Amazon Mock Campaign Plan

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Executive Summary
This campaign will help shift the public opinion of Amazon as well as attract new
customers. Amazon has progressed over time very rapidly. The company started as a bookstore
and eventually became an e-commerce mogul. There are many companies in competition with
Amazon. However, it depends on how you define competition. As time progresses and the
company continues to grow larger and expand into other markets, people will slowly grow
hesitant, if they have not already developed their negative thoughts. In combating this
potentially dangerous situation, the company will create a proactive plan that will lessen the
need for a reactive plan. This year is the prime time to place a campaign like this in place. As the
days go by, Amazon grows larger. The campaign will focus on exposure to new demographics
and initiatives that will soften the company from being a Goliath to just David. It is not likely
that options will become that positive, however. The change will come from this campaign.
Amazon will begin by reaching out to the population, using philanthropy as an
opportunity to gain traction with the public. The company will increase social media and
community presence by hosting events and online contest. This campaign will emphasize
college students. College students are the consumers of tomorrow and also the employees and
employers of the future. Helping people understand the importance of having Amazon in their
community will take work. An initiative will be created to help the company hire over 1,000
felons over a ten-month period. Amazon will also aimto raise a minimum of 300,000 dollars in
funds to operate the giving bus. Engaging in charity and getting involved in the community is
the most opportune way to set a positive example of how the company can help people as
individuals, employers, and entrepreneurs.

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Company History
1994, Jeff Bezos had an idea called the Cadabra Market, the concept of Cadabra market
eventually became known as Amazon. Amazon began as an online book retailer. Novels and
textbooks were the original goods offered by the company (Forbes, n.d). The company was
branded by the CEO Jeff Bezos, as a technology company that works to simplify online
shopping. Skeptic journalist and financial analyst referred to Amazon dot com as Amazon
"dotBomb" (Encyclopedia Britannica, 2013)
Amazon emerged as a competitor in the bookselling industry. Contenders, Borders
bookstores, as well as Barnes and Noble, rivaled Amazon in the mid-1990s. (Noguchi, 2011)
Barnes and Noble and Borders both expanded into online businesses, as the companies entered
the millennium. Borders bookstores eventually faded away, as Amazon overtook them in book
sales. That was the beginning of progression for the company. The year 2001 began with a net
loss of $567 million.) Amazon’s profit began to evolve, “The Company ended 2001 with $996
million in cash and marketable securities on hand” (Dignan, 2002).
The company proliferated. “Get Big Fast” was the term that Jeff Bezos used to describe
the next step in the companies’ growth. 189,000 customer accounts were created by December
1996, in October 1997, it had acquired 1,000,000 customers. The profit also grew with the
customer subscriptions. In 1996, the profits were 15.7 million, and eventually, in 1998, the
profits reached $610 million. Expansion of goods and services then began. Toys, videos, and
games were the next things that Amazon began to sell. In the United Kingdom, as well as
Germany international expansion began. (Dignan, 2002)
2002 was the birth year of Amazon Web Services’. The service offered analytics on
internet data and traffic. Eventually, AWS expanded to establishing its cloud storage. The cloud
rents data storage to other businesses, as well as computer processing power. Ironically,
Amazon sold their data storage to their now streaming rival, Netflix
Before 1997, the company carried none of its inventory, however in 1997 that changed
to holding their inventory in their Washington based headquarters. In 2006 Amazon began to

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also work as a fulfillment service for companies such as Toys-R-Us. In the years following,
Amazon began to start creating Amazon-branded products. Amazon Kindle, a reading device.
The Amazon Fire Stick and Amazon Fire TV. Amazon also created Alexa, Artificial intelligence,
and smart technology has become part an essential and competitive part of the Amazon family.
The Amazon smart technology was developed by Amazon Lab 126; Analysts predict that the
worldwide IoT market will grow to $1.7 trillion in 2020 with a compound annual growth rate of
16.9%. Gartner predicts that 25% of households using an intelligent virtual assistant will have
two or more devices by 2020 (Hyunji Chung, Jungheum Park & Sangjin Lee). Amazon was
proactive in this statistic by rolling out items such as the Amazon Echo. The company continues
to grow and expand rapidly. The future of the company remains unpredictable.

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What is a SWOT analysis? How is it
beneficial?
SWOT analysis can help a company with process improvement, changes or shortcomings
firms experience. However, SWOT analysis can also help companies make decisions, or
determine the correct direction when trying to resolve and identify needs. Evaluating the SWOT
analysis will define topics identified that will help Amazon decide the next steps in brand
management. The SWOT analysis below will help to facilitate a campaign, based on a need
identified as a communication flaw; the review below is used to compare Amazon to various

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contenders in the same market. Identifying strong areas of effectively contribute to the brand
image by comparison.
SWOT
Strengths are rooted very deeply in the Amazon culture. Amazon customers are loyal,
and due to Amazon Prime, many of them return. The company is developing at such a rapid
pace that, some people may have issues with the thought of such rapid expansion. That
remains a weakness for the company.
Amazon has a vast selection of products and services to for customers to pick. Even
though a vast number of products can be a good thing, it is sometimes overwhelming for
consumers that do not usually use the website. There are one and two-day shipping options;
Amazon offers convenience to its customers. If you need a birthday present by Friday and you
order it Wednesday, you will have it in time.
When a company is expanding, it leaves the door open for the creation of new jobs.
Amazon can hire thousands of people within the next year, to work their Warehouses and
delivery routes. The implementation of more employees and delivery drivers the company can
move into smaller and rural cities. The more expansion occurs, the more opportunities for
raising revenue or growth opened up.
Even though the company is large, it has its weaknesses. Some people do not like large
corporations. However, the company is advancing at such a rapid rate. It is sometimes

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challenging for some people to understand the good in taking the business from others. Many
other companies are closing due to bankruptcy. Some people blame Amazon for the shutdown
of these groups. When customers form these options, the consumers having the proper
information or are misguided about why specific groups went down; they will point their finger
towards Amazon.
Damaging opinions of Amazon from consumers or non-consumers put the company in a
place where it has some imminent threats. Walmart is one of those risks. Walmart is creating
features such as Amazon. They will now deliver your groceries to your house and so much
more. The danger, however, can be weakened if the company works closely to resolve these
problems and some before they can happen.
Market/Competiton
Amazon has expanded into various businesses; they are no longer an online book
market. Amazon’s expansion can scare anyone. People believe that the growing frequency and
number of layoffs for companies are in fact due to the growth of Amazon. The truth of that is,
Amazon and other e-commerce sites do have a part in it. However, some businesses were
heading toward financial failure due to the internet becoming a more common way of
shopping. The job loss for most companies was about the decline in economic growth. Before
Toys-R-Us filing for
bankruptcy, the company quarterly reports show that they are in 5 billion dollars in debt.
(Armstrong, 2017) Lego, a toy company, was also forced to cut 1,400 jobs. Many businesses are
closing or projected to close by the end of 2017.

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The retail market is shifting to e-commerce versus brick and mortar. Some consumers
blame Amazon. If they are not currently feeling as though Amazon is putting other businesses
out of business, they might potentially in years to come as Amazon expands. People need not
fear Amazon’s market dominance. The fear of monopolization leads people to think that
Amazon is taking over the world and virtually stealing smaller and weaker companies.
Goods & Services
Amazon Prime
The service allowed free two-day shipping and discounted next day shipping. Prime
members can get cut prices and access to certain things such as music and an e-book library.
Amazon Kindle
Kindle is an electronic book and tablet, created by Amazon in 2008. (Ragen, 2008) The
devices can download books from Amazon and other electronic sources, as well as browse the
web. “The pad has the advantages of the book without its drawbacks—the bulk, the limitations
on how much text can be made to fit into a single volume, and the problem that annotating a
paper book means, in some ways, ruining it.” The device has made changes and upgrades.
There is a paper white version, which looks like a book, as well as one that looks like an ordinary
tablet.
Amazon Go

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Amazon Go is a grocery store that is unmanned. Consumers shop by downloading the
AmazonGo application on their phones. Customers pick up what they want, and facial
recognition technology monitors what is picked up. At the end of a customers visit, they walk
out and scan the application at the door scanner and exit. The company bills the customers
chosen form of payment or Amazon account. Amazon also has other ways to shop for groceries.
Amazon Fresh, a delivery service for supermarkets, as well as Amazon Express. Amazon Express
is a service that enables parking and having groceries delivered to the car, very similar to
Walmart. Amazon is convenient for the shopper. However, only %35 of people say that they
would currently shop at Amazon Go. (The Food Institute, 2016)
Amazon media services
Streaming television, music, and voice-activated order. Amazon Alexa is the operating for
Amazon smart devices. It ranges from a gifted speaker; a voice-activated part of FireTv or the
Amazon fire stick. Amazon has created it is FireSticks and FireTv to enable customers to cancel
cable or to have in-demand entertainment.
It is not realistic to address all of Amazons innovations, goods and services, but they are
innovating and creating new services at a rapid pace. Amazon Air, and airline and Amazon
Prime fleet are future developments. Amazon Air is a timely way of transporting good across
the world in the same manner as FedEx or UPS. The company is “now leasing 40 Boeing 767
wide-body jet freighters, flying daily from its hub in Wilmington, Ohio.” The company is looking
to purchase its’ own Amazon exclusive airport. (Hallam, 2017)

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Market and Competiton
Streaming
Netflix and Hulu are streaming services
available as a cable alternative. 58.3 percent of
people are currently streaming television. A
survey of 3,153 people shows that 49 percent of
people use Netflix, 19.9 percent of people use
Amazon Prime. There is only 12.1 percent of
people that were using Hulu in 2015. (Bookman,
2015)
Shipping
UPS and FedEx are package delivery services.
These companies have their airlines. Both
companies have storefronts. However, Amazon is
about to begin its carriers and package delivery
service called “Global Supply Chain.” The
company intends to “put itself at the center of a
(Netflix Logo, 2017) 1
(UPS FedEx, 2016) 1

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logistics industry that involves shippers such as
FedEx and UPS as well as legions of middlemen
who handle transnational cargo and paperwork
(Spencer, 2016). Amazon is taking the steps
necessary to cut cost by eliminating the
middleman.
Fulfilment and E-Commerce
Alibaba is a global fulfillment company based in
China. The distribution market is projected to
surpass a value of $1 trillion, with as many as
$900 million shoppers. (Spencer,2016) In 2014,
Alibaba was the most extensive public offering.
Alibaba has eighteen founders, all of which reside
in the Cayman Islands. Alibaba has been in the
public eye for fabricating business documents, as
well as shares in the Hong Kong Stock Exchange.
(Burke, Q. L., & Eaton, T. V, 2016).
Grocery
(Ali Baba Logo, 2017) 1

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Grocery and parking lot delivery trends are rising. Walmart now has a service that has
employees that will bring groceries to your home and put them away while you are away. “The
retailer, looking to get any new advantage it can occur in grocery delivery
over Amazon.com. Amazon now that its biggest rival has bought Whole Foods is testing the
idea in Silicon Valley only for now and restricting it to August Home customers who opt-in”
(Wahba, 2017). Shipt, Instacart, and Postmates are other delivery services available to
consumers. Around the world, thirteen percent of people are using grocery delivery
services. That number is expected to grow to fifty- five percent by the year 2020. Amazon
Fresh has competition. However, according to a survey by Fortune magazine, people voted
Amazon the most trustworthy delivery service. Integrating whole foods has increased
consumer trust in just six months. Forty-nine percent of adults under 45 say that they have
tried Amazon fresh, fifty-three percent of adults between thirty and forty-four also have
tried the service. (Jones, 2017) Amazon is the only company to offer free delivery.
Largest retail competitor
Walmart is a retail store that offers many of the same services like Amazon. Walmart is
Amazons most significant competitor in the United States. Walmart was founded in 1962 and
has just under 8,000 stores. The retail giant dwarfed Amazon in 2010. Walmart made $405
billion. (Laudon & Laudon, 2017) In 2010 Amazon made twenty times less than Walmart did.
(Walmart Logo, 2017) 1

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However, Amazon has gained traction and now controls 44 percent of retail sales between the
two companies. Amazon was once called “The Walmart of The Internet.” Walmart has the
benefit of being a brick and mortar store. However, Amazon is beginning to develop its stores
as well. Walmart has had to lower prices to keep up with Amazon. Walmart stated that they
think that Amazon’s Achilles’ heel is the wait for goods and services. In 2009, a spokesperson
for Walmart noted that their advantage over Amazon is that they have 1.5 million products
waiting to get to their local store for free. Currently, Amazon has created the Prime system that
allows customers to buy without paying for shipping with a membership. Free two-day
transportation, as well as free two-hour delivery, makes it even more clear that Amazon is the
Goliath of E-Commerce and retail in 2017.
Amazon has expanded into various businesses; they are no longer an online book
market. Amazon’s expansion can scare anyone. People believe that the growing frequency and
number of layoffs for companies are in fact due to the growth of Amazon. The truth of that is,
Amazon and other e-commerce sites do have a part in it. However, some businesses were
heading toward financial failure due to the internet becoming a more common way of
shopping. The job loss for most companies was about the decline in economic growth. Before
Toys-R-Us filing for bankruptcy, the company quarterly reports show that they are in 5 billion
dollars in debt. (Armstrong, 2017) Lego, a toy company, was also forced to cut 1,400 jobs. Many
businesses are closing or projected to close by the end of 2017.
The retail market is shifting to e-commerce versus brick and mortar. Some consumers
blame Amazon. If they are not currently feeling as though Amazon is putting other businesses
out of business, they might potentially in years to come as Amazon expands. People need not

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fear Amazon’s market dominance. The fear of monopolization leads people to think that
Amazon is taking over the world and virtually stealing smaller and weaker companies.
Companies purchases & Companies Bankrupting
Companies projected for closure due to declining sales:
 Sears Holding and Roebuck
companies:
 Bon-Ton Stores:
 Cons:
 Payless
 Rue21:
 Gymboree:
 Bebe (Kline, 2017)
Companies purchased by Amazon:
 IMBD.com
 Box Office Mojo
 Abe books
 Good Reads
 Double Helix
 Shopbop
 Quidsi
 Audible (Mental Floss, 2017)

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Campaign Purpose
The “Need”
 Amazon must create an environment of trust with the public. There is a need for
communicating with the people and private retailers, that Amazon is not here to cause
harm to the existing market, but here to build it.
 The public must gain an understanding of how many companies and retailers have been
using Amazon as a fulfillment source and for how long.
 The company needs to come up with ways to tell the public that, despite the rapid
expansion, that Amazon is not a bully, groups and take customers.
 Depict the fact that, Amazon is creating many jobs, to include warehouses, at home, and
even delivery drivers.
 Accept that, People do not take in to account the market when pointing out failing
businesses.
 The message that the campaign will convey is that the closure of business and loss of
employment is partial to blame on the failing market for various areas of business.
The public understanding of Amazon and their operations must be transparent. The
company must generate a glaring need for people to comprehend that Amazon saves failing
business. There is a rat race in today’s market. Creating a public understanding of the phrase,
“only the strong survive” is imperative. People need to understand that, there was a reason
other companies were not able to “survive” against Amazon.
The campaign is being created to develop a plan to change conflicting opinions. Amazon
is here to help the market, and not here to bully other businesses. Amazon is not here to force
consumers to have them as their only retail option or force a loyal customer relationship.
Amazon must be proactive and transparent in its future communication consumers.
Amazon is the future of retail. People fear change; Amazon is the change that the sale of
consumer goods needed. The fear of change is reasonable for any person. Predictable and

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unpredictable changes, cause anxiety, fear and also the manipulation of perception. (Amelie, C,
Garlon C) . This fear of turn may lead to catastrophic thinking. Amazon is a monster; they're
taking over, they're killing our business. Many of those phrases may emerge from this frame of
thought. It is intended for anyone to be skeptical of change. This campaign is here to create a
way to silence those fears.
The Yale Law journal describes Amazon’s business strategy as “willing to forgo profits to
establish dominance.” Low-cost pricing for goods and low-cost pricing for E-books described as
being done to “establish dominance” as well as exploiting data and monopolizing. (Khan2017).
People are being made afraid of Amazon. Not only are people handed opinions by articles such
as these, but they will begin to develop their own and will likely be worse over time. The
company is rapid; it is vital to maintaining a positive image during the change. While expansion
is good for the business, it may not be as good for the consumer.
Amazon acquisition of other companies contributes to the idea of negative market
dominance. Finding a way to turn these purchases into positive attributes will help to be
proactive about the acquisitions of companies in the nearest future. Amazon is not holding up
on its expansion and acquisition of new businesses despite the critic. If the company is not
relenting, a campaign must be put in place to help consumers contribute towards growth, as
opposed to straying away due to the fear of changes.
The share price of Amazon doubled in only four months; the stock market shows that
AMZN is outperforming their e-commerce rivals with ease. (Green, 2009) That is good for
Amazon but leaves a questionable trail on the outside. In the Business Week article, Green also

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states that “investors are rushing to purchase the shares because there is a dearth of
alternatives.”
This campaign will assist in creating a loyal customer base to past, and present
generations need to see that the death of alternatives is imminent, with or without the success
of Amazon. Loyal customers are created by developing trust and forming bonds. Companies
such as Toys-R-Us are shutting down because of the rapid growth of the popularity of e-
commerce. Amazon allows for small businesses to utilize their marketplace as their storefront.
The company is helping small business’ to thrive. The size of Amazon has given people the
ability to work from home, for themselves. It enables people to spend time with their families
and create a good life for themselves by their own rules. In the United Kingdon, there has
already been the creation of 74,000 jobs for self-employed retailers.

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Facilitating a
Successful Campaign
There is a need that the organization is missing. The most important thing that requires
quick action is that Amazon must come up with a proactive plan instead of a reactive strategy.
Creating a proactive plan helps to prevent events in which the company has no choice but to be
reactive. Not crisis management, however, the proposed plan will address the crisis before it
happens.
Facilitating a Successful campaign would include a few things. One of the markers of
success within the Prime-Time campaign would be finding a fitting way to convey several things
to the public. The campaign has a specific set of goals to help address the following.
 People need not be frightened by the appearance of the Amazon name and local
warehouses. There's no cause for alarm because the repositories simplify and expedite
delivery of their favorite goods. The Amazon warehouses add convince and rapid
delivery. The deposits are also creating jobs in the community.
 The company is giving opportunities to those with criminal history and gaps of
unemployment. Create public awareness of mass hiring events, and open job fairs are
coming to cities across the United States.
 The company is here to stay but not here to dominate.
This campaign is not meant only to generate revenue but to soften the opinions of
naysayers and silence the fears that some people may carry as the company expands. When
people realize that Amazon has purchased Whole Foods and other businesses, they may feel
slightly uncomfortable. If that gives them an uneasy feeling, then they may have more great

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drawbacks when they see things such as Amazon Air, Amazon Fresh, or Amazon Go appearing
in their neighborhoods.
This campaign will aim to increased exposure to the college-age population, new
consumers also, experienced consumer. This campaign is designed to showcase positive things
about Amazon and its expansion. Focusing on the things the company does for the community
such as charity, philanthropy, and jobs creation. The number of new loyal Amazon Prime
customers will determine the success of this campaign, the amount of social media interactions
and a college based interaction campaign. The number of new employees hired, also many
charity funds that are donated post campaign.

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Campaign Goals & Objectives

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Relevant
Audiences
 Naysayers
 Students
 Companies & Stakeholders
 Loyal Customers
The targeted audience for this campaign will be mainly naysayers and optimist. This campaign is
a collaboration of smaller drives to cover different viewers and demographics. Amazon is an e-
commerce business. You can see below; Amazon has users from every age bracket.
Because Amazon is wide, the audience will include everyone. There are relevant tools to each
of the viewers that can work in conjunction with each other. Since there are current users in
every age bracket that use Amazon at some point in time, then we must assure that the
campaign appeals to naysayers of the same demographic.
New and Traditional media appeal to everyone differently. The example of a campaign
that is listed and made for everyone, more specifically everyone that is a user or a projected
user of the website. The campaign is called “Amazon Cares.” The audience will divide it.
Amazon cares about the college student will be a college based portion of the campaign called
“In My Prime.” Its designed for millennials that are going to be the future of the workforce; this
portion is also meant to attract the parents of these students. The parents can fall into
Generation X and Baby Boomers.

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The campaign is made to soften the image of the company as well as, taking the fear out
of the rapid progression of the company. The plan is meant to appeal towards older Millennials,
Generation X, and Baby Boomers. The “Giving Bus” focuses on philanthropy. The doubters of
the Amazon Smiles program have expressed that they are skeptical of Amazon’s contribution to
charity. Some people also think that the company does compassion purely for attention
(Josephson, 2013). The people with those opinions have the bus concept dedicated to them.
Also, it is committed to loyal customers. Seeing the great things that the company is doing will
help to attract new clientele and maintain a stable customer base.
The number one thing in this campaign is social media. The way this company
targets millennial is entirely different from the formal generation. Generation X and Generation
Z long to be accepted. That makes social media much easier to use, to attract their attention
(Lorence,2015). Facebook use is even across age groups. It gives the company the ability to
appeal to many audiences. Seventy-two percent of internet users have a Facebook. Eighty-Two
percent are between eighteen to twenty-nine, seventy-nine present of people ages thirty to
forty-nine and even sixty-four percent of people ages fifty to sixty-four (Pew Research Center,
2015)

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New Media Strategies:
Social Media Analytics
Company Vision
“…Build the simplest and most powerful social media tool, and to set the bar for great
customer support” (Buffer,n.d.).
 Buffer will be used to track peak times for internet marketing
 A buffer is a tool for marketers that are just starting off. It creates a simple way to turn
the campaign a topic of interest on the internet.
 Buffer services over 4,000,000 marketers in their social media success (Buffer, 2017).
 The company prides itself on saving firms time on the internet by driving traffic towards
your page.
 Cost
Buffer charges anywhere from free for individuals to $399. This campaign will cost $399 a
month. The enterprise package includes,
 Assist in the management of 150 social media accounts.
 25 team members are working on the campaign.
 2000 scheduled post per account
 Can help with the utilization of,
o Twitter
o Facebook
o Linked in
o Google Plus
o Pinterest
Buffer helps with everything from creating gifs to RSS Feeds. Buffer works off Social
Analytics, which will integrate into Google Analytics and other websites to create an optimal
product.

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New Media Tools &
Choices:
The central part to remember about this
campaign is that it's grouped into smaller
portions to different suite audiences. It gives
the ability to use the following tactics in each
of the campaign portions. Each part has
different strategies and tactics,
 Twitter
 Facebook
 Buffer
Strategic Timing
Social Media as a tool needs a strategic
deployment. Coschedule put an article out
with contributions from several analytics
companies, as well as large Newspaper outlets.
The average was taken and given the times to
the right.
Every platform has its own peak time.
The peak time takes in to account many
factors such as time zone and website traffic.

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In America, fifty percent of citizens live in the eastern time zone (Ellering, 2017).
Approaching social media with many factors in mind helps to use social media as a marketing
tool accurately.
Hiring a team at Buffer will take the guesswork out of the internet analytics. In doing so,
this will save the companies workforce. Not only will properly posting help consumer
interactions, but it will save the company workforce. There are detailed infographics following
to explain in more depth each tactic that we will be utilizing.

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Social Media Strategy 2: Facebook
Amazon currently has a high presence on Facebook. The company has more official
Facebook than can be listed. However, they range from Amazon Echo, Amazon Jobs, and
Amazon Training Events to Amazon India and Amazon fulfillment. The main Facebook page has
27 million followers. That number seems large except, Amazon has over 304 Million active
customers (Statista, 2017). It
shows a need to ramp up the
usage of Facebook to gain
more customer followers.
The page has a posting at
least every two hours. The
current postings showcase
products as well as sales and
inspirational stories. Creating
an Amazon Primetime, Prime
Time Bus and Living in My
Prime pages will be beneficial. The difference between those pages will be to avoid products
and show that the company can take the extra step to care. Inspirational stories and interactive
giveaways are also available. The posting schedule will follow the recommendation of
CoSchedule.

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Social Media Strategy 3: Twitter
Twitter is a great strategy for use because it allows for conveying short and to the point
messages to an audience. Twitter also is popular because of its use of crowdsourcing. Twitter
promotes “social connections by user recommendation and defining the type of user accounts
for target advertisement
(Kanungsukkasem &
Leelanupab, 2016).
Creating trends such as
#AmazonCares or
#InMyPrime will help to
collect users in which that
falls under this content
category. Creating a college
based campaign in which
you post student related
tweets and host giveaways
for merchandise may not appeal to those in their older twenties and on. The trend
#AmazonCares may appeal to the older twenties and older. Older people may relate more to
charities instead. Strategic Twitter posting is also imperative. Posting for the campaign will be
done based strategic timing as researched by CoSchedule as well.

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People can also host and participate in Twitter chats. Twitter is a great way to convey and short
and sweet message. It eliminates the ability to bore people. Twitter gives companies the ability
to create moments instead of extensive messages that may sometime be redundant of boring.
Traditional Media Strategy 1: Print
Flyers will be made available in High schools and colleges. It will help inform students,
parents and faculty of upcoming events. One of the demographic populations that this
campaign will target is, college students. Why? The reason is that millennials are the next
generation. Despite possible hesitancy from old adults, college students may not be so
reluctant. Proactive communication with college students will efficiently work to establish a
relationship. It will, in turn, affect the perception of older adults in the future, by influencing
them when they are young. The use of Car stickers has never gone out of style. Printed labels of
the campaign that you could buy or win will also be available. Flyers are a convenient way of
using media, however, flyers strategically placed will have daily exposure to all who pass. It is
possible that some students or parents do not have social media. Flyers offer the opportunity
for growth for those who are otherwise shut off from New Media.
Flyers will be made available in a campaign called, the “In My Prime” campaign. This
campaign will consist of college based events and hiring fairs. Representatives will go to
Amazon and showcase part-time jobs for students, as well as corporate and management jobs
for graduates. The “In your Prime” campaign will be broken in to separate parts; Events, hiring
fairs, and Amazon management trainee opportunities. It will peak the interest of millennials.

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The goal is to create a culture of fun and trust. People will walk away saying how much they
would like to work at Amazon when they graduate.
Stickers will be used to pass around on college campus’ as well as cars and school
supplies. Merchandise, flyers, and billboards are an easily recognizable advertisement tool.
Advertisement on someone body, advertisement on a billboard while driving and even an
advertisement on flyers in the school galley or on “The Quad.” There are times when people do
not engage in social media. When someone is driving home or walking to and from class, they
are bound to see these advertisements. Traditional media still has its benefits. New media does
have the ability to reach a larger group of people. However, you can target a specific location
when it comes to print.
Utilizing billboards engagement will bring attention while people are driving. A simple
billboard that says, “Thank You” from the company will tell the customers that they are
appreciated. Customers built the business, so they deserve their recognition as well. All the
print tools combined should function well on their own, but can compliant social media
campaigns easily. Printed media can draw attention that web and new media cannot.

P a g e | 42
Strategies
in Action
Recommended Campaign Plans; Using communication tools.

P a g e | 43
Strategies in Action: Prime Time
Giving Bus
Objective: Show peoplethat Amazon is honestand forthrightwith their
charitable contributions
Tactic: The “Prime Time Giving Bus,”
Tactic: Call to Action button on Amazon.comHome Screens
The concept of playing on the emotion of others is a common perception about the
Amazon Smile initiative. The Huffington Post wrote a slanderous article about Amazon Smile
making people that are less fortunate poorer then they began. The author of the article says
that by people giving only the 0.5 percent of their purchase, that they will be less likely to give
to other charities because their gut feeling would be satisfied. The way the company will
combat these thoughts will be the giving bus.
Amazon Smile has been able to create a way for people to choose organizations to
donate to while shopping. If a person wanted to give to St. Jude research center, they would
dedicate their account to St. Jude. The percent of profits donated by Amazon from purchases
made by customers is 0.5 percent. (Josephson, 2013). 0.5 percent may not seem much to
people considering that Amazon as a company makes a figure in the billions. However, an

P a g e | 44
opportunity is made available to people. People enjoy the feel-good feeling that comes with
giving. Amazon Smile utilizes the Social exchange theory, which “uses psychology, sociology,
and philanthropy, proposes that in any transaction there is an exchange between two parties
and parties will only enter into that transaction or exchange if the reward outweighs the cost”
Josephson, 2013).
The “Prime Time Giving Bus,” will donate toiletries, clothing, and meals for
disadvantaged people. The giving campaign that is a part of Amazon Smile will allow people to
nominate families and individuals that need help. This bus will be utilized daily and during
holidays. Amazon will use 800,000 dollars a year to fulfill the needs of Americans. Instead of
electing to donate a charity to Amazon Smile, people can press the nominate or give button. It
will eliminate any confusion about where funds are going. This portion of the campaign will be
clear and to the point. It will prevent people thinking that the company is utilizing the campaign
to gain popularity. The goal is to build trust and customers. However, we need to focus less on
customers and more on trust. It says Amazon is not the “Big Bad Wolf.” Amazon can be a
resource to the community in creating jobs and also involved in the community activities.
Before the launch of the Prime Bus launches, there will be a call to action that appears
on screens across the country. The television will feature various statistics about the
impoverished area. The video will talk about things such as the Flint, Michigan water crisis. It is
how the campaign will begin to gain donation funding. After the campaign receives enough
money, the buses will deploy to help. The television spot will then feature stories of the people
who got sponsorship from friends, family, and anonymous donors. The people in the video will
hold a sign that says, “Amazon Cares.” It will help to slowly alleviate the idea that Amazon does
not send its charity funds to charities.

P a g e | 45
After the Prime Bus gains
traction, a Twitter campaign will
begin. #AmazonCares will bring the
battle to light for the people who
have not seen it. When people know
the hashtag, they will want to donate,
or retweet. The tweets will feature
giving links. It will enable consumers
to grant request on other platforms
besides Amazon by Inserting a call to action button on the Amazon home page. There is
currently an option to pick a charity to donate your money. However, people will find another
button that will help to nominate and give to poor Americans. It will also help Americans see
that Amazon is not in fact evil, but out for the betterment of the community.
(YourHub, 2017) 1

P a g e | 46
Strategies in Action: #inmyprime
Objective: Createlong lasting relationships with young adults to create a strong
rapportproactively.
Tactic: Twitter contest and
daily postings. #InMyPrime
Holding a giveaway, or
having a follower snap a selfie for a
free T-shirt, this keeps users
engaged. Using the right key world
and tags on Twitter can create the
traffic that is needed to bring in
loyal and future customers. College
students are the consumers and
workforce of tomorrow. Attracting
them now will enable the company
to be a part of their lives. College
students will find twitter postings
dedicated to them. The purpose of
the postings will be to relate and
build a relationship. Twitter will
also help facilitate collaboration
with the students.

P a g e | 47
Strategies in Action: Free Merch and
Events
Tactic 2: Merchandise& Giveaways and Employment Fairs
Rewards and incentives drive human beings. Bonds are made available to college
students by giving them a freedom that they receive for free; they are likely to remain loyal if
their experience is pleasant.
Amazon will offer free Prime Student accounts for a few students that attend the fairs.
They will also receive merchandise as well. Giveaways are a great way to build customer loyalty
from the ground up. High School and College students will participate in the contest, mock
interviews, and Q & A sessions. Students who attend will receive free T-Shirts, Tote bags, and
backpacks. Students will also have the opportunity to enter a raffle to win one of several free
Amazon Student accounts. Everyone loves free, every parent dreams of a scholarship, why not
imprint on a population that offers the company benefit, as well as the consumer.
Hiring fairs are a part of the job initiative, but also part of the “In Your Prime” campaign.
At the Amazon hiring fairs, there will also be giveaways such as scholarships and. The giveaway
of scholarships and merchandise will facilitate a culture of trust, much like the student
recruiting. The effect will work with parents as well. Showing parents that Amazon cares thru
scholarship and college involvement will help to explain people, Amazon is not a monster but,
an opportunity.

P a g e | 48
The “In Your Prime” Campaign for College students will consist of street teams.
Victoria’s Secret currently assigns representatives to various Universities across the country.
Much like that company, we will assign a student representative for this campus. This
representative will do everything from post flyers to presenting random people free “merch” or
merchandise. The representative will have a team that talks to students about their favorite
portion of college. The students will find out the options of what their peers enjoy and what
their peers desire to see.
Recruiting students will help Amazon to develop loyal customers, but also employees.
Building up the next generation gives us the possibility to see large numbers within the Amazon
Student portion of our revenue. Education is essential to students and parents. Places of
education allow us to exhibit how much Amazon cares about the next generation. Not all
students will not be going to college. If the student does not want to go to school, we must tell
them that joining the workforce is just as admirable.
Job fairs for High School seniors as well scholarship opportunities will be available. This
campaign will consist of college based events and hiring fairs. Representatives will go to
Amazon and showcase part-time jobs for students, as well as corporate and management
positions for graduates. The “In your Prime” campaign will be broken in to separate parts. The
company will host events, hiring fairs, and Amazon management trainee opportunities. It will
peak the interest of millennials. The goal is to create a culture of fun and trust. People will walk
away saying how much they would like to work at Amazon when they graduate.

P a g e | 49
Strategies in Action : Prime
employment
Tactic 3: Felon Employment Initiative
Amazon currently hires those
who have felony convictions.
Amazon is available on the
“helpfofelons.org” website as one of
the employers that offer a second
chance. If a person has a felony, if it is not a violent charge, then as long as they have served
their sentence, then Amazon will hire them. The hiring process can take place directly or
through staffing agencies such as Integrity Staffing, SMX and ISS Staffing (HelpForFelons.org,
n.d.). A hiring initiative will be put in to place hiring more felons to assist in the rehabilitation
process to help them integrate into society. People are unaware of the large multitude of
convicted felony citizens that America has. A study done concluded that “about one in 33
working-age adults was an ex-prisoner and about one in 15 working-age adults was an ex-felon.
About one in 17 adult men of working-age was an ex-prisoner, and about one in 8 was an ex-
felon (Schmitt & Warner, 2010). When finding employment, the United States Department of
(Amazon in Chesterfield, 2017) 1

P a g e | 50
Justice plays a “critical role played by criminal justice and social service institutions in
determining where former offenders can live and find work.” Creating a rehabilitation program
that offers the same benefits held by other employees will help in the rehabilitation process.

P a g e | 52
Measuring success
Measuring the success of this campaign relies mainly on options. Though there is not a
completely accurate way to measure the success of the entire population, the company can
conduct random sampling. After events that hosted, there will be surveys conducted. To entice
people to do surveys, everyone that participates will receive a shirt. Giving away merchandise
may skew some options. However, it will encourage participation as well as encourage some
honest opinions. Increasing the approval rating by at least five percent will indicate that the
campaign was successful. The street team will facilitate focus groups when events are not
available.
Aside from approval ratings, the measurement of success will also be in numbers. The
projected amount of jobs filled, new prime and prime student accounts created. If all of these
factors meet, then the next goal is to grow revenue by three to five percent. The higher the
number of memberships and revenue will be telling of loyal customers created, there are
currently 63,000,000 Prime members. Prime members in the United States spend two and a
half more on Amazon than non-prime members (Shi, 2016). Therefore, the goal is to gain at
least 20,000 prime members per week. 20,000 members per week would equate to 1,040,000
new Prime members within a year and 800,000 on our ten-month timeline. The goal will be
very achievable due to the face that in 2016, Prime members increased from 19 million to 62
million over a 12 month period.

P a g e | 53
Another method to measure the campaign will be engagement. Buffer will be the tools of
choice to help the measurement of online interactions. Buffer is a tool that measures things
such as, the time spent on the website. The number of Facebook clicks and searches. Buffer
measures the number of Twitter features and the number of times the campaign or company
are hashtags. This tool used to track peak times for internet marketing. Buffer services over
4,000,000 marketers in their social media success (Buffer, 2017).

P a g e | 54
Budget
The campaign budget will be calculated in this manner. The actual and difference will help to
determine the losses if any by calculating the differences.
Cost Per Year PerMonth Per10 Months Actual Difference
Social Media 10,000 100,000
Social Media Management
Team: Salary per person
(40,000)
Estimated 10 employees.
18,000 180,000
Digital Team;
Salary per person (30,000)
Estimated 3 employees.
90,000 900,000
Print Advertisment 10,000 100,000
Merchandise 12,200 122,000
Job Fairs 1,200 12,000
College Events 10,000 100,000

P a g e | 55
Total Campaign
Cost
151,400 1,514,000
Projected Yield 80,000 8,000,000

P a g e | 58
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