Download - ExxonMobil's Pumped Up Plan
Target Audience
Who should ExxonMobil target?College students in the
engineering and sciences fieldsMales and females of all
nationalities and ages 18-26
Smart, driven individuals who want to change the world
What’s the Big Idea?
Covey to target audience that ExxonMobil:Supports the pursuit of higher
education for all individualsWants to promote the further
study and development of the fields of engineering and science
Believes that the youth of the world will make the biggest waves
What’s the Big Idea? cont.
Key Message:“ExxonMobil supports the
pursuit of higher education for the youth of the world because they will be the ones to change it.”
What’s the Big Idea? Cont.
What’s the game plan to achieve our goals?Use social and digital media to:
Target our target audience in ways that:Interest themConnect with themOver time, make them arbiters to other potential
customers of ExxonMobil to give the brand a chance
Tools & Tactics to Get the Job Done!
Facebook: Create boosted posts based on those
who have liked things relating to higher education as well as the fields of engineering and science
Instagram: The creation of sponsored ads on
Instagram will help ExxonMobil connect to its audience in a more visual format
Tools & Tactics cont.
Twitter: Continue strong presence. Possible weekly giveaways based on winners of math
and science based questions. Mobile:
Must connect to users on an emotional level. Give incentive to talk about ExxonMobil on the go
through multiple media outlets Internet Marketing:
Target science and engineering sites such as sciencedaily.com and engineering.com with strategic display ads
What Should Our KPI’s Look Like?
Focus on Social Media: Increase of Facebook page
likes Increase in number of Twitter
followers Change in average number of
Instagram posts Look at KPI’s individually to
see what worked while still seeing the overarching picture
Budget: Where Should the Money Go?
Earnings based on ExxonMobil’s 2014 Financial & Operating Summary: $32.5 billion
Budget breakdown for digital campaign.
*based on Leadgenix digital marketing calculator