Full Digital Strategy

By: Durant Crum

Goals

• 10% increase in revenue• Stretch goal of 20% increase in revenue• Increase in engagement on social media sites• Gain feedback from customers on testimonials

and experiences

Target Audience

The target audience for this marketing strategy are people from ages 25-65 both male and female who are interested in:

• Weight loss• Weight maintenance• Healthy living• Healthy eating• Exercise

Key Performance Indicators

• Return on Investment• Google Ad clicks to conversion• Google Analytics• Social Media interaction• Promotional sign up

Jessica Simpson

“Weight Watchers isn’t a diet or a quick fix. It’s a lifestyle that lets me eat what I want at home, at restaurants, wherever. Without feeling deprived. Every week I’m losing weight, every week I’m feeling better and better. And that keeps me motivated.

I don’t want to change who I am; I just want to be happy and healthy. A better version of me! With Weight Watchers I’m on my way. I’m doing it! And anyone can do it. Join me, and you’ll see.”

Internet/ Social Media • Website—www.weightwatchers.com • Facebook• Blog Articles• Instagram• Twitter

Print Media• Magazines• The Weight Watchers magazine subscription

• Billboards

Promotions• Free 3-month Trial Membership• Pinterest Context

Google Adwords• Example of advertisment:

• Headline: Lose and maintain weight• Content: Information on how to lose weight• Tag: URL directly to the Weight Watchers homepage• Keywords: healthy living, healthy eating, healthy weight, how to

lose weight, loss weight, maintain weight

Budget

Selling and Adminstrative Expense (3.3 mil-lion)Promotions (1.8 million)Social media (1.2 million)Print media (1.7 million)