Microsoft Advertising Digital Challenge 2009 Slides
1.
2. JeremyJuel CeciliaMathewson ElaMišut LyleZoumut
creative director marketing director research director managing principal
3. Landscape
3,300 American
colleges
Adoption
Population
Behavior
Early adopters Understand 11.8M
the target
market to
gain 5M new
sign-ups
Technographics Psychographics
File sharing Tech
trends: email & savvy, always
USB flash connected, &
drives highly mobile
4. Microsoft Room for
Advantage Improvement
• The Microsoft Brand • Exact formatting not
• Office is the standard retained
• Easy to use interface • No simultaneous editing
• Massive brand extension functions
to leverage • Editing limited to
software ownership
SWOT
Analysis
Opportunities Potential Threats
• First mover advantage • Email & USB flash drive
• Bridge gap between PC dependence
& Mac students • GoogleDocs
• Potential partnerships • Blackboard Academic
with universities Suite
• Technological
malfunctions
5. Engage in an interactive social marketing campaign
• Attend to target market’s preference for engaging advertisements
Design compelling creative that connects with core audience
• Inspires two way communication
• Friend to friend, face to face
Leverage resources with strategic partnerships to maximize
awareness & adoption
• Many brand extensions to leverage
Tangible results
• 5 million sign-ups from the target market
10. Viral Marketing
• “Where Have All the Flash Drives Gone?”
Campaign
• Interactive newsfeed
Social Media
• Facebook
• LinkedIn
• YouTube
Search Advertising
• Microsoft AdCenter
• Search Engine Optimization
11. Strategic Partnerships
• Microsoft Entertainment & Devices
Division
• American Association of University
Professors
Display
• Banner & Rich Media
• MSN
• ESPN
• Comedy Central
• RateMyProfessors
New Media Advertising
• Bzzagent.com
12. Flight 2: September 1 – November 30
$2,080,000
Flight 1: June 1 – July 15
$920,000
Search
48%
Search 32%
Display
41% Display 59%
Other Other 9%
11%
13. Click Through Rates
• First tracking measure
Sign-Ups
• Based on successful conversions
• Track proportionate to spend
Managing Campaign
• Negotiate to attain the best value
• Ambassadors for Microsoft
Course Correct
• Allocate to what has proven successful at given point in time
14. 5 Million Student Sign-Ups
• Generated from campaign’s successful conversions
• Generated from tracking workspaces of the professors attracted
by campaign
Usage Rate
• Increased student usage rate tracked by service support staff
• Time spent on workspace, files uploaded/viewed
Benefit from Strategic Partnerships
• Immediate action
15. Increased adoption will Post-College
allow for an effective •After college, users
Workspace use incites
new revenue stream attracted by marketing
purchase of Microsoft campaign will realize
•Demand for advertising Office benefits and use in
within Microsoft Live Office professional careers
Workspace
16. Unlimited imagination, passion, & creativity allows our advertising agency to
bring you the very best solutions.
Accountable
for your
campaign’s
success
Always have
Skilled
fun & stand
multimedia
behind what
experts
we do for you
Adopt your
Microsoft
business
adCenter
mission to
Certified
guide us
18. PRESENTATION SLIDES APPENDIX SLIDES
Understand the Target Market Target Market Population
The Current Situation Market Research Data
The Game Plan SWOT Part I
FlashDrives Promo Ad SWOT Part II
Viral Marketing Concept Budget Table Flight 1
Sharing Made Easy Promo Ad Budget Table Flight 2
Campaign Banners Usage Statistics
Promotional Channels I Keywords & Ad Copy
Promotional Channels II Perceptual Map
Campaign Budget Blog Concept
Tracking Progress
Success
The Future
The Sandbox Advantage
19. 29,435,332 – 59.7% = 11,862,439 students
http://factfinder.census.gov/servlet/STTable?_bm=y&-geo_id=01000US&-
qr_name=ACS_2007_3YR_G00_S1401&-ds_name=ACS_2007_3YR_G00_
