P&G has significantly fewer social media fans than its brands and seeks to strengthen its brand association and increase sales through a new media marketing plan. The plan involves liking and following P&G brands on social media, creating video clips about P&G for social media, and a Google AdWords campaign for P&G's e-Saver program to drive subscriptions. The budget is $90,000 over one year with goals of increasing fans, clicks, and e-Saver subscriptions.

1. New Media Marketing Plan
Presented by Amelia Wang

2. Client Overview
• Procter and Gamble (P&G)
• The largest household product manufacturer of the world
Household care products Beauty and grooming products

3. Client Overview
60,973 Fans 17,441 Followers 103 Subscribers
Much fewer fans than its brands
Tide: 2,329,215 Facebook Fans
CoverGirl: 1,500,765 Facebook Fans

4. Objectives
• Strengthen the association with P&G and its brands.
• Increase sales.
• Maintain P&G competiveness as the leading company in the
industry .

5. Marketing Strategies
• Social Media has been using by P&G
1) Strengthen brand association
2) Increase and maintain brand Image
Like and follow all the brands that P&G has
on its Facebook and Twitter pages.
Create some video clips about some inside stories
of P&G and posted it on Facebook, Twitter, and YouTube.
Social responsibility programs on social media.

6. Marketing Strategies
P&G e-Saver
• Objective
• Proposed AdWords Strategy
• Targeting Options
• Budget
• Metrics

7. Marketing Strategies
P&G e-Saver
•Targeting Options
• Budget
• Metrics
At least 10000 clicks with 10% CTR
100,000 impressions
Increase at least 10% subscription at the end of the campaign.

8. Justifications
• Facebook & Twitter
Number of fans
Monthly active users (Facebook)
Hootsuite
• Google AdWords
CTR
Impression
Numbers of the subscription to the P&G e-Saver

9. Budgets & Timeline
• Personnel Expenditure
• Google AdWords ($60,000)
• Other social media campaigns ($30,000)
• One-year campaign
• Holiday Season (Beauty & Grooming Products)

10. Thank you!! : )