Schuler Books Digital Strategy

New Digital StrategyBy. Margaret Gosselin

April 12, 2014

Middle-age men and womenLive in areas where Schuler bookstores are locatedRegularly read for leisure purposes

Target Audience

Digital Strategy Objectives

1.Create awareness and/or generate trial

2.Create a significant online following

3.Generate product sales

MEASUREMENT

Campaign results will be measured through use of:Monitoring website trafficKeeping track of “likes” and shares on FacebookAdvanced Twitter Search, hashtags, follows and retweetsGoogle AlertsCheck-Ins on FoursquareIn-store and online salesGoogle Analytics

“This or That” Concept

Media Platforms:FacebookTwitterGoogle AlertsGoogle AdwordsGoogle AnalyticsFoursquare

1-year Budget is 170,000 and includes:Facebook cost-per-clickGoogle Analytics Premium PackageAgency Costs

SummaryTarget is middle-aged men and women in area of stores who readCampaign will create awareness and generate trialUse of social media vehicles including Facebook, Foursquare and TwitterCampaign will utilize Google Analytics tools in order to measure success in addition to salesCampaign’s overall cost will be $170,000