DIGITAL STRATEGY PROPOSALMEGAN ZOELLING

ADV 420 SECTION 743

Campaign Goals Target Audience:

◦ Stay-at-Home Parents◦ Retirees

Goals:◦ Increase online and mobile sales◦ Improve Search Engine Optimization

Digital Media Improvement

s

Increased consumer awareness

Increase in sales

Increased annual

revenue

Social Media

Most active users

Target Y- Generation

Live Broadcast Access

Wrong Demographic

No Consumer Interaction

Least amount of followers

Social Media

Internet Marketing Email Marketing

◦ Continue◦ Modernize◦ New subscription

options Blog

◦ Coincide with upcoming holidays and shopping events

Metrics/Reporting

Search Engine Optimization (SEO)

AdGroups: “Home shopping”, “retail deals”, “order online” “home decor” “easy online shopping”

Keywords: “fashion”, “beauty”, “shopping”

Website

Mobile Strategy

A B C D

Display Advertising Target: Facebook, AARP, Zulily, Parents Magazine website

Promote: Customer service, values and sales, ease of shopping

Budget

PPC2,683,560

Content2,683,560

SEO5,392,200

Social Media1,755,600

Total Budget(Annual Revenue x 9%) x 19% =(8,800,000,000 x 9%) x 19% =(792,000,000) x 19% = 150,480,000

Monthly BudgetTotal Budget / 12150,480,000 / 12 = 12,540,000

Budget per month