Alexandra CaldwellNew Media Driver’s License

Fall 2015

KICKING IT UP A NOTCHA FULL DIGITIAL STRATEGY PLAN

Photo Credit: Frito-Lay

Target Audience – Any one with purchasing power Target Audience & BIG IDEA

Tactics:• Social Media• Search Engine Marketing• Mobile Strategy

Big Idea – RELATABILITY

Photo Credit: Frito-Lay

Lay’s will focus on three social media outlets: Social Media

Post Frequency:

Post at least 1 time per day

Post at least 3 times per day

Post at least 1 time per week

Post a complementing photo to every second or third post!

Make the images and video content MORE RELATABLE

Social Media cont.

https://www.youtube.com/watch?v=-hzbsdhpj18GIF created using GIPHY

CROSS-MEDIA COLLABORATION

Photo Credit: PhotoPin

A large audience means the message must have wide appeal!

Social Media Advertising

Facebook Promoted Posts Facebook Page Likes

Number of users viewing Lay’s content

Twitter ‘Click to Engage’Twitter ‘Click to Follow’

YouTube Pre-Roll Advertising Photo credit: Facebook, Twitter, YouTube, Pinterest, Linkedin

Keywords: Potato ChipsKettle Cooked ChipsPotato Chips BakedPotato Chips SnackSnack Chips

Search Engine Marketing

Lay’s Kettle Cooked Chipsfritolay.com/lays-kettle-cooked/So many flavors to choose fromPick up your bag today!

Since exposure to the message is key, SEM is less important to my plan

EXAMPLE:

Since the ultimate goal of this campaign is to sell chips, I would steer clear of creating a mobile app.

Mobile Strategy

Photo credit: Frito-Lay

To Do:• Make the website more responsive • Focus more on the website (menus,

features, etc.), and less on the pictures of chips

Website

Tablet

Smartphones

Mobile Strategy

The ‘Find a Store’ function on the website needs a few major improvements• Larger Map• More space to scroll through

store information• Make better use of white

space

BudgetFrito-Lay’s annual sales:

$11.7 billion20% of annual sales for marketing

However…

and more…

Lay’s brand marketing budget – $3 million

I would spend the majority of the budget on social media and social media advertising.

I would spend the least amount of money on SEM.

Thank you!

Connect with me! • Twitter: @allycaldwell_• Linkedin/in/alexandrascaldwell