Valassis social marketing analysis

Social Marketing
Strategy
Team Members:
Yunqi (Angela) Zhang, Xintong (Joy) Zhou, Alaina
McEachin, Elaine Liu, Jianling Xu

Team Members
Jianling Xu
Jianling’s passion lies in
digital, and interactive
marketing, and their
integration into the
data-driven
marketplace.
Angela Zhang
Angela is passionate
about digital and social
marketing, and aims to
become a strategic-
minded marketing
explorer with digital
branding insights.
Joy Zhou
Joy is interested in
digital marketing and
marketing analytics,
and aims to become a
marketer who works on
building data-driven
strategies.
Alaina McEachin
Alaina is extremely
passionate about brand
strategy and using
complex data to
develop key insights to
help brands move
forward.
Elaine Liu
Elaine is a doer who
leverages both left and
right brain to form
thoughtful insights.

Mission Statement
Our social marketing strategy plan is aimed at helping increase Valassis’s social
awareness and brand authority among target markets, in order to expand the
market size and earn more profit in the target markets.

Agenda
➢Target Markets
➢Social Listening
➢Empowering Concept
➢Total Community Concept
➢Information Exchange
➢Go Viral Marketing Plan
➢Financial Metrics
➢Appendix
Social IMC Marketing
Strategy

Social IMC Marketing Strategy
Striving to develop a
deep, holistic,
database-driven
relationship with a
targeted high-level
market
Focusing on maximizing the
market share, and achieve the
mission, and sell services by
helping each individual achieve
their community goals
Taking a relationship to
the ultimate level by
using empowerment as
the base for its
marketing strategy

Target Markets
Definition & Introduction

Target Markets
Trigger Event Market Passion Market
❖ Business changes and new technologies move
business professionals to seek out advice on
social media
❖ Members seek out experts as well as contents,
information, and guidance to educate them
❖ Goal: help them move from where they are
today to the destination they want to reach
❖ Permanent sites with temporary members
❖ Permanent members who are passionate to
engage in peer-to-peer relationships about
things important to them
❖ The members are always seeking the new and
the current information and contents
❖ Need to continually create new events and add
new information to keep the passionate
members engaged

Trigger Event Market (In Appendix)
❏ American Clothing Retailer CMOs
❏ Trigger Event: Physical stores closing
generally and quickly nationwide
❏ Problem: How to survive in the digital world,
and utilize digitalization to win more
consumers?
❏ Opportunity: Expertise webinar powered by
Valassis

Passion Market (We will choose this
to present)
❏ American Car Dealership Managers
❏ Passion: Continuous passion towards the
market and the serving brand, like an
integrated way to do marketing both online
and offline
❏ Opportunity: Active forum powered by
Valassis

Passion Market: Market Size
Market Size:
87,678
Source: InfoUSA
 Dealership managers that want to
embrace the new era of marketing, and
increase their sales
 Both used-car dealerships and new-car
dealerships
 Nation wide

Social Listening
Keywords & Trend Analysis

Keywords Analysis
● Based on our research on social monitoring websites, we found the hot
topics in the industry includes: Digital Marketing, Service, and Sales
Source: Hashtagify.com Radian6

Topic Trend Analysis
● Topics on services, online, and sales are all
continuously discussed on social media in
the first quarter 2017.
● In terms of digital, the industry is constantly
talking about digital marketing and sales.
● The hottest topics around digital marketing:
How to combine the strength of digital
marketing to the local level to help increase
the sales of car dealerships based on their
location.
Source: Radian6

Influential Community
● National Automobile Dealers Association
(NADA): New car and truck dealership---Peer-
to-peer engagement community offering
guidance, education, and rich industry data
analysis
● National Independent Automobile Dealers
Association (NIADA): Used car dealership---
Peer-to-peer engagement community, over
20,000 professional auto dealers in this
communities, ¼ of our target market

Empowering
Concept
Mission & Experience

Target & Their Mission
Target
Mission
● Local Dealership Managers
● Passionate about the development of the industry
● Sales and Services improvement
● Increase revenue
● Drive customer loyalty
● Digital platform development

Empowering Concept
Idea..?
● Online community for car dealership managers
● Provide educational programs relevant to the industry
(according to our findings) designed for them to achieve
their mission and goals.
● Education programs on certain topics: Sales and
services, customer loyalty, revenue growth,
digital integration

Total Community
Concept
Site Components & Gamification

Site Components
The site will be open to local Dealership Managers and Dealership
Marketing/Communication Managers
Partnership with
Udemy
Video Taped Marketing
Expert Videos
Discussion
Forum
Expert Profiles

Site community components
Community Main
Page
Features: Forum Page, Events Main
Page, Member Page/Profile, Photos,
Video Center
Expert Talks Video &
Audio
Possible Topics: Making the
Most out of Display, SEO v.
SEM, The Power of Direct
Mail
Member Forum
Possible Forum Pages:
What Worked for You,
Social Media, Banners
and Display

Gamification
Point
System
Daily Check-In
+5 points
Read an
Article
+10 points
Watch Udemy video
+20 points
Start Forum
Topic
+30 points
Level-Up Rewards
System
Contributor Exposure
20 points
Early Access to
Videos
40 points
Expert
Q&A
100 points
Platinum
Master
Silver Level
Gold Level

Information
Exchange
Registration Page

E-mail: *
Password: *
First name: *
Last name: *
Company:*
City:*
State:*
Where do you best fit in the auto industry?*
Dealer Vendor Manufacturer other
What’s important to you? *
General Mgt Finance & Insurance Fixed ops
Digital/Social mkt Customer service
How do you want to hear from us? E-mail Call Text
Would you want to receive e-newsletter from us?
The Registration Page:
Description of site
This registration page will lead
them to our Udemy link.
Power by:
Home
Membership
Education
Calendar
Journal
Video
Forum
About us

Go Viral Marketing
Plan
How to Ramp the Buzz

IMC and Social Components
Buzz of the Pre
Auto Show Launch
Event

Pre Auto Show Launch Event
Held before an auto show (e.g.
Chicago Auto Show, which is
held in February)
Open to all passionate
dealership managers
Invite an expert on social
marketing to give a speech
related to auto development
Launch the community
website for dealership
managers powered by
Valassis, which Include
the registration process

Go Viral Marketing Plan
Long-tailed Media: requires several months of lead time
Medium-tailed Media
- Banner ads on dealership
websites
- Facebook ads
- Community site articles
(National Automobile
Dealers Association,
National Independent
Automobile Dealers
Association)
- Emails (buy email lists from
infoUSA)
- SEO optimization

Medium-tailed Media: weekly/biweekly
Medium-tailed Media
websites
- Facebook ads
Automobile Dealers
Association)
infoUSA)
- SEO optimization

Short-tailed Media: daily/multiple daily
Medium-tailed Media
websites
- Facebook ads
Automobile Dealers
Association)
infoUSA)
- SEO optimization

Go Viral Marketing Plan Budget
Print Ads (Dealer Magazine) $100,000
Banner Ads ($60/CPM, 90K
Impressions)
$10,000
Acquisition E-mail $4,000
Influencers Invitation (3 People) $3,000
SEO $3,000
Twitter $2,000
Subtotal $122,000
Banner Ads ($60/CPM, 90K Impressions) $20,000
SEO $10,000
Twitter $2,000
Subtotal $200,000
Pilot (3
months)
One Year

Financial Metrics
Budget & ROI

Budget
P
$ Pilot Budget (First 3 months)
Technology Budget Subtotal $38,750
Staffing Budget Subtotal $19,950
Empowering Concept Budget Subtotal $80,000
Go Viral Marketing Plan Budget Subtotal $122,000
Total Budget $260,700
Annual Budget
Total Budget $512,500

Neutral Estimation Optimistic Estimation Pessimistic Estimation
Total Market 87,678 ($1.3 billion) 87,678 ($1.3 billion) 87,678 ($1.3 billion)
Social Market 85,924 (98%) 85,924 (98%) 85,924 (98%)
Landing Page 2,578 (3%) 3,437 (4%) 1,718 (2%)
Registration 2,062 (80%) 3,093 (90%) 1,289 (75%)
Site Visitors 1,753 (85%) 2,784 (90%) 1,031 (80%)
Webinars(Education) 1,402 (80%) 2,366 (85%) 722 (70%)
Annual First
Purchasers
98 (7%) 237 (10%) 36 (5%)
Sales funnel

Breakeven Analysis
Breakeven point: 34 customers ($512,500/$15,040)
Breakeven month: 5 months

Financial KPIs
Scenarios Total Budget
Total Number of
Purchasers
Total Revenue
by Scenario
MROI
Month to
PayBack
Neutral $512,500 98 $1,473,920 287.59% 5 months
Optimistic $512,500 237 $3,564,480 699.51% 2 months
Pessimistic $512,500 36 $541,440 105.65% 12 months

Thank You!
Any Questions?
Angela Zhang | Joy Zhou | Elaine Liu | Alaina McEachin | Jianling Xu

Appendix
Trigger Event Market:
American Clothing Retailer CMOs

Key Topics - Word Cloud
On Radian6, the key topics of “clothing”
are closing, brick-and-mortar, online,
sales, website.
When searching “retail” on Hashtagify, “e-
commerce” is one of the major hashtags.
This implies the surge of online shopping,
and the future of physical store.

Sentiment Analysis
The overall sentiment of
clothing is neutral. Neither
negative nor positive sentiment
is apparent.

Trend Analysis by keywords
On April 17th, Rue21, a
woman Apparel retailer,
claimed to close ⅓ of its
physical stores in the U.S.
This triggered a large volume
of discussion.

Ah-Ha Item (Communities)
- American Apparel & Footwear Association (AAFA) Media Room: https://www.wewear.org/
In the AAFA Media Room, there are timely news releases, letters and comments to the government,
congressional testimony, speeches, and blog posts. This is a virtual community site for clothing industry.
- Fashion Blog by Apparel Search: http://www.blog.apparelsearch.com
There are fashion blogs, apparel industry introduction, fashion news, celebrity blogs, etc. on Fashion Blog
by Apparel Search. It is a combination of “thought leaders” and “virtual communities”.

Key Findings
We found “closing physical stores” is a big trigger event for almost all apparel chain brands in the United
States. Rue 21 is just a great example, which recently closed ⅓ physics stores and transferred to online
market. This triggered hot online discussions. Urban Outfitters, Abercrombie & Fitch, etc. - many apparel
brands are encountering the same issue.
Valassis could utilize this trigger event in the clothing retailer market by offering expertise digital/mobile
advertising and email marketing services to these brands. It can hold “going online” webinars for the
apparel community to gain their trust and appreciation, increasing Valassis’s awareness.

Mission
Target: American Fashion Retailers’ CMOs.
CMO’s Mission: To create an exceptional marketing strategy that helps my
company thrive in the current tough retail climate, and therefore set myself up for
career advancement (CMO->CEO).

What Are They Trying To Accomplish
-To get more people to return to shopping in brick-and-mortar stores, and to offset
the loss from brick-and-mortar stores with an increase in online sales.

Empower
-CMO has many concerns of the marketing area. In this timing, clothing retailers
really want to do well in omnichannel. So our valassis will try to give them some
high quality webinars to help those CMOs to figure out those problems. In
addition, to increase the awareness of valassis among those Clothing CMOs.
We are amazing at activating consumers, and all about driving the consumer to
action (intelligent media delivery). Plan. Buy. Shop. Share
-Valassis does it all--we add value by being able to integrate print and digital and
being able to deliver the content on both channels to the very same consumer
(point of difference from our competitors).

Empowering Experience
-Create exclusive monthly live webinars for CMOs and CEOs of fashion retailers that they
must login and register for. Each webinar will provide insights on topics keeping CMOs up at
night such as: omnichannel strategy, automation, AI, outsourcing manufacturing etc.
-Speakers will include high-power and hard to get to industry professionals such as Seth
Godin.
-Create benefits such as: influencers who get the greatest number of CMOs to register get to
ask a question first with the expert during the live webinar.
-Publish some key moments as online videos in hopes of gaining earned media from top
industry related websites, blogs, and influencers.

Site Components: Trigger Event
Market- Journal articles (leading edge contents)
- Reports and Ebooks on industry trends
- Live videos on updated industry issues with a comments section. Experts
would be invited to give lectures and CMOs could comment on the video or
answer live questions
- webinars/offline meetings, which would invite professors, famous CMOs,
and consultants to give lectures
- Event calendar
- Influencers’ recommendation

The Gamification Elements: Trigger
Event MarketAmerican Fashion Retailers’ CMOs
- Influencers who bring more traffic to our site can get the access to
asking more questions during our meetings.
- CMOs who participate more can gain more access of valuable
content and meetings on our platform.
- Status: CMOs can have a human-figure in our platform; every time
they participate in our events, and they will promote to higher level.
Finally become the CEO or Owner of the company.

E-mail: *
Password: *
First name: *
Last name: *
Company:*
Job Title:*
Annual Revenue:*
Employee Range:*
State:*
City:*
What are you interested in?*
Customer experience Data analytics Ecommerce
Marketing Styling Information Technology
The Registration Page: Trigger Event Market (Clothing
CMO)
Power by:
Home
Membership
Events
Journal
Video
Forum
Our Partners
About us

Trigger Event Market Launch Event
- High level speaker and networking event (invite only)
- Event Description: The launch event will invite selected CMOs in the retail industry to attend. The
speakers would be very authoritative experts on the topic those CMOs are interested in, and there
would be a networking party for CMOs to connect to each other. The topics will include: For
traditional clothing retailers, how to survive in the digital era, and how to take advantage of big data.
- Co-creation: requires that you invest time and resources up front to collaborate with key, high-value
participants; together you test, shape, and vet the topic agenda, content focus, speakers, and
experts. Their advice will help you uncover the most timely and critical issues, and even develop a
shared sense of ownership of the event. Co-creation also uncovers useful feedback to help shape
the speakers’ presentations for maximum value. And participants who contribute to the program tend
to promote and advocate for the event to their peers and colleagues, enhancing its appeal.

Trigger Event Market Go Viral Plan
Long-tailed Media:
- Print magazine ads
(Bloomberg, WSJ, NY Times,
Ad Age)
- Build connections with
influential bloggers
Medium-tailed Media:
- Banner ads on marketing
websites/blogs (Business Insider,
The Knowledge Bank, Hubspot
Blog, etc.)
- E-magazines & E-journals (Ask
editors or commentators to write
about the coming event)
- Emails
- LinkedIn ads (LinkedIn marketing
blog, distribute information on our
event; Display ads, Sponsored
InMail)
- LinkedIn Group (Chief Marketing
Officer Network)
- SEO of keywords of the event
Short-tailed Media:
- Influential bloggers
(ask influentials to write
posts)
- Twitter (create
hashtags, notify
influencers and ask
them to retweet)
- Facebook

Budget-Trigger Event Market
BUDGET ALLOCATION – PILOT (3 MONTHS)
Empowering Concept Cost
Live webinar / Speaker Fees (every 2
months)
$15,000
Refreshments and Misc Expenses $1,000
Travel and lodging $10,000
Subtotal $26,000
Personnel Cost
Marketing Manager & Support $15,000
Tech Manager & Support $10,000
Subtotal $25,000
Technology Cost
Community Website $15,000
Database/Infrastructure $15,000
Subtotal $30,000
Go Viral Marketing Program Cost
Print Magazine Ads $100,000
Digital Banner Ads $5,000
E-magazines & E-Journals $6,000
Emails $4,000
Influential Development $0
Linkedin Ads $6,000
Twitter $3,000
Subtotal $124,000
Total Budget: $205,000

Budget-Trigger Event Market
BUDGET ALLOCATION – ONE YEAR
Empowering Concept Cost
Monthly live webinar / Speaker Fees (every
2 months)
$100,000
Refreshments and Misc Expenses $4,000
Travel and lodging $40,000
Subtotal $144,000
Personnel Cost
Marketing Manager & Support $60,000
Tech Manager & Support $40,000
Subtotal $100,000
Technology Cost
Community Website $15,000
Database/Infrastructure $15,000
Subtotal $30,000
Go Viral Marketing Program Cost
Print Magazine Ads $200,000
Digital Banner Ads $10,000
E-magazines & E-Journals $12,000
Emails $16,000
Influential Development $0
Linkedin Ads $6,000
Twitter $3,000
Subtotal $247,000
Breakeven: 35 customers ($521,000/$15,040)

Performance Funnel with KPIs-Trigger
Event Market
Neutral Estimation Optimistic Estimation Pessimistic Estimation
Total Market 176,269 ($2.65 billion) 176,269 ($2.65 billion) 3433 ($2.65 billion)
Social Market 172,743 (98%) 172,743 (98%) 172,743 (98%)
Landing Page 3,455 (2%) 5,182 (3%) 2591 (1.5%)
Registration 2,764 (80%) 4,664 (90%) 1943 (75%)
Site Visitors 2,349 (85%) 4,198 (90%) 1555 (80%)
Webinars 1,997 (85%) 3,778 (90%) 1244 (80%)
First Purchase 100 (5%) ($1,504,000) 264 (7%) ($3,970,560) 37 (3%) ($556,480)
Estimated ROMI 288.68% 762.1% 106.8%
Breakeven Month 5 months 2 months 12 months
We estimate that the Social IMC Plan for clothing CMOs will bring Valassis 100 new customers and
an incremental revenue of $1.5 million if each new customer spends $15,040.

Financial KPIs
Scenarios
Average
revenue for
new client
First
Purchase
Value
MROI
Total
Budget
Break Even
Break Even
Month
Neutral $15040
100
($1,504,000)
288.68% $521,000 35 5 months
Optimistic $15040
264
($3,970,560)
762.1% $521,000 35 2 months
Pessimistic $15040 37 ($556,480) 106.8% $521,000 35 12 months

Budget-Passion Market
BUDGET ALLOCATION – PILOT (3 MONTHS)
CRM System & Database Infrastructure $25,000
Platform Development $10,000
Website Maintenance $3,750
Digital Media Manager (Salary & Benefits) $15,000
Tech Management Associate (Part Time) $3,750
Staff Travel & Accommodation $1,200
Expert Invitation (Webinar) $30,000
Udemy partnership $0
Video Production $50,000
SEO $3,000
Twitter $2,000

Budget-Passion Market
BUDGET ALLOCATION – ONE YEAR
CRM System & Database Infrastructure $25,000
Platform Development $10,000
Website Maintenance $3,750
Digital Media Manager (Salary & Benefits) $60,000
Tech Management Associate (Part Time) $11,250
Staff Travel & Accommodation $2,500
Expert Invitation (Webinar) $50,000
Udemy partnership $0
Video Production $150,000
SEO $10,000
Twitter $2,000
Breakeven: 34 customers ($512,500/$15,040)

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