3. P R E S E N T E D B Y:
CODY JUE
E L E N A TA R C H I
GEORGIA DIXON
LEE DORAN
VERONICA DEL ROSARIO
4. Wiggio is a collaborative software applica-
tion geared towards young adults who often work in
EXECUTIVE
some kind of group, be it academic, athletic, or
artistic. With over a million users, Wiggio is growing
fast and there is ample opportunity for further
SUMMARY expansion and eventually, significant revenue.
While collaborative software is a competitive market,
Wiggio offers many features on one single platform,
while other applications often only offer one or two.
Wiggio can differentiate itself using by becoming a
platform that promotes personal productivity.
Communication efforts will emphasize the conve-
nience of having all organizational tools in one place
and focus on making things easier for the individuals
within a group rather than solely the group as
a whole.
By encouraging the current target audience, college
students, to utilize useful features (e.g., task list,
calendar, planner) regularly, Wiggio will ideally be-
come a necessity, leading to user loyalty within all
academic projects, and ultimately, user loyalty for all
personal and collaborative work.
2
4
5. Executive Summary 2
Company Analysis 4
Market Analysis 5
Competitive Analysis 6-7
Problems + Opportunities
Consumer Insights
8
9
TA B L E O F
Target Audience 10 CONTENTS
Target Profiles 11-12
Campaign Theme 13
Branding 14-15
Brand Essence 16
Positioning Strategy 17
Campaign Objectives 18
Interface Design 19-21
Tactics 22-27
Budget 28
Campaign Timeline 29
Control + Evaluation 30
Campaign Extension 31
Works Cited + Promotional Contacts 32
3
5
6. Wiggio was founded in 2008 by three Cornell
graduates, including CEO Dana Lampert. Launched SITUATIONAL ANALYSIS
C O M PA N Y
as a tool to make it easier for college students to
work in groups, the company has continued to
focus their efforts on reaching out to college stu-
dents. Wiggio primarily relies on grants and other
outside funding, while they do gain some income A N A LY S I S
from their paid premium version. The start-up re-
mains a small working team of eight individuals.
In April of 2012, Wiggio reached a 1 million user
milestone. From this point forward, they hope to
continue gaining more users while retaining the us- MISSION
ers that are currently signed up for their service. To make it easy for people to work in groups.
While Wiggio floats in an ocean occupied by larger IDENTITY
brands such as Google Docs, they strive to differ- “A young, fun brand that is the opposite of
entiate themselves through their intimate connec- enterprise software.”
tion with college students. They reach out to them
through social media, promotions, and events. They SIZE
aim to create a distinct community for their users. An 8-person team
OFFERINGS
Free collaboration software, paid premium service
for larger companies
4
6
7. SITUATIONAL ANALYSIS
MARKET
A N A LY S I S
The collaborative software market is expected to grow to nearly $20 billion by 2015. With a projected growth
of 10.4%, the industry continues to grow since its inception in the early 1990s. Because the barriers to entry into the
market are so low, there is a long list of companies that provide collaboration services. The market leaders tend to be
outside the direct competition of Wiggio, as they are larger, long established companies such as IBM and Microsoft.
Collaboration software is internet based and trends tend to focus around the latest means of connecting. Wheth-
er it’s adding a video chatting feature, or allowing users to upload documents to a cloud, collaboration software is all
about enabling the latest technological capabilities.
According to a 2010 survey conducted by MarketsandMarkets, 55% of CIOs planned to invest in collaboration
and social networking to increase their company’s competitiveness.
5
7
8. BASECAMP
Key Benefits They Position Themselves
Around
• “Trusted by millions, Basecamp is the leading web-
based project management and collaboration tool.
To-dos, files, messages, schedules, and milestones.”
• Encompasses all aspects of collaborative software
SITUATIONAL ANALYSIS
and is the best at what they do
COMPETITIVE Current and Future Success Factors
A N A LY S I S
• Integration with 37signals’ Campfire software (e.g
online chat service)
• “97% of customers recommend basecamp”
• Many customer testimonials on website from people
at established companies (e.g. Happy Cog, Etsy)
• Has expanded to users in 180 countries
• 2012 complete website redesign: Modern, sleek look
Strengths
• Already established company (37signals)
• Very organized website that really sells the product
• Many interactive features (e.g. desktop add-ons)
• Large Twitter following (over 76,000 followers)
• Available in 15 different languages
Weaknesses
• More business oriented
• No free options- priced by number of groups
(10 Projects= 3GB, $20/month
Unlimited Storage= 100GB $150/month)
• No Facebook presence for specific product, only for
company: Reaching an older demographic
6
8
9. FACEBOOK GROUPS GOOGLE DOCS
Key Benefits They Position Themselves Key Benefits They Position Themselves
Around Around
• “Create a private space” • “Create and share your work online and access
• A Better alternative for communication and sharing your documents from anywhere.”
in groups than the public Facebook wall • Accessibility and variety
Current and Future Success Factors Current and Future Success Factors
• Expansion of group features (to include group chat, • Ability to create and collaborate on a variety of
group files and docs) platforms: Documents, spreadsheets, presenta
• Recent launch of ‘School Groups’ tions, drawings, forms, tables
• Group pages layout redesign • Launch of Google Drive: “Open over 30 file types
• Recent launch of ‘School Groups’ with many right in your browser—including HD video, Adobe
categories and sub divisions to easily find and post Illustrator and Photoshop—even if you don’t have
information (e.g. Internships within the Class of the program installed on your computer.”
2012) • Large file sharing: “Keep everything, share
anything”
Strengths
• Already 800 million Facebook users and counting Strengths
• New feature launches are advertised directly in the • Already integrated with Google software; Over 350
layout of Facebook to make it easy and alluring for million active Gmail Users
users to join groups • Documents can be exported to Microsoft Word or
Powerpoint
Weaknesses • Very simple and quick to set up documents
• Groups do not expand past sharing links, videos, • Available in 53 different languages
and photos: There is no phone integration or virtual
group meetings capabilities Weaknesses
• Many users are weary to share their information in • Formatting does not translate to Keynote, Word
groups because of Facebook’s privacy policy and etc. when downloaded
think it is not truly private: It is seen as more of a • Becoming more exclusive to Google web browsers
strictly social platform rather than for academic or (Chrome)
business use
7
9
10. PROBLEMS+
OPPORTUNITIES
PROBLEMS OPPORTUNITIES
Software functionality issues • • Range of other tools that can be highlighted
Lack of softwares that competitors have • • Reach out to target that currently isn’t being
Little promotion of range of tools • addressed but that merges with their current
Other than “working in groups” tools • target; start-ups
User retention • • Located in a city with over 250,000 college
students
• Unique and youthful personality
8
10
11. • 80% of users are college students
• Ages 18-22, no specific demographic data
• These students tend to be concentrated at certain
schools
How do they think about the product?
• Many are unaware of the brand
CONSUMER
• Because of alternate services that
offer similar benefits (though possibly not all
together), consumers may not
appreciate the comprehensive benefits Wiggio
offers INSIGHTS
How do they feel about the product?
• The product category of collaborative software is
seldom thought of unless needed
• Though Wiggio offers an extensive, free service,
many consumers would VALUES, BELIEFS, AND MOTIVATIONS
likely stay with brands and services they are OF THE TARGET AUDIENCE
more familiar with
• Wiggio aims to have a fun, edgy brand personal- College students value brands that are going to
ity but it may not be clear to take care of them. They are extremely loyal to their
consumers. brands, and want to associate themselves with
brands that match their personality. They trust
How do they use the product? their friends and reference groups in what they use
• Consumers use Wiggio to effectively work with for products, so word-of-mouth is very effective in
groups and share files getting them to try something new.
• It is especially useful for those with multiple
groups/organizations/teams to keep track of
• There is a paid service for larger groups and
organizations
• Many users use Wiggio only once for one project
then cease use of the service
9
11
12. The current primary target audience is
college students. They comprise 80% of Wiggio’s
users, and the company hopes to gain more through
this campaign. Some of their basic characteristics
are: TA R G E T
•
•
Ages 18-24
Belong to a variety of groups:
AUDIENCE
• Sports
• Organizations
• Greek life
• Friends
• Hobbies
• Trips
• Strong word-of-mouth capabilities
• Strong reference groups
They are, in short,
Our new target, while still college students, are a outrageously busy
people.
very specific breed of driven adolescents and young
adults for whom it is imperative to be well-organized.
They are extremely involved community leaders
with multiple classes, but their collaborative lives
don’t stop there. They also take part in numerous
activities, internships, jobs, and thus, have heaps of
responsibilities.
10
12
13. HI, I’M VERONICA
• 20 years-old
• Double Major
• Writing, Literature, & Publishing
TA R G E T • Marketing Communications
• Minor in Sociology
• Overloading courses
PROFILES • VP of Asian Cultural Club
• Editorial Team for Gauge Magazine
• Five jobs
• Student Admissions Representative
• Diversity Team for Multicultural Recruitment
• Stylist at Club Monaco
• Marketing Intern for SunGard Financial
Systems
• Events Team of amm Communications
“Because there’s no sufficient online platform
for me to organize my life with, the most reli-
able thing is unfortunately paper. Otherwise,
I have to use ten different applications to
manage to-do lists, schedules and calendars,
contacts, stickies, etc. PLUS the websites I
need to work with groups. I have a problem,
and I believe Wiggio can be the solution.”
11
13
14. HI, I’M ELENA HI, I’M CODY
• 21 years-old • 20 years-old
• Marketing Communications Major • Marketing Communications Major
• Publishing Minor and Business Minor
• Recent college graduate • Recent college graduate
• Enrolled in summer class while • Taking summer classes
simultaneously planning a move to New • Design intern for Global Agency
York which requires travel back and forth • Starting freelance design work
• Going to start a new job in communications
• Needs to reply to many e-mails, plan events
and stay organized
“Because there’s no sufficient online
platform for me to organize my life
“Because there’s no sufficient online with, I’ve stuck with physical planners
platform for me to organize my life and countless scattered USB drives to
with, I use a combination of notes and keep together my schedule and files.
alert reminders on my iPhone, stickies I keep hundreds of design files on my
on my computer desktop, a calendar computer, and I’m always working on
on my computer, and physical post it things in different places and transfer-
notes. And, sometimes, I even write ring files. I’ve lost multiple USB drives
notes on my hand. It would be great if meaning losing the newest versions
all of my tasks, calendars, and to-dos of my various projects and having to
for both myself and with others were start over. I wish I had a platform to
integrated and I could find them all in store and share my files with the right
the same place.” people, while keeping me organized in
my busy life.”
12
14
15. Rather than focusing solely on the group
as a whole, Wiggio will cater to the
C A M PA I G N individuals who make up the group. It
will be one site for all organizational
purposes, collaborative and not, and this
THEME is what will make it unique.
WIGGIO IS THE ONLY
COLLABORATIVE PLATFORM THAT
FOCUSES ON THE U IN GROUPS.
13
15
16. BRANDING
To increase user recall, we will create an
interface unlike our competitors to define the brand
in the consumer’s mind. We will create and partici-
pate in events that directly interact with our target,
giving them front row seats to our brand. Additional-
ly, we will encourage feedback from our users to cre-
ate better loyalty and recognition practices within our
target. We will attempt to increase engagement with
Wiggio is currently percieved as “just another users through social media, intending to increase an
website” by their target audience. Because they understanding of what the brand stands for.
position themselves as being the most efficient place
to accomplish group work, “group” is what their To realign what users associate the brand
target sees, and therefore how they categorize the with, we will redirect the brand personality. The brand
brand in their mind. However Wiggio has many more personality is currently fun, youthful and new,
tools that can be used for personal organization. The however we want to add new a level of professional-
rebranding of Wiggio to focus on these tools will help ism and a sense of commitment to our users. We
build brand equity and reposition the brand in the want to move the brand association away from “fun”
consumers mind. and towards “cheeky”.
We will build brand equity by adding features
that our competitors have to level the playing field,
including: presentation software and a more effective
mobile app. In addition, we will redesign and freshen
the interface to create a more appealing user experi-
ence. The new interface will highlight tools that are
currently on the back burner.
14
16
17. EMOTIONAL BENEFITS
Everything needed to organize a college student or profession-
als’ life is on Wiggio’s first login: there is the personal section
which includes calendar, to do list, contacts, etc and then
there is the group section which includes all the tools needed
to best collaborate with group members including collabora-
tive document and presentation software, unlimited space for
uploads, video conference software, voicemail capabilities,
and more.
SELF-EXPRESSIVE BENEFITS
They appreciate the unique organizational tools that Wiggio
offers: They’re taking part in a new trend of collaboration
software that moves away from the traditional platforms like
Google Docs
BRAND LOYALTY
• By creating an interface that includes all of user’s online needs, Wiggio will slowly grow dependence and loyalty
among users
• Users will become familiar and emotionally attached to a program that they use on a daily basis, which will retain more
first time users
• Listening to feedback and user experience and updating/adjusting Wiggio’s offerings to fit the user’s needs
15
17
18. COMPANY VALUES + ASPIRATIONS
Wiggio’s values are providing a fun, easy and free
experience to users who want to work in groups
or manage their personal lives. Wiggio aspires to
BRAND
become the go-to collaboration platform for college
student and start-ups.
ESSENCE THE BRAND MINDSET
The brand mindset is young, cheeky, accessible, and
provides benefits that will turn users into loyalists.
THE ESSENCE OF THE BRAND
The essence of the brand is the idea that “it’s all
here”... Everything a user needs to collaborate with
groups and to coordinate their life is on Wiggio.
BENEFITS NECESSARY TO CONNECT
WITH TARGET
Functional Attributes
• Usable tools (video chat)
• Presentation software
• All tools they currently possess
Emotional Attributes
• Section for personal organization
• Sense that everything can be done on Wiggio
16
18
19. Wiggio will become a platform that promotes person-
al productivity. On a new interface which integrates
all productivity tools (e.g., to-do/task list, calendar,
contacts, scheduling/planner), a person will log in to
Wiggio to find two bubbles: “U” and “groUps,” for
POSITIONING
S T R AT E G Y
example.
The “U” section will include all of the productivity
tools mentioned above, and “groUps” would have,
for example, “Model UN,” “Sigma Chi,” “Newspa-
per,” “MT475.” Within those, there would be projects
to which other users would have access - “multi-
mind management,” if you will. This provides a OTHER STRATEGIC
reason to use Wiggio outside of group work, and CAMPAIGN ASPECTS
especially outside of classes or single projects.
• Partnering with a like-minded organization
User loyalty within academic projects will ideally lead • Build out company blog (write about more than
to user loyalty for all collaborative work. Furthermore, just Wiggio)
if all sources of organization are placed in one site, • Build awareness / “short list” factor
it could easily become a necessity. This results in • Strengthen outreach to current users through
the sentiment, “What would I do without Wiggio?,” pertinent events and social media
which means people would continue using it after • Add trial offering for premium service
school, bringing it into a professional atmosphere, for • Create interface that highlights personal work
example at internships or when they build start-up versus group work
business.
17
19
20. MARKETING OBJECTIVES
With the increasing number of collaborative software
companies today, Wiggio needs to really differentiate
itself from its competitors. Currently, Wiggio markets
itself as an all-inclusive place to work in groups.
C A M PA I G N In order to keep this accurate and up-to-date, the
company has a great opportunity to add up-to-date
OBJECTIVES
features that are offered elsewhere. Adding an in-site
presentation feature will allow Wiggio to convert
Google Doc users into Wiggio users.
Wiggio has a great opportunity to gain more revenue
from their premium paid service. Currently, there is
little to no information about the premium service
other than the option to request more information. By
focusing more of its marketing efforts in this premium
service, Wiggio will gain more users as well as more
revenue.
COMMUNICATION OBJECTIVES
Our communication objectives consist of engag-
ing current users through social media and events,
increasing word-of-mouth communications and inte-
grating public relations into the business strategy.
CORPORATE OBJECTIVES
Our corporate objectives consist of gaining new us-
ers, retaining first time users, and increasing revenue
from premium service.
18
20
21. WIGGIO FOR YOU
The new interface will place an emphasis on the
I N T E R FA C E
individual user by providing a welcome screen
and a “You” section for personal file storage and
organization. These are capabilities Wiggio already
REDESIGN
possesses, but a simple layout change will create
a more functional, less stressful, and more
individual platform. There will be a seperate
“Groups” section for all the collaboration tools
offered by Wiggio. The interface will be clean,
modern, and professional while the colors will keep
it light and fun.
LAUNCH
• Launch right before finals, at the end of the
campaign
• Launch with the internal mantra “We focus on the
U in groUps”
• Guerilla campaign leading up to launch through
social media and fliers
19
21
23. A new mobile app will follow a similar functionality and design
to keep Wiggio consistent across various platforms.
21
23
24. TACTICS :: ORIENTATION EVENTS
STUDENT
O R G FA I R S
During the first month of the 2012 back-to-school
season, Wiggio will have a presence at student
organization fairs at college campuses around
Boston, advertising their services as well as their
booth at CollegeFest.
Wiggio will distribute To-Do lists advertising their
presence at CollegeFest as well as give out
promotional pins. This is an easy way to get the
Wiggio brand recognized: The buttons will famil-
iarize the target with their logo and create a posi-
tive association with simplicity. The to-do lists will
represent Wiggio’s functional values.
DATES
• Emerson College, September 5th, 2012
• Boston College, September 7th, 2012
22
25. TACTICS :: ORIENTATION EVENTS
COLLEGE
FEST
CollegeFest is a yearly event attracting more than
15,000 college students, occuring on the 22nd and
23rd of September in 2012.
This year, Wiggio’s booth will have three points of
attraction, which will lead to on-the-spot sign-ups:
• Demonstration stations, which will have Wiggio
representatives highlighting Wiggio’s most useful
personal organizational productivity tools
• Signage for Wiggio-sponsored $500 scavenger
hunt prize for new college freshmen
• Photobooth, where digial photos printed with the
Wiggio Logo will be printed for students to keep,
as well as upload to Wiggio’s Pintrest and
Facebook
• Goal of singing up 5% of attendees (about 750
students)
23
26. TACTICS
S C AV E N G E R
HUNT
• Boston-wide scavenger hunt for new freshman
• Goal of the hunt: go to @BostonTweet’s top 10
“Coolest Boston Hangouts”
• Take a photo with your group. When you’ve
reached all 10 destinations, upload the photos
to Wiggio’s wall
• $500 Grand Prize for winning group
• Positioned as a way to get to know your group
of new friends and a new city
• Promote at Collegefest: Students can sign up on
the spot for details
24
27. TACTICS
BACK-TO-SCHOOL
BASH
We plan on having our new interface launch in De-
cember, just in time for finals. If people were too
busy to get to know a new platform during that
time, or if they’re interested in catching up with
their friends, they can stop by our Back to School
productivity bash in January. It will be similar to
the end-of-the-year Stress Buster, but wil be more
focused on introducing the new interface, and
suggesting tips for being productive during the
coming semester.
25
28. TACTICS
E 3 PA R T N E R S H I P
In order to target college students in the most
effective way, we suggest that Wiggio find groups
of students who will be most likely to continue
using Wiggio after they graduate: Young entre-
preneurs. Many colleges in the Boston area have
programs for students who are passionate about
starting their own business right out of college.
We propose that Wiggio partner with these types
of programs, such as Emerson College’s E3 Expo
held in April. By offering a free premium service to
the winner of the competition, Wiggio will get their
name out to students who are going to need their The 2012 E3 Winners, Matt Lowe and Nadav Shwartz,
services as they are working on their startups. with merchandise from their Quidditch apparel
This is a great transition between college and the company, Quiyk. Wiggio could help them expand their
professional world. start-up and get them where they want to be.
26
29. CONTENT SUGGESTIONS
• Highlight unique groups, organizations, or other
startups TACTICS
BLOG
• Emerson Quidditch Team
• Harvard University Class Clowns
• Research and share opinions on current news in
the tech world
• Amazon’s announcement that they are
BETTER
producing their own TV shows for their
instant video service
THOUGHT LEADERSHIP
• Feature the new U in Groups campaign Blogs are a great tool for gaining and retaining
users and readers. We are proposing that Wiggio
• Suggest group study areas for when libraries are move its blog in a different direction in order to
closed get more people reading and responding to posts.
Currently, Wiggio uses their blog mainly to talk
• Feature productivity tips for college students about what is going on in their company internally.
This is great as an outlet for telling people about
• Have guest bloggers every so often to change the new and exciting news. However, there are only
perspective so many opportunities to share news that is dif-
ferent enough to keep readers interested. Blogs
• Engage readers and encourage comments by don’t need to focus solely on content directly
asking questions at the end of each blog post relevant to their website to be legitimate. Vary-
• “What do you think?” ing content will keep readers interested. To have
• “What’s your favorite study spot?” a successful blog, we propose that Wiggio take
their blog in a completely new direction.
27
32. • Monitor social media outlets, with more focus on
blog. How many new followers are there? Are there
increased comments? Are there increased tweets
CONTROL+ and likes of postings?
E VA L U AT I O N
• Monitor user sign-ups surrounding each event
• Monitor user retainment (are users continuing to
use Wiggio after their first interaction?)
• Monitor use of personal features versus group
features: Is new interface enhancing use of these
tools?
• Monitor social media chatter surrounding specific
events
• Goal of signing up 5% of Collegefest students
(around 750 students)
• Develop one-time pop-up user survey for website
to gauge effectiveness of: New user interface, new
tools (presentation software, more effective mobile
app, etc. if launched), Wiggio use in general
30
33. THE FUTURE: ROI
With the advent of collaborative software
emerging today, Wiggio has a lot of great opportu-
nities for growth. However, it is unrealistic for all of
these to be completed within the next year to their
fullest potential.
C A M PA I G N
The premium service is a great way to gain
revenue. Currently, however, there is little to no
information about the service, steering groups and
businesses away from even inquiring about it.
Tactics to be carried out in the future are as follows:
EXTENSION
• Improve premium service and create a marketing
campaign centered around it
• Focus on improving this service so it is more ADDITIONAL TARGET: START-UPS
streamlined, and make information about its We saw the opportunity to capitalize on a target
benefits more accessible that falls after the college target, but before a large
• Create a promotional video explaining how the business target: Start-ups. These are groups that are
premium service differs from the free service most typically out of college, but have not reached
• Transition start-ups from a secondary target to a the “established business” phase. They work in tight
new main target groups where everyone performs many tasks and
everyone is involved in each process. Collaboration
By focusing more energy on marketing to startups, software is their friend, and Wiggio can be the
Wiggio has a better chance of gaining and retain- application that caters specifically to this audience.
ing their users. Partnering with a company such Some of the characteristics of this audience are:
as MassChallenge will give Wiggio access and • Usually 3-5 years out of college
exposure to many start-ups who could benefit from • Entrepreneurs
their services. We should take advantage of the fact • Motivated
that Wiggio is a start-up and position a campaign • Strong reference groups
around this: “For start-ups by a start-up”. • Strong community builders and network users
• Need solid, reliable work space to produce quality
work
31
34. WORK CITED PROMOTIONAL CONTACTS
Basecamp • • Sharon Duffy: Org Fair at Emerson College:
CNET News • sharon_duffy@emerson.edu
Facebook •
Google Docs • • Karl Baehr: Regarding E3 Sponsorship:
IBM • karl_baehr@emerson.edu
International Data Corporation •
MarketsandMarkets • • Boston College Student Programs Office:
PR Log • 617-552-3580
Quora •
Toolbox • • BostonTweet: @BostonTweet
Wiggio •
OUR TEAM
Cody Jue ‘12
Elena Tarchi ‘12
Georgia Dixon ‘12
Lee Doran ‘12
Veronica del Rosario ‘12
Advisor
Douglas Quintal
32
