ECHO Competition - BOXED Campaign

1. CAMPAIGN
Nana Akuffo & Hussein Elshamy

2. Goal of the Campaign
To target affluent moms living in the
Washington D.C area between the
ages of 30-37 years

3. Boxed
Company
Profile
Founded in August,
2013 by Chieh Huang,
Christopher Cheung,
and William Fong and
Jared Yaman
Online and mobile
membership-free
wholesale retailer that
offers direct delivery of
bulk-sized packages via
the Boxed app or the
website
Headquartered in New
York City, and has three
fulfillment centers
around the country:
New Jersey, Nevada and
Texas, which allow
orders to be delivered
within two days
In June 2015, Boxed
launched their premium
private brand Prince &
Spring, focusing on high
quality products and
design

4. Strategic
Marketing
Objectives
Objective 1: Increase and drive
more traffic to Boxed website
•Achievable through social media
campaigns and customer interactions
through social media platforms
Objective 2: Reinforce
relationships with customers
• Achievable by optimizing listening and
response capabilities with goal of
decreasing social media response times

5. • Strong online market presence
• Absence of membership fees
• Offers bulk purchasing with
home delivery
• Expansive supply chain with
strategic warehouse locations
•Limited product mix
•Customer dissatisfaction with
packing & delivery
•Minimum orders not privy for free
shipping
•slow response times to social media
posts
•Competition with retail stores
•Online competition
•Brick-and-mortar additional
presence
•Diversification with addition of new services
•Expansion of currently limited product mix
•Expansion of locations both in US and
globally
•Improvement in social media content through
brand awareness
S
W
O
T
ST RENG T HS
WEAKNESSES
T HREAT S
O PPO RT UNIT IES
SWOT Analysis of

6. Situational Analysis
 Affluent mothers are driving disruption in retail with preference for browsing and shopping online
over traditional stores
 Strong competitors are seeking to capture same market space as Boxed. These include: Amazon,
Walmart, Instacart, Peapod, Freshdirect, Kroger, Sam’s Club, BJ’s, Jets, Costco, etc.
 A lot of these require annual membership fees and shipping within 1- 3 days
 According to US 2011-2015 Census, less than 28% of 30 to 45-year-old women in a household in
any income bracket below $500,000 per year have three or more children
 This makes targeting women especially affluent millennial moms who are consistently finding
ways to save time for family essential for online e-commerce.

7. Target: Affluent Millennial Moms in DC
Affluent, millennial generation mothers with extremely busy
lifestyles who manage work and household chores in
Washington, DC
An estimated 52% of online shoppers in the US as of
December 2017 are female
A 2017 study indicated that more than 40% of US millennials
are currently parents and, by 2026, over 80% of millennials
would become parents
Average age where women become mothers in Washington,
DC is 28.9 years old overall, 32.4 if married, and 32.7 for
college educated women

9. Marketing
Strategy
 Increase sales and drive traffic from its target market
 Achieved through increasing brand awareness by introducing Boxed to
new consumers, placing high importance on two of the brand’s
competitive advantages
• No membership fees and faster delivery
• To achieve brand awareness, Boxed will introduce an interactive social media
campaign throughout the DC area during a 3-month period to increase brand
awareness and create a higher demand of Boxed’s services
• Boxed will also offer incentives to existing consumers to promote word-of-mouth
and referrals

10. Strategic Objective Strategy Tactical Objective Tactics
Increase Boxed’s Brand
awareness
Devise means of exposing affluent
mothers to Boxed
Engage affluent mothers through interactive
Facebook, Twitter and Instagram messaging with
links that access educative high value contents
Employ use of social media channels such Facebook,
Twitter and Instagram and propagate
#BoxItUp#BoxItUp; #EZ-shopping4mom;
#Momsreallymatter
Improve sales and generate
demand
Deliver goods within the set
standard time and engage in
customer appreciation
Employ hype-taps and social media influencers
such as tag celebrities who will patronize Boxed
products with positive reviews on social media
platforms
Offer discounts, cashback incentives and rewards
program since few online retailers indulge giving
these options to potential new clients
Differentiate Boxed from
competitors
Distinguish Boxed from Walmart,
Costco and Amazon and be an
innovator other than a me too
Embrace feedback from loyal customers and
incorporate them into further developing the
Brand
Using constructive feedback as a ways and means to
continuously improve brand. Send post marketing
surveys post purchase to assess feedback
Retain existing customers
and attract new customers
Inspire customers with health
information benefits associated
health groceries with: #BoxItUp;
#EZ-shopping4mom;
#Momsreallymatter
Encouraging and building fan relationship
through dissemination of health titbits, recipes,
marathons to bring awareness and raise funds
for just causes; and engaging loyal customers and
fans to create a brand community
Weekly creative feeds and dissemination of relevant
information associated with the hashtags to drive
customer participation
Strategic Summary Chart

11. Creative
Strategy
Zone 1: social
community
Zone 2: social
publishing
Zone 4: social
commerce
 Our creative strategy is a mix of zones 1 (social
community), 2 (social publishing) and 4 (social
commerce)
 Its tied to the brand’s objective of ‘family’ really
matters. We use three hashtags: #boxitUP; #EZ-
shopping4moms; and #Momsreallymatter three
mediums – Facebook, Twitter and Instagram
 There will be 3 new adverts (videos) for
distribution via television, youtube, and Facebook

12. Campaign Strategy
 A tagline, “Boxed, family really matters” can be the first entry point to differentiate Boxed from its
competitors
 The three hashtags - #boxitUP, #EZ-shopping4moms; and #Momsreallymatter are based off this tag line.
Facebook, Twitter and Instagram are the selected platforms to launch the campaign
 Other platforms, including blogs and engagement on the Boxed website, print media, three adverts for
television and the social media platforms will be launched
 Revamping the Boxed website and brand differentiation
 Guerrilla marketing at shopping malls, schools and libraries in the Washington D.C area
 5k Marathon in the last month of the Campaign to raise awareness about the Boxed brand in DC, what
the brand stands for and how different it is from its competitors
 This will be linked to hashtags and foundations in the DC area raising awareness about childhood obesity and
healthy eating.

13. The Boxed Social Media Marketing Campaign
Get a tag line Revamp Boxed’s website
Guerrilla marketing
5k marathon

14. Media Plan
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 1 WEEK 2 WEEK 3 WEEK 4
Event
Event
Event
Final Event
CHANNEL
#MomsReallyMatter
#EZ-Shopping4moms
#BoxItUp
Facebook
(Paid
campaign)
Twitter
(Paid
campaign)
Instagram
(Paid
campaign)
#MomsReallyMatter
TWO AMIGOS MARKETING MEDIA PLAN
MONTHLY MEDIA PLAN TRACKING
MONTH 1 MONTH 2 MONTH3
CAMPAIGN INITIATIVE
#EZ-Shopping4moms
#BoxItUp
#MomsReallyMatter
#EZ-Shopping4moms
#BoxItUp
FINALEVALUATION
Selected primary and high schools Selected primary and high schoolsSchools
5k Marathon
Boxed campaigns in Malls Boxed campaigns in Malls Boxed campaigns in Malls
Selected primary and high schools
Shopping Malls in DC
Public Libraries Word ofmouth campaigns Word ofmouth campaigns Word ofmouth campaigns
Last Saturday of the Month (5K)
EVALUATION
EVALUATION

15. Budget
EXPENSE MONTH 1 MONTH 2 MONTH 3 TOTAL BUDGET
Office Personnel (4 Staff
@14.75/Hr) $20,000.00 $15,000.00 $25,000.00 $60,000.00
Content Creation $9,333.33 $9,000.33 $9,666.33 $28,000.00
Online Advertising
(Facebook, Youtube,
Twitter, Instagram) $8,333.33 $7,900.33 $8,777.33 $25,011.00
Promotions (Coupons &
Points Redemption) $6,666.67 $5,100.67 $8,241.67 $20,009.00
Technology (Social
Media Listening & Social
Crm Connector) $5,333.33 $5,000.33 $5,666.33 $16,000.00
Agency & Consulting
Fees $13,333.33 $13,333.33 $13,333.33 $40,000.00
Miscellaneous $4,176.67 $4,176.67 $4,176.67 $12,530.00
Total Budget $67,176.67 $59,511.67 $74,861.67 $201,550.00
BUDGET FOR BOXED CAMPAIGN

16. Evaluation Plan
 Data from socialbakers suite and other social metrics
applications and websites will be used to analyse daily,
weekly and monthly engagements on the three social media
platforms
 Qualitative meters to evaluate the #BoxItUp,
#MomsReallyMatter and #EZ-Shopping4moms include
awareness among consumers, image building and improving
customer service through social media channels
 Another metric can be levels of engagement on the website
and actual purchases made from Boxed’s website
 Quick surveys with reward points after completion will be
conducted to ensure customer feedbackAn example of data from socialbakers for Boxed’s FB engagement

18. References
Acosta, E. (2017, March 1). Why Washington, D.C., Remains a Top Pick for Millennials. Retrieved from American University:
https://www.american.edu/media/news/20170301_kogod_millennial_index_2017.cfm
Anderson, J. (2018, March 10). Millennials, Distrustful of Vendor Claims, Making More Tech Buying Decisions. Retrieved from Channel Partners:
https://www.channelpartnersonline.com/2018/05/10/millennials-distrustful-of-vendor-claims-making-more-tech-buying-decisions/
Bui, Q., & Miller, C. C. (2018, August 4). The Age That Women Have Babies: How a Gap Divides America. Retrieved from The New York Times:
https://www.nytimes.com/interactive/2018/08/04/upshot/up-birth-age-gap.html
Smith, C. (2018, August 12). 145 Important Millennial Statistics and Facts. Retrieved from DMR: https://expandedramblings.com/index.php/millennial-statistics-for-marketers/
Soper, S. (2018, January 26). Boxed CEO's Choice: Save Supermarkets or Help Amazon Kill Them. Retrieved from Bloomberg: https://www.bloomberg.com/news/articles/2018-
01-26/boxed-ceo-s-choice-save-supermarkets-or-help-amazon-kill-them
Statista. (2018). Distribution of online shoppers in the United States as of December 2017, by gender. Retrieved from Statista:
https://www.statista.com/statistics/809656/distribution-us-online-shopper-by-gender/
Tuten, T., & Solomon, M. (2018). Social Media Marketing (3rd ed.). Los Angeles: CA: Sage.
Tyler, J. (2018, June 17). We compared the 'Costco for millennials' with the real Costco, and one had a clear advantage over the other. Retrieved from Business Insider:
https://www.businessinsider.com/costco-website-boxed-how-they-compare-2018-6#the-grocery-page-on-costcos-site-for-example-is-divided-into-18-further-categories-such-
as-pantry-goods-packaged-goods-snacks-and-cookies-there-were-a-ton-of-categories-but-they-
United States Census Bureau. (2016). Quick Facts: District of Columbia. Retrieved from United States Census Bureau:
https://www.census.gov/quickfacts/fact/table/dc/HSD410216#viewtop

19. Two Amigos Marketing: Members
Amigo Nana Akuffo
(Co-founder - TAM)
Amigo Hussein Elshamy
(Co-founder - TAM)

20. Thank you!
Mucho Gracias!!