Embark_9x7Planbook

Instagram Post Example

Instagram is owned by Facebook and could also
be a valuable tool for PUSH. Instagram is a pho-
to sharing app, so using the photos and graphics
from the Facebook and Twitter pages would create
a more cohesive brand image. Having an
Instagram account could be extremely helpful, as
many potential and current customers may look
up the brand on all social media sites to see what
PUSH is doing currently.

This is the perfect channel to share infographics
and photos. Since video is a trend in digital
consumption that is not going anywhere, this is a
great platform to post videos to help consumers
learn more about the PUSH brand. This is also a
great place to post photos of trade show booths
and conference materials to let attendees know
where you are if they want to come talk with you.

summary situation research consumer big idea tactics ? 51
Push .indd 51
appendix team
4/30/18 5:41 PM

Traditional Media Plan

We also have a traditional plan to go hand-in- Booth
hand with the digital plan. This focuses on word of
mouth, much like the current marketing but with a
few additions to make it even more successful. We
suggest setting up a booth at journalism
tradeshow, as over 15% of survey participants cite
that as an important way to get new information.

Attending these events can be advertised on your
social channels, bringing together the traditional
and digital media plans to make the brand more
cohesive.

We suggest attending the Online News
Association conference this fall. ONA focuses on
digital journalism and those in attendance will be
the perfect target market since they are looking
for digitla solutions. ONA also has specific booth
prices for start-ups. For just $300 a day, you can
have a booth and have the potential to reach the
10,000 attendees.

Included here is an idea of what the booth could
look like, a trifold for the booth with talking points
and a flyer for people to take with them that has
specific selling points and links to social media.

52 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 52 appendix

Trifold Flyer

summary situation research consumer big idea tactics ? 53
Push .indd 53
appendix team
4/30/18 5:41 PM

Media Kit

Overview Blog Contacts

The PUSH Media Kit is intended to secure public These contacts are intended for the targeting the
relations placements on a variety of media spaces that the Interested Independents. Each of
platforms dedicated to disseminating information these 20 hand selected blogs have at least 5,000
about industry best-practices and journalism tech followers.
developments. To send the media kit to these blogs, simply send
Interested Independents and Status Quo Sticklers the PUSH Email Pitch to any of the emails
will receive the same information. However, each listed. The link to the kit is embedded in the email
kit will be accompanied by a list of target through MyMediaRoom.com.
market-specific contacts to whom the kits will be 1. https://davidhiggerson.wordpress.com, David
sent. Infographics in the kit put PUSH measurables Higgerson
in units all journalists are familiar with, like the cost 2. https://www.onemanandhisblog.com, One Man
of an ink cartridge or office chair, making the and His Blog
content relatable to the reader. The graphic 3. http://newsosaur.blogspot.co.uk, Reflections of
elements could also be repurposed for use on a Newsosaur
social pages. 4. http://blog.webjournalist.org/tag/apps/, Web
The following pages and images are the Journalist Blog
deliverables of the media kit. 5. https://alisongow.com, Headlines and Deadlines
6. http://jackofkent.com, Jack of Kent
7. http://blog.digidave.org, DigiDave
8. https://authenticstorytelling.net, The Authentic
Storytelling Project
9. http://www.howtostory.be, How to Story
10. http://jonslattery.blogspot.co.uk, Jon Slattery

54 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 54 appendix

11. https://www.jacklail.com/, Jack Lail Trade Publication Contacts
12. http://www.wordyard.com/, Word Yard
13. http://jimromenesko.com, Jim Romenesko These publications are intended to be used to
11. https://www.jacklail.com/, Jack Lail reach the Statue Quo Stickler. This market is best
12. http://www.wordyard.com/, Word Yard reached through traditional media.
13. http://jimromenesko.com, Jim Romenesko Each of these magazines have a reach of at least
14. http://newspaperdeathwatch.com/about-2/, 30,000 per issue. To send the media kit to these
Newspaper Death Watch publications, send the PUSH Email Pitch to emails
15. http://www.davidmcclelland.co.uk, David Mc- listed. The link to the kit is embedded in the email
Clelland through MyMediaRoom.com
16. http://scripting.com, Scripting News 1. Columbia Journalism Review: [email protected]
17. https://joymayer.com, Joy Mayer 2. Editor and Publisher Magazine: post through
18. http://pressthink.org, Press Think this webpage: https://www.editorandpublisher.
19. http://blog.journalistics.com, Journalistics com/contact-us/
3. Nieman Journalism Lab: [email protected]
@20. https://cjrogers.com, Charlie Rogers 4. Media Shift: [email protected]
5. Extra!: The Magazine of FAIR - the Media Watch
Group: [email protected]

summary situation research consumer big idea tactics ? 55
Push .indd 55
appendix team
4/30/18 5:41 PM

Email Pitch

TO: Name of Reporter at Journalism Trade Journal For only $30-$100 a month small-scale news
or Blog organizations can have a functioning mobile
FM: Name of Sender content distribution system in a matter of 2-3 days
DT: Today’s Date instead of paying $30,000 for an app that will take
Dear insert Name of Reporter at Journalism Trade 4-6 months to develop.
Journal or Blogger here,
Below you will find a link to our downloadable
Given your publication’s interest in covering media kit detailing the impact of PUSH
journalism tech start-ups and their implications on throughout Eastern Europe and the world.
industry best practices, I wanted to reach out to
you about an up-and-coming project called PUSH. I hope you will consider sharing this news with
PUSH makes it possible for cash-strapped your readership. Please contact me with any
small-scale news organizations to combat the questions you may have.
universal issues of reduced staff sizes and the need
for technological innovation in the digital age Thank you,
through the development of a mobile app. Name of Sender
PUSH is a customizable coding bundle equipped On Behalf of PUSH
with anti-censorship technology that makes it pos- Phone Number of Sender
sible for journalists to deploy their content in parts Email Address of Sender
of the world facing even the harshest restrictions
on freedom of the press. LINK TO THE MYMEDIAROOM.COM ACCOUNT
HERE

56 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 56 appendix

MyMediaRoom Explanation

MyMediaRoom is a content management system
specifically for hosting media kits. It is even simpler
to use than WordPress and themes are completely
customizable to your brand standards.
It can host press releases and other text
documents, image galleries, social media links,
updated social feeds, contact lists and any needed
links.

Recent activity appears in a feed on the home
screen. All other information is accessible through
the sidebar panel.
All content is formatted according the themes of
the site and the back-end of the site can be
navigated through easily.

summary situation research consumer big idea tactics ? 57
Push .indd 57
appendix team
4/30/18 5:41 PM

Press Release

The included press release focuses on the reason
that PUSH was created and how it is helping
journalists in Eastern Europe reach audiences
despite not having freedom of the press.
It then shifts focus to how PUSH can help small
and niche news organizations in America that may
not have the resources to build an app. The press
release states the price difference between PUSH
and the usual way of developing an app.
At the end of the release is a boilerplate that
explains more about PUSH and the comany itself.

58 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 58 appendix

Bio Backgrounder Guess went on to become an International Center
for Journalists Knight Fellow with the Organized
The media kit will also include a bio backgrounder Crime and Corruption Reporting Project, an
on Christopher Guess to give publications more investigative reporting platform with a network
information on the founder himself and his reason spanning Europe, Africa, Asia, and Latin America.
for creating PUSH. During this time he began developing PUSH, an
open-source code for mobile news apps. “A
During his 32 years, PUSH founder and develop- colleague was asking about an app. I looked
er Christopher Guess has expanded his scope of around for something like PUSH and realized there
influence far beyond his original Wisconsin roots. was nothing like it. So, I decided to make it,”
Guess said.
After completing a bachelor’s degree in sociology Guess is currently a Residential Fellow at the
at the University of Wisconsin-Madison in 2008, Reynolds Journalism Institute at the University of
Guess spent many years working as a freelance Missouri.
journalist abroad in regions including Spain and
East Africa, among others.

He later lived in New York City where he
co-founded several tech start-ups, worked as the
chief operating officer for a disaster relief
communications system, and was a consultant for
the Field Innovation Team.

summary situation research consumer big idea tactics ? 59
Push .indd 59
appendix team
4/30/18 5:41 PM

Media Kit Cover How PUSH Works

60 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 60 appendix

PUSH Presence in Eastern Europe Inside a PUSH App

summary situation research consumer big idea tactics ? 61
Push .indd 61
appendix team
4/30/18 5:41 PM

PUSH Numbers PUSH FAQs

62 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 62 appendix

Sales Kit

The PUSH Sales Kit is intended to be a useful PUSH Projects
companion in sales pitches to small-scale news
organizations. The information provided will
simultaneously guide the presenter and provide
visual aids to the potential client.

The Sales Kit is stocked with a variety of digestible
content components covering the ins and outs of
the PUSH ecosystem and its value to
small-scale news organizations. A copy of the
Sales Kit should be printed off, without the talking
points, and left for review with the potential client
at the conclusion of the meeting.The Sales Kit uses
first person language when referring to the
potential client, effectively encouraging them to
visualize themselves already using and benefitting
from the product.

The following pages contain the deliverables of
the sales kit.

summary situation research consumer big idea tactics ? 63
Push .indd 63
appendix team
4/30/18 5:41 PM

Your Questions Answered PUSH Infographic

64 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 64 appendix

PUSH By The Numbers Inside a PUSH App

summary situation research consumer big idea tactics ? 65
Push .indd 65
appendix team
4/30/18 5:41 PM

Sales Pitch Talking Points

Included in the Sales Kit are talking points to be
used when discussing PUSH with a potential client
to help answer their questions and give them more
information on PUSH.
Topics covered include how PUSH works, the
logistics, technical questions, successful PUSH
projects and conclusion talking points as well as
giving pointers as to which sales kit materials to
reference in each section.

66 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 66 appendix

Budget Budget Breakdown

With a budget of $5,000, all of the above can be 26% ONA Booth
accomplished and executed successfully to build 74% Programmtic
brand awareness.
We suggest alloting $1,300 to the ONA Start Up Advertising
Alley booth. This allows $300 for the booth set up
with money left over for getting a branded table-
cloth, printing pamphlets, creating the trifold and
any other miscellaneous costs.
The rest of the budget should go toward
programmatic advertising. This comes out to
spending $300 a month, roughly $10 a day.
Facebook estimates that you could gain 55 million
impressions within the target market using the
lowest cst bidding strategy.
For programmatic advertising, we suggest setting
up a cost per click system. This way you are only
charged when someone clicks on the ad and goes
to your website. This ensures that you are only
paying for engagements with your brand, not just
views.

summary situation research consumer big idea tactics ? 67
Push .indd 67
appendix team
4/30/18 5:41 PM

Push .indd 68 4/30/18 5:41 PM

Appendix

Push .indd 69 4/30/18 5:41 PM

Situation Analysis Research

1. Weissman, C. G. (2018, March 08). Chances 1. Mobile Fact Sheet. (2018, February 05).
are you’re spending 24% less time on Retrieved from http://www.pewinternet.org/
Facebook. Retrieved from https://www.fast fact-sheet/mobile/
company.com/40541656/chances-are-
youre- spending-24-less-time-on-facebook 2. Mintel. (2016). “Mobile Apps—US---October
2016.” Retrieved from Mintel Reports
2. ShoutEm – Mobile App Creator. (n.d.). Retrieved database.
from http://www.shoutem.com/
3. eMarketer Pro. (2018). “Smartphone News App
Users.” Retrieved from https://numbers-
3. Create a free website or blog. (n.d.). Retrieved na1.emarketer.com/584b26021403070290f9
from https://wordpress.com/ 3a2a/5851918a0626310a2c186a56

4. Mintel. (2015). “Staying Informed - How You Get
The News - US - December 2015.”
Retrieved from: http://academic.mintel.
com.proxy.mul.missouri.edu/dis-
play/717038/

5. Mintel. (2018). “Slow News Day.” Retrieved
from: http://academic.mintel.com.
proxy.mul.missouri.edu/trends/#/observa-
tion/881343?highlight

70 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 70 appendix

6. eMarketer Pro. (2017). “US Internet Users Who 10. Frost and Sullivan. “Mobile Workforce Apps
Agree That There Is A Lot Of Fake News in North America.” (Oct. 2017).Retrieved
On Brand Vs. Social Media Platforms, By from: https://cds.frost.com/p/51019/#!/ppt/
Age, Oct. 2017.” Retrieved from: http://to- c?id=9ABE-00-33-00-00&hq=app%20devl-
talaccess.emarketer.com/chart.aspx- opment
?r=215129&ipauth=y
7. Mintel. (2010). “Paid-For vs Free – Consumer
Attitudes to Pricing In Media And Music.”
Retrieved from: http://academic.mintel.
com.proxy.mul.missouri.edu/dis-
play/480755/

8. eMarketer Pro. (June 2017). “Technology
Priorities According to Marketers
Worldwide, 2016 & 2017.” Retrieved from:
http://totalaccess.emarketer.com/chart.
aspx?r=209161

9. Mintel. (2015). “Staying Informed - How You Get
The News - US - December 2015.”
Retrieved from: http://academic.mintel.
com.proxy.mul.missouri.edu/dis-
play/717038/

summary situation research consumer big idea tactics ? 71
Push .indd 71
appendix team
4/30/18 5:41 PM

Photos

Retrieved from http://www.facebook.com/ Raw Pixel. (n.d.). Adult Chill Computer
Retrieved from http://www.github.com/ Connection [Digital image]. Retrieved April
AdParlor. (n.d.). Ad Mockup Generator. Retrieved 3, 2018, from https://www.pexels.com/pho-
April 14, 2018, from http://admocks.adpar- to/adult-chill-computer-connection-450271/
lor.com/#twitter/tweet/image Raw Pixel. (n.d.). Adult Chill Computer
Galau.me. (2015). Build Fake FB Chat & Status, Connection [Digital image]. Retrieved April
Twitter Tweet. Retrieved April 14, 2018, 3, 2018, from https://www.pexels.com/pho-
from http://galau.me/?twitter_tweet to/adult-chill-computer-connection-450271/
Matthews, D. (2013, September 3). Photoshop Photos on section headers from UnSplash
Template for Facebook [PSD]. Drew These do not need attribution when used
Matthews. as this is a royalty free photography
Picography. (n.d.). Blog Blogger Blogging Cup website.
[Digital image]. Retrieved April 3, 2018,
from https://www.pexels.com/photo/blog-
blogger-blogging-cup-4458/

Pixabay. (n.d.). Apple Laptop Notebook Office
[Digital image]. Retrieved April 3, 2018,
from https://www.pexels.com/photo/ap-
ple-laptop-notebook-office-39284/

72 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 72 appendix

Push .indd 73 4/30/18 5:41 PM

Push .indd 74 4/30/18 5:41 PM

Meet the team

Push .indd 75 4/30/18 5:41 PM

76 situation research consumer big idea tactics ? team
summary 4/30/18 5:41 PM
Push .indd 76 appendix

Kendahl Brier Tyler Small Rachel Beren Hope Watson
Milwaukee, Wisconsin Libertyville, IL Overland Park, KS Jefferson City, MO
Account Executive Account Planner Researcher Public Relations

Jessican Brown Tera Havey Haley Hodges
St. Louis, MO LaGrange, IL Harrison, AR
Media Planner Copy Writer Graphic Designer

summary situation research consumer big idea tactics ? 77
Push .indd 77
appendix team
4/30/18 5:41 PM

Push .indd 78 4/30/18 5:41 PM

Push .indd 79 4/30/18 5:41 PM

Embark

Push .indd 80 4/30/18 5:41 PM