For our Social Media Marketing Class. 2018

1. What’s in
your
BOXED?
The Executives:
Belia Becerra, Aaron
Black, Jason Houlihan,
Jeraldo Luna, and Rachel
Ornelas

2. Target Market
 On the go, working Mothers,
Fathers
 San Diego Area
 They need easy, fast, ordering over
the competitors
 $250,000 to spend
This Photo by Unknown Author is licensed under CC BY-SA-NC

3. Social Media Audit
 BOXED uses the social media platforms that include (November
2018):
 Facebook- Likes: 265,816
 Twitter– Followers: 31,400
 Instagram- Followers: 55,100
 Pinterest- Followers: 4,010
 Instagram is their most popular interactive brand
 BOXED posts mainly promotions or deals. They lack the
interaction that people want with the company.

4. SWOT Analysis
Strengths:
 No membership fees
 Free and fast delivery 1-3-day shipping
($49+ and 2 shipping for most customers)
 Completely online. No brick and mortar.
 No driving necessary because they deliver at
your door
Weaknesses:
 Lack of inventory selection
 Example: Jet.com has lower free shipping at
$35
 Costco’s prices are lower
 Lack of firm resources at the level of
Amazon, Costco, Sam’s Club, and Jet.com

5. SWOT Analysis-Continued
Opportunities:
 Expanding their express fresh food to the
San Diego area.
 Sole competitor offering group orders
(DISCOUNTS)
 Prince and Spring line exclusive
 Possibility of a merge with Kroger
Threats:
 Boxed price point is a bit higher than their
competitors
 Jet.com and Walmart joined forces in 2016
which makes competing on price and
staffing challenging.
 Walmart has acquired multiple online
retaliators to bluster their efforts

6. Situation Analysis
 Who are our competitors?
 Walmart
 Amazon
 Costco
 All provide in store and online shopping
 Amazon and Costco are already delivering and
offering fresh produces and meets to the San
Diego area.

7. Marketing
Objectives
 3 Marketing Objectives to focus on:
 Brand awareness (of affluent families in the
San Diego Area
 Lead generation through digital ads
 Word of mouth and developing a loyal
customer base.

8. Target Market Description
 Demographics-Working mothers
 Psychographics- Mothers can I have the highest influence on others, they are more interactive on
social media.
 Frequent Use- ordering in bulk can be beneficial, less trips to the store, ordered and shipped to
your home
 Geographic Location- San Diego, California
 Desired Benefits- ability to have orders shipped to door step with easy online ordering

9. Marketing Strategy Explanation
 We need to gain new customers by increasing awareness
of our products and services. Target Market: Working
suburban mothers in the San Diego area.
 In general Mothers are very influential.
 “2/3 of Moms believe they can influence companies by
voicing their opinions on social media.” (Gallie, B. 2013).

10. Campaign “Big Idea”
 BOXED is unique from other online stores and brick and mortar stores.
 Free shipping w/ minimum purchase order, no membership fee, and online group ordering.
 We need to focus on the Mother groups that are in the San Diego Area and gain acceptance from
Influencers from the Mothers groups.
 Going out to one of the Mother meet ups (after gaining permission from Admin) and having a
10-15-minute session explaining hat BOXED has to offer.
 Providing discounted rates or free shipment of items to Influeners to post online to help us
promote. Having them show the 2 free samples provided in each order created.

11. Message Strategy
 3 key components to shop small business:
 Customer service
 The ability to give back (more)
 Feel-good sense
 3 key components to encourage small business to join our open
forum community:
 Easy and convenient to ordering
 Ability to group order
 No membership fee included

12. Budget
 A total of $250,000 spread across the first
quarter of 2019 (13 weeks)
 The majority of the budget ($195,000) is
being spent on social media marketing/ads
at an average of $15,000 a week
 $20,000 budgeted for revamping the Boxed
website
 $20,000 budgeted for hiring a sales
consultant in the San Diego area to attend
meetings
 $10,000 budgeted for posting on owned
social media content.
 $5,000 budgeted for free samples and/or
discounted sales and shipping for influencers

13. Idea #1-Revamping Website
 We could revamp or change the design of our current website.
 The side panels need to be able to exit out or removed. Have a place on the website where we
add to cart and then disappears to view website.
 Same with the BOXED UP panel. Each panel takes up about 1/5 of the screen which could be
used for other products to be shown. Remove the “save % vs. retailer” until you click on the item.
 Have the “favorites” heart on the item not below, hoover over to add as a “favorites”.
 Cost:
 Ourselves: $100-$3,000
 Freelancer: $2,000-$20,000
 Agency: $15,000-$40,000

14. Example of webpage:
Idea #1-Continued
Revamp website. Be able to remove side panels and view more of
the products. The BOXED UP is very distracting. Also annoying and
distracting of the left panel if you hoover over any “ALL PODUCTS”,
they start opening.

15. Idea #2-Focus more on Social Media Ads
 BOXED does not excel in the social media market.
Possibly buying ad space on Facebook and
Instagram will allow for more traffic.
 Continue with promotions. Refer a friend, Free
shipping on first order, promotional giveaways, etc.

16. Idea #2 -Continued
Example of Social Medias ads we created to help target
market our Working Mothers and add additional
followers with a contest for all to join.

17. Idea #3 The use of Influencers and Mom
Groups
 We need reach our target market, Working
Mothers. From research, we found some Mothers
join with other Mothers and have meet ups where
they all hangout and attend events with each
other on the weekends. If we can attend one of
these meetings, we could inform them of what
BOXED has to offer.
 Adding Influencers to our list. We need the
“working mom”, “stay-at-home moms” to help
promote our company. If we can gain the
acceptance from an Influencer, it can help us
tremendously.

18. Idea #3-Continued
Gaining Support from Mom Groups and Influencers
Examples of an Influencer Mom and Mom Group from the
San Diego Area.

19. PersonaProfile

20. The Executives-Team Photo
Aaron Black Jason Houlihan Rachel Ornelas Belia Becerra Jeraldo Luna

21. References
 Clifford, C. (2017, December 12). This founder started in his parents' garage-now his company
does over $100 million a year. Retrieved October 28, 2018, from
https://www.cnbc.com/2017/12/12/how-ceo-chieh-huang-grew-boxed-to-over-100-million-in-
sales-a-year.html
 Gaille, B. (2013). Moms and Mothers Using Social Media Statistics and Trends. Retrieved from
https://brandongaille.com/moms-and-mothers-using-social-media-statistics-and-trends/
 Impact. (n.d.). How much does a website design or rediesign cost? (2018 Guide). Retrieved from
https://www.impactbnd.com/blog/how-much-does-a-website-redesign-cost
 San Diego Working Moms’ Playgroup (Spring Valley,CA). (n.d.). Retrieved from
https://www.meetup.com/SD-WMP/