Pub355:

monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing
What Makes a Good 7-Sentence Plan
PUB 355: November 12, 2010
by Monique Trottier

twitter: @boxcarmarketing
Sentence 1: Purpose
Be speciﬁc, make sure to include the measurable goals
(actual numbers)
My Mini Club
The purpose of this marketing plan is for My Mini Club to reach new audiences within the
local Facebook community in the Lower Mainland, especially in Vancouver, Richmond,
and Burnaby. Through this marketing plan, we want to promote a new innovative way to
take pictures and educate the community in using ‘Fuji Instax Mini’ through new & fun
ideas. We would also like to bring the popular fun and hits from Asia to this local
community. At the end result, we would be able to draw new customers to purchase ‘My
Mini Club’ product line which will increase our sales.
Go on to detail goals and speciﬁc numbers:
Goal 1: Increase from 490 FB fans to 1,000+ by Dec 31
Goal 2: 5–10% sales increase (3+ new orders a week to reach goal)

Sentence 2: Audience
Audience groups. Persona work.
Just a lil hype — Scion
Clearly identiﬁed audience groups and provided persona for each.
1.
Persona: Recent Graduate
■
Freelance designer
■
Living with parents
■
Income of audience: $1000.00
■
Interested in leasing a vehicle.
■
Sites they visit today: www.revscene.com
■
Sites they visit today: www.importuner.com
■
Forrester ladder (Online engagement): all but inactive
■
Social Channels they use: Facebook, Twitter, Youtube
■
Why they would chose a Scion over another car: It is affordable,
monthly payments are a reasonable rate.

Just a lil hype — Scion
Clearly identiﬁed audience groups and provided persona for each.
Brief but effective persona work:
1.
Persona: Recent Graduate
■
Freelance designer
■
Living with parents
■
Income of audience: $1000.00
■
Interested in leasing a vehicle.
■
Sites they visit today: www.revscene.com
■
Sites they visit today: www.importuner.com
■
Forrester ladder (Online engagement): all but inactive
■
Social Channels they use: Facebook, Twitter, Youtube
■
Why they would chose a Scion over another car: It is affordable,
monthly payments are a reasonable rate.

My Mini Club — Detailed persona work, comprehensive
Persona 1:
Name: Stephy Chen (Female from Mainland China)
Title: Full-time Student / Part-Time Worker
Basics:
Stephy is from China, Beijing, 19 years old, attending school with a
Part Time job in a bubble tea cafe. She live in a new apartment in
Richmond while her parents remain in China. She likes to attend
various social events such as clubbing, shopping, eating out with
friends. She enjoy taking pictures of herself and Photoshopping
herself. (Editing pictures of herself to be more pretty) She spend an
average of 2-hours a day getting dressed and putting on make-up. She
dislike reading books and studying. She has a tendency to ignore poor
people and avoid complicated relationships.

My Mini Club — continued ...
Professional and personal background:
She mainly worked in labour intensive jobs that involve being a
waitress in Pubs and Bubble Tea Cafe. She does not have any serious
job the fact that she is still studying full-time in a medium standard
University such as Kwantlen or Langara. Her family is rich in China
who paid for all her school and living expenses. She always constantly
ﬁnd herself running out of money or overspend which is why she take
on a part-time job to feed her obsession of having the latest fashion
and girl gadgets such as cameras. Her leisure activity and hobbies
composed of shopping, clubbing, singing karaoke, sleeping, meeting
people, and gossiping with friends.
Quotes:
“that is so cute”
“she’s so pretty, I want to be like her”
“I must have that”

Technical Background:
She knows how to use the computer on a basic level. She would know
how to use all the standard application such as Word, Excel, and
PowerPoint. Most of the time, she would simply using the computer for
browsing the Internet and chatting online with her friends.
Stephy Uses/Enjoy the Websites:
Facebook/Facebook Games
RenRen
Sina/Baidu
Tokyo Fashion Sites
MSN and QQ (online chatting application)

Goals:
-meet a rich guy (marriage)
-be pretty and young forever
-be fashionable
-keeping a good body ﬁgure
I need/ I want:
-a rich boyfriend that buy her everything
-have the latest fashion of clothes/accessories
-have a collection of make-ups

Sentence 3: Niche
If I was a journalist writing a story about the So Nice contest, what info do you want me to
include in my article? What is the story angle?
S.P.H.E.R.E. stands for “so what”, “personality”, “ego”, “relevancy”, and “effort”.
So what?
Why do your consumers care about the brand?
What is interesting about this project?
What makes you different from your competitors.
Why do consumers pick you vs. another product/service?
Personality
What are the adjectives that describe the brand.
What are the adjectives that describe your consumers?
Do you have a spokesperson? Are there fans/advocates for your brand?
Ego
Why do your consumers want to engage with you? What’s in it for them?
Relevancy
There is a relevancy between the audiences’ motivations and the brand? The project?
Effort
Do not underestimate the amount of effort in creating an effective community. What effort do
you need to put into this campaign in order to keep people long-term?

Sentence 3: Niche
Just a lil hype
What makes us stand out?
Easy accessibility and mobility are key ingredients for justalilhype! We have the ability to
be exposed from coast to coast and throughout diverse communities in Vancouver,
Toronto and Montreal. Furthermore, all our media are all original content. We have our
own writers, videographers, photographers providing a level of high quality content. We
stand out upon the rest because we not only do we provide information about street
culture, the justalilhype! Crew is able to immerse themselves within street culture to
provide underground content.
...
Why us?
There exists nothing else in the Canadian market that delivers a more relevant and on-
point audience than us. Within the market, there are various small blogs, personal blogs,
as well as many un-coordinated online magazines. However, justalilhype stands out
amongst its competitors because of its ability to share new, hip and cutting-edge tastes
with its audience. Thus, making it a valuable player in trendsetting. By advertising with
justalilhype!, your business and purpose are exposed to a diverse yet concentrated
Canadian audience along with different viewers within the Canadian market.

Sentence 4: Competitive Advantage
Who are the competitors? What strategy/tools do they employ? What makes you
better?
So Nice – Mishka’s group
1. Natura www.naturaworld.com
Background:
Nutrisoya was founded in 1992 and commenced operations as a manufacturer of pasteurized
tofu at the beginning. In 2002, Nutrisoya sold its tofu division to concentrate on the
development of innovative, non dairy alternative beverages in order to face with the growing
demand for its soy beverages. Promoted as an organic and gluten-free rice beverage,
Nutrisoya’s refrigerated soy beverages were successfully introduced to supermarkets,
independent grocers and health food stores throughout Canada ....
Goals and Promotions:
The goal of Nutrisoya is to provide the healthy, nutritious, non-dairy organic foods and
beverages to people with high quality and great-tasting. Nurtisoya emphasized its promotions
on:
• Certiﬁed organic foods
• Grown in a healthy environment
• Produced with healthy farming and production practices
• Resulting from health conscious scientiﬁc research
• With healthy employee and customer relations
Natura hasn’t adopted any social networking media as its online communication channel. This
may created a close brand image to its audience.

Sentence 5: Business Identity
Bookshelf — the online book discovery and discussion platform that stimulates
awareness and demand for Canadian books
As an open brand, Canadian Bookshelf recognizes that people take comfort in the notion
of book and book-reading, and strives to convey the same feeling through the website,
while maintaining a sense of professionalism.
As an online platform that values the participation of users from all educational
background, the site recognizes the importance of conveying simplicity, user-friendliness,
comfort and warmth.
As well, their business identity establishes the following:
• Professionalism; The site has a clean, polished look that evokes the idea that the site
owners are taking themselves seriously, that they are putting a considerable amount of
time and effort into site maintenance, and that authors can expect the very best service
when using this site
• Authority; Even though the site is fairly new, the layout of the site mimics other websites
that have been around longer, thus creating an impression of establishment
• Reliability, Trustworthiness, Acceptance; these ideas are conveyed through the site’s
professional layout, which entices the audience to trust this site as the premier location for
discovering Canadian books.

Sentence 6: Strategy & Tools
Be speciﬁc, provide details on the execution. Not the theory only.
So Nice Amy’s group
Give a gift basket/care package with some So Nice soy products, recipes, other goodies,
aimed at nutritional beneﬁts for kids. Provide a card advertising the contest and ask for
ideas. For example, “how would you spend $5000 towards a better organic world for your
children’s future?”
Examples:
• Bridget Burns, Jen Hanover, Jessica Grajczyk
http://twitter.com/theveganproject
1823 followers on Twitter
http://www.facebook.com/pages/The-Vegan-Project/118932808127245
465 people like theirFacebook page
• VeganDad
http://vegandad.blogspot.com/
lives in Ontario, already blogs about soy products, drinks soy milk regularly

has a following of 2235 followers

potential outreaching to males and dads who are concerned about family’s health
• Vive le Vegan
http://vivelevegan.blogspot.com/

local vegan blogger, has 881 followers

endorses some health contests

Sentence 7: Budget / KPI
Money, hours, key performance indicators (directly related to goals)
How much time does the client currently spend on marketing tasks?
●
Assuming we have $10,000 for promoting this contest.
○
$1000 for the gift baskets/care packages to send to bloggers and community
groups
○
$1000 for the Facebook ads
○
$2000 for Newspaper ads such as Metro and 24 (we need to check how much it
cost)
○
$200 for Posters
○
$800 to improve the Facebook interface and maintenance/updates
How much time do we expect them to devote speciﬁcally to social media?
As a rule of thumb, estimate 2 hours per channel per week.
●
Contacting traditional media outlets (e.g. newspapers, television, telephone and
radio) and emailing/talking to reporters and bloggers.
○
Estimate: 1.5 hours
●
Facebook page
○
Updating information about contest
○
Generating discussion on veganism, sustainability, enviromental issues, home-
grown products
○
Updating status and commenting on fans’ comments
○
Finding relevant Facebook groups and linking or “liking” them
○
Estimate: 3 hours

Sentence 7: Budget / KPI
●
Twitter
○
Reach out to inﬂuential bloggers that are also on twitter (i.e. follow them on
Twitter, reply to interesting tweets, etc.)
○
“re-tweeting their tweets”, and sending them tweets.
○
Updating information about the contest, products, and company.
○
Tweet interesting facts/information on relevant topics or current issues in the
organic/sustainable world
○
Estimate: 2.5 hours weekly, half hour daily
●
Create a Media Page for So Nice, which will be linked to/from the Facebook fan
page.
○
Updating photos/videos of the company’s local community work
○
Updates on products and company (allow comments)
○
Related blog posts concerning organic foods, sustainability
○
RSS Feeds
○
General maintenance
○
Estimate: 2 hours
Weekly Total: Approximately 9 hours weekly

• Match this to your goals. Goal > Action > Measurement
Sentence 7: KPI

You should follow me on twitter @boxcarmarketing
Happy Weekend

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