The document outlines a digital marketing strategy for ReThink that focuses on social media engagement and building brand awareness. It proposes using platforms like Facebook, Twitter, YouTube, Pinterest and Instagram to spread inspirational content and run campaigns like daily challenges. The goals are to convert users into customers, advocate for the brand, and increase funding. Analytics from the campaigns will be used to refine the strategy over its proposed 100 day period.

1. RETHINK
Digital
Marke3ng
Strategy

2. The
New
Level
of
Engagement…
Use
digital
engagement
as
a
service,
to
improve
the
lives
of
customers
and
prospects.
Goal:
Earn
gra3tude,
leading
to
devo3on.

3. Social
Engagement
Needs:
Litmus
Test
From the strategic planning phase,
ReThink social media strategy will
focus on Achievement and Esteem
needs of their target market, with
ripple effects on Connection and
Solutions.

4. Target
Audience
Professionals
Every
day
People
Companies

5. Objec>ves
Build
brand
awareness
and
influence
posi3ve
percep3on
of
the
brand
Convert
consumers
into
new
customers
and
customers
into
well-­‐informed
advocates
Increase
funding
(ROI)
for
ReThink
Build
Ease
of
Use,
Frequency
&
Efficiency
in
interac3ng
with
ReThink

6. Social
Media
Marke3ng
Develop
strategic
engagement
through
happiness
campaigns
to
build
brand
awareness,
posi3ve
brand
sen3ment,
and
brand
loyatly
through
Facebook,
TwiSer,
YouTube,
Pinterest,
and
Instagram.

7. Facebook
U3lize
inspira3onal
ideas
and
quotes
to
aSract
and
engage
fans
Empasize
visual
ideas
via
pictures,
memes,
and
videos
to
engage
Capitalize
on
social
aspect
of
Facebook
via
likes,
shares,
and
ads
to
grow
reach

8. Facebook
Tabs:
“Seeds
of
Happiness”
Users
can
sow
the
seeds
of
happiness
among
their
peer
circles
by
giving
happiness
seeds
to
selected
friends.
The
seeds
will
blossom
into
trees
that
contain
happiness
and
mo3va3onal
quotes
that
the
friends
can
then
post
on
their
page.
hSps://www.facebook.com/pages/Happiness-­‐To-­‐YOU-­‐My-­‐Friend/285227458199740?
id=285227458199740&sk=app_219103528104743

9. Facebook/Website
Interac3on:
ReThink
Challenges
Every
day
for
100
days
a
challenge
will
be
added
for
to
FB
for
fans
to
complete.
They
can
be
simple
ac3vi3es
such
as
smile
at
a
stranger
or
give
away
a
random
object
with
the
goal
of
inspiring
happiness
in
others.
Moreover,
they
could
include
Rethinking
an
object,
such
as
repurposing
a
paperclip.
Fans
can
then
share
their
experiences
on
the
tab
including
photos
and
videos
of
their
inven3ons.
Rethink
website
will
be
automated
to
allow
individuals
to
be
added
to
a
database
to
receive
updates
and
challengess
directly
to
their
emails
or
to
their
phones.

10. Facebook
Tabs:
Isle
O’
Happy
This
Facebook
tab
will
lead
to
ReThink’s
landing
page
website.
It
will
contain
simple
flash
ac3vi3es
that
inspire
happiness,
ingenuity,
and
change.
We
will
incorporate
games
like
marbles,
cricket
bowling.
Other
ac3vi3es
will
be
based
on
areas
such
as
engineering
and
science.

11. TwiEer
U 3 l i z e
T w i S e r
a s
a
newsfeed
to
promote
new
ways
of
thinking,
new
technologies,
etc.
to
grow
awareness
of
ReThink
and
increase
customers.

12. YouTube
Videos
can
be
high
def
videos,
such
as
mo3va3onal
videos
or
medita3onal
videos.
The
channel
can
also
contain
low
def
videos,
such
as
man
on
the
street
interviews
asking
about
various
topics,
or
videos
of
fans
comple3ng
various
ReThink
Challenges.
It
will
contain
tes3monials
from
companies
that
have
done
work
with
ReThink.
Finally,
it
will
be
a
place
to
warehouse
videos
of
ReThink
Seminars
and
Events.

13. Pinterest
/
Instagram
U3lize
the
visual
strength
of
Pinterest
and
Instagram
to
showcase
ReThink’s
philosophy.
For
example,
images
can
contain
everyday
objects
repurposed
or
mo3va3onal
memes.

14. Digital
PR
Increase
PR
with
public
by
developing
PR
strategies,
blog,
editorials
etc.
that
showcase
ReThink’s
work,
highlight
events,
and
promote
its
philosophy.

15. Digital
PR
Strategies
Event
Announcements
News
Features

16. Digital
PR
Strategies
Online
Outreach
E-­‐NewsleEers
Blogs
&
Online
Editorials

17. Video
Campaigns
Make
videos
of
guerilla
marke3ng
campaigns
to
place
on
social
media
touch
points
such
as
YouTube
and
Facebook
to
grow
viral
presence
of
ReThink.

18. Video
Strategies
Facebook
YouTube

19. Mobile
Campaigns
U3lize
mobile
technologies
to
increase
brand
awareness
and
connect
with
fans
via
mobile
adver3sing,
QR
codes,
and
SMS
campaigns.

20. Mobile
Strategies
Mobile
Ads
QR
Codes
Cross
promote
campaign
by
placing
ads
on
mobile
plajorms
SMS
Campaigns
U3lize
QR
codes
to
promote
touch
points
on
offline
print
materials
and
gather
analy3cs
Augmented
Reality
Ads
SMS
Campaigns
to
communicate
with
clients,
i.e.
mo3va3onal
quotes,
etc.
Blending
Print
with
Mobile
Technologies

21. Online
Adver3sing
Campaigns
Capitalize
on
online
adver3sing
mechanisms
such
as
key
word
searches
and
visual
ad
campaigns.
Search
Enginge
Marke3ng
Display
&
Editorial
Content
Ads
Interac3ve
Ads
Video
Ads

22. Online
Adver3sing
Budget
We estimate a budget of $30-$50USD per day for
100 days using a CPC of .15US. The maximum
budget will be split between Facebook, Twitter &
Youtube in the ratio of 2:1:1 respectively. We expect
the facebook to grow to approximately 6,000 – 8,000
over the 100 day period.