Marketing Grad Gurus #GotItBoxed Presentation 11/25/2018

1. Marketing Grad Gurus:
Marie Myers
Christian Torres
Chris Wells
Carrie Yard

2. • Strategic Summary
• Overview
• Market Research
• Target Audience
• Persona
• Marketing Objectives
• Creative Strategy
• Media Plan
• Creative Samples
• Marketing Budget
• Projected Return on
Investment

3. Strategic Objective Strategy Tactical Objective Tactics
Increase Brand
Awareness
Reach new and potential
target markets in social
communities by promoting
content to help others.
Promote shareable content
and consumer interactive
material by offering
donations for interactions.
Ex: Liking and sharing of
Boxed goods.
Generate content on social
media channels.
Ex: Facebook content
endorsing a message of
helping families in need.
Increase Audience
Engagement
Engage with target markets
thru the zone of Social
community.
Develop and monitor a
contest using Instagram,
encouraging organic content
among participants.
Hashtags like #GotItBoxed
by participants,
encouraging sharing of
Boxed experiences and
testimonials.
Boost Sales During
Holidays Season
Use social publishing stories
to promote donations to local
heroes.
E.g. Military & First
Responders
Invite audience to visit
website and purchase a box
to be donated to a Hero.
Partner with bloggers to
share content and how
Boxed proceeds with the
donation process
Strategic Summary Chart

4. Boxed advantages over competitors:
 Variety of inventory including:
 Top brands and naturally endorsed
products at bulk prices.
 Organic products not typically available
at bulk stores.
 Boxed has their own private label. Prince
and Spring, consisting of 20% of its sales.
 Average purchases are 7-10 items higher
than the average ecommerce purchases.
 Orders can also be placed at Boxed online
store and Boxed mobile app.
Product storage/distribution:
• Fully equipped warehouse for various products
• 4 strategically placed fulfillment centers
• New Jersey
• Atlanta
• Dallas
• Las Vegas

5. Boxed Strengths
Low cost operation with high automation to provide products to consumers more effectively
Able to reach 94% of the population in the US within 2 days.
Doesn’t require membership fees
Boxed Challenges
Easy business model for competitors' to imitate
Limited product choices currently

6. Age 18 - 34
1+ children under 18
Household income of
$100,000+
Heavy Social Media
Use
Social Commerce
Savvy
Live in San Diego, CA
metro area
Target
Market
Demographics
Groceries/Food
Health/Beauty
Pet Goods
With 1.4 Million
residents, San Diego
is the eighth-largest
city in the U.S.
Control 85% of
household purchases
Values
Family safety and
well-being
Healthy lifestyles
Their careers
Giving back and
contributing to a
better world
Marketing
Authenticity is key
Value opinions of
friends and other
moms
Looking for ways to
help find more time
while saving money
Brands must align
with values
Samples and loyalty
programs drive high
engagement
83% of new mothers
are millennial moms
Spend ~80% of their
time on social media.
Time with family
Affluent
Millennial
Moms

7. Personal Background
Age: 28
Gender: Female
Location: San Diego, CA
Ethnicity: Mixed
Relationship Status: Married
Economic Class: Upper-Middle
Children: 7-year-old daughter.
Business Background
Employment Status: Full-Time
Occupation: Marketing Manager
Salary: $148,430 annually
Work Hours: M – F, 9am – 6pm
Work Week: 40+ hours
Work Location: In office / WFH
Tenure: 2 years / 4 years in career
“I am an active, fun-loving
millennial mother with a successful
career and amazing family!”
Lifestyle
Hobbies: Kickboxing, Cooking
Activities: Movie Night!
Places: Spa, Park, Beach
Foods: Sushi, Salads, Tacos!
Free Time: Facebook, Blog, Netflix
What I Value
My Family and Their Safety
“Me” Time
Time with Family
Health and Well-Being
My Career
Experiences
Contributing to Society
Purchasing Behaviors
My friends and people like me
influence me the most.
I shop on my phone.
I like to support small brands.
I prefer brands that support a
cause I identify with.
I value saving money.
I value products that save me
time.
I am more likely to buy a product
if I can try it first.
Ava Diaz

8. S
M
A
R
T
Specific
Measurable
Achievable
Relevant
Time-framed

9. The #GotItBoxed campaign plans to utilize a variety of marketing tactics:
● Social Ads: to increase awareness of campaign and product offerings.
● Search Ads: to engage with customers who may not be on targeted social channels and increase frequency.
● Social Communities: posts and ads through Facebook, Twitter, Snapchat, and Pinterest.
● Social Entertainment: advertise where our target audience engages through Netflix, Hulu, YouTube.
● Cause-Based Marketing: align with values of our target audience to improve brand reputation and
engagement.
● Loyalty Programs: designed to keep our guests motivated to participate and share through word-of-mouth.
● Promotional Contests: Incentivize sharing and testimonials for social proof.
Boxed4Heroes
This sub-campaign will focus on cause-based marketing supporting local heroes such as
military service members and first responders. It will feature videos and promotional
advertising showing how charitable donations through custom boxes aided a local hero.
Share2Care
This sub-campaign will provide customers an opportunity to engage with Boxed to support a
local family in need. The homeless rate in San Diego, CA is fourth in the nation.
Boxed4Year
This sub-campaign will incentivize engagement from our target audience focused on product
testimonials through a competition to win the product for a year. Those who participate will be
encouraged through loyalty points just for participating.

10. Engage with customers
through social
networking channels
Sponsor a competition on Instagram
which is intended to increase audience
engagement through prize and loyalty
incentives
Increase word-of-mouth by featuring:
 #Boxes4Heroes
 #Share2Care
 #GotItBoxed
Microsites will be established to host content as well as provide a landing page for metrics and analytics
Feature campaign updates throughout,
highlighting families and individuals who
benefitted from charitable donations
Boxed For a Year - Submit a video
or photo with descriptive post about
how Boxed has increased your
quality of life using #GotItBoxed
and you will be entered for one or
more drawings to win Boxed For a
Year.

11. Week Ending Zone Channel Day of Week Time of Day Type Campaign Content Materials Notes
30-Nov Social Community Facebook Tuesday 6am Post Boxes 4 Heroes B4H1 None GivingTuesday Boxes4Heros Campaign Kickoff
Social Entertainment Netflix Tuesday 7am Ad Boxes 4 Heroes Video Ad Ad GivingTuesday Boxes4Heros Campaign Kickoff
Social Entertainment Hulu Tuesday 7am Ad Boxes 4 Heroes Video Ad Ad GivingTuesday Boxes4Heros Campaign Kickoff
Social Entertainment YouTube Tuesday 1pm Ad Boxes 4 Heroes Video Ad Ad GivingTuesday Boxes4Heros Campaign Kickoff
Social Community Facebook Thursday 9am Post Boxes 4 Heroes Follow-Up Video GivingTuesday Boxes4Heros Campaign Follow-Up w/Video highlighting Firefighters.
7-Dec Social Community Twitter Monday 3pm Post Share 2 Care S2C1 None Share2Care December Kickoff
Social Community Google Friday 3pm Ad Share 2 Care Kickoff None Share2Care December Kickoff
14-Dec Social Community Twitter Friday 3pm Post Share 2 Care Follow-Up None Share2Care December Follow-up
21-Dec Social Community Facebook Friday 9am Follow-Up Boxes 4 Heroes Holidays Video Boxes4Heros Campaign Follow-Up w/Video highlighting Military.
28-Dec
4-Jan Social Community Twitter Tuesday 3pm Post Share 2 Care Kickoff None Share2Care January Kickoff
Social Community Google Tuesday 3pm Ad Share 2 Care Kickoff None Share2Care January Kickoff
11-Jan
18-Jan Social Community Twitter Friday 3pm Post Share 2 Care Follow-Up None Share2Care January Follow-up
25-Jan Social Community Instagram Friday 9am Ad Boxed4Year B4Y1 Photo Boxed4Year Kickoff
1-Feb Social Community Twitter Friday 3pm Post Share 2 Care Kickoff None Share2Care February Kickoff
Social Community Google Friday 3pm Ad Share 2 Care Kickoff None Share2Care February Kickoff
8-Feb Social Community Pinterest Friday 9am Ad Boxed4Year Follow-Up Photo Boxed4Year Follow-Up
15-Feb Social Community Facebook Thursday 9am Follow-Up Boxes 4 Heroes Holidays Video Valentine's Day Boxes4Heros Campaign Follow-Up w/Video highlighting EMT.
Social Community Twitter Friday 3pm Post Share 2 Care Follow-Up None Share2Care February Follow-Up
22-Feb Social Community Instagram Tuesday 3pm Ad Boxed4Year Follow-Up Photo Boxed4Year Ending Soon
1-Mar Social Community Twitter Friday 3pm Post Share 2 Care Kickoff None Share2Care March Kickoff
Social Community Google Friday 3pm Ad Share 2 Care Kickoff None Share2Care March Kickoff
8-Mar Social Community Facebook Tuesday 9am Follow-Up Boxes 4 Heroes Holidays Video Spring Break Boxes4Heros Campaign Follow-Up w/Video highlighting Police.
15-Mar Social Community Twitter Friday 3pm Post Share 2 Care Follow-Up None Share2Care March Follow-Up
22-Mar Social Community Instagram Thursday 3pm Post Boxed4Year Follow-Up None Boxed4Year Last Chance
29-Mar Social Community Pinterest Friday 9am Ad Boxed4Year Follow-Up Photo Boxed4Year Follow-Up
5-Apr Social Community Twitter Monday 3pm Post Share 2 Care Kickoff None Share2Care April Kickoff
Social Community Google Friday 3pm Ad Share 2 Care Kickoff None Share2Care April Kickoff
12-Apr Social Community Instagram Friday 5pm Post Boxed4Year Winner Photo Boxed4Year Winner Announcement
Social Community Pinterest Friday 5pm Post Boxed4Year Winner Photo Boxed4Year Winner Announcement
19-Apr Social Community Twitter Friday 3pm Post Share 2 Care Follow-Up None Share2Care April Follow-Up
26-Apr
3-May Social Community Twitter Wednesday 3pm Post Share 2 Care Kickoff None Share2Care May Kickoff
Social Community Google Wednesday 3pm Ad Share 2 Care Kickoff None Share2Care May Kickoff
10-May
17-May Social Community Twitter Friday 3pm Post Share 2 Care Follow-Up None Share2Care May Follow-Up
24-May
No Media
No Media
Campaign End
No Media
No Media

13. TOTAL MARKETING COST $250,000
Premiums
Share to Care ($1 per sale) $ 100,000.00
Boxes for Heroes (1000) $ 96,880.00
Boxed for a Year (12 boxes per year) $ 116,256.00
Total Premium Costs $ 213,136.00
$53,900
$23,100
$15,400
$23,100$38,500
$61,750
$6,750
$5,000 $22,500
Facebook Instagram Pinterest
Twitter Google Video Ads
Social Media PR Website

14. • Average Sale of Order $96.88
• Average Cost of Order $77.50
• Average # of Sales 10
• # of Prospects 100,000
• Gross Response rate 7%
• # of contacts 100,000
• Response rate 7%
• Response Sales 7,000
• Net Order Sales $678,160
• Percent of cost of Sales 80%
Breakeven order salespoint 2,581
Promotion cost per order $2.50
RESPONSE RATE
Respondants
Non-respondants
ROI 271.26%

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