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Kodak Moments: Social Media / Rebranding Proposal For An Old Favorite

This document is an upload of the PPT presented as the conclusion of a group project for a Technology in Marketing elective course at Temple University. Thanks for your interest!

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whoaitsaimz
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2K views53 pages

Kodak Moments: Social Media / Rebranding Proposal For An Old Favorite

This document is an upload of the PPT presented as the conclusion of a group project for a Technology in Marketing elective course at Temple University. Thanks for your interest!

Uploaded by

whoaitsaimz
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX or read online on Scribd
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Social Media Plan for Kodak

Jared Fink, Justin Goh, Sean McCulley, & Amy Pospiech


Our Goal Today
• Discuss the Kodak brand and discuss
how it is currently perceived in the
minds of consumers
• Re-introduce the “Kodak Moment”
• Discuss challenges and opportunities
in leveraging this brand equity
• Reveal the proposed Kodak Moments
Social Media Campaign
Background
The idea of a “Kodak moment” dates
back to 1888, when George Eastman
put the first simple camera into the
hands of consumers.
Our social media plan will revitalize
this idea of an unexpected moment
captured by an amateur photographer
on film, using a buzz marketing
campaign urging users to “Make this
Your Kodak Moment.”
a t i s
W h ?
n o w
o d a k
K
What is Kodak now?
• Kodak is known for its ease-of-use.
With its Kodak EasyShare camera
and PerfectTouch photo processing, it
is aimed at the novice or busy
individual. Even the essence of a
“Kodak moment” is captured by this
quick, even spontaneous theme.
Brand Model: Old
ke s a
t M a
W h a k
K od a
e n t ?
M om
A Kodak Moment is…
• An event for which you or someone wished
someone nearby had a camera to take a picture.
“When we went to the zoo Amanda fell into the gorilla cage. It was such a
Kodak moment!”
by kalley treay Jul 3, 2007

• A rare, one time, moment that is captured by a


picture, or should have been captured by a
picture.
“Aww!.. They look soo happy sitting there by the lake! That's definetly a
kodak moment!”
by LiL' LAdY Nov 3, 2006

• Said when something funny happens that would


Creative Consulting
W e b
e n c e
Pr e s
Current Web Presence
Snapshot
• “Leading online digital
photo developing
service”
• Secure and easy way
to view, store and
share photos with
friends and family
• Free editing and
creative tools and
specialty photo
products
• Similar to all other
Current Web Presence
A Thousand Words
Snapshot
Blog
• “What’s a picture
worth?”
• Off-brand, too
general
• Recent posts include
topics as varied as
pumpkin carving (incl.
hardware tips), a
flower photography
class, and the end of a
NASCAR sponsorship
• Should be kept
Current Web Presence
PluggedIn Blog Snapshot
• “A blog about Kodak
products and
customers”
• Niche market (tech-y
consumer) with a
general description –
needs better
targeting
• According to Technorati,
the blog is ranked
150,646 and has an
authority of 43 (in other
words, 43 other sites
Current Web Presence
• Podcasts
• Twitter
• Facebook
• Youtube
• Flickr
• Delicious
Podcasts
Twitter
Facebook
YouTube
Flickr
Delicious
Y o u r
a t Is
W h t i a l ?
o t e n
P
Professional Perceptual
Map

Cluttered Streamlin
ed

Mome
Amateur nts
Kodak Moments’ Target
Audience
• Those who remember the magic of
the unexpected, spontaneous Kodak
moment
• Those old enough to appreciate the
idea that life is fleeting, and have
little time to preserve their moments
through competitor’s cluttered,
complicated websites
• Those who appreciate a tactile
experience like flipping through a
Brand Model: New
n t s
k m ome
ko d a
w w. m
w . c o
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Proposed Web 2.0 Presence
Y o u r
h a t ’ s
W d a k
K o
e n t ?
M o m
Contest Details:
“Make this Your Kodak
• In order to create a
buzz throughout our
target market we are
promoting a contest
using short video clips
of hilarious as well as
special Kodak Moments
• These clips will be
distributed throughout
the web on social
networking sites
• The winner of the
contest will win a
vacation tour of Italy
were they can make
V i r a l
e t i n g
M a r k
Make this
Your
mo
me
Make this
Your
mo
me
Make this
Your
mo
me
Make this
Your
mo
me
Make this
Your
mo
me
Online Ad Placement
Online Ad Placement
Online Ad Placement
o b i l e
M n g
r ke t i
M a
Mobile Marketing
Mobile Marketing
Mobile Marketing

Make this
Your
mo
me
Conclusion
• Through the use of various social media
channels, we will reinvent the Kodak
brand image with Kodak Moments.
• KodakMoments.com will touch the
hearts and souls of the target market
when they relive passionate still shots
in a warming virtual atmosphere.
• KodakMoments.com will simplify the
online photo experience.
y o u r
h a t ’ s
W d a k
K o
e n t ?
M o m
Thank you

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