courtney cheevers
TRANSCRIPT
Digital Marketing Intern Presentation
Courtney Cheevers
About Me
Paid Search
Paid Social
Programmatic Display
Affiliate
Brand Partner
SEO
Digital Marketing Landscape at Ulta
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Ecommerce
Digital Marketing Partnership
Program
Overview
The Digital Marketing Partnership Program gives brands the
opportunity to use their media budget for diverse digital campaigns
targeting the Ulta customer base.
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34M+ Active Members
Omnichannel Results
Performance Reporting
Full Service Management
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Timeline
Interest from Brand
Build Strategy from budget and objectives
Creative Review
Launch Campaign
Performance Reporting
Onboarding
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Timeline
Interest from Brand
Build Strategy from Budget and Objectives
Creative Review
Launch Campaign
Performance Reporting
Channel Offerings
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YouTube
Programmatic Display
ShopkickSponsored Product Ads on Ulta.com
Paid Social Affiliate
Objective: Promote new product launches through digital channels specifically targeting GenZ, young millennials, and Latina audiences modeled from current purchasers of Smashbox
Potential Media Plans
• Scenario 1: • Social - $100K
• YouTube - $150K
• Scenario 2:• Display - $100K
• YouTube - $150K
• Scenario 3:• Display - $75K for each product
• Social - $50K for each product
Smashbox Product Launch
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Timeline
Interest from Brand
Build Strategy from Budget and Objectives
Creative Review
Launch Campaign
Performance Reporting
Creative Review
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Timeline
Interest from Brand
Build Strategy from Budget and Objectives
Creative Review
Launch Campaign
Performance Reporting
Campaign Launches
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Brand Partner Weekly Update
• Weekly update creates awareness and visibility for internal stakeholders in campaigns
• Useful for merchandising and analytics teams
• Included are active campaigns, impending launches, and submission request due dates
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Timeline
Interest from Brand
Build Strategy from Budget and Objectives
Creative Review
Launch Campaign
Performance Reporting
• Brands receive detailed results and insights beyond campaign delivery to inform future strategies
• KPIs are established at the beginning of a campaign to set expectations early
• Metrics differ by channel but include:• Impressions and individuals messaged
• Return on Ad Spend (ROAS)
• New to Brand conversions (NTB)
• Online and offline sales
• Device split rates
• Number of orders
• Lifts in brand search queries
Performance Reporting
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Objective: Promote new product launches through digital channels specifically targeting GenZ, young millennials, and Latina audiences modeled from current purchasers of Smashbox
Potential Media Plans
• Scenario 1: • Social - $100K
• YouTube - $150K
• Scenario 2:• Display - $100K
• YouTube - $150K
• Scenario 3:• Display - $75K for each product
• Social - $50K for each product
Smashbox Product Launch
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KPIs to demonstrate success:
• ROAS
• Sales for products featured
• NTB Conversions
• Clicks/Click-through-rate
• Individuals messaged
Business Outcomes
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Learnings RevenueContinuous
Communication
My Observations at Ulta
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Strong Agency Relationships
Loyalty Program and Collected Data
Culture of Experimenting and Learning
Cross-functionality and Visibility
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And special thanks to my team!
Cara GoadDom MannaCherie Yates
Katie BurfieldKathleen ClarkGabby ValedonBritney MercerLacey Alleruzzo
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Internship Learnings
• Participating in several sessions across many business functions allowed us to engage further in enterprise thinking and how our teams fit into various projects and Ulta Beauty as a whole.
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Merchandising Finance Marketing IT
Loss Prevention
Service OpsSupplyChain
Store Ops
• Reach a tailored audience with in the UltaBeauty buyer file
34M+ Active Members
• Detailed results and insights beyond campaign delivery to inform future strategy
Performance Reporting
• Ability to see online and offline results Omnichannel
Results
• Work with Ulta’s Digital Marketing team to create campaigns that achieve key objectives
Full Service Management
Value Proposition of Brand Partner Program
*Source: Cara
Exploring New Channels to Reach Diverse Audiences
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• Exploring Snapchat to connect with Gen Z customers
• How to use Pinterest more effectively for awareness campaigns
• Using more channels ensures we capturediverse audience and have multiple different touch points with our audience
This summer I was able to participate in educational sessions hosted by Snapchat and Pintrest to help us understand their users and how to utilize their platforms in the most effective and efficient ways.
BOPIS – Learning Opportunity
• As omnichannel guests spend more on average than single channel guests, there’s always a push to transform single channel guests to omnichannel.
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• Participated in BOPIS rollout and planning for holiday season
• Assisted in creating a marketing plan for BOPIS post rollout
• Cross-functional teams display considerations from all aspects of business on this project
Building Cases to Sell
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• Cases created for brands to get a better understanding of the program and set expectations for any campaign they may be considering
• Gives context to campaign ideas
Tracker Tools Used to Manage Numerous Campaigns
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Shared files withagency partnersto track and note revenue per quarter and YTD
Monday.com allows for task trackingseparated by campaign
Programmatic Display
• Minimum of $100k investment
• Drive both awareness and sales
• Targeting audiences based on current buyers of the brand at Ulta Beauty
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Paid Social – Instagram & Facebook
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• Minimum of $25k investment
• Increases awareness and engagement
• Targeting purchasers of the given category, specific demographics, and site visitors.
YouTube Trueview
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• Minimum of $150k investment
• Drive both awareness and sales with Ulta Beauty guests
• Targeting Ulta CRM, retargeting site visitors, and audience modeled after brand purchasers
Affiliate
• $25k for Loyalty/Coupon campaigns and $35k for Content
• Drives site traffic, sales, and awareness
• Targets affiliate site visitors and influencer’s followers
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