CAMPAIGN PITCHAMSTERDAM ADBLOG

The Capital of Advertising

Ayla AldersNiels MerkxJonas BarreLaura BeersMaximilian BartschtJanneke Baarda

• Problem Statement• Brief Goals • Fine-tune Business Model • Target Audience• Campaign Goals• Campaign Overview• I. Video Strategy

2. Battle of the Brightest

Content

Problem Statement

ADsterdam wants to grow…not very clear in which

direction.

No clear future plans - Address niche market? - Expend to European market? - How to position AAB?- How to make more revenue?

1. to grow, mainly along three dimensions:- visitors- content

- revenue

2. international growth through ‘European Ad’ blog addressing ‘location-based’ content

Brief Goals

Fine-Tuned Business Model

What you want is not necessarily what you need.

The double focus seems incongruent

Tap into the vibrant atmosphere of Amsterdam

Amsterdam-based professionals central to the platform

TaFine-Tuned Business Model

Core Aspects 1. User-generated content

2. Networking possibilities

3. Job vacancies

Focus on attracting a national as well as an international audience, sharing the passion for

advertising.

Target Audience

Primary Target Group: advertising professionals in Amsterdam

Secondary Target Group: internationals

Current Behaviour Needs Change

• Short Term Behavioural Change Actively Engage Situated Creativity

• Long Term behavioural ChangeCommunity Creation

Campaign Goals

Increase Traffic Brand Awareness

Increase Content User-Generated

Enhance Revenues Job Vacancies

Campaign Overview Phase 1: Video Series

Goal: Increase Awareness & Traffic

Video idea: Narcotics

Campaign Overview

Campaign Overview Phase 2: Battle of the Brightest

Goals:

Short-term: Increase Interactivity

Long-term: Increase revenues

Campaign Overview Phase 3: The Contest

Goals:

Judge people on what they can do, instead of what they say they can do

Campaign Overview Phase 4: Retention

Goals:

Maintain interactivity and sustained interest

Evaluation using the SMART goals (e.g. visitors, revenue, user-generated content)

ConclusionElimination of the European ad blog idea and contradictory expectations

Instead, growth strategy that leverages on existing core competencies to meet the desired outcome