5. Company Analysis
Historically, AIM has been synonymous with instant messaging. in the U.S. to include localized versions of the AOL.com portal
What began as a simple chat client has grown in to the leading and other AOL services as default programs on their computer
instant messaging application in the United States. It is time for products. These products will be shipped in the U.S. as well as
AIM to integrate basic client-based messaging with web-based more than two-dozen countries.
social networking communities for the most complete, online
socialization experience. Additionally, AOL offers advertisers access to the broadest
displayed advertising network in the U.S. Through AIM and
As a part of AOL's mission, quot;To Serve the World's Largest and other advanced AOL features, corporate clients are also
Most Engaged Community,quot; AIM needs to gain global appeal benefiting from our services by having access to one of the
and decrease perceived association with a struggling AOL. largest online networks internationally. It is our goal to
AOL's client-based audience is steadily decreasing despite enhance the perception of AIM worldwide and to increase
offering free software. As part of an international growth plan, global market share not only of instant messaging, but social
AOL has extended their network to 38 countries. In addition, networking as a whole through innovation, distribution and
AOL has teamed up with Hewlett-Packard, a leading PC maker integration with mobile experiences.
7. S.W.O.T. Analysis
Strengths Weaknesses
First company to mainstream instant messaging Unable to interact with other social networks
Strong brand recognition Increasingly competitive market
Number 1 messenger in the United States Advertisement heavy
Mobile Accessibility No longer viewed as progressive company
Offers video and voice communication Loss of captivated market from the ‘90s
Personalized, updatable features
Progressive social media
Supports encrypted communication
Opportunities Threats
Increase mobile compatibility and functionality Email chat applications offered by web-based
Potential partnerships with online social and gaming networks email clients
Guerilla marketing strategies available to reach target market Other companies with equal or greater brand
Current position complements other growing social media networks
8. Situation Analysis
Current Users
AOL messaging networks (AIM, ICQ) host 1.8 billion instant messages daily
Approximately 22 million users each month
Relatively equal between males and females
3 of 4 AIM users are online (signed in) everyday
Geographics
More student users than any other occupation 70 percent of users reside in the United States
Gaining popularity in the UK, France, Germany, India, and China
Widely used on and around college campuses and within
Psychographics workplaces.
Tech savvy and familiar with the internet
More likely to shop online than non-users
Mobile users subscribe to more cell phone Competition
features (Texting, Web Access, etc) Mail Programs with Chat Features. Such as: Gmail and Yahoo
MySpace and FaceBook offers Chat Features
9. Primary Research:
Two written surveys
Total of 340 people
Narrowed the target market
Determined where to reach them
Established the need for product enhancement
10. Results:
Prefered Communication Why?
With text messaging, you do not have to be
logged on to a server
More friends have cell phones than AIM
28 percent of respondents would use AIM to
save money on a cell phone bill
11. Target Market:
Males and Females 18-24 years old
Surveys and secondary research identified convenience as the reason for our audiences preferred method of social interaction.
With this data, we have segmented our audience in to three sub-groups. The first group is known as Thumbers. This group uses
text messaging as their preferred method of social communication. The second group is known as Mailers. They prefer e-mailing
to other methods of communication. The final group is known asFacers and Spacers. These people use Facebook and MySpace
as their number one method of social communication.
In order for AIM to become the new preferred method of communication among these groups, AIM must make changes to add
value, thus fulfilling their needs of convenience as well as their needs of wanting things now.
12. Adding Value
with product enhancement
Since the main reason for using social media, e-mail and text is convenience, AIM will take advantage of the opportunity to add
value by becoming a gateway to the social lives of Thumbers, Mailers, Facers/Spacers and AIMers. This can be accomplished with
the development of the AIM revo. This product will be a new version of the current toolbar application that will sit directly on the
desktop. This will allow users to check their social media networks, text, e-mail, AIM and surfing the Internet in just one click.
13.
14. Media Overview
The objective will be accomplished through a communication plan that uses guerrilla marketing tactics, engaging college
students to not only use the product but also taking an active role in launching the campaign.
AOL already possesses a strong brand recognition among users and non-users, but the target market feels that AOL and their
AIM products have become out dated. This campaign will increase user ship and create an excitement among the target
audience. This will be accomplished through the launch of the AIM revo toolbar with a communications plan setting AIM apart
from all other social communication programs.
The following pages will outline the advertising campaign and the use of traditional and non-traditional media including
television, college tour, newspapers, web banners and a sweepstakes giveaway.
15. Ground Force
The College Ground Force portion of the campaign will be executed by students called AIMers. These
AIMers will be made up of college students from each of the chosen universities who are involved with
their school's advertising and public relations department. AIMers will be in charge of the on-campus
awareness among the student body throughout the college tour. They will also assist the AOL College
Tour by volunteering their time at the RV tailgate and the placement of our static clings throughout the
campus as well as off-campus hot spots.
College Newspaper Ad
asion
AIM Static Cling Inv AOL Costu
me
AIM er Uniform
16. College Tour
Headlining our AOL College Tour 2009 will be the AIM revo RV. The RV will feature
computers, flat screen televisions and refreshments for the students to enjoy.
AIM revo RV!
The on-board computers will contain the all-new AIM revo toolbar allowing students to experience
the newest way to use the Internet. In order for students to enjoy the
refreshments, they must log onto their AIM account and
instant message their orders to the cooks. Once their order has
been completed, the student will receive a commemorative
koozie containing a link to download the new toolbar as
well as a coupon code allowing one free downloadable
song from iTunes.
Phase II of the College Tour will center around college basketball.
During this phase, along with receiving a commemorative koozie at
the RV, each of those students will be entered in the AIM revo
sweepstakes for a chance to win a tricked-out 90s throwback car. The car
symbolizes the renovation of something older and turning it in to something
new and improved just like the AIM revo toolbar. Car Sweepstakes
h itunes
Koozie witd code
downloa
17. College Tour
51 Colleges, 1,595,651 Students
1. Texas (Austin) 21. West Virginia
2. Alabama (Tuscaloosa) 22. Boise State
3. Penn State 23. Ohio State
4. Oklahoma 24. Arizona State
5. USC (LA) 25. Michigan State
6. Georgia (Athens) 26. University of Minnesota
7. Texas Tech 27. University of Miami
8. UF (Gainesville) 28. University of Washington
9. Oklahoma State 29. UCLA
10. Utah 30. University of Oregon
11. University of Nebraska 31. Duke (NC)
12. University of Colorado 32. University of North Carolina
13. LSU at Baton Rouge 33. Missouri
14. Virginia Tech 34. Kansas
15. University of Maryland 35. Texas A&M
16. Boston College 36. Georgetown (DC)
17. University of Tennessee 37. Clemson (SC)
18. University of Illinois 39. University of California
19. Purdue 41. College of Southern Nevada
20. University Of Wisconsin 42. Boston University
41. College of Southern Nevada
42. Boston University
44. George Washington University
45. University of South Florida
46. University of Nevada-Las Vegas
47. Florida International University
48. University of Pittsburgh
49. Walden University
50. University of New Mexico
51. University of Kentucky
21. Budget: College Tour
$10,237,604 Costumes
$ 15,000
STakes
Car Swee0p,000
$ 10
p orship
wn Line S0 ons
AIMer S25 ts
hir First-Do $1,500,00
$ 3,8 Static C,0ng0s
li
$ 1,995 0
unes code
ozie with6it,779
Ko
$2,3 3
0,000 p r Ads
ege Newsp0a0 e
revo RVs$$420 0,000 Coll 60,0
AIM rty ,00 $
Block Pa
22.
23. Target-Market Focused
Research shows that through advertising, our audiences Since AOL already possesses a strong brand recognition, our
frame of mind can be defined by what we like to call the campaign will focus on increasing user ship among the target
'iPod effect.' According to consumer reports, the iPod nano market. This will be accomplished through a creative
is the overall best rated MP3 player, but our audience of campaign that speaks to our target audience. The creative
18-24 year olds are not interested in a list of bulleted features will show that the new AIM revo will add value to the users
to persuade their purchasing decisions. They seek the online social experience.
recommendations of friends and base their decisions on
referrals rather than following industry trends.
29. Objective Accomplished
According to research, AIM has 22 million users on a monthly. In order to achieve the caimpaign objective of
increases AIM usership by 15 percent, this caimpaign needs to increase AIM usership by 3.3 million.
Ogled’s Simply Social Caimpaign is projected to reach 44 million users in the target market of 18-24 year olds. With
a 6 percent Return on Investment (ROI), AIM user ship will be increased by 6.6 million. This not only met the
objective, but surpassed it.
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