1. Young Lions 2012 MEDIA Competition Leo Grübl & Sophie Leitner You better ask us 1st Leo Grübl & Sophie Leitner District No. 24: GUIDEN

2. Viral strategy by putting focus on FOUNDING a new district in VIENNA Result: Earned Media “Talk of the town” In form of questions (Possible? Where? Do we need it?) With widely discussion in media (Newspapers, TV, Radio, …) And in social environments (regular’s table, in social media profiles, …) Microsite & FB Fanpage SEA Young Lions 2012 MEDIA Competition Leo Grübl & Sophie Leitner Viennese district no. 24: Guiden Social Seeding Producing viral videos Using existing fanpages to spread our message Using Twitter to activate journalists Google Adwords

3. How can we use the attention and curiosity of the Viennese people? Implementing our core message after Vienna got effected by the viral and resolving the Viennese district no. 24: Guiden Result: People ask us 1st Showing up that you should have better come directly to us with your questions. Because when it comes to founding, the “WKW Gründungs Guide” knows every answer. Reposition WKW as the first person in charge Young Lions 2012 MEDIA Competition Leo Grübl & Sophie Leitner Guiden  Founding  WKW Changing FB Fanpage into WKW Gründungs-Guide Microsite turns into “Gründungs-Guide” Website Citylights & Infoscreens Mobile Advertising Online Display SEA Reactivating WOM in media and social environment

4. Upcoming entrepreneurs being present at any relevant fair to get Mailings to build up a network Young Lions 2012 MEDIA Competition Leo Grübl & Sophie Leitner WKW  Gründungs-Guide  Personal Partner PERSONALINDIVIDUAL contact to entrepreneurs Opinion Leader (Banks, Tax-Advisers, Training Courses, Embassies) Result: Personal, individual relationship from beginning to end+ Being top-of-mind as a personal mentor when it comes to found a start-up

5. Intense the personal relationship and implement a personal platform Result: Improving communication Platform which is available for entrepreneurs and their personal consultant to communicate more efficiently with eachother. Supporting self-reliance by implementing a community function to get in contact with other entrepreneurs Authentic platform both – entrepreneur and guide – can use on their local pc, mobile or tablet to be in contact in every possible situation Young Lions 2012 MEDIA Competition Leo Grübl & Sophie Leitner Personal Partner  App  Intense Relation ProblemSolution

6. Young Lions 2012 MEDIA Competition Leo Grübl & Sophie Leitner  Summary PAID EARNED OWNED Social Seeding SEA FB Fanpage Microsite/ Home- page App Fair Talking About WOM App- Comm./ FB Citylight / Info- screens BudgetActivityTimingCosts 10%Viral Social Seeding1+ week€ 25.000 40%SEA Google Adwords8 month€ 100.000 26%Citylights + Infoscreen1 month€ 66.000 18%Online Display1 month€ 45.000 2%Mobile Advertising1 month€ 5.000 4%Mailing1 month€ 9.000 Online Display Mobile Mailings Sponsored Stories FB