NMDL final presentation: Digital Marketing for Patagonia

1. Patagonia Digital
Strategy
100% TRACEABLE DOWN INITIATIVE
RACHEL GITRE

3. The Big Idea
 Increase awareness of 100% Traceable
Down products
 Increase sales of winter jackets in 6
months
 Promote environmental responsibility
and durability of Patagonia products

4. Target Audience
 Environmentally conscious
 Outdoor enthusiasts
 Males and females 25-55

5. Social Media Presence

6. Social Media Presence

7. Innovative Tactics

8. Key Performance Indicators
 100% Traceable Down page visits
 YouTube promotional video views
 Increase in Likes and Followers on social media
 Targeted YouTube advertising with Google Adwords
 Pay Per Click Weather Channel app advertising
Increase
Awareness
Generate
Leads
Increase
Sales

9. Budget
½ Year
Total:
$4,750,000
Monthly
Total:
$791,666.67
Mobile App
and Targeted
ads:
$4,210,000
 $570 million yearly revenue
 .05%=$28,500,000 yearly marketing
Digital
Agency:
$540,000
budget
 One third for Digital Marketing
leaves $9,500,000 for the year
 Weather Channel app targeted ad:
 $12.50 per 1,000 views on iPhone
or Android
 $18.00 per 1,000 views on Tablet
or iPad

10. Closing the Loop
 Steer away from “hard sell”
 Rather build and maintain trust of our audience
 Remaining environmentally responsible as the world evolves
 Continue to grow brand equity and acquire new customers
Thank You!