Semester Long Branding and Positioning Project
- 2. Your Snapchat Story • Snapchat was created by three Stanford Students: - Evan Spiegel - Co-founder: Bobby Murphy - Developer: Reggie Brown - Originally named “Picaboo”, in July 2011 the app was launched and changed its name to Snapchat. - Allows its users to take photos, record videos, add text and drawings and send them to a controlled list of recipients, known as “snaps.” - Snapchat gives users the opportunity of instead of capturing the perfect moment to post on Facebook or acquiring the “Instagram worthy” post; Snapchat offers great flexibility.
- 4. What does Snapchat stand for? • Staying in- touch with the world Brand Personality If Snapchat was a person it would be Casper the Friendly Ghost. Casper portrays Snapchat perfectly because he embodies everything that Snapchat is. Being the mobile app that is used to connect with friends on a personal and friendly level, but also is transparent because pictures disappear after a maximum of 10 seconds.
- 5. Competitive Map 1.Snapchat (Our Brand) 2.Instagram 3.Twitter 4.Facebook 5.YouTube 6.Amazon 7.Pinterest 8.Skype 9.Chegg 10.Netflix 11.Pandora 12.LinkedIn
- 6. Snapchat Positioning Statement To modern day millenials sending a quick message or snap for all or one to see. Snapchat is the only brand of social media that shares memories as they happen and disappear as they end.
- 7. Target Description • Snapchat’s original target consumer is millennials aged 13-24 and has grown to a user base of over 100 million user’s world wide. That target has stayed consistent, and seen steady growth throughout the years. • We see no reason to change the target segment
- 8. Pricing Strategy How its monetized: • Snapchat offers space for advertisements for major companies • Snapchat has introduced SnapCash, partnering with Square Cash • Snapchat has offered a new idea of charging .99 cents for reviewing the past three snaps they viewed
- 9. Distribution Situation/ Strategy Most Often: 1. Snapchat 2. Instagram 3. Twitter 4. Facebook Regularly Used: 5. Youtube 6. Pinterest 7. LinkedIn 8. Netflix 9. Pandora Occasionally Used: 10. Amazon 11. Chegg 12. Skype • Snapchat is in the center of the circle, because it has daily consumer usage. • Snapchat is currently in the “most often” used circle, which is located in the center. • Snapchat is currently at 8.796 “snaps” per second as of July 2015. • In order to increase multiple times daily use within the center we will increase phone notifications to users. This will include notifications when friends post pictures, and send users Snapchats.
- 10. Advertising Objective: To increase the number of Snapchat Users Target: Young adults/ Millennial who know about Snapchat, but aren’t engaged with the app I enjoy sending videos and photos to friends that disappear after a few seconds. I wish I could share with my friends my memories that aren’t public for the world to see. • Snapchat • My Moments • Shared Momentarily Snapchat has created a way for me to share my stories with who I want and disappear when I want. I appreciate Snapchat giving me my privacy back Think Now, Do Now Differentiating Proposition (USP) Think In Future / Do In Future Strategic Map
- 11. Communication Situation • Media to be used: - TV: Millenials spend on average over 2 hours a day watching TV. - Billboard: Millenials drive to and from school or work everyday - Internet: 73% of Millenials shop online - Print: We will not use Print ads, because most millennial are reading their news, and magazines through phone apps, and the internet. • Snapchat will create TV, Billboard, and Internet.
- 12. Snapchat Promotions • Goal 1: Generate usage How: Snapchat will offer customers a chance to have their own personal snaps shown to the rest of the world on the Snapchat Story wall to earn a score, those who earn the highest score will win a vacation. Why : To get their image out there & to win their free vacation Snapchat is offering. • Goal 2: Generate usage and build brand reputation How: Snapchat will offer users a chance to promote one out of three charity’s which include: A Visionary charity, An Educational charity, and A Nationwide charity. For every snap 15 cents will be donated to the charity of choosing. Why: For Snapchat to show users how they care about promoting and supporting a charity, also to support their users.