L.L. BEAN

Digital Strategy by Dan Gallagher

What to Expect1. Get to know the company!

2. Business challenges and goals

3. The Big Idea!

4. Measuring Success

5. Budget and Timeline

The Company Outdoor Clothier

Headquarters Freeport, Maine

(founded in)

Current Target Audience 34 - 54 year old men

and women

Adventurous/Outdoor people

L.L. Bean retail store in Freeport, Maine

The Company Cont.The Golden Rule

Sell good merchandise at a reasonable profit, treat your customers like human beings and they will always come back for more.”

L.L. Bean employee working on a pair of the signature Bean Boots

Business Challenges and Goals

Goals Appeal to college students & people in there 20s

Expand Facebook, Twitter, and Instagram profiles

Challenges: Brand awareness among younger consumers

Maintaining the companies small hometown feel

While expanding its social media coverage and use

The Big Idea! The L.L. Bean Escapade

3-Month Photo/Video Contest

Post to the “Big Three” Facebook, Twitter, &

Instagram

One winner/week

Rewarded $500 gift card

#LLBeanEscapade2015 & #LLBean

Measuring Success Following the 3 month contest

2-3 social media posts/week

Utilizing Google Adwords - all “clicks” recorded

Effective keyword phrases

Google Analytics used to monitor AdWords campaigns

Budget L.L. Bean Escapade

Contest: $6500 ($500 per week)

Google AdWords: $2000 per month (3 months)

Facebook Ads: $2000 per month (6 months)

Total Digital Strategy: $24,500

Timeline First Three Months

Overall goal – position brand to younger audience

Facebook Ads

L.L. Bean Escapade Contest: Summer 2015, June 1st – August 30th

Dylan @dyl_theoutdoorsmanCross Country along the Appalachian Trail! #LLBeanEscapade2015 #LLBean

Timeline Last Three Months

Overall goal – to maintain/continue positioning the brand

Facebook Ads

Google AdWords Campaign

Expected Social Media Increase:

Twitter: 80K+ followers

AdWords Campaign: 2K hits/day

FB: 100,000+ fans/page “likes”

FB Ads: 750 hits a day

Instagram: 50K+ followers