Michelle LatkaNMDL Section 703

Company Background:

Target Audience:

● Ages 16-30’s● “TOMS for Prom”● Weddings with TOMS● TOMS even makes shoes

for babies

Goals:

● Increase awareness on the purpose for “One for One campaign

● Help those in need by giving them new shoes to cover their feet

● Attract audience with a good cause campaign and a fashionable shoe selection

Digital Strategy:

● Facebook● Twitter● Instagram● Blogs● Adwords

Tools & Tactics: Raise Awareness

● By using social media, such as facebook posts, hashtags #raiseawareness, and Instagramming TOMS, this will reach out to a new branch of audience.

● Using digital marketing will help raise awareness to the campaign “One for One”

● Make an Instagram page “TOMSraises”

Tools & Tactics

● Instagram page: #TOMSraises” contest:-Post a photo of your TOMS and how you gave back to a child in need. Must use the hash tag to be in the contest.

-The photo each month with the most likes wins a FREE pair of TOMS.

Instagram: $200 x 4 years=$292,000

Key Performance Indicators:

● To measure TOMS campaign productivity through:

-Google adwords

-Increase interaction on social media (Facebook, Twitter, Instagram account etc.)

-Increase in sales

Facebook: $250 x 3 years= $273,750

Twitter: $200 x 3 years= $219,000

Instagram: $200 x 4 years=$292,000Total: $784, 750

Budget: $ 1.5 Million

Conclusion:

● Gain audiences attention for the “One for One campaign

● Raise awareness of the cause

● Use the digital media strategies to reach out to target audiences and attract new followers.