• Weight management• 1.2 million weekly members in 30 countries• $1.45 billion in revenue• eTools

Challenges• Lots of competition• Meetings cut into busy lives

Goals• 300,000 new online memberships• Compete with other online companies• Continue growing social media

Buyer Personas

Wendy the working mom

Carrie the college student

The Big IdeaThree-Month Online Membership=Weight Watchers Product Coupons+Recipe Cards+Waived Sign-Up Fee

Social Media Strategy

Other Strategies

Article Integration

Sharing incentive

Google AdWordsKeywords: easy diet plan, online weight loss, weight loss coupons

$1 max CPC, $1000 daily max

Budget300,000 three-month memberships = $16 millionPromotional costs = $9.7 millionProfit = $6.3 million

TimelinePromotion runs from March until June• Social Media• Article Integration• Google AdWords

Measurement• Online memberships• Clicks - Google Analytics• Fans and followers• Feedback - Hootsuite