DISCUSSION POINTS

TODAY'S TOPICS

STEP 1 - BACKGROUND, PURPOSE, AND FOCUS

STEP 2 - TARGET AUDIENCE

STEP 3 - GOALS

STEP 4 - MARKETING MIX

1. PRODUCT
2. PRICE
3. PLACE
4. PROMOTION AND BUDGETING
 STEP 1

BACKGROUND -
PURPOSE  - FOCUS
 BACKGROUND
AND ORIGIN
Social Media is an efficient way to connect with others, but it also
has reverse effects of its purpose.

◦ Individuals became addicted to social media.

 The average person spends almost 2 hours of their day on social
media which is almost 5 years and 4 months of their lifetime.
 PURPOSE

Unplug wants to highlight the impact of

social media on social interaction.

 Our influence should cause people to

minimize this behavior and meet up.
 FOCUS
Our intended focus of Unplug is to not abandon
social media, but instead limit the usage of social
media on a daily basis and interact face-to-face.

 We hope to raise awareness on the dependence 

of social media.
 STEP 2

MAIN AND SECONDARY

TARGET AUDIENCE
 TARGET
AUDIENCE
Upstream: the school and university district and other
community organizations.

Midstream: consists of celebrities, parents, and friends

who don’t share the same behavior.

 Downstream: consists of a hybrid of generations,

including younger Millennials and Gen-Z.
 TARGET
AUDIENCE
Those who live in the MENA region, specifically Egyptians in
developed cities.

People now are more aware and into the hype of social media
cleansing

The behavior targeted which we hope to change is individuals

spending more than 2-3 hours a day on social media.

 There’s no secondary target audience

 STEP 3

GOALS
 GOALS

Unplug wants to decrease time spent on social media

up to 55% (from nine hours per day to 4 hours per
day) by 2020

We hope to encourage people to use the activity

settings in social media applications and limit their
usage to a maximum of 1 hour for each app.
 GOALS

GOALS WILL BE MEASURED BY:

1. TICKET SALES AND REVENUES.

2. RANDOM QUESTIONNAIRES TO UNIVERSITY
STUDENTS.

ANSWERS WITH A HIGHER SCALE IS CONSIDERED A

SUCCESS
 STEP 4

MARKETING MIX: THE 4PS

 PRODUCT
CORE: Better social interaction

ACTUAL: to decrease the usage of social media or its dependency

through advocating how limiting social media can be help personal
growth

AUGMENTED: we hope people use screen-time limitation apps and

services which are both virtual and intangible. Yet, there are tangible
services that can be provided.
PRODUCT
 PLACE
A food fair and carnival held bi-weekly on Fridays

Uptown Cairo, Mokattam 

 The associated services which are coupons and such can be

redeemed and used from event to event.

 There will be groups and individuals which will be used to

support our campaign such as celebrity ambassadors and food
chains who will collaborate their efforts to help us.
PLACE
 PLACE

THE FLYER FOR

THE FOOD FAIR
EVENT
 PRICE

Tangible service cost: by entrance tickets - 50le per person or 220le for
family group of 5.

 Monetary incentives: a coupon of 15% to 30% off on those food services

or games paid for in events until till the next event

 Non-monetary incentives:  Social recognition and connection to your

loved ones and your community

Monetary and non-monetary disincentives: NONE

 PROMOTION
Key message: decrease social media dependency

Messengers: well-known companies and celebrities:

PEPSICO AND MOHAMED HENNEDY

 Creative strategy: Pitch ad of pop up messages in serious

situations without loved ones around
 
 Communication Channels: YouTube ads, Facebook,
Instagram, banners, flyers.
PROMOTION

BUDGET:

A TOTAL OF 750,000LE. (500,000LE

CAMPAIGN COSTS)
THE OTHER 250,000LE ARE FROM FUNDING
RESOURCES AND REVENUES
PROMOTION
PROMOTION
PROMOTION
 CONCLUSION
Unplug is a social campaign that wants to put its efforts in decreasing
social media dependency among young adults (Millenials and GEN-Z)
 Our Goal is to reach 55% decrease by 2020 of Social Media usage.

It will be measured by ticket sales and coupons redeemed in NETGAMA3

events. It will also be measured with questionnaires and scales given to
university students and young adults.
 
 Our Events are in UPTOWN CAIRO, Bi-weekly. We hope people use our
tangible services (NETGAMA3) because it helps us fund this campaign and
causes people to connect without digital intervention which is what we
want
 BY:
AMINA MEDHAT 43-1716
ALI ETMAN 43-3012
HASSAN MAHROUS 43-1681
SEIF GAWISH 43-0990
AMINA EL-SHARKAWY 43-1254
YOUSSEF AMR 43-2937
SARAH SALEM 43-1329