keychains people advertise Boston Found unintentionally. This will further expose others to the website.

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timeline
Item Buy an iPhone or Android Network Self & Site at All Events Business Cards Web Redesign Newsletter Template Creation Newsletter Distribution Consistant Web Content Daily Hire Interns Tweet (1 per day) Update Facebook Daily Instagram Photos (1 per day) Build Spotify Playlists Secure Venue for Launch Align Partnerships For Party Make Contact with Concierges Send Launch Party Invites (Advertsiers too) Launch Party Distribute Concierge Cards to Hotels Secure Connections & Exclusives Wrist Bands Order & Distribute T-Shirts Reach out to Advertisers Web Analytics Tracking Stickers

SEPTEMBER 2012-AUGUST 2013


September 2012 1 2 3 4 1 October 2012 2 3 4 5 November 2012 1 2 3 4 December 2012 1 2 3 4 1 January 2013 2 3 4 5

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Febuary 2013 1 2 3 4

March 2013 2 3 4

April 2013 2 3 4

May 2013 2 3 4

June 2013 2 3 4

July 2013 2 3 4

August 2013 2 3 4

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evaluation

WEB TRAFFIC METRICS TO MONITOR

Monthly Analysis: Overall Traffic: increase by 20% Unique Visitors: increase by 15% Bounce Rate: decrease by 10% Pages Per Visit: aim for 3+ User Sign-Up: 50 per month Calendar Downloads: 200 Search Engine Ranking: more first page rankings for the selected terms Working with venues (Middle East, Paradise Rock Club, etc.) to track the amount of people attended events thanks to Boston Found

WEB ANALYTICS TOOLS which allows for analysis of website activity. It not Google Analytics is a free tool provided by Google

only measures activity, but also gives fresh insight into how visitors use the site, how they arrived on the site, and how to keep them coming back. Included are six basic functionalities, the most pertinent of which are the following: analysis tools, which assist in deciding what data to review and allows for customizable reports; content analytics, which evaluate website performance and popularity to create better experiences for customers; and social analytics, which measures the success of social media programs (Facebook, YouTube, etc.) integrating web and social data to provide a holistic view of the content and community.

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budget
ITEM
NEW BUSINESS CARDS ROUND STICKERS SQUARE STICKERS QR CODE WRISTBANDS POSTCARDS INVITATIONS T-SHIRTS WEBSITE DOMAIN AD WORDS PRESSURE WASH ADS 40

QUANTITY
150 150 250 500 250 100 100 PER YEAR

PRICE
$15 $250 $78 $35 $35 $8 $358 $29 $200 $1600

VENDOR
VISTA PRINT STAND OUT STICKERS UPRINTING TRENDY WRIST BANDS OVERNIGHT PRINTS OVERNIGHT PRINTS THE T-SHIRT LAND GODADDY GOOGLE PRESSURE WASHING ADS

TOTAL

$2608

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ALEX OANONO EAN WILLIAMS ELIZABETH RONZIO KAYLA PINTO LINDSAY FIELD

FOR WORKS CITED, PLEASE SEE SUPPLEMENTAL SHEET.