ADV 420 - Final Presentation
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Transcript of ADV 420 - Final Presentation
Alexandra CaldwellNew Media Driver’s License
Fall 2015
KICKING IT UP A NOTCHA FULL DIGITIAL STRATEGY PLAN
Photo Credit: Frito-Lay
Target Audience – Any one with purchasing power Target Audience & BIG IDEA
Tactics:• Social Media• Search Engine Marketing• Mobile Strategy
Big Idea – RELATABILITY
Photo Credit: Frito-Lay
Lay’s will focus on three social media outlets: Social Media
Post Frequency:
Post at least 1 time per day
Post at least 3 times per day
Post at least 1 time per week
Post a complementing photo to every second or third post!
Make the images and video content MORE RELATABLE
Social Media cont.
https://www.youtube.com/watch?v=-hzbsdhpj18GIF created using GIPHY
CROSS-MEDIA COLLABORATION
Photo Credit: PhotoPin
A large audience means the message must have wide appeal!
Social Media Advertising
Facebook Promoted Posts Facebook Page Likes
Number of users viewing Lay’s content
Twitter ‘Click to Engage’Twitter ‘Click to Follow’
YouTube Pre-Roll Advertising Photo credit: Facebook, Twitter, YouTube, Pinterest, Linkedin
Keywords: Potato ChipsKettle Cooked ChipsPotato Chips BakedPotato Chips SnackSnack Chips
Search Engine Marketing
Lay’s Kettle Cooked Chipsfritolay.com/lays-kettle-cooked/So many flavors to choose fromPick up your bag today!
Since exposure to the message is key, SEM is less important to my plan
EXAMPLE:
Since the ultimate goal of this campaign is to sell chips, I would steer clear of creating a mobile app.
Mobile Strategy
Photo credit: Frito-Lay
To Do:• Make the website more responsive • Focus more on the website (menus,
features, etc.), and less on the pictures of chips
Website
Tablet
Smartphones
Mobile Strategy
The ‘Find a Store’ function on the website needs a few major improvements• Larger Map• More space to scroll through
store information• Make better use of white
space
BudgetFrito-Lay’s annual sales:
$11.7 billion20% of annual sales for marketing
However…
and more…
Lay’s brand marketing budget – $3 million
I would spend the majority of the budget on social media and social media advertising.
I would spend the least amount of money on SEM.
Thank you!
Connect with me! • Twitter: @allycaldwell_• Linkedin/in/alexandrascaldwell