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Big Sally’s Drug StoreMarketing Plan
Big Sally’s Drugstore: Current Snapshot
• Industry magazines = $70,000/year• Website = $15,000/year• Print Campaigns = $36,000/year• Community Sponsorships = $30,000/year• Facebook Page = 160 Likes• Typical ROI = sales and people attending
sponsored lunch and learns
Expectation: Locally owned and loved natural supplement company trying to compete against national brands without national distribution
Keeping you healthy, naturally.
Big Sally’s Drug Store
Strategy
• Market lunch and learns sessions
• Digital reciprocity
• Make branding and name consistent
• Establishing an online store
Business Objectives
Keeping you healthy, naturally.
Big Sally’s Drug Store
• Eco-friendly people with holistic and natural lifestyles “modern day hippies”
• 25- 45 years old
• Earth-friendly lifestyles – strive to live eco-friendly, naturalistic, communal
• Support local economy over big-box stores
Insights
Metrics
“To increase sales and profits by taking away market share from big name retailers while still maintaining the reputation as a community based company.
This will be accomplished by increasing the social footprint of the Big Sally’s name online. There should be a direct correlation between the number of friends, followers, subscribers etc. and engagement level. The higher both of these numbers are should translate into higher sales.”
Success is defined as:
Keeping you healthy, naturally.
Big Sally’s Drug Store• Rebranding
• Create an online store
Recommend Action
• YouTube
Organization
• Web Developer
• Skilled Community Manager and Warehouse Manager
• Training for new staff on products
• Social media policy and strategy development and training
Required Resources & Training
Keeping you healthy, naturally.
Big Sally’s Drug Store• Inability to find proper staffing
Potential Barriers
• “Centre of Excellence”- the Community Manager will define the social media policy and strategy and make these clear to all employees
Hub & Spoke Approach
Technology
Home Base
• Main Website
Outposts
• Facebook• Twitter• Linkedin• YouTube• Google
Analytics
Passports
• Various Blogs (to mostly hear what people are talking about)
Thank you!
Questions?
Keeping you healthy, naturally.
Big Sally’s Drug Store
