1. HangUps Paint Parties
COM 359 Digital Media for PR/Strat. Comm.
Digital Media Plan
Tifphanie Stafford
Alice Stinson
Drew Walker
Rebecca Weider

2. HangUps YouTube

3. HangUps Paint Parties
What is HangUps?
 A creative, interactive entertainment experience!
 A local Tallahassee business in Railroad Square
 Instructional art with friends, food and wine
What happens at a HangUps painting party?
 Step by step painting instruction by a lively local artist
 Participants produce individual works of art

4. HangUps Paint Parties Facts
 Customized parties & picture selection available
 Parties at HangUps Railroad Square studio
 Have a location? Request the mobile studio
HangUps
Mobile
Studio
www.hangUpspaintparties.com
you
(850) 413-1213

5. Campaign Objectives
Objective One
 increase brand awareness info
 increase the number of appointments booked
info
 increase the number of gift certificates sold
Objective Two
 Increase of 50 people sign up for the email
newsletter with a click through rate of 25 or
50% CTR to hangUps.com

6. Campaign Objectives
Creative Message – Call to Action
 Follow us on
 Sign up for our newsletter
 Successfully funnel our customers to
conversion

7. Competitive Analysis
Competitors
 Primary Competitors
 Paint and Sip Parties
 Painting with a Twist
 Brush & Palette
 Copy Cats
 Secondary Competitor
 Firefly Pottery

8. Competitive Analysis
Competitors Digital Media Analysis
 Painting with a Twist (Primary Competitor)
 Effective use of Website & Email
 Social Media Campaigns through Facebook
 Paid Search
 Firefly Pottery (Secondary Competitor)
 Effective use of Website & Email
 Social Media Campaigns through Facebook
 Paid Search

9. Target Audience
Women 21 to 65
Group Personas
 Primary Audience: Party Organizers
 Secondary Audience: Young Artist
 Tertiary Audience: Golden Girls

10. Target Audience
Primary Audience: Party Organizers
 Women, ages 28 to 45 years old (Gen. X & Millennials)
 Yearly income: $35,000 to $40,000.
 College educated; work for federal/state government

11. Target Audience
Secondary Audience: Young Artist ages 21 to 27
 Yearly income: $25,000 to $30,000.
 Business professionals/Recent graduates of college
 Craves adventure
 Railroad Square
Life’s
Adventure-Coaster

12. Target Audience
Tertiary Audience: Golden Girls
Women, ages 46 to 65 years old (Gen X, Baby Boomers)
 Yearly income: $40,000
 Retiring from professional career
 Involved in community groups

13. Website and Mobile Website
 www.hangUpspaintparties.com

14. Recommend Digital Media
Company Website: www.hangUpspaintparty.com
What will the website do?
 Provide potential clients with information about HangUps
 Products, services, promotions and events
 Post testimonials, consumer generated content and portfolios
 Serve as a conversion engine for info gathered via digital marketing efforts

15. Recommended Digital Media Rational
Company Website
What it does for our target audience?
Responsive Web Design (RWD)

16. Recommended Digital Media
Social Media platforms:
What it does for our target audience

17. Recommended Digital Media Rational
 Email Newsletter
 Connecting with our audience
 Assist in relationship building
 Provide content on “what’s happening”

18. Budget
16%
16.1%
0Website and Digital Monitoring
Web Design Maintenance & Add-Ons Social Media
68%$15,300
WebBandits4U
Website Launch:
12/1/2015
$65,500
$15,500
Total Budget
$96,300.00

19. December 2015 Social Media Plan
Social Media Component Hours Worked Cost per Hour
News feeds (outgoing) 1 $200.00
News feeds (incoming) 1 $200.00
Create coupons electronic 1 $300.00
E-Newsletter 1 $400.00
Advertising integration
(Google AdWords) 1 $200.00
Photo gallery: 1 $250.00
Metrics
(Google analytics, reports, etc.)
1 $200.00
Total 7 $1,750
Budget

20. Questions and Answers