S.M,A.R.T Objectives

SPECIFIC

We aim to create a viral video in order to promote/ make people aware of the travel app we created for STA Travel.
This will require us to provide inspirational/innovative methods of promotion that is suitable for our target audience and others that may possibly view the video.
We would speak to the PR and social media team within STA Travel as we will be promoting our video via social media, as this is the most successful way of targeting our consumer.
We must focus on the message that we wish to portray and the purpose of the video, and avoid reverting back to the app and describing its functions.
We musn't take awat the essence of the brand and their ethos. We also musn't focus too much on the app and it's functions, but what STA inspire the consumer to do, we must try and get a balance of both.
As we are students we have a very small budget as the project is self funded. However, if we did have a large budget we would travel to a variety of different countries and take video footage/pictures ourselves in order to give the consuemer a feel for travelling, and what STA Travel are all about. We would also buy the rights to the song we wish to use in the video in order to be able to upload it onto YouTube and also social networking sites such as Facebook and Twitter, as those are the platforms that will be most succesful for targeting our target audience.

MEASURABLE

We plan to measure the success of our video with a hashtag via google analytics. We will put the hashtag at the end of the video as a call to action. We will measure the success via how many searches the hash tag recieves, and what device the consumer was using eg; iPhone, iPad, computer etc.

ACHIEVEABLE

The video that we would like to create is achieveable as STA Travel have previously done similar videos, and therefore ours will just be an addition to the others, however promoting the app as well as the brand. Creating a video in this style is also achieveable in the time that we have for this project.

REALISTIC

This outcome is realistic and can be achieved as we previously mentioned that STA Travel have done videos very similar before, and ours will be an addition to the ones that they have already done. We will also be using a montage of an actual persons holiday photos in order to make it even more realistic.

TIMELY