DIGITAL MARKETING STRATEGY

Kellogg’s

Target Audience

Women ages 25-50Educated beyond high schoolTypically have children Concerned about weight loss and healthy lifestyles

Key Performance Indicators

Overriding goal: Increase sales within the Special K line

Social media Facebook likes from 2.6 – 3 million Twitter followers from 11.3K – 11.8K

Website Traffic to the Special K section of Kellogg

site

Big Idea

Theme of campaign:Healthy living

Example ad:An active woman

starting off her day by eating a Special K product

Tools & Tactics: Facebook & Twitter

• All of the posts on Facebook and Twitter would be focused around the theme of the campaign

• Here consumers will find tips for healthy living, as well as information on Special K products

• Responding to consumers on these sites is crucial for social media success

Tools & Tactics: Instagram

Here are some example pictures that would be posted on Special K’s Instagram:

• All of these pictures are parallel to the campaign

• They all communicate the importance of healthy living, and that special K products help you live a healthy life

Tools & Tactics: Internet Marketing

Blogging Pay bloggers to write about Special K products These bloggers’ focus would be on dieting and healthy

living

Pay-Per-Click This would drive consumers to the Special K website

SEO Research & Google Adwords This would ensure that Special K would come up first

on Google when anyone searches anything breakfast related

Mobile

Mobile App This app would help to target weight loss Enter your weight and physical activity for the day,

and the app would tell you how many calories you burned

Budget

6 month campaignTotal spending: 65,000 per month

Search Engine Optimization: $5,000 Google Adwords: $5,000 Pay-Per-Click advertising: $25,000 Social media: $15,000 Blogging: $10,000 Mobile app: $5,000

Summary

By constructing a campaign focusing on healthy living, Special K can increase sales

An increase in sales will be the result of effective internet marketing Social media Bloggers SEO Research PPC Advertising Google Adwords Mobile App