JACLYN DAB

Mission

Instagram’s mission is “to capture and share the world's moments,” and deliver “products that bring out the creativity in all of us.”

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InstaSpace’s mission is to enrich lives by connecting people to opportunities where they can practice creativity beyond the digital world and experience creation, beauty, and community.

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Corporate Objectives

• Strengthen Instagram’s relationship with the Creative Segment of millennial women

• Engage the Creative Segment in a physical experience rather than solely digital

• Become the market leader for access to in-person activities for creation, collaboration, and community

• Double revenue generated by this segment

• Offer the Creative Segment 2,500 hosted activities by 2020

• Grow the Creative Segment by 30%

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Marketing Audit

• Instagram provides the Creative Segment with a way to capture, create, and share beautiful and creative content through the features on the app, such as photography, filters, photo-editing, video-editing, and galleries. Content can be shared with communities through the Instagram app and website.

• Community First and Inspire Creativity are two of Instagram’s core values

• Instagram announced in a video that they “aim to make video as easy to create and share as possible”, along with an ad demonstrating new features such as video filters, trim, and edit.

• Instagram reaches creatives through blogs, articles, ads, and influencers that promote Instagram as their preferred medium for communication

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Market Overview

• Millennial women are brand influencers and share their opinions with friends, family, and their online communities

• 40% of millennials want to co-create with companies

• 46% of millennials post original photos or video online that they have created

• Sometimes referred to as the “DIY Generation,” creativity and self-expression are just as important to millennials as money when it comes to employment choices

• Women value relationships and seek out brands that allow them to connect with each other

• Pinterest is one of the leading websites for millennial women because it leverages millennials’ desire to create and share content with an online community

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SWOT Analysis

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Marketing Strategy

Target Audience
Millennial Women, 18-34 years old
Creatives: designers, artists, makers, photographers, creative thinkers, etc.

Experiences in Demand
Creation: Activities that promote the creation of beautiful things
Beauty: The opportunity to develop and see beautiful things, expand portfolio of creative work, and generate more content to showcase on Instagram
Community: In-person interaction and collaboration with other creatives
 

Tactics

Offering

• InstaSpace Mobile App - look and feel of Instagram, geared toward the Creative Segment

• InstaSpace Kit - a toolkit for hosts with the look and feel of Instagram

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Service

• Connects creatives to expert hosts and opportunities to create

• Sells tickets to creation activities on platform

• Provides creative hosts with customer community of creatives

• Advertises InstaSpace activities across Instagram apps

• Supports and trains creative hosts to ensure on-brand touchpoints

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Communication

• Hosts/Customers

  • App and activity promotion on Instagram

  • Advertising at InstaSpace Launch Party

  • Promotional materials at creative venues
    (art schools, museums, galleries, maker spaces, photography stores, art events, etc.)

  • Word of mouth (colleagues, friends, family, etc.)

  • Influencers

  • Blogs

  • Media

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Distribution

InstaSpace is distributed through Apple’s App Store and the Google Play Store

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Expected Results (by 2020)

• 2,500 creative hosts for InstaSpace activities across 50 cities

• 60,000 InstaSpace activities annually

• 900,000 attendees (average of 15 attendees per event)

• A variety of activities offered (e.g. photography classes, printmaking workshops, open-studio sculpting, furniture-making, latte art session, etc.)

• Revenue of $9M from ticket sales and ads on Instagram platform

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Detailed Implementation Program

• Preparation (0-6mo)

  • Develop Mobile App Platform (using Instagram staff)

  • Train InstaSpace staff (using Instagram staff)

  • Outline touchpoint guidelines for look and feel

  • Recruit creative hosts, spaces, influencers, and brands in Launch City and future InstaSpace cities

    • Provide incentives (advertising, discounts, etc.)

  • Support hosts in designing activities to ensure on-brand experiences are evoked

  • Beta test InstaSpace activities

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• Launch (6-9mo)

  • Advertise Launch Party and InstaSpace activities

  • Roll out the app

  • Throw Launch Party

  • Roll out full activities offerings in Launch City

  • Refer-a-friend incentives: $10 for every friend

  • Giveaways: on the app and at the activities

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• Grow and Scale (9+ mo)

  • Year 1: 1 city, 30 hosts

  • Year 2: 10 cities, 50 hosts per city

  • Year 3: 50 cities, 50 hosts per city

  • Roll out incentives to retain attendees (e.g. discounts for buying bulk ticket packages, discounts for attending more activities, and VIP program with exclusive VIP perks and parties)

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