splenda full digital strategy pdf

SPLENDA

Full Digital StrategyErica Horn

New Media Drivers License

Monday, December 3, 2012

Monday, December 3, 2012

SPLENDA IS...

Monday, December 3, 2012

SPLENDA IS...

• Leading zero-calorie sugar substitute

Monday, December 3, 2012

SPLENDA IS...

• Leading zero-calorie sugar substitute

• Reputation for healthiness, taste, versatility with different products

Monday, December 3, 2012

THE BIG IDEA

• Increase sales and awareness of Splenda Sugar Blends through the promotion of events and digital social media strategies.

Monday, December 3, 2012

GOALS AND OBJECTIVES

•Raise awareness for the use of Splenda Sugar Blends

•Successful Full Digital Media Strategy

•Increase profits 4% in the next year

Monday, December 3, 2012

TARGET AND BUDGET• Women 35+

• Health conscious

• Enjoy cooking and baking

• 1 million for successful campaign

• Money alloted to Events, Social Media, Google Adwords, Coupons, and Labor

Monday, December 3, 2012

UTILIZING A BLOGCreate engaging content

- Drink and food recipes using Splenda

- Interact with readers

- Promote healthy living

- Media and coverage of events

- Contests

Monday, December 3, 2012

SOCIAL MEDIA PLATFORMS

• Interact with followers

• #Splenda; #Sugarblends

• Coupons and giveaways during events

• Pin recipes that use Sugar Blends

• Post photos of promotional events

• Post people using product

@Splenda /Splenda

Monday, December 3, 2012

PROMOTIONAL EVENTS

Partner with “Chopped” on Cooking Channel

• Secret Ingredient

• Live tweeting during the show

Splenda Traveling Food Truck

• Taste Test comparison vs. Sugar

• Give coupons to participants

• Can use for research

Monday, December 3, 2012

MOBILE STRATEGY:IPHONE APP

• Sugar intake calculator created by Splenda

• Facts and tips for a healthy lifestyle

Monday, December 3, 2012

INTERNET MARKETING:GOOGLE ADWORDS

• Increase page views and high click-through rate

Sample Adword:

“Sugar Substitute”

All the sweetness, minus the calories!

Splenda Sugar Blends

http://www.splenda.com/products/sugarsubstitute

Monday, December 3, 2012

MEASURING SUCCESS• Use Google Analytics to track visits to company site and blog

• Insights from followers on Twitter and the blog.

• Record the increases in followers and chart growth

• Compare net income from previous years

Monday, December 3, 2012