Sharpie Digital

Media Strategy

by Julia Fellows

Target Audience ↝ Graphic Designers ↝ YOUNG Graphic Design

Professionals ↝ Graphic Design Students

↝ Working in the United States

http://www.businessinsider.com/photos-artspace-office-tour-2012-01?op=1

Why Young Graphic Designers?

↝ Young = Future ↝ Untapped Market

↝ “The Cool Kids” ↝ The Digital

Generation

↝ The Social Media Generation

http://interactiveblend.com/blog/creative/free-adobe-cs6-vector-icons-download/

Big Idea 1.  Get young graphic designers talking about using

Sharpie products on social media outlets

2.  Increase sales to target demographic

3.  Make money!

Tools and Tactics ↝ Target influential design

bloggers ↝ 5 big bloggers ↝ Different kinds of posts ↝ Work showcase ↝ Product review

↝ Social Media Sharing ↝ Facebook ↝ Twitter ↝ Instagram ↝ Pinterest

Instagram User mutto

Tools and Tactics ↝ Sharpie Creations ↝ Ads of varying sizes ↝ 15 six-month ads

↝ Graphic design blogs ↝ Portfolio showcase sites

Kristen Caston Behance Portfolio

Key Performance Indicators ↝ Get young graphic designers to support Sharpie ↝ Gather demographic data on different social media

platforms ↝ Increase in followers

Key Performance Indicators ↝ Increase in sales to target demographic ↝ Increase in sales at niche specialty stores (e.g. art supply

stores) ↝ Survey of buyers at office stores (e.g. Staples, Office Max)

Budget Item Summary* Cost

Strategy 20 hours $5,000

Planning 15 hours $3,750

Building 20 hours $5,000

Implementation 40 hours $10,000

Management 30 hours $7,500

Paid Media 15 ads at $500 per month $7,500/month

Incentives for Bloggers 5 $100 packages $500

TOTAL FOR ONE MONTH**: $44,250

*125 hours total **NOT INCLUDED: sales to specialty stores and cost of surveys

Conclusion ↝ Get young graphic designers to talk about Sharpie ↝ See increase in Sharpie sales