I earned a certificate in Digital Marketing from NYU in Summer 2015. This is one a final project that I led in a digital advertising strategies course I took that explores integrated marketing ideas for Naturebox.

1. Steve Moskowitz
Hannah Campbell
Zev Gotkin
Sandy Ramos
Amit Agarwal
21-Oct-14
Group G

2. What Is NatureBox?
• Friends Ken and Gautam created a company that
allowed healthy snacks to be delivered at your
door step by the click of a button
• Provides customers a pre-packaged box full of
healthy snacks that fit their health needs and
lifestyle.
• A company focused on snacks because snacks are
a major contributing factor to obesity.
21-Oct-14
© 2014 ShiftF5 - Confidential Information for Mack Burnett
• In 2012, NatureBox sold 50,000 boxes
• In 2013, NatureBox sold 1 Million boxes
• Projected in 2014 NatureBox should surpass
their sales by 300%
• They currently are targeting head -of-
household (70% women, 30% men)
“I lost 70 pounds simply by creating a
healthier lifestyle”. – Gautam

3. Goals
Increase Website traffic by 500%
 Use social media strategically to build a strong
website traffic
 Use variety of content to reach the end user (blogs,
pins, ads, emails)
Convert 60% of trial offers into multi month subscriptions
 Targeted Ads to relevant TG (remarketing).
 Try different trial offers to excite the user, keeping
the cost low.
Win back 20% of past trail subscribers
 Effective buy back strategy using personalized
email messaging, and social tools
We intend to generate an additional revenue of $ 100K through NatureBox subscriptions
from Jan to March 2015. (With a marketing budget of $40K, 40%)
*Average retention period of each
customer is 3 months.
Working Cost Sheet for Nature Box
Per Box % $
Avg Price per box to
customer $12
Cost of one box to nature
box 30% $3.60
Sales & Marketing 40% $4.80
Shipping 5% $0.60
Profit (gross) 20% $2.40
Others 5% $0.60
100% $12.00
Reach
Targeting
Remarketing

4. Who is Our Target Market?
•18-49 yr old, single career women
•$50-90K yearly salary
•Health conscious lifestyle
*$240 yearly to allocate to healthy
snack foods
21-Oct-14
Who is segmented?

5. Indie Woman On The Rise
Who is an Indie Woman?
•31 million strong
•27 and older
•Lives alone and has no children
•Spends $1,600 on food and beverage each
year
•No time to cook
• Looking to purchase semi-homemade meals
that use fresh, high-quality ingredients.
In 2013, The Lempert Report accurately
predicted that there would be a rise in “Indie
Women” in 2014.

6. What is the Offer?
•Initial Offer: 50% off your 1st
box with a subscription
•Win-back offer: Free Trial
 Try your 1st
box for free with a subscription

7. KPIs
•Percentage of people clicking on Ads to
Landing page.
•Conversion rate for e-mails on landing page
•Conversion rate of trial from E-mail
•Conversion rate of subscriptions from trials

8. Landing Pages for SEM
Website Mobile

9. Enrollment Page and Captured Data
• Name
• Email
• Phone number
• Address
• Credit Card/Billing
Essential information that allows contact with potential customers during the trial
period to help convert them into a subscriber. This information will enables us to make
multiple impressions and guide prospects down the conversion funnel.

10. Competitors
8k likes
67 posts
444 followers
1157 tweets
88 followers
113 posts
88 followers
28 posts
814 followers
Private profile
50 tweets
714 followers
N/A
493 posts/ 26k
followers
18500 tweets
52k followers
6500 pins
52k followers
118 subscribers
1MM + likes

11. Marketing Strategy

12. Digital Channels
Social Media Facebook, Twitter, and Pinterest
Social Media Advertising Facebook Ads, Promoted Tweets, Promoted Pins
E-mail Co-branded Partnered Solo Blast & Customer E-mails
PPC / Display Google Adwords and Google Display Network

13. Strategies
Acquisition SEM, Social Media
Retention E-mail, Social Media, Banner Ads
Win-back E-mail, Social Media, SEM, Banner
Ads

14. Tactics
• Twitter campaign
• Instagram / Pinterest contest
• E-mail retargeting
• Loyalty program
• Promotional offers with social tie in
• Online Contests (Facebook)
• Charity events/Community service oriented projects
• Email capture on social media through contests and event registration etc.
• Mobile App (Health focussed)
• Mobile and Tablet Website
• Print media at doctors office
• Youtube / Video Contests

15. Reach Our Audience
Digital Channels
• Social Media
• E-mail
• Social Media Advertising
• Google AdWords

16. Building Relationships Between People
and Naturebox
1. Acquisition: Mobile ads, SEM, Blogging (company blog and
others), Social Media (Pinterest, Facebook, and Twitter),
Affiliate
2. Retention: E-mail, Social Media, SMS, Banner Ads, Blogging
3. Win-back: E-mail, Direct Mail, Social Media, SEM, Banner Ads

17. Social Media
• Over 1,000,000 likes
• Contests
• Recipes
• Engagement & Shares
Facebook

18. Facebook Ads
Gender: Female
Age: 18-49
Salary: $75k - $100k
Relationship Status: Single or In a
Relationship
Education Level: College Graduate
or higher
Life Events: Live away from home,
live away from hometown,
new job (6 months)
Lauren

19. • 53 million unique monthly users
• 80% female
• 20% of all women in US
• 18% of users have income $70,000
Social Media
Promoted Pins
CPM 30-$40
Engagement
Pinterest

20. Social Media
•Jokes
•motivational
•quotes
• recipes
•Conversations
201K Followers
18K TweetsPromoted Tweets
• Create Some Buzz, Generate
Activity, Gain Attention
• Target Specific User Groups
• Increase Followers
• Target by keywords, television
viewing, interests, and own data
Engagement
Twitter

21. Search Engine Marketing

22. SEM (contd.)

23. Google Display Network
1. Equinox
2. Whole Foods
3. Soul Cycle
4. Her Campus
5. 20-Nothings
6. Bloggess
7. ChicCeo
8. City Girl Confidence
9. Corporette
10. Daily Worth
Retargeting and Remarketing

24. • Drip Campaign for users signing up and
going through order process
• Retention e-mail to users who cancel
• Abandonment e-mail to users who don’t
complete form
• 81% of US digital shoppers said they were
at least somewhat likely to make
additional purchases, either online or in a
store, as a result of targeted emails.
Example E-mail

25. E-mail Marketing - Solo Blast
+ =
1.Equinox Fitness is the luxury fitness brand of the company. It aims at delivering a high-end
experience to health and fitness.
2.Health club memberships nationwide are 48 percent male and 52 percent female.*
3.The average health club member has an annual income of $76,000.*
4.132,138 Likes on Facebook - approximately 69,000 are women.
*International Health, Raquet & Sportsclub Association (IHRSA) Member Census

26. Cost of Marketing Campaign
We will use Facebook, Pinterest, Emails, Google, and Health Websites
to reach our target audience

27. Target Reach
Our estimated target reach is 949,343 Ad placements
2778
14%
11%
19%
14,206
132,908
949,343 Reach/
Ads
Visitors
Signups
Conversions
2.09%

28. Ad ImpressionAd Impression
User clicks the adUser clicks the ad
User enters landing pageUser enters landing page
Sends ShipmentSends Shipment
remarketingremarketing
Seek FeedbackSeek Feedback
RemarketingRemarketing
Customer Retention StrategyCustomer Retention Strategy
OfferOffer
Goal 1. SITE TRAFFICGoal 1. SITE TRAFFIC
Goal 2. TARGETINGGoal 2. TARGETING
Goal 3. WIN BACKGoal 3. WIN BACK
Subscribe
Marketing Flow
Take the
offer?

29. Thank You!