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Meet the Performers

Jeffrey Burgos

Media Ringmaster

Amy Perez

Strategic Listener

Ayanna Camara

PR Creator

The Premise

Increase entrepreneurial Gen-Z's perception of Dell as the brand most known for advice.

The Set Up

18 - 25 years
Aspiring Entrepreneurs 54% (36,180,000) (Schroeder, 2020)
In early stages of their business
Digital natives with limited income that like to take advantage of free online certificates such as those Google provides (Tejani, 2021)
Aspire to attend college but would look for affordable options to avoid becoming burnt out like Millennials (Mintel, 2021)
Like Gen Z, Entrepreneurs are only heavy users of Internet at home (SRDS)
Seasonality
- Google Search for "Entrepreneur": Index at 95-96 between May and July
  - Similar searches such as "start a business" have an index of 99 January, March, and April. May and October with an index of 100. (Google Trends)
- YouTube Search: High index in February, April, June, and July
  - Searches with terms such as "becoming an entrepreneur" have high indexes in May and July
Geotargeting
- The top 5 entrepreneurial states have the following search interest rates with key word "Dell": (Google Trends)

Despite being a rebellious demographic, Gen Z value seasoned guidance from brands and individuals.

The Insight

Come one! come all!

Let's position Dell on digital platforms where Gen Z entrepreneurs frequently visit. Since Dell has a low acquisition rate with the target we will be using a "Blitzing Strategy" to raise awareness.

Influencers

Dell will participate in social commerce in June by collaborating with career content creators with multicultural audiences within the target to create short form visual content.

91% take action after seeing content
120 million active users monthly
60% of users are 18-24

Media Allocation: 9.77%

@candancejunee

@erikakullberg

Digital Out Of Home

Digital OOH concentrated in Q2 spring to summer due to heavy commuter traffic in the warmer months to aid awareness to Dell.

Media Allocation: 0.08%

Connected TV

Heavy investment (CTV 30) in January (new year planning period) and May+June (back to school resource season). CTV 15 can be used during off months to sustain awareness.

Media Allocation: 7.27%

Digital Video

Video streaming via YouTube, Social media, online streaming mostly used by primary and secondary target (Hulu, HBO Max, BET, Twitch) concentrated in Q2 to garner awareness for experiential .

Media Allocation: 16.64%

Podcast

Dell will provide audio content featuring entrepreneurship/startup advice leveraging already available via the Dell for Entrepreneurs platform. 32% of target regularly listen to podcasts, and this number is steadily growing. This presents opportunity for Dell to diversify content in a way competitors have yet to do.

Media Allocation: 0.49%

Digital Display

Banner ads places consistently from Q1-Q4 on online platforms with high visitation among
Gen Z entrepreneurs

Media Allocation: 7.29%

Dell will utilize paid search all throughout Q1-Q4. In doing so, we are able to increase brand familiarity by advertising within sponsored listings of search engines.

Media Allocation: 34.27%