This document outlines Kellogg's plan to launch a new social media campaign and cereal contest targeting 18-25 year olds. The goals are to increase brand consumption in this target audience by 30% over a year and find a successful contest winner. Tactics include using Instagram, Facebook, Twitter, blogs and pay per click ads to engage consumers and drive traffic. The total proposed budget is $131,300 over 495 hours to cover strategy, planning, paid media, management, implementation, execution and reporting.
3. The BIG Idea
Launching a new social media campaign, revamping
all of the current digital media
Create the new Kellogg’s cereal contest
Do you have what it takes?
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4. Key Performance Indicators
Using Google Analytics to measure site ratings traffic
etc.
Goals
Increase brand consumption of target audience by 30%
over a year
Find a successful winner of the contest
5. Tools and Tactics
Instagram, Facebook, Twitter
Blog
Pay per click ads
6. How Will Social Media and
Pay-Per Click Work?
Facebook and twitter
Gain consumer insight and have direct contact with our target
audience
Instagram
Short 15 sec clips for advertisement
Pay Per Click
Optimized to target exactly what the consumer needs
7. Blogs
Implement a new blogging team
Generating relevant content
Digital PR
8. Inbound Marketing
Must enter your email to enter the site
Providing coupons, free samples
When final stage is reached:
Consumer perks and rewards
9. Budget
Component Time Cost Per Hour Total Costs
Strategy 70 hours $250 $17,500
Planning 95 hours $250 $22,500
Paid Media Monthly: 12
months
$3,000 per
month
$36,000
Pay Per Click Weekly: 52
weeks
$100 per week $5,200
Management 50 hours $250 $12,500
Implementing 110 hours $250 $27,500
Execution 80 hours $250 $20,000
Reporting
90 hours $250 $22,500
Results
Totals: 495 hours $131,300
10. Thank you for your time!
• Incredible opportunities for
the brand to grow
Editor's Notes
Kellogg’s main target audience = children 8-11
Also target middle aged adults
Leaves a gap
Contest rules: consumers ages 18 and older can enter
looking for 1 winner to create the new flavor for a brand new cereal brand launching at the end of the year top 3 entries chosen by kellogs, winner chosen by public
Winner : gets name on cereal box, and a $10,000 cash prize.
Every 4 months are a benchmark, consumption needs to rise 10% by each benchmark
Social media: demographic group is usually on the go, has a digital device in hand
Instagram: short video advertising will be beneficial for not losing viewer interest
much more effective than minute long videos
Pay per click
optimized to target exactly what our consumer is looking for, only pay for what they see.
Currently has a blogging team, additional team will be added to directly target target audience.
generate content relevant to their needs and want and achieve a better reach.
Digital PR
allows us to share news that is good bad and indifferent, gives them optimized content and keep them up to date
Currently, anyone can access the full web content on Kellogg’s main site
Must give contact info
Once contact info is received, important to move them through the process of “strangers” to avid buyers of brand.
Free products, options for mail sign up etc.
When they have reached the final stage, continue to delight them with consumer perks and offer rewards for being brand loyal
Extensive research
Hourly work at $250 per hour, some content is paid monthly or weekly depending on its specifications.
Total estimated budget = $131,300 for 495 hours of work, 12 months of paid media, and 52 weeks of pay per click ads.
. In today’s world, digital media is everything. And utilizing it in every way possible is the best way to grow a bigger better brand.
Kellogg’s brand will sure to grow through the creation of a new cereal that wasn’t developed by the employees of the company