Post on 13-May-2015
description
transcript
SPLENDA
Full Digital StrategyErica Horn
New Media Drivers License
Monday, December 3, 2012
Monday, December 3, 2012
SPLENDA IS...
Monday, December 3, 2012
SPLENDA IS...
• Leading zero-calorie sugar substitute
Monday, December 3, 2012
SPLENDA IS...
• Leading zero-calorie sugar substitute
• Reputation for healthiness, taste, versatility with different products
Monday, December 3, 2012
THE BIG IDEA
• Increase sales and awareness of Splenda Sugar Blends through the promotion of events and digital social media strategies.
Monday, December 3, 2012
GOALS AND OBJECTIVES
•Raise awareness for the use of Splenda Sugar Blends
•Successful Full Digital Media Strategy
•Increase profits 4% in the next year
Monday, December 3, 2012
TARGET AND BUDGET• Women 35+
• Health conscious
• Enjoy cooking and baking
• 1 million for successful campaign
• Money alloted to Events, Social Media, Google Adwords, Coupons, and Labor
Monday, December 3, 2012
UTILIZING A BLOGCreate engaging content
- Drink and food recipes using Splenda
- Interact with readers
- Promote healthy living
- Media and coverage of events
- Contests
Monday, December 3, 2012
SOCIAL MEDIA PLATFORMS
• Interact with followers
• #Splenda; #Sugarblends
• Coupons and giveaways during events
• Pin recipes that use Sugar Blends
• Post photos of promotional events
• Post people using product
@Splenda /Splenda
Monday, December 3, 2012
PROMOTIONAL EVENTS
Partner with “Chopped” on Cooking Channel
• Secret Ingredient
• Live tweeting during the show
Splenda Traveling Food Truck
• Taste Test comparison vs. Sugar
• Give coupons to participants
• Can use for research
Monday, December 3, 2012
MOBILE STRATEGY:IPHONE APP
• Sugar intake calculator created by Splenda
• Facts and tips for a healthy lifestyle
Monday, December 3, 2012
INTERNET MARKETING:GOOGLE ADWORDS
• Increase page views and high click-through rate
Sample Adword:
“Sugar Substitute”
All the sweetness, minus the calories!
Splenda Sugar Blends
http://www.splenda.com/products/sugarsubstitute
Monday, December 3, 2012
MEASURING SUCCESS• Use Google Analytics to track visits to company site and blog
• Insights from followers on Twitter and the blog.
• Record the increases in followers and chart growth
• Compare net income from previous years
Monday, December 3, 2012