Michael Smith - PPT Tactical Plan for the Public Relations Campaign: iPhone 8

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July 3, 2017

Mark Brady

C EO and Founder, the late Steve Jobs says, "I want to put a ding in the universe." I at this moment acknowledge that he sure made an impact on the planet earth.

The iconic Apple, a brand that has become a household name. The logo is in our minds and the spirit of the next generation. Our learning team is thrilled to be representing Apple, Inc. and to promote their newest product, the iPhone 8s, and the 8s Plus. Apple, Inc. is a worldwide phenomenon, to which, we know the company and product do not need any introductions nor campaigning but to keep their sustainability and power above the rest; it is our duty and obligations t o m arket the iPhone using various types of platforms.

Objective

Apple is one of the few brands that can put out any campaign and it succeeds. According to "Global Revenue of Apple from 2004 to 2016* (in Billion U.S. Dollars)" (2016), Apple had an incredible revenue growth of $8 billion to $180 billion from 2004 to 2014. (Patel, Neil. 2017). Despite years of criticism, Apple strategically finds a way disr ega rd the naysayers and make its way up top. Our learning team is here to help Apple, Inc. stay on top of their game by designing multiple streams of promotions.

Our goal is to divide our Public Relations team i nto three departments. The PR team will be under the same digital marketing umbrella but will structure into 1) earned media 2) paid media and 3) shared media.

Earned Media

The first form of campaigning is through shared media or earned, meaning we have the trust of Apple's loyal fans and future fans to review to give feedback, repost our advertisemen ts, or share our blogs and postin g on social media pages.

Our Shared Media PR Team will proactively be online covering all of the social media platforms (Facebook, Instagram, and Twitter) ensuring to check up on hashtags that have the interest of the Apple iPhone product. With these hashtags, we can ch eck on who is posting about the iPhone and then we can repost it. This will benefit our loyal fans because they would feel more personal due to a big company able scroll through millions and end up to read that one user. Our team will also be writing blogs about user experience. Apple is all about connecting with people. We will also have our fans write blogs about the iPhone.

Owned Media

The second type of marketing strategy is the owned media, such as, create our website we can show the new Apple iPhone 8s. Apple will already have their website, but as the PR team for them, we will have a separate and exclusive website only to promote the iPhone 8s. In our site, we can create user profiles for the fans to be a part. Inside will be Chatrooms , similar to Reddit; we will also develop options for the iPhone super users to interact with co nsumers that ne ed a "how to." Social media links will be included as well on our page.

Paid Media

The third promotional segment will be the Paid Media. This kind of campaigning is using a third party, such as Google AdWords or Facebook Ads Manager. Nothing is free, and we are glad that Apple is giving us a huge budget to work with so we can have an unlimited amount of investment towards our campaign. First, we will use Google AdWords service. The account we create on Google AdWords will use the website that we have solely to promote the new phone. Before we display the ad, we would first make sure our SEO is ready. SEO is Search Engine Optimization, and we invested a lot of money to be first on the search fields when consumers type the word "phone" our website will be the first up top. Also, in the search fields, our social media links would be one of the very first links to appear. When consumers click on the link to our website, it is up to the consumers to click, go in, and buy. Realistically, there are people who only "window shop." We would use a retargeting tool for the consumers who are not ready to buy the iPhone. In the real world, if a door Salesman knocks on our door with a product and we choose not to buy, it would be annoying to see that sales person follow us around all day. The process called Retargeting is simila,r. Once a consumer clicks on our website and even when they do not buy; our ad will appear on other sites. Our ad will go to customers' Facebook, Instagram or Twitter page and permanently increases the chance a consumer will buy in the future. It does not burden them with harassment coming from a sales person. Google AdWords will also keep a count on how many people click our link, the age range of the consumers and the geographic area where people have interest. This is like using the Facebook Ads Manager, where our ad w ou ld ap pear on every user's newsfeed t hat has in ter est s t hat we select. We have the option t o hav e th e i Ph one ad appear on every consumer out there from age, culture, geography, and keyword s.

Conclusion

If you were to promote your product on a monster size billboard at The New York Times Square, you know there would be a high chance people will take notice. There would be a high probability of people buying your product. Digital marketing accomplishes the same task but uses the power of social media instead. We must get our product in front of traffic for people to see. Using these three types’ media platforms is the best way to get informat ion on the Apple iPhone 8s into the cyber world.

References

Global revenue for Apple from 2004 to 2016* (in billion U.S. dollars). (2016). Retrieved from https://www.statista.com/statistics/265125/total-net-sales-of-apple-since-20047 Key Strategies

That You Must Learn from Apple's Marketing. (2017, February 03). Retrieved June 29, 2017, from http://neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-marketing/

Kissmetrics Blog. (n.d.). Retrieved June 29, 2017, from https://blog.kissmetrics.com/7-strategies-apple-marketing/