New Media for Marketing & PR Analysis

Situation Startup Baby boomer market No budget Reach market quickly Established services and customer base  Looking to take business to the next level

Step 1 Talk to our baby boomers There are 87 million Baby Boomers (born between ) in North America (US and Canada). Over the coming years, 12,000 people a day will be turning 50

Step 2 - Analysis Probable values:  Patriotic  Family oriented  Religion and Social Relationships Probable issues:  Healthcare  Quality of life  Finding like-minded people  Grown-up families (no kids to take care of)  Making best use of their life savings  Disconnected

Cool Factor Analysis What they probably like:  Golfing  Traveling  Sports cars  Arts and Cultural Events  Quality living Probable Characteristics:  Lifelong savings that are higher than average retiring person  years old  New to technology  More time

Step 3 - Company Concept Probable values:  Patriotic  Family oriented  Religion and Social Probable issues:  Healthcare  Quality of life  Finding like-minded people  Grown-up families (no kids to take care of)  Making best use of their life savings  Disconnected What they probably like:  Golfing  Traveling  Sports cars  Arts and Cultural Events  Quality living Probable Characteristics  Lifelong savings that are higher than average retiring person  years old  New to technology  More Time  Fastest-Growing internet community Company Mission: Provide quality of life services to baby boomers.

Marketing and PR Campaign QualityLife.com

Current QualityLife Services Chat and message service for members Groups:  Creation and matching based on physical location, interests, and personal preferences  Travel services and special trips for groups with similar interests  Special wireless "family" deals for QualityLife.com members with free minutes. Regional events  concerts  sporting events  parties

Syndicated Services Health care memberships and prescription plans Real estate services  refinancing  buying a house on Mediterranean coast package

Goals Increase revenues by attracting more customers:  Create awareness in the market about the service  Product placement through syndication partners  Build the community and develop viral aspects of the service  Become #1 online service portal for Baby Boomer market.

Market analysis - Website Questionnaire:  Online questionnaire Usability of the website (36% - not great, 54% - adequate, 10% - love it) Variety of services (55% - not enough, 30% adequate, 15% impressive) Quality of services (10% - dissapointed, 20% OK, 70% excellent) Would you recommend to a friend? If no, why not (60% membership fee, 20% lack of services, 10 %Yes)

Market analysis - Street Random sample questionnaire: What are the main issues?  Finding people that are similar  Disappointed in social options and status What are your retirement desires?  Travel  Active, healthy, and fun lifestyle  Be with grandchildren Do you use internet? Would you consider using if it could help address their issues and concerns?

Brainstorming Installing keywords that generate traffic to the website from search engines Encouraging users to write blogs about services consumed, with enticing awards wireless-driven blog sweepstakes for members that volunteer to promote events and services and make non-members want to join by posting cool blogs. Awards for members who recruit most new members Seeking out locations where baby boomers meet (churches, community centers, theatre, cinema,…) and educate them about our service, with seminars, hand-outs, etc Creating partnerships with business who share the same target market and form a win-win situation (baby boomers are a large market for car buying; we will give discount certificates for $100 usable towards a special trip purchased through QualifyLife.com to every person who test drives a new vehicle at the chosen dealer) Chalk on sidewalk approach “QualityLife.com” Sticky notes approach Organizing charity events in cooperation with Breast Cancer and Heart Disease Charities to promote QualityLife.com Games to involve retirees where they can win anything from a small certificate to a free trip Podcasts Flashmobs places where boomers gather? Pitching stories with a human interest aspect to media (magazines targeting retirees, daily newspapers, TV) and get a story published Text messages with a life improving tip provided by “QualityLife.com” Spam that is not spam? Publicity stunts? Linking from all partner websites Coupons In our partner catalogs Banners on hospitals Golf tournaments Ads in relevant magazines Giveaways Celebrity appearances and endorsements Religious affiliations Pro elderly rights political protests Flying boomer promotion Beauty pageant Travel idea contest Free trips around the world School stipends for grandchildren Medals of Honor for most active users

Strategy Create the buzz through users  Relevant services  Important services  Something they would want to give to friends  Something friends would want be a part of Improve site usability

Offering strategy Discount  For friend and user (send to friend)  Group – size awards Special status (i.e. Platinum, gold) Group packages  Travel  Concert Free memberships Special interests and government lobbying (in partnership with Fleishmann Hillard group).  Healthcare  Drug Costs  Social security

Promotional Tactics Installing keywords for search engines Blogs by customers (blog sweepstakes). Awards for members who recruit most new members Seeking out locations where baby boomers meet (churches, community centers, theatre, cinema,…)  educate them about our service, with seminars, hand-outs, etc Creating partnerships with business who share the same target market and form a win-win situation (baby boomers are a large market for car buying; we will give discount certificates for $100 usable towards a special trip purchased through QualifyLife.com to every person who test drives a new vehicle at the chosen dealer) Chalk on sidewalk approach “QualityLife.com” Sticky notes approach Organizing charity events in cooperation with Breast Cancer and Heart Disease Charities to promote QualityLife.com Games to involve retirees where they can win anything from a small certificate to a free trip Podcasts Flashmobs places where boomers gather? Pitching stories with a human interest aspect to media (magazines targeting retirees, daily newspapers, TV) and get a story published Text messages with a life improving tip provided by “QualityLife.com” Publicity stunts?

Focus Viral Marketing: Invite a friend to everything Event blogging promotion Partnership with businesses that share the same target market Guerilla Marketing:  Sticky notes and chalk: Tired of waiting? Make healthcare work! QualityLife.com.  Meet Methodists from Iowa church banner and leaflets.

Thank You References:  