TOMS Digital Marketing    Strategy       By Ardella Williams
Understanding TOMSA for-profit company based inSanta Monica, California thatoperates as a one for onecompany. TOMS was est...
GOALS The goals for the Kids for Kids campaign is to:   Share the message of TOMS globally   Create a fun and education...
Kids for Kids Campaign The Kids for Kids campaign rules and regulations are: Eligible for Kindergarten to 8th grade clas...
Kids for Kids Campaign              continued After the contest sends, TOMS  will pick 10 finalists. Each class  will be ...
Marketing StrategyPhoto: Minstryservingministry.com                                                Google Adwords        K...
 Facebook    Will create a Facebook Page that will provide additional information for      teachers/parents for the clas...
BudgetThe overall estimation of the Kids for Kids campaign is $118,740. Expensesconsist of:Video Promotion             $64...
Key Performance IndicatorsOur goal through the company is to educate students about thepower of giving and increase the nu...
Final Thoughts and Questions With Kids for Kids, our goal is to reach the parents   especially mothers, teachers, and chi...
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Williams.ardella toms digital marketing strategy

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Williams.ardella toms digital marketing strategy

  1. 1. TOMS Digital Marketing Strategy By Ardella Williams
  2. 2. Understanding TOMSA for-profit company based inSanta Monica, California thatoperates as a one for onecompany. TOMS was establishedto help eliminate suffering for manychildren that go shoelesseveryday. Not only providingchildren with a pair of shoes to calltheir own, but an opportunity forshoppers to get involved in thespirit of giving. For every pair ofTOMS shoes that is sold, one isgiven to a child in need year round.Since 2006, TOMS has given awayover one million pairs of shoes in25 countries. Photo: TOMS
  3. 3. GOALS The goals for the Kids for Kids campaign is to:  Share the message of TOMS globally  Create a fun and educational opportunity for students around the power of giving  Provide a resource for teachers to educate students  Offer an opportunity for students to get creative  To increase the number of women and youth TOMS shoes sold YouTube Clip: http://www.youtube.com/watch?v=zrKYUf5mNhA
  4. 4. Kids for Kids Campaign The Kids for Kids campaign rules and regulations are: Eligible for Kindergarten to 8th grade classes Each registered class must submit: A lesson plan geared around TOMS Kids for Kids Young Learners document A class video expressing how they give back to the community
  5. 5. Kids for Kids Campaign continued After the contest sends, TOMS will pick 10 finalists. Each class will be notified in person by a TOMS representative, much like the Ticket to Give experience. Grand Prize consists of: Winning class spends a day at TOMS Headquarters in Santa Monica, CA Meet founder, Blake Mycoskie Class picks where the next load of TOMS shoes are given Photo: TOMS
  6. 6. Marketing StrategyPhoto: Minstryservingministry.com Google Adwords Kids for Kids marketing strategy is Using Google Adwords our keyword terms comprised of four groups: are: contest for kids, toms contest, and global giving  1. Text and Display AD 1: Target Audience: Teachers, Parents, advertisement and children  2. SEO/Google Keyword(s): contests for kids Adwords/Analytics Budget: $1600 (for 3 months)  3. Social Media Networks (Facebook, Twitter, Instagram, Sample Ad Script: Google+, and YouTube) TOMS Official Store: TOMS.com  4. Audio and Video Driven Action Join our Kids for Kids contest for grades K- 8. Learn about giving and our one for one model. www.toms.com/kidsforkids
  7. 7.  Facebook  Will create a Facebook Page that will provide additional information for teachers/parents for the class contest. Twitter  TOMS twitter account will include tweets about the competition and how classes are doing so far. Instagram  Classes will be encouraged to send in pictures of what they’re learning and are doing to support the global community. Staff will Instagram pictures of the winners and the grand prize winner. YouTube  Used to create a promotional contest/campaign video and document the winners for the contest. Google+  Will be used to announce new exciting news about the contest first. News/Talk shows  Arrange to have Blake to announce the new contest to get more classes involved.YouTube clip: http://www.youtube.com/watch?v=57TOTx5UEpA
  8. 8. BudgetThe overall estimation of the Kids for Kids campaign is $118,740. Expensesconsist of:Video Promotion $64,000Video Production $5,000Paper Advertisement $10,000SEO/Google Adwords $5,000Travel Expenses $24,740Agency Strategy $8,000Strategy Measurement $2,000Total Estimation $118,740
  9. 9. Key Performance IndicatorsOur goal through the company is to educate students about thepower of giving and increase the number of TOMS women andyouth shoes sold throughout the contest. The Key Performance Indicators (KPI) for the Kids for Kids Campaign are measured by:  Number of contest applicants  Change in online sales for womens and youth shoes compared to pre-campaign numbers  Kids for Kids Facebook page likes  Increase in photos shared on Instragram via #TOMSkids  Google Analytics: Track keyword searches, ad checks, website traffic, TOMS blog website traffic, and social media interaction
  10. 10. Final Thoughts and Questions With Kids for Kids, our goal is to reach the parents especially mothers, teachers, and children (5-13 yrs) who want to help educate students about the power of giving. Our plan will consist of a digital marketing strategy to build excitement for TOMS womens and youth shoes. The effectiveness of this campaign will be measured using Google Analytics to increase the sells and exposure of TOMS to a younger audience. With a budget of $118,740 we hope to increase exposure for TOMS and create a memorable experience for students.YouTube Clip: http://www.youtube.com/watch?v=lQQqvAdqgNo

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