NMDL FALL 2015

1. ExxonMobil’s Pumped Up Plan
By Nate Darling

2. Target Audience
Who should ExxonMobil
target?
College students in the
engineering and sciences
fields
Males and females of all
nationalities and ages 18-26
Smart, driven individuals who
want to change the world

3. What’s the Big Idea?
Covey to target audience that
ExxonMobil:
Supports the pursuit of higher
education for all individuals
Wants 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

4. 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.”

5. 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 them
Connect with them
Over time, make them arbiters to other potential customers of
ExxonMobil to give the brand a chance

6. 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

7. 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

8. 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

9. 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

10. 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 usage
Increase public opinion
Increase profits for 2016