Digital Marketing 4440 Live Case 1

Understanding Company

•  The Greater Baton Rouge Food Bank •  Non-profit organization dedicated to

feeding the hungry in Baton Rouge and surrounding areas

•  Provides opportunities for involvement through donations of time, food, and/or money

•  Current problem: •  Lack of awareness and participation from

large college student population in the community

Understanding Customers

•  College Students •  Generation Y – “Millennials” •  Ages 18 – 33

•  The “Digital Generation” •  80.4M Internet users (2012)

•  ~16.8 hours/week on the Internet

•  Go online for EVERYTHING •  Social, informational, financial, and educational purposes

•  Online Shopping Strategies •  Dominated by knowledge building and hedonic browsing

•  “Fauxsumerism” – always shopping, rarely buying

Not the “Me Generation”

•  Millennials are often portrayed in the media as inwardly focused and selfish

•  In reality, Millennials are generally: •  more socially conscious and philanthropic in their outlook

than previous generations

•  actively seeking to associate with people, businesses, and brands that share their values

•  largely influenced by peer groups

•  using the Internet to find service opportunities

Our Goal

Use a variety of internet marketing methods to

achieve increased awareness of the Greater Baton

Rouge Food Bank among college students,

specifically targeting individuals in the LSU Greek

community.

Why LSU Greeks?

•  LSU holds the largest student population in Baton Rouge •  ~50% of all students in the community

•  39 Greek organizations on campus •  ~5,500 students

•  Represents 22% of the student body

•  $250,000 and 50,000 hours of community service annually

•  Research •  “When compared to other college students, Greek

members appeared to be more engaged in community service…and interested in activities involving personal development gains”

Internet Marketing Mix

I.  Online Advertisements II.  Google AdWords III. Email Marketing

I. Online Advertisements

•  Horizontal banner ad on the LSU page of “The Odyssey” online •  The Odyssey is a news source produced

by students in their respective Greek communities •  LSU’s page:

www.theodysseyonline.com/lsu •  Banner ad provides visual representation

of organization and link to company landing page

•  Easily seen while “browsing” •  Generates awareness about ways for

students to get involved

II. Google AdWords

•  84% of college students listed Google as research

resource of choice (2013).

•  Must get in the Google Search game •  Use strategic keywords and phrases: •  “Volunteer in Baton Rouge” •  “Donate food, time, money” •  “Greek volunteer opportunities” •  “Local food bank”

•  Additional benefits: •  Location targeting (Baton Rouge) •  Only pay per click

Google Ad Examples

III. Email Marketing

•  Why? •  Inexpensive, targeted

communication

•  Leads to awareness and loyalty •  Every LSU student is given an email

address upon enrollment

•  Easy to obtain member email addresses from Greek organizations

Newsletter Style Emails

•  Sender: Greater Baton Rouge Food Bank

•  Recipient: Personalized name (or specific fraternity/sorority)

•  Subject Line: Greater BR Food Bank: Help Us Help Others

•  Content: Organization history and ways to donate

Measuring Success: Are we raising awareness?

•  Number of Impressions and CTR on AdWords •  How often are the ads being displayed?

•  How often are the ads being clicked?

•  Google Analytics •  “New Sessions” – metric revealing how many of your site visitors are

new and how many are recurring •  “Acquisition” – find out where web visitors are coming from •  Analyze total number of views for website, specifically on landing pages

linked from display ad, AdWords and email campaigns

•  Evaluate LSU Greek Student Involvement •  Volunteering time •  Donating food and/or money

Budget

•  Horizontal display ad for Odyssey: •  Flat rate/month = $120 •  $120 x 6 months $720

•  Google AdWords •  Pay per click ($0.10/click)

•  Estimated 150 clicks/month x 6 months ~$900

•  Email Marketing Campaign •  Monthly plan = $62.99 x 6 months $378 •  24,000 emails to 6,000 people

•  6 Month Total: $2,000

Service Learning Reflection

The Greater Baton Rouge Food Bank impacts the lives of Baton Rouge citizens of all ages through the distribution of food and other products serving the people in need. The organization’s current problem is a lack of awareness, which can be aided through Internet marketing tactics geared at college students, specifically those in the LSU Greek community. Visual display ads on a website that is popular amongst the target consumer will create brand recognition and will satisfy the organizations goal of increasing awareness. Google AdWords will serve to target Baton Rouge students specifically, and email marketing offers a relatively cheap way to help raise awareness directly to the consumer. We believe our recommendations can impact the organization by creating awareness and building lifetime relationships with college students. This will potentially increase volunteer efforts in the short term and donations in the long term.

Questions

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Appendix •  “Six Tactics for Successfully Marketing to Millennials”

http://www.marketingprofs.com/articles/2014/26042/six-tactics-for-successfully-marketing-to-millennials

•  “Triumph or Tragedy: Comparing Student Engagement Levels of Members of Greek-Letter Organizations and Other Students” http://eric.ed.gov/?id=EJ653329

•  “Retailers, Take Note: 5 Stats on Millennials’ Buying Habits” http://www.shoutlet.com/blog/2014/08/retailers-take-note-5-stats-millennials-buying-habi/

•  SEO and Sponsored Search http://www.searchlightinteractive.com/seo/search-engine-optimization-seo.html\

•  AdWords Estimates https://support.google.com/adwords/answer/6080608?hl=en&rd=1

•  Email Campaign Information https://www.campaignmonitor.com/pricing/#campaign