ADV 420 Class Final Project

1. KOHL'S DIGITAL
STRATEGY
GaoIa Vang
ADV 420

2. Target Audience
The target audience for this brand is a two
person-income family with kids at home. The
target audience must be tech savvy or have
a strong knowledge of digital tools.

3. The Goal
Increase social media presence and have
customers engage in Kohl’s digital
platforms!!

4. Why increase social media
presence?
Increasing followers on social media sites will give Kohl's a better
opportunity to interact and communicate with their consumers from almost
anywhere. Mobiles are switching to smartphones and with smartphones,
individuals use apps. Most social media sites have their own mobile apps. If
Kohl’s have a strong presence in all of the social media platforms their
consumers use, then they can keep them engage and updated with all of
their posts.

5. The strengths with the current
strategy
Kohl’s Facebook site has done a good job at
keeping their presence strong. The site is
updated daily and have posted comments
that interacts with their followers. These
posts are like conversations and this helps
followers engage with them.

6. Weaknesses
The level of conversation is still high in Kohl’s
other social media platforms but the number
of followers is exponentially lower than the
ten million followers their Facebook has.

7. Tools and Tactics
Change the mobile app to make it more user
friendly. The reviews haven't been positive.
There are complaints about the app freezing
time to time.

8. Tools and Tactics
Post interesting links and switch it up
multimedia. Switching things up with
pictures, videos and even sound clips here
and there can make your posts more fun to
follow.

9. Tools and Tactics
Kohls should add their social media sites
onto their business cards, billboards, flyers,
and other promotional materials.

10. Budget
Using the digital marketing calculator site, a
six month plan with a revenue of over 10
million dollars, the digital marketing budget
should be $48,000: -SEO - $4,800 per
month
-PPC - $28,800 per month
-Social Media - $7,200 per month
-Email - $2,400 per month
-Mobile - $2,400 per month
-Content - $2,400 per month