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l
       D   igita
   rpie rategy
Sha a St
    i
Med    	

       	

     s
                   ellow
      by J   ulia F
Target Audience
↝ Graphic Designers	

  ↝ YOUNG Graphic Design
    Professionals	

  ↝ Graphic Design Students	

  ↝ Working in the United
    States	





             http://www.businessinsider.com/photos-artspace-office-tour-2012-01?op=1
Why Young Graphic
           Designers?
↝ Young = Future	

↝ Untapped Market	

↝ “The Cool Kids”	

↝ The Digital
  Generation	

↝ The Social Media
  Generation	




           http://interactiveblend.com/blog/creative/free-adobe-cs6-vector-icons-download/
Big Idea
1.  Get young graphic designers talking about using
    Sharpie products on social media outlets	

2.  Increase sales to target demographic	

3.  Make money!
Tools and Tactics
↝ Target influential design
 bloggers	

  ↝ 5 big bloggers	

  ↝ Different kinds of posts	

     ↝ Work showcase	

     ↝ Product review	

  ↝ Social Media Sharing	

     ↝ Facebook	

     ↝ Twitter	

     ↝ Instagram	

     ↝ Pinterest	


                            Instagram User mutto
Tools and Tactics
↝ Sharpie Creations	

↝ Ads of varying sizes	

   ↝ 15 six-month ads	

   ↝ Graphic design blogs	

   ↝ Portfolio showcase sites	





                          Kristen Caston Behance Portfolio
Key Performance Indicators
↝ Get young graphic designers to support Sharpie	

  ↝ Gather demographic data on different social media
    platforms	

  ↝ Increase in followers
Key Performance Indicators
↝ Increase in sales to target demographic	

   ↝ Increase in sales at niche specialty stores (e.g. art supply
     stores)	

   ↝ Survey of buyers at office stores (e.g. Staples, Office Max)
Budget
Item	

                            Summary*	

                                       Cost	

Strategy	

                        20 hours	

                                       $5,000	

Planning	

                        15 hours	

                                       $3,750	

Building	

                        20 hours	

                                       $5,000	

Implementation	

                  40 hours	

                                       $10,000	

Management	

                      30 hours	

                                       $7,500	

Paid Media	

                      15 ads at $500 per month	

                       $7,500/month	

Incentives for Bloggers	

         5 $100 packages	

                                $500	

                                                                TOTAL FOR ONE MONTH**: $44,250 	




                                                *125 hours total	

                             **NOT INCLUDED: sales to specialty stores and cost of surveys
Conclusion
↝ Get young graphic designers to talk about Sharpie	

↝ See increase in Sharpie sales

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Sharpie Digital Media Strategy

  • 1. l D igita rpie rategy Sha a St i Med s ellow by J ulia F
  • 2. Target Audience ↝ Graphic Designers ↝ YOUNG Graphic Design Professionals ↝ Graphic Design Students ↝ Working in the United States http://www.businessinsider.com/photos-artspace-office-tour-2012-01?op=1
  • 3. Why Young Graphic Designers? ↝ Young = Future ↝ Untapped Market ↝ “The Cool Kids” ↝ The Digital Generation ↝ The Social Media Generation http://interactiveblend.com/blog/creative/free-adobe-cs6-vector-icons-download/
  • 4. Big Idea 1.  Get young graphic designers talking about using Sharpie products on social media outlets 2.  Increase sales to target demographic 3.  Make money!
  • 5. Tools and Tactics ↝ Target influential design bloggers ↝ 5 big bloggers ↝ Different kinds of posts ↝ Work showcase ↝ Product review ↝ Social Media Sharing ↝ Facebook ↝ Twitter ↝ Instagram ↝ Pinterest Instagram User mutto
  • 6. Tools and Tactics ↝ Sharpie Creations ↝ Ads of varying sizes ↝ 15 six-month ads ↝ Graphic design blogs ↝ Portfolio showcase sites Kristen Caston Behance Portfolio
  • 7. Key Performance Indicators ↝ Get young graphic designers to support Sharpie ↝ Gather demographic data on different social media platforms ↝ Increase in followers
  • 8. Key Performance Indicators ↝ Increase in sales to target demographic ↝ Increase in sales at niche specialty stores (e.g. art supply stores) ↝ Survey of buyers at office stores (e.g. Staples, Office Max)
  • 9. Budget Item Summary* Cost Strategy 20 hours $5,000 Planning 15 hours $3,750 Building 20 hours $5,000 Implementation 40 hours $10,000 Management 30 hours $7,500 Paid Media 15 ads at $500 per month $7,500/month Incentives for Bloggers 5 $100 packages $500 TOTAL FOR ONE MONTH**: $44,250 *125 hours total **NOT INCLUDED: sales to specialty stores and cost of surveys
  • 10. Conclusion ↝ Get young graphic designers to talk about Sharpie ↝ See increase in Sharpie sales