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Digital & Social Program 2011
Digital Marketing Objectives
Primary

¤  Consumer loyalty VS capturing market share

¤  More eggs, more frequently
Tactics
Primary

¤  Programing and design of entry pages to support the contest
    and email capture

¤  Customer relationship management – no email
    communications since 2008-2009

Secondary

¤  Establish a social brand with Social Networks and custom Blog:
    “Every Day” and support contest

¤  Content Marketing maximizing Google search trends;
    reinforce: “eggs as a healthy option”
Social Channel Blog & Networks        Objectives Marketing
  ¤  Brand Voice: Core values          ¤  English and French
  ¤  Community engagement                  Contest support
  ¤  Content Strategy: utility,            ¤  Landing pages
      entertainment, info, rewards,         ¤  Entry forms
      recognition)                      ¤  Data: Website traffic
     ¤  Recipes                        ¤  Request for information
     ¤  Health & Nutrition
     ¤  Product information
Website     • Landing Page & Contest Entry

            • Content from e-Blasts &
  Blog        e-Newsletters
            • Community News


 E-Blasts   • Tactical Call to Action



Facebook    • Page - Community
            • Ad – Web Traffic


 Twitter    • E-Blasts, Content
June   July   Aug   Sept   Oct       Nov   Dec
                           CONTEST
                               E-
                             BLAST




                                 WEBSITE
Program Performance
Contest Performance

¤ 23,677 Total Opt-in Contest Entries

¤ National: English and French

¤ Prizes: 46” Sony Bravia 3 LED TV, Disney Winnie The
   Pooh branded Bedroom Kits
Email Marketing

E-Mail Sign-Ups 

¤ +7,000 New Opt-Ins

¤ 79% Increase VS. previous database

E-Blasts

¤ Average Open Rate: 27% (Industry avg. 18%)

¤ Average Click Through: 26% (Industry avg. 20%)
Facebook: Pre-Contest Ad Campaign

Facebook Ad Network

¤ Average 51 Likes Per Day (30 Day Period)

¤ 1,540 Total Likes

Facebook Ad Campaign

¤ Total Budget: $2,700

¤ $1.75 Per Like
Site Traffic: www.nationalegg.com
September 15 – December 31, 2011*
¤  34,523 Visits (+2366%) VS 1,402
¤  122,768 Pages viewed (+3423%) VS 3,485
¤  24,547 Visits from Facebook




         *Google stats compared to previous 3-month period

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Digital strategy national egg 2011

  • 1. Digital & Social Program 2011
  • 2. Digital Marketing Objectives Primary ¤  Consumer loyalty VS capturing market share ¤  More eggs, more frequently
  • 3. Tactics Primary ¤  Programing and design of entry pages to support the contest and email capture ¤  Customer relationship management – no email communications since 2008-2009 Secondary ¤  Establish a social brand with Social Networks and custom Blog: “Every Day” and support contest ¤  Content Marketing maximizing Google search trends; reinforce: “eggs as a healthy option”
  • 4. Social Channel Blog & Networks Objectives Marketing ¤  Brand Voice: Core values ¤  English and French ¤  Community engagement Contest support ¤  Content Strategy: utility, ¤  Landing pages entertainment, info, rewards, ¤  Entry forms recognition) ¤  Data: Website traffic ¤  Recipes ¤  Request for information ¤  Health & Nutrition ¤  Product information
  • 5.
  • 6. Website • Landing Page & Contest Entry • Content from e-Blasts & Blog e-Newsletters • Community News E-Blasts • Tactical Call to Action Facebook • Page - Community • Ad – Web Traffic Twitter • E-Blasts, Content
  • 7.
  • 8. June July Aug Sept Oct Nov Dec CONTEST E- BLAST WEBSITE
  • 10. Contest Performance ¤ 23,677 Total Opt-in Contest Entries ¤ National: English and French ¤ Prizes: 46” Sony Bravia 3 LED TV, Disney Winnie The Pooh branded Bedroom Kits
  • 11. Email Marketing E-Mail Sign-Ups ¤ +7,000 New Opt-Ins ¤ 79% Increase VS. previous database E-Blasts ¤ Average Open Rate: 27% (Industry avg. 18%) ¤ Average Click Through: 26% (Industry avg. 20%)
  • 12. Facebook: Pre-Contest Ad Campaign Facebook Ad Network ¤ Average 51 Likes Per Day (30 Day Period) ¤ 1,540 Total Likes Facebook Ad Campaign ¤ Total Budget: $2,700 ¤ $1.75 Per Like
  • 13. Site Traffic: www.nationalegg.com September 15 – December 31, 2011* ¤  34,523 Visits (+2366%) VS 1,402 ¤  122,768 Pages viewed (+3423%) VS 3,485 ¤  24,547 Visits from Facebook *Google stats compared to previous 3-month period