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Unbound!

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by

David Fong

on 13 October 2014

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Transcript of Unbound!

THE
TEAM

Camilla Kennedy
Account Planning Director
Bridgette Kinasz
Research Director
Tiffany Trinh
Media Planner
David Fong
Creative Art Director
Delora Lam
Finance Director
THE
CHALLENGE
:

Primary
: Come up with a marketing strategic plan to achieve the goal of 10,000 users 12 weeks with $5,000
Secondary
: A strategic plan that helps keep 50% of users active within a 12 month cycle
The
4
Pronged-Strategic Approach
Australian Economic Outlook
Mixed Signals for Travel in 2015
Weakening Australian Dollar
Reserve Bank of Australia: Cutting Interest Rates, Lowest since 1959
Forecasted Inflation of 2.7%
How it affects the Travelers?
8% rise in number of Australians travelling aboard
Increased Domestic Travel (‘Fly then drive’ Holiday)
Increased travel trend from age group 50-65 years old and above
Australians are taking shorter holiday but spending remains strong
Australians are travelling more domestically, with an increase in friends and relatives
New South Wales have been the most visited destination for the past 16 years
Unique offering
Convenient
Free
Navigation issues
Limited database
New entrant
User-generated
Partnerships
Many competitors
Other alternatives offer more functions
e.g. Offline Mode
HIGH
HIGH
HIGH
HIGH
HIGH
S
O
W
T
Which
Travel Apps
have you used to plan your holidays?
How do you
plan
your holidays?
Travel Websites
Recommendations from family and friends
Travel Agencies
Travel Apps
Easy to Use
Very Convenient
Not Convenient
Harder to Use
Market Postitioning
Application
Trouble with GPS mapping
Small radius of suggested options
Lacks uniqueness
Single language offering
No ratings of attractions
Little incentive for check-ins
WHO
Profile:
JENNY
University student who has a fair amount of free time
Prefers to go out with friends when possible
Loves to find new hang out places and cafés that are tucked away
There Is often a change of plans but it doesn’t faze her
Proposal
: Jenny would download the app for a spontaneous day out
Category:
Domestic University Student
Aged 18-25 years old
Generation Y - one of the largest spenders of today’s global economic spending
Independent and free-spirited
Heavy Social Media
Highly Tech-Savvy
Selected Characteristics of Tertiary Students Aged
15-24
Renting
Boarding
Free rent or board
with parents
Profile:
JIMMY
He is an international exchange student
Has a short time here so he will want to maximise his fun
Dedicated to go sightseeing whenever he has free time
He will have multiple plans for the day to ensure every minute is filled with adventure
Proposal
: Jimmy will download the app when he doesn’t have anything planned
Visitors by
Country
of Residence
Total Trip Expenditure by
Main Reason
for Coming to Australia
Profile:
CATHY
Has been married and has had children who are now adults
Cathy therefore does not have any more dependent children and can go on holidays with her husband without having to worry
She likes to go strolling to find new places to visit
Her time is not limited so will not spend her entire day sightseeing; prefers having some down time.
Proposal
: Cathy will use Wunderwalk when she has a day off to relax
Category:
International University Student
Aged 18-25 years old
Generation Y - one of the largest spenders of today’s global economic spending
Willing spenders on tourist attractions
Frequent travellers within the country
Category:
Baby Boomers
Fastest growing demographic with an average household net worth of > $1 million and mostly educated in computer literacy
50-65 year olds represent 25% of the population, but they consume 40% [of total dollars spent] of it [technology]
Percentage of
baby boomers
who own cellphones
Seniors aged 66+
Younger Boomers aged 45-54
Older Boomers aged 55-64
Communication
Generate awareness of WunderWalk brand among 20% of target market
Position WunderWalk as the "to-go" travel app
Develop value-addedness and brand equity
Marketing
Generate 10,000 user downloads 12 weeks with $5,000
Achieve 50% of users active within a 12 month cycle (of existing users)
Create preference among 10% of the target market
OBJECTIVES
Long-Term
Increase offering and services to the
website
platform
Include
In-app camera
function
Launch
WunderWall gallery
to encourage social engagement
Improvements in the options of
reviews
Focus on
sharability
and
user-engagement
with content
Adding on
Website
Services
Including
In-camera
function
Increasing sharability -
WunderWall
Gallery
Short-Term
Events - reach potential customers
PR Strategy & Content Creation
Guerilla Marketing - giving out merchandise
Social Media
Traditional Advertising
Strategic Partnerships/Collaborations
Freshies City Tour
Similar concept to Brisbane Greeters
Specially catered for freshies
City tour conducted by Wunderwalk Student Ambassadors
Collaboration with student organisations
Ensures user downloads
-
Telling a story
Travel blog with a personal touch
Includes Wunderwalk related content
Gain PR and positive WOM
Relatively low cost set-up
Alternatively, tie-ups with famous blogs
Can be associated with charity/empowerment campaigns in the future - '
More Miles for Smiles'
or '
Walk the Talk'
Link
: http://davidfzy.wix.com/easybrissybeautiful
EVENT
S

PR
Trail footsteps leading to coffee stands
Giving out merchandise at major events such as big walks, runs and student festivals (Color Run, Spring Flare)
Giving out pens, bottle opener key rings etc.
Create tangible brand associations
Relatively low costs
engagement
Increase interactivity between brand and consumer
Attract new user uptake through 'share-to-win' competitions
Provide multiple channels to share
Encourages sharing on social media
Instagram Hyperlapse Competition
Traditional
Used to complement overall marketing strategies
Focused to reach the tertiary segment (Baby Boomers)

Post Cards
Google Adwords
- using key words
Banner Ads
- flexible costs
Appear in Starts at Sixty blog
Leverage on collaboration with SAS

Evoke sense of nostalgia
Create brand associations
Targeted distribution
Relatively low costs
Strategic
Two-way benefit
with:
Budget airlines - promotion
Travel agencies to deliver special deals (Cafe Hopping event with Flight Centre)
Hostels - discounts
Café Hopping
Collaboration Event
Well-rounded strategy
with fixed budget
Effectively communicate
Wunderwalk as the best travel companion
Create
buzz and excitement
around Wunderwalk
Generate
awareness, reliability and trust
from customers
Events
- number of participants
Blogsite
- number of mentions
Online Ads
- number of impressions
Overall increase in user
downloads
Prior
to the launch: focus groups, dummy print advertising, on air testing
During
: aided and unaided recall questionnaires, social media analysis, google analytics, overall number of downloads
After
: brand recognition and sales analysed after 3 months (12 weeks)
Events - reach potential customers
PR Strategy & Content Creation
Guerilla Marketing - giving out merchandise
Social Media
Traditional Advertising
Strategic Partnerships/Collaborations
Full transcript