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Kellogg's Digital Strategy
- 2. Target Audience Men and Women ages 18-25 years old
- 3. The BIG Idea Launching a new social media campaign, revamping all of the current digital media Create the new Kellogg’s cereal contest Do you have what it takes? ????????
- 4. Key Performance Indicators Using Google Analytics to measure site ratings traffic etc. Goals Increase brand consumption of target audience by 30% over a year Find a successful winner of the contest
- 5. Tools and Tactics Instagram, Facebook, Twitter Blog Pay per click ads
- 6. How Will Social Media and Pay-Per Click Work? Facebook and twitter Gain consumer insight and have direct contact with our target audience Instagram Short 15 sec clips for advertisement Pay Per Click Optimized to target exactly what the consumer needs
- 7. Blogs Implement a new blogging team Generating relevant content Digital PR
- 8. Inbound Marketing Must enter your email to enter the site Providing coupons, free samples When final stage is reached: Consumer perks and rewards
- 9. Budget Component Time Cost Per Hour Total Costs Strategy 70 hours $250 $17,500 Planning 95 hours $250 $22,500 Paid Media Monthly: 12 months $3,000 per month $36,000 Pay Per Click Weekly: 52 weeks $100 per week $5,200 Management 50 hours $250 $12,500 Implementing 110 hours $250 $27,500 Execution 80 hours $250 $20,000 Reporting 90 hours $250 $22,500 Results Totals: 495 hours $131,300
- 10. Thank you for your time! • Incredible opportunities for the brand to grow
Editor's Notes
- Kellogg’s main target audience = children 8-11 Also target middle aged adults Leaves a gap
- Contest rules: consumers ages 18 and older can enter looking for 1 winner to create the new flavor for a brand new cereal brand launching at the end of the year top 3 entries chosen by kellogs, winner chosen by public Winner : gets name on cereal box, and a $10,000 cash prize.
- Every 4 months are a benchmark, consumption needs to rise 10% by each benchmark
- Social media: demographic group is usually on the go, has a digital device in hand
- Instagram: short video advertising will be beneficial for not losing viewer interest much more effective than minute long videos Pay per click optimized to target exactly what our consumer is looking for, only pay for what they see.
- Currently has a blogging team, additional team will be added to directly target target audience. generate content relevant to their needs and want and achieve a better reach. Digital PR allows us to share news that is good bad and indifferent, gives them optimized content and keep them up to date
- Currently, anyone can access the full web content on Kellogg’s main site Must give contact info Once contact info is received, important to move them through the process of “strangers” to avid buyers of brand. Free products, options for mail sign up etc. When they have reached the final stage, continue to delight them with consumer perks and offer rewards for being brand loyal
- Extensive research Hourly work at $250 per hour, some content is paid monthly or weekly depending on its specifications. Total estimated budget = $131,300 for 495 hours of work, 12 months of paid media, and 52 weeks of pay per click ads.
- . In today’s world, digital media is everything. And utilizing it in every way possible is the best way to grow a bigger better brand. Kellogg’s brand will sure to grow through the creation of a new cereal that wasn’t developed by the employees of the company