1. Zoom Zoom College Campaign
By Tamara Todor-Nits

2. Campaign audience
• Primary:
College students
(undergraduate
and
postgraduate)
• Secondary:
Recent
alumni, young
professionals

3. The “big idea”
- 50 states = 50
largest US
universities
- Events promoted
by digital strategy
- One year campaign

4. Campaign goals
• Increase awareness
• Create brand ambassadors
• New, youth-friendly brand image

5. Brand Image
• Best friend
• Fun
• Economic
• Reliable

6. Digital Media Tools
• Social media
• Other forms of digital media

7. Social Media Details
• Content
• Frequency
• Tone

8. Social Media Response Plan
Professional response
Research the truth
Apologize if necessary

9. Digital Media Budget
$250,000
$200,000
$150,000
$100,000
$50,000
$-
Social Media Mobile App AdWords Cost Contingency
employees development
Total budget: $500,000

10. Measuring success
• Twitter: 300,000
followers, 500 RTs/week
• Facebook: 300,000
likes, 250 likes on average
posts
• YouTube: 10,000-15,000
views/video
• Blog: 100-150 likes per post