Bob Marley Digital Strategy
Transcript of Bob Marley Digital Strategy
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WWW.BobMarley.com
Spreading the Love:
Bob Marley Digital Strategy
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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)
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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)
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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)
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Engaging the Lifestyle
Facebook, Twitter, Pinterest, Instagram
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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
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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
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KPI: Key Performance Indicators
Social Media Engagement: Likes,
comments, shares, followers, etc.
Leads from blog to website
Sales performance month to month
Blog visits
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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
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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