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Targeting MillennialsMayra

Toscano

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Objective: Increase millennial memberships

Increase Millennial memberships

Create an experience with the brand

Drive awareness of expanded product selection and services

Utilize digital platforms and social media to drive awareness and excitement on Sam’s

club and tailgate contest

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Demographic

Sam’s Club’s CQE (Club Quality Enthusiasts): Women 25-54

Target Audience: Millennials (College students) 18-34

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Sam’s Club Through The Eyes of Millennials

Mom’s

Bulk Buying / Saving Money

Not trendy

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Objective:

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Creating the millennial CQE

Source: The internet

• By 2017 Millennials will have more spending power than any other age group.

• 5 of 6 millennials chose to connect with companies in social media, but they want something in return.

62% free perks

72% discounts

42% better

service

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Sam’s Club Tent On Move In Day • Sam’s Club will set up a tent on college campus’s quad to

promote the “Sam’s club tailgate” contest • The campaign will run: August-Thanksgiving

(end of football season)• Tailgate contest will run for 1 month. • The top 5 Universities with the most student member sign up’s

win the tailgate party for a home game of their choice.

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Sam’s Club Tailgating Party

• Will have student ambassadors recruited from the selected colleges to help host tailgate

• Student ambassador will live stream via Periscope and live tweet on Twitter

• Showcase Sam’s expanded selection

Show case essentials that’ll take you from pre-season to championship games and beyond…

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Tactics for Campaign

Live-Streaming

• Build momentum on twitter for the tailgate party contest

• Student ambassadors for Sam’s Club will live-stream from periscope and live-tweet from twitter and other social media platforms.

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Create awareness for expanded selections and services

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Conclusion

• Sam’s Club wants to increase millennial memberships by creating an experience with their brand

• Sam’s Club wants to drive awareness for their expanded product selection and services

• Sam’s Club wants to utilize digital platforms to reach millennials and connect with them personally.

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Thank you!