The document provides a digital PR strategy for a natural and organic supermarket. It identifies the target audience as natural and organic food shoppers. The challenges are to improve daily digital reach and engagement. The goals are to optimize search engine marketing, join social media and blogger communities, implement location-based check-ins, partner with video channels, and measure effectiveness. The timeline focuses efforts on holiday seasons with a $2 million budget.

1. Creating A Natural and
Healthy Digital PR Strategy
By Yao Lu

2. Client
Analysis
Business Segment:
Natural and Organic supermarket
Target Audience:
Natural and organic foods and
gourmet shoppers

3. Challenges &
Goals
Improve Digital PR
and Reach Target
Market on a Daily
Base

4. Reach the Social Media
Community

5. Optimize
Search
Engine
Marketing
Use more detailed and specific
KEYWORDS to reach potential
consumers and lead them to a landing
page where buying process is
convenient to access.

6. Join the table:
Share the Food,
Talk, and
Establish
Relationships
Reaching the food blogger
community means getting more
opportunities to create buzz and
generate awareness.

7. Locate
the Local
Service and Let
Consumers
Check-
In!
Implement foursquare
and Gowalla and other
location based services to
reach local consumers and
drive the traffic to local
stores.

8. Connect With
The most popular cooking videos
The Cooking
Channel can have 36,712 viewers
Community in one day. Connect with the
video channels and make your
and Introduce brand known through their
the BRAND power!

9. Measure
Effectiveness
Use Google Alerts to
monitor the traffics to
Whole Foods websites and
other social networking
pages.

10. Budget & Timeline
• Holiday seasons have more traffics to the
websites for cooking recipes and product
purchases.
• $ 2 millions on SEO, Blogger Outreach and
Location Based Services.