The document outlines a digital strategy for Patagonia that includes refining social media, website analytics, SEO, search advertising, display advertising, email marketing, content strategy, and mobile optimization. Key recommendations include paid social campaigns, tracking more website metrics, improving organic search results, implementing search and display ads, an email campaign for subscribers and abandoned carts, opinion pieces and user-generated content on the blog, and more imagery on the mobile site. The strategy aims to resonate with Patagonia's target audience and drive online sales.

1. PATAGONIA DIGITAL STRATEGY
ALEX CACIOPPO

2. TARGET AUDIENCE AND PERSONA
• BROAD TARGET AUDIENCE
• MESSAGING THAT RESONATES WITH MANY
• 18+, MEN AND WOMEN
• POSITIONING: FOR THE PEOPLE, AND THE EARTH
• OUR BRAND PERSONA OUTLINES OUR IDEAL
CUSTOMER, MOST LIKELY TO IDENTIFY WITH OUR
BRAND MESSAGING

3. SOCIAL MEDIA
• PATAGONIA’S SOCIAL STRATEGY NEEDS REFINING AND OPTIMIZATION TO RESONATE WITH OUR TARGET
AUDIENCE IN THE MOST EFFECTIVE AND EFFICIENT WAYS
• PAID CAMPAIGNS ON FACEBOOK, INSTAGRAM, PINTEREST, AND YOUTUBE. ON TWITTER, WE WILL RELY ON
OUR ORGANIC FOLLOWING TO COMMUNICATE WITH CUSTOMERS.
• INSTAGRAM: PAID CAMPAIGN WITH PHOTOS/VIDEOS OF OUR PATAGONIA BRAND AMBASSADORS WEARING
TAGGED PATAGONIA GEAR PARTICIPATING IN OUTDOOR SPORTS AND EXPLORATION. $2,000 PER MONTH
• PINTEREST: PROMOTED PINS TARGETED TO THOSE WHO HAVE SEARCHED FOR OUTDOOR CLOTHES,
SHOWCASING TOP PATAGONIA GEAR AND LINKING TO THE ‘SHOP’ SECTION OF THE WEBSITE. $1,000 PER
MONTH
• FACEBOOK : PAID CAMPAIGN IN TWO FORMATS: PROMOTED POSTS AND PAGE LIKES. $5,000 PER MONTH
• YOUTUBE: ADS SHOWING BEAUTIFULLY PRODUCED TRAILERS FOR PATAGONIA FILMS, ALLOWING USERS TO
FOLLOW A LINK TO THE ‘SHOP’ SECTION OF THE WEBSITE. $2,000 PER MONTH
• MEASUREMENT: CTR, IMPRESSIONS, CONVERSIONS, TIME SPEND ON SITE AFTER CLICKING AD, EVENT TRACKING
• WE WILL ALSO REFINE PATAGONIA’S ORGANIC SOCIAL MEDIA STRATEGY TO FOCUS MORE ON ENGAGEMENT
AND GIVING THE BRAND A SASSY, WITTY, ENTERTAINING PERSONALITY

4. WEBSITE
• PATAGONIA’S DESKTOP WEBSITE DOES A GREAT JOB OF GRABBING THE ATTENTION AND
INTEREST OF ITS AUDIENCE. HOWEVER, THE WAY WE MEASURE ITS SUCCESS NEEDS REFINING
• KPI’S AND TRACKING : BOUNCE RATE FOR ALL PAGES WITHIN THE SITE, VISITORS AND UNIQUE
VISITORS TO ‘SHOP’ SECTION, TIME SPENT ON THE SITE, NUMBER OF PAGES VISITED, EMAIL LIST
SUBSCRIPTIONS, VISITORS, UNIQUE VISITORS, TIME SPENT, PAGES VISITED, AND SOURCES FOR
PATAGONIA'S BLOG, "THE CLEANEST LINE" , AS WELL AS THE ACTIVISM SITE, PATAGONIA
ACTION WORKS , CONVERSIONS FOR PATAGONIA ACTION WORKS (LOCATION ENTRY,
SPECIFIC CAUSE, PAGES VISITED, AND TIME SPENT, AS WELL AS DONATIONS MADE), TOP
PERFORMING LANDING PAGES, MOST COMMON EXIT PAGES, SALES CONVERSIONS, SOURCES,
AND PATHS, AND CLICKS ON SOCIAL MEDIA LINKS

5. SEARCH ENGINE OPTIMIZATION
• PATAGONIA NEEDS WORK ON ORGANIC SEARCH RESULTS TO CAPITALIZE ON PEOPLE
SEARCHING FOR OUTDOOR GEAR, AND BETTER COMPETE WITH LL BEAN, NORTH FACE, AND
OTHERS, WHILE INCREASING DIRECT TO CONSUMER SALES.
• NEED TO INCLUDE PHRASES LIKE ”OUTDOOR GEAR”, “OUTDOOR SPORTS GEAR”, AND
”OUTDOOR EQUIPMENT” TO IMPROVE OUR GOOGLE PAGE RANK FOR ORGANIC RESULTS
WHEN WE DON’T WIN THE ADWORDS AUCTION FOR OUR PAID SEARCH CAMPAIGN TO COME
UP

6. SEARCH ENGINE ADVERTISING
• WE RECOMMEND A GOOGLE SEARCH CAMPAIGN
• KEYWORDS: "OUTDOOR GEAR", "FLEECE JACKETS", "CLIMBING", "FISHING", "OUTDOOR
SPORTS GEAR", "OUTDOOR CLOTHING STORES", "PULLOVERS", "MEN'S JACKETS", "WOMEN'S
JACKETS", "SNOW SPORTS GEAR", "MEN'S VESTS", "WOMEN'S VESTS", "CASUAL OUTDOOR
WEAR", AND "ENVIRONMENTALLY FRIENDLY BRANDS"
• $10,000 A MONTH FOR EACH AD GROUP, USING A CPC PRICING MODEL BECAUSE WE ARE
AIMING TO SPARK CLICKS AND IN TURN, PURCHASE INTENT.

7. ONLINE ADVERTISING
• WE RECOMMEND A DISPLAY ADVERTISING CAMPAIGN USING THE GOOGLE DISPLAY NETWORK
• TARGETED TO WEBSITES RELATING TO CLIMBING, FISHING, SNOWBOARDING, AND OTHER OUTDOOR ACTIVITIES
• BECAUSE OF PATAGONIA'S ENVIRONMENTAL/POLITICAL ACTIVISM, DISPLAY ADS SHOULD BE PLACED ON
POPULAR NEWS SITES THAT POST STORIES RELEVANT TO PEOPLE WHO ARE LIKELY TO IDENTIFY WITH PATAGONIA'S
VALUES OR WEAR PATAGONIA. (NEW YORK TIMES, HUFFINGTON POST, CNN, ETC.).
• EXCLUDE THOSE WITH A HOUSEHOLD INCOME OF LESS THAN $50,000 BECAUSE THESE PEOPLE ARE LESS LIKELY
TO SPARK CONVERSIONS FROM OUR DISPLAY CAMPAIGN.
• WITH WINTER COMING UP, WE WILL PROMOTE JACKETS, SWEATERS, AND FLEECES TO ALL AUDIENCES. THE
IMAGERY WILL CONTAIN PICTURES OF PATAGONIA PRODUCTS.
• $10,000 A MONTH

8. INBOUND
• WE WILL IMPLEMENT AN EMAIL CAMPAIGN TO ATTRACT CUSTOMERS WHO WILLINGLY SUBSCRIBE
• CONTENT WILL RANGE FROM ENVIRONMENTAL ISSUES AND PATAGONIA’S EFFORTS TO FIGHT THEM, TO
SHOWCASING OUR INNOVATION AND PRODUCT OFFERINGS
• WE WILL NOT ONLY ATTRACT CUSTOMERS WITH THIS CAMPAIGN, BUT ALSO TO EDUCATE AND EMPOWER THEM
TO MAKE A DIFFERENCE, ALL THE WHILE GAINING BRAND LOYALTY TO PATAGONIA
• WE WILL ALSO HAVE AN ELECTRONIC DIRECT MESSAGE CAMPAIGN FOR WEBSITE VISITORS WHO EXITED WITH AN
ITEM IN THEIR CART
• THEY WILL GET AN EMAIL REMINDING THEM THAT THEY HAVE ITEMS IN THEIR CART, AND DISPLAYING PRODUCTS
SIMILAR TO THE ONES THEY HAVE PLACED IN THEIR CART.
• WE WILL TRACK THE SUCCESS OF THIS EMAIL CAMPAIGN BY CLICKS TO THE LINK, AND THEN WE WILL USE
CONVERSION TRACKING TO DETERMINE THE ACTUAL ROI OF THE EMAIL CAMPAIGN.

9. CONTENT STRATEGY
• ON PATAGONIA’S GREAT BLOG , WE WILL OFFER
• CONTINUED USER GENERATED STORIES OF EXPLORATION, BEAUTY, AND INTERPERSONAL CONNECTION BY PATAGONIA
CUSTOMERS. THIS WILL INSPIRE READERS TO GO ON JOURNEYS OF THEIR OWN, BUT TO DO THAT, THEY WILL NEED TO GET
THE RIGHT GEAR FIRST. EXAMPLE: "HOW MY 2-WEEK JOURNEY IN THE MOUNTAINS WITH MY DAD CHANGED MY LIFE”
• OPINION PIECES ON ENVIRONMENTAL ISSUES AND THE POLITICS OF THEM. LET THE AUDIENCE FEEL LIKE IDEAS CAN BE
FREELY EXPRESSED ON THE BLOG WITHOUT BEING DEEMED "TOO POLITICAL" EXAMPLE: "WHY THE GOVERNMENT DOESN'T
CARE ABOUT THE ENVIRONMENT”
• WE WILL TRACK THE IMPRESSIONS AND CTR OF ALL OF OUR CONTENT OFFERINGS. IF SOMETHING IS NOT PERFORMING,
OR THE ROI IS NEGATIVE, WE WILL CHANGE OUR STRATEGY ACCORDINGLY.
• ON THE PATAGONIA SITE AND SOCIAL MEDIA, WE WILL LAUNCH A NEW CONTENT OFFERING. THIS WILL BE A NEW SERIES
OF USER UPLOADED NATURE PHOTOS AND VIDEOS, AND THE ONE WITH THE MOST LIKES WILL WIN A PRIZE OF FREE
PATAGONIA GEAR. THE CONTENT WILL BE MANAGED DAILY BY OUR SOCIAL MEDIA TEAM FOR THE BEST USER
EXPERIENCE. USERS WILL ASSOCIATE THIS BEAUTIFUL CONTENT AND COMMUNITY ENGAGEMENT WITH THE PATAGONIA
BRAND.
• PATAGONIA WILL HIRE A PERSONALITY (FUNNY, SMART, AND YOUNG), A FACE FOR THE BRAND, THAT TRAVELS AROUND
THE WORLD EXPLORING ITS BEAUTY, AND POSTING PHOTOS AND SHORT VIDEOS ON SOCIAL MEDIA, SOME PROMOTED,
SOME ORGANIC, THAT ASSOCIATE EXPLORATION, BEAUTY, AND COMFORT WITH THE PATAGONIA BRAND.

10. MOBILE
• WHEN YOU SEARCH "PATAGONIA" ON GOOGLE ON MOBILE, A SPONSORED SHOPPING
SECTION COMES UP, ALLOWING USERS TO SWIPE HORIZONTALLY THROUGH A VARIETY OF
PATAGONIA PRODUCTS. THIS IS VERY USER-FRIENDLY AND LIKELY TO SPARK E-COMMERCE
TRANSACTIONS.
• BECAUSE OF THE SMALL AVAILABLE SPACE ON MOBILE, PATAGONIA CURRENTLY HOLDS BACK
ON THE BEAUTIFUL NATURE IMAGERY IN THEIR WEBSITE TO MAKE SPACE FOR USER-FRIENDLY SITE
LINKS. I WOULD WORK IN MORE IMAGERY TO THE MOBILE SITE, TO IMPROVE THE ENTIRE USER
EXPERIENCE, AND NOT JUST USABILITY.