Digital Strategy for ADV 420

1. By: Nora Oliver

2. Outline
3. Introduction
4. Target Audience
5. Key Performance
Indicators
6. The Campaign
7-8. Tools & Tactics
9. Budget
10. Summary

3. Chrysler’s Seek Something Better
Who are we? And what do we
want to do?
• Chrysler is one of the largest and most well-
known automotive companies in the world.
• For us to properly market ourselves to the
public, we need our strategies to be fresh
and diverse.
• Chrysler owns Jeep, Fiat, Dodge, and of
course Chrysler.
• The goal of the campaign is to expose
Chrysler’s brands, while making sure they
appeal to a younger/more diverse
generation.

4. Chrysler’s Seek Something Better
Target Key The Tools &
Audience Performance Campaign Tactics
Indicators
o Diverse demographics
o Young Adults - Men and
women (25-34 years of
age)
o Parents (with a focus on
mothers) 30-42 years of
age with young children

5. Chrysler’s Seek Something Better
Target Key The Tools &
Audience Performance Campaign Tactics
Indicators
o Increase webpage visits
o Engage younger and more diverse
demographics
o Success will be measured based SEO
o Promotion of the campaign will be vital to the
success
o We will increase awareness with effective SEO

6. Chrysler’s Seek Something Better
Target Key The Tools &
Audience Performance Campaign Tactics
Indicators
o Our campaign “Seek something better” – focusing
on younger demographics, therefore, we need to
market Chrysler as fresh and better than the
competition
o Campaign Goals:
o Expose the Chrysler brand
o Increase Chrysler's customer base
o Increase sales

7. Chrysler’s Seek Something Better
Target Key The Tools &
Audience Performance Campaign Tactics
Indicators
o The main tools for this campaign will be in form of social media
outlets.
o We will use outlets such as
Twitter, Instagram, Facebook, Vine, Pinterest, and our blog
and webpage.
o Facebook and Twitter will be used to keep customers
informed
o Our blogs and webpage will be used to for reviews, answer
questions, and promoting the Chrysler brand
o Twitter, Instagram, Pinterest, and Vine will be used for
contests

8. Chrysler’s Seek Something Better
Target Key The Tools &
Audience Performance Campaign Tactics
Indicators
Social Media Contest:
o Ask people to post their Chrysler stories on social
media sites.
o If people are going to share the product, they need
to be able to tell its story.
o That can be as simple as a clear statement about
what the product does, or as complicated as a
really interesting origin story.

9. Chrysler’s Seek Something Better
Budget Plan
Budget = $25 million
Digital marketing budget = $32,000 per month
• SEO (Search Engine Optimization) = $3,200 per month
• PPC (Pay Per Click) = $19,200 per month
• Social Media = $4,800 per month
• Email = $1600 per month
• Mobile = $1600 per month
• Content = $1600 per month
Incentive to post their favorite Chrysler moment
• $100 to the people with the best posts
Pay people to monitor Chrysler’s social media accounts
Cost of webpage ~ $5650

10. Summary
Through the “Seek
Something Better”
campaign, we plan to reach a
younger, more diverse target
market. This will be carried
out through social media
because young adults
gravitate towards it and use it
on a daily basis.
We believe that Chrysler will
be able to meet its goals
while at a limited budget.