Whole Foods Market is a supermarket chain founded in 1980 that operates 270 stores across the US and UK. It aims to educate customers about organic foods through social media campaigns. The document outlines Whole Foods' history and mission, challenges in competing against conventional grocers and higher organic food prices. It then discusses Whole Foods' current social media strategies on blogs, Facebook, Twitter and Flickr to promote its "Whole Life" message, and metrics like traffic, conversions and followers that will evaluate the $200,000 one-year social media campaign's success.

1. “WHOLE LIFE”
WITH WHOLE FOODS MARKET
ADV 892 Final Project
By Lingna Xia

2. COMPANY OVERVIEW
Opened in 1980 with a staff of 19 people;
Supermarket chain of natural and organic foods
270 stores in the U.S. and U.K
Mission
Whole Planet
Whole People
Whole Foods

3. CHALLENGES & GOALS
 Challenges
 People’s awareness of the benefits of organic foods
 Competition from the industry
 Higher price of organic foods
 Goals
 Educate its potential customers
 Increase brand awareness
 Launch social marketing campaigns online

4. CURRENT STRATEGIES
 Blog
 Facebook
 Twitter
 Flickr

5. “WHOLE LIFE” WITH WHOLE FOODS
 “Whole Life” online strategy
 Effectiveness
 Cost-effective
 Go viral

6. CHANNELS AND TACTICS
 Official website
 Blogging
 Facebook
 Twitter

7. CHANNELS AND TACTICS (CONT.)
 Video Campaign
 SEO

8. METRICS TO EVALUATE
traffic
Conversi
ons
Keyword
search
Visitor
Fans
Followers
Tracking

9. BUDGET FOR THE STRATEGY
 $200,000
 Employees
 Social media tools
 Monitoring and listening

10. TIMELINE OF THE STRATEGY
 Joint social media campaign for a whole year
 Intensified exposure with the seasonal products
 Coupons sent to attract viewers