Contemplate ConCeptualize ConneCt ContaCt ConClude

3-10

11-20

21-24

25-28

29-32

exeCutive Summary
Campaign objeCtiveS
increase trial and grow usage of aol instant messenger (aim) products by 15% bridge the gap between aim messaging and aim Social media increase aim brand awareness

media and promotionS

reach ad-resistant Constant Connectors by emphasizing non-traditional media and approaching traditional media in an non-invasive way build a positive brand image through an interactive relationship with consumers

target market

18- to 24-year-olds - millenials, or as we like to call them, Constant Connectors College students Social media users

Campaign budget $25 million

9% 8% 18% 4%

Creative and production pr and promotions media evaluation Contingencies

poSitioning and Creative

key FaCt: aim already offers many popular online connection services, which gives it the opportunity to become the first one-stop-shop for social media. poSitioning: aim reconnects with Constant Connectors and is the first personalized, convenient, and truly streamlined social media provider. Creative ConCept: reintroduce aim by focusing on its functionality and its ability to enhance Constant Connectors network through social media. AIM is the ultimate streamlined social media experience.

61%

Contemplate
your Company
america online was established in 1985 and became the first Internet Service Provider (ISP) Connection problems gave consumers a negative image of america online as slow and unreliable in 2001, america online and time Warner merged, valued at $364 billion America Online officially changed its name to AOL in 2006 to shed its negative image provides communication features such as: e-mail im Chat video blogs Social networking aol seeks to serve the Worlds largest and most engaged Community

your brand
allows instant communication offers features beyond im, including: AIM Profiles texting e-mail voice messaging video messaging leading im service in the united States with 53 million users users prefer simpler versions of aim and are resistant to upgrades AIM Profiles was recently launched to compete in the expanding social networking sphere according to the most recent im trends Survey:

35% 26% 16%

of aim users use photo sharing use file sharing use audio im features

your ConSumerS
ConStant ConneCtorS
millennials do not just need communication; they crave it. So much, in fact, that we decided to call them Constant Connectors. On-the-go, wherever they go, their social spheres go with them. they are: trendy in touch with their world Influenced by one another, but remain unique individuals all about speed, drive, and ambition use complex gadgets, but prefer simplicity open-minded and sophisticated entering the workforce in touch with their friends 24/7

demograpHiCS & pSyCHograpHiCS

typically in college or beginning careers distrust and disregard ads not traditionally brand loyal Self-branding generation with strong identities and values Highly active more open and accepting of diversity live fast-paced, on-the-go lifestyles Seek instant gratification Constantly connected to friends, family, and acquaintances multi-tasking, hypercommunicators

produCt uSage
81% spend over two hours per day on the internet Constant Connectors e-mail, download music, and play games at a 38% usage rate, they im more than any other demographic

aCtivitieS
entertainment Sports Friends movies music Community involvement

your market
Category
Social networking can be traced back to 1997, but it did not take off until Myspace was introduced in 2003. This category is saturated, fast-paced, and constantly expanding. In 2006, about one in 20 Web visits was to a social networking site and about 12% of internet users claimed to be registered on a social networking Web site. Social media and networking continue to grow.

SegmentS
Social media allows people with common interests to share their experiences. They can connect with one another to learn, play, work, organize, and socialize. Social media segments include: im Social networking sites video sharing blogging voice/video chat

induStry trendS
Currently there is no one-stop-shop for all social media Companies are attempting to decrease social media fragmentation many social media are including more applications, which engage online users longer recent privacy concerns have prompted sites to increase security measures Companies are working with one another to increase their network offerings

your Competition
the competitive landscape for social media can be broken down into two important segments: im services and social media providers. AIM offers services that fall under each section, so it must consider competitors in both segments.

inStant meSSaging ServiCeS

Created in 1994 a leading Web portal launched its own social networking site, yahoo! 360, to integrate services such as yahoo! messenger, photos, travel, games, music, and groups Estimated market value of $29.3 billion and 485 million users worldwide positioned as a fun and innovative Web portal that provides users with recent information and media Created in 1995 owned by the microsoft Corporation Worldwide leader in im services allows users to choose which social causes receive donations from microsofts im revenue positioned as a social media site that offers mature activities and news

SoCial media providerS

Created in 2003 as a place for friends Offers photo sharing, journals, blogs, music, mail, a classified section, and several other activities allows users to connect with people, music groups, movies, and more 80% share of social networking market Offers freedom of customization positioned as a social media site that gives users a place to keep in touch with peers and stay connected to music

Created in 1998 World leader in Web portals and search engines Purchased YouTube in 2006 for $1.65 billion google talk allows users to im, group chat, preview media, or create an igoogle home page Estimated market value of $133.4 billion positioned as the ultimate search engine and an easy-to-use site for public information

introduced in 2004 allows users to connect with one another through profiles Second most trafficked site in the world Allows users to create a profile, add applications, blog, and share photos and videos 61 million users with over 50% visiting the site daily positioned as a fun, young, hip, and exciting social media site where friends can connect

Created in 2005 a video sharing site that allows users to upload video files purchased by google in 2006 the dominant video-sharing service positioned as an easy-to-use video-sharing service for all to enjoy

primary reSearCH
a close look inside the hearts, minds, and lives of Constant Connectors through ethnography, collages, focus groups, and surveys allowed us to read their pulse on aim, your competition, and social media.

ConStant ConneCtor inSigHtS

dislike clutter Desire instant gratification prefer ease of im, texing, or messaging over face-to-face communication unfavorable attitude toward video chatting Staying connected with friends and family is important prefer exclusiveness unaware of aim social networking associate aim with their youth disconnected from aim

etHnograpHy
a day in tHe liFe
We found out where Constant Connectors can find AIM. They Connect in their dorm rooms, socialize at coffee shops and network wherever they can access the net. They spilled their favorite bands, raved about the internet, and told us how they really feel about AIM.

kat, 20

there have to be a lot of people on it [a social networking site]; if none of my friends are gonna be on it, theres no point in me being on it.

alex, 19

brand perCeptionS
my

inSigHtS
aim is favored over aol resistant to upgrades Close browser to avoid the aim dashboard dislike clutter on Facebook and myspace, but live in messy environments

i dont think anything could draw me to the aim homepage; it pisses me off that it pops up in the first place.

Ce pa S

It is creepy Detail-oriented For music Used by middle schoolers

ai

m
associated with middle and high school years prefer simplicity new versions are slow Weary of upgrades Like file sharing Hate the pop-up page when starting aim

Fa C e

ok o
too many applications not exclusive anymore used as a selfbranding tool

josh, 23

i dont know what version of AIM I have. i dont like to upgrade, but i got a new computer... version 6.5.5.2?

FoCuS groupS
letS Hang out
to get inside Constant Connectors social circles, we let them do what they do best: socialize. With a nudge in the direction of social media, the peer-to-peer conversations gave way to the who, what, when, where and why of the Internet.

SurveyS
Q&a
online surveys allowed us to connect with the target on their own time. Over 200 respondents representing 25 universities across the country told us what they do online, how they use aim, and what media they use to stay connected.

inSigHtS
the internet is good for staying in touch over great distances with friends and family on a daily basis Constant Connectors use social media (predominantly Facebook) because their peers use it they share a dislike of clutter on social media sites despite a reluctance to advertising, they like interactive ads

reSpondent perCentageS 97% personally own a computer

over 66% spendon the10 hours a week computer over 58% spendon the10 hours a week internet nearly all respondents reported using Facebook myspace was the second most used social networking site nearly all myspace users also reported having a Facebook account overall likes of social networking sites: exclusivity ease of use Friends use it Simplicity overall dislikes of social networking sites: exposure of personal life Creepiness

34% spend over 10 hours a week on im

week 39% spend 3 to 6 hours a sites on social networking

CollageS
SHoW and tell
in an ultimate showdown of cut-and-paste, focus groups let magazine fragments speak a thousand words about aim, Facebook, and Myspace.

FaCebook
Friends pictures parties alcohol news

mySpaCe
Friends Sexual predators extreme meeting people

aim
Friends love relationships instant talking

aim SWot analySiS

aim StrengtHS
aim dominates im service with 53 million users in the U.S. Has a favorable brand image offers social media functions that are already gaining popularity: IM, profiles, text messaging, voice/video chat, picture and file sharing, and games

aim WeakneSSeS
aim seems increasingly complicated with constant upgrades, which many users avoid causing them to miss out on the full aim experience aim is known primarily for its im service and not for its other capabilities, which makes it harder to expand into social media

opportunitieS
aim can become a competitive social media provider for Constant Connectors who tend to lack brand loyalty aims dominance as an im provider can leverage its social media offerings aim has a favorable and respectable brand image among consumers aim has fewer negative associations than Facebook and myspace

tHreatS
Web portal companies such as yahoo! and google are acquiring social media and expanding their offerings google is a dominant internet leader with the buying power to expand into social media Social media sites are evolving to offer the integrated services offered by aim and other internet sites

Campaign CommuniCation Strategy key FaCt target

Social media tools popularized on competitor sites open opportunities for aim to become a one-stop-shop through social media integration while using its 53 million users as critical leverage for social media expansion.

CHallenge
aim needs to reconnect with Constant Connectors to leverage its im service and become the first all-inclusive social media provider.

College students are not typically brand loyal, especially when it comes to social media. These 18- to 24-year-olds however, are easily accessible on college campuses and are influential within their social spheres.

Campaign objeCtiveS
reconnect with Constant Connectors to show that it has grown into a streamlined, easy-touse product that can keep up with their fast-paced lives prove to Constant Connectors that it is the ultimate social media tool allowing them to connect and share the ideas and interests of their important lives leverage its im service to expand its social media offerings and become the dominant player in this category

propoSal

the aim that you know and love introduces the easiest way to stay connected to every facet of your fast-paced life. A streamlined social media experience anchored in the leading im application meets Constant Connectors for the next phase of their social evolution.

role oF advertiSing

AIM and its social media are strengthened by a high-profile image of the brand that establishes it as the ultimate provider of social media experiences. Ads will support this image and introduce the new product, as well as connect the AIM brand with consumer lifestyles.

10

ConCeptualize
CommuniCation purpoSe
reconnect Constant Connectors with the aim brand and inspire their use of its full line of social media products. The campaign communication will reintroduce the aim brand alongside other aim social media through messages that are relevant and relatable, including a revamp of the look and feel of the AIM product. Constant Connectors must be reminded why they use and enjoy AIM services and why they should be using AIM social media.

target audienCe

the target audience is 18- to 24-year-old males and females, who we refer to as Constant Connectors. These individuals are hyper-active, trendy, techsavvy, and dependent on fast and easy communication. Connections with friends and social lives are very important to our target audience. This age group is in tune with infotainment, pop culture, and the ever-changing world.

key inSigHt

Constant Connectors thrive on instant communication to stay in touch with every facet of their lives. AIM has the capabilities to meet this need better than any other social networking competitor because it already offers many social networking services its competitors are seeking to offer. Essentially, AIM already has the means to become the first one-stop-shop for social media.

11

aim is putting social media directly on your Buddy List with AIM Connection. AIM Connection is not an update. It is not AIM 6.6. It is a new product. It is an identity that consumers can easily recognize.

aim ConneCtion
tab CuStomization optionS
mail autos City guide Comments Finance Food games groups Health & diet Horoscopes jobs love@aol mapQuest movies music people pictures polls real estate Shopping Sports | Fantasy television travel userplane yellow pages

aims social media aggregation is completed with the additon of a new tool to the the familiar AIM Buddy List: tabs. These customizable tabs allow Constant Connectors to access all of their social outlets from one place.

our creative platform uses aim Connections tab feature as a springboard that allows Constant Connectors to embrace a familiar product in a more socially relavent way.

tHe big idea

tagline
keep tabs on your

WHy it WorkS

keeping tabs is a concept Constant Connectors are familiar and comfortable with the blank space at the end of our tagline is where we draw relevance with Constant Connectors Words that fill in the blank illustrate the limitless ways in which aim connects consumers with social needs this concept can be recycled and executed in several different ways the tabs set aim apart from its competitors - none of them have the social media integration the tabs provide

elementS oF tHe adS

tagline keep tabs on your _______ with the blank space featuring some relevant social element of Constant Connectors lives visual element typical of the aim product (away message, profile, tab, etc.) aim Connection logo www.aim.com - call to action to check out the new product

12

aWay print ad
keep tabS on your direCtionS
remember when you and your friends took that crazy road trip last summer? It might have been better if you had actually known where you were going. Then again, the story might not be nearly as funny that way. With a customizable MapQuest tab, AIM Connection keeps you on the road and on your way.

13

interaCtive tab print ad

keep tabS on your muSiC
You are flipping through the latest issue of Rolling Stone when you stumble across a brand new artist that you have never heard of. You definitely want to keep tabs on this musician and aim can help you. removable stickers are provided for bookmarking your favorite pages, which reflects how the aim Connection tab experience takes AIM beyond the Buddy List and into your music.

14

proFile print ad
keep tabS on your dateS
She thought she had finally met a nice guy - too bad she wasnt the only one. aim Connection makes it easier than ever to keep tabs on your dates, your friends, and just about anyone through instant buddy list access to AIM Profiles.

15

drink SleeveS
keep tabS on your CaFFeine
youre not just holding a cup of coffee, youre holding a freshly brewed aim away message fresh like the new AIM Connection.

CoaSterS
keep tabS on your drink
the coaster your drink is on does more than just keep those annoying rings from forming on the bar; its actually an AIM away message. By following the instructions on the back, you can place one on your drink for an instant seat check, while the other is sure to help you acquire some screen names. Take them home with you at the end of the night and tomorrow you can keep tabs on your nightlife with AIM Connection.

16

table tentS
keep tabS on your buddieS
the college dining hall is a great place to meet and greet; these casual conversation starters from aim Connection help spread the word about aim sponsored campus events and offer social networking both online and in real life.

tab your muSiC tour

keep tabs on your
Hitting your campus oCtober 12
Featuring: O.A.R. and The Game, and comedians nick Swardson and demitri martin

buddies

www.aim.com

www.aim.com

17

30-SeCond online CommerCial, ConCert

keep tabs on your

music
www.aim.com

youre vip at an exclusive preview concert featuring a hot new band when the stage literally starts to rock and roll. The band is interrupted by a quick jolt. It turns out that the concert was broadcasting live from an AIM Connection tab that has just been pulled out. Now you are just a click away from keeping tabs on all of the latest music.

18

30-SeCond online CommerCial, Celebrity

keep tabs on your

celebrities
www.aim.com

youre watching your favorite celebrity make her way down the red carpet when suddenly a mishap unfolds. Her embarassment is interrupted by a sudden jolt. You soon find out that the red carpet scene is coming to you from inside an aim Connection tab that has just been pulled out. Now you are just a click away from keeping tabs on all of the latest celebrity gossip.

19

buS SHelter
keep tabS on your nigHtliFe
Is the ad on that bus shelter moving? As you walk past the two-frame hologram, one frame displays a snapshot of you getting ready for a night on the town. The second frame takes a look inside your night with a picture of you and your friends opening up from your AIM Profile tab.

billboard & buS Wrap

keep tabS on your Future
as you make the morning commute dreading piles of paperwork and the inevitable coffee run, you come face-to-face with an understanding voice. You might be just an intern now, but keep tabs on your future and youll be going places.

keep tabs on your

nightlife

www.aim.com

keep tabs on your

nightlife

www.aim.com

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ConneCt
overvieW
With an innovative product redesign and a vast media schedule to support it, AIM will capitalize on the opportunities found in our research to strengthen its relationship with Constant Connectors. promotions will directly contact with the target by offering incentives to investigate AIM and its new features. Our focus is to re-establish Constant Connectors bond with aim and to create a new, positive relationship with AIM Profiles.

aim pHoto bootH

photo sharing is a popular feature on many social networking sites. To get Constant Connectors to use AIM Profiles we will introduce photo booths on college campuses, which will direct consumers to the photo-sharing feature on the site. large enough for friends to take photos together Constant Connectors will enter their screen names or create a new account booth will distribute a card directing users to their personal AIM Profile where they can then view their photos

21

Fall promotionS
aim buzz bubbleS
On September 1, 2008 viral AIM buzz bubbles will shatter the mediocrity of daily campus life by hinting at the coming of aim Connection aim bubbles will be placed on everyday objects around campus such as windows, crosswalk signs, parking meters, and fire hydrants Will feature phrases that play off the objects aim bubbles will contain the launch date sparking curiosity and creating buzz

aim ConneCtion launCH

on September 15, 2008 aim Connection will be launched aim Street teams will invade target campuses executing launch events and interacting with Constant Connectors Students can to get their pictures taken in an aim photo booth Street teams will introduce and promote the upcoming tab your music tour by distributing: aim t-shirts AIM flash drives Free concert tickets

Have a Seat
09.15.08

Put it on my tab

Feed me
09.15.08

Run FoR youR LiFe

09.15.08

22

tab your muSiC tour

the tab your music tour hits the road in San diego kicking off the 17-city tour Street teams will be on campus promoting the concert and giving away free tickets and aim merchandise Connecting to different genres, the tour features: Band O.A.R. rapper the game Comedian nick Swardson Comedian demitri martin the tour will reinforce the association of aim with friends and fun

tour SCHedule
San diego, Ca - San diego State Phoenix, AZ - Arizona State austin, tx - university of texas temple-bryan, tx - texas a&m boulder, Co - university of Colorado lincoln, ne - university of nebraska Columbia, mo - university of missouri gainesville, Fl - university of Florida atlanta, ga - georgia State university

madison, Wi - university of Wisconsin Chicago, il - northwestern university and university of illinois at Chicago lafayette, in - purdue university Columbus, oH - ohio State university ann arbor, mi - university of michigan university park ,pa - penn State university new york City, ny - new york university boston, ma - boston university

23

Spring promotionS
road trip Survival kit
According to Iamnext.com, 74% of college students go on road trips on march 1, 2009 aim street teams invade campuses to distribute 4,000 road trip survival kits per campus Outfitting students with gear for vacations will psyche them up about documenting the event through pictures on their aim Profiles kits include: maps aim decals roadtrip 09 First aid kits $5 iTunes gift certificates neck pillow Travel-size tissues aim window clings

pr and promotionS budget overvieW

promotion venues artists milage personnel Street team personnel Street team per diem Street team promotions budget rv Fuel (gallons) Flash drives road trip Survival kits t-shirts total CoSt Quanitity 17 17 12882 15 5 300 1 1 3230 180000 72,000 18000 total CoSt $216,002.00 $1,260,000.00 $12,882.00 $90,000.00 $20,550.00 $7,500.00 $100,000.00 $93,000.00 $10,300.00 $1,260,000.00 $1,329,120.00 $144,000.00 $4,543,354.00

promotionS budget alloCation

33% 29% 7% 31%

Street teams merchandise road trip kit tab your music tour

24

ContaCt
reaCH and FreQuenCy
in order to effectively achieve our goals we have set a reach of 70% and a frequency of 3.0. This reach level was chosen because aim is an established brand, but it is disconnected with the target market. Determined by using the Ostrow Model, the frequency of 3.0 will help raise awareness of the revamped AIM image. With the wide variety of media vehicles being used to deliver the message, Constant Connectors will be reached in numerous ways in order to meet the objective reach and frequency.

media mix Strategy

our goal is to reach the Constant Connectors through various types of traditional and non-traditional media. to connect with the tech-friendly lives of Constant Connectos our media mix will include emerging media. Based on our research, we have concluded that the following media mix will elicit strong results for reaching Constant Connectors.

media Spending
online tv Scoreboards bus Shelters Magazines interactive projections building illuminations billboards photo booths internet viral bubbles other

total media budget

$15,126,239

Quarterly budget
1: $6,925,758.92 2: $2,781,803.92 3: $3,480,968.91 4: $1,937,707.25

SCHeduling
the media plan will kick-off September 1, 2008 and continue through August 31, 2009. A unique form of the continuous media pattern will be used throughout the campaign so that the media appears less intrusive. Combining niche media and outdoor ads consistently throughout the campaign will reach a majority of the target. Non-traditional media will be changed throughout the campaign to reinforce the message and maintain variety. Other media will be introduced throughout the year based on seasonality and promotional events.

Internet 2% Photo Booths 3% Billboards 5% Building Illuminations 5%

Viral Bubbles 2% Other 4%

Online TV 22%

Interactive Projections 10% Scoreboards 18% Magazines 14%

Bus Shelters 15%

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Media Vehicle Magazines Allure ESPN Rolling Stone College Newspapers

September October November December January February March April May June July August GRP's Impressions 6|13|20|27 4|11|18|25 1|8|15|22|29 6|13|20|27 3|10|17|24|31 7|14|21|28 7|14|21|28 4|11|18|25 2|9|16|23|30 6|13|20|27 4|11|18|25 1|8|15|22|29 19,449,336 23,400,000 18,826,488 396,000 Recommendation: Place 3 ads prior to each event (total of 6 times) in each market 1,660,426,610 Recommendation: Place 2 interactive in each market billboards billboards in each market

Cost $2,168,829

Recommendation: 1,4-Color full page ad in Allure, ESPN and Rolling Stone each month

$79,380 $720,000 $3,284,000

Billboards Online TV (Total 1m:45) (Total 15s) Episode Sponsorship,:30, :30, :15 Recommendation: ABC's Greys Anatomy, NBC's The Office and Heroes and CBS's CSI Internet Banner Ads Recommendation: Place Internet banner ads on Web sites including ESPN.com, MTV.com and Weather.com Photo Booths Recommendation: Place photo booths in malls and movie theatres in each market Bus Wraps Recommendation: Place 2 bus wraps on city buses in each market Scoreboard College Football Games Recommendation: All regular season home games for 16 targeted college campuses in each market Table Tents College dining halls Recommendation: Place table tents on college dining hall tables in each market Bus Shelters Recommendation: Place ads on 2 bus shelters in each market Coasters College Bars Recommendation: Place coasters in 5 bars in each market Building Illumination Recommendation: Place projection ads in each market Podcast Sponsorship Recommendation: Sponsor a Podcast on iTunes Product Placement Recommendation: An episode of The Office and Gossip Girl Viral Speech Bubbles Recommendation: Place 200 viral speech bubbles on each college campus during first two weeks prior to launch of campaign Coffee Sleeves Recommendation: Place in local coffee shops around campus during the cold months Interactive Projections Recommendation: Place in highly populated areas on college campuses Total Impressions Total Cost Total GRP's 280

840

28,600,000 $360,000

$504,000 $216,000 $2,700,000 6,654,413 $4,950

$2,270,000 $68,040 324,000 $756,000 $50,000 $140,000 810,000 $257,040 $13,000 $1,535,000 1,758,886,847 $15,126,239 1120

traditional non-traditional
magazineS
12-month subscription one, four-color, full-page ad per issue: Allure, ESPN, Rolling Stone Cost: $2,168,829

internet bannerS

buS SHelterS
two bus shelters per market year-round reaches on-the-go Constant Connectors Cost: $2,270,000

College neWSpaperS

placed in three of the top Constant Connector Web sites: MTV.com, ESPN.com and Weather.com year-round Cost: $360,000

produCt plaCement

according to a 2006 College newspaper readership Survey, 44% of college undergraduates read the print version of their college newspapers frequently (2x or more per week) Half-page, black-and-white ads Will run three times during the week prior to each promotional event Will promote upcoming aim events Cost: $79,380

aim pHoto bootH

CoaSterS in barS

billboardS

Custom photo booths with aim logo in malls and movie theatres to take a photo, users must provide or create an aim screen name A receipt will print a specialized URL directing them to their AIM Profile to retrieve their photo Cost: $504,000

distributed at bars and restaurants on college campuses three times throughout the year Cost: $68,040

according to tv by the numbers, the Office has nearly 8 million viewers per episode Approximately 4.7 million of those views are between the 18- to 49year-old markets aim will be incorporated into gossip Girl and The Office during the second quarter of the campaign Cost: $140,000

building illumination

SpeeCH bubbleS
attached to objects around campus, such as benches, fire hydrants or lamp posts Cost: $257,040

two billboards per market for 12 months locations chosen based on proximity to downtown areas and college campuses Serves as reinforcement through frequency Cost: $720,000

buS-tranSitS

online tv

placed on two buses in each market year-round reaches on-the-go Constant Connectors Cost: $216,000

large format architectural illumination Can be projected over 300 feet tall Utilized in each market during the beginning and end of campaign to reinforce messages Cost: $756,000

CoFFee Cup SleeveS

podCaSt SponSorSHip

according to knowledge networks, 49% of online network tv viewers are more likely to consider using products from sponsors of their favorite programs than ordinary internet users Shown on: abCs greys anatomy, NBCs The Office and Heroes, and CbSs CSi aim introduced as sponsor at the start of the show for 15 seconds two 30-second spots during show Cannot skip ads Cost: $3,284,000

SCoreboardS

72% of people aged 18-29 describe themselves as sports fans according to a Cnn/uSa today gallup pole Will run at regular season home games for 16 targeted college campuses Cost: $2,700,000

table tentS

according to comScore, 18- to 24-year-olds comprised 29% of podcast users males were 63% of podcast users aim will sponsor a podcast for six months on itunes 30-second ad before the podcast aim logo present throughout podcast in bottom right hand corner Cost: $50,000

Coffee cup ads will create word-ofmouth as students tend to get coffee with friends placed in several highly populated coffee shops throughout each target market Cost: $13,000

video projeCtion

digital, 3-d, interactive projection of tabbed buddy list in student centers Cost: $1,535,000

displayed in dining halls in each market for promotional events Will start one month prior to events Cost: $4,950

27

geograpHy
the campaign will target 17 major cities and 18 of the largest college campuses in or near each city. A majority of our target market is located on college campuses due to the 18- to 24-year-old age range. We cross-referenced the largest universities in the country with the largest demographics of Constant Connectors according to SRDS data.

WeSt

phoenix, az San diego, Ca boulder, Co

midWeSt
Columbia, mo Chicago, il Columbus, oH ann arbor, mi lafayette, in madison, Wi

eaSt

university park, pa new york City, ny boston, ma

SoutH

atlanta, ga austin, tx lincoln, ne gainesville, Fl temple-bryan, tx

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Campaign evaluation
Copy teSting
in order to gauge the effectiveness of our media and promotional executions, copy testing was performed. We conducted focus groups with a total of 28 ohio university students of all majors and grade levels. Each focus group lasted about 30 minutes. The focus groups reconfirmed our primary research about Constant Connectors and their skepticism and disregard toward advertising. When it comes to traditional media versus non-traditional media, our participants favored the latter. Unless an ad has a certain level of uniqueness and eye-catching elements, they will not pay attention to it. overall, Constant Connectors do not like invasive ads that get in their way or are unavoidable; ads are more well received when they are creative and not invasive, however, aim consumers live fast-paced lives and are irritated by ads that slow them down. media such as bus stops, billboards, internet banners, street teams, and table tents provide them their valued freedom while still effectively conveying the message, thus resulting in higher awareness.

meaSuring and monitoring return on inveStment (roi)

to measure, monitor and evaluate your roi during and following the aim Connection Campaign, we recommend the bulleted procedures outlined to the right. by using these procedures we can be more nimble in our campaign directives and further tailor future efforts to be even more effective. measure downloads/upgrades of aim Connection during and after the campaign Utilize unique URLs and measure effectiveness of media placements and creative executions on a monthly basis measure brand awareness, favorability and message association before and after the campaign launch, through internet surveys and telephone interviews

29

direCtorS leFt to rigHt:

megan kosicki, ellen Cox, ryan dease, Claire Corbett, laurel Wiencek, kelley bond, michelle Haidet, Ryan Bockmuller, Cara Fitzgerald, Lauren Miller. Not Pictured: Jeff Scardino.

30

Campaign buddieS
Campaign direCtorS
ellen Cox megan kosicki

promo and pr buddieS

ryan bockmuller, direCtor ryan dease, direCtor laura adkins lauren Corna teresa dejohn kyle kalister jess johnson Laura Marczika jeanna packard Candace Stine

produCtion buddieS
michelle Haidet, direCtor laurel Wiencek, direCtor laura adkins Claire Corbett lauren Corna jessi Finn alanna geoghegan Andrea Kozakewich Laura Marczika lauren miller megan paynter allison potteiger victor rasgaitis Candace Stine amy Swearingen

marketing buddieS
lauren miller, direCtor ryan dease katelyn mooney jason young

Creative buddieS
Cara Fitzgerald, direCtor jeff Scardino, direCtor jane adams laura adkins Scott agee lauren Corna teresa dejohn robert doll jessi Finn Liz Follet michelle Haidet megan paynter allison potteiger victor rasgaitis Camille Sciria Candace Stine amy Swearingen Liz Westendorf laurel Wiencek

media buddieS

kelley bond, direCtor Claire Corbett, direCtor ryan dease Liz Follet kyle kalister mel klein lauren miller katelyn mooney lindsey neiling jen petrella

SpeCial tHankS to
Dr. Hong Cheng Craig davis Dr. Jane Sojka Dr. Carson Wagner Sarah buelterman Stephanie Haidet jon Hume Craig kerkhoff Stephanie lackey meghan montgomery jen petrella jen Scott Shelly Swift lily Wilker

preSentation buddieS
ryan dease Liz Follet lauren miller katelyn mooney victor rasgaitis

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media

bibliograpHy
marketing
mintel attitudes towards media attitudes of 18-24: towards Consumer electronics Social networking and Connectivity in the digital age internet Service providers Social network boom in june 2007 niche Social Site gain around World advertising research Center (WarC) new opportunities for old media global industry overview: internet Service oohlala- digital technology transforms outof-Home yahoo puts big bucks behind internet telephony Hoovers aol mSn yahoo! google Facebook mySpace

produCtion
http://www.dafont.com/theme. php?cat=603&page=2 www.sxc.hu

2006 College newspaper Survey http://www.y2m.com/research/files/ ReadershipSurvey06.pdf building illumination http://www.emcoutdoor.com/building_illumination. htm photobooths http://www.bmigaming.com/games-arcadephotobooth.htm Coasters http://www.westsky.com/coasters.htm table tents http://www.promotewiz.com/papertent.html Scoreboards http://www.gallup.com/poll/15421/Sports.aspx#2 product placement http://tvbythenumbers.com/ podcast http://www.businessweek.com/magazine/ content/05_46/b3959131.htm http://www.901am.com/2007/males-between-theages-of-18-24-more-likely-to-download-podcastsvia-itunes.html advertising age Search marketing Fact pack CNETNews.com Sweeping Changes for america online business Week aol: myspace invader infoWorld yahoo messenger deepens Social networking Features media literacy advertising Statistics it Facts it Facts for internet usage New York Times.com online marketers joining internet privacy efforts iprospect Social networking user behavior Study trend Catching myspace usage Statistics techCrunch Social Site rankings

ColopHon
this campaign book was created using adobe InDesign CS3, Illustrator CS3 and Photoshop CS3. All operations were performed on a Macintosh computer. the typefaces used are arial, Helvetica neue, and just Me Again Down Here. The printing was done by Ohio university printing and graphics Services in winter quarter of 2008.

pr and promotionS
www.ebay.com usb-depot.com Southeast Staging Performance Stage Co. Cospec Starsurplus.com road trip kits: http://www.bigpromotions.net/item_information. cfm?SupplierItemGUID=63DBF6DD-D4CF-4E7A8FD6-C0EC00BC5A7A&source=gbase= http://www.biblio.com/details. php?dcx=13257120&aid=frg www.itunes.com http://www.radioshack.com/product/index. jsp?productId=2268596 http://www.epromos.com/product/8817534.html http://www.gettysburgflag.com/WindowCling.php www.iamnext.com/living/roadtrip.html

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