2. BIG Idea
A full digital strategy will be built
to help promote Kohl’s social
responsibility efforts
Kohl’s CAREs blog
Informational updates
Employee posts/pictures
Facebook
Twitter
3. Target Audience
Millennials
80 million people
25% of the U.S. population
$200 billion dollars
(purchasing power)
Most responsive to Internet
marketing
Research has shown a 12%
increase in millennials
interest in corporate social
responsibility
5. Blog
Our Blog will be the center point of whole campaign
It will be updated with informative posts meant to grasp
and intrigue our consumers
In addition to the blog serving as the primary source of
information it will also be utilized as a directory for our
other web pages
6. Facebook
Our Facebook page will serve as a scrapbook for all of
our social responsibility efforts
It will be called the Kohl’s Cares Scrapbook
This is where we will post pictures and talk about how
our experience was
7. Twitter
We will use our Twitter handle to update our followers
with live information about how are volunteer efforts are
going
Using various hash tags we will encourage our
employees and fellow volunteers to live tweet their
experience
Example:
Great Day for a Breast Cancer walk #KohlsCARES
8. Budget
The only cost we will incur with this campaign is the
salary of the advertising and marketing staff to develop
and maintain the websites
Using the website To The Point Marketing, I was able to
estimate a total cost of $11,600 for the entire campaign
9. KPI
Increase awareness of Kohl’s social responsibility
efforts in America by 20%
We will measure this by keeping track of how many
millennials how visited or often view our sites
If we have reached 16 million millennials we will have
succeeded
10. Summary
Using a digital marketing strategy to help create
awareness for Kohl’s social responsibility efforts
We will target millennials since they are most responsive
to this type of marketing
In turn these efforts will help increase the amount of
millennials that shop at Kohl’s
