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CampaignAssignment

18November2015
COM238
AliGeary,AlexErlandson,DrewFernandez,BrianaReyes,PaigeMeyers,&Raquel
Ugalde

ExecutiveSummary

TheiMmersingiNnovationcampaignisdedicatedtobringawarenesstothe
partnershipbetweenTheLustgartenFoundationandAppleinordertoraiseawareness
ofpancreaticcancerandshowcasetheAppleWatch.Thiscampaignwilllaunchin
ChicagoandtargetselectedaudiencesfortheiMmersingiNnovationevent.The
attendeesoftheeventwillincludeexclusivestakeholders,staff,andthirdpartyvendors
suchasUber,Ebay,and,Googleexecutives.

Applehasremainedsuccessfulfor39yearsduetoitsuniqueapproachofbringing
togetheruniqueideasandcraftingthemintoinnovative,stylishtechnologicalwaysthat
aremarketableintheretailindustry.

Appleisfacedwithanewchallengeofmakingthispartnershipsuccessfulandbelieves
thatbyhostinganevent,installingamediaplan,andcreatingaprintadbothThe
LustGartenFoundationpartnershipandtheAppleWatchwillsucceedinawareness.

Thefollowingisacampaignplantohelpbringawarenesstothepartnershipandthe
AppleWatch.Theplanisbuildwithafoundationofsuccessfultacticswhichwillreach
thedesiredobjectivesforApple.Afewobjectivesforthebusiness,aswellastheir
creativemessage,andtactics,willbementionedintheplan.Theobjectivesinclude:

TocreateawarenessofthepartnershipbetweenAppleandTheLustgarten
Foundation.
IncreasecorporatesocialresponsibilityfortheAppleWatchby25%byJanuary
15,2017.

Inconclusion,theiMmersingiNnovationcampaignwillsetthetoneforlongterm
successbetweenthepartnershipwiththeLustgartenfoundationandApple.This
campaignisdeterminedtoopenanewdoortothefutureandcelebratetheLustgarten

FoundationinhonorofpastAppleCEO,SteveJobs,andtheinspirationofinnovation
thatstilllivestoday.

SituationAnalysis

ApplerecentlydecidedtopartnerwithTheLustgartenFoundationtoraise
awarenessofpancreaticcancerwhilesecondarypromotingtheAppleWatch.Apple
planstostrategicallyannouncethispartnershipinNovemberof2016.PastCEO,Steve
Jobs,passedawayfrompancreaticcancerandApplewantstoshedtheimportanceof
awarenessaswellasgivebackforresearchtohelpothers.Applehasbeenlackingin
philanthropicworkrecentlyanddecidedtorefocusonthevalueofcharity.The
LustgartenFoundationincreasesfundingandsupportsresearchrelatedtothe
diagnosis,treatment,cureandpreventionofpancreaticcancer.(Celgene,2015)Apple
hasplacedthemselvesinanidealsituationwhilesecondarypromotingtheAppleWatch
duringtheirpartnershipwithTheLustgartenFoundationtobenefitbothpartiesinvolved
regardingawareness.
Appleconstantlystrivestopositionthemselvesasthebestandmostinnovative
technologycompanyintheworld.Theirbrandpersonalityencompasseslifestyle
focusingonimagination,libertyregained,innovation,passion,hopes,dreams,
aspirations,andpowertothepeoplethroughtechnology.Withtheworldconstantly
innovatingAppleneedstostandoutfromtherest.Themaincompetitorsinclude
Samsung,Google,andMicrosoft.iMmersingiNnovationisacampaignthatwillstickout
fromthecompetitionandachievethegoalofawareness.

Applehascraftedsomethingthatisfashionable,functional,andalignstotheir
corevalueswhich
immersesinnovation
.TheAppleWatchisnowofferedinanarrayof
colorandmaterialswithsixdifferenttypesofwatchstrapsthatareinterchangeable.The
firstadfortheAppleWatchcameoutonMarch9,2015andwasavailableforpurchase
tothepubliconApril24,2015.Thepriceforthisinnovativedevicebeginsat$349and
cangoashighas$17,000.(Bold,2015)AccordingtoCEOTimCook,Applesobjective
withthewatchistochangethewayyouliveyourlife(Geddes,2015).Withthree
collectionsWatchSport,Watch,andWatchEdition,Appleishopingtoappealtoawide
rangeofaudiences.
TheAppleWatchcurrentlyhascommercialsaswellas15secondadstoplay
beforeaYouTubevideo.Theirtargetaudienceforthewatchistechsavvy,early
adopters,whohavealittleextramoneytosplurge.(eMarketer,2015)Theseadsgo
backtoApplesclassicadvertisingapproachofcolorful,musicdrivenpromotions.To
ensuretheAppleWatchhadanoriginaldesignthecreatorsconsultedwatchhistorians
andstudiedclockandwatchesthroughouttime.
Applewillgotheextramiletoensuretopnotchproducts.Thereareimmense
featuresthewatchholds.Itcandisplaynotifications,receiveandmakephonecalls,
text,makepayments,playmusic,trackactivity,Ubercalling,eBaybidding,Siri,etc.
(Nudd,2015)
Appletrulystandsoutwiththeirmostrecentdevice:AppleWatch.Itcapturesthe
ideathatApple
immersesinnovation
andalsowillgivethebrandasocialmeaningby
partneringwithTheLustgartenFoundation.Applewillbetheonetowatchasthe

iMmersingiNnovationeventtakesplacenextNovember,aswellasprintadsthatwillbe
produceduntilChristmasday2017announcingthisexcitingpartnership.

References
Apple.(2015,Novemeber4).
Thewatchreimagined
.Retrievedfrom
http://www.apple.com/watch/watchreimagined/
Bold,B.(2015).Applewatchadletstheproductdothetalking.
CampaignUS
.
Retrievedfrom
http://www.campaignlive.com/article/applewatchadletsproducttalking/133757
.
CNN.(2015,November4).
AppleInc.
Retrievedfrom
http://money.cnn.com/quote/profile/profile.html?symb=AAPL
CNN.(2015,September9).
Applefastfacts.
Retrievedfrom
http://www.cnn.com/2014/07/01/business/applefastfacts/
Nudd,T.(2015).Adoftheday:ChloSevigny,RZAandUberpopupinthelatest
applewatchspotssevenadsdivedeeperintothedreamlandofrealworld.
AdWeek
.Retrievedfrom
http://www.adweek.com/news/advertisingbranding/addaychlosevignyrzaand
uberpoplatestapplewatchspots167731
eMarketer.(2015,March17).
AreAffluentsaPrimeAppleWatchTarget?
Retrieved

from
http://www.emarketer.com/Article/AffluentsPrimeAppleWatchTarget/1012215
Geddes,J.(2015).TimCookOnHowAppleWatchIsApple'sNextiPod:User
ExperienceandFeaturesWillEnsureSuccess.
TechTime
.Retrievedfrom
http://www.techtimes.com/articles/32347/20150212/timcookonhowtheapplew
atchisapplesnextipodeaseofusewillensuresuccess.htm

CREATIVEMESSAGESTRATEGY:
Linkkeyattributestothebrandname:
Appleisknownfortheirlowercaseitobeintheirproductnames
SteveJobs,founderofApple,wasdiagnosedwithPancreaticCancer
LustgartenCanceraffiliateworkswithPancreaticcancerfunds
PromotingAppleWatchesandproducinglimitededitionAppleWatches
forthiscampaignasasecondaryelement

Persuadetheconsumer:
FocusontheperksthatsetAppleWatchapartfromotherAppleproducts
PromotethedifferencesbetweentheregularAppleWatchesandthe
limitededitiononesthatarefocusedoverthiscampaign
Promotethepancreaticcancercharity,Lustgarten,totheconsumersso
theyknowthattheircontributionsaretowardagoodcause.

Givethebrandthedesiredsocialmeaning:
oGivingbackthroughdonationstotheLustgartenfoundationtosupport
pancreaticcancer
oShowsthatApplecaresalotaboutgivingbacktothecommunityrather
thanjustearningaprofit
oHavingalimitededitionversionoftheAppleWatchisveryelite.
Promotethestatusofit.

oThroughmediarelations,externalmediasources,suchasE!and
Mashablewillbecoveringthiseventthroughsponsoredpostsviasocial
mediatotargettechsavvyearlyadopters.

Objectives
Objective1:
TocreateawarenessofthepartnershipbetweenAppleandTheLustgarten
Foundation.
Tactic1
:HostiMmersingiNnovationevent
Tactic2
:MediaPlan

Objective2:
IncreasecorporatesocialresponsibilityfortheAppleWatchby25%by
January15,2017.
Tactic1
:PrintAd

EventPlan
iMmersingiNnovation

Section1
OrganizationDescription:
ApplewasfoundedbySteveJobs,SteveWozniak,and
RonaldWayneis1976.Thenetincomeasof2014is$39.5billiondollarsandemploys
morethan115,000peoplefulltime.Appleconstantlystrivestobethebestandmore
innovationtechnologycompany.Theirbrandpersonalityisaboutlifestyleimagination
libertyregainedinnovationpassionhopesdreamsaspirationsand
powertothepeoplethroughtechnology.Appleisthelargestpublicallytradedcompany
intheUSbymarketcapitalization.ThefirstadfortheAppleWatchcameoutonMarch
9,2015andwasavailableforpurchaseonApril24,2015.

EventDescription:
Saturday,November5,2016
Whatisit?
Aneleganteveningtobringawarenesstopancreaticcancerthroughthe
LustgartenFoundationbypromotingtheAppleWatchtocelebratetheinnovationof
Apple.
Whatwillhappen?
PrestigiousguestssuchaspeoplewhoshareaninterestinApples
products,TheLustgartenFoundation,andmediawebsiteeditorsincludingbutnot
limitedtoTechCrunch,TheNextWeb,Wired,andMashable.Guestsinattendancewill
havethehonortowearanAppleWatchoftheirchoicefortheentiretyoftheeveningto
aidinpromotion.Tobegintheeventtherewillbepassedhordevoursandcocktails.
LaterontherewillbeahighlightshowingofthescreeningofSteveJobs:TheManin
theMachineduringthebanquetstyledinner.UponguestsconfirmingtheirRSVPthat
willincluderegistrationfees,eventcost,andraffleticket$250fortheAppleWatch
auction.Withinthatcost35%offeesperguestwillgotowardsTheLustgarten
Foundationwhichexplorespancreaticcancerresearch,guestswillalsobeencouraged
tofurtherdonateastheywish.Thepastcofounder,SteveJobs,passedawayfromthis
cancer.TherewillalsobevariousAppleWatchesoffforraffle.Therewillbeone
$17,000limitededitionwatch,oneAppleSportwatch,andoneAppleWatchEdition,
andoneAppleWatch.Theywillalsobeavailableforpurchaseexclusivelythisevening,
untiltheybecomespublicinJanuary.

Goals/Purpose:
Overallpurpose:
TosecondarypromotetheAppleWatch,whilegainingawarenessof
TheLustgartenFoundationandpancreaticcancer,celebrateSteveJobslifeandhis
inspirationsofinnovationthatstilllivestoday.

MeasurableGoals:
Raiseatleast$500,000forTheLustgartenFoundation,raisesales
intheAppleWatchby25%byJanuary15,2017assecondarygoal.

Audience:
Appleinvitesexclusivestakeholders,staff,thirdpartyvendorssuchasUber,Ebay,
Googleexecutives,etc.CompanieswillsubmitaguestlisttoAppleinadvance.

ReturnonInvestment:
ThemaingoalforourROIistohaveaprofitfortheeventthatwillexceedtheamount
spenttoputontheevent.TheLustgartenFoundationaimstoadvancethescientificand
medicalresearchrelatedtothediagnosis,treatment,andcureofpancreaticcancer.Our
overallgoalandreturnoninvestmentistoincreaseawarenessofpancreaticcancer
throughTheLustgartenFoundation.ThiswillbeattainablewiththepartnershipofApple
andTheLustgartenFoundation.

Section2
GroupRoles&Responsibilities:
Operationalmanager:ClaireHuffner
TeamManager:BradOGrady
MarketingTeamManager:SarahBell
PublicRelations:HarveyYork
FinancialTeamManager:MarkHodges
LegalTeamManager:EricaKingston

Timeline
:

*TimeFrame*

*ToDoList/Tasks*

*Done*

*Notes*

11/16/15
Approximately1
yearour

Holdcommittee/staff
meeting

Definegoalsand
objectives,financial
goals.

ReviewRolesand

Responsibilities

Brainstormevent
themesandvenues

3/7/16
Approximately
8Monthsout

Definestrategies

Mockuppromotional
plans

Finalizevenueforevent

Createbudget,and
definetheaudience
targeted

Contact/Partnerwith
LostGardencancer
reps

8/5/16
Approximately
3Monthsout

Sendoutinvitestothe
guests

Startpromotionaltactics

Implementsocialmedia

Startairingradioad

SignContractsand
legalagreementswith
venue(TheW).

Discussonsight
cateringoptionsfor

eventwithTheW.

Planeventschedule

Signcontractswithlive
bandperformingafter
event

Contactaudio

equipmentservicesand
orderneeded
equipment

Meetwithpancreatic
cancerreps(Lost
Garden)

9/24/16
Approximately
6WeeksOut

Finalizeguestlistwitha
headcountofattendees

Requestnumberof
specialeditionwatches
thatcorrelatewiththe
numberofguests
attending

Keeppromotingspecial
editionwatchesand
eventpublicity

Holdstaffmeetingfor
reviewoftheevent

Reviewrolesand
responsibilitiesforday
ofevent

Finalizeeventdetails

andinfowithpancreatic

cancerrepresentatives
10/19/16
Approximately2
weeksout

Followupremindersfor
allattendees

Personalfollowupwith
performingband

Checkinwithhotelfor
anylastminutedetails

Submitfinalfoodorder
forcateringatthehotel

Lineupsecurityguards
fortheevent

11/5/16
Dayoftheevent

Organizeevent
volunteersand
distributesetup
responsibilities

Pickupperforming
bandandspeakersand
accommodate

Pickupandsetupall
audioequipment
needed

Setupcheckintables
Forguest

Pickupalllimited
editionwatchesto
distributetoattendees

Discusstaskswith
securityguards

Setupprojectorfor

screeningoftheSteve
Jobsdocumentary

EnjoytheEvent!

Aftertheevent

Teardownandreturn
anyequipmentrented

Reviewtheevent

Thankalleventstaff
members

Sendthankyoustoall
participants

Staffmeetingtodebrief
thesuccessoftheevent

Expenses:
ThefixedexpenseswillincludeinsurancefortheAppleWatches,marketingand
promotion,venue,catering,staff,andsecurity.

Income
:
Ourgoalisnottomakemoneyatthisevent,butinsteadtomakeprofitoffofdonations
thatguestwillhavetheopportunitytogivetoo.Thesedonationswillgotowards
supportingthepancreaticcancerthroughtheLustgartenFoundationinmemoryof
SteveJobs.

PaymentMethods:
Guestswillberesponsibleforpayingforthe$250whichincludestheregistrationfees,
eventcost,andraffleticketfortheAppleWatchauction.Withinthatcost,35%ofeach
paymentisgoingtowardstheLustgartenFoundationandguestswillalsobe
encouragedtoprovidedonationswithcashorcredit/debit.Thiseventwillbe
sponsoredbyAppletosupporttheLustgartenFoundationandtheywillbereceivingthe
donationprofitsfromiMmersingiNnovation.

EnvironmentalPlanning:

Therewillberecyclebinsavailableforanyrecyclablematerialsthroughouttheeventing.
ShuttlebusseswillbeavailablethroughouttheCityofChicagotodriveguestshome
afterthenightisovertoensuresafetyandwillbefreeofcharge.

Section3
Dates&Times:
ThiseventwilltakeplaceonNovember5,2016from7:00pmuntil11:00pm.Thisevent
dateistohonorpancreaticcancermonthinthemonthofNovember.Ittakesplaceona
SaturdaytoallowgueststohavetheweekendtotraveltoChicagofortheeventaswell
asavoidingworkinterferences.

Location:
TheiMmersingiNnovationeventwillbetakingplaceinTheWHotelinChicago.The
addressis172WAdams,Chicago,IL.Guestsarewelcometorentoutahotelroomfor
thenighttostayinaftertheeventhasendedtoavoidtransportation.Thereasonbeing
thatthebuildingisspacious,memorable,andprovidesanupbeatatmosphere.

Section4
Agenda:
Agenda:FridayNovember4:
5p.m.SoundCheck
5p.m.Table,Chair,SecurityandStructuralSetUp
7p.m.Movieshowingrunthrough
9p.m.RehearsalandSoundcheckconcludes

ParticipantAgenda:SaturdayNovember5:
7p.m.Checkinbegins
8p.m.DinnerLinesareopened
8:15p.m.GuestSpeakerDr.RobertF.Vizza,PresidentofTheLustgartenFoundation
8:30p.m.MovingShowingHighlightClipsforSteveJobsbegins
9p.m.MovingShowingconcludesanddessertisputout
9:05p.m.AppleWatchrafflebegins
9:10p.m.Winnersandannounced
9.15p.m.LiveMusicBandplaysforremainingtimeofevent
10:45p.m.Cleanupbeginsasaudienceandparticipantsexit
11p.m.Shutdown

Atmosphere:
TheWHotelinDowntownChicagoprovidesanoutgoingandinnovativeatmosphere
whenpromotingtheAppleWatch.Thefocusoftheeventwillbethepromotionofthe
AppleWatchandallowgueststoweartheproductduringthetimeoftheevent.The
highlightsoftheSteveJobsfilmwillbeshownduringthiseventinremembranceofthe
CEOofApple.Alivemusicbandwillfollowthefimtoconcludethenight.

Technology:
Technologythatwillbeusedatthiseventistheremoteequipmentpurchasedorrented
fortheevent.Thisincludes:Lightsandaudiovisualequipment,Speakers,Cords/wires,
Microphones,AmplifiersandLightingdevices
Italsorequiresalargescreenand
.
projectortoairthehighlightsfromtheSteveJobsfilm.

Food:
Foodwillbecateredthroughthehotel,andwillbeservingguestsanentreeofsaladand
bread.Forthemaincourse,theywillhaveanoptionoflemonchickenandvodkasauce
pasta,orsteakwithmashedpotatoes.Therewillalsobeafoodlinethatwillremain
openthroughouttheentireeventswithappetizersforthegueststoeatastheyplease.
Dessertwillbegiventoguestsafterthefilmhasconductedandtheywillhavetheir
choiceofchocolatecakeorstrawberrycheesecake.

Drinks:
Therewillbealcoholicbeveragesatthebarintheballroomforgueststhatare21years
ofageandolder.Therewillalsoberefreshmentsateverytableofwater,lemonade,
andsoda.Guestswillhavetheoptiontoorderanyotherdrinktheypreferatthe
ballroombar.

Security:
Securityforthiseventwillincludehiredprofessionalswearingblacksuitsaswellasear
piecestocommunicateanyissues.Theywillberesponsibleforensuringthatthe
guestsattendingaremembersofthecompaniesinvitedtothiseventaswellasthe
remainingstakeholders,staff,etc.TheyarealsoinchargeofmakingsuretheApple
Watchesaresecurethroughouttheeventsincethisproductissovaluable.Attheendof
theeveningtheywillassistinguestsreturningtheborrowedwatches.
Section5
Marketing&Promotion:
WeplantosendoutinvitationstoalltheinvitedguestssotheycanRSVP.The
invitationwillentailabriefdescriptionofthenightwhilefocusingontheannouncement

ofthenewpartnershipbetweenAppleandTheLustgartenFoundation.TheApple
Watchwillalsobeasecondaryfocusoftheeveningforgueststointeractwithandact
asapromotionaltool.Duringtheeveningeventcostswillcovereachguesttobe
includedintheAppleWatchraffledrawing.AppleWatchesthatwillberaffledisone
$17,000LimitedEditionwatch,oneApplesportwatch,oneAppleWatchedition,and
oneAppleWatch.

Section6
PlanningforProblems:
MedicalEmergency:
Wewillhavemedicalpersonnelandvolunteersonhandincaseof
emergency.
WeatherRelatedEmergency:
WewillfollowtheWeatherRelatedEmergency
guidelines,astheyarepostedintheballroomofthebuilding.Dependingonthe
severityoftheweather,wewillexitthebuildingandmovetothelowerbasementlevel
forsafety.
TechnicalProblems:
Wewillholdarunthroughforthelights,liveband,andfilm
showingthenightbeforetheeventtopreventtechnicalproblemsduringtheevent.We
willalsohavestaffonhandthatarefamiliarwiththetechnologytopreventthese
problemsduringtheevent.
CateringProblems:
Wehavesetthefooduptobecateredthroughthehotelsothat
therewillbenoissuesoffoodnotarrivingorarrivinglater.TheWHotelwasawareof
thefoodordersfarinadvancetoensuretheyhaveallthenecessarymaterialstofulfill
theguestsrequests.
LackofPeopleinAttendance:
WewilluseourmarketingcapabilitiesandPublic
Relationstothebestofouradvantage.GuestswillRSVPmonthsbeforetheeventto
giveusagoodestimateofhowmanyguestswewillbeexpecting.

Debriefing:
Success:
Wewouldmeasureoursuccessbytheamountraisedtodonatetothe
LustgartenFoundationinremembranceofSteveJobs.Thefinalmeasureofsuccess
willbetheawarenessandincreaseinsalesonAppleWatchesasasecondaryresultof
ouriMmersingiNnovationevent.

Challenges:
WewouldkeeptrackofthesalesonAppleWatchesfollowingthisevent
andifsaleswerenotashighaswehadaimedfor,thechallengewouldbetofind
anothercreativewaytopromotethisproduct.

AppleWatchIMmersingiNnovationCampaignSponsoredContentSocialMedia
Plan

Purpose&Mission
AppleInc.andtheLustgartenFoundationplanstohostaneventonNov.6,2016called
iMmersingiNnovationtheeventwillhighlightthecollaborationbetweenAppleInc.and
theLustgartenFoundation.Inordertopromoteawarenessoftheircollaboration,Apple
Inc.createdasocialmediaplantopromotetheevent,covertheguestsand
organizationsexperiencesduringtheeventandpostevent.Withsocialmedia
coverage,AppleInc.willbridgethegapbetweentheirorganizationandtheirintended
audiences.

SocialMedia
Inordertoreachourexternalpublicsproperly,socialmediaoutreachcreatesa
connection.Internetbasedsocialmediaistheelementwherecompaniescanspeak
directlytocustomersinanontraditionalatmosphere.(Mangold,2009).Itbridgesthe
gapbetweenconsumersandengagementwithourproducts,allowingatypeofdialogue
betweenourorganizationandourpublics(Carr&Hayes,2015).

Objectives
Objective1:
CreateawarenessofLustgartensFoundationandAppleInc.s
collaboration.
Objective2:
CoverageonAppleInc.andLustgartenFoundationsevent,iMmersing
iNnovation.
Objective3
:PromoteawarenessofAppleInc.andLustgartenFoundationspartnership.
Objective4:
GainimpressionsonallsocialmediaincludingFacebook,Twitter,
Instagram.

Audiences
Audience1:
MediawebsitesincludingbutnotlimitedtoTechCrunch,TheNextWeb,
Wired,andMashable.
Audience2:
GadgetloversinterestedinAppleInc.sproducts
Audience3:
PeoplewhoshareinterestintheLustgartenFoundation

Platforms
Facebook
UtilizeFacebooktogeneratepostsaboutthepartnershipbetweenApple
Inc.andtheLustgartenFoundation.

Twitter
CreateiMmersingiNnovationTwitteraccount.UseTwitteraccountto
generatetweetstopromoteevent,livetweetduringtheevent,andaftertheevent.
Duringtheevent,thesocialmediamanagerwillusethehashtag#iMiNtogenerate
awarenessfromfollowers.Aftertheevent,wereachouttodifferentmediawebsitesto
createsponsoredcontentfortheawarenessofthepartnershipbetweenAppleInc.and
theLustgartenFoundation.

Instagram
CreateiMmersingiNnovationaccount.Createsponsoredpostsfeaturing
celebritieswearingtheAppleWatchwiththeLustgartenfoundationlogointhe
background,withcaptionslikejoinAppleandLustgartenfoundationinthefightagainst
pancreaticcancer.Wheneventhappens,utilizehashtag#iMiNandusecaption#iMiN
againstthefightofpancreaticcancerwithpicturesofnotableguestsandcelebrities.

VoiceandContent
ThevoiceofAppleshouldincorporatetheentireorganization,aswellastheirsocial
mediateam.Appleisaninnovative,inspirationalcompanylookingforintriguingwaysto
engageconsumers.Thesocialmediacontentwillreflecttheanticipationoftheevent,
celebratingthepartnershipandcollaborationbetweenAppleInc.andtheLustgarten
Foundation.Aftertheevent,thesocialmediacontentwillbesponsoredpostsfrom
agreedvariousmediaoutlets(Mashable,E!News,Wired,etc.)explainingguests
experiencesattheevent.

Plan

Channel

ActionDetails

Frequency

Facebook

Promote
Weekly
iMmersing
iNnovationevent
weeklybefore
theevent.

Impressions,
commentsand
shareswillbe
monitoredusing
Facebook
analytics.

Twitter

Promotionfor
iMmersing
iNnovation
event.

Monitor
impressionsand
encourage
retweets.

3xaweek
preevent.

Notes

Instagram

Livetweetduring
theeventusing
hashtag#iMiN
highlighting
guests,
speeches,and
featuresatevent.

Afterevent,
socialmedia
contentwillbe
sponsored
generating
awarenessof
partnershipof
Lustgarten
Foundationand
AppleInc.

5xeachhourof
event.

Onceafterevent.

Beforeevent,
sponsoredposts
featuringApple
Watchand
Lustgarten
Foundation.

Postsusingthe
#iMiNhashtag
featuringguests
andwearingthe
Applewatch.

3xaweek
preevent.

Livepostswith
hashtags.

Carr,C.T.,&Hayes,R.A.(2015).SocialMedia:Defining,Developing,andDivining.

AtlanticJournalofCommunication
,
23
(1),4665.

Mangold,W.G.,&Faulds,D.J.(2009).Socialmedia:Thenewhybridelementofthe
promotionmix.
Businesshorizons
,
52
(4),357365.

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