Viral Marketing – Class Assignment
This is a video assignment in our Viral Marketing Class for my Internet Marketing Degree.
Week 1: We were assigned a fictitious company. I chose GIft Baskets for All.
We created a Discovery Brief on that business in week 1.
Week 2: We the had to develop a Creative Concept Brief, describing the outreach concept of our Viral Marketing Plan.
The goal of the marketing plan was to reach new market segments and increase sales/revenues throughout the year, trying to level the peaks and valleys of the prime selling season that evolved mostly around the holidays and purchases for Women (birthdays, Mother’s Day, Easter, etc).
Week 3: Where we had to create a movie as the outreach product of the Marketing Plan. The goal of the movie was to speak to the new market segments we wanted to reach.
I decided to target two verticle segments: College Students and Men – neither of whom receive many gift baskets, but both of which would benefit from them.
The emotional hook I tried for was that men were suffering the lack of gift baskets, and knew that certain favorite items would be easy to put in along side other premium items that would surprise them. The gift baskets for college students evolved around “care baskets” – students cannot survive on pizza and cafeteria food entirely – they need fruit and – well yes, even candy!
I admit, I am NOT a movie producer, but I did my best -with the help of my friends (whose names I promised to keep to myself) to get the point I needed to make across to the audience. LOL
