Whole Foods MarketDigital Campaign

Olivia Kornack

Target Audience

College students aged 18-23

Currently have nothing aimed toward this audience

Perfect group

to target

Key Performance Indicators

Establish strong brand recognition as a store that provides healthy and organic products and fits the budget-conscious lifestyles of college students

Key Performance Indicators

Encourage students to choose Whole Foods as their top store to purchase groceries, and convince them that paying a little more for their products is worth it

Big Idea

Gain potential customers from a new demographic

Needs to promote deals and discounts

Tools & Tactics: Social Media

Facebook & TwitterEngagement with audience

InstagramContests that lead

to interaction

PinterestBoard just for

college students

Tools & Tactics:Mobile

College students constantly use mobile devices

Loyalty program

Budget$300,000

Used for social media and mobile expenses

Summary

Present in the digital world

Critical to expand their target audience

College students are perfect for a digital campaign

References

http://www.pinterest.com/wholefoods/whole-kids-foundation/

http://www.wholefoodsmarket.com/mission-values/caring-communities/community-giving