Driving Question: How can we, as marketing professionals, promote a new app for a specific target audience?
A new social media app called Bomb'd is launching in Los Angeles, and the Strategic Communications class is being brought on board to market the app. In groups, you will collect market research and develop a marketing plan for a specific target audience. Then, you will create promotional tools to support your strategy. You will execute your strategy with a test audience, collect data and then pitch your strategy and recommendations to the company.
This project will require you to be flexible, creative and think critically. Step into the shoes of your target audience and determine what messages and strategies will appeal to them. Take some risks and make a winning plan!
Project deliverables and deadlines
Project launch: Tuesday, February 21st Marketing plan deadlines:
Target audience description due: Friday, February 24th
Positioning/points of difference, general company description, mission statement, objectives, and evaluation/control due: Tuesday, February 28th
Situation (SWOT) analysis and initial marketing research section (after surveying at least 50 people) due: Monday, March 6th
Marketing strategy (with 4Ps and 4Cs) due: Wednesday, March 8th
Marketing plan presentations in class: Thursday, March 9th
Full marketing plan (with executive summary and conclusion) due: Thursday, March 9th
Creative wall review for promotional tools: Thursday, March 16th Presentation of marketing strategy execution: Friday, March 24th Updated marketing plan (with results/recommendations) due: Thursday, March 30th Final presentations to Bombd: Friday, March 31st