Patagonia Digital Strategy Final Presentation
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Transcript of Patagonia Digital Strategy Final Presentation
Patagonia Digital Strategy100% TRACEABLE DOWN INITIATIVE
RACHEL GITRE
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
Target Audience
Environmentally conscious
Outdoor enthusiasts
Males and females 25-55
Social Media Presence
Social Media Presence
Innovative Tactics
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 Awareness
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:
$540,000
$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
Closing the Loop
Steer away from “hard sell”
Rather build and maintain trust of our audience
Remaining environmentally responsible as the world evolves
Continue to grow brand equity and acquire new customers
Thank You!