This document is a separate report highlighting the ROI information for the proposed project. Again, this is a fictional initiative for a class project.

1. #IAMEXPLORINGNOW – ROI REPORT 1
I am
now!
#IAmExploringNow ROI Report
December 4, 2020
Presented by Matt Gilhooly (mgilhooly@ufl.edu)

2. #IAMEXPLORINGNOW – ROI REPORT 2
Projected Return on Investment - #IAmExploringNow Campaign
The #IAmExploringNow campaign projects a return on investment (ROI) of 167%,
showing a worthwhile REI investment. As the ROI is over 100%, the investment will profit REI
(eLama, n.d.). If REI already has access to campaign measurement tools, the ROI will increase.
The campaign considers that this new target audience may not be as active as current REI
members; therefore, all numbers presented were moderate. The team will use the measurement
tools throughout the campaign to monitor success and make adjustments as needed to make sure
that it meets its stated goals. The team has shared an example dashboard through which the team
will track metrics related to ROI.
Projected Campaign Results
ROI – 167% Total Projected Revenue - $4,281,700
Total Projected Expenses - $1,603,482

3. #IAMEXPLORINGNOW – ROI REPORT 3
Based on benchmark data (details in full report), the campaign projects to gain 141.4k
new lifetime memberships - 5% conversions from total ad spend, 6% from all campaign outputs,
and 5% from pledge commitments (Neely, 2020). We project to earn a 30% conversion from
total ads to pledge commitments (339K) as this is a free option for consumers.
We project 450k uses of the campaign hashtag based on the #OptOutside campaign data
(Kannenberg, 2020). 707k total engagements are predicted based on competitor benchmark data
(Rival IQ, 2020). We plan to receive 1,400 contest submissions per month and increase the
online community by 0.5% based on historical data.
Projected Campaign Revenue & Expenses
Projected Revenue
Projected revenue for the #IAMExploringNow campaign is approximately $4.28M. The
campaign expects a conservative number of 141,425 new memberships at $20 per membership,
REI #IAmExploringNow Campaign
REVENUE
Memberships (paid ad conversion) 56,570 $1,131,400
Memberships (overall campaign conversions) 67,884 $1,357,680
Memberships (converted from pledge
microsite -5%)
16,971 $339,420
Sales (5% of campaign engagement) (avg $35
spend)
35,350 $1,237,250
Sales (5% of contest submission) (avg $35
spend)
420 $14,700
Sales (5% of online community growth) (avg
$35 spend)
5,750 $201,250
CAMPAIGN REVENUE $4,281,700
REI #IAmExploringNow Campaign
CAMPAIGN EXPENSES
Tools:
Social Sprout - 6 months, 3 users $4,482
Google Analytics 360 - 1 year $150,000
Online Surveys - $30,000 x 3 $90,000
Labor: 3 Communications Coordinators - $4000/month/employee $72,000
Contest Video Production:
Launch (20 hrs @ $100/hr) $2,000
Final (80 hrs @ $100/hr) $8,000
Pledge Video: Launch (20 hrs @ $100/hr) $2,000
Paid Media:
Sponsored Article w/Video - Feb/May 2021 - Readers Digest -
$3250 per article
$6,500
Google Ads - ($4000/day) - 360,000 clicks/display ads $720,000
Facebook Instagram Ads - ($3000/day) - 771,400 clicks $540,000
Contest Prizes: First ($2,000), Second ($1,000), Third ($500) $3,500
Microsite: Development
Contest (25 hrs @ $100/hr) $2,500
Pledge (25 hrs @ $100/hr) $2,500
TOTAL EXPENSES $1,603,482

4. #IAMEXPLORINGNOW – ROI REPORT 4
totaling $2,828,500 in membership revenue. The campaign projects 5% of the total campaign
engagements, contest submissions, and overall online community growth to spend an average of
$35 in retail sales, totaling $1,453,200.
Projected Expenses
The campaign expenses are detailed in the full #IAmExploringNow campaign report;
however, the six-month campaign projects a cost of approximately $1.6M. Campaign costs
include expenditures for measurement tools (Sprout Social, Drive Research, and Google
Analytics 360), labor, output creation, paid social media ads, Google ads, sponsored content, and
microsite development.
The total expense for measurement tools is $316,482 (Blast Analytics, n.d.; Kuster, 2018;
Sprout Social, 2020). The campaign will spend $72,000 to hire three communications
coordinators for $4,000 per month per employee (Glassdoor, n.d.). For the three videos (two
short-form and one long-form), the cost is $12,000, representing a total of 120 hours of work at
$100 per hour (Gwilliam, 2019).
The campaign will develop two microsites for the contest submissions and pledge
commitments, each taking 25 hours at $100 per hour, for a total of $5,000 (Kereszturi, 2019).
There are three prizes for the social media contest representing a total of $3,500.
The two sponsored articles with videos on Reader’s Digest will cost $6,500 (Reader’s
Digest, 2019). Finally, the campaign will spend $4,000 per day on Google Ads and $3,000 per
day on Facebook and Instagram Ads. For the six-month campaign, this is estimated to be $1.26M
(Shewan, 2020).

5. #IAMEXPLORINGNOW – ROI REPORT 5
References
Blast Analytics. (n.d.). Google Analytics 360 vs Standard. Retrieved November 20, 2020, from
https://www.blastanalytics.com/google-analytics-360-standard-comparison
eLama. (n.d.). ROI in marketing — what is it and what is the formula for calculating it? ELama |
Knowledge Base. Retrieved November 20, 2020, from https://help.elama.global/hc/en-
us/articles/208812909-ROI-in-marketing-what-is-it-and-what-is-the-formula-for-
calculating-it-
Glassdoor. (n.d.). Salaries: Communications Coordinator in Orlando, FL. Retrieved November
20, 2020, from https://www.glassdoor.nl/Salarissen/orlando-communications-
coordinator-salarissen-SRCH_IL.0,7_IM645_KO8,34.htm?countryRedirect=true
Gwilliam, A. (2019, September 2). How Much Does Marketing Video Production Cost? Lean
Labs. https://www.lean-labs.com/blog/how-much-does-marketing-video-production-cost
Kannenberg, L. (2020, January 22). Social Spotlight: REI's #OptOutside and How a Campaign
Becomes a Movement. Sprout Social. https://sproutsocial.com/insights/social-spotlight-
rei/
Kereszturi, B. (2019, August 26). Custom Landing Page Purpose and Cost. Digital Marketing
Agency Cleveland. https://www.proximitymarketing.com/much-cost-create-custom-
landing-pages-email-marketing-campaigns/

6. #IAMEXPLORINGNOW – ROI REPORT 6
Kuster, L. (2018). How Much Does Market Research Cost? Vernon Research Group.
http://www.vernonresearch.com/wp-
content/uploads/2018/01/HowMuchDoesMarketResearchCost_ebook.pdf
Neely, P. (2020, September 21). Digital Marketing Benchmarks Cheat Sheet for 2019.
Whatagraph. https://whatagraph.com/blog/articles/digital-marketing-benchmarks-2019
Reader’s Digest. (2019). Reader’s Digest Media Kit 2019-2020.
https://www.readersdigest.com.au/wp-content/uploads/2019/10/RD-AU-Media-Kit-2019-
20-Final-Version.pdf
Rival IQ. (2020, November 26). Facebook Head-to-Head Snapshot. Rival IQ.
https://www.rivaliq.com/free-social-media-analytics/report/#reports-facebook-
g6bC8Ca879Ea
Shewan, D. (2020, April 20). The Comprehensive Guide to Online Advertising Costs.
WordStream. https://www.wordstream.com/blog/ws/2017/07/05/online-advertising-costs
Sprout Social. (2020, October 8). Sprout Social Pricing - How Much Does Sprout Social
Cost?https://sproutsocial.com/pricing/