2. Sohns Consulting Marketing Team Members
Dylan Shuck | Marketing Consultant
dylanshuck@sohns.com
Adam Hofman | Marketing Consultant
adamhofman@sohns.com
David Noad | Social Media Manager
davidnoad@sohns.com
Julia Salinas | Account Manager
juliasalinas@sohns.com
3. Table of Contents
Company Overview …………………………………………………………………………………………………..…….…………. 4
SWOT Analysis ………………………………………………………………………………………………………...…..………..…….. 5
Target Audience & Objectives …………………………………………………………………………...…..………………. 6
Audience Personas ……………………………………………………………………………………………...……..…..……... 7-8
Media Plan, Creative Brief, & Campaign Calendar …………………………………….....……………. 9-11
Non-Media Marketing Strategy & Execution ………………………………………………….………...... 12-13
Media Strategy & Execution ……………………………………………………………………..……………….......... 14-16
Summary ……………………………………………………………………………………………………………………..…..………….. 17
References ………………………………………………………………………………………………………………….………….……. 18
4. Boxed - Company Overview
● Online wholesale company
● Free Shipping on orders over $49
● Employee Friendly Company
○ 250 employees
○ Company pays for employee weddings and childrens college
● 100MM in revenue (1)
● Created private label brand Prince Spring in 2015
● #RethinkPinkRaleigh campaign to address unfair pricing on
women’s hygiene items.
5. SWOT
Strengths
● Strong corporate culture
● No membership fees
● Free shipping on deliveries over $49
● Easy to use app and website
● Relevent on Facebook, Instagram, Twitter,
Pinterest, and LinkedIn
● #RethinkPink, motivated to promote equality
between gender specific products
Weaknesses
● Not as active as competitors through Social Media
Channels
● Minimum required purchase amount to utilize free
shipping
● Consumers relatively unaware of quality of
products until delivery
Opportunities
● Raleigh, NC is an untapped market
● Mom’s of suburban households are a great
target as 81% of online mom’s are active on
Facebook
● Can focus aspects of campaign on quality
of products that BOXED delivers
● Create campaign centered on #RethinkPink
movement, which will bring attention to
mom’s
Threats
● Consumers miss out on the in store shopping
experience
● Competitors such as Costco and Sam’s Club
(bulk item stores) and Shipt (online delivery
service)
6. Target Audience
● Location
○ Raleigh, NC
● Audience
○ Mothers in affluent families
○ Large referral potential via social
media sites
■ Facebook
■ Instagram
■ Twitter
■ Pinterest
○ Drawn to Prince and Spring Brand
○ Heavy influence over most
household purchases (85%)
● Increase traffic and sales from the
target audience.
○ Sales increase TBD
○ Traffic increase 5%
● Campaign will run for one quarter
(1Q19)
● $250,000 budget
○ $75,000 Non-Digital Media
Advertising
○ $175,000 Digital Media Advertising
● Campaign will include word of
mouth/referral tactics
Objectives
7. Audience Personas
● Key Insight: Moms are more likely to interact with brand assets; especially moms with
younger children
● Age: 25-50
● Gender: Female
● Profession: Ranges from stay at home moms to working professionals
● Annual Income: Affluent families; upper-middle class
● Interests: Providing the best for their family and children, saving time from daily
activities, spending more quality time with family and friends
● Hobbies: Attending children's events (sports, dance, etc.), cooking, fitness, etc.
8. Audience Personas (cont.)
● Benefits Sought
○ Seeking ease and convenience of shopping for household items to save time for their busy
lives
● What do they like to do on Social Media?
○ Moms are typically known to interact with brands through social media compared to the rest
of the population
■ This includes watching videos, reading blogs or comments, and liking or sharing posts
● What type of social media user are they?
○ Relatively powerful social media users; they have strong referral power among their networks
● Which Social Media channels are they actively using?
○ Among online moms, 84% use Facebook, 47% use Pinterest, and 37% use Instagram; other
channels such as Twitter are less significant for this audience
● What is their social technographic category?
○ The vast majority of moms would fall under the spectators or critics category
● What are their favorite types of social content?
○ Moms of young children have the strongest social and video engagement with brands
9. Media Plan
● As our campaign will be run the Q1 of 2019, we will begin with a “New Year, New Me” strategy
○ 10% discount on all orders of food and beverage items that fall into the “healthy” category
○ Will be promoted primarily through Facebook and any customer who posts a photo showing
they made an order and includes #BOXEDNewYear will receive another 5% discount on their
next order
● #RethinkPinkRaleigh will be the focus for the month of February
○ Implement a three week competition from 2/1/19-2/21/19
○ In this time span, customers will have the chance to post a photo of themselves with their
BOXED delivery in the photo with them and include #RethinkPink in the caption
○ Each time this is done, they are entered for a chance to win free female hygiene products for
a year
○ Five winners will be selected
○ Unlimited entries within the allotted three weeks
● Expand focus into Instagram with help from a popular Social Media Influencer from the Raleigh
area
○ Ellie Hwang is a popular Social Media Influencer who is known to promote health, food, and
recipes
■ She also has a reach of nearly 75,000 followers
12. Non-Media Marketing Strategy
● $75,000 Budget
○ Billboards with #RethinkPinkRaleigh ($40,000)
■ Estimated $5,000 per month per ad.
■ 3 Billboards displayed for 3 months
○ Face to Face ($19,000)
■ Identify locations where affluent mothers go during the day when kids are
at school etc.
■ 16 people working 6 hour days during 3 week campaign period
○ Mail Ads ($16,000)
■ #RethinkPinkRaleigh ads mailed to Raleigh area.
■ 30,000 mail ads sent
● Users who have signed up at both face to face, mail, and billboard will get a
multiplier on their entry to the contest
13. Non-Media Marketing Strategy Execution
1. Billboard -
a. Secure billboard space in early January
b. Keep ad simple for cost. “#RethinkPinkRaleigh” Let the user be drawn to the
hashtag
c. Identify locations where billboard would see the most traffic.
d. Month before 3 week contest, start to put billboards up
2. Face to Face
a. Create a #RethinkPinkRaleigh Proposition for people to sign, by doing so they
are entered into the contest, email is collected for further marketing use
3. Mail Ads
a. Ad includes as 10% Discount off womens products, if used within the campaign
period.
b. Using the ad enters them in the contest.
14. Media Marketing Strategy
● Facebook
○ $80,000 dedicated to paid ads
● Instagram
○ $60,000 dedicated to ads with sponsored celebrities
● Pandora
○ $25,000 Utilize Pandora to run ads in the Raleigh area about
#RethinkPinkRaleigh (2)
● Social Media Influencer
○ $10,000 budgeted; $5,000 guaranteed and opportunity for additional $5,000
based on increased sales resulting from influencer
15. Social Media Strategy Execution - Facebook
● Utilize Facebook funding specifically for gathering user data and
submitting sponsored ads based on search history.
● Tailor ads to a format in which they are easily shared by
individual Facebook users.
● After purchase on Boxed website, have text box encouraging
consumers to share their favorite product bought via Boxed with
their friends on Facebook.
16. Social Media Strategy Execution - Instagram
● Utilize a social celebrity to stand behind the campaign.
● They endorse boxed online and utilize a click through shop now
button on Boxed. By buying they can then post their picture and
be entered into the contest.
● Budget $5,000 to social celebrity, with the opportunity to make an
additional $5,000 based upon the sales completed through the
click through ad.
● Remaining $60,000 will be used for the targeted ads on Instagram.
17. Summary
BOXED has become a brand that is focused on providing great customer experiences,
while capitalizing on the ease and convenience of online shopping to save the customers
time for their busy lives.
Sohns Consulting has created this #RethinkPinkRaleigh campaign to expand the
awareness of the company culture and values through the city of Raleigh, NC. With the
comprehensive and integrated marketing strategy that we have created, moms in Raleigh
will be happy to become a loyal customer of BOXED. This is mainly because of the focus
on slashing prices on female hygiene products to create more equality among products
for males and females.
By hiring Sohns Consulting, BOXED will see that expectations will be exceeded and
objectives will be met on time and within budget.
