Upload
margaret-gosselin
View
66
Download
1
Tags:
Embed Size (px)
Citation preview
New Digital StrategyBy. Margaret Gosselin
April 12, 2014
Middle-age men and womenLive in areas where Schuler bookstores are locatedRegularly read for leisure purposes
Target Audience
Digital Strategy Objectives
1.Create awareness and/or generate trial
2.Create a significant online following
3.Generate product sales
MEASUREMENT
Campaign results will be measured through use of:Monitoring website trafficKeeping track of “likes” and shares on FacebookAdvanced Twitter Search, hashtags, follows and retweetsGoogle AlertsCheck-Ins on FoursquareIn-store and online salesGoogle Analytics
“This or That” Concept
Media Platforms:FacebookTwitterGoogle AlertsGoogle AdwordsGoogle AnalyticsFoursquare
1-year Budget is 170,000 and includes:Facebook cost-per-clickGoogle Analytics Premium PackageAgency Costs
SummaryTarget is middle-aged men and women in area of stores who readCampaign will create awareness and generate trialUse of social media vehicles including Facebook, Foursquare and TwitterCampaign will utilize Google Analytics tools in order to measure success in addition to salesCampaign’s overall cost will be $170,000