A marketing proposal to increase social media traffic and increase customer in San Diego, California, for Boxed.

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MARKETING PROPOSALPresented By:
Andrew Gamboa | Elizabeth Charles | Jennifer Taylor | Michael Skrobarczyk | Mike McPhillips
#BOXEDBreak
saved

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Agenda
I. Company Introduction
II. Situation Analysis
III. SWOT Analysis
IV. Competitive Analysis
V. Campaign Overview
VI. Target Market (with personas)
VII. Marketing Strategy
VIII. Social Media Zones
IX. Experience Strategy (with
Creative Examples)
X. Media Plan (with Timeline)
XI. Media Channel Strategy
XII. Budget
XIII. Measurement

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COMPANY Introduction
FOUNDED: 2013 | HEADQUARTERS: New York, New York
 BUSINESS MODEL: Purchase goods direct from manufacturers & distribute to consumers at cheap price
 VALUE PROPOSITION: Boxed delivers convenience & time savings with FREE 2-day shipping over $49
 Boxed has four distribution centers located across the U.S. to accommodate fast delivery
 NJ, NV, GA, and TX4
 Online competitors require membership fees
 Boxed identified four markets to grow:
 Washington, D.C./Virginia/Maryland, San Diego, CA, Charlotte, NC, and Raleigh, NC.

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SITUATION
ANALYSIS:
Warehouse
Clubs
Industry
 Considerable value advantage 14
 Industry sales growing to nearly $200B within 5 years
 INDUSTRY LEADERS6
 Sam’s Club
 Costco Corporation
 Amazon
 PROFITIBAILITY CONTRIBUTORS: Volume sales,
purchasing power, and efficient distribution systems.14
 PRIVATE LABELS: nearly 20% of sales, or $28B;
expected to grow to 25% of total sales by 2022.14
 Reducing the product offering increases purchasing
power and decreases supply chain expenses.14
 MATURE LIFE CYCLE STAGE: high barriers to entry,
healthy competition, and low capital intensity.13
 Grocery sales make up most of the sales, at 40.8%13

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SITUATION
ANALYSIS:
Company
BOXED is an online wholesaler
 Bulk household goods
 Free shipping on orders greater than $49
 No membership requirement
 BOXEDUP
 FREE Shipping on ALL Orders
 2% Cash Back
 Social Media Following
 Facebook: over 266,000 followers5
 Instagram: over 55,000 followers6
 Twitter: over 25,000 followers7
 Wants to grow in San Diego, CA market
 Median age: 34.58
 People who are 20-39 years old account for
approximately 35% of San Diego’s population,
equating to almost 500,000 people.8

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Strengths Weaknesses
 Competitive pricing
 Low overhead
 No membership fee required.4
 Most orders have two-day shipping.4
 Free shipping for orders over $494
 Time saver; shopping list created and reminders are sent12
 Four distributions centers strategically located across the
country4
 Majority of customer complaints related to shipping delays,
missing, broken, or nearly expired items5
 Does not have the advertising and buying power and name
recognition that other online wholesalers have12
 Smaller number of followers on social media platforms
 Missing opportunities due to poor demand forecasting12
 Not investing enough in research and development12
Opportunities Threats
 Customer loyalty program to attract and maintain customers
 Social media advertising, focusing on busy millennial working
mothers and professionals
 A possible partnership with a large grocery chain to increase
buying power, advertising, and distribution
 Increased disposable income provides opportunity for more
sales12
 Transportation costs are decreasing, which increases
profitability12
 Use data analytics gathered from online platform to learn
customer demands and trends12
 Competitive, mature market13
 Amazon and its partnership with Whole Foods Market
 Costco Wholesale Corp. with brick/mortar stores, including
several in the San Diego area
 Sam’s Club, with its lean buying power and competitive pricing
 Rising costs of raw materials could shrink profitability
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SWOT Analysis

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Amazon17
Headquarters: Seattle, WA
Annual Revenue: $56.6b
Membership: $59-99/year
Strengths
 Exceptional logistics &
distribution systems
 Leverages IT to stay ahead
of the competition
 Globally recognized
Weaknesses
 Free shipping could shrink
margins
 Operates at a low margin,
limiting profitability
 Losing sight of core
competencies
Costco Wholesale9
Headquarters: Issaquah, WA
Annual Revenue: $138.4b
Membership: $60-120/year
Strengths
 Its purchasing power
passes savings to
customers
 Globally recognized
 Brand loyalty
Weaknesses
 Other competitors advertise
more aggressively
 Limited choices in products
 Membership-only business
Sam’s Club18
Headquarters: Bentonville, AK
Annual Revenue: $59b
Membership: $45-100/year
Strengths
 Streamlined supply chain and
reliable suppliers
 Process automation allows
company to adjust to demand
 Superior customer relations
Weaknesses
 Higher attrition rate
 Needs more accurate system
for demand forecasting
 Gaps in product assortment
put at risk to lose market share
COMPETITIVE
Analysis

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CAMPAIGN Overview
BUDGET: $250,000; ≤$75,000 to nondigital | DURATION: 12 Wks. (‘19 Q1)
 OBJECTIVE: Increase social media traffic and increase number of customers in San Diego
 TARGET AUDIENCE:
 Affluent women ages 20-39 who are busy mothers living in the San Diego area
 Annual household income >$100,000
 METRICS: Add 25,000 | Reach 15,000 | Reach 100,000 | Reach 500 Word of Mouth
 BIG IDEA:
 Take a #BOXEDBreak: Boxed saves you time with efficient ordering and fast delivery
Followers Shares Entries Recommendations

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TARGET MARKET Facts
 Millennial moms use various devices (usually have 3.4
social accounts)19
 83% shop online for value pricing19
 62% shop online because of fast shipping options 19
 48% say that social media was a key influence when
buying a product or service 19
 74% of millennial moms “trust sources such as mom
blogs and online communities more than brand ads
when it comes to gathering product information” 19
 90% write about their purchases on social media 19
 They spend 17.4 hours per week on social media 19

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CUSTOMERPersona#1

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CUSTOMERPersona#2

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Strategy
 Use social media platforms
to drive awareness.
 Socially created content
marketing.
 Encourage first time
conversions
 Create demand for in home
purchases vs. going to big
box stores
Objectives
 Increase presence on SM
platforms
 Post daily relevant content
 Provide content that is
valuable to personas
 Invite users to try product
for the first time
 Invite customers to buy
small and large amounts of
product
Tactics
 User recommendations
 Respond to posts in 30 min.
 Use paid SM ads and
influencers
 Develop value based content
from users
 Offer personalized
promotions
 Influencer initiatives
MARKETING
Strategy

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SOCIAL Community
▪ Create an ongoing conversation
▪ Post content about savings of time
offered to customers
VEHICLES USED:
▪ Facebook
▪ Instagram
SOCIAL Publishing
▪ Create content about app download
and BoxedUp subscription
▪ Encourage user-generated content
VEHICLES USED:
▪ Blogs
▪ Influencers
SOCIAL MEDIA
Zones

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EXPERIENCE Strategy
PHOTO CONTEST:
 4 weeks in January 2019
 Nominate a mom who deserves a #MomBOXEDBreak on
Instagram OR Facebook by sharing a photo of what she would do
with the free time
 Examples: Stocking Pantry, Spending time w/kids, DIY crafts (See
EX1: SM Posts)
 Entry to the contest will be through social media interaction via
like, share, and comment on Instagram and Facebook
MAILER TO SAN DIEGO RESIDENTS ONLY:
 Coupon code SDBOXEDBreak for $15 off order of $60 or more to
customers living in affluent neighborhoods in San Diego and extra
chance to win with App Download (See EX2: Mailer)
PRIZES:
 1st PLACE: 5-yr membership to BoxedUp+$1,000 BOXED Order credit
 2nd PLACE: $500 BOXED Order credit
 3rd PLACE: $250 BOXED Order credit
EX2: Mailer

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EXPERIENCE Strategy
PHOTO CONTEST:
 4 weeks in February/March 2019
 Customers submit a photo on Instagram OR Facebook of how
they are spending their #BOXEDBreak free time
 Examples: Spending time with friends, volunteer in community, go
to the beach (See EX3: SM Posts)
 Entry to the contest will be through social media interaction via
like, share, and comment on Instagram and Facebook
MAILER TO SAN DIEGO RESIDENTS ONLY:
 Send mailer with coupon code SDBOXEDBreak for $15 off order
of $60 or more to customers living in affluent neighborhoods in
San Diego (See EX4: Mailer)
PRIZES:
 1st PLACE: 5-yr membership to BoxedUp+$1,000 BOXED Order credit
 2nd PLACE: $500 BOXED Order credit
 3rd PLACE: $250 BOXED Order credit
EX4: Mailer

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MEDIA PLAN with Timeline
This media plan includes utilizing mailers, Prince & Spring samples that will be given out at the New Children’s Museum every weekend in the
month of February, Facebook, Instagram, millennial mom influencer Kristin Helms, La Jolla Mom Blogger, and San Diego Mom’s Blog.

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MEDIA CHANNEL Strategy
Blog Content
 Partner with native San
Diego bloggers
 They’ll provide content
relevant to affluent
millennial moms
 Blog about Tips and
How BOXED Saves
them time
 La Jolla Mom1
 REACH: 74,775
 San Diego Mom’s Blog2
 REACH: 14,865
Endorsement15-16
 Kristen Helms: mom,
author, founder of Mom
Tribe SD
 REACH: 11,700
 Will post content and
videos of them opening
up their Boxed order on
Instagram and Facebook
 Use Hashtag
#BOXEDBreak
3, 20

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The overall budget for the marketing plan includes non-digital marketing costs
and digital marketing costs as well as the cost to have someone manage our
Facebook and Instagram posts.
$37,951.20 Cost to send out 27,000 mailers over the 3-month period
$3,501.80 Cost to hand out samples at New Children’s Museum (Every Sat. in Feb.)
$87,200 Cost for Facebook advertisements
$2,000 Cost for Facebook winner prizes
$87,200 Cost for Instagram advertisements
$2,000 Cost for Instagram winner prizes
$1,800 Cost for Kristin Helms post a total of 24 times at $75/each
$18,000 La Jolla Mom Blogger post 36 times at $500 per post
$9,600 San Diego Mom Blog post 48 times at $200 per post
$747 Socialbakers Management of FB & Insta accts; custom URL tracking
$250,000 TOTAL BUDGET ALLOCATED FOR #BOXEDBreak CAMPAIGN
BUDGET
Analysis

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Measurement
 Hire Socialbakers for ‘19Q1
#BOXEDBreak Campaign
 Traffic increase to
website
 New followers
 Number of shares
 Social interaction with
Boxed team
 Number of user
recommendations
 Number of promotional
entries
Followers Shares Entries Recommendations
METRICS: Add 25,000 | Reach 15,000 | Reach 100,000 | Reach 500 Word of Mouth

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REFERENCES
1. About La Jolla Mom. (n.d.). Retrieved from https://lajollamom.com/about/
2. About SDMB. (n.d.) Retrieved from https://sandiego.citymomsblog.com/about-us/
3. Aynsley, M. (2018, March 5). The best time to post on Instagram, Facebook, and Twitter [Blog post]. Retrieved from https://blog.hootsuite.com/best-time-to-post-on-facebook-twitter-Instagram/
4. Boxed. (n.d.). About us. Retrieved from https://www.boxed.com/about-us/
5. Boxed (n.d.-a). In Facebook [Fan page]. Retrieved November 19, 2018, from https://www.facebook.com/BoxedWholesale/?ref=br_rs
6. Boxed (n.d.-b). In Instagram [Fan page]. Retrieved November 19, 2018, from https://www.instagram.com/boxedwholesale/
7. Boxed (n.d.-c). In Twitter [Fan page]. Retrieved November 19, 2018, from https://twitter.com/BoxedWholesale
8. Census Reporter (2017). San Diego, CA. Retrieved from https://censusreporter.org/profiles/16000US0666000-san-diego-ca/
9. Dalavagas, I. (2015, February 9). SWOT analysis: Costco Wholesale Corporation. Retrieved from
http://www.valueline.com/Stocks/Highlights/SWOT_Analysis__Costco_Wholesale_Corporation.aspx#.W_Yr-eJRfb0
10. D&B Hoovers. (n.d.). Warehouse clubs & superstores industry insights from D&B Hoovers. Retrieved from http://www.hoovers.com/industry-facts.warehouse-clubs-superstores.1531.html
11. Edmondson, B. (2018, March 17). The best time to post on Facebook for maximum exposure. The balance small business. Retrieved from https://www.thebalancesmb.com/best-time-to-post-on-
facebook-for-maximum-exposure-2531470
12. Fern Fort University. (n.d.). Boxed Inc. SWOT analysis/matrix. Retrieved from http://fernfortuniversity.com/term-papers/swot/nyse/3385-box--inc-.php
13. IBISWorld. (2018, October 24). IBISWorld industry report 45291: warehouse clubs & supercenters in the US. Retrieved from www.ibisworld.com
14. Jackson, H. (2018, March 29). Why warehouse clubs aren’t facing an ‘apocalyptic’ decline. Retrieved from https://progressivegrocer.com/why-warehouse-clubs-arent-facing-apocalyptic-decline
15. Kristin Helms(n.d.). In Facebook [Fan page]. Retrieved November 21, 2018, from https://www.facebook.com/kristinhelmswriter/
16. Kristin Helms (n.d.). In Instagram [Fan page]. Retrieved November 21, 2018, from https://www.instagram.com/kristinhelms_writer/?hl=en
17. Management Study Guide. (n.d.) SWOT Analysis of Amazon. Retrieved from https://www.managementstudyguide.com/swot-analysis-of-amazon.htm
18. Sam’s Club SWOT Analysis, Competitors and USP. (n.d.). Retrieved from https://www.mbaskool.com/brandguide/lifestyle-and-retail/4967-sams-club.html
19. Skwintz. (2018, January 31). What do millennial moms want from brands today? [Blog post]. Retrieved from https://www.tryberesearch.com/blog/millennial-moms/
20. York, A. (2018, March 13). Best times to post on social media: 2018 industry research [Blog post]. Retrieved from https://sproutsocial.com/insights/best-time-to-post-on-social-media