The Marketeers Campaign

1. Get
Presented by The Marketeers

2. Meet The Marketeers
Joseph Diana SuzanneHanna

3. SWOT Analysis: Internal Strengths
● Cash flow- High capital used to purchase resources for future projects.
● Returns on capital expenditures- Decent margins of success in new products and builds new revenue lines.
● Distribution Network- ability to reach a majority of its market audience
● New Market Performance- expansion into new markets with relative ease.
● Suppliers- raw materials readily available and is able to avoid any supply chain bottlenecks.
● Dealer Community- strong culture among distributors & dealers that promote business and train sales
departments on how to order effectively.

4. SWOT Analysis: Internal Weaknesses
● Financials are weak showing that cash can be used more effectively and efficiently.
● Research and development is higher than market average however is not competing in innovation and stays in comfort
zone with tested features in market.
● Weak forecasting with inventory leading to missed sales due to competitors able to fill when they are out of stock.
● Product portfolio is limited leaving competitors with an opportunity to exploit.
● Profitability ratio & net contribution % is below market average.
● Weak marketing of products with easily defined business model that can lead to mimic competitors.
● Business model limits future expansion in other product segments

5. SWOT Analysis: External Opportunities
● Low inflation allows credit at lower interest rate to consumers of boxed
● Low shipping cost either bringing up profitability or lower prices to consumer allowing the company to increase market share.
● New trends allow boxed to open new revenue streams and diversify product portfolio
● Utilize information gathered from data analytics and find target market to better serve its loyal consumers.
● New environmental policies level the playing field for all in industry to drive home its advantage in new technology and gain
market share
● New taxation reform can impact business structure and increase profitability.
● New technology provides differentiated pricing strategy in market. It will enable the firm to maintain its loyal base and attract
new customers through value promotions.

6. SWOT Analysis: External Threats
● Seasonal high margin products are vulnerable to unlikely events that can affect profitability in short term.
● High competition and profitability attracts more companies which decreases leverage in overall
● sales
● Consumer changes to online buying may threaten physical infrastructure and supply chains.
● Shortage of skilled labor decreases growth in other markets.
● Rising wages and prices on manufacturing may decrease profitability.
● Generic brands producing low quality goods take market share in new lower income markets.
● Increased cost of materials decrease profitability.
● Local distributors leverage presents threats at competitors pay higher margins to local distributors

7. Marketing Objectives:
1. Primary objective:
Increase sales among busy mothers of multiple children
Sub Objective:
Increase the number of conversions we get from people who make a
purchase while browsing our online store by 30% in the next 2 years

8. Marketing Objectives Continued:
2.) Secondary Objective:
Increase brand awareness with potential customers.
-Increasing brand awareness should influence sales.
Sub Objectives:
Increase the # of “#boxed” hashtags used with shared pictures on Instagram
along with the Instagram conversion rate.
Increase the percent of our target market that is aware of our brand by 30% in 2
years.

9. Target Market
● Affluent moms with multiple children in
Washington DC
● More specifically:
Busy moms who prefer to buy in bulk at
Target but hate waiting in lines and struggle to
make time to go to Target at store opening.
Moms of multiple children find it harder to
make time to visit the store to go shopping.

10. Target Market Continued:
● The figure shows the total
population and the portion of the
total that are male and female.
● There’s a total of 601,723
people in Washington DC.
● There are 317,501 women, with
the remaining being men.

11. Target Market Continued:
● The figure shows the total
number of occupied homes in
Washington DC.
● The total number of family led
homes, husband-wife family,
and other family homes is
225,430.

12. Target Market: Significance of Stats
● The total number of women in Washington
DC is important since our target market is
women. This helps us know the scale of our
market.
● The total number of family led homes,
husband-wife families, and other family
homes is important because we are
targeting mothers of multiples, making
families our relevant target group.

13. Market Strategy Explanation
● Increase value of existing Boxed Customers by offering coupons and free shipping.
● Acquire new Boxed customer by Referrals, Word of Mouth, and social media sharing tactics to increase brand
awareness.
● Utilize search engine optimization by keywords, titles, and URL
● Posting best content on all social media sites which is relatable to our target market of moms with large families
and moms who need to make shopping simple and efficient.
● Video Campaign which will be relatable and have an emotional connection to our target market.
● Video Campaign will be posted to social media sites during peak times of user engagement
● The other paid content will be given to customers who post a picture of their Boxed order with its contents, our
specific hashtag, and tag Boxed Facebook page to its social media post, will receive free shipping on their next
order.
● The search engine optimization is already being utilized, which a portion of our budget will be used to continue
to assure the keywords, titles, and URL are the main types used to optimize customer reach.
● The other paid content will be given to customers who post a picture of their Boxed order with its contents, our
specific hashtag, and tag Boxed Facebook page to its social media post, will receive free shipping on their next
order.
● Paid content will be published on Facebook, search engine optimization, referrals, and LinkedIn. The referrals
are word of mouth and give $15 off to users who refer a new customer, and $15 off the new customers first
order.

14. Social media traffic
only consists of
4.43% of traffic but
86.55% of it comes
directly from
Facebook users
Direct source consists
of 57.51% of traffic
sources.
According to Date USA, the
median household income in
Washington DC is $75,506
which is the highest median
income in the United States
Washington, DC. (n.d.). Retrieved from
https://datausa.io/profile/geo/washington-dc/
Boxed.com Traffic Statistics. (n.d.). Retrieved from
https://www.similarweb.com/website/boxed.com#websiteContent
Boxed.com Traffic Statistics. (n.d.). Retrieved from
https://www.similarweb.com/website/boxed.com#websiteContent

15. Traffic of user engagement on Boxed
Facebook site is high during certain peak
times
32.61% of traffic is from online
searching
Socialbakers. (n.d.). Retrieved from https://suite.socialbakers.com/601112/analytics/fb/overview?v-demo=1&c-t1=0&c-t2=0&c-t3=0&c-t6=0&c-
t4=0&c-t11=d&c-t5=0&c-d1=last-30&items=12535191
Boxed.com Traffic Statistics. (n.d.). Retrieved from
https://www.similarweb.com/website/boxed.com#websiteContent

16. Strategic Summary Chart
Target Market Objective Best Content Paid Content Content Channels
Frequency of Content
Published Metrics
Busy Moms w/ multiple children Build Brand Awareness,
increase sales, Increase &
optimize sales conversions
rate of those who
browse/shop our website
Images, Videos, News &
Articles, Infographics,
Facebook, Search Engine
Optimization, Referrals,
LinkedIn
Facebook LinkedIn
Instagram Search Engine
Optimization Direct Website
Referrals
Between 11am & 4 pm
Between 6pm & 9pm
Use hashtags #boxed,
Paid Advertisements, Paid
Marketing Campaigns,
Referral conversion rates
Large families Build Brand Awareness,
increase sales, Increase &
optimize sales conversions
rate of those who
browse/shop our website
Images, Videos, News &
Articles, Infographics,
Facebook, Search Engine
Optimization, Referrals,
LinkedIn
Facebook LinkedIn
Instagram Search Engine
Optimization Direct Website
Referrals
Between 11am & 4 pm
Between 6pm & 9pm
Use hashtags #boxed,
Paid Advertisements, Paid
Marketing Campaigns,
Referral conversion rates
Busy moms who prefer to buy in
bulk at Target but hate waiting in
lines & straddle to make time to go
to Target at store opening
Build Brand Awareness,
increase sales, Increase &
optimize sales conversions
rate of those who
browse/shop our website
Images, Videos, News &
Articles, Infographics,
Facebook, Search Engine
Optimization, Referrals,
LinkedIn
Facebook LinkedIn
Instagram Search Engine
Optimization Direct Website
Referrals
Between 11am & 4 pm
Between 6pm & 9pm
Use hashtags #boxed,
Paid Advertisements, Paid
Marketing Campaigns,
Referral conversion rates

17. The Message
● BOXED will feature a short video ad that
catches the attention of the viewer on
social media instantly, filmed
professionally and edited tactfully
● This video would highlight the strife and
amount of time a trip to the grocery store
with children can take and highlight the
ease BOXED can bring to a busy mom

18. Message Map
BOXED is much
easier than than
the grocery store
Scanning the QR
code of the
subway ad’s
groceries will
add them to your
cart!
BOXED is
convenient
I can earn
with BOXED
BOXED is
easy to use
Just share the app
with your friends,
when they log on
using your referral
code, they get points
and you do too!
Points can be used
towards future
purchases
Orders can be
made online or
using the
phone app
Ordering from
home prevents
you from needing
to bring kids to the
store to purchase
Home delivery
skips the store to
pickup

19. Channel Plan
Focus
Demographic Overview
Typical Use/ ways Boxed
meets Objectives
Media Used
Good for Zone 1 (Relationship
& Community)
Good for Zone 2 (Publishing
Content)
Good for Zone 3
(Entertainment)
Good for zone 4 (commerce)
Sample Content
Facebook Instagram Youtube Subway Print
Communicating and sharing
content with users, customer
service
Ages 18 -50 Ages 18 - 30 Ages 18-50 Ages 18-50
Communicating and sharing
content with users, short
interactions, sharing links
Sharing videos, responding to
comments/questions
Print ads used to catch the
eye of passersby and
produce sales with QR Codes
Building Community/
customer service
Building Community/ catching
attention
Sharing video, brand
awareness
Catching Attention
Videos, links, images Videos, links, images Videos, links Print
X X X
X X X
X X X
X X XX
● Video ad of hectic
mom
● Hashtag
#Hustlemoms
● Graphics &
Images
● Video ad of hectic
mom
● Hashtag
#Hustlemoms
● Graphics & Images
● Video ad of hectic
mom
● Print ads of lifesize
groceries

20. Editorial Calendar
Facebook
Instagram
Youtube
Subway
Referral
January 2019
February 2019 March 2019 April 2019
Video ad for ‘Skip the grocery
store get BOXED’ campaign
airs initially on January 31, to
ensure holiday fatigue has
begun to dissipate in
consumers
Video and image ads
continue through March every
week getting shared and
being responded to by
consumers
Imagery begins to be
shared in addition to the
video ad on February 2nd
and continues on the 5th,
10th, 12th, 14th, 15th, &
20th
Video ad for ‘Skip the
grocery store get BOXED’
campaign re-airs with a
different stress-related
scenario on april 1st,
humor is key!
Imagery for BOXED posts on
January 1st, the video will be
posted on Jan 10th
Video ad airs here on January 1st, to give people time to discover it no revenue will be spent on interrupting people’s youtube viewing habits
to view the ad, instead the video will use keywords to draw ties to the new subway ads and explain their appearance
Imagery continues to be
shared in addition to the
video ad on February 2nd and
continues on the10th, 14th, &
20th
Video and Imagery will be
shared alternating every other
week in March
New April fools twist on
‘Get BOXED’ campaign will
roll out with newly themed
imagery for spring and add
humor
Subway print ads will be placed all at once on January 1st and be minimalist
innature when it comes to the Brands logo but be large in size, showing actual
sizes of food items
The referral program/points earning program should be launched January 1st and continue indefinitely to build brand loyalty and encourage
the continued purchase of BOXED products and like the better airline’s frequent flyer miles, they should never expire.
Mid March - April 1st using the data collected from
the print ad’s use, Boxed will decide whether or
not to decrease the number of ads placed