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Adv420 final project
- 1. L.L. BEAN Digital Strategy by Dan Gallagher
- 2. What to Expect 1. Get to know the company! 2. Business challenges and goals 3. The Big Idea! 4. Measuring Success 5. Budget and Timeline
- 3. The Company Outdoor Clothier Headquarters Freeport, Maine (founded in) Current Target Audience 34 - 54 year old men and women Adventurous/Outdoor people L.L. Bean retail store in Freeport, Maine
- 4. The Company Cont. The Golden Rule Sell good merchandise at a reasonable profit, treat your customers like human beings and they will always come back for more.” L.L. Bean employee working on a pair of the signature Bean Boots
- 5. Business Challenges and Goals Goals Appeal to college students & people in there 20s Expand Facebook, Twitter, and Instagram profiles Challenges: Brand awareness among younger consumers Maintaining the companies small hometown feel While expanding its social media coverage and use
- 6. The Big Idea! The L.L. Bean Escapade 3-Month Photo/Video Contest Post to the “Big Three” Facebook, Twitter, & Instagram One winner/week Rewarded $500 gift card #LLBeanEscapade2015 & #LLBean
- 7. Measuring Success Following the 3 month contest 2-3 social media posts/week Utilizing Google Adwords - all “clicks” recorded Effective keyword phrases Google Analytics used to monitor AdWords campaigns
- 8. Budget L.L. Bean Escapade Contest: $6500 ($500 per week) Google AdWords: $2000 per month (3 months) Facebook Ads: $2000 per month (6 months) Total Digital Strategy: $24,500
- 9. Timeline First Three Months Overall goal – position brand to younger audience Facebook Ads L.L. Bean Escapade Contest: Summer 2015, June 1st – August 30th Dylan @dyl_theoutdoorsman Cross Country along the Appalachian Trail! #LLBeanEscapade2015 #LLBean
- 10. Timeline Last Three Months Overall goal – to maintain/continue positioning the brand Facebook Ads Google AdWords Campaign Expected Social Media Increase: Twitter: 80K+ followers AdWords Campaign: 2K hits/day FB: 100,000+ fans/page “likes” FB Ads: 750 hits a day Instagram: 50K+ followers
Editor's Notes
- Hi! My name is Dan Gallagher and I have created a digital strategy campaign for L.L. Bean.
- Today we are going to follow this agenda and by the end you should 100 percent understand what direction I am heading in with this campaign. This slide is a layout of what will be discussed in presented in the following slides. (While on this slide I will mention the subjects above with a brief description of what to expect from each.) Get to know the company! This is where I will describe the current target audience of the company, basic demographic facts of L.L. Bean, and the its Mission Statement. Business challenges and goals
- Now I would like to give a general layout of what L.L. Bean is all about. First off, L.L. Bean specializes in outdoor clothing. Such products include ski gear, hiking gear, sailing gear, hunting gear and so much more! L.L. Bean originated in Freeport Maine in 1912 and that is where there headquarters are still located. Leon Leonwood Bean is the retail companies founder. The current target audience are men and women ages 34 to 54 years old. The clothier attracts an adventurous and outdoor enthusiast.
- L.L. Bean is known for its exceptionally well customer service and satisfaction. A lot of there leading customers are people from families that have been with the company since the beginning. Just last fall I realized my “Bean Boots” were very worn in and out of shape. So I decided I would send them in and see what L.L. Bean could do for me. Within one week a brand new pair showed up on my doorstep with no charge and 10% coupon to use on my next purchase. This is one of the many ways L.L. Bean represents quality customer service.
- By the end of this campaign and digital strategy my goal is to increase brand awareness and likeability among college students and people in there twenties. There is no reason for this age group not be reached by such an upstanding company that offers excellent products. L.L. bean can be great for students in college as they are making there hike to classes every day. The brand can also benefit people in there twenties that are looking for casual every day clothing to wear. With the digital strategy that I am going with I hope to also increase the number of followers on the L.L. Facebook, Twitter, and Instagram accounts. By accomplishing this I know I will have to have a team that is consistently keeping up with the profiles and posting creative and intriguing messages that will attract new users. The biggest challenge I face right now is obviously positioning the brand to a younger generation, but like I said it’s my main goal and I hope that we can accomplish it. L.L. Bean is also known for its small hometown feel. As much as I want to expand its awareness and revenue I don’t want to lose that mom and pop shop feeling. I also need to be aware of what’s being posted, we don’t want to see L.L. Bean lose that hometown feeling and become a major commercialized company.
- It is now time to announce the big idea! For my digital strategy of increasing brand awareness among a younger generation I have created a 3-month photo and video contest. Each week consumers will have the opportunity to post a video or picture of themselves in L.L. Bean gear. The exciting part is that each week the post must be made in a specified location. For example, the first week I figured we would kick-off the event in the Appalachian Mountains. Participants in that area would be able to take a picture in mountains or with the mountains in the background and tag the location for a chance to win $500 towards L.L. Bean merchandise. The following weeks would then be a new location (Rocky Mountains, Mississippi River, Grand Canyon, Yosemite). To be eligible for the reward each participant is required to hashtag #LLBeanEscapade2015 and #LLBean in there post.
- After the three month photo contest the campaign does not come to an end. The goal of the photo contest is to attract awareness and excitement to the brand. Once that stage is complete we must continue to maintain our current customers while also looking out for new users. With that said, I plan to have 2-3 posts every week to each of my social media sources. That number range is perfect to avoid over commercializing the company. For the three months following the photo contest I will be working a lot with Google AdWords. I’d like to see 6 effective keyword phrases created. With that, every “click” will be recorded. Google Analytics will then be utilized to monitor the AdWords campaign.
- We have now come to the budget portion of the report. On the slides I have it clearly showed how much we will be spending for each strategy. As you can see the photo contest will add up to $6500 for the 3 month campaign. Google adwords will come out to $6000 for the last three months. And, Facebook ads will total $12,000 during all 6 months. I would like to add another $5000 in case we decide to up the Google AdWords or Facebook ads down the road. For example, if they are extremely successful then why not add more.
- As mentioned my overall goal of this campaign (especially during the photo contest months) is to position the brand, L.L. Bean, to a younger audience. Right now the target audience is 34 to 54 year old men and women. Within 6 months I would like to see college students and people in there twenties in that overall audience. For the first three months we will be promoting the campaign through effective Facebook advertisements. This will hopefully create general awareness and get people excited about the $500 gift card. And finally, this is the phase of the campaign where the L.L. Bean Escapade will take off and last from June 1st to August 30th. Pictured above is an example of what we expect our contest participants to post!
- During the final three months the main goal to maintain current young consumers and promote new consumers. This will be done by continuing to post effective social media posts, 2-3 a week. Facebook advertisements will also carry into these months and to continue promoting L.L. Bean awareness. Google AdWords come in to play during these last three months. And will be monitored, as said by google Analytics. The number of Google AdWords and FB Advertisements can change depending on there success. The extra $5000 is being saved for this future option. And, of course above are the numbers listed that we would like to reach for each campaign.