Affordamac Campaign Presentation

ANDY &ANDREA

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ANDY

ANDREA

KarrieHannahKristenMorgan

Alex

Brand Planner/Designer

Public/Media Relations

Media Planner

Project Manager

Account Manager

Meet the Team

Type Here

Overview

What We Learned From You

Only in­store and online exclusive Apple reseller in metro

Apple certified technicians

Current State of Business 

Survey of College Students

Preference for Apple Macbooks

Affordamac’s Vision

“a better way to do this” 

You Are a Hero!!Expert advice to improve the world

GOAL

FEAR

WEAKNESS

TALENT

VOICE

Weakness, vulnerability

Arrogance, needing a battle,

egocentricity, aggressionCompetence, courage, energy,

determination

Motivational, self­confident,

self­disciplined, direct

 FEEL

Inspired, strong

empowered,

determined,

motivated

Who You're Fighting

VS

KeyInsights

A w a r e n e s s

S k e p t i c i s m

T a r g e t m a r k e t

Insight: Awareness

"Who have you previously heard of?"

Apple Refurbished

Micro Center

None

Affordamac

Affordamac’s #1  problem Local awareness Online awareness

Insight: Awareness

"twin cities refurbished macbook"

1st

"used macbook"

10th

Insight: SkepticismConsumers are skeptical when it comes to

purchasing used technology

"refurbedcomputers

freak me out"

Insight: Target Market

CurrentTarget

Insight: Target Market

SuggestedTargets

STUDENTS(Andy)

PROFESSIONALS(Andrea)

PARENTS

"For the financially savvy student or professional,

it’s the affordable place to buythe reliable Apple products

everyone loves."

Our GoalsFor You

Increase website traffic on Affordamac.com by

50% in the next year.

Increase awareness of Affordamac locally.

Establish a positive perception of

Affordamac and refurbished electronics.

All that Mac. Half the price.

Campaign StrategyTraditional

Drive local Awareness

DigitalIncrease web traffic

Public RelationsDrive both local and web

Traditional: Radio/Print

Traditional: Metro Transit

Digital Strategy:

Sample Media Schedule for Local AdWords Campaign

Digital Strategy: Facebook (Owned)

Digital Strategy: Facebook (Paid)

Public Relations: U of M Events & Resources

Public Relations: Reviews

Public Relations: Media Relations

Public Relations: Media Relations

Budget Percent of Media mix

Design Inspiration

Great!

!

Overview

  Helping customers find you so they can

buy all that Mac for half the price.

INSIGHTS

1) Awareness

2) Skepticism

3) Target Market

GOALS

1) Increase web traffic

2) Increase awareness

3) Establish positive perception