ADV 420 NMDL Final Project

1. LUCA SPENCE
SPLENDA DIGITAL MARKETING STRATEGY

2. CALORIE FREE SWEETNESS
Background Info
Synthesized in 1976 at the University of London
Approved for trade in the U.S. 1988
Chemically based off of sucralose, sans calories
Owned by Tate and Lyle (Britain)
Johnson and Johnson (US)
•Business Details
•Currently boasts a 63% market share in the $1.2 billion High Industry Sweetener Industry
•Targets mostly women aged 20-40 and Diabetics of all ages
•New Markets: Men and Women 15- 50 ; Diabetics

3. DEVELOPMENT
Threats
•Competitors selling similar products
•Safety issues
•Health Fads
Goals
•Grow target market to include all genders and demographics
•Incorporate social media to reach younger customers
•Capitalize completely on virtual resources

4. •“ A sweet, stable sugar replacement that’s easy on the wallet and the waistline.”
CAMPAIGN SLOGAN

5. DIGITAL MARKETING STRATEGY
•Social Media: Blogs, Facebook, Twitter, Instagram
•Ramp up Social Media campaign to reach millennial
•Establish a connection and relationship with customers
•Monthly Photo Contests for prizes
•Internet Marketing: YouTube Advertisements, Google Adwords
•15 second snippets for YouTube videos
•Ensnare Googlers with ease
•Track the traffic generated
•On the Go Marketing: Mobile App
•Easier to access, interactive version of website
•Lots of exposure to be had in the App Store

6. SOCIAL MEDIA
•Facebook, Twitter
•Post company news
•Include seasonal updates
•Relay new product information
•Synchronize with blog and Instagram accounts
•Blog
•Include detailed descriptions of company’s actions
•Share recipes and receive customer feedback
•Instagram
•Monthly photo contest where viewers post photos of Splenda creations
•Winners get a year’s free supply of Splenda
•All posts using #SplendidSplendaSunday will be judged

7. INTERNET MARKETING
•Google Adwords
•Capture Googlers searching for “sugar” “Splenda” “Diabetes”
•Utilize Pay Per Click system to track the progress
•Only pay customers who was directed by a Splenda ad
•YouTube
•15 second snippet ads on videos relevant in the past 3 years
•Link to the website and mobile app
•Include all social media handles on ad

8. MOBILE APPLICATION
•Available for iPhone, iPad, Android users
•Shows stores nearby carrying Splenda products
•Lists of recipes, contacts also using the Splenda app
•Coupon giveaways
•Link with social media accounts to view #SplendidSplendaSunday submissions
•Free, complete with periodical pop-up ads
•Abbreviated version of the full website

9. MEASURES OF SUCCESS
•Measure the likes on Facebook and Instagram
•Keep track of Twitter followers
•Use Google Analytics to decipher website traffic measure overall efficiency
•Observe relationship between likes, follows, views, and total product sales

10. TIMELINE AND BUDGET
Timeline
•July 2014-January 2015
•Incorporate sugary drinks and baking season
Budget
•$1,750,000 total
•Social Media ($650,000)
•Mobile App ($250,000)
•YouTube Ads ($500,000)
•Free Product ($250,000)
•Google Adwords ($100,000)