adv420 final project
TRANSCRIPT
What to Expect1. Get to know the company!
2. Business challenges and goals
3. The Big Idea!
4. Measuring Success
5. Budget and Timeline
The Company Outdoor Clothier
Headquarters Freeport, Maine
(founded in)
Current Target Audience 34 - 54 year old men
and women
Adventurous/Outdoor people
L.L. Bean retail store in Freeport, Maine
The Company Cont.The Golden Rule
Sell good merchandise at a reasonable profit, treat your customers like human beings and they will always come back for more.”
L.L. Bean employee working on a pair of the signature Bean Boots
Business Challenges and Goals
Goals Appeal to college students & people in there 20s
Expand Facebook, Twitter, and Instagram profiles
Challenges: Brand awareness among younger consumers
Maintaining the companies small hometown feel
While expanding its social media coverage and use
The Big Idea! The L.L. Bean Escapade
3-Month Photo/Video Contest
Post to the “Big Three” Facebook, Twitter, &
One winner/week
Rewarded $500 gift card
#LLBeanEscapade2015 & #LLBean
Measuring Success Following the 3 month contest
2-3 social media posts/week
Utilizing Google Adwords - all “clicks” recorded
Effective keyword phrases
Google Analytics used to monitor AdWords campaigns
Budget L.L. Bean Escapade
Contest: $6500 ($500 per week)
Google AdWords: $2000 per month (3 months)
Facebook Ads: $2000 per month (6 months)
Total Digital Strategy: $24,500
Timeline First Three Months
Overall goal – position brand to younger audience
Facebook Ads
L.L. Bean Escapade Contest: Summer 2015, June 1st – August 30th
Dylan @dyl_theoutdoorsmanCross Country along the Appalachian Trail! #LLBeanEscapade2015 #LLBean