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Digital marketing plan for starbucks
- 1. Low Calories DrinkCampaign Digital Marketing Plan Xiaomeng Wu
- 2. Target Audience • Age：20－50 • White Collar • Urban area • Medium to high income • Mainly female and few male • Health conscious • On diet or care about calories
- 3. Campaign Goals • Increase revenue by increasing the sales of low calorie drinks • Increase the awareness of low calories drinks • Attract new customers • Increase customer loyalty • Enlarge market share
- 4. Digital Marketing Plan • Social Media Marketing • Online TV Advertising • Online Event Marketing • Search Marketing
- 5. Key Message • SpecialDeal: Buy One Low Calories Drink, Get the Second One 50% off • Share health and good taste with the one you love • Same taste, less calories
- 6. Social Media Marketing • Post low calories drinks’ Special Deal: Buy One Low Calories Drink, Get the Second One 50% off, on different social media • Post low calories drinks pictures • Start conversation and get customers’ involvement about the low calories drinks • Increase followers, fans, likes and retwitte
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- 8. Online Event Marketing “My Favorite Low Calories Drink Recipe” Pinterest Contest • Create a pin board named “my favorite low calories drink recipe” • Twitte@Starbucks to enter the contest • Winner will received Starbucks gold card with 10 free low calories drinks
- 9. Search Marketing Keywords: Starbucks deal, low calories drink for less, Starbucks 50% off Sample Ad Copy: Starbucks Special Enjoy your low calories drink at Starbucks and share the health taste with the one you love Second drink low calories drink 50% off Starbucks.com/deals
- 10. Budget • Online TV advertisement: $2,000 • Google Adword: $3,500 • Other Promotional Tool Charge: $500 • Digital Agency Charge: $250/hr x 40 = $10,000 • Cost for buy one get second one 50% off promotion: $10,000 Total: $26,000