2. People Information
• People is a weekly magazine that
publishes celebrity and human
interests stories
• It is owned by Time, Inc.
• People’s first issue was published March 4, 1974
• People.com is the top celebrity gossip website
• Target Market: Females 21-60
Focusing 35 and under to become
lifetime users
3. Goals Challenges
• Increase website traffic • Keeping on-top of social
and magazine media posts
subscriptions • Beat competitors in user
• Redesign Facebook page numbers and best
• Upload pictures directly celebrity information
to social media during
red-carpet event
• Create Google AdWords
Campaign
4. Overall Theme
• Give more to the people;
receive more at People
• Keep on-top of social media
• Instant updates = better feedback
5. Marketing Plan
• Promote VIPeople Rewards and offer MORE
• LiveFeed from Red Carpet Events to give your
readers instant information
• Create GoogleAdWords Campaign
• Interact with Followers via Social Media
6. Social Media
• Twitter – communicate directly with YOUR people
– Interact with your 3,609,976 followers
• Facebook – more posting=more traffic
– more interactive; enable wall posting, upload pictures,
post new stories posted on People.com
• LinkedIn – Recreate this profile
– Adding content to reach new audience
– Connect with past/present employees to
promote People
7. Internet Marketing
• Google AdWords
– Create and manage a People Google AdWords page
– Keywords: Celebrities; Celebs; People Magazine;
Celebrity Gossip
– Ad Scheduling: Increase October – December; holiday
gifts, in time for People’s award season, Special
Editions
• Sample advertisements:
Headline: Don’t Look Beyond People! Headline: Do You Know Your People?
2nd Line: Visit the most trusted celeb news 2nd Line: Search Celebs Mobily
3rd Line: Get the BEST gossip before anyone else 3rd Line: Top Celebrity Gossip at It’s Finest
4th Line: http://www.people.com/people 4th Line: http://www.people.com/people
8. Mobile Marketing
• Send text message updates on new
stories and galleries posted
• Inside exclusive People news updates
for VIPeople members
• Virtual viewing of LiveFeed from
Red Carpet Events
9. Success of Strategy
• Us Google AdWords Performance Grader to
analyze campaign and rank against others
• Measure Click-Thru-Rate:
– by number of clicks ad receives/number of times ad shown
• Successful Digital Media Campaign =
– Increased Facebook followers
– Twitter Followers
– LinkedIn Connections
– App Downloads
10. Digital Marketing Strategy Budget
Budget Breakdown:
Social Media: $50,00
Internet Marketing: $22,000
Mobile Marketing: $23,000
VIPeople Rewards: $20,000
AdWords Campaign: $30,000
Extended Advertising: $30,000
Cushion for Spending: $20,000
TOTAL BUDGET = $200,000
