Kohl’s Digital Strategy

Showing the World that Kohl’s Cares

BIG IdeaA full digital strategy will be

built to help promote Kohl’s social responsibility efforts

Kohl’s CAREs blog Informational updatesEmployee posts/picturesFacebook Twitter

Target Audience Millennials

80 million people 25% of the U.S.

population $200 billion dollars

(purchasing power) Most responsive to

Internet marketing Research has shown a

12% increase in millennials interest in corporate social responsibility

Execution

BlogFacebook

Twitter

BlogOur Blog will be the center point of whole

campaign

It will be updated with informative posts meant to grasp and intrigue our consumers

In addition to the blog serving as the primary source of information it will also be utilized as a directory for our other web pages

FacebookOur Facebook page will serve as a scrapbook for

all of our social responsibility efforts

It will be called the Kohl’s Cares Scrapbook

This is where we will post pictures and talk about how our experience was

TwitterWe will use our Twitter handle to update our

followers with live information about how are volunteer efforts are going

Using various hash tags we will encourage our employees and fellow volunteers to live tweet their experienceExample:

Great Day for a Breast Cancer walk #KohlsCARES

BudgetThe only cost we will incur with this campaign is

the salary of the advertising and marketing staff to develop and maintain the websites

Using the website To The Point Marketing, I was able to estimate a total cost of $11,600 for the entire campaign

KPIIncrease awareness of Kohl’s social responsibility

efforts in America by 20%We will measure this by keeping track of how

many millennials how visited or often view our sites

If we have reached 16 million millennials we will have succeeded

SummaryUsing a digital marketing strategy to help create

awareness for Kohl’s social responsibility effortsWe will target millennials since they are most

responsive to this type of marketing In turn these efforts will help increase the amount

of millennials that shop at Kohl’s