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THE SKIMM UGA TARGETED STRATEGY MARKETING PLAN A shortened version of that long, long, I mean really long plan 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 and Skimm 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+ accout • 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 Promotions 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 Listeservs! 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 subscriptionsWINS! • 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!
