Snapchat is a popular social media app among millennials and college students. The document proposes using Snapchat stories and in-story advertisements on college campuses to promote Verizon's "Life of Verizon" Snapchat account and recruit students. It outlines the basics of Snapchat, why it's an effective platform, example solutions, a budget of $44,000 with most spending on a week-long in-story ad campaign at the University of Arizona, and metrics to measure the success of increased interest in jobs.

1. Danielle Beer
Sam Gelardi
Dylan Johnson
Valerie Luera
Caitlin Telford
Verizon Case Competition

2. Top Ten Fastest Growing
Social Media Apps of 2014 and 2015
57%
50%
43% 43%
34% 34%
30% 29% 28% 28%
Why Snapchat?

3. 71%
29%
Millennials
Other
Snapchat Users

4. Provides quick and
convenient awareness
Ensures user views
and engagement
Allows sufficient room
for creativity
Operates at low cost
Benefits

5. Snapchat101:
The Basics
• Indirect
• Mass Communication
1. Snap Stories
2. Direct Snaps
• “Chit-Chat”
• Personal

6. Solutions
1
Snapchat
Stories
Verizon life
2
Campus
Story Ads
U of A

11. Verizon Life

12. Verizon Life
Special
Events
Meetings
Company
Dinners
Behind
the
Scenes

13. 7
7
of college
students use
Snapchat daily%

14. In Story Advertisements

15. AD
Duration is 10
seconds
Feedback is
immediate
Number of
campuses
increasing
In Story Ads

16. Advertising Verizon’s Snapchat
Current Social
Media Platforms
Recruiting
brochures,
business cards,
etc.

17. Advertising on Other Social Media

18. Budget
Snapchat
Story, 80%
Labor, 19%
Misc., 1% Total:
$44,000

19. Timeline
May - July 2016
• Select marketing employee
• Create Campus Story advertisement
• Advertise “Life of Verizon” account
September - December 2016 (Fall
Recruiting season)
• Launch in test market
January 2017
• Measure Success

20. Metrics
Screenshot Rate
Completion Rate
% Increase in Job Interests

21. Don’t miss out…
Get
Recruited
in a
Snap

22. Index
• Intro
• What is Snapchat
• Why Snapchat
• Snapchat’s Users
• Benefits
• Breakdown
• Solutions
• How to Use Snapchat
• Verizon Life
• In Story Advertisement
• Advertising Verizon’s
Snapchat
• Advertisement on Other
Social Media
• Budget
• Timeline
• Metrics
• Closing
• Index
• Snapchat Features
• Media Comparison
• Detailed Budget

23. Snapchat Features
• Text
• Drawing
• Emoji Stamps
• Filters
• Time
• Temperature
• Geo-filters
• Messaging
• Lenses
• Trophies
• Front Flash
• Replay
• Videos
• Fast Forward
• Rewind
• Slow Motion
• Filters

24. Media Comparison
Source: Business Insider

25. Detailed Budget
Detailed Budget ~ $44,000
1. Ad on the Campus Story ~ $35,000
• $5,000 per advertisement  launching 1 ad
per day for a week at University of Arizona
2. Labor ~ $8,360
• Paying developers to create Advertisement
• Paying marketing employee to monitor "Life
of Verizon" Snapchat account
3. Miscellaneous ~ $1,000
• Advertising Snapchat account on current Social
media
• Adding Snapchat logo to Verizon's recruiting
brochures, business cards, etc.
In
Story
Ad
80%
Labor,
19%
Misc.,
1%