With the research finished and analyzed, Plug. is returning rejuvenated from a week-long spring break and is ready for the sprint to the end of the semester. The strategic plan is taking shape and development of our final campaign book has begun.
The team is in the process of developing five strategic tactics that will specifically target potential sponsors for the Spot.Us site. In attracting additional sponsors, Spot.Us will be able to distribute an increased number of free credits for donations from community members on the site. With this increased capacity for donations, Spot.Us will be able to support an increased number of story pitches from reporters and news organizations.
Plug. has put much consideration into developing nontraditional methods of publicity for Spot.Us. It is necessary to cater to the interests of the tech-savvy and connected audience that already participates in Spot.Us so that the existing user base can continue to grow and develop. Our strategic campaign will combine traditional and nontraditional methods, including improvements on pitches to sponsors, an interactive component that will pull traffic into the site and improvements to the site itself among other recommendations.
The campaign will be based on building anticipation around the Spot.Us brand by emphasizing the unique advertising opportunity that is involved in a Spot.Us act of engagement. Spot.Us provides hope for the new ways to reach an audience, and we would like to convey this to potential sponsors.
We’re doing a lot of work on re-branding the idea of sponsorship as a unique advertising opportunity. This will include new collateral material for you to provide to potential sponsors as well as content for the site. We’re also putting together some social media tactics focused around Twitter. An event plan is in the works (any thoughts on that–is an event something you’d be up for?) as well as, yes, some traditional advertising. The research showed that one traditional method may be helpful in reaching completely new sponsors. A print ad for industry journals is also on the way.
In addition to the five tactics, our research provided many insights that have led Plug. to develop recommendations focused around our secondary audiences, which are the news organizations or reporters that pitch stories and the community members who frequent the site.
The development of the book has Plug. more excited than ever about Spot.Us itself and the challenge that has been presented to us: facilitating the transformation of Spot.Us into a more sustainable business model.