Advertising and Promotion Campaign for Ask Grads Platform Launch

This report outlines the advertising and promotion strategy for Ask Grads, a platform designed to connect recent graduates with employers. It includes a target audience analysis, defining key partners (students), customers (employers), and mentors (professors). The report details the brand campaign goal of raising awareness and outlines marketing objectives, including acquiring one thousand key partner profiles and five hundred customer job offers within the first year. It examines target audience media consumption behavior, focusing on online platforms like social media and search engines, as well as offline methods. The communication strategy employs both paid and owned media, including social media marketing, press releases, influencer marketing (Coco Rocha), and offline advertisements (metro, college campuses). A budget of $5000 is allocated, primarily to influencer marketing and metro advertisements. The report also includes a calendar of activities, KPI estimations, result projections, and visual creative samples. The overall aim is to effectively promote Ask Grads and establish its presence in the market.

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,

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the grads will need to pay registration fees and fill in the profile. Ask Grads is targeting people
with proper demographics, in relevance to their location, interest in doing the work as well as
overall behavior. Its objective is to provide service to students at compatible and affordable rates
which will be provided by experienced professors or teachers.
2. Brand Campaign goal
According to the general goal of our promotion campaign, the media objective is-
awareness. The new application needs to be presented to wide audiences. Also, it is necessary to
introduce the options that this product will be providing. We are launching Ask Grads
application. Thus, our stage in conversion channel is awareness. Despite that product have
several competitors that are well known in the society, we need to introduce the advantages and
benefits of the application as compared to the others. The uniqueness of Ask Grads is its
orientation on resent graduated students. The official web site of Ask Grads has an action
position in a conversional channel. The special button will call key partners and customers to do
an action in term of registration, paying fees and creating the profile. The customers will have a
specific option where to place the job offer and where to place the description of the tasks.
Marketing objectives are helping us to provide the right direction to meet our goals. 2To place the
product on the market and present Ask Grads in front of the audience, we need to introduce this
platform both online and offline. We established our strengths and weaknesses compare to our
competitors, and our marketing objectives will fit in to our business objectives. During the first
year we would like to open around one thousand key partners’ profiles and get five hundred
customers’ job offers.
3. Targetaudiencemediaconsumptionbehavior – typeofmedia&platforms
ConsumerBarometer
2Win marketing strategy p. 1

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Based on the surveys we looked up on Googlesearch, we have found that, as presented in
the picture below, internet is the first place where people look for information. People are
digitally-heavy. And also, people entertain on internet. They find it fun, and convenient. To sum
up, internet is the best place to reach a large number of customers.
Most of the people uses search engine to make a purchase decision online. The second and third
most used online sources are on brand or retailer website.

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For offline sources,37 out of 100 percent people aged from 25 to 34 make a purchase decision
through research Engine-store (brand and retailer). About 19 percent people discuss withfamily,
friends and their colleagues, 23 percent of them discuss with other people. To sum up, the brand
that has physical store gets most peopleattention.
To be more specific, for online channel, the majority of the online users uses internet very often.
They use internet on a daily basis.

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KeyPartners (18-35)
- Access to the Internet and visit social media daily
SocialMedia

8Advertising and Promotion
KeyPartners (18-35)
- Access to the Internet and visit social media through mobile phones.
Customers (35 andover)
- From the age 35-49, they use social media through computers
- From the age 55 and over, they mostly use social media through television
Platforms
KeyPartners (18-35)
- According to the social media platforms ranking chart, Facebook is the most used.
CanadianMediaUsageTrends
1. DEVICES
- Smart Speakers are the latest new devices.

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Reference: https://iabcanada.com/research/cmust/2017 CMUST -TotalCanadaReport page 3
-Car Connectivity, Smart TV and Smart Speakers are devices with the strongest prospect for
growth. These devices are projected to be a significant source of new, incremental time spent
counts with the Internet medium.
-Magazines –With the exception of Magazines, French Canadians are heavier users of media
than theTotal Canadians.

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2.
Reference: https://iabcanada.com/research/cmust/2017 CMUST – TotalCanadaReport page 4
TV has the highest percentage of weekly reach and highest weekly minutes, around 1000- 2500
weekly minutes. Moreover, TV users who are 55 years old and older spend more time on
watching TV.
3.

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Reference: https://iabcanada.com/research/cmust/2017 CMUST – TotalCanadaReport page 3
Among all the genders, women spend more time on watching TV.
4. The communication strategy – tactics to be used
Medias Tactics
TypeofMedias
(P-O-E-M)
PublicRelation /
Online PressRelease Owned
SocialMedia SMO Owned
SocialMedia SMO Owned
Offline MetroAdvertisement Paid
Offline
College /
UniversityAdvertisement Paid
SocialMedia SponsoredPosts Paid
Offline
College /
UniversityAdvertisement Paid
OftheSpecificMedia CampaignGoal
Alwaysthesame
ConversionFunnelGoal GeneralGoal
Awareness Awareness
Awareness Awareness
Awareness Awareness
Awareness Awareness
Awareness Awareness
Awareness Awareness
Conversion Awareness