TOMS Roasting, Co.Digital Marketing Strategy

Prepared by Sarah Sheff

Overview

• Background• Audience• Big Idea• Tools & Tactics• Key Performance

Indicators• Budget• Conclusion

Background: TOMS Makes Coffee?

• TOMS Roasting, Co. + Water for People

• Purchases support long-term solutions

• “One for One” but more sustainable

Target AudienceMillenial – Highly Active on Social Media –

Trendsetter in social circle

Big Idea

Long-termsolutions

LocalOwnership

Water for All

• Educate and empower target audience • Target audience educates other consumers

A Sustainable “One for One” Concept

Tools & Tactics

• Social Media– Audience

encouraged to post pictures• #OneforOne• #MyTOMSRoast

– Engage through liking, commenting, retweeting

Tools & Tactics

• Blog– Educational

component– Engaging content• Images and video

featuring real people from impacted nations

• Provide visual update on development of water systems

Budget• $35,000 for the duration of the campaign (3-4 months)• Financial resources used to create high quality content• International videos, translation, etc.

• Constant interaction with consumers, focused on frequency and efficiency

Key Performance Indicators

• General traffic (blog and website)

• Social traffic & conversions

• Keyword performance– TOMS– MyTOMSRoast– TOMS Roasting, Co.

• Goal Completion Rate:– Signing up for TOMS

Roasting, Co. updates– Coffee purchases

ConclusionEducate Target Audience – Empower Sharing – Empowered and Educated Consumers