Social Media Marketing Homework

1. B Y : P R I C I L L A G U E R R A , M A N U E L H E R E D I A L E O N , B R O O K LY N M AT T I N G LY
R I C H A R D S O N , W A L A A S H A AT H , A N D R O B E R T W I G G I N S

2. INTRODUCTION
• Boxed was founded in August 2013 by a group of tech pioneers.
• Boxed allows customers to shop for bulk household items online and have them
shipped to them.
• The brand has been dubbed “Costco for millennials” and attempts to deliver value to
its customers by giving them “price, convenience, and a little bit of brand.”
• Boxed now has three distribution centers across the United States and recently
launched its own private label brand.
• The brand will continue to focus on its customers, employees and products as it does
now, but will also put a strong effort into increasing social media interaction and
creating a word of mouth buzz in the San Diego metro area.
• This plan will provide Boxed with a detailed plan to achieve its goal of increasing
traffic and sales from affluent families, specifically moms, in the San Diego area.

3. SITUATION ANALYSIS
• Boxed competes with warehouse clubs including Costco, Sam’s Club and BJ’s
Wholesale.
• Fortunately for boxed, the wholesale consumer market is a growing market, but
Boxed’s sales pale in comparison to the competition peaking at $100 million in 2016
• Due to the online nature of Boxed sales, it will also be competing with Amazon.
• Amazon is expected to have $258.22 billion in US retail sales in 2018, equating to
49.1% of all online retail spending in the United States.

4. SWOT ANALYSIS
Internal Strengths Weaknesses
Current Offerings
Boxed is the premier online wholesale brand Must deliver goods, which involves a waiting period
Culture
Very strong caring culture at Boxed Only have three warehouses and will need to expand which may
affect culture
Finance
Sales have seen a huge increase over the last few years Far behind capital holdings of competitors
Awareness
Millennials are not fans of club memberships Far behind brand awareness of rivals.
Distribution
Currently only have three warehouses, meaning less overhead Will need to expand as business increase to be able to deliver in
two days
External
Opportunities Threats
Consumer
Busy millennials and moms don’t have time to go shopping and are
more apt to use online shopping
Many potential customers may already be members of
wholesale clubs or Amazon prime.
Competitive
The premier online wholesale brand Competitors are well established
Location
No requirement of brick and mortar store allows boxed to save
on overhead
Must rely on companies and sound logistics for on time
Generational
Millennials dislike memberships and are more likely to use a service
like boxed
As millennials get older their opinions may change
A SWOT analysis follows that examines the strengths and weaknesses of boxed as well as the
opportunities and threats boxed faces.

5. MARKETING
OBJECTIVES/EVALUATIONSIn order to continue growth, the primary objective of this campaign is to increase sales
and social media traffic. To meet this the following objectives will be set as goals:
1. Increase brand awareness on social media in the San Diego metro area within one
year of launching campaign. Goal is for a 20% increase of fans and followers with zip
codes within the San Diego metro area on Facebook/Instagram/Twitter/YouTube
measured one year after launch.
2. Increase sales to the San Diego metro area by 10% one year after launch.
3. Increase company posting with informational posting on Facebook page to four
postings per week, with an additional one post of sales and product information.

6. MARKETING OBJECTIVES/EVALUATION
(CONTINUED)
4. Increase traffic to Boxed website from San Diego area browsers by 20% within one
year of launch.
5. Use a wide spectrum of digital media to increase word of mouth marketing
specifically amongst the “millennial busy mom” persona.
6. Reach at least 500,000 customers through Facebook, measured by #IlubBoxed,
Reach at least 250,000 users on Instagram and 100,000 on Twitter in one year
measured by #thisiswhereIboxed.
7. Reach 100,000 users on Twitter prize campaign in one year measured by
#boxedsavedme.

7. TARGET MARKET DESCRIPTION
• Boxed is to target affluent young mothers in the San Diego, California area.
• More specifically, the company should target moms in the range of 25-44 years of age
that are busy in their day to day dealings.
• This is a woman that works, volunteers, homeschools, or has other busy commitments
each day.
• This age group is most likely already utilizing online convenience portals and would be
an ideal target persona for Boxed.

8. TARGET MARKET DESCRIPTION
(CONTINUED)
• In 2017, the median age of a San Diego resident was 34.8 years, and projected to be
35.7 years in 2022.
• In addition, the average household size is experiencing growth.
– In 2017 the average size was 2.61, and is expected to increase to 2.62 in 2022.
• Lastly, the San Diego population is made up of 49.8 percent females and 43.6 percent
of the25 year old plus population holds a bachelor’s degree or higher.
• These demographics are proof that this target market is the direction and area that
Boxed should pursue.

9. PERSONA PROFILE

10. BOXED MARKETING STRATEGY
• For Boxed to target these busy mothers, they need a fitting marketing strategy:
– Five Marketeers recommends that Boxed considers how the audience will interact with the
campaign and the influence it has on them.
• While Boxed should always strive to increase the value presented to customers, it is
essential to now focus on broadening and increasing brand awareness.
• We recommend executing this by increasing informational postings to five times a
week and utilizing the hashtags: #ilubBoxed, #thisiswhereiboxed, and #boxedsavedme
on Twitter, Facebook and Instagram.
• Our promise of value, or value proposition, would be to ensure quality, low cost,
convenient deliveries to busy, affluent, young moms in San Diego.

11. BOXED MARKETING STRATEGY
(CONTINUED)
• Boxed must remain competitive by
– Increasing the interaction from Boxed representatives on social media, specifically Facebook,
Instagram, Twitter, and YouTube
– Keeping deliveries on time, swift, and of quality
– Customer service benefits not only for current customers, but to bring in new customers as
well
• Boxed will prioritize word of mouth and internet marketing, as it is important when it
comes to busy moms and their decisions, therefore the impression of others is
incredibly important.
• Internet marketing (utilizing the hashtags, increasing customer service, increasing
website traffic) will also be an important marketing strategy.
• Ensuring Boxed reaching a large audience.

12. STRATEGIC SUMMARY CHART
Finding Action
Affluent stay at home and working mothers in suburban
communities in San Diego are aged 25 5o 45 years old.
They are social media users.
Increase brand awareness on social media in the San
Diego metro area within one year of launching
Goal is for a 20% increase of fans and followers with zip
codes within the San Diego metro area on
Facebook/Instagram/Twitter/YouTube.
Millennials dislike memberships and are more likely to
a service like boxed. Busy millennials and moms don’t
have time to go shopping and are more apt to use
shopping.
Increase sales to the San Diego metro area by 10% one
year after launch
Facebook is the most popular social media platform
among mothers, cited by 84% of those polled.
Increase company posting with informational posting on
Facebook page to four postings per week, with an
additional one post of sales and product information.
Boxed saw 21.36 average interactions per post per day
while Costco had 873.5 and Amazon has 896.2. Boxed
had 1.13 interactions per 1000 fans, Costco had 48.72 and
Amazon .34. Boxed had an average of .47-page posts
day, Costco had 3.8 and Amazon had .37. Boxed
.63 user posts per day, Costco averaged 26.73, and
Amazon average 175.2. The numbers show room for
Increase traffic to Boxed website from San Diego area
browsers by 20% within one year of launch.

13. STRATEGIC SUMMARY CHART
(CONTINUED)
Finding Action
Boxed has been dubbed “Costco for millennials” (Brown,
2018), and should use this labeling to their advantage.
Their content should appeal to millennials. They also
should appeal to the affluent, busy mom by posting
content that show how Boxed’s products will not only
them time, but also money. More than 90% of US Moms
Have a Social Media Accounts.
Use a wide spectrum of digital media, focusing on
Facebook/Twitter/Instagram/Youtube to increase word of
mouth marketing specifically amongst the “millennial
mom” persona.
It’s Instagram page has 55,300 followers and posts
pictures of new and limited time offer products
(Instagram, 2018).
Reach at least 500,000 customers through Facebook,
measured by #IlubBoxed, Reach at least 250,000 users
Instagram and 100,000 on Twitter in one year measured
by #thisiswhereIboxed.
Boxed’s Twitter account has around 25,200 followers and
typically posts multiple times daily. It’s post consist
mainly have promotions and charity events (Twitter,
Reach 100,000 users on Twitter prize campaign in one
year measured by #boxedsavedme.

14. CAMPAIGN BIG IDEA
Date Category
Expected
Reach
Notes Amount
2
Facebook &
Instagram
500,000
$200 a day for a split test A/B. A new video views and B retargeting
potential customers who viewed first 5 seconds of video ad and/or clicked
the links. 'Signup' button with share, like and comment options open.
Audience: Target and 1 interest match.
$12,000
2 month Instagram 250,000
Cart purchases of 50 dollars or over have a chance to win 500 prizes of 10
dollars and/or 1000 prizes of 5 dollars discount on future $50(+) dollars
carts. Consumers will also get a 5 digit code to participate in a
sweepstakes to win a free trip to country of choice between Japan,
France, Germany, or Spain (1 week / 4 people). All this using the
hashtag #thisiswhereIboxed, ecouraging moms to share pictures of where
they are completing their boxed carts and purchases (gm, kids activities,
office, etc.), thus showcasing the convenience of Boxed.
$30,000
Cart purchases of $50 dollars or over have a chance to win 500 prizes of
$10 dollars and/or 1000 prizes of $5 dollars discount on future $50(+)
BOXED
San Diego, CA
Advertising Ideas and Approx. Expenses
Goals: Market Expansion of new customers in the San Diego area using old customers by interacting in social media. National Brand Awareness.
Target: Affluent Stay home and working mothers in suburban communities in San Diego aged 25 to 45 years old.
Interests: Pregnant Mothers, Mothers with newborns, toddlers, preeschool, preK, kindergartden and school aged kids, afterschool activities (sports, music, dance,
etc.), fitness (yoga, crossfit, barre, pilates, etc.), diets (paleo, keto, low carb, clean eating, etc.), grocery shopping (wholefoods, von's, ralph's, ocean beach people's
organic, windmill farms, etc.), online shopping (amazon and retail shopping).
Description
Run targeted ads in San Diego Zip
Codes and increase informational
posts.
Run shopping carts discounts / free
Trip swepstakes
mont
h

15. CAMPAIGN BIG IDEA (CONTINUED)
2 month Instagram 250,000
Cart purchases of 50 dollars or over have a chance to win 500 prizes of 10
dollars and/or 1000 prizes of 5 dollars discount on future $50(+) dollars
carts. Consumers will also get a 5 digit code to participate in a
sweepstakes to win a free trip to country of choice between Japan,
France, Germany, or Spain (1 week / 4 people). All this using the
hashtag #thisiswhereIboxed, ecouraging moms to share pictures of where
they are completing their boxed carts and purchases (gm, kids activities,
office, etc.), thus showcasing the convenience of Boxed.
$30,000
2 month Twitter 100,000
Cart purchases of $50 dollars or over have a chance to win 500 prizes of
$10 dollars and/or 1000 prizes of $5 dollars discount on future $50(+)
dollars carts. Consumers will also get a 5 digit code to participate in a
sweepstakes to win a free trip to country of choice between Japan,
France, Germany, or Spain (1 week / 4 people). All this using the
hashtag #thisiswhereIboxed, ecouraging moms to share pictures of where
they are completing their boxed carts and purchases (gm, kids activities,
office, etc.), thus showcasing the convenience of Boxed.
$30,000
2 month Twitter 100,000
Cart purchases of $50 dollars or over can earn 2000 prizes of $5 dollars
discount on next $50 or over by sharing total savings (calculated by
Boxed final receipt vs. Costco current prices). Using Hashtag
#boxedsavedme
$10,000
1 month Facebook 500,000
Using the hashtag #IluvBoxed users will be encoraged to share pictures
and videos (with description) on why Boxed is helfpul and important to
them. 3 prizes of $5000 in future Boxed shoping carts (in 1 years), to the
shared content with the most interactions.
$15,000
1 month YouTube 500,000
Inserting commercials on videos for beauty tips, health & fitness for
women, kids crafts, kids activities, etc.
$15,000
Lifetime
availability
on
Demand.
HBO 400,000
Product placement. 20 sec. Gilfoyle opens the door and picks up Boxed
and takes it to the work table to pass out product to Richard, Jared and
Dinesh. The TV show is popular among the California Upper Class
working moms.
$110,000
$3,000
Run shopping carts discounts / free
Trip swepstakes
Run shopping carts discounts / free
Trip swepstakes
$225,000.00
Shopping Carts Discounts Campaign
Run 30 sec targeted commercials / 1
month
Silicon Valley Series
(Weekly reports with detailed reach and numbers will be provide and the plans can be subject to changes for better reach of targets and goals) / Analysis
Why I love Boxed UGC campaign

16. RESEARCH

17. RESEARCH

18. RESEARCH

19. RESEARCH

20. RESEARCH