2. Background
One of the world’s largest food companies
Over 40 different brands
Company mission:
Make lives healthier, easier and richer
3. The Strategy
Target market: College students
Males and females ranging from 18 to 27 years old
Make college students aware of their mission by
promoting healthier and easier lifestyles with their
products
4. Digital Strategy Process
Hire 10 campus recruiters @ 25 largest colleges in the US
Educate students about General Mills products
How to make fast & healthy meals
Have them download NEW General Mill’s College Meal App
5. College Meal App.
Allows students to view quick, easy & healthy recipes
using General Mills products
Recipe categories:
Breakfast, lunch, dinner, snacks
6. Promote!
Have students promote the new app by:
Sharing/liking posts on Facebook
Tweeting using #GeneralMillsNewApp & retweeting
Regramming pictures about the new app on Instagram
Posting their own pictures of what they made with the
app on Instagram
1 student from each college that promotes the new app
the most wins free General Mills products for a year!
7. Word of Mouth Advertising
Have students Students
Increase
use social Increase willing to
General Mill’s
media to talk General Mills promote
digital
about General sales because of
presence
Mills great incentive
8. Key Performance Indicators
# of mobile apps downloaded
See how many followers they have on Instagram and
how many times they were tagged in a picture on
Instagram.
Collect data of customers that visit, like, share, follow
their Facebook page & any posts about the new app
View the number of followers, hashtags, mentions,
favorites and retweets that they receive about the new
app with the hashtag #GeneralMillsNewApp
9. Main Goals
Make younger adults aware of the benefits that
General Mill’s products have to offer
Promote the new General Mills app that students can
use to cook quick and easy meals with General Mill’s
products
10. Budget
General Mills Budget
10 new hires total montly wage $ 5,400
15 hours a week for 4 weeks @ $9.00/hr
App Design, Development, etc. $ 100,000
Free products for a year to 25 people $ 7,500
$25 a month for 12 months
Maintaining Facebook, Twitter, Instagram rest of budget
Print & Commerical Advertising rest of budget
Total Budget $ 20,833,333
