New Media for Marketing & PR

1. New Media for Marketing & PR Analysis

2. Situation • Startup • Baby boomer market • No budget • Reach market quickly • Established services and customer base • Looking to take business to the next level

3. Step 1 • Talk to our baby boomers • There are 87 million Baby Boomers (born between 1946-1964) in North America (US and Canada). • Over the coming years, 12,000 people a day will be turning 50

4. Step 2 - Analysis • Probable values: • Patriotic • Family oriented • Religion and Social Relationships • Probable issues: • Healthcare • Quality of life • Finding like-minded people • Grown-up families (no kids to take care of) • Making best use of their life savings • Disconnected

5. Cool Factor Analysis • What they probably like: • Golfing • Traveling • Sports cars • Arts and Cultural Events • Quality living • Probable Characteristics: • Lifelong savings that are higher than average retiring person • 55-65 years old • New to technology • More time

6. Step 3 - Company Concept • Probable values: • Patriotic • Family oriented • Religion and Social • Probable issues: • Healthcare • Quality of life • Finding like-minded people • Grown-up families (no kids to take care of) • Making best use of their life savings • Disconnected Company Mission: Provide quality of life services to baby boomers. • What they probably like: • Golfing • Traveling • Sports cars • Arts and Cultural Events • Quality living • Probable Characteristics • Lifelong savings that are higher than average retiring person • 55-65 years old • New to technology • More Time • Fastest-Growing internet community

7. Marketing and PR Campaign QualityLife.com

8. Current QualityLife Services • Chat and message service for members • Groups: • Creation and matching based on physical location, interests, and personal preferences • Travel services and special trips for groups with similar interests • Special wireless "family" deals for QualityLife.com members with free minutes. • Regional events  • concerts • sporting events • parties

9. Syndicated Services • Health care memberships and prescription plans • Real estate services • refinancing • buying a house on Mediterranean coast package

10. Goals • Increase revenues by attracting more customers: • Create awareness in the market about the service • Product placement through syndication partners • Build the community and develop viral aspects of the service • Become #1 online service portal for Baby Boomer market.

11. Market analysis - Website • Questionnaire: • Online questionnaire • Usability of the website (36% - not great, 54% - adequate, 10% - love it) • Variety of services (55% - not enough, 30% adequate, 15% impressive) • Quality of services (10% - dissapointed, 20% OK, 70% excellent) • Would you recommend to a friend? If no, why not (60% membership fee, 20% lack of services, 10 %Yes)

12. Market analysis - Street • Random sample questionnaire: • What are the main issues? • Finding people that are similar • Disappointed in social options and status • What are your retirement desires? • Travel • Active, healthy, and fun lifestyle • Be with grandchildren • Do you use internet? Would you consider using if it could help address their issues and concerns?

13. Brainstorming • Installing keywords that generate traffic to the website from search engines • Encouraging users to write blogs about services consumed, with enticing awards • wireless-driven blog sweepstakes for members that volunteer to promote events and services and make non-members want to join by posting cool blogs. • Awards for members who recruit most new members • Seeking out locations where baby boomers meet (churches, community centers, theatre, cinema,…) and educate them about our service, with seminars, hand-outs, etc • Creating partnerships with business who share the same target market and form a win-win situation (baby boomers are a large market for car buying; we will give discount certificates for $100 usable towards a special trip purchased through QualifyLife.com to every person who test drives a new vehicle at the chosen dealer) • Chalk on sidewalk approach “QualityLife.com” • Sticky notes approach • Organizing charity events in cooperation with Breast Cancer and Heart Disease Charities to promote QualityLife.com • Games to involve retirees where they can win anything from a small certificate to a free trip • Podcasts • Flashmobs places where boomers gather? • Pitching stories with a human interest aspect to media (magazines targeting retirees, daily newspapers, TV) and get a story published • Text messages with a life improving tip provided by “QualityLife.com” • Spam that is not spam? • Publicity stunts? • Linking from all partner websites • Coupons In our partner catalogs • Banners on hospitals • Golf tournaments • Ads in relevant magazines • Giveaways • Celebrity appearances and endorsements • Religious affiliations • Pro elderly rights political protests • Flying boomer promotion • Beauty pageant • Travel idea contest • Free trips around the world • School stipends for grandchildren • Medals of Honor for most active users

14. Strategy • Create the buzz through users • Relevant services • Important services • Something they would want to give to friends • Something friends would want be a part of • Improve site usability

15. Offering strategy • Discount • For friend and user (send to friend) • Group – size awards • Special status (i.e. Platinum, gold) • Group packages • Travel • Concert • Free memberships • Special interests and government lobbying (in partnership with Fleishmann Hillard group). • Healthcare • Drug Costs • Social security

16. Promotional Tactics • Installing keywords for search engines • Blogs by customers (blog sweepstakes). • Awards for members who recruit most new members • Seeking out locations where baby boomers meet (churches, community centers, theatre, cinema,…) • educate them about our service, with seminars, hand-outs, etc • Creating partnerships with business who share the same target market and form a win-win situation (baby boomers are a large market for car buying; we will give discount certificates for $100 usable towards a special trip purchased through QualifyLife.com to every person who test drives a new vehicle at the chosen dealer) • Chalk on sidewalk approach “QualityLife.com” • Sticky notes approach • Organizing charity events in cooperation with Breast Cancer and Heart Disease Charities to promote QualityLife.com • Games to involve retirees where they can win anything from a small certificate to a free trip • Podcasts • Flashmobs places where boomers gather? • Pitching stories with a human interest aspect to media (magazines targeting retirees, daily newspapers, TV) and get a story published • Text messages with a life improving tip provided by “QualityLife.com” • Publicity stunts?

17. Focus • Viral Marketing: Invite a friend to everything • Event blogging promotion • Partnership with businesses that share the same target market • Guerilla Marketing: • Sticky notes and chalk: Tired of waiting? Make healthcare work! QualityLife.com. • Meet Methodists from Iowa church banner and leaflets.

18. Thank You • References: • http://www.celent.com/PressReleases/20031204/BabyBoomers.htm • http://www.asomaworld.net/bobdacy/us/opportunity.cfm