DIGITAL STRATEGY FOR CHEVRON

Kara SchaferNew Media Driver’s License

INTRO TO CHEVRON Chevron stands as the second

largest leader in the energy and oil industry

They are ranked #3 on the list of Fortune 500 Companies

Top 200 of America’s Best Employers

Chevron currently has a Facebook, Twitter and LinkedIn accounts

THEIR BRAND Chevron has branded themselves as a company that

gives back to the world with its products and services Their current slogan is “Human Energy” Their social media has done a good job at matching this

idea to Chevron’s brand image and social media

DIGITAL PLAN To embrace their global brand; Chevron will launch the

campaign “Chevron Gives Back” The “Chevron Gives Back” campaign will launch on all of

Chevron’s current social media accounts On their Facebook and Twitter accounts will include the

hashtags #ChevronGivesBack or #CGB The hashtag will be used on posts that share stories,

photos and articles on how Chevron is giving back This will encourage and educate others on the

philanthropy work that Chevron is doing

CHEVRON GIVES BACK CONT. Along with addition of the campaign on Chevron’s current

social media accounts, they will also start an educational blog The blog will tie the “Chevron Gives Back” campaign as well

as their brand into one informational site The blog will share articles and photos of the global and

environmental issues Chevron is taking on The topics are not just limited to oil and energy, making this a

reliable and educational blog for a variety of audiences to utilize

TARGET AUDIENCE Target Audience can be anyone who uses social media Particularly hitting Chevron’s clients, investors,

environmentalists, stockholders, marketers, etc. Audience can be anyone who holds an interest in the

brand or oil industry in general

DIGITAL CHANGES FOR THE CAMPAIGNThe “Chevron Gives Back” campaign will effect:

Content creation Budget Search Engine Optimization And more....

Phrases such as: “environment and oil”, “oil industry”, “environmental problems” and more will all be established key words for Chevron’s blog website

METRICS Chevron will use multiple metrics to measure the success

of their campaign They include:

Clicks generated by SEO keywords Amount of page visits to the blog Comments on the blog post Use of the hashtag on each social media site

If the blog generates enough organic growth within the initial launch time, advertisers for the site may be considered and PPC would be used

BUDGET The budget for the “Chevron Gives Back” campaign

comes out to an estimated cost of $4 million The costs breaks down to the following

Category Percent of Budget

SEO 35%Social Media 25%Content Creation 20%Web Development 10%Email Marketing 5%Mobile 5%

CONCLUSION The campaign will drive

up an organic following for Chevron’s existing social media sites

The blog will draw in a different demographic toward the brand

Inbound marketing will rise for the brand with an active blog