Buffalo Gold Card Spring 2011 PR Campaign Presentation

PREPARED BY:SANDRA EBLEVI

BUFFALO GOLD CARD

SPRING 2011 PUBLIC RELATIONS CAMPAIGN

Primary Research

• Target audience: All Buffalo Gold Card holders

Emphasis on students

• Research method: In-depth interviews

Responses from the interviewees

o “The depositing process is complicated.”

o “If I would get direct deposits from my job at WT to my Buffalo Gold Card, I would use it.”

o “The usage areas are limited.”

o “More specials would make me put money on my Buffalo Gold Card.”

Primary Research

Secondary Research

www.buffalogoldcard.com

Current Situation

• Negative language on the FAQ

What can be done?

• Reading a positive language motivates people more to use the product

Can I get money off of my card?

No. There is no way to get any kind of cash off of your Buff Gold Card. When you graduate or leave the college you will fill out a refund form, and the Business Office will send you a check for any balance over $10.00.

How can I get money off of my card?

You can get whatever you have left over $10 on your Buff Gold Card when you graduate or leave college by filing out a refund form and the Business Office will send you a check.

Secondary Research

www.buffalogoldcard.com

Current Situation

• Impersonal

What can be done?

• Headshots of the employees can be put to the website. Seeing photos causes a feeling of identification to the user.

VS

Secondary Research

WTAMU Buff Gold Card Facebook account

Current Situation

•Only 79 members

• Last update was October 14th

What can be done?

• Announce, create buzz, Facebook special campaigns

•More frequent updates

The average age of Twitter users is 31.

Compared to 26 on Myspace and 33 on Facebook!!

Secondary Research

WTAMU Buff Gold Card Twitter account

Objectives

To increase the number of cardholders using the Buffalo Gold Card that make purchases to 30% by the end of May 2011.

Strategies

•To demonstrate that the Buffalo Gold Card is a valuable asset that the target market already possess.

•To create opportunities that will spark interest of the target market.

Tactics

Contest

Who: Students

What: The biggest spender throughout the semester among students will win a Lenovo IdeaPad S10-3 netbook

Why: To create a buzz on the brand and get people to use their Buffalo Gold Cards more with the incentive of the big prize.

How: Facebook, Twitter, e-mail and additional advertising media

Tactics

BuffSavings

Who: All Buffalo Gold Card holders

What: When cardholders spend money with their Buffalo Gold Cards, the card will automatically round up their purchase to the nearest dollar amount, and put that amount to a separate account

Why: Everyone loves saving money!

How: Facebook, Twitter, e-mail, and additional advertising media

Tactics


What: Gaining reward points with some percentage (.5% on campus – 1% off campus) on the expenses and spending those points as gift cards to sponsoring stores.

Why: To motivate cardholders to use Buffalo Gold Card where they can

How: Facebook, Twitter, e-mail and additional advertising media

BuffRewards

Tactics


What: The cardholders will be able to get their salaries from WTAMU direct deposited to their accounts if requested.

Why: Promotes the usage of the card.


BuffDeposit

Tactics

Who: Students

What: The 250th student who will follow the brand on Twitter and like it on Facebook will win a gift card to one of the sponsoring stores.

Why: Awareness of the social networking accounts and driving students to those media


Twitter and Facebook Giveaways

Tactics


What: A mass text message will be sent to the cardholders who opt-in for the service about the specials of supporting merchants

Why: Promotes the campaigns and the brand. Drives business to supporting merchants.


BuffText

Tactics

All advertising will be kept in place. BGC will still be advertised in The Prairie, The Canyon News and The One 91.1 as well as WT-TV. Also Facebook ads will be utilized to hit the target market and to let them know that BGC is on FB with campaigns and deals.

Advertising

Calendar

January February March April May

Contest

BuffSavings

BuffRewards

BuffDeposit

Twitter activation

Twitter Giveaway Every 250th person who follows BGC on Twitter

Facebook Giveaway Every 250th person who likes BGC on Facebook

Text Pitching

The Prairie

The Canyon News

The One 91.1

Facebook Ads

Budget

Amount Unit Price Total Price

Netbook Prize 1 $500 $500

SMS 5000 $240 $240

Printing of Flyers 1000 $0.23 $230

Facebook Ads 120 $20 $2,400

Subtotal: $3,370

Canyon News Ad 4 $259 $3,108

The Prairie Ad 4 $54 $216

Subtotal: $3,324

Total: $6,694

Measuring Success

•Social Media interactions

•Increase in deposits and spendings

•Buffalo Gold Card holders who are interested in contests and programs

Questions & Answers