Apple wants to target new college students and young professionals aged 17-25 for their MacBook laptops. Their digital marketing strategy will utilize campus representatives, social media platforms like Twitter, Facebook and Vine, as well as Google Adwords. Key tactics include creating unique Vine videos, improving social media engagement, running Twitter ads and contests to increase sales, followers and "likes". The $300,000, 6-month campaign aims to make Apple seem more personable online to this target audience.

1. Apple Inc. Digital Marketing
Strategy
Kiley Turner

2. Apple Incorporated wants to find a
new way to digitally market their
MacBook's to a new target market.
The Starting Point

3.  New college students and young professionals
 Age range: 17-25
We want to target those who are looking for a reliable laptop
that will last al four years of college and beyond
Target Audience

4.  We will judge our performance mostly on:
 Percentage of sales increases
 Increase in Twitter followers
 Increase in Facebook “likes”
KPI-Key Performance
Indicators

5.  We want to show consumers Apple Inc. is
personable and interacts with consumers. To do
this, campus representatives will go around college
campuses sharing their products and letting
students test them out.
 We will utilize social media:
 Twitter
 Facebook
 Vine
The BIG Idea

6.  Google Adwords/SEO
 Social Media Outlets
 Twitter
 Facebook
 Vine
 Twitter advertisements/analytics
Tools and Tactics

7.  We will not only improve our own account by
interacting more with our followers, we will also
purchase promoted advertisements as well
 We want to become a more personable brand, and
to do this online, we need to respond and interact
with our followers
 Contests and giveaways will also be done to get
the word out
Twitter

8.  The recently popular app, Vine, will be used to
create unique, comical advertisements that will
target our market
 “Famous Viners” will promote Apple’s MacBook
in a creative, fun way
Vine

9.  The campaign will last 6 months and will cost
around $50,000 per month, resulting in a grand
total of $300,000
 %60 PPC
 10% SEO
 15% Social Media
 5% Mobile
Budget

10.  In conclusion, we want to create a strong online
presence for Apple Incorporated. (Our target
market, college students, are always online.)
 We want to show the world that Apple Inc. will
continue to be the best when it comes to laptops.