The digital strategy plan outlines Trader Joe's goal to increase its online and social media presence while maintaining its low prices and high-quality products. It aims to engage more consumers through social media platforms like Twitter, Facebook, Instagram and Pinterest as well as through expanding its Fearless Flyer mobile app and online advertising. The $500,000 budget would be used for a full service media agency and paid online advertising, with key metrics including Klout, Hootsuite, Facebook Analytics and Google Analytics to measure performance.

1. Digital Strategy
Plan
By: Natalie Gray

2. Introduction
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Started as “Pronto Markets” in 1958
“Your Neighborhood Grocery Store” or “Your
Unique Grocery Store”
Innovative, hard-to-find, great-tasting foods
Stocks 4,000 items- 80% own brand
Currently no marketing or social media
Keeps prices low

3. Big Ideas & Goals
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More active online and social media presence
Engage with the consumer via the internet
Bring Trader Joe’s fantastic in-store culture
online without compromising low-prices or
high-quality
Fearless Flyer app
Get Trader Joe’s on every social media platform
having conversation with the consumer
Get more people to choose Trader Joe’s over
their other local grocery store

4. Target Audience
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Students, young singles, families, older
people
Highly educated, but on a budget
Dietary restrictions

5. Tools & Tactics:
Social Media
• Twitter- official account, interact with
consumers
• Facebook- official page, interact with
consumers
• Instagram- official account
• Pinterest- model after Whole Foods
• Blog- official blog, daily posts, new products,
recipes

6. Tools & Tactics:
Mobile
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“Fearless Flyer” Application
Currently the primary form of advertising

7. Tools & Tactics:
Online Marketing
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Google AdWords
Google advertising
Facebook advertising

8. Budget
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$500,000
Full service media agency
Paid online advertising

9. Key Performance
Indicators
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Klout
Hootsuite
Facebook Analytics
Google Analytics

10. Summary
• Trader Joe’s consumers are ready to join
the online conversation
• Trader Joe’s just has to make it happen!