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Aviva Project

Date post: 07-Feb-2017
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Social Media Manager’s Course Final Presentation By Alisa Itskova
Transcript

Social Media Manager’s Course Final Presentation

By Alisa Itskova

Sit comfortably and enjoy!

AVIVA TLV

Aviva TLV - is an art project and ongoing mini blog about the trendiest places and the best things to do, eat and experience in Tel Aviv.

“Hello, my name is Aviva. I'm a young jellyfish and I came to Tel Aviv to become its mascot. Since I can remember I've always wanted to live in this beautiful city. Our family used to come here every summer for vacations. Now my dream came true, I settled down in Tel Aviv and it's great!

Let me guide you through all the best the White City has to offer!”

AVIVA TLV

SWOT

Strengths - Very cute and friendly character that represents a modern tel avivian citizen. (many social groups can relate to it i.e LGBT, women, children, hipsters, artists & etc.) Connection to Tel Aviv municipality. Creative and passionate team. It's a flexible project, that can respond to and quickly adapt to different trends. No strict framework (we can be anything we want).

Weaknesses - Aviva is a jellyfish and many people in Tel Aviv are really repulsed by it and don’t have positive associations with jellyfish.

SWOT

Opportunities - Various potential collaborations with local artists, chefs, celebrities and etc. Tel Aviv doesn’t have a symbol or a character yet. There are more and more olims coming to settle down in the city.

Threats - Terrorism, well-established competitors.

USPAviva is currently a unique project in that it’s the only character that aims to become the symbol of Tel Aviv (there are no more competitors). Aviva is not a person or a website, it’s a wannabe mascot that exists as a real doll in the physical world and as a online character.

Mission/Vision Statement

To become a symbol of Tel Aviv (Mascot) that both locals and tourists worldwide will associate the city with.

To enhance and promote the image of Tel Aviv (and Israel overall), as an open, creative, multicultural city of opportunities, thriving culture, dynamic art scene, innovation and freedom of self-expression.

To promote and grow the community of local artists and creative collaborations in Tel Aviv.

Target Audience/Personas

Tourists:

David, 25, from the USA. Came to Tel Aviv with some friends for a couple of weeks during his vacation. Savvy, curious, likes to go out and experience new things but doesn’t speak any Hebrew. Fond of live music, movies, nights out. Wants to know more about Israeli culture and the city of TLV.

Target Audience/Personas

Olims:

Priscilla, 30, from Brazil. Made Aliyah 6 months ago. Started Ulpan, but gave it up due to a busy life. Works in a High Tech start-up. She’s vegan, open-minded, loves animals, LGBT friendly. She’s very interested in art and likes to be up-to-date with local trends and the hip scene of Tel Aviv. Her Hebrew is A+ so she finds it hard to read Time Out.

GANTTSun Mon Tue Wed Thur Fri

Events Shuk HaCarmel Tour with Aviva

Dance show at Suzanne Dellal Center for Dance and Theater

Gan Meir offering dog adoption

Places SPICEHAUSBar on Dizengoff St.

Bauhaus Center and its tours

Interesting facts about TLV

The Pagoda Building

… And Snackables

Regular fun posts, visually attractive, with photos or videos of Aviva involved in the current popular events in TLV

Paid Facebook Campaigns

Campaign Overview (Olims)

Campaign Overview (Tourists)

Instagram Organic Post 1 (via Boomerang)

Instagram Organic Post 2


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