NMDL Final Presentation by Zhuoxian Wu
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This document outlines Bed Bath & Beyond's digital marketing campaign strategies. It discusses targeting college students, household wives, and event hosts on social media platforms like Facebook, Twitter, Instagram and Pinterest. The campaign uses display advertising, search engine optimization, landing pages, and a mobile strategy. Key performance indicators, budgets, timelines and expected results are provided for campaigns targeting different audiences on different channels throughout the year.
NMDL Final Presentation by Zhuoxian Wu
- 1. Bed Bath & Beyond Digital Marketing Campaign Zhuoxian Wu
- 2. Brand • Key Message • Target Audience • Household wives • College students • Special events hosts
- 3. BB & B Social Media Present On What Social Platforms Interesting Finding The most effective content/posts Issues
- 4. Big Idea – Internet Marketing Display Advertising Result SEO Result Designed Landing Pages Result
- 5. Big Idea – Social Media Facebook/Twitter College Students Why Focus Youtube, Instagra, Pinterest household wives/special events Why Focus
- 6. Big Idea – Mobile Design Engage with customers SMS QR Code Free in-store Wi-Fi
- 7. Timeline College Student Campaign Late July to August Wedding Campaign Spring, Summer & Fall Household Wives Campaign Three to four weeks before major holidays
- 8. KPI • CPM • CPC • CPA • CPC • CPA • CPC• CPM • CPC Display Advertising SEO & Landing Social Media Marketing Mobile Strategy
- 9. B U D G E T College Student Campaign $100,000 Household Wives Campaign $500,000 (allocate more on holiday) Wedding Campaign $150,000 Designed employees for maintaining all social media platforms 2 x $45,000 Invite Bloggers to write posts $300 per post
- 10. Campaign Expected Result • Number of Followers • Shares / comments / retweet / pins • Website traffic • Customer info database • Sales