Advertising campaign that my group members and I put together for Meetup.com. UCLA Extension, Spring 2010.

2. Agenda Introduction Market Analysis Media (Objectives, Strategies, Tactics) Budget Media Mix Creative (Objectives, Strategies, Tactics) Positioning Integration Campaign Analysis Plan

3. What is Meetup? The world’s largest network of local groups Mission: to build genuine community & help people self organize to find solutions to all types of problems Slogan: “Real Groups Make a Real Difference.”

4. Meetup Helps People… Find others in their area who share theirinterests Learn, teach, and share things Make friends and have fun Rise up, stand up, unite, and make a difference Be a part of something bigger—both locally and globally

7. Situation Analysis Founded in 2009 Statistics:

8. SWOT Analysis

9. Direct Competitors “…to make new friends through a local social network without the pretense of establishing business connections.”

10. Direct Competitors “Bringing People Together at Meetings & Events”

11. Indirect Competitors Other social/professional networking websites Facebook, MySpace LinkedIn Dating websites OkCupid eHarmony Match.com Location-based social networking Foursquare

12. Market Demographics: Gen Y (80 million in U.S.) Psychographics (traits): Confident Well-educated Self-sufficient Tolerant Team builders Socially/politically conscious Work to make a difference Communicate via Internet/Mobile phones

13. Market VALs: Innovators Successful, sophisticated, take-charge people with high self esteem Change leaders and most receptive to new ideas and technologies Very active consumers and purchases reflect cultivated tastes for upscale, niche products and services Are among the established and emerging leaders in business and government and continue to seek challenge

15. Geography (Large Metro Areas) Los Angeles-Long Beach, Ca New York, NY SF Bay Area, Ca Chicago, IL Philadelphia, PA Washington DC-MD-VA-WV Houston, TX Atlanta, GA Dallas, TX Boston, MA-NH Miami, FL

16. Media Objectives Increase awareness of Meetup Increase # of users by ½ million over the next year Achieve 25 million impressions Assuming response rate of 2% Budget: $1 million

17. Media Budget

18. Media Budget: Print Total Impressions: 11,033,540

19. Media Budget: Internet

20. Media Flowchart Total Impressions: Approximately 36 million

21. Media Mix Strategy: Target young professionals, mostly in major metropolitan areas, using print and Internet Tactics – mix of traditional & non-traditional mediums Print (Newsweek, Inc., Entrepreneur) Internet (CPM, CPC, Google & Content Networks) Media Calendar Advertising runs from January 1, 2011 - December 31, 2011

22. Creative Objectives Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life.

23. Creative Strategy Strategy: Use competitive advertising to differentiate Meetup.com from competitors. Emphasize the following benefits: social, professional growth, personal growth, potential to change the world. Tagline: “It’s time to mix business and pleasure. For some real face time, Meetup.com”

24. Creative Presentation: Print Ad

25. Internet Text Ads “It’s time to mix business and pleasure on Meetup.com” “Meetup.com Where work meets fun. ” “Network. Socialize. Change the world. On Meetup.com”

26. Internet Banner Ad: Sample

27. Campaign Analysis Plan Measure # of new user at end of campaign Pre and Post-campaign survey targeting a sample of the market (to gauge awareness) Track click-through-rate and conversions from Internet banner and text ads

28. Questions?