The Fab Five team created a marketing campaign for Boxed targeting affluent mothers in San Diego. The campaign uses the hashtag #OutoftheBox and encourages consumers to create arts and crafts using Boxed packaging for social media contests. The goal is to increase brand awareness and customer loyalty through social media promotions, referral programs, and newsletters with shopping tips. Performance will be evaluated based on website traffic, sales, social media engagement, and customer retention.

1. ECHO Challenge
Client: BOXED
Team: The Fab Five
Brooke Ward Benjamin Woods
Abdul Mohammed Norberto Rodriguez

2. Meet our team Brooke Ward
Abdul Mohammed Norberto Rodriguez
Benjamin Woods

3. Table of Contents
 Executive Summary
 Elevator Pitch
 Introduction
 Situational Analysis
 SWOT Analysis
 Marketing Objectives
 Target Market Description
 Marketing Strategy Explanation
 Strategic Summary Chart
 Creative Campaign Strategy
 Message Strategy
 Instagram Content
 Facebook Content
 Pinterest / Newsletter Content
 Media Plan
 Editorial Calendar Sample
 Budget
 Evaluation Plan

4. Executive
Summary
 The goal of the Boxed is to make shopping easy, affordable, fun, and convenient for
their customers. To improve customers shopping experience, The Fab Five team is
planning to implement a digital and non-digital marketing campaign for Boxed by
choosing San Diego as the demographic segment. The main objective of this
campaign is to increase traffic to the Boxed main portal by promoting brand
awareness and increasing customer loyalty. The creativity of this campaign will be
tagline with the hashtag #OutoftheBox and will be targeted toward “affluent moms”
and children.
 The campaign will be optimized by using tactics to promote brand awareness
 Members are given discounts, promotional codes, referral links, and sign-up bonuses
 Contests will have unique rules & prizes to increase shares, followers, fans, & UGC.
 Digital media will run on social platforms
 Non-digital will be managed through various methods to fit the assigned budget
 The evaluation of the campaign will be measured by SMROI
 Whether it is kids school, work, running errands or involved in events, mom’s lives
are constantly busy. After managing all the activities, it feels like there is no fuel or
time for taking care of household needs and it will become an added hassle for
moms. Through Boxed, life can be made so much easier for a quick and stress-free
bulk shopping with great prices and amazing deals by using hashtag #OutoftheBox
Elevator
Pitch

5. Introduction
BOXED
• Online grocery provider that delivers products in bulk
• Product Categories range from grocery, cleaning supplies, liquor, wine, etc.
• Fast and free delivery on goods over $49
• No Membership Fee
• Booked online shopping model is perfect for busy mom
• Boxed distribution centers are in Nevada, NJ, Texas, California

6. SituationalAnalysis
San Diego
Population = 3.1 million (greater metro)
5th Wealthiest City in the U.S.
8th Largest City in the U.S.
BOXED INSTACART
(COMPETITOR)
Facebook followers – 265,605 219,675
Instagram followers – 55,300 47,100
COMPETITION
Instacart – Covers Over 684k San Diego Area Households
Brick and Mortar Grocery Stores – Over 30 Grocery Stores in San
Diego
This campaign will edge out the competition by using demographic segmentation
and geo targeting marketing towards affluent mothers in San Diego, who have the
financial means to pay for grocery delivery, but lack time to physically shop at the
local grocery stores.

7. SWOTAnalysis
Strengths Weaknesses
• No membership fees
• Free deliveries over $49
• Wide variety of products sold
• Lack of brand awareness
• A customer account is required to
view full product catalog
• Products only available in bulk
Opportunities Treats
• San Diego is 8th largest city in
U.S.
• San Diego is 5th wealthiest city in
U.S.
• Time optimization for customers
• U.S. economic outlook is healthy
• Organization acquisition by
Amazon or other large online
retailer
• Instacart.com (competitor) covers
684,000 homes in San Diego
• Business model dependent on gas
prices (shipping and delivery
costs) and health of economy
(discretionary spending by
customers)

8. Marketing
Objectives
Objectives:
• Increase internet traffic
• Increase Boxed sales
• Interactive brand experience
• Digital/non-digital
• Word of mouth marketing tactics
MARKETING TACTICS
#OutoftheBox Hashtag
Interactive Arts and Crafts Competition with Boxed Boxes
Discount Referral Links
Business Cards and Flyers with Promotional Codes
Cardboard Recycling Bins throughout San Diego, with a Boxed Logo Painted
on the Bin.

9. Target Market
Description
Age
❖ 2+ children under the age of 6
Interest
❖ Frugal and loves a good deal
Location
❖ San Diego, CA
Audience
❖ Working Mothers
Photo Courtesy
• Team Member: Brooke Ward’s Cousin Megan and her Kids
• Team Member: Brooke Ward’s Cousin Lindsie and her Kids

10. Marketing
Strategy
Explanation
 Increase Brand Awareness
 Maintain mission of Boxed: Make shopping for bulk easier,
convenient, and fun to focus on things that matter
 Provide competitive prices for bulk orders
 Availability of many products
 Push on Social Media sites
 Increase Customer Loyalty
 Hospitality online or phone
 Accurate, fast, exceptional orders
 Having products that people want
 Competitive prices
 Incentives
 User generated content on Boxed Social media

11. Strategic
Summary Chart
Strategic Objective Strategy Tactics
Increase traffic and sales
to the Boxed Website
from current and new
members.
• When someone needs to find a certain
product, one will typically use google to
find it.
• Ensuring that google has the most
updated information on Boxed would be
the first step.
• Purchasing Ad space from google.
• Creating ad space when
someone does a search for
grocery delivery Boxed website
is on the first page of results.
• This will then list all links
affiliated to Boxed.com, the
user can sign in or signup.
Increase Brand
Awareness
• Call to action from current followers/fans
to post their Boxed photos.
• UGC would then create more talk about
what Boxed really is.
• Create and maintain social
media platforms for Facebook,
Instagram, and Pinterest.
Creative Outreach • The use of hashtags, handles, and user
generated content would create an
atmosphere for more users to provide
their experience on using Boxed.
• Create a post with UGC.
• Include information about the
company with click-able links
to direct potential customers to
the website.
Contest • Create a creative campaign to showcase
all the uses that Boxed can provide to a
family.
• Posting to Social media with Hashtags
would get a buzz on the products as well
as the company.
• Creative competitiveness is a
great outlet to showcase a
person /family individuality.
• Those who enter have a chance
to win a $5 off coupon.

12. Creative /
Campaign
Strategy
 Social Media Contests: Hashtag #OutoftheBox.
 Rules:
 Must be designed with the Boxed box.
 Must be DIY.
 Must post picture with the correct hashtag.
 Must tag Boxed and 3 friends in post.
 Prizes:
 Most Creative: Receives reward points for free products.
 All participants: Receive a $5 off coupon.
 Publishing Content:
 Create a “How to” / “DIY” newsletter
 Example: How to stock a pantry for a certain season
 Winter, Hurricane, Thanksgiving etc.
 Referral Tactics:
 Referral Links
 First time sign-up bonus
 Referral Codes (personalized for each user)
 Both Referrer and New User will get a discount at time of sign up

13. Message Strategy
 Positioning Message
 Campaign Tagline: #OutoftheBox
 Out of the Box is a contest campaign that will be running on Facebook and
Instagram.
 Boxed consumers and their children will be encouraged to build/create
something unique out of the boxes they receive their goods in and post the
creation on Boxed Social Media Sites with the hashtag #OutoftheBox.
 Target Customer
 Working moms
 2+ kids
 Under age of 6
 Value Messaging
 Rewards of discount coupons
 Reward points to receive free home goods
 The value of creating something and spending time with their children

14. Instagram Content
Sample

15. Facebook Content
Sample
Photos Courtesy
• Team Member: Brooke Ward’s Cousin Megan and her Kids

16. Pinterest /
Newsletter Content
Sample

17. Media Plan
 Messages will run on Facebook, Instagram, and Pinterest weekly.
 They will include Motivation, “How To”, Comical, Promotional,
and Contest posts.
 Facebook will have a Like Page, Weekly/Daily Posts, Facebook Ads
(paid).
 Instagram will have a Page and Instagram Ads (paid).
 Pinterest will have a Board and specific DIY Boards.
 Boxed will also have an Email Subscription for our Monthly “How
To” articles.
 All social media pages will have a link that leads to the Boxed
website. The website is where they will order products and sign up
for monthly email newsletters.
Photos from:
• memesmag.com

18. Media Plan
Sample

19. Budget

20. Evaluation Plan
Characteristics Quantitative Measures Qualitative Measures
Activity (Input)
• Number of posts on Facebook, Instagram,
and Pinterest
• Types of Posts (Images/Videos/Blogs)
• Word of Mouth Subscriptions
• Rating on the posts
• Average Response time
• Daily/weekly post
• Content Alignment
• Audience centric content
Interaction
(Reponses)
• Number of Registrations/Sign ups
• Bookmark/likes/Rating/comments/post
• Followers/Fans/Friends
• Share/Referrals/Testimonials
• Deals/Discount Redemptions
• Engagements
• Recommendations
• Influence Links
• Buzz words
• Hashtags #
Performance
(Output)
• Customer Purchases
• Customer Value
• Average revenue per customer
• Share of Voice
• ROI
• Brand Loyalty
• Customer Satisfaction
• Quality perceptions

21. References
 Best Grocery Stores in San Diego. (n.d.). Retrieved November 23, 2018, from
https://www.airbnb.com/things-to-do/san-diego/essentials/grocery-store
 Boxed, About-us. (n.d.). Retrieved November 23, 2018, from
https://www.boxed.com/about-us/
 Carter, C. M. (2017, June 15). Millennial Moms: The $2.4 Trillion Social Media Influencer.
Retrieved November 23, 2018, from
https://www.forbes.com/sites/christinecarter/2017/06/15/millennial-moms-the-2-4-trillion-social-
media-influencer/#48ae88832261
 Funny Memes. (n.d.). Retrieved November 25, 2018, from
https://memesmag.com/funny-memes/funny-memes-top-21-wednesday-meme-11/
 Press Resources. (n.d.). Retrieved November 23, 2018, from
https://www.instacart.com/press
 San Diego, California Population 2018. (n.d.). Retrieved November 23, 2018, from
http://worldpopulationreview.com/us-cities/san-diego-population/
 Social Baker (2018). Boxed Analytics Period 10/16/18 through 11/17/18. Retrieved from
https://suite.socialbakers.com/601137/analytics/fb/overview
 Social Baker (2018). Instacart Analytics Period 10/16/18 through 11/17/18. Retrieved from
https://suite.socialbakers.com/601137/analytics/fb/overview
 Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing, 3rd Edition. Los Angeles: Sage.
 Turcsik 1, R. (2018, January 30). Boxed.com rejects Kroger offer. Retrieved November 25, 2018, from
https://www.supermarketnews.com/news/boxedcom-rejects-kroger-offer
 "QuickFacts San Diego City, California; UNITED STATES." Accessed November 23, 2018.
https://www.census.gov/quickfacts/fact/table/sandiegocitycalifornia,US/SEX255217#viewtop