Advertising and Promotion for Ask Grads Application

Running head: Advertising and Promotion
Advertising and Promotion
Name of the Student:
Name of the University:
Author note:

1Advertising and Promotion
Table of Contents
Introduction and Brand Positioning.................................................................................................2
Discussion........................................................................................................................................2
1. Target audience........................................................................................................................2
2. Brand Campaign goal..............................................................................................................4
3. Targetaudiencemediaconsumptionbehavior – typeofmedia&platforms..................................4
5. Channels, platformandselection.............................................................................................12
6. The budget distribution..........................................................................................................12
7. Calendar of activities.............................................................................................................13
8. KPI Estimation......................................................................................................................15
9. Result projection....................................................................................................................16
10. Visual & Creatives Samples................................................................................................17
Bibliography..................................................................................................................................19

2Advertising and Promotion
Introduction and Brand Positioning
A new product application Ask Grads is a subject of our project. One of the main goal is to
place the product on the market and determine the best promotion strategy for it. Being created
by students from College LaSalle, Ask Grads is an online platform that has been oriented for the
recently graduated students who are actively looking for jobs. It is an application that enables the
employees and employers to get connected directly. It is a platform where opportunity is being
provided to the students to acquire a level of experience in working as a staff for different
companies either as a freelancer for online jobs or part-time job too. Those graduated students
will post their projects and CV on the Ask Grads platform in order to display their willingness to
work.
Discussion
1. Target audience
A target audience is the demographic of people that are most likely to be interested in
your product or service.1 Thus, for advertising Ask Grads, it's imperative to determine who its
“target audience” is, and how to reach them. It is important to reach many people at the same
time, so we need to be focused on certain criteria. There are demographic, psychographic,
geographic and behavior response segments. According to the purpose of the product we
determine our key partners, costumers and mentors as a third side in the employer-employee
relationships.
 Key Partners (Offer Services)
The major key partners are the Students, who are recently graduated and are actively looking for
acquiring experience and to make money. They could be from any education institutions that are
seeking for employment. As demographic criteria: the age from 18 to 35 years old with low
1Small Business ,SUSAN WARD July 17, 2017

3Advertising and Promotion
income, who are recent graduates (college or university diploma); new professionals. For
psychographic determination, it shall be proactive person, interested in real feedback (positive or
negative), self-motivated and self-employed. Also, geographically we are interested in covering
the Montreal and surroundings. Their behavior criteria are seeking for professional experience,
to understand the market and to create portfolio. We are going to spread the information among
students at different education institutions from where we will get our main audience.
 Costumers (Buy Services)
The people who seek for low cost services profession will also be one of our key target
audiences. Basically, it can be anyone, who needs to find a work. The idea is, they can post their
offers directly on Ask Grads platform and could get connected with the grads that have their
portfolios and CVs on the site. To consider Demographic, it would be 35 years old and above,
low / medium income, low education, women / men. Psychographic- price driver person,
interested in providing real feedbacks (positive or negative), no service provider contacts /
connections. Geographic criteria would be Montreal and surroundings. Behavior Response-
Online services consume.
 Mentors (Tutors)
Professors / Teachers with a great experience on certain fields who will mentor the Key Partners
(no experience) on their service offers will also be our target audience. The main idea for
involving such specialists is to help the recent graduated students to perform their work
correctly. Also, mentors can share with their experience and guide the new workers.
Demographic- 40 years and older, medium to high income, with high education and experience
professional. Psychographic- volunteer worker, comfortable lifestyle. Geographic-Montreal and
surroundings. Behavior Response- seeks to aide young professionals
Based on the type of target audience the advertising activities will be performed both online
and offline relevantly to accumulate the potential key partners. In order to use the application,