This is a digital strategy done on Trader Joe's that shows all the details of each media marketing.

1. DIGITAL STRATEGY
TAYLOR GEORGE
DECEMBER 1ST 2017
TRADER JOE’S

2. BIG IDEA & TARGET AUDIECNE
BIG IDEA: To create the best media
advertising we can through this
digital strategy based on extensive
research and current times. We want
customers who want us so that we
can run a better business and create
a higher profit ourselves.
TARGET: The millennial generation
ages 20-27, these individuals are
health conscious, eat locally and live a
healthy lifestyle.

3. SOCIAL MEDIA
•Create a company owned page on Facebook, Instagram,
Pinterest, Snapchat and Twitter.
•Create a universal geo-tag for all trader joes locations.
•Support the brand image of authenticity and cheapness on
all platforms.
•Create useful content on all platforms that consumers are
excited to learn about and share with friends/family.
•Monitor social media through shares, follows and likes,
comments, etc.
•Facebook would be the most important platform out of all
of these for Trader Joe’s.

4. WEBSITE
•Their page size is very respectable at 5MB also the page
speed is in good condition at 1.6 seconds.
•The traffic from mobile devices is growing fast which is
good and even better for our mobile marketing.
•Their design could be updated, add more tabs.
•Add a chat box where customers can ask questions,
people like websites that are interactive and
informational.
•Make the site more SEO, so that it is easier for consumers
to find.
•Continue measuring traffic and bounce rate closely.

5. ONLINE ADVERTISING
•Add PPC on The Food Network, USA
Today and Moosejaw.
•For search engine marketing, add
keywords that are more of phrases:
healthy produce grocery store, organic
food shopping, etc.
•Increase paid advertising on Facebook
and Instagram
•Create company owned Facebook,
Instagram and Pinterest pages
(Facebook being the most important due
to flexibility and focused targeting of
characteristics).

6. INBOUND MARKETING
•Add personas: Food truck owner, college graduate
student and healthy living teacher (active,
academic, etc.)
•Add more content marketing:
1. Creating common questions
2. Creating product demo video
3. Guest postings
4. Podcasts
•Add more frequent email marketing for those who
have signed up via the website.

7. MOBILE
•Add a mobile application so it is easier to update customers on what is going on (events, new
fearless flyer out), current deals on products, new products that have come to the store, etc.
•Mobile payment and/or wallet app that potentially would offer a delivery option as well.
•Continue to update website, add more community based information and events on site.
•Make sure that the display fits perfectly with the screen and that there is not any distortion
and consumers cannot zoom in (they won’t need to because it will be very readable).

8. KPI & BUDGET
KPI’s:
• Timeline: We want to accomplish our goals in about 3 years (give or take)
• Expected Goals: ↑ mobile advertising by adding mobile app, strengthening inbound
marketing, adding more audience personas and strengthen online advertising by having
PPC on multiple sites.
• Measurement: Graphs of our timeframe, average value and volume of (mentions, clicks,
expenses, etc.)
• Success: We will know our campaign is a success if our KPI’s are high and growing each
year.
BUDGET: 21 million per year with 15 million of that being allocated to online marketing
outlets.
1. Right now Trader Joe’s is at 15.7 billion in revenue but they are not growing as fast as
their competitors.
2. Should allocate about 20% of their yearly revenue to marketing, according to Chron.

9. TOOLS AND TACTICS
•Paid: PPC on The Food Network, USA Today and
Moosejaw.
•Social: Create company owned Facebook,
Instagram, Pinterest, Snapchat and Twitter
accounts.
•Blogs: Keep up with The Fearless Flyer and market
the blog on our new mobile app. In addition, make
the blog posts more frequent (every week instead
of once a month) and add in “quote of the week”
to each addition.

10. SUMMARY
•Move social media marketing from fan based and mainstream to company based and exquisite
(Facebook, Instagram, Pinterest).
•Want consumers to pick us over our competitors 100% of the time: Whole Foods, Fresh Thyme,
other organic/fresh markets.
•Add a mobile app, create more of a sense of community through events and rewards and focus a
lot more on our content marketing.