2. 2DR. BROWN’S DIGITAL STRATEGY
Our Strategy
We take a results-driven approach
by aligning your business goals to
the needs of your audience, allowing
us to deliver a compelling and
powerful User Experience (UX).
Business Goals
• Raise awareness
• Increase sales
• Improve visibility in search and
social media
Audience Needs
• Share their Dr Brown’s
memories and experiences
• Learn more about the product
• Learn where to purchase
From Hipster to Hip Replacement
The Dr. Brown’s brand has tremendous equity with consumers and
loyalty among its customers – a broad appeal that spans generations and
demographics.
We will help Dr. Brown’s craft an integrated digital marketing strategy that
extends across consumer touchpoints online and off. By tapping into this
pre-existing audience of customers, Dr. Brown’s will raise brand awareness
while developing a community of fans, inevitably increasing sales. How
does this work? A social network of Dr. Brown’s advocates will help
disseminate brand-driven content and messages to their personal networks
of friends, family and followers via Facebook, Twitter, Instagram, YouTube,
Pinterest, and more.
BU
SINESS GOA
LS
USER
N
EEDS
CO
N
TENT
UX
3. 3DR. BROWN’S DIGITAL STRATEGY
A 360° Platform
We will engage consumers across all
marketing channels and touchpoints.
An Integrated Approach
Website design, content creation and audience outreach are all
key parts of an integrated digital strategy.
Taken together, they will embody
the tone and character of the
Dr. Brown’s brand while actively
promoting your products. This
creates a greater affinity among
consumers through value added
content and experiences.
The Dr. Brown’s website will
act as the central hub of your
brand communications – pushing content and messaging out
to consumers while simultaneously publicizing content and
conversations from social channels.
Beginning with the website and extending out into owned and
paid media channels, we will help Dr. Brown’s develop a steady
stream of content and links that will promote the brand’s key
messages. This will improve your visibility in Search engines and
Social Media, driving sales.
CH
ANNELS
AUDIENCE
CONTE
NT
Dr. Brown’s
Website
Search/SEO
Social
Media
Email
Partner
Sites
Digital
Advertising
TV/Print/
Radio
Out of
Home
Promotions
4. 4DR. BROWN’S DIGITAL STRATEGY
Core Features
• An Open Source Content
Management System (CMS) to
administer and publish your
website.
• Deep social media integration
allowing users to easily share
brand content with their
networks and share their own
content with the brand and
community.
• Search Optimized pages and
metadata to improve Dr. Brown’s
rankings in search results.
• Responsively Designed
templates to deliver a User
Experience optimized for all
devices.
• Location- and Device- aware
content to deliver contextually
relevant information to the user.
The Website
As the centerpiece of your brand communications, the website
will bring Dr. Brown’s to life through an online experience that
reflects your identity while supporting a vibrant community of
fans and enthusiasts.
Like your brand, the design of the new website will capture
Dr. Brown’s classic, nostalgic spirit but in a clean, modern way.
We will move beyond static imagery and graphics and bring
the brand to life through video, animation, infographics, and
interactive storytelling tools.
5. 5DR. BROWN’S DIGITAL STRATEGY
CRM
• A database of email users
can kickstart a Customer
Relationship Management
program that will not simply
drive further brand loyalty, but
provide you with valuable data
to make key insights based on
customer behavior.
• Registering users for email
will give you the opportunity
to collect a wide array of
preferences and demographic
information including age,
gender, location, flavor
preferences, purchase history,
and more.
Email
Email is a low-cost and effective way to communicate regularly
with customers who have demonstrated their affinity to a
brand.
These communications are a great opportunity to cross-sell,
up-sell and foster brand loyalty among your audiences.
Content created for the website and social media can be
repackaged for email distribution. This drives customers who
receive the email back to the Dr. Brown’s website and social
media channels.
Email newsletters can be targeted to specific segments,
allowing Dr. Browns to easily tailor its content and messaging
for customers, distributors and retailers.
6. 6DR. BROWN’S DIGITAL STRATEGY
Social Media
Consistently integrating social media into Dr. Brown’s digital
strategy will successfully grow brand name Search Engine
Optimization (SEO).
Right now, conversations about your brand are already taking
place across social media. These are missed opportunities to
engage your customers, to drive further awareness and to
increase sales.
Part of our strategy will be to establish Dr. Brown’s presence
on Facebook, Twitter, Instagram, Pinterest and YouTube. From
here, Dr. Brown’s will be able to nurture and grow an audience of
advocates, fans and followers by:
• Directly engaging with users who mention Dr. Brown’s
brand and products or tangential themes that are in-
line with Dr. Brown’s voice and brand identity.
• Targeting key influencers with specialty content to
gain access to their larger networks.
• Developing User Generated Content (UGC)
promotions to encourage sharing, storytelling and
dissemination of brand messaging.
• Considering paid media opportunities for sponsored
posts/tweaks/etc. to target very specific audiences.
7. 7DR. BROWN’S DIGITAL STRATEGY
Campaigns
Campaigns can be broad and extend
across multiple channels, or they can
be targeted around a specific set of
goals.
A branding and awareness campaign
should hit as many platforms as
possible to maximize its reach.
A keyword-based campaign, is
specific to driving improved rankings
in search and would be focused
exlcusively on specific search
engines and social media channels.
Advertising & Paid Media
To further extend Dr. Brown’s reach and raise awareness,
we would explore cost-effective advertising and paid media
opportunities across a variety of channels.
• Paid Search – Purchase of keywords to ensure top
placements in search results
• Sponsored Content – Sponsorship of custom content on
partner websites and publications
• Display – Banner and Rich Media advertising
• Point of Sales (POS) – In-store or on-premises collateral
• Out of Home (OOH) – Billboards, Public Transit Ads, etc.
• Print – Magazine and newspaper advertising
• TV/PreRoll – Broadcast commercials and pre-roll video
advertising on online video
• Radio/Spotify/Pandora – Radio spots for terrestrial and
online radio stations
8. 8DR. BROWN’S DIGITAL STRATEGY
Content Types
• Articles
• Social Media Posts &
Engagement: content for social
media channels, and direct
engagement with consumers
• 15 second videos (ie Instagram,
Vine)
• Short-form web video (ie.
YouTube, PreRoll)
• Infographics
• Imagery & Slideshows
• User Generated Content (UGC)
Content Strategy
Content is the fuel that powers this entire strategy.
Whether it’s owned media (like the Dr. Browns website
and social channels), or paid media (like advertising and
partnerships), a steady stream of compelling content is
essential to effectively engage your audience.
This content will act as a vehicle carrying brand and campaign
messaging in a way that promotes Dr. Brown’s products. It can
then be easily repackaged and disseminated across all of your
digital channels. This creates a synergy where cross-promotion
of a piece of content on Facebook, Twitter, Instagram, and
Pinterest in which all posts contain links leading back to the Dr.
Brown’s website. This drive in traffic will organically push Dr.
Brown’s to the top of Search Engine listings.
While it will be key to produce some original content, we would
rely heavily on carefully curated user-generated content.
Not only does this keep overall content development
costs down, but it also allows you to capitalize on existing
conversations across the social media and pop culture
spectrums, giving Dr. Brown’s the opportunity to directly
participate and guide the conversation.
9. 9DR. BROWN’S DIGITAL STRATEGY
Themes
The following themes seem to
resonate well with your brand and
your customer-base:
• Flavors
• History (about the brand)
• Transparency (ingredients, your
facility, etc.)
• Craft (focus on brand value prop
of a “craft” beverage experience)
• Nostalgia (Consumer driven
stories and testimonials)
• Food and Drink (pairings and
recipes)
Content Ideas
We put together a wide array of original content ideas that
would be simple to explore. These ideas can be produced in
any number of manners depending on your budget – from
videos to photo galleries to articles to infographics. Some of
our initial ideas include:
• Exploring the bottling process
• Interviewing “MIxologists” and other people who actually
create the soda
• On-site visits to classic or famous deli’s that feature Dr.
Brown’s like Langers, Katz’s or Jerry’s
• Intergenerational, nostalgic and sentimental stories and
testimonials involving Dr. Brown’s
• The History of Dr. Browns through interviews, archival
media, video and imagery
• Dr. Brown’s place in popular culture now, and then
• “Ask Dr. Brown” with a Dr. Brown’s persona answering
questions
• Recipes – Cocktail and other recipes that include Dr.
Brown’s instead of typical soft drinks, mixers or juices
10. 10DR. BROWN’S DIGITAL STRATEGY
Campaigns, Partnerships & Promotions
Depending on your specific goals, there are also campaigns, partnerships and
promotions that can be deployed to generate buzz, raise awareness and drive
sales. Some ideas Dr. Brown’s might want to consider include:
• Sponsored Content — partner with popular blogs and publications to
sponsor original, brand-approved content like Buzzfeed-style lists:
• Top 10 craft sodas/deli sandwich pairings (eg Dr. Brown’s Cream Soda &
a Pastrami on Rye)
• Top 25 Best Deli’s
• “Which Dr. Brown’s Soda is your best presciption right now?” Quiz
• Sponsored Events
• Food truck events
• Farmers Markets
• Community Art & Culture Festivals
• Music Events
• Outdoor Pop-up Movie Screenings
• Crowdsource a New Flavor
• Promotion to allow users to nominate and vote on a new Dr. Brown’s
flavor that can be made available as a limited edition
Potential Partners
The following publications and
companies seem to resonate well
with your brand and your customer-
base and would be ideal partners
• Publications & Blogs
• Pop-Culture: Buzzfeed,
Grantland, Deadspin, Gawker,
etc.
• Foodie Blogs: EaterLA
• Local Culture Blogs
• Jewish Blogs: Jewcy,
Jewlicious
• Various Metro-area Weekly
papers (e.g. LA Weekly)
• Establishments and Retailers
• Specialty Grocers
• Delicatessens
• Food Trucks
• Bagel Joints
11. 11DR. BROWN’S DIGITAL STRATEGY
Scope of Services
A successful digital strategy requires ongoing program management with
diligent oversight. Launching a website and establishing your foothold in
social media is just the beginning.
As your partners we will provide a wide range of services to ensure that
your campaigns and programs are operating as effectively as possible
and are constantly refined as we learn key insights and as technology and
channels evolve.
Strategic Program Management: Ongoing management and
administration of integrated strategy and related program, analysis of
social media and web analytics, reporting on industry trends
Community Management: Creation and dissemenation of content across
Dr. Brown’s social media profiles, direct engagement with customers,
reporting and analysis of social media analytics
Reputation Management: Moderation and monitoring of comments,
reviews, and feedback about the Dr. Brown’s brand across the web
Editorial and Campaign Planning: Developing content plans and
managing an editorial calendar that ensures a steady stream of content is
curated and created for distrubtion by the brand
Creative Support: Design and ideation of original content, campaign
concepts and marketing and advertising collateral
Development Support: Technical support for website and any campaign
related platforms and services
Fees
We bill a retainer of $6,000/month
for a minimum of 6 months to
implement this digital strategy.
This fee includes all the items
described in the Scope of Services
as well as the setup of social
media profiles and the design and
development of DrBrownsSoda.net.
The fee does not include costs
incurred from any travel; 3rd-party
services; image and media licensing;
video and photographic production;
print production; and the the
production of advertising and
marketing collateral. All additional
costs will be approved in advance
and budgeted on an as needed
basis.
Timeline
Our 6-month strategy accounts for
3 months of discovery, planning, and
development of the website, social
media properties, and campagins.
And an additional 3 months of
ongoing program management.
