Marketing Strategy for Unwrap Your Map™

Unwrap Your Map™ is a B2C company combining the fields of Personal Development and Travel & Tourism, focused on educating and empowering young adults (Millennials, Gen Z) to take advantage of long-term international work and travel opportunities. Aimed at providing insight to Working Holiday Visas and other international programs, my goal is to inspire and encourage travel post-graduation and pre-workforce. By helping clients understand the personal and professional benefits of working and traveling abroad, I intend to motivate and provide resources and coaching to those with an interest in gaining an international living/working experience. I am seeking assistance with market research and marketing plans with long-term efficacy both in digital and non-digital platforms. The project would consist of overall marketing planning, content creation, as well as creative approaches to finding and marketing such a service to a college-aged and post-graduation consumer. -------------------------- Summary: As a new business in a new field, the struggle has most certainly been in the areas of Market Research and developing an appropriate Marketing Strategy to accompany the research. I would like to know how best to find and reach my target market, but also looking to find the ideal delivery for product/service which they'd be most receptive to (digital, personal, DIY, etc). Social Media Marketing has been a big part of current marketing efforts, however my target market isn't necessarily vocal through social media about specific desire or interests around living, traveling or working abroad. The stage in life, combined with internal desires for this kind of experience aren't something easily quantifiable through the online space, therefore I'm struggling to find and reach potential clients. I'd like to best speak to their desired outcomes - an adventure, new challenge, cultural immersion or work experience abroad. Considering options in book form, online course, membership, 1:1 training, motivational on-campus talks, etc. Hoping Market Research could narrow down the most appropriate way to deliver the product, and a Marketing Strategy can be provided to help implement these new ideas in the best way. In regards to Market Research: I want to better understand my target market and audience as well as the overall market so I can uniquely position myself within the industry. The research will include: Target market research - where are they 'hanging out' and how can I best capture their attention. Industry size and market potential - how broad can this niche span, and what areas for growth exist. Competitive landscape - Collaboration and competition (SWOT analysis) Strategic positioning of the brand - What outlets are best for optimal positioning In regards to a Marketing Strategy: I am looking for students to help me build a marketing strategy that would grow and engage my target market. I’d like to know how I can maximize different channels and what will work best for this growing market. The main questions I’d like students to help answer are the following: How should I promote the company? From a digital perspective, but beyond as well. Looking for low budget advertising solutions and integrated marketing plans to accompany a strategy. What messaging should I use? Aiming for fresh and engaging content relevant to the age group, but also parent-approved marketing tactics. Looking for a Public Relations strategy that has the right kind of reach for my message. Ideally, projects would be a mix of market research, with creative solutions and recommendations well suited for reaching the ideal client. Development of a media kit or plan for online and offline marketing would be a great help. I am completely flexible, open to ideas and creative alternatives! Happy to work with students in a scenario that allows for free-flow of ideas, insight and creative dialog. Thanks for considering, feel free to reach out with questions!