Kohl's will implement a digital strategy using a blog, Facebook, and Twitter to promote its corporate social responsibility efforts and increase awareness among millennials. The strategy aims to engage millennials, who make up 25% of the US population and $200 billion in purchasing power. Posts on the Kohl's CAREs blog and Facebook will share updates and photos of volunteer activities. Employees will live tweet events using hashtags. The campaign expects to reach 16 million millennials and increase overall CSR awareness by 20% at a cost of $11,600.

1. Kohl’s Digital Strategy
Showing the World that Kohl’s Cares

2. BIG Idea
 A full digital strategy will be built
to help promote Kohl’s social
responsibility efforts
 Kohl’s CAREs blog
 Informational updates
 Employee posts/pictures
 Facebook
 Twitter

3. Target Audience
 Millennials
 80 million people
 25% of the U.S. population
 $200 billion dollars
(purchasing power)
 Most responsive to Internet
marketing
 Research has shown a 12%
increase in millennials
interest in corporate social
responsibility

4. Execution
Blog
Facebook
Twitter

5. Blog
 Our Blog will be the center point of whole campaign
 It will be updated with informative posts meant to grasp
and intrigue our consumers
 In addition to the blog serving as the primary source of
information it will also be utilized as a directory for our
other web pages

6. Facebook
 Our Facebook page will serve as a scrapbook for all of
our social responsibility efforts
 It will be called the Kohl’s Cares Scrapbook
 This is where we will post pictures and talk about how
our experience was

7. Twitter
 We will use our Twitter handle to update our followers
with live information about how are volunteer efforts are
going
 Using various hash tags we will encourage our
employees and fellow volunteers to live tweet their
experience
 Example:
 Great Day for a Breast Cancer walk #KohlsCARES

8. Budget
 The only cost we will incur with this campaign is the
salary of the advertising and marketing staff to develop
and maintain the websites
 Using the website To The Point Marketing, I was able to
estimate a total cost of $11,600 for the entire campaign

9. KPI
 Increase awareness of Kohl’s social responsibility
efforts in America by 20%
 We will measure this by keeping track of how many
millennials how visited or often view our sites
 If we have reached 16 million millennials we will have
succeeded

10. Summary
 Using a digital marketing strategy to help create
awareness for Kohl’s social responsibility efforts
 We will target millennials since they are most responsive
to this type of marketing
 In turn these efforts will help increase the amount of
millennials that shop at Kohl’s