Strategies_and_Tactics

__**Strategies and Tactics**__

In order to expand the current targeted market to the younger population in both Canada and US, the strategies that will be used to help achieve the company’s objective is to create an online advertising campaign in the form of contests to attract more people’s attention. The average age of ONTrack audience is usually middle age men and women who have a secure job and income. According to research done by the Jupiter Group online, young adults with age ranging from 18 to 34 spend on average 16 hours online per week versus 11 to 15 hours watching TV. This is a great opportunity for our online strategies since most of the young adults spend more time online than watching TV (WorldPress, 2007). In order to attract the attention of this population, the ad campaign will consists of medium rectangle box ads to be placed on the side of a web page. This ad box will be made in such a way that it connects to a Facebook page. This part of the campaign focuses on the Facebook population since there is about 500 million people and 50 percent of Facebook users are in the ages ranging between 18 and 35. By being able to reach users of Facebook, it can assist our company in achieving its objective. To make this rectangular side ads effective, it will be placed on a high traffic website that is related to sports or gambling. Based on recent studies done by Ranking.com, the most popular website is social networking sites that include Facebook, Twitter, My Space and other sites such as Google and Wikipedia (Facebook, 2011). By having the ads placed on these websites, there will be a higher chance of people seeing it. Moreover, we will also include a short clip of video in our campaign. This short 15 seconds video clip is made as an advertisement on YouTube. When YouTube users click on a video they want to watch, the short advertising clip will be played before the actual video the viewer wants to see takes time to load. Aside from the video and rectangular ads, the campaign also contains a large size banner that will also be placed on high traffic websites related to horse racing in some way.

References:

1. "Marketing Green World Press." WorldPress, 03 03 2007. Web. 29 Mar 2011. 

2. "Facebook." Facebook, 2011. Web. 27 Mar 2011. .