TARGETED MARKETING

PLAN

A shortened version of that long, long, I mean really long targeted marketing plan

for theSkimm

By: Alexandra Holzworth

UGA SKIMM’BASSADOR

SOCIAL MEDIA CAMPAIGN

Target Market

• Female College Students ages 18-25

• & maybe their mamas?

Goals

• Reader Acquisition

• Brand Visibility

Objectives

• To increase subscription among college females ages 18-25 by 10%

• To increase followers by 400-500 across social media outlets

STRATEGIES

Vine

• Creating a UGA Skimm’bassador run vine

• Micro-shooting short newscasts of big stories in Athens, Atlanta and

other parts of Georgia

• Promoting theSkimm’s site and social media everywhere possible

Twitter

• #SmallTownSaturday, #SmallTownStories

• Skimm’rs tweet the their towns’ best news every week for 2 months

• Winner=Reward

OTHER SOCIAL MEDIA

OPPORTUNITIES

Instachat

• Connect Skimm’rs that follow theSkimm’s Insta

Snapchat Story

• Make a Snapchat Story of pictures related to Daily Skimm news or

even the #SmallTownStories. Ask users to Tweet pics w/ story

Google +

• Share articles related to the Daily Skimm on Skimm Google+ account

• Could update UGA students about Campus Events w/ G+ Events

PHYSICAL CAMPUS

PRESENCE

Events

• Skimm booth @ UGA Grady College’s Journalism and Mass Communication Career Fair

• G+ Calendar of UGA Campus events Skimm’rs might dig

Flyers

• In the Journalism Building, Caldwell Hall, the bathrooms, downtown, Pauley’s Crepe Bar- everywhere

• Advertise on busses when student s are bored on their way to class

• STICKERS!

• Campus Promotion Guide

PHYSICAL CAMPUS

PRESENCE

Student Center

• Lots of promo in Tate Plaza!

• Miller Learning Center- pre-class announcements

Dorm Visit

• Flyers in Dorms (Honors, Upperclassmen, Freshman)

• Information Card on tables in UGA Dining Halls- why eat alone in

between classes when you could eat with theSkimm?

ACADEMIC

ORGANIZATIONS

Academic Department

• Journalism/Communications professors suggesting students subscribe to theSkimm (teachers <3 giving extra credit)

• Grady College & Franklin College listservs!

Career Services

• UGA Career Center suggesting students subscribe to theSkimm to brush up on news for job/internship interviews

Pre-professional Student Group

• AdClub Partnership

• UNCA/Lamdba Pi Eta Partnership

• Pi Sigma Epsilon Marketing and Sales Fraternity Partnership

CAMPUS SOCIAL SCENES

Greek Life

• Sorority Subscription Contest

• Ask every sorority’s president to subscribe/forward one Daily Skimm to sorority listerv

• Sorority with the most new subscriptions- WINS!

• Parents Weekend Subscription Contest

• Send out one Daily Skimm to all Kappa Kappa Gamma moms!

• Surprise @ Parent’s Weekend if they all subscribe!

Sporting Events

• Promo @ UGA Gym Dogs Meets!

PUBLICATIONS

Local or student-run magazine profile

• Get The Red & Black to do a story!

• Get involved with UGA’s Student Government Association

Collegiate Readership Program

• Get WUGA-TV’s NewsSource newscast to feature theSkimm!

= Newsstand

UGA ORGANIZATIONS

Partner with UGA Habitat for Humanity Chapter on Sustainability

Project

Create one of these Skimm Style– only have it be empty

• Advertise theSkimm/H4H goal to minimize internet/environmental pollution

BIG IDEAS

World

• Pinpoint on an interactive map where Daily Skimm stories took

place!

Picture teases

• Pictures- no explanations illustrating news in the Daily Skimm!

Different logo for male subscribers

• Eh, maybe not.

GIRL POWER!