Bob Marley Digital Strategy
- 1. WWW.BobMarley.com Spreading the Love: Bob Marley Digital Strategy
- 2. It’s a Lifestyle Bobmarley.com has a lifestyle following surrounding it Peace, Love, Patience, Happiness Fairness, equality, awareness People who enjoy relaxing music or are very into music in general. People who are into living a simple lifestyle, people who like to fight for a cause (peace)
- 3. Big Idea Brand may be associated with illicit drugs like marijuana. Want to step away from that bias Generate more brand awareness to a wider range of people. Circulate the ideas that Bob Marley started his brand on to get people excited about the brand Focus on a “Well-being” lifestyle Campaign will run for 6 months, during warmer months (April-September)
- 4. Target Audience Those who want peace, justice, and equality Those who are into practices like yoga, tai chi, massage, acupuncture, spirituality, Acceptance, peace, love, and happiness Ages 13-30, all races, all genders (mostly male)
- 5. Engaging the Lifestyle Facebook, Twitter, Pinterest, Instagram
- 6. Social Media Engagement Post engaging content on social media accounts that is relevant and important/exciting to the target audience Posting and sharing news and new products to social media websites Engaging with similar brands and sharing their content
- 7. Blog Creating a blog for BobMarley.com will help prospective customers learn about the way of life that the brand represents Having SEO for the blog will also help drive traffic to BobMarley.com Social Media can point followers in the direction of the blog so that they can receive more brand insight
- 8. KPI: Key Performance Indicators Social Media Engagement: Likes, comments, shares, followers, etc. Leads from blog to website Sales performance month to month Blog visits
- 9. Google Adwords and SEO •Receive more traffic to the website and potentially increase sales from the increased website traffic •Help gather market data, increase brand awareness, and help draw in good leads $960/day Estimated: 117+ Clicks a day 4k Impressions SEO: Using keywords Editing SEO titles for blog pages Using good meta descriptions
- 10. Budget Total Budget: $48,000/month SEO: $4,800/month Google AdWords: $28,800/month Social Media Marketing: $7,200/month Photography: $2,400/month