Post on 12-Apr-2017
Big Idea
• Move forward a+er the crisis • Remind customers of their
extensive history of serving customers for over 120 years
• Display ads and website homepage with 100+ baby faces to represent the history of Johnson’s
• Videos on social media and website featuring healthy adults who grew up using Johnson’s products
Image: h)p://www.jnj.com/caring/pa4ent-‐stories/tour-‐through-‐johnson-‐and-‐johnson-‐history
• Mainly parents and caregivers of infants and toddlers o Audience Persona: “New
Mom Nancy”
• Also need to focus on extending target market to people without children and to the parents themselves due to the versaElity of the products
Target Audience 1
2
1. h)ps://www.pinterest.com/pin/11822017749181452/
2. h)p://www.momzera.com
• Johnson’s needs to have a beFer distribuEon of content on each plaGorm and fully commit to responding to consumers
Social Media
• Only 2 language opEons o English and Spanish
• Inability to purchase products from website
Website
Images: h)p://www.johnsonsbaby.com
• Mobile site needs to have easier access to social media plaGorms
• Products should be displayed in a way that is more visually pleasing
• Promote sleep expert app for babies on social media plaGorms
Mobile Realm
• Should consider other key phrases and key words, so their website is closer to the top of search engine results: o “bath products for babies” o “lo4on for babies” o “baby advice” o “baby products”
Search Engine Marketing
• Overall traffic to website o Content and blogs should drive traffic
• Growth in email databases
• Add purchase opEon to website to track sales
KPIs/Metrics
Image: h)p://searchengineland.com/search-‐social-‐kpis-‐to-‐start-‐tracking-‐right-‐now-‐140085
• Allocate 6-‐12% of gross revenue to digital markeEng
• Large amount of budget on display ads and website to remind consumers of their history and trustworthiness
• Approximately 30% of their budget should go to SEM to increase the overall traffic to their website
• ImplementaEon should occur over a course of 12 months
Budget/Timeline
Image: h)p://www.marke4ng-‐mojo.com/wp-‐content/uploads/2014/11/Budget-‐icon.jpg
• The future will be bright if Johnson’s can reestablish the lost trust caused by the crisis
• This digital strategy will allow Johnson’s to expand their target market to people of all ages, remind consumers of their longstanding history and direct more consumers to their website
The Future of Johnson’s
Image: h)p://www.johnsonsbaby.com