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Big Sally’s Drug Store
     Marketing Plan
Big Sally’s Drugstore:
      Current Snapshot                           Big Sally’s Drug Store

•     Industry magazines = $70,000/year
•     Website = $15,000/year
•     Print Campaigns = $36,000/year
•     Community Sponsorships = $30,000/year
•     Facebook Page = 160 Likes
•     Typical ROI = sales and people attending
      sponsored lunch and learns

Expectation: Locally owned and loved natural
supplement company trying to compete against
national brands without national distribution
                                                    Keeping you healthy,
                                                         naturally.
Strategy
Business Objectives
• Market lunch and learns sessions
• Digital reciprocity
• Make branding and name consistent
• Establishing an online store


Insights
• Eco-friendly people with holistic and natural
lifestyles “modern day hippies”
                                                             Big Sally’s Drug Store
• 25- 45 years old
                                                              Keeping you healthy,
• Earth-friendly lifestyles – strive to live eco-friendly,
                                                                   naturally.
naturalistic, communal
• Support local economy over big-box stores
Metrics
Success is defined as:
“To increase sales and profits by taking away market share
from big name retailers while still maintaining the reputation
as a community based company.

This will be accomplished by increasing the social footprint
of the Big Sally’s name online. There should be a direct
correlation between the number of friends, followers,
subscribers etc. and engagement level. The higher both of
these numbers are should translate into higher sales.”


Recommend Action
                                                                 Big Sally’s Drug Store
• Rebranding                     • Twitter
                                                                  Keeping you healthy,
• Create an online store         • YouTube
                                                                       naturally.
• Facebook                       • LinkedIn
Organization
Required Resources & Training
• Web Developer
• Skilled Community Manager and Warehouse
Manager
• Training for new staff on products
• Social media policy and strategy development and
training

Potential Barriers
• Inability to find proper staffing                    Big Sally’s Drug Store
                                                        Keeping you healthy,
Hub & Spoke Approach                                         naturally.
• “Centre of Excellence”- the Community Manager
will define the social media policy and strategy and
make these clear to all employees
Technology

Home Base        Outposts     Passports

• Main       •   Facebook    • Various
  Website    •   Twitter       Blogs
                              (to mostly hear
             •   Linkedin     what people are
                              talking about)
             •   YouTube
             •   Google
                 Analytics
Thank you!
  Questions?   Big Sally’s Drug Store
                Keeping you healthy,
                     naturally.

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Big sally presentation

  • 1. Big Sally’s Drug Store Marketing Plan
  • 2. Big Sally’s Drugstore: Current Snapshot Big Sally’s Drug Store • Industry magazines = $70,000/year • Website = $15,000/year • Print Campaigns = $36,000/year • Community Sponsorships = $30,000/year • Facebook Page = 160 Likes • Typical ROI = sales and people attending sponsored lunch and learns Expectation: Locally owned and loved natural supplement company trying to compete against national brands without national distribution Keeping you healthy, naturally.
  • 3. Strategy Business Objectives • Market lunch and learns sessions • Digital reciprocity • Make branding and name consistent • Establishing an online store Insights • Eco-friendly people with holistic and natural lifestyles “modern day hippies” Big Sally’s Drug Store • 25- 45 years old Keeping you healthy, • Earth-friendly lifestyles – strive to live eco-friendly, naturally. naturalistic, communal • Support local economy over big-box stores
  • 4. Metrics Success is defined as: “To increase sales and profits by taking away market share from big name retailers while still maintaining the reputation as a community based company. This will be accomplished by increasing the social footprint of the Big Sally’s name online. There should be a direct correlation between the number of friends, followers, subscribers etc. and engagement level. The higher both of these numbers are should translate into higher sales.” Recommend Action Big Sally’s Drug Store • Rebranding • Twitter Keeping you healthy, • Create an online store • YouTube naturally. • Facebook • LinkedIn
  • 5. Organization Required Resources & Training • Web Developer • Skilled Community Manager and Warehouse Manager • Training for new staff on products • Social media policy and strategy development and training Potential Barriers • Inability to find proper staffing Big Sally’s Drug Store Keeping you healthy, Hub & Spoke Approach naturally. • “Centre of Excellence”- the Community Manager will define the social media policy and strategy and make these clear to all employees
  • 6. Technology Home Base Outposts Passports • Main • Facebook • Various Website • Twitter Blogs (to mostly hear • Linkedin what people are talking about) • YouTube • Google Analytics
  • 7. Thank you! Questions? Big Sally’s Drug Store Keeping you healthy, naturally.