My Word of Mouth Campaign for my Marketing class (foundation course for my MBA).

1. BOOST Your Career! Now is the time to get your MBA

2. The Target Women aged 25-29 Experiencing “Quarter-life Crisis” (time of transition) Looking to advance careers Post-marriage, pre-children Living in PA/NJ Far enough that they could take online courses; close enough that they could visit campus if wanted

3. The Prize $20,000 toward DeSales MBA*Yes, very steep, but…EXCITING = important to viral WOM campaigns *Current students prohibited from entering

4. Spreading the Message Energy Drinks! Sends a clear message: Boost Invigorate Jump-start Accomplish Be successful The Campaign: BOOST Your Career Mailed to target market via purchased list Can be as targeted as we want (though price will increase with more details), but has better return

5. The Goal Make potential MBA students aware that a program exists at DeSales and NOW is the time to start Grab attention with unique product: Can labeled with BOOST Your Career and: CTAto visit PURL on website: www.boostyourcareer.com/JennDiMaria

6. Our Sneezers Target visits PURL Page includes form with target’s information already completed (thanks to our purchased list) Target completes section entitled “Why would getting your MBA benefit your career?” Target hits submit Target is redirected to landing page entitled “Tell Your Friends” Landing page instructs them to tell their friends about the BOOST Your Career campaign Collects friends’ first and last names and email addresses

7. Our Connectors Referred friends receive email: Your friend, Jenn DiMaria, thought you might be interested in receiving $20,000 toward your MBA! Simply visit www.boostyourcareer.com/refer to tell us why an MBA would BOOST your career! Friend visits landing page and submits form Friend is taken to “Tell Your Friends” page

8. Other Benefits Those who don’t win the grand prize remain in targeted email list We can follow up with them in the future (can only be done with successful email and collateral campaigns!) Those people have also made others aware of the MBA program by referring their friends We have organically built a list of NEW DeSales contacts! (This is our measurement of success)

9. The Costs  GRAND TOTAL = ~$28,410