This document outlines CVS's digital strategy for an upcoming holiday campaign. The campaign goals are to increase sales, become the most used pharmacy, and reach their target audience of mainly women ages 16+. CVS will use Google Adwords, Facebook, and Twitter ads focused on their partnership with Hallmark and a "Your Hallmark Holiday Starts Here" message. The total budget is $44,650, with $40,000 going towards a digital agency and the remainder split between Adwords and Facebook ads over a 4 week period in December.

1. Digital Strategy
Lauren Winship

2. Target Audience
Key Performance Indicators
Big Idea
Tools and Tactics
Budget
Summary
Agenda

3. Public Mainly
ages 16+ Women
Target Audience

4. Google
Facebook Twitter
Adwords
Key Performance
Indicators

5. Become Increase
Promote the
Most Used Holiday
Positives
Pharmacy Sales
Big Idea

6. Holiday
Partnership with Campaign “Your Social Media
Hallmark Hallmark Holiday Outlet Ads
Starts Here”
Implementing Big Idea

7. Tools and Tactics

8. Google Adwords
• Keywords
• Increase Sales/Online CPC
Facebook
• Promote Holiday Campaign
• Increase Sales/Brand Recognition
Twitter
• Paid Advertising
• Increase Sales/Brand Recognition
Tools and Tactics

9. Digital Agency:
250/hr X 5day
Adwords: Facebook:
work week =
$10,000 X 4 $100/day x $50/day x
weeks = 31 days = 31 days =
$40,000 $3,100 $1,550 $44,650
Budget

10. Final Budget

11. CVS will start a holiday campaign
through Dec.
Goals: increase sales, become most
used pharmacy, reach target market
CVS will use Adwords, Facebook, and
Twitter for campaign outlets
CVS will partner with Hallmark for
promotions
Summary