Review of digital element of a National Promotion for National Egg including KPIs and performance statistics for Social Media, Website traffic, E-Mail Marketing etc.

1. Digital & Social Program 2011

2. Digital Marketing Objectives
Primary
¤ Consumer loyalty VS capturing market share
¤ More eggs, more frequently

3. Tactics
Primary
¤ Programing and design of entry pages to support the contest
and email capture
¤ Customer relationship management – no email
communications since 2008-2009
Secondary
¤ Establish a social brand with Social Networks and custom Blog:
“Every Day” and support contest
¤ Content Marketing maximizing Google search trends;
reinforce: “eggs as a healthy option”

4. Social Channel Blog & Networks Objectives Marketing
¤ Brand Voice: Core values ¤ English and French
¤ Community engagement Contest support
¤ Content Strategy: utility, ¤ Landing pages
entertainment, info, rewards, ¤ Entry forms
recognition) ¤ Data: Website traffic
¤ Recipes ¤ Request for information
¤ Health & Nutrition
¤ Product information

6. Website • Landing Page & Contest Entry
• Content from e-Blasts &
Blog e-Newsletters
• Community News
E-Blasts • Tactical Call to Action
Facebook • Page - Community
• Ad – Web Traffic
Twitter • E-Blasts, Content

8. June July Aug Sept Oct Nov Dec
CONTEST
E-
BLAST
WEBSITE

9. Program Performance

10. Contest Performance
¤ 23,677 Total Opt-in Contest Entries
¤ National: English and French
¤ Prizes: 46” Sony Bravia 3 LED TV, Disney Winnie The
Pooh branded Bedroom Kits

11. Email Marketing
E-Mail Sign-Ups
¤ +7,000 New Opt-Ins
¤ 79% Increase VS. previous database
E-Blasts
¤ Average Open Rate: 27% (Industry avg. 18%)
¤ Average Click Through: 26% (Industry avg. 20%)

12. Facebook: Pre-Contest Ad Campaign
Facebook Ad Network
¤ Average 51 Likes Per Day (30 Day Period)
¤ 1,540 Total Likes
Facebook Ad Campaign
¤ Total Budget: $2,700
¤ $1.75 Per Like

13. Site Traffic: www.nationalegg.com
September 15 – December 31, 2011*
¤ 34,523 Visits (+2366%) VS 1,402
¤ 122,768 Pages viewed (+3423%) VS 3,485
¤ 24,547 Visits from Facebook
*Google stats compared to previous 3-month period