2. INNOVATIVE AND VISUALLY AMAZING CAMPAIGNS ARE DEAD WITH OUT A MEANS OF COMMUNICATION.
IN THE NEXT PAGES, I PRESENT To YOU A FEW OF MY COMMUNICATION STRATEGY CASE STUDIES.
5. CHALLENGE:
CHANGE VIEW OF MIAMI BEACH FROM PARTY
TOWN BY THE BEACH TO WORLD CLASS
DESTINATION FOR TRAVELERS.
BudgeT: 200K
6. AUDIENCE: JETSeT Blogger
Bloggers who enjoy the good life, is an influencer
MINDSET:
Shares Life & experiences online Living LIfe
Enjoys occasional spluge EXPLORERS
Like being current on Trentds disposable income
TECHNOLOGICALLY MINDED OPEN TO NEW EXPERIENCES
Upwardly mobile and established 25-45 years old
seek luxury, fun and an international Flair
7. AUDIENCE CHANNELS:
SOCIAL NETWORKS Video SiTes
Travel WEBSITES Trend Blogs
Fashion, Design & Pop CulTure Magazines
Email NEWSLETTERS RSS FEEDS
SMARTPHONE APPLICATIONS
8. COMMUNICATIONS OBjective:
CREATE A SPACE FOR INFLUENCERS AND ADAPATERS TO TALK, SEE
AND EXPLORE THE MIAMI BEACH LIFESTyle.
CrEATIVE STRATEGY:
MIAMI BEACH, LA VIDA
COMMUNICATIONS Channels:
You TubE Channel Video CoNTEST
InFluEncers BANNERS
EsTimated Reach: 1.2MM*
* Sources: Alexa.Com, YouTUBE.com
9. YouTube Channel
Highlighting videos from first person perspective of adventures in Miami
Beach.. This cHannel will show featured events and programs and Travel
Guide. This channel will be a portal to explore and learn more about
Miami Beach and it’s ammenities.
10. Video Contest
Influencers will be asked to review and feature the Miami Beach La Vida
Video Constest. Video contest will ask public why the should go
to Miami Beach and what they would do. ThE contest will encourage
participant to Envision themselves in Miami Beach and Encourage the to
find out all the Miami Beach Has to offer. Grand Prize will be to attend
one of Miami Beach’s
five most Talked
about events.
11. BANNERS
Banners placed on travel, lifestyle sites and blogs. Banners are to
promote contest and bring home the message that life is
better in MIami Beach.
12.
13. CHALLENGE:
create a belief, audience & channel
approach for the death penalty.
BudgeT: 500K
14. AUDIENCE: NEO WORKING STIFFS
Economically savvy, well Informed, CommuniTy Concious.
MINDSET:
Savvy Consumers Community Organizer
Aware of Political Climate MoTivaTEd
InfoRmaTion Scavengers Socially Concious
25 - 45 years Old
15. AUDIENCE CHANNELS:
SOCIAL NETWORKS Happy HOurs
Travel WEBSITES Trend Blogs
Fianance, Community NEWS & Publications
Email NEWSLETTERS Outdoor MEDIA
SMARTPHONE APPLICATIONS
16. COMMUNICATIONS OBjective:
RAISE AWARENESS regarding THE COST OF DEATH PENALTY to the
U.S. market.
CrEATIVE STRATEGY:
YOU’RE PAYING FOR IT
COMMUNICATIONS Channels:
PRint Banners
Public Transit Billboards
WeBsiTE
17. PRINT
Print ads in financial, personal finances, entrepreneur, business and news
publications like Money, Business Weekly and Entrepreneur.
18. BANNERS
Banners ads on financial and search engine homepages like Google and the
Bloomberg Report.
21. WEBSITE
WebSite that lets user calculate
cost of death penalty per state per
person. Here users will also be able
to sign a petition against the Death
Penalty and ask friends via their
social networks to do the same.
22.
23. CHALLENGE:
INSERT THE NEW YORK TIMES INTO POP
CULTURE.
BudgeT: 300K
24. AUDIENCE: Up and Comers
STudents and Young Professionals That are Ready To
Find their Path in the world.
MINDSET:
FINDING THEIR PATH IN THE WORLD Career Minded
EXPLORERS NEED TO BE ENGAGED ON A PERSONAL LEVEL
TECHNOLOGICALLY MINDED STARTING CAREER OR COLLEGE
THIRST FOR KNOWLEDGE OPEN TO NEW EXPERIENCES
SHORT ATTENTION SPANS CRAVE AUTHENTICITY
21-35 years old
25. AUDIENCE CHANNELS:
SOCIAL NETWORKS COLLEGE CAMPUS
JOB HUNTING WEBSITES COLLEGE BARS
BLOGS YOUNG PROFESSIONAL ASSOCIATIONS
ALUMNI NEWSLETTERS RSS FEEDS
SEARCH ENGINES SMARTPHONE APPLICATIONS
26. COMMUNICATIONS OBjective:
PosiTion New York Times as the “Go-To” resource.
CrEATIVE STRATEGY:
THE “NEW” NEW YORK TIMES
COMMUNICATIONS Channels:
Daily Report Website PersonalizaTion
Augmented Reality QR Codes
University Orientation Day
27. PERSONALIZED HOMEPAGE
Custom homepage for each user depending on their needs.
Personalization is geered towards proving students and young
professinals with tools they need for reasearching and job hunting
without alienating current subscribers.
28. DAILY REPORT Email
Daily 10-Minute Report by a New York Times journalist/moderator. Each
user will choose the news they will like to hear and see and each day they
will receive an email with a video showing a short summary of headlines of
their favorite news.
29. QR CODES
QR Codes attached to articles in New York Times articles. Each QR code will
lead to interactive comment on New York Times website (videos, forums,
slideshows) and other content online relating to news article.
30. AR CONTENT
New York Times will offer augmented reality ads to advertisers. This feature
will also be availabe for features on the front page as merited by the news.
31. NEW YORK TIMES AT ORIENTATION
New York Times partnership with top 200 universities in the U.S, NEW York Times
would participate in orientation and offer students information on the
newspaper and tools, like student planner, that would help students in the
colligiate career.
32. ACKNOWLEDGMENTS:
ParTners:
Mikio Bradley
CopyWriTER
Michael Youssef
Art Director
Teachers & Advisors:
Ralph Budd Alex Ohannessian Camilo Velez
Miami Ad School SapientNitro OMD
Ed Castillo Swapnil Patel Dominico Vitale
PHD Crispin Porter + Bogusky People Ideas + Culture
Hamish Chandra Ronn Pearson Melissa Walker
Goodby, Silverstein & Partners SapientNitro People Ideas + Culture
Max Heilbron John Reid Will Wiseman
Goodby, Silverstein & Partners Butler, Shine, Stern & Partners Universal McCann
J. Ryan Lee Pippa Seichrist Opher Yunger
Mekanism Miami Ad School People Ideas + Culture
Juan Carlos Morales Ron Seichrist
SapientNitro Miami Ad School
Jerrod New Gunther Sonnenfeld
Miami Ad School Think State
