The document outlines a digital strategy campaign for Barnes & Noble to increase textbook sales and brand awareness among college students ages 18-22. The campaign includes optimizing the webpage and social media presence, running advertising on Google AdWords, and holding a Pinterest contest where the winner receives free textbooks for a semester, with the $600,000 budget allocated across these various online marketing channels.

1. By Jessica Foxen

2. DIGITAL STRATEGY CAMPAIGN
Objective
 Create Top-of-Mind
Brand Awareness
 Increase Textbook
Sales
 Showcase competitive
textbook selections and
prices

3. Big Idea:

4. TARGET AUDIENCE
College Students ages 18-22

5. WEBPAGE & SEO
+ Strong Content
+ Navigation
+ Appearance
+ Increase Visibility

6. FACEBOOK & TWITTER
+ Strong Content
+ Info Availability
+ Entice a Following
+ Build Relationships

7. PINTEREST CONTEST
+ Strong Content
Visual
+ Entice Participation
+ Build Relationships
+ Creates Word-of-Mouth Marketing
Winner receives free
textbooks for a semester!

8. MOBILE APP
99.8% of college students own cell phones!
+ Strong Content
+ User Friendly
+ Availability

9. ADWORDS
Barnes & Noble Textbooks
Purchase textbooks at a low price
Free shipping with your next order
www.barnesandnoble.com/
Barnes & Noble eTextbooks
Use your Nook to study
Save up to 60% when you rent or buy eTextbooks
www.barnesandnoble.com/
+ Strong Keywords
+ Effective Messages

10. BUDGET
$600,000
5%
10%
20%
35%
30%
(Google
AdWords)