ExxonMobil’s Pumped Up PlanBy Nate Darling

Target Audience

Who should ExxonMobil target?College students in the

engineering and sciences fieldsMales and females of all

nationalities and ages 18-26

Smart, driven individuals who want to change the world

What’s the Big Idea?

Covey to target audience that ExxonMobil:Supports the pursuit of higher

education for all individualsWants to promote the further

study and development of the fields of engineering and science

Believes that the youth of the world will make the biggest waves

What’s the Big Idea? cont.

Key Message:“ExxonMobil supports the

pursuit of higher education for the youth of the world because they will be the ones to change it.”

What’s the Big Idea? Cont.

What’s the game plan to achieve our goals?Use social and digital media to:

Target our target audience in ways that:Interest themConnect with themOver time, make them arbiters to other potential

customers of ExxonMobil to give the brand a chance

Tools & Tactics to Get the Job Done!

Facebook: Create boosted posts based on those

who have liked things relating to higher education as well as the fields of engineering and science

Instagram: The creation of sponsored ads on

Instagram will help ExxonMobil connect to its audience in a more visual format

Tools & Tactics cont.

Twitter: Continue strong presence. Possible weekly giveaways based on winners of math

and science based questions. Mobile:

Must connect to users on an emotional level. Give incentive to talk about ExxonMobil on the go

through multiple media outlets Internet Marketing:

Target science and engineering sites such as sciencedaily.com and engineering.com with strategic display ads

What Should Our KPI’s Look Like?

Focus on Social Media: Increase of Facebook page

likes Increase in number of Twitter

followers Change in average number of

Instagram posts Look at KPI’s individually to

see what worked while still seeing the overarching picture

Budget: Where Should the Money Go?

Earnings based on ExxonMobil’s 2014 Financial & Operating Summary: $32.5 billion

Budget breakdown for digital campaign.

*based on Leadgenix digital marketing calculator

Bringing It All Together

With a carefully chosen target audience, KPI’s, and budget laid out, ExxonMobil will be able to:Increase its gas station

usageIncrease public opinionIncrease profits for 2016