THE SKIMMUGA TARGETED STRATEGY
MARKETING PLAN
A shortened version of that long, long, I mean really long plan
By: Alexandra Holzworth
UGA SKIMM’BASSADOR
SOCIAL MEDIA CAMPAIGN
 Target Market
• Female College Students ages 18-25
• & maybe their mamas?
 Goals
• Reader Acquisition
• Brand Visibility
 Objectives
• To increase subscription among
college females ages 18-25 by 10%
• To increase followers by 400-500
across social media outlets
STRATEGIES
 Vine
• Creating a UGA Skimm’bassador run vine
• Micro-shooting short newscasts of big stories in Athens, Atlanta and
other parts of Georgia
• Promoting theSkimm and Skimm social media everywhere possible
 Twitter
• #SmallTownSaturday, #SmallTownStories
• Skimm’rs tweet the their towns’ best news every week for 2 months
• Winner=Reward
OTHER SOCIAL MEDIA
OPPORTUNITIES
 Instachat
• Connect Skimm’rs that follow theSkimm’s Insta
 Snapchat Story
• Make a Snapchat Story of pictures related to Daily Skimm news or
even the #SmallTownStories. Ask users to Tweet pics w/ story
 Google +
• Share articles related to the Daily Skimm on Skimm Google+ accout
• Could update UGA students about Campus Events w/ G+ Events
PHYSICAL CAMPUS
PRESENCE
 Events
• Skimm booth @ UGA Grady College’s
Journalism and Mass Communication
Career Fair
• G+ Calendar of UGA Campus events
Skimm’rs might dig
 Flyers
• In the Journalism Building, Caldwell Hall,
the bathrooms, downtown, Pauley’s
Crepe Bar- everywhere
• Advertise on busses when student s are
bored on their way to class
• STICKERS!
• Campus Promotions Guide
PHYSICAL CAMPUS
PRESENCE
 Student Center
• Lots of promo in Tate Plaza!
• Miller Learning Center- pre-class announcements
 Dorm Visit
• Flyers in Dorms (Honors, Upperclassmen, Freshman)
• Information Card on tables in UGA Dining Halls- why eat alone in
between classes when you could eat with theSkimm?
ACADEMIC
ORGANIZATIONS
 Academic Department
• Journalism/Communications professors suggesting students subscribe to
theSkimm (teachers <3 giving extra credit)
• Grady College & Franklin College Listeservs!
 Career Services
• UGA Career Center suggesting students subscribe to theSkimm to brush
up on news for job/internship interviews
 Pre-professional Student Group
• AdClub Partnership
• UNCA/Lamdba Pi Eta Partnership
• Pi Sigma Epsilon Marketing and Sales Fraternity Partnership
CAMPUS SOCIAL SCENES
 Greek Life
• Sorority Subscription Contest
•
•
Ask every sorority’s president to
subscribe/forward one Daily Skimm to
sorority listerv
Sorority with the most new subscriptionsWINS!
• Parents Weekend Subscription Contest
•
•
Send out one Daily Skimm to all Kappa
Kappa Gamma moms!
Surprise @ Parent’s Weekend if they all
subscribe!
 Sporting Events
• Promo @ UGA Gym Dogs Meets!
PUBLICATIONS
 Local or student-run magazine profile
• Get The Red & Black to do a story!
• Get involved with UGA’s Student Government Association
Collegiate Readership Program
• Get WUGA-TV’s NewsSource newscast to feature theSkimm!
= Newsstand
UGA ORGANIZATIONS
 Partner with UGA Habitat for Humanity Chapter on Sustainability
Project
 Create one of these Skimm Style– only have it be empty
• Advertise theSkimm/H4H goal to minimize internet/environmental
pollution
BIG IDEAS
 World
• Pinpoint on an interactive map where Daily Skimm stories took
place!
 Picture teases
• Pictures- no explanations illustrating news in the Daily Skimm!
 Different logo for male subscribers
• Eh, maybe not.
GIRL POWER!