The document outlines a marketing plan for The Paper Shop to reach new customers, form loyal customers, and increase revenue through targeted digital advertising and a social shopping ambassador club program. The targeted advertising would use real-time bidding and location-based ads to promote the store's party, wedding, gift, and holiday products. The ambassador club program would offer members discounts, rewards, and opportunities to promote the store's sales and earn points through social media sharing.

2. The Paper Shop
More Than Just Paper
0Custom invitations, stationary, napkins, ribbon
0Custom gift wrapping & gift wrap for purchase
0Party decorations, balloons, greeting cards
0Gifts, jewelry

3. Goals
0Reach new customers
0Form loyal customer base
0Increase revenue

4. Targeted Advertising
0 Real-Time Bidding
0 Immediately reach individual consumers through online ads based on
their browser & search history
0 Direct ads to internet activity related to party & wedding planning,
engagements, holiday preparation, gifts

5. 0 Location-Based Advertising
0 Target consumers through
mobile ads based on their real-
time location and mobile
internet activity

6. Subscriptions + Social Shopping

7. Ambassador Club
0 $25 annual membership fee (can be reduced by referrals)
0 Discount card/rewards; members-only sales, contests,
coupons, product offers.
0 Monthly e-newsletter
0 Access to members-only portal on store website
0 Members can promote store’s sales, coupons, new
products, etc. and earn points that can be redeemed for
rewards.
0 Send members content via e-mail/Facebook; members can
then easily share via e-mail/Facebook.
0 Members can also access content by logging in to website.

8. B A
R D
A V
N O
D C
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