Company BackgroundFounded in 1984 in Austin, Texas as PC’s

Unlimited

Core Business is Consumer based products Recently tapped into the Business Sector College and personal laptop orientated

Known for direct web based sales and low prices

Have not really used Social Media to there advantage YET!

Overview of Campaign

Tap into the Social Media market with an aggressive sales campaign

Leverage Dell’s ease of doing business via their web based direct sales model

To give current college students a break in laptop pricing (Lets face it, accidents happen) A way to pay the college student back for their efforts

in school and show there loyalty is important to Dell.

Tough economic times have increased the amount of time college students keep their laptops

Campaign Theme“Spring Into Action”

After having the same computer for 2-3 years, Dell wants to change things up a bit and put a “Spring’ in your step

Customized Dell Mininote (2.9 lbs)

40% off MSRP price when entering college ID

Target Market College Students Ages 17 – 25 Looking for first

laptop or looking to replace old laptop

Tools to Be UsedSocial Media

It is a new and effective way to market your products on the internet

Customers can be apart of conversations and be involved rather than being outsiders

Facebook Consumers can give feedback as well as enter

sweepstakes

Twitter “Tweets” from Dell using other usernames

Blogging Great way to receive information about products

Dell.com for ordering

Key ComponentsUsing social media tools to create interest in

promotions and campaign

New product offered at low price

Easy to order with quick delivery

Low budget, with high potential return rate

Keys to SuccessTime of campaign launch

During Spring – Summer when demand for student purchase increases

Making sure this is visiable to target market through different mediums of Social Media

Managing number of clicks per ad

Monitor online chatter about the ad and the product

Budget BreakdownLast year, Dell scaled back advertising budget

by $132 million, saving 14%.

Social media is a great way to boost buying without huge spending. Spend 35% of budget for advertising

Campaign TimelineMay 1st – Launch Campaign

This is important due to the demand for computers from potential college students and current students looking for something new

Special pricing will run the entirety of the campaign

June 1st – Campaign Completion

Thank you!Any Questions?