Digital Marketing Campaign: Weight Watchers


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Digital Marketing Campaign: Weight Watchers

  1. 1. New DigitalMarketingStrategy -2012By: CourtneySunstrum
  2. 2. ABOUT WEIGHT WATCHERS Founded in the 1960’s Weight Watchers does not tell you what you can or cant eat. We provide information, knowledge, tools and motivation to help you make the decisions that are right for you about nutrition and exercise. To provide motivation, mutual support, encouragement and instruction from our leaders, Weight Watchers organizes group meetings around the world . Helping you make the positive changes required to lose weight. Guiding you to make positive behavioral changes in your life . Inspiring you with our belief in your power to succeed . Motivating you every step of the way.
  3. 3. THE COMPETITORS J e n ny C r a i g  PR, T V, Other Media  Celebrity Representatives  Online, Print Advertisements N u t r i S y s tem  Image Library - Celebrity representatives - Individual before and after success stories - Logos, packaging & food imagery - Current online, broadcast and print advertisements E d i et s  Online Magazines & Newsletters  Co-branding and Sponsorships  Video and Content Partnerships  PR, T V and other Media  Ecommerce and Subscription  Affiliate Marketing
  4. 4. FIXING WHAT IS WRONG Weight Watchers currently sends out Emails to those that have signed up to received their emails/e -newsletters However, it is not currently easy for people to “Opt -Out” of these notices. Weight Watchers need to be following the CAN-SPAM act and make it possible for their users to opt out easily.
  5. 5. THE KEY FACTOR Re-Use slogan from 2010 “Decide to Lose Weight for the Last Time” on all advertisements for a cohesive strategy across all marketing campaigns.  This slogan is key: With pages such as Pinterest with inspiring quotes, this motto has soared and become very popular.  Also, mottos such as “2012 will be my last fat year” (Alternative word to “fat” could be used) could be used around the New Years Resolution Times. But still provides the same basis and goes along with this strategy.
  6. 6. PINTEREST Uploading WW recipes, tips, tricks, and ideas for their new Points Plus program As well as inspirational before and after stories. I’m thinking there would be several “re -pins” in WW’s future, and all of these pins, would link back to the Weight Watchers website Since WW encourages healthy fitness strategies combined with their eating habits, pinning fitness routines could also be beneficial.
  7. 7. MOBILE MARKETING Develop a “Meal Maker” app  The idea is that the user can select what ingredients they have on hand, and the WW app will incorporate those into a healthy meal with step by step instructions  It could also be helpful to include a barcode scanner into this app, so instead of selecting the ingredients, the user could easily just scan the barcode of their products.
  8. 8. WEIGHT WATCHERS WEBSITE Changes to be Made What’s wrong with it? More interactive  No interaction Use a picture that is more of target audience  Picture of kids & mom— Video on landing page? not relevant? Perhaps use Jennifer Hudson’s video  No Videos Make sure slogan is incorporated  Just wants you to sign Upload of Your Own WW up, no links for Stories information Contact Us forum: Email Submission Add a discussion forum
  9. 9. MEASURING SUCCESS For Pinterest Strategy  Repins, Likes, and Followers will make tracking success of the strategy quite simple For Mobile, Downloads of the new “Meal Maker” app will make tracking the success of that simple Pinterest will also increase the activity to the Weight Watchers website, so making the landing page more user friendly and interactive should only encourage traf fic to their website.
  10. 10. BUDGET ALLOCATION & TIMELINE Budget Allocation Mobile App Development-$150,000 Website Makeover-Budget:$15,000 - $30,000 Maintenace Allocation: $ 20 million {Jenny Craig spends $ 65 million on advertising total, so a fraction of WW budget should be spent on Digital Campaigns} Timeline: Everything we have included can be done everyday, of every year. By changing up the slogan during times such as New Years, it is still incorporating the same theme, just more specialized for that time.