young lions 2012 media competition leo grübl & sophie leitner you better ask us 1st leo grübl...

Young Lions 2012 MEDIA Competition

Leo Grübl & Sophie Leitner

You better ask us 1stLeo Grübl & Sophie Leitner

DistrictNo. 24:GUIDEN

Viral strategy by putting focus on FOUNDING a new district in VIENNA

Result: Earned Media “Talk of the town”

In form of questions (Possible? Where? Do we need it?)With widely discussion in media (Newspapers, TV, Radio, …) And in social environments (regular’s table, in social media profiles, …)

Microsite &FB Fanpage

Microsite &FB Fanpage

SEASEA



Viennese district no. 24: Guiden

Social Seeding

Social Seeding

Producing viral videos

Using existing fanpages to spread our message

Using Twitter to activate journalists

Google Adwords

How can we use the attention and curiosity of the Viennese people?

Implementing our core message after Vienna got effected by the viral and resolving the Viennese district no. 24: Guiden

Result: People ask us 1stShowing up that you should have better come directly to us with your questions. Because when it comes to founding, the “WKW Gründungs Guide” knows every answer. Reposition WKW as the first person in charge



Guiden Founding WKW

Changing FB Fanpage into WKW Gründungs-Guide

Microsite turns into “Gründungs-Guide” Website

Citylights & InfoscreensMobile Advertising

Online DisplaySEA

Reactivating WOM in media and social environment

Upcoming entrepreneurs

being present at any relevant fair to get

Mailings to build up a network



WKW Gründungs-Guide Personal Partner

PERSONALINDIVIDUALcontact to entrepreneurs

Opinion Leader(Banks, Tax-Advisers, Training Courses, Embassies)

Result: Personal, individual relationship from beginning to end+

Being top-of-mind as a personal mentor when it comes to found a start-up

Intense the personal relationship and implement a personal platform

Result: Improving communication

Platform which is available for entrepreneurs and their personal consultant to communicate more efficiently with eachother.

Supporting self-reliance by implementing a community function to get in contact with other entrepreneurs

Authentic platform both – entrepreneur and guide – can use on their local pc, mobile or tablet to be in contact in every possible situation



Personal Partner App Intense Relation

Problem

Solution



Summary

PAIDPAID

EARNEDEARNED

OWNEDOWNED

Social Seeding

SEA

FB Fanpage

Microsite/Home-page

App

Fair

Talking About

WOM

App-

Comm./FB

Citylight/Info-

screens

Budget Activity Timing Costs

10% Viral Social Seeding 1+ week € 25.000

40% SEA Google Adwords 8 month € 100.000

26% Citylights + Infoscreen 1 month € 66.000

18% Online Display 1 month € 45.000

2% Mobile Advertising 1 month € 5.000

4% Mailing 1 month € 9.000

Online Display

MobileMailings

Sponsored Stories FB

young lions 2012 media competition leo grübl & sophie leitner you better ask us 1st leo grübl...

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