My New Mind Map

1. Goal The goal of this campaign is to bring awareness and introduction of the GoPro Hero 3 to an expanded target market to 12-14 year-olds. The administration, faculty and parents will be introduced to the camera and how to use it, again expanding the demographic.

2. Target Audience List your three primary audiences, those whom you want to impact through this plan. • Boys and Girls who are in 7th and 8th grade, between the ages of 12–14 years of age. • Faculty and administrations of the selected schools participating in the contest • Family, friends and supporters of the students and visitors to GoPro.com

3. Key Messages • The GoPro Hero 3 is easy and fun to operate • Document the lives of these 7th and 8th graders for the purpose of sharing online and to introduce the GoPro line to parents. • Position GoPro as a tool for learning, creativity and development to a younger, but tech savvy demographic who have the most potential to use the GoPro products as they grow.

4. Objectives • Introduce GoPro3 Hero to a younger generation to increase awareness and generate new users. • Identify 25 middle schools in the United States that are progressive with technology and provide 12 units of the GoPro Hero 3 Black edition to each seventh and eighth grade class in identified schools • Create a competition for the best videos posted on the GoPro YouTue channel by 7th and 8th grade students of the school who choose to participate to educate, engage and inspire creativity. Additionally, since the competition corresponds with school and end-of-year, students may be inclined to ask for the product for the holiday season gifts • Simultaneously, introducing the GoPro Hero 3 to faculty, administration, family and friends of the schools. • Parents, family and friends of the students will vote, in addition to general visitors to GoPro.com for Top 12 videos of Boys submission and Top 12 Girls submissions. Increase website traffic and visibility of product and interactive social media outlets.

5. Strategies 1. Identify middle schools in the US (both public and private) who are specialize or are progressive with technology and creativity are most likely to be able to utilize GoPro product line for educational purposes. a. Utilize government databases for top ranking schools of technology – i. Identify top 50 middle schools with this criteria 2. Introduce the Go GoPro Hero 3 campaign/contest to administrators, principals and teachers of these schools. a. Roll out of 2 weeks at the beginning of the new school year. Contest to end at the end of the year with winners announced in early spring (time needed over breaks for online voting) b. Once top 25 schools to participate have been selected, providing a maximum of 24 cameras per school to be divided between the 7th and 8th grades.

6. Tactics Briefly describe the specific action items (tactics) you will take to support your strategies and meet your objectives. Each should include a deadline and cost estimate. [Tactic 1] Research educational database for top ranking schools of technology – 2 weeks $1500 [Tactic 2] Create contest overview, guidelines and rules – 4 weeks a. Create collateral and printed materials 6 weeks $6000 i. Development of contest brand identity [Tactic 3] Distribution of the GoPro HERO3 - Black Edition Action Bundle is an estimated retail value of $10,000 per school. (Schools will be able to keep the cameras for future middle school classes to utilize.) [Tactic 4] Creation of a webpage to feature the video submissions by each school and the ability to vote for the video of choice – 6 weeks $15,000 b. Provide links to videos demonstrating use of the camera and accessories for teachers and students to view. [Tactic 5] Social media campaign schedule to announce contest, track progress, introduce schools/students to keep excitement and motivation up during long contest timeframe.