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Social Marketing Plan: Common Sense Media
Transcript of Social Marketing Plan: Common Sense Media
Media literacy among children
Increase use of educational games and apps among children
Help parents search for and find educational games and apps for their children through Common Sense Media Learning Ratings system
Parents know Common Sense Media as a trustworthy resource committed to their education and safety of their children
Parent belief in three major concepts:
Not all media usage for children is bad
Educational media can be beneficial to children's learning
CSM’s Learning Ratings program can help connect parents to appropriate, educational media for their children
Parents will use Learning Ratings system as first resource for educational games and apps decisions for their children
"Popular" yet unhealthy or non-educational media, often times with high marketing budgets
Google and Apple search engines
Huffington Post Parents, Disney Family Fun, Focus on Family, MPAA, Nielsen, Yahoo! Safely, Parent Previews, ESRB, Kids First!, Kids in Mind, Plugged in Online
We want parents to see children’s media consumption with games and apps as educational if selected appropriately using the Common Sense Media Learning Ratings system. Using Learning Ratings, both online and via the app, saves time and concern for parents and provides a variety of resources for kids' entertainment and education.
Common Sense Media
Social Marketing Plan
MKTG-551 Marketing for Social Change
Kelsey Balimtas, Stephanie Burry, Kirsten Carpino, Meera Kallupura, Hannah Katzen & Maya Kosover
Millennial Moms and Dads
So who's our target market?
Have one or more children ages 2-7
Say their kids spend a decent amount of time with all forms of media
Express concern about children's media consumption
Are engaged in media
Live in suburban areas
Have higher income levels
Have received a higher education
“I know there are educational games or apps out there, but I don’t know who to trust or where to find it.”
“I don’t have time to research educational media."
"I see nothing wrong with my child playing games just for fun if I monitor how much time they do it for."
“Sometimes it’s just easier to give my kid something to play with when I need some ‘quiet’ time
“My kid won’t go near anything ‘educational;’ he/she wants something fun and creative.”
Social media presence
Board of Directors include powerful and positive voices for change (ie: Chelsea Clinton)
Recent increase in aided awareness
Resources on CSM are free
Media Literacy among children is a popular and newsworthy topic (ie: gun violence and video games, social media, food marketing, etc.)
Mommy bloggers, parents, and parent activist groups are advocates within target market
Integration of traditional, digital, and social media outreach for marketing communications
Apps are not consistently used by subscribers
CSM funding relies on donations
Overall brand awareness is low
More relevant or higher priority news consumes parents' focus
Technology usage and media exposure is expanding to a wider range and lower age
Biggest competition, Google, is a platform to get to CSM website (first come, first serve)
Increase CSM brand awareness as trustworthy by 4-6% within one year of campaign implementation; increase aided recall 12-15%
Shift parents' existing attitudes toward media consumption for children (measured through pre- and post-campaign surveys)
Parents will cite CSM Learning Ratings as first stop resource to find educational games and apps
Increase CSM app downloads, newsletter subscriptions, click-through rates, and recorded opens by 4-6% within one year of campaign implementation
Our plan is designed to address
low parental awareness and low utilization of Common Sense Media Learning Ratings.
By increasing the perceived
credibility, awareness and usefulness
of Common Sense Media Learning Ratings, we aim to improve children's media literacy.
We plan to achieve this objective by
about Common Sense Media through targeting
as well as increase CSM brand exposure through
libraries, museums, outdoor family movie screenings
, and other related kid-friendly events and locations.
Save time and effort with ease and clarity of Learning Ratings
Avoid negative emotions such as guilt and uncertainty
Learning Ratings educates and empowers parents to make the right choices for their families
Augmented Products: blogs, "Best of" lists, videos, reviews, rating systems
Strategic Marketing Mix:
The 4 P's
Children consuming educational material
Parents utilizing Learning Ratings
"Best Of" lists, reviews, recommendations, articles, YouTube videos, etc.
“I believe there is some good, educational media (games and apps) available for my child(ren).” (+40%)
“I believe educational games and apps are beneficial to my child’s learning.” (+40%)
“I believe CSM’s Learning Ratings program has helped me identify educational games and apps for my child(ren).” (+60%)
Decrease Non-Monetary Costs for Desired Behavior
Reducing fear and uncertainty with a trustworthy, reliable service
Increase Non-Monetary Benefits for Desired Behavior
Increase Non-Monetary Costs for Competing Behavior
1. SOCIAL MEDIA: Facebook, Twitter, Instagram, Pinterest, YouTube
2. DIGITAL: Google Ads, YouTube
3. TRADITIONAL: Print materials
1. Partner with Mommy Bloggers to Discuss CSM, create buzz, and raise awareness.
2. Allocate funds for search engine optimization. Continue publishing YouTube videos for free commercials, interviews, and information for target market.
3. Provide libraries and recreational centers with brochures and information; advertise in public transit; Set up booths at movie screenings, festivals, or community events nationwide to increase awareness and promote app.
Provides numerous resources for games and apps to download on the spot
Searching Google and Apple is overwhelming with results that are not unique to your child
Product only preexisting online content
Recommending that parents embed behaviors instead of offering recognition program(s) or tangible rewards; minimizes price-related costs
Only costs would be maintaining online presence
Online service, accessible anywhere
Not an issue of physically getting parents to the location in which they perform the behavior
Social Media Promotion
Incentives for mommy bloggers - 20%
Digital promotion and SEO tactics, including Google, YouTube ads and high-bidding search terms, 45%
Booths and print materials, 20%
One-third of non-subscribers expressed the greatest media-related concern with children ages 2-7*
Non-subscribers = those who have yet to use the ratings system and would be most receptive to its functions
50% of non-subscribers reside in suburban areas*
Data from a CSM 2013 Parent Survey
Goals are based on a year-long campaign, with measurements to take place pre- and post-implementation
Based on a proposed budget of $100,000 over a one-year span:
$20,000: Mommy Blogger swag
$45,000: SEO and digital media directive tactics
$20,000: Booths and print materials
$15,000: Pre- and post-implementation surveys
And just for fun (look familiar?)
"Common Sense Media: Reviews and Ratings for Family Movies, TV Shows, Websites, Video Games,
Books and Music." Common Sense Media. Common Sense Media, n.d. Web. 03 Nov. 2013. <http://www.commonsensemedia.org/>.
CSM 2013 Parent Survey. Common Sense Media. Greenberg. Common Sense Media, 2013. Web.
Weblog post. Nielsen Webinars. Nielsen, 12 June 2012. Web. <http://www.nielsen.com/us/en/events-and-webinars/2012/american-media-mom.html>.
At the point of decision making
Where they hang out
Overcome psychological barriers
Be more accessible than competition
Work with existing distribution channels
Where will we meet our target audience?
How will we appeal to them?