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Campaign Strategy 1

CAMPAIGN STRATEGY

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Campaign Strategy 2

Executive Summary

The use of social media marketing by Bikeabike Company to promote its brand and build

awareness on sustainability is a commendable strategy in the current age to achieve massive

response. The campaign is targeted towards protecting the environment and the community and

will benefit through awareness created on the brand. Being a newcomer in the market, the

company faces competition from existing companies but its social media campaign strategy and

technological finesse is a strength which if utilized will provide successful results. The campaign

will target the users of social media as well as media outlets and local and international

communities. The main target of social media users is based on the power that social networks

have in the exchange and implementation of information. The key message will be the critical

nature of the environment to us and the zone strategy will be social media entertainment. The

campaign is scheduled to start on the first day of December 2017 to the 28

of August 2018. The

campaign has a working budget of €1,870,000 and will use key performance indicators on the

social media platforms to measure progress and success.

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Contents

Executive Summary ...................................................................................................................................... 2

Table of Contents ........................................................................................ Error! Bookmark not defined.

1.0 Introduction ......................................................................................................................................... 4

1.1 Sustainability Saves Campaign ....................................................................................................... 4

1.2 Mission Statement ........................................................................................................................... 4

2.0 Situational Analysis ............................................................................................................................ 5

2.1 Internal Environment ...................................................................................................................... 5

2.2 External Environment ..................................................................................................................... 5

3.0 SWOT Analysis .................................................................................................................................. 6

3.1 Strengths ......................................................................................................................................... 6

3.2 Weaknesses ..................................................................................................................................... 6

3.3 Opportunities ................................................................................................................................... 6

3.4 Threats ............................................................................................................................................. 7

4.0 Objectives ........................................................................................................................................... 7

5.0 Target Audience .................................................................................................................................. 7

5.1 Consumers on Social Media ........................................................................................................... 7

5.2 Media outlets ................................................................................................................................... 8

5.3 Local Community ........................................................................................................................... 8

5.4 International Community ................................................................................................................ 8

6.0 Key Messages ..................................................................................................................................... 8

7.0 Social Media Zone Strategy ................................................................................................................ 8

8.0 Activation Plan .................................................................................................................................... 9

8.1 Campaign Roles and Responsibilities ............................................................................................. 9

8.2 Timing ........................................................................................................................................... 10

8.3 Schedule ........................................................................................................................................ 10

8.4 Budget ........................................................................................................................................... 11

9.0 Monitoring and Evaluation ............................................................................................................... 11

10.0 Conclusion ...................................................................................................................................... 12

Reference List ............................................................................................................................................. 12

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1.0 Introduction

Bikeabike Company is an upcoming bike share organization in Australia whose main objectives

is to enable cheap and sustainable transportation around the world. Given that the company is

still new in Australia, there has been a dire need to effectively market its services not only in

Australia but throughout the global regions where its companies are located as well as

prospective markets. The company will employ the use of an online campaign strategy with the

theme of Sustainable Saves to spread information about climate change and elevate awareness of

the company as well.

The use of social media in current marketing practices has been rated among the most successful

strategies based on the qualities of social media where there is a tyranny of numbers and

immense participation (Ashley & Tuten, 2015). In their article on Crisis Informatics, Palen and

Anderson (2016) state that social media represents a wide array of ideas, opinions and behavior

that can be used in the response of different circumstances. Furthermore, Palen and Anderson

(2016, 2) emphasize the importance of social media through noting the weight that social media

has on researchers and managers. This retro respect paper will therefore explain the online

campaign strategy for Bikeabike in their bid to improve their consumer range while creating

awareness on climate change.

1.1 Sustainability Saves Campaign

Sustainable transport is one of Bikeabike’s key values hence the idea for sustainability that is

meant to be communicated through the campaign. While Sustainability Saves campaign is a

unique opportunity to launch awareness on climate change and sustainability, the company plans

to initiate a long term program from the campaign that will ensure continuity of the message on

sustainability. Online media is central to the campaign especially given its special attributes of

rapid spread of information and influence on particular subjects. The use of an online marketing

strategy will further reach the entire market of Bikeabike in the different countries that its

services are provided as well as additional potential market.

1.2 Mission Statement

Green Future: Committed towards protecting the environment and the community

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2.0 Situational Analysis

2.1 Internal Environment

Among the activities in the overall marketing plan of the campaign include cycling challenges in

different attractive destinations that can be used to influence social media viewing and the spread

of information about the Sustainability Saves campaign. The corporate culture is furthermore

supportive of the use of social media particularly given that Bikeabike operates using a mobile

application to render its services. The integration of social media into the campaign will thus be

smooth as there is an online platform present for the organization. Policies and procedures

however need to be clearly established particularly regarding the exact tone that needs to be

presented as well as clarity on the objective of sustainability.

2.2 External Environment

Bikeabike customers use the Bikeabike mobile app which means that they are inadvertently

linked to the social media platform. Easley and Kleinberg (2010) discuss the power in social

networks based on the attributes of that the power can provide. The use of social media is an

advantage for the campaign as the consumers are already using it which makes transition into the

campaign easy enough. Secondly, social media relays information at a very swift pace making

the global intention of the campaign plausible. As discussed by Easley and Kleinberg (2010,

341), the dependence, satiation, exclusion and betweenness in social networks provides a strong

tie that makes information passed by peers relevant.

Bikeabike’s competition is minimal but still potentially risky since the campaign plans to gain a

significant market share in Australia. The competition includes Obike and Reddy Go which have

the advantage of an upstart in the bike share service market (Dunn, 2017). The two competitors

have not however heavily invested in social media marketing and Obike currently has negative

social media ratings due to the dumping of its bikes in inappropriate areas. Reddy Go on the

other hand has a strong FaceBook standing with an offer where users can tag the company and

get five free rides. Bikeabike has the opportunity to comprehensively work on the social media

through the Sustainability Saves campaign while its competitors are still working on their basic

operations.

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Social media is a contemporary trend that if best angled, will influence the participation of the

public into the campaign. There are minimum restrictions on social media and users can interact

across different boundaries (Ngai et al, 2015). There may however be political consequences on

social media marketing on sustainability particularly in regions where sustainability practices

have not been well implemented (Pike & Page, 2014). Technologically, social media is an

innovative trend that keeps getting upgraded to best suit the growing expectations of consumers

(Ngai et al, 2015).

3.0 SWOT Analysis

3.1 Strengths

 Bikeabike has an established technological platform with social media applications in

place

 The technological system of Bikeabike is up to date with the most recent features to

ensure that its operations run smoothly

 The bike sharing service still new in the country and its trend has generated a lot of social

media attention

 The online marketing strategy costs way less and thus the company will get real value

from its campaign

 Bikeabike can carry out its campaign all over the globe in places where its services are

rendered such as Dubai and London as well as other new markets

3.2 Weaknesses

 From the social media platform of Bikeabike’s competitors, the reception of bike sharing

services is not good enough

 The company may easily be discredited on social media with one wrong comment

whether proven true or false

3.3 Opportunities

 Bikabike has the opportunity to reach out to different markets globally through the social

media campaign

 The company can partner with the social media platforms to actively advertise to diverse

subscribers of the social media platforms

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3.4 Threats

 There are many sustainability campaigns that may make the audience undermine

Bikeabike’s campaign

 Political regimes in different countries may negatively affect the social media activities

thus making the campaign ineffective

4.0 Objectives

 To build awareness on the causes and effects of climate change globally

 To challenge the campaign audience in doing the suggested campaign activities and

posting them online

 To mobilize individuals in Canberra and across the world to adopt sustainability practices

 To secure long term viability of the organization through reaching out to a significant

mass of members

5.0 Target Audience

5.1 Consumers on Social Media

The online campaign will target social media users of the ages 18 to 40. This age bracket

constitutes persons who have adequate literacy in the use of social media as well as the ability to

cycle and perform other activities related to sustainability and post them online under the

campaign theme. The campaign will additionally educate consumers of Bikeabike online and

encourage them to educate others and share messages through their profiles and posts. Social

media has made remote interaction possible in a broad and public network (Easley & Kleinberg,

2010).

Sensis (2017) reveals that 84% of Australians use the internet daily. The reports further states

that internet use is prevalent among users between the ages 18 to 30. 35% of users have visited

social networking sites more than five times a day in the current year. From the report, females

in Australia visit social networking sites more than males. Facebook has the highest amount of

users followed by Youtube, Snapchat, Twitter then LinkedIn. From the data by Sensis report

(2017) the campaign will target eighteen year olds to forty year olds and mainly employ the use

of Facebook. Other network sites will still be used to reach out to the user on Twitter Youtube

and Snapchat.

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5.2 Media outlets

In the current age, mass media and social media have the largest influence on information

(Hennig-Thurau et al, 2013). The campaign will target media outlets including print and visual

mass media to spread information about eh campaign as well as join in on the campaign. The

main message in the campaign will be the awareness of sustainability and encouragement to

subscribers to post information, images and videos of practices that enhance sustainability.

5.3 Local Community

The campaign will greatly strategize on using the features and activities in the local community

and post them over the campaign website to start the trend on Sustainability Saves. Given that

the local community has vested interest in conserving their environment, Bikeabike will be able

to reach out to them from employees of the company to the users in the local community and

other community stakeholders. Easley & Kleinberg (2010) demonstrate the power in social

networks through establishing favorable terms that can be gained from a stable network

exchange.

5.4 International Community

For the campaign to reach its global objective, the campaign management team will have to use

international strategies that influence the international community. Among the strategies

involved will be the use of different languages in the key message sent out to across the social

media. The campaign will also feature different aspects of the environmental attractions in

different global locations and activities that subscribers are engaging in to preserve them

6.0 Key Messages

 The environment is critical to our existence

 Bikeabike is a sustainable way of transportation as is meant to reduce carbon footprint

 Bikeabike encourages the practice of sustainability to protect the environment and is in

itself a sustainable company

7.0 Social Media Zone Strategy

Sustainability Saves campaign will use the social entertainment zone strategy in the social media

plan to promote the awareness of sustainability and ultimately that of the company (Tuten &

Solomon, 2014). The main event will be cycling and users will be encouraged to post images and

Campaign Strategy 9

videos of them cycling. The campaign will also have a cycling challenge within learning

institutions in Canberra as well as other interested institutions including financial institutions,

government institutions and charity institutions. In order to appeal to consumers and other social

media subscribers, the campaign will require the use of creative design on the web, knowledge

on social media as well as marketing. Social media campaigns need to be planned meticulously

as information posted is spread very fast and the initial impression may make or break the

campaign (Hennig-Thurau et al, 2013). Owing to my experience in an E-commerce company, I

have graphic design skills including social media post images, packaging and event driven

marketing that will be highly essential in the implementation of the strategy. The campaign will

further use celebrities to reach out to the publics as their impact on the media is equally large.

8.0 Activation Plan

Prior to the implementation of Sustainability Saves campaign, the campaign team will meet to

discuss the varied aspects on the plan then put forth a trial campaign. The trial will involve an

online opinion survey on sustainability, knowledge on Bikeabike, sustainable practices that

interest the subscribers as well as environmental concerns in different regions. From this survey

the team will go through and correct the campaign proposal before implementation.

8.1 Campaign Roles and Responsibilities

Campaign manager

Oversee all campaign processes including day

to day operations

Finance director

Responsible for raising money for the

campaign objectives

Communications director

In charge of campaign interactions with the

media

Scheduler

Putting together the campaign schedule and

seeking out events

Technology manager

Oversee all functions of the web, social media

and physical technological assets

 Web site manager

Ensure website functionality

Monitor website performance

Develop content

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Handle online marketing campaigns

 Social media manager

Overseeing the whole social media process

Making decisions on platforms, content,

frequency of posting and strategy

 Content creator

Creation of blogs, memes, GIFs, infographics

and video content

 Content curator

Following sites that interest the target audience

Joining groups and monitoring discussion with

target audience

 Social media advertiser

Identification of the target audience

Creation of advertisement copy for display

Decision on content to promote

Monitoring progress of advertizing

8.2 Timing

The campaign shall run from first December 2017 to 28

August 2018

8.3 Schedule

2017

2018

Tasks

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Definition of campaign

Campaign proposal

Trial through online opinion survey

Creation of campaign website

Creation of founding social media

content for the campaign

News release

PSA release

Posting of local community

campaign activities

Posting of international community

campaign activities

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Cycling challenge

News release on progress

Campaign end

8.4 Budget

Activity/ item (s)

Total

Media and

communication

Website development

500,000

Radio and television ads

80,000

Press events

100,000

Social media

10,000

€690, 000

Events

Travel expenses

10,000

Security

20,000

Meals

30,000

Bicycle challenge

200,000

Celebrity

300,000

€570,000

Allowances

250,000

€250, 000

Employees

290,000

€290,000

Miscellaneous

70,000

€70,000

Total

€1,870,000

9.0 Monitoring and Evaluation

The campaign manager will utilize key performance indicators to measure the progress and

success of Sustainability Saves campaign. On Facebook, progress will be measured through

looking at user profile, posts, likes, favorites and recommendations. On Twitter, engagement will

be measured through looking at the number of followers, likes, tweets, retweets and messages.

On instagram the number of followers will be observed. In all the sites, the number of social

shares will be viewed to establish the effect of the campaign. In the event of a low following and

Campaign Strategy 12

sharing of content, the campaign team will meet up to strategize again on a different course of

action.

10.0 Conclusion

In conclusion therefore, the Sustainability Saves Campaign is viable especially with the strong

message on environment protection and the use of a network that has been determined to be

exceptionally powerful. The campaign however has to bear in mind that social media sensitive

thus messages passed across need to be thoroughly vetted as well as representation from the

company. It is also mandatory to note that online marketing is an exemplary strategy but does

not amount to the perfect strategy. The use of other strategies is therefore encouraged in the

implementation of the campaign to provide backup.

Campaign Strategy 13

Reference List

Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory

study of branded social content and consumer engagement. Psychology & Marketing,

32(1), pp.15-27.

Dunn, M., 2017, ‘How do Bike Sharing Services like oBike and ReddyGo make Money?

Available at http://www.news.com.au/technology/innovation/inventions/how-do-bike-

sharing-services-like-obike-and-reddygo-make-money/news-

story/882c22777c7ecf3bef587e0fb8bf44f9

Hennig-Thurau, T., Hofacker, C.F. and Bloching, B., 2013. Marketing the pinball way:

understanding how social media change the generation of value for consumers and

companies. Journal of Interactive Marketing, 27(4), pp.237-241.

Easley, D. and Kleinberg, J., 2010. Networks, crowds, and markets. Cambridge Univ Press, 6(1),

pp.1-6.

Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and

conceptual frameworks. International Journal of Information Management, 35(1), pp.33-

44.

Palen, L. and Anderson, K.M., 2016. Crisis informatics—New data for extraordinary times.

Science, 353(6296), pp.224-225.

Pike, S. and Page, S.J., 2014. Destination Marketing Organizations and destination marketing: A

narrative analysis of the literature. Tourism management, 41, pp.202-227.

Sensis Social Media Report 2017. Retrieved from:

https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2017-

Chapter-1.pdf

Tuten, T.L. and Solomon, M.R., 2014. Social media marketing. Sage.

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