My Left Hook FINAL
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Transcript of My Left Hook FINAL
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Table of Contents
Overview .........................................................1-2
Client Background ...........................................3-4
Research ..........................................................5-7
Campaign Strategy ..........................................8-11
Creative Concepts ...........................................12-13
Budget .............................................................14
Evaluation ........................................................15
Resources ........................................................16
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Executive Summary
At ABLR Agency, we plan to promote Tricia Bookers, My Left Hook Blog through the Left
Clicks to Right Kicks proposal. Through various objectives and tactics we will increase
readership and generate income. Through this campaign we will target specific audiences by
using creative ideas that include social media, special events and speeches. Also, keeping in tune
with the blogger, Tricia Bookers humorous stories and attitudes we hope to gain a better
understanding of how blogs can affect many people from different backgrounds.
Agency Name
Founded in 1999, ABLR Agency is committed to delivering results-oriented public relations
services. The following names are the members of our prestigious company:
Angela Bruno
ABLRs Chief Executive Officer, created our well-known agency in 1999. Angela graduated
from the University of North Florida with a degree of Communications-Public Relations. Angela
started her career off working with the Childrens Home Society, until deciding to further her
career in agency work.
Britt Stromquist
Chief Marketing Officer, joined Angela in helping create ABLR Agency after working together
at Childrens Home Society. Britt graduated from the University of North Florida with a degree
in Communications-Public Relations.
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Lacie Normandy
ABLRs Vice President of Finance, joined ABLR in 1999 creating a finance code suitable for all
clients and staff to work with. Lacie is proficient in budgets and managing the fiscal matters of
the entire agency. Lacie graduated from the University of North Florida with a double major in
Public Relations and Finance. Lacie then went on to get her MBA in Finance at the University of
Georgia.
Rachel Billy
ABLRs Vice President of Communications, joined ABLR in 1999. Rachel loves to serve the
company in various roles such as managing special events, managing social media for the agency
and keeping up with our outstanding media relations. Rachel graduated from the University of
North Florida with a degree in Communications-Public Relations. Rachel obtained a Master of
Science in Communication at University of South Carolina.
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Client Background
My Left Hook Blog was created in 2009 by Tricia Booker, an award-winning journalist.
Booker lives in Ponte Vedra Florida with her husband who is a firefighter and her three
internationally-adopted children, two of which are from Guatemala and one from Vietnam. She
is currently a boxing instructor, part-time college professor and stay-at-home mom. Her blog is
geared towards other mothers since many of her writings focus on parenthood, adoption,
marriage, fitness and her childhood. Competitors that My Left Hook Blog faces are other blogs
that specialize in motherhood.
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Mission
At ABLR Agency, our number one priority is to assist our clients in reaching the ultimate
success and go above and beyond not only our competitors but theirs as well. ABLR strives to
make our clients our number one priority by maintaining a professional work environment, staff
and client pool. We can guarantee the ultimate success and professionalism in all endeavors our
agency makes.
Situation Analysis
The issue that My Left Hook Blog is facing is that it does not get a lot of views per day and it
doesnt generate any revenue thus far. Our goal at ABLR Agency is to promote the blog by using
various objectives and tactics that will increase the amount of views per day as well as gain
profit for our client.
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Secondary Research
One of the most successful female bloggers online is Jenny Lawson, author of The Bloggess.
According to Lawsons website, she receives 2-3 million page views per month. The internet
analytics company, Alexa, ranks her blog in the top 4,000 in the United States. Based on internet
averages, thebloggess.com is visited more frequently by females who are in the age range 35-44,
have children, are college educated and browse this site from home. Ideally, we would be able to
equip Booker with the tools necessary to take her blog to this scale of success. She shares a base
target audience with Lawson, and has similar writing style to her.
The appearance of the two blogs is very different, however. Bookers blog layout is a generic
option, and she only has a few pictures of herself and her family on theblog. Lawsons blog
layout, on the other hand, appears to be professionally made for her, and it is interesting to look
at.
Primary Research
ABLR Agency will put together a focus group to determine whether mothers are using the
Internet as a resource and what their interests are. The focus groups will consist of 10-15
females, aging from 18 to 40, living in the Jacksonville area.
1. Age?
2. Marital status?
3. Do you have kids?
4. How often do you use the internet per week?
5. How much do you use social media to gain your information?
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6. What social media sites do you currently use?
7. Do you read blogs? If so, how many?
8. What topics interest you?
All of these questions are designed to see what type of group may be most intrigued in blogs of
any sort. If it is gathered that many mothers like blogs, the research can then gather the
information of what type of social media is most often used, which topics are of interest, and the
rest of the demographics of motherhood. All of this research is crucial for our campaign to
generate revenue for Bookers My Left Hook Blog.
SWOT
Strengths
My Left Hook Blog is written by an award-winning journalist who has been published in
Notre Dame Magazine, Folio Weekly, Minnesotas Law & Politics and Vero Beach Press-
Journal. Booker loves feedback from her readers and wants to hear the kind of things readers are
wanting to hear. Booker regularly responds to comments and thoroughly converses with viewers.
However, the biggest strength Booker has to offer in her blogs is the unique style of humor and
real life anecdotes to keep the reader intrigued throughout the entire blog. There are many
mommy blogs however, Bookers spin of humor adds more interest to the readers and Booker
strives to make all stories relatable to anyone reading the blog.
Weaknesses
Currently, My Left Hook Blog only generates 100 views per day, which is a relatively
low number for the amount of views we would hope this blog would already generate. My Left
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Hook Blog also generates a very low income for the type of writing that is being done. Also,
Booker a mother of three adopted children is extremely busy, therefore Booker has a bit more of
a hard time writing blogs multiple times in days which can also be a cause of there not being
enough views per day. All of these creating a weakness in My Left Hook Blog.
Opportunities
Booker has endless opportunities, and here at ABLR Agency, it is our main goal to gain
more revenue for the blogs, especially due to Bookers expertise in writing. Bookers writing
style is hilarious and keeps readers wanting more, therefore, there is the opportunity for all
different types of mothers to be able to read the blogs. Not just the typical mommy blogs that
talk about the same exact thing with the same wording and non humor. Also, if My Left Hook
Blog gets the revenue it deserves, it can soon become a household name. Being a common
household name is the ultimate form of success due to being known everywhere or anywhere.
Threats
While My Left Hook Blog is one of a kind, it also has many competitors with similar
topics. ABLR Agency is striving to make My Left Hook Blog one of a kind. There currently is
not enough viewers for the blog, only averaging about 100 views per day is low. Too low to
create a revenue off of. Even if revenue were to be generated, it would be hard for the blog to
meet both ways because in order to increase revenue, viewers will need to be increased.
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Campaign Strategy
Overall Campaign Goal: To create a brand for Tricia Booker and her blog, My Left Hook, as well
as to increase readership and generate a profit. However, ABLR hopes to continue to have
Booker writing in her current style and not lose any readers, all while increasing her reader and
fan base.
Audience Analysis
Using the PRIZM Segmentation System we entered the zip code for Ponte Vedra and
surrounding Jacksonville locations. We found that much of this area is called Big Sky
Families. They are middle-aged families with children, a mid to upper level income, are
homeowners and enjoy being active.
Objectives/Tactics
1. Increase views to 5,000 per month. This will start on May 1, 2012 and end on December 1,
2012.
Tactic 1a: Social Media
QR codes: People can scan the barcode on their phone (if they have downloaded the free
application) and it will take them directly to her blog. The QR codes will be placed on
table tents on tables in local coffee shops and cafes, and on flyers advertising the blog
at boutiques, and other small businesses. They can also be placed electronically, on other
mommy blogs and websites. To get instant access to My Left Hook Blog, scan the QR
Code posted below. This code is easy to scan into all smartphones and able to help moms
on the go. The QR Code is so easy to use and can even offer discounts for some of Tricia
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Bookers workshop classes, kickboxing classes, and healthy lifestyle classes. The image
below is the QR Code for My Left Hook Blog website:
If a viewer has a smartphone, all the viewer has to do is download the, ScanLife
Application to access simple QR Codes. Once a viewer has the application, it is as simple
as opening it and scanning it onto the smartphone. My Left Hook Blog website will pop
up immediately.
Facebook: Booker should revamp her blogs Facebook page. She should start by
updating to the Timeline layout. This layout can be very useful with helping Booker
chronicle her childrens lives, allowing her followers to click on a year and see its
highlights. Also, she should add more photos of her family, so the readers can connect
through visualization. She should utilize the Mobile Upload feature of her smartphone,
allowing followers to see the happenings in her life in real time; readers would enjoy to
see candid moments that she experiences as a mother and a boxer. Also, her Facebook
should be a separate entity from her blog; posting links to her newest blog entries is a
very simple way for followers to access My Left Hook, but the Facebook should also
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contain shorter anecdotes, quotes and updates of her daily routine. Facebook followers
should feel like they have exclusive content not found on the blog itself.
Twitter: Bookers Twitter account is currently set up in the same general manner as her
Facebook: she tweets a link to every new blog entry, but not much else. She should
attempt to Tweet shorter ideas and thoughts about her life, along with retweeting other
well-known mommy bloggers. By connecting to these women through social media,
she has the opportunity to expand her fan base.
Objective 2. Create a source of income totalling $1,000 a month. This will start on May 1, 2012
and end on December 1, 2012
Tactic 2a
Blogging Workshops: Booker could hold workshops for writers new to the blogging
world once a week and charge $30 per person to attend. If 20 people attended, Booker
could gain $600 in gross profit for one workshop.
Healthy Lifestyle Course: Booker could teach a hybrid kickboxing and healthy living
course. Participants would be able to sign up for one or both aspects of the course. The
first hour would include physical fitness training and kickboxing lessons, and the second
hour would include cooking classes for parents who want to eat healthy and make it
appealing to their children. Booker would charge $20 per individual session, or $35 for
both aspects of the course. For ten participants opting to take both parts of the course,
Booker could gain $350 for two hours of work.
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Motivational Speaking Engagements: At ABLR Agency, we want Bookers incredible
talent to highlight her generous spirit and inspirational lifestyle. We have scheduled her
to be a keynote speaker at the National Council for Adoptions annual National Adoption
Conference. The conference is being held June 13 - 16 in Washington D.C. The Council
has agreed to pay for her airfare and hotel accommodations in exchange for her
appearances. This is an excellent opportunity for Booker to share her experiences as an
adoptive parent, as well as promote her blog.
3. Increase overall blog quality including writing and visual quality as well as reader satisfaction.
Tactic 3a
Booker should keep her writing skills sharp and social media skills updated to keep
readers interested and excited to read My Left Hook blog. She should continue to connect
with other mommy bloggers, allowing others to post guest posts on My Left Hook,
which will allow other types of writers to add variety to the blog.
Booker should post electronic surveys on her blog regarding reader satisfaction and any
feedback they may have.
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Creative Concepts
The tag line/slogan we are using for this campaign is Left Clicks to Right Kicks. This
refers to Booker being a blogger and kick boxer, as well as other various roles such as, a mother,
wife, teacher and award winning journalist. Along with this slogan we will be using a play off of
Rocky the movie for a print ad. Rocky is iconic and well known among many audiences. Its an
inspiring movie about strength that will fit great with Bookers image.
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Budget
Activity Cost/per Quantity Occurrences
in 1 month
1
month
total
cost
6
month
total
cost
Gained/Spent
Boxing
Workshops
(1 per week)
$30/person 20
people
2 $1200 $7200 Gained
Healthy
Lifestyle
Workshops
(1 per week)
$35/person 10
people
2 $700 $4200 Gained
Paper for
flyers
$.15/piece 400 1 $60 $360 Spent
Table tents
for QR codes
$.50/piece 200 1 $100 $600 Spent
Facebook Ad $1/click 500 1 $500 $3000 Spent
FB, Twitter,
QR Code
$0 1 N/A $0 $0
Gas to and
from events
$3.75/gallon 2 (round
trip)
4 $30 $180 Spent
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Evaluation
The first objective, to increase My Left Hook Blog to 5,000 views per month will be
evaluated by tracking the number of views the blog receives daily. This will be recorded from
May 1, 2012 to December 1, 2012. If the views per month are 5,000 or higher, then ABLR
Agency will have accomplished the first objective.
The second objective, to create an income of $1,000 a month, will be evaluated from May
1, 2012 to December 1, 2012 by recording the profit that Booker makes from workshops and
Facebook ads. If Booker generates $6,000 or more during this time period then ABLR Agency
will have accomplished the second objective.
The third objective, to increase the overall blog quality of My Left Hook, will be
evaluated from May 1, 2012 to December 1, 2012. Over this time period, Booker will post
surveys for readers to fill out. Questions about how easy the blog is to navigate and if the format
is easy to read will be asked. There will also be a section where readers can say what they like or
dont like about the blog. Other things to help evaluate this objective would be if there was
increased followers on Facebook and Twitter as well as the reader interaction on the blog.
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