Whole Foods
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Whole Foods Market is a supermarket chain founded in 1980 that operates 270 stores across the US and UK. It aims to educate customers about organic foods through social media campaigns. The document outlines Whole Foods' history and mission, challenges in competing against conventional grocers and higher organic food prices. It then discusses Whole Foods' current social media strategies on blogs, Facebook, Twitter and Flickr to promote its "Whole Life" message, and metrics like traffic, conversions and followers that will evaluate the $200,000 one-year social media campaign's success.
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Whole Foods
- 1. “WHOLE LIFE” WITH WHOLE FOODS MARKET ADV 892 Final Project By Lingna Xia
- 2. COMPANY OVERVIEW Opened in 1980 with a staff of 19 people; Supermarket chain of natural and organic foods 270 stores in the U.S. and U.K Mission Whole Planet Whole People Whole Foods
- 3. CHALLENGES & GOALS Challenges People’s awareness of the benefits of organic foods Competition from the industry Higher price of organic foods Goals Educate its potential customers Increase brand awareness Launch social marketing campaigns online
- 4. CURRENT STRATEGIES Blog Facebook Twitter Flickr
- 5. “WHOLE LIFE” WITH WHOLE FOODS “Whole Life” online strategy Effectiveness Cost-effective Go viral
- 6. CHANNELS AND TACTICS Official website Blogging Facebook Twitter
- 7. CHANNELS AND TACTICS (CONT.) Video Campaign SEO
- 9. BUDGET FOR THE STRATEGY $200,000 Employees Social media tools Monitoring and listening
- 10. TIMELINE OF THE STRATEGY Joint social media campaign for a whole year Intensified exposure with the seasonal products Coupons sent to attract viewers