Patagonia Digital Strategy Final Presentation
Transcript of Patagonia Digital Strategy Final Presentation
The Big Idea
Increase awareness of 100% Traceable Down products
Increase sales of winter jackets in 6 months
Promote environmental responsibility and durability of Patagonia products
Key Performance Indicators
100% Traceable Down page visits YouTube promotional video views Increase in Likes and Followers on social media Targeted YouTube advertising with Google
Adwords Pay Per Click Weather Channel app advertising
Increase Awarene
ss
Generate Leads
Increase Sales
Budget
Monthly Total:
$791,666.67
½ Year Total:
$4,750,000
Mobile App and
Targeted ads:
$4,210,000
Digital Agency:$540,00
0
$570 million yearly revenue .05%=$28,500,000 yearly
marketing budget One third for Digital Marketing
leaves $9,500,000 for the year
Weather Channel app targeted ad: $12.50 per 1,000 views on
iPhone or Android $18.00 per 1,000 views on
Tablet or iPad