Group#10 Boxed Marketing Campaign for D.C. Area

1. Group#10 – Market Gurus
Boxed Marketing Campaign
MARK, KONSUL
NANCY, GONZALEZ
NATEARAH, AUSTIN
SHAFIULLA, SYED MOHAMMED

2. Agenda
• Introduction
• Situation Analysis
• Competitors
• Target Audience Overview
• Campaign Strategy
• Campaign Strategy Execution
• Experience Strategy
• Media plan
• Budget
• Evaluation Plan

3. Introduction
“Boxed delivers the
products you love in bulk,
for the best prices.”
OUR CLIENT:OUR MISSION:
Develop an actionable
social media marketing
plan that will increase
traffic and sales.

4. Situation Analysis: Strengths
• Products moderately priced…in line with competitors (lower pricing on some items, higher on some items)
• Offers additional benefits over competitors …(Mostly) free shipping, no membership fee option
• Product selection known for high quality items
• Leading edge e-commerce system, solid supply chain, & digital warehouse fulfillment capabilities
• Well-respected private label brand positioned for continued growth (Prince & Spring)

5. Situation Analysis: Weaknesses
• Limited product selection, leads to customers finishing their shopping elsewhere
• Minimum order requirement
• Requires additional purchase from grocery or wholesale store for perishable grocery items
• Premium vs Regular memberships may generate customer confusion & negative sentiment

6. Situation Analysis: Opportunities
• Consumers driving toward omnichannel demand
• Increase on horizon for online shopping…70% of
consumers will shop online in 5-7 yrs
• Pervasive online shopping across generational and
socioeconomic consumer segments
• Most retailers “not ready” for digital people, processes,
& technology
• Opportunity to expand on concept of “curated”
products
• Leverage digital shopper insights to proactively refine
products available
• Grocery retailers struggling to seamlessly
integrate online and brick-and-mortar
channels
• Regional Brick-and-mortar grocery stores
struggling and some closing
• Aggregate income skewed more toward top
(oppty to focus on upper end of income
spectrum)

7. Situation Analysis: Threats
• Increase in competition as more grocery and big box stores offer pickup for online orders
• Omnichannel competitors (Brick & Mortar + Online presence)
• Upscale experience offerings at grocery stores (ex: wine tastings & cooking classes)
• Shrinking middle class (from 62% middle class households in 1970 to 43% middle class in 2014)

8. Competitors
Sam’s Club
Costco
Amazon
Food Lion
Safeway
BJ’s
Fresh Direct
Restaurant Depot
Online Shopping % by competitors :
Amazon 33.38%
Costco 2.07%
Sam’s Club 0.85%
BJ’s 0.26%

9. Target Audience Overview
Target Audience
1) Millennials
2) Affluent Families (targeted focus on Moms)
Geographic Segmentation Washington D.C. & Suburbs – 30 miles radius
Income Segmentation
Households with Income $200,000 and Over (10.08% of target area fit in this bracket)
Households with Income $150,000 to $199,999 :(4.78% of target area fit in his bracket)
Psychographic segmentation
Modern Millennial Moms & Dads with little time
Early AdapterTech Savvy Millennials
Influential Socialite Moms that OnlyWant the Best
Homebody that never goes to Store

10. Persona #1
Helene A, 31
About Helene :
• Managing Director of a large
financial firm worth 1.3 trillion
• Living with husband and 4-yr old
son
• Lives in high-rise
• Has been in the role for 3 years
• Annual income $185,000
She is a transformation leader and a
risk taker
• Likes to communicate via
WhatsApp,Text and email.
• Reads and listens technology
innovation books (audio)
How Helene finds vendors
• Trusts referrals from her friends
and family
• Word of mouth
• Attracts toWhatsApp messages
on vendors from friends
Why she buys from us
• Quick delivery
• Digitalized experience to
complete the transaction in few
steps
• Price
• Recommendations from experts
What she doesn’t like :
• Costco’s large quantity packs
• Amazon’s expensive price

11. Persona #2
LaDeitra C, 28
About LaDeitra :
• CEO of a Startup company worth of $30
mn.
• Has been in the role for 5 years
• Annual income is above $200,000
• Family – living with husband, 5 –year
old son and 2 year old daughter
• Involved in social organizations and
parenting groups
She is an innovator and a risk taker
• Likes to communicate viaText
and emails
• Reads management books
How LaDietra finds vendors
• Word of mouth
• Promotional emails with good
deals
Why she buys from us
• Quick delivery
• Price
• Recommendations from experts
• Bundle office supplies with food
supplies
What she doesn’t like :
• Costco’s large quantity packs
• Delay delivery and cancelling
orders by the vendor

12. Top 4 Mommy Bloggers in DC area

13. Campaign Strategy
MARKETING OBJECTIVES
• Drive Brand Awareness
• Optimize search engine marketing to drive brand awareness and improve organic search result
occurrence by 65%
• Create Connections & Engage with theTarget Audience
• Increase Facebook, Instagram, &Twitter interactions (likes, shares, posts, comments) by 300%
• Attract New Customers
• Improve reach by 45% and attract new customers by partnering with local influencers (Mommy bloggers)

14. Campaign Strategy Execution
Phase I
30 days
Phase II
60 days
Phase III
90 days
Organic Content Reach Create an account with Biz Sugar to share,
curate, and interact with online
communities and with LinkedIn Publishing
to begin publishing on platform for
targeted audience.To increase website
visibility and website traffic.
• Review data on community votes
• Review website traffic
• Review data on community
votes
• Review website traffic
Facebook #inspire with CEOChieh Huang to
generate large amount of followers.
• Review “likes” and shared posts
• Review shared interactions
PromotionalAdvertisement Begin Share entries promotional ads: photo
contest of the “#BOXEDexperience” Invite
customers to share their stories on the
activities they did with their families
instead of shopping at Costco or similar
stores in return for coupons and
promotions.
Share entries: photo contest of the
“#BOXEDexperience” begins.
Announcement of contest
winners of Share entries: photo
contest of the
“#BOXEDexperience” ends.
DIYVideos Begin Live DIY videos promotional ads:
offering users surprise offers and prizes;
prompting users to follow the Boxed page
more closely.
• Review “likes” and shared posts
• Review shared interactions
Ongoing endeavors Partnering with Local Influencers (mommy
bloggers) and Customer Loyalty Programs:
to generate large amount of followers and
brand awareness throughWOM tactics.
• Review “likes” and shared posts
• Review shared interactions
• Review “likes” and shared
posts
• Review shared interactions

15. Experience Strategy
● Invite customers to share their positive experience shopping with Boxed on social media in the form of videos &
photos in return for Boxed promotions & deals.
● Create a video series about what customers can do with the time they save shopping with Boxed. “The 2 hrs
you spent shopping you could have…” Invite customers to share their stories on the activities they did with their
kids instead of shopping at Costco in return for Boxed deals and gifts.
● Setup an ongoing contest series that invites people to share their worst shopping experience ever while going
out shopping.This can include things like bad traffic, long lines, and parking. Setup a poll or vote so Social
Media users can vote on who had the worst experience. Boxed can offer a prize to the top 5 winners so they are
‘righting the wrongs’ of these victims of shopping.Create hashtags to go with the contest posts that use the
Boxed company name so the contest is associated with Boxed.
● Share more educational and informational posts across all social media platforms that is family orientated. Use
more external links so Boxed doesn’t come off as too self-centered & self-promotional. Share 80%
informational, educational, and entertainment material while reducing self-promotional ads to 20%. Use real
pictures with great graphics on all ads. Ditch current over-animated ads. Current ads are too commercial like.
● Share more Social Responsibility related posts and stories.The ‘Boxed Wedding’ video in 2017 was a huge success. 87%
of Americans will purchase a product because a company advocated for an issue they cared about.
● Share more inspirational interviews by the CEO Chieh Huang. Entrepreneurs on social media are generating large
followings. Some of the top posts for 2018 for Boxed, have been interviews with Chieh Huang. His success story has a lot
of value and can be used to generate content for Boxed.
● Increase the amount of Quiz, Puzzle,Trivia, Prize, & Giveaway posts across all social media platforms.These
types of posts made up 7 out of 10 top posts for Boxed on Facebook in 2018. In fact, these 7 posts made up over
50% of Boxed’s total interactions on Facebook for the entire year of 2018 according to our own analysis of
Boxed’s Facebook page. Fun social media games generate entertainment value to users. Everyone loves a prize
and the data shows it.
● Use more live videos to surprise and engage social media users. People who tune into live videos would be
offered promotions and deals that only live viewers would be eligible for.This would prompt users to follow the
Boxed page more closely to catch the surprise offers and prizes.
Social Community Zone
Social Publishing Zone
Social Entertainment Zone

16. Media Plan
Create a partnership with local influencers to boost sales and customer trust
Create successful campaigns through use of customer loyalty programs, DYI videos, user-
generated content (UGC).
Action Plan for SuccessfulCampaigns:
-YouTube channel: DYI videos using local influencer(s)
-Customers loyalty program: Stakeholders being offered incentives (gifts or discounts) for
customer referrals
-UGC: Customers/Fans creatively posting photos/videos of Boxed company products
-UGC Incentives: special discounts; giveaway contests, etc.
Action Plan for local influencers:
- Influencer Salary: Set up compensation plan; flat rate with possible commission payment
- InfluencerAdvertisement: Complimentary products from company; to personalize company bra
- InfluencerGiveaways: Product Giveaways to promote customer trust and loyalty
Vehicles for local influencers:
-Facebook: PaidAds (average cost: .27 cents per click)
-Earned Media: BizSugar (online community) and LinkedIn Publishing ( publishing platform) (free
service)

17. Sample of Promoted Posts
Boxed vs Costco
Sample of Promoted Posts
Boxed vs HelloFresh

18. Budget
$125,000, 50%
$45,000, 18%
$10,000, 4%
$10,000, 4%
$10,000, 4%
$25,000, 10%
$25,000, 10%
Campaign Budget
Influencers Facebook Instagram Twitter Pinterest Charity Events Product Donations

19. Evaluation Plan
Current analysis using web analytics websites & own evaluation of Boxed Facebook page
1) Average interaction per Boxed Facebook post in 2018 is 78.3. With top 15 posts from 2018 removed, average
interaction per post drops off to 29.5
2) Average sharing of 2018 Boxed Facebook posts was 6.8 shares per post. 28.1% of 2018 Facebook posts had 0
shares. 72.7% of posts had less than 5 shares.
3)There were 565,588 search visits between August & October 2018. 49.75% Organic and 50.25% Paid.
4)Total website visits for August through October 2018 is 3.676 million. 3:56 average page visit time. 6.06 pages
viewed per visit average.
5) Boxed’s Facebook page had a fan growth of 103,520 followers through out 2018. Boxed’s Instagram page had a
fan growth of 5,200 throughout 2018. Boxed’s Twitter page lost 23,740 follower throughout 2018.
6) 65,000 social visits for August through October 2018. 84.97% of all social visits came from Facebook.

20. References
Davis, J. (6, September, 2017). 7Tools to HelpAmplifyYour Organic Content Reach. Social MediaToday. Retrieved by:
https://www.socialmediatoday.com/marketing/7-tools-help-amplify-your-organic-content-reach
Kecsmar. Z. (13, September, 2016). 5Ways to PromoteYour Products on Facebook. Social Media Examiner. Retrieved by:
https://www.socialmediaexaminer.com/5-ways-to-promote-your-products-on-facebook/
Social Baker. (2018). Analytics of Boxed vsCostco promoted posts and organic interactions. Retrieved by:
https://suite.socialbakers.com/601913/analytics/fb/overview?v-demo=1&c-d1=last-30&c-t1=0&c-t2=0&c-t3=0&c-t6=1&c-
t4=0&c-t11=d&c-t5=0&items=12561641
Tuten,T. L., & Solomon, M. R. (2018). Social Media Marketing: 3rd Edition. LosAngeles: Sage Publications Ltd.