Pitc

a s y As h
As E
1. 2 . 3
 Internet
Roadshow 2K17
 Background
Information
Googles Mission
To organize the worlds information and make it
universally accessible and useful.

Googles Vision
To provide access to the worlds information in one click.

The company is known for effective products, like

Google Search, that satisfy the specifics of the firms
vision statement and mission statement. The
companys leadership in the market satisfies the
universal accessibility component of the mission
statement by making Googles products widely used.
 Primary Target Audience
(Youth of Aged 9 - 14)

Demogra Psychographi Behaviour

phics cs al

Age By the Reg

Range: 9 time ularl
to 12 children
are 9 y
years old
years com
Occupatio old, they
are plain
n:
Full-time beginnin s
Students g to be that
(Primary more
S pare
School)
el nts
f-
c woul
o d
n alwa
s
ci ys
o inter
u
s fere
M with
a
 Primary Target Audience
(Youth of Aged 9 - 14)

Demog Psychographic Behavioura

raphics s l

Age Develop Com

Range: a sense monl
13 to of
identity y use
14
years with the the
old different
kind of Intern

Occupat platform et to
ion: S searc
Full- el
f- h for
time
Student Id infor
s e
nt matio
(Second
ary it n as
School) y they
T
h are
e given
y
sh assig
a nmen
p ts at
 Secondary Target Audience
Parents of the Youth

Demogr Psycho Behavio

aphics graphic ural
s
Age Range: Paren Most
30-50 ts of pare
teens nts
Occupation: are have
Varies both perso
supp nally
ortiv moni
e and tored
wary their
of teen
their s
child web
s use histo
of ry or
the socia
inter l
net. medi
Paren a
ts profil
want e.
OUR BIG
IDEA
Problem Analysis
Key issues that arise from lack of internet
safety
Cyberbully
Hacking of accounts due to simple
Password
Believe false information
Our KEY Message

Safe Practice: Ensure the children

know about the practices on how to
use internet safely
Consequences: Discourage misuse
of the Internet
Taking Action: Protecting yourself
and loved ones
SMART Objective
To educate at least 75% of the 9-14 year olds
in Singapore by raising the significance of
strengthening passwords of social media
accounts within the span of 3 months.

To raise awareness among parents of the

75% of the 9-14 year olds regarding the
consequences of misuse of Internet through
Internet talks by Google experts.
 BIG IDEA
Internet Roadshow 2k17
Students:
Booths - educating the audience regarding
internet safety
Google Maze - Interactive Games (educational)
Guests - performances & talks
Freebies - Goodie bags
Parents:
Talk show/Interactive Games with child
THE GOOGLE MAZE
Characteristics:
Have to be interactive and engaging to
appeal to the Target Audience
Internet Security will be the main emphasis

Potential Sponsors:
Secureage Technology
Rainbow Media Pte Ltd
How the maze would work
Have a gantry at every major
intersection
At each gantry, participants will be
given internet security-related
questions
Eg: What are the 3 steps to Internet
safety?

Those not in the maze will be playing

games
Games
The games will revolve around the
Internet Security theme.

The games will be produced by

Secureage Technology
Rainbow Media Pte Ltd
For the parents:

We will have talks by google

staff to educate parents on how
they can protect their kids and
their families online
IMC Strategy
Advertising: Online banner advertising and
awareness on Facebook and Youtube.

Personal Selling: Going down to the different

schools to reach out to the target audience,
informing them about Internet Safety

Interactive Marketing: Engage the target

audience through the use of the different social
media platform

Publicity/Public Relations: Conduct roadshows

and events to educate the target audience and
reach out to the masses.
Password Strength Detector

Location:
1. Primary & Secondary schools
. 4 in each region, rotating
around every 3 weeks

1. Placed at bus stops near the

schools as well
Thank You
Key Message
Campaign Objective
We would like to have a campaign leading up to an
event to make youths more aware of the
need to stay safe online (basic requirement). We are
particularly interested in ideas that
inspire youths to be leaders in helping others (elderly,
younger kids etc.) stay safe online.
The event should cater to 2,000 attendees, but its
marketing efforts should reach at least
10,000 youths.
Statistics
Only 11 percent of teens talked to parents about incidents of Cyber bullying.
Meaning parents are not aware of this

Singapore is topping the charts again in cyber bullying. (2014)

One child can be playing five hours of video games every day
76 per cent of minors, below the age of 13, use YouTube
daily, a new survey released here on Monday revealed
 What can we used from the data?

How to design activity?

What is Singapore bad at?
What do parents want?
What do students like
What takeaways you want the attendees to
have
Never share personal information, videos, photos with
people he doesnt know well and has never met in person.
Never add as friend someone he doesnt know in real life
(explain to them about fake identities and online predators).
Never share his passwords and always set his profile to
private or friends only so his personal information is kept
safe. Never open emails from strangers. It may contain
viruses that can harm a computer. Say no to meeting
strangers. Immediately tell you or a trusted adult if he
encounters something nasty, or makes him feel
uncomfortable when he is online.

By the time children are 9 years old, they are beginning to be

more self-conscious and may not like too much parental
attention in public places; they are also more independent.
 Campaign Proposal

Cover page
Content page
Has to b coherent
General summary(within a page)
Intention of the campaign
Section B
Research
Functions of SWOT (internals of GOOGLE)
Google analytics
Audience analysis
Significant findings (bullet points) around 4 to 5
 SWOT Analysis of
Google
Strength Weaknesses
Has a Privacy
strong issues
brand Heavily
image reliant on
advertising
Among all Unprofitabl
their e
competitors businesses
, Google ( Youtube)
dominates
primarily
when it
comes to
web search
and online
advertising
(The market
leader in
search
engines)

From 2010
to 2015,
the
company
has
averaged
The Machine

It will be a machine that will

be locate
 `` ` `` ` `` 1``11``
1` `````RE1Vfg ` 1 `1
`1 ` vbCampaigns ` `

Now you Know Cyber Wellness Challenge by GOOGLE

Cyber Wellness campaign by MDA

Identify strength and weakness in their past campaign

What can be improved? - Implement it on our campaign

How to tell whether information online is true; -

Skills
To be careful of what they post online; -
Knowledge
How to set strong passwords to protect their
online accounts
Skills