Big Sally's Drug Store is a locally owned natural supplement company seeking to increase its market share and compete against national brands. Its marketing plan aims to market lunch and learn sessions, establish digital reciprocity, make its branding consistent, and create an online store. The target demographic are eco-friendly individuals aged 25-45 who support local businesses. The plan defines success as increasing sales and profits while maintaining its community reputation. It recommends rebranding, creating an online store, and increasing its social media presence on platforms like Facebook, Twitter, YouTube and LinkedIn to correlate higher engagement with higher sales. Resources needed include a web developer, community manager, and training for social media strategies.

1. Big Sally’s Drug Store
Marketing Plan

2. Big Sally’s Drugstore:
Current Snapshot Big Sally’s Drug Store
• Industry magazines = $70,000/year
• Website = $15,000/year
• Print Campaigns = $36,000/year
• Community Sponsorships = $30,000/year
• Facebook Page = 160 Likes
• Typical ROI = sales and people attending
sponsored lunch and learns
Expectation: Locally owned and loved natural
supplement company trying to compete against
national brands without national distribution
Keeping you healthy,
naturally.

3. Strategy
Business Objectives
• Market lunch and learns sessions
• Digital reciprocity
• Make branding and name consistent
• Establishing an online store
Insights
• Eco-friendly people with holistic and natural
lifestyles “modern day hippies”
Big Sally’s Drug Store
• 25- 45 years old
Keeping you healthy,
• Earth-friendly lifestyles – strive to live eco-friendly,
naturally.
naturalistic, communal
• Support local economy over big-box stores

4. Metrics
Success is defined as:
“To increase sales and profits by taking away market share
from big name retailers while still maintaining the reputation
as a community based company.
This will be accomplished by increasing the social footprint
of the Big Sally’s name online. There should be a direct
correlation between the number of friends, followers,
subscribers etc. and engagement level. The higher both of
these numbers are should translate into higher sales.”
Recommend Action
Big Sally’s Drug Store
• Rebranding • Twitter
Keeping you healthy,
• Create an online store • YouTube
naturally.
• Facebook • LinkedIn

5. Organization
Required Resources & Training
• Web Developer
• Skilled Community Manager and Warehouse
Manager
• Training for new staff on products
• Social media policy and strategy development and
training
Potential Barriers
• Inability to find proper staffing Big Sally’s Drug Store
Keeping you healthy,
Hub & Spoke Approach naturally.
• “Centre of Excellence”- the Community Manager
will define the social media policy and strategy and
make these clear to all employees

6. Technology
Home Base Outposts Passports
• Main • Facebook • Various
Website • Twitter Blogs
(to mostly hear
• Linkedin what people are
talking about)
• YouTube
• Google
Analytics

7. Thank you!
Questions? Big Sally’s Drug Store
Keeping you healthy,
naturally.