A mock digital strategy for internet market giant Amazon.com.

1. “Dean’s List Deals for
Back to School”
on
Shane Torrey, 8.10.13
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2. What is amazon.com?
A multibillion-dollar Seattle, WA based company
launched in 1995.
The largest online retailer who sells everything from
books to clothing, electronics to auto parts.
amazon.com is customer-focused. The company offers
competitive prices, free shipping and other incentives to
improve the shopping experience. This is a key to
drawing customers back in.
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3. Who is the Target Audience?
17-24 year olds
Parents, family
Fans of the college
sports teams
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4. “Dean’s List Deals for Back
to College on amazon.com”
Centered around back to school sales. Runs from
Mid-May until the end of September.
Campaign operates with the help of
Social Media (Facebook, Twitter, Google+, Instagram)
Blogs
Google AdWords
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5. What are the Goals of the Campaign?
The campaign will feature deals on school supplies,
dorm and apartment furniture, decorations, school fan
gear, etc.
Create a webpage that is easy to navigate and lists all
products and deals associated with the campaign.
- Increase sales by at least 15% compared to last year’s
back to school promotion.
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6. Social Media: Facebook, Twitter,
Google +, Instagram
amazon.com will run promotions,
deals on FB, Twitter, Google+.
Encourages “Likes”, follows, and “+1” with
chance to enter raffle for one of five $100
gift cards.
Only gain access to some deals if a follower
on social media.
Instagram Contest
Contestants can post pictures of themselves
in school apparel with a hashtag to win a
$100 gift card.
Tweet Weekly Deals
amazon.com can tweet deals that change
weekly throughout the campaign.
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7. Blogs
Blogs can be promoted and linked to from all of the
social media pages
They can unveil new deals in this campaign, as well as
new features of the website as a whole.
Thought leadership marketing: offer tips for going away
to college, staying safe on campus, getting the best
grades.
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8. Google AdWords
Keyword Tool
Gives excellent ideas of what terms should be used in posts/ads to be more findable in searches.
Ads
Using terms like “college checklists,” “college dorm accessories,” and “apartment accessories” are good
terms to use in ads and posts.
To create an ad using these terms (and others in their AdGroups), avg cost-per-click is $2.79, which would
allow 5,240 clicks per day when following the budget.
Sample Ad
College Shopping @ Amazon
Low Cost College Dorm Furniture
20% OFF if you Order in Next Week!
amazon.com/furniture
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9. How much will this cost?
AdWords: $5,500/day x 30 days x 4 months =$660,000.
Contests: $100 x 5 social media raffle gift cards;$100 x 1
gift card from Instagram contest = $600
Social Media Strategist: $250/hr x 4 hr weeks x 5 days/
week x 4 weeks x 4 months = $80,000
Total Cost: $740,600
amazon.com spent ~$2 billion in 2012 on ads. This
campaign costs only .04% of that figure.
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10. What Measures the
Campaign’s Success?
Key Indicators
Click counters will monitor any amazon.com ads being run
through Google AdWords
Analyze the rate of increase in followers, “Likes”, and “+1”s and
compare to other times of the year.
Compare sales revenue to campaign cost from previous years to
this year.
Measure sales figures compared to past amazon.com “Back to
School” campaigns.
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