Schuler Books Digital StrategyCharlene DeCrease, ADV 420

With the constant progression of technology, it may seem like an impossible task for small businesses such as Schuler Books to keep up. If Schuler uses proper digital strategy, it will greatly benefit from the use of new technologies with several new opportunities. By engaging with their target audiences on new platforms, it will only help the business.

Sales target● Ages 18-45● Parents● Male or female

Target Audience

The Big Idea of the campaign is to increase sales.

I feel the big idea of the campaign is to get people aware that Schuler is a local bookstore. While e readers and similar items are growing in popularity, book sales have not dropped. Many consumers look to support local businesses, and by making them aware of Schuler’s it is more likely they will purchase things from them versus a larger competitor.

Big Idea

Social Media

•Currently using Facebook, Twitter, Instagram, FourSquare, Pinterest, Tumblr, and WordPress •Need to gain followers across all platforms •Hold social media related contests, once every other month •$500 budget per contest

Tools and Tactics

Mobile App

•Biggest gap in current digital marketing strategy – There is no smart phone app •An app would allow users to:

•A feed of all social media updates •Special promotions •Making easy and quick purchases •Advertise new products •Finding nearest Schuler Books locations

Tools and Tactics

Search Engine Marketing •Keywords: Schuler Book, Bookstore, book store, books, coffee, local bookstore,•Daily Estimates for keywords:

•0-50 clicks •75-1.2K impressions •.50-1.75 average position

Tools and Tactics

Utilize surround marketing opportunities

-MSU-LCC-Davenport-Calvin College -GRCC

Tools and Tactics

BudgetTotal = $5,020 per Month

Google AdWords $6,000 $8,000 Social Media and Blog Upkeep Misc. Events and Promotions $3,000

1 year of SEM = $54,7501 year of social media contests= $3,000Mobile App Mobile App = $2,500 Total = $60,2500

SEM $150 per day $300 x 365 = $54,750Social Media Contests $500 per contest, every other month 6 x $500 = $3,000

Testing the Theories

Increased sales is not the only indication of success; customer interaction, event attendance and internet analytics create a full picture of the effectiveness of our digital campaign. Success could also be measured by entries to bi-monthly social media contest.