los angeles times marketplace campaign strategy

LOS ANGELES TIMESMARKETPLACE

BY NENAH BONDI, VANESSA SIGMAN, EVELYN JIANG, JORDAN COMISKEY

on 4.28.15

1881IT ALL BEGAN IN

Part of Los AngelesThe  Los  Angeles  Times  has  always  developed  community  and  enabled  connection.

Impulse Shopping

Market LandscapeList Items

Item Shopping

Recreational Shopping

People aren’t respondingto ads in newspapers anymore

Problem

OUR RESEARCHshowed that newspaper

use is decliningin various

ways. RESEARCH RECAP:

Millennial

Insights GeographicConvenience

+Local

Connection

MOBILE

LOCAL

SOCIAL

Brand Positioning

To make the city smaller

Why

Incentivized Discovery

How

We bringstores to you

What

...What if?

Website& Mobile App

Activation #1Trips

Advertising: the act or practice of

calling public attention to one's product, service,

or need

Re-ImagineAdvertising

MarketplaceLos Angeles Times

BRENTWOOD

SANTA MONICA

VENICE

BEVERLY HILLS

CENTURY CITY

CULVER CITY

Activation #2Clips

Start with a Survey

By Location or Category

Activation #3Pics

#SawTheTruck#TransformTheTruck

Streamlining Social

Bringing it all together

Clips

Exclusive Quantity

Time Sensitive

Local

Scheduled Maps

Convenient

Mobile

Streamlined

Shareable

Social

Gamified

Survey Customized

Merchant Submitted

Discovery

Intriguing

Hashtags

Community

User Generated

Trips Pics

Rotating

Recreational Shopping for Millennials

Effective Engagement for Advertisers

From ToDull

CumbersomeTime-Consuming

Generic

IntriguingStreamlinedConvenientCustom

Yearly KPI’s

1,285

# of Ads sold # of Hashtags used # of App downloads

5,0003,806

Questions?

Team Contact Info01In-Depth Research02Target Audience03

Purposeful Positioning04

KPI Breakdown05Budget Breakdown06Advertising Packages07Campaign Expansion08

In The Appendix:

Meet the Team

Nenah Bondinenahbondi@gmail.com

Vanessa Sigman

vanessasigman@gmail.com

Jordan Comiskey

jcomiske@lion.lmu.edu

Evelyn Jiangejiang@lion.lmu.edu

SWOT Analysis

In-Depth Research1) Millennial ConsumerDecision Journey & Shopping Preferences (Omnicom Media Group)

2) Millennial Trust(Pew Research)

3) MillennialPopulation(Census Bureau)

4) Digital Consumers (Deloitte) 5) Shopping in-store vs. online (Continuum)

Target Audience: Consumer Portrait

Target Opportunities

Brand Positioning & Competitive White Space

We want to make the

city smaller

Why

Incentivized Discovery

How

We bringstores to you

What

LATM has a white space in recreational

Recreational shopping requires loyalty

Loyalty requires a relationship

A relationship requires trust

Trust requires a good history

Ex: Local shopping is recreational now

Ex: Recreational is a want, not a need

Ex: You don’t marry someone you just met

Ex: Biologically we’re wired to need it

Ex: Multiple past positive experiences

True

Relevant

Millennial have bad experience

Millennial have no experience

Millennial have good experience

No action, not our problem

Incentivise, offer a good experience

They choose to shop recreationally

Resonant

Awareness

Consideration

Desire

Differentiating

Purchase

StrategicEcosystem

Brand StrategyWe address the most urgent problem of the Times: its source of revenue. Our brand is resonant with millennials and their shopping preferences.

We integrated social campaigns that practically run themselves.Our positioning is differentiating in the market landscape.

Our solution is geographically relevant to LA.We latched onto trends, such as food trucks. We backed all of our proposals in research.

We created something time-sensitive. & more.

1st Year Budget Breakdown

Truck

Gasoline

Driver

=$1,702/ Week to Rentto break even

$65,000 Truck+

$20,000 Driver+

$3,500 Gas=$88,500/52 weeks

Yearly KPI’s

1,285

# of Ads sold # of Hashtags used # of App downloads

5,0003,806

# of companies on truck year round = 52# mobile ads 20/week =1,040# online ads 20/month =240

#transformthetruck (avg 3 post/wk) =156#sawthetruck (avg 10 posts/day) =3650

Est. between 75-100 downloads/wk

Advertiser PackagesPlan

ADon’t  have  the  money,  talent,  or  time?  We’ll  deck  out  the  truck  for  you!  You  buy  it,  we’ll  do  it.  Choose  from  our  

library  of  skins!  We  will  also  feature  you  on  our  ‘clips’  for  the  whole  week!

Includes  up  to  30  miles  &  4  hours/  day.Cost:  $50,000

TransformedTruck & Clips:

Plan

BYou  have  control  over  how  you  want  to  

transform  your  truck!  Completely  customizable!  Includes  up  to  30  miles  

&  4  hours/  day.Cost:  $45,000

TransformedTruck:

Plan

CFret  not!  We  have  a  budget-­‐friendly  way  to  get  your  product  seen!  Submit  your  advertisement  or  coupon  to  us  

and  we  will  feature  it  on  our  site  &  app.Cost:  $100/submission/day

$500/week

ClipsOnly:

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Hybrid TrucksIf  you’d  like  to  be  a  ‘conscious’  company,  hybrid  trucks  could  be  the  way  to  go.  We  also  threw  around  the  idea  of  giving  away  scholarships  as  a  ‘conscious’  way  to  give  back  to  the  community.

Loyalty CardsThere  is  no  universal  system  that  exists  yet  that  provides  rewards  to  loyal  patrons  of  local  businesses.

City ExpansionWe  chose  our  six  cities  based  on  where  millennials  may  want  to  shop,  but  LA  is  full  of  many  other  areas  to  explore  should  this  company  expand.  

Unzips & TipsTwo  other  platform  features  could  be  ‘Unzips’,  which  are  randomized  discounts  that  pop-­‐up  on  your  interface  that  you  can  ‘unzip’,  or  ‘Tips’,  which  is  an  influencer  or  user-­‐generated  based  community  social  network  to  share  tips  about  local  businesses.  

EventsYou  could  collaborate  with  local  events,  like  the  626  Night  Market  or  Abbot  Kinney’s  First  Fridays.

O

Campaign Expansion Ideas