This document outlines a proposed digital and social media strategy to promote Joe Biden's 2020 presidential campaign. The strategy targets liberals and Democrats aged 35-64 in California with a budget of $500,000 from January to September 2020. Elements of the strategy include developing a new slogan and hashtag, optimizing Biden's website, creating content for social media platforms, and launching advertising campaigns on Facebook, Google Display, and Twitter to raise awareness and drive donations. Micro-influencers would also be engaged to promote donations. The estimated results of the campaigns include millions of impressions and tens of thousands of conversions.

2. DigitaleyeS
https://www.linkedin.com/in/paraskevi-gkova/ https://www.linkedin.com/in/cassiechalkidi/ https://www.linkedin.com/in/maria-tsiampa-005361157/ https://www.linkedin.com/in/stellaveloudiou/
https://www.linkedin.com/in/maria-karapanagioti-b672b841/ https://www.linkedin.com/in/evangelia-argiantzi-752865188/ https://www.linkedin.com/in/silia-bozika-a8b363181/ https://www.linkedin.com/in/gaston-santzakou/
Evi Gkova Cassie Chalkidi Maro Tsiampa
Stella Veloudiou
Maria Karapanagioti
Evangelia Argiantzi Silia Bozika
Our team
Gaston Santzakou

3. Brief
Joe Biden Target audience
Male / Female 35-64
California , USA
Liberals, Democrats
Marketing objectives
Awareness
Conversions (Donations)
Bugdet
500.000$ for January 2020 to September 2020

4. Digital & Social Media Strategy
Slogan : Our best days still lie ahead
Tone of voice : Friendly
New hashtag creation #youstillmatterthenextday

5. Comparison to Donald J. Trump
• Donald Trump has 6M visitors to his web site vs to 1.1M to Joe Biden
• Donald Trump visitors come primarily Direct and Search
• Donald Trump runs Display ads and Joe Biden not yet

6. Web Site
• New layout for the web site
Counter days people donations
Insert a bot for answering to questions
Internal blog creation

7. Marketing Objective : Awareness
Content Marketing
Audio podcast
Article for Publisher

8. Marketing Objective : Awareness
Social Media Marketing ( organic )
Facebook post
Social Listening
Youtube Video
Biden plan for the rebuilding of middle class.
Everyone deserve a fair shot no matter
where he comes from
#joe2020 #youstillmatterthenextday
Support Joe https://bit.ly/2MDeEyO

9. Google ads Display Facebook sponsored post
Marketing Objective : Awareness
Advertising Campaigns

10. Marketing Objective : Conversions
Advertising Campaigns
Facebook sponsored post Instagram Sponsored Story

11. Marketing Objective : Conversions
Influencers Marketing
micro - influencer : blog post + link στο donation page / twitter: 1500€ per post
Donating is caring! We donate for
us! Our best days still lie ahead!
#youstillmatterthenextday
Sample post for the Influencer’s Facebook

12. Astroturfing tactic
• 10 personas
5 males & 5 females
 2 environment specialists
 2 education specialists
 2 lawyers
 2 with equality interests

13. Advertising Campaigns
Estimated Results
Awareness
Facebook ads
Duration : 8 months
Total Budget : 50.000$
Estimated Reach : 4.164.000
Display Google ads
Duration : 7 months
Total Budget : 12.000$
Estimated Impressions : 16.800.000
Twitter ads
Duration : 7 months
Total Budget : 30.500$
Estimated Impressions : 5.083.000

14. Advertising Campaigns
Estimated Results
Conversions
Facebook Ads
Duration : 7 months
Total Budget : 20.000$
Estimated Conversions : 35.600
Google Search Ads
Duration : 7 months
Total Budget : 11.000$
Estimated clicks : 5.500
Twitter ads
Duration : 6 months
Total Budget : 35.000$
Estimated clicks : 10.000

15. 92000
358500
49900
Total production costs Total campaigns spending Total management fees
Budget Spending
Total production cost 92.000$
Total Campaign Spending 358.500$
Total Management fees 49.900$
Awareness
Estimated Reach from Facebook 4.164.000
Estimated Impressions from Google Display 16.800.000
Estimated Impressions from Twitter 5.083.000
Conversions
Estimated Conversions from Facebook 35.600
Estimated clicks from Google Search 5.500
Estimated clicks from Twitter 10.000

16. Thank you!