Digital marketing strategy for Dunder-Mifflin Sabre for ADV 420

1. DUNDER-
MIFFLIN goes digital
SABRE
The new people-friendly way to
satisfy your paper and office
supply needs.
Presented by Krista Wiegand

2. where to start?
• Our Buyers: Businesses (big and
small), schools, people with
home businesses, students.
We want to attract the buyers who are tired of not knowing
what paper is best for their printers. The buyers that are sick
of trying printers brand after brand, only to have the same
errors happen again and again. We want the buyers who are
tired of sending back the wrong ink, or are interested in
streamlining their office supplies. We want the big
businesses who need industrial copiers, the small businesses
who need 20 reams, and the college student that needs a
wireless printer.
What all of these buyers have in common is that they need
an easier, more resourceful way of buying the supplies they
need.

3. THE
BIG IDEA
“It’s about the people.”
-Michael Scott
Dunder-Mifflin Infinity is a service With buyers, everything will be personable.
that has already been put into No jargon and customer service will always
motion, and is the first step DM has be quick to respond.
taken in entering the digital market.
We also want our services to be:
This site will be the main product
outlet and give buyers a chance to • Approachable
order online if they choose not to • Not too business-like
interact with a real person. • With a real person, unless the buyer
wishes otherwise.

4. the website
and ideas for it
• “How Paper is Made” and other fun
info graphics
• Show the importance and relevance This will present DM as more
that paper still has in the business than just a business, but an
world through creative informative resource.
demonstrations and allowing
buyers to participate.
• Info on eco-friendly paper options
• Recommendations on what types of
paper can be used for certain
situations.

5. the good part: social media
DM target social media tools in rank of importance:
• -Facebook By “rank of importance” we mean
what social media sites Dunder-
• -Google Ads
Mifflin is hoping to build their
• -Twitter audience by.
• -Website blog Of course they could always
• -LinkedIn advertise on business sites, but in
• -Email updates if signed up for order to pull the buyers in, we must
promote the company on better
• -Continue to use weekly newsletters
known sites.
We want EVERYBODY to be a customer, and we can come as close as possible.

6. tracking and
updating
We will track visitors and target our main
audience through:
• Facebook page evaluation tool
• Google Analytics will be linked to our
main website and ordering page and
other sections of our website.
Will occur once or twice a week on
Facebook, Twitter, and the main
webpage.
• Whenever there is a sale,
• Weekly posting of buyer responses
• Promotions

7. • Increased likes to the Dunder-
Mifflin Facebook page
goals • 100,000 new views to the
website within 5 months at
least
• buyer responses increased on
the website
• 400 more connections on
LinkedIn within 5 months at
least
We want to build a decent-sized community.

8. the
competition • Staples
• Office Max
Dunder-Mifflin Infinity • Other online supply websites
will be more organized
and improved. Dunder-Mifflin will expand
to be a supplier of many
It will be easy to answer big brand name
questions from buyers suppliers, as well as small
via the website. businesses.
Once in a while the Facebook
page will give a poll or ask a
question regarding paper usage
or printer help.

9. THE BIG Prices may be slightly more at first, until
PLAN the ROI pick up.
The personal customer service will always
{BUDGET} outweigh those of competitors.
Google Ads Twitter
• An important investment for small • Will tweet weekly
businesses promotions and
• Easy bidding options, and DM will shortened links to our
optimize key words for searches. other pages such as
• Advertise for both paper and Facebook and Infinity.
printers, as well as services.
LinkedIn
Facebook • Establish a corporate
According to credible internet marketing sites it page.
would probably be good to start at about $5,000 • Use it to communicate
per month for Facebook marketing, on top of what with clients and
is already spent for newsletters, etc. suppliers
• For recruits.

10. DUNDER-
MIFFLIN
SABRE
“Paper Plane”
One way we hope to make Dunder-Mifflin
Final note on social media:
Sabre stand out from the competition is to
create its very own app.
In the beginning, the social
media will be done in
We will call it Paper Plane, and it will be a house, and eventually a
quick way to access our mobile store, track team of employees can be
competitors prices, and compare them to implemented in our
our own. We can even add a section for our expansion of media.
ecotips, which are again, eco-friendly ways
to use and reuse paper.
The cost of a mobile app is about $10,000
for a good (basic) database app. About
$750-$12,500 for a good design, and $99 a
month for Apple.