WWW.BobMarley.com

Spreading the Love:

Bob Marley Digital Strategy

It’s a Lifestyle Bobmarley.com has a lifestyle following

surrounding it

Peace, Love, Patience, Happiness

Fairness, equality, awareness

People who enjoy relaxing music or are very into music in general.

People who are into living a simple lifestyle, people who like to fight for a cause (peace)

Big Idea Brand may be associated with illicit

drugs like marijuana. Want to step away from that bias

Generate more brand awareness to a wider range of people.

Circulate the ideas that Bob Marley started his brand on to get people excited about the brand

Focus on a “Well-being” lifestyle

Campaign will run for 6 months, during warmer months (April-September)

Target Audience

Those who want peace, justice, and

equality

Those who are into practices like

yoga, tai chi, massage, acupuncture,

spirituality,

Acceptance, peace, love, and

happiness

Ages 13-30, all races, all genders

(mostly male)

Engaging the Lifestyle

Facebook, Twitter, Pinterest, Instagram

Social Media Engagement

Post engaging content on social media accounts that is relevant and important/exciting to the target audience

Posting and sharing news and new products to social media websites

Engaging with similar brands and sharing their content

Blog Creating a blog for

BobMarley.com will help

prospective customers

learn about the way of

life that the brand

represents

Having SEO for the blog

will also help drive

traffic to BobMarley.com

Social Media can point

followers in the direction

of the blog so that they

can receive more brand

insight

KPI: Key Performance Indicators

Social Media Engagement: Likes,

comments, shares, followers, etc.

Leads from blog to website

Sales performance month to month

Blog visits

Google Adwords and SEO

•Receive more traffic to the website and

potentially increase sales from the

increased website traffic

•Help gather market data, increase brand

awareness, and help draw in good leads

$960/day

Estimated:

117+ Clicks a day

4k Impressions

SEO:

Using keywords

Editing SEO titles for blog pages

Using good meta descriptions

Budget

Total Budget: $48,000/month

SEO: $4,800/month

Google AdWords: $28,800/month

Social Media Marketing: $7,200/month

Photography: $2,400/month