1. Whole Foods Market
Digital Campaign
Olivia Kornack

2. Target Audience
 College students aged 18-23
 Currently have nothing aimed toward this audience
 Perfect group
to target

3. Key Performance Indicators
 Establish strong brand recognition as a store that
provides healthy and organic products and fits the
budget-conscious lifestyles of college students

4. Key Performance Indicators
 Encourage students to choose Whole Foods as their top
store to purchase groceries, and convince them that
paying a little more for their products is worth it

5. Big Idea
 Gain potential
customers from a
new demographic
 Needs to promote
deals and discounts

6. Tools & Tactics:
Social Media
 Facebook & Twitter
 Engagement with audience
 Instagram
 Contests that lead
to interaction
 Pinterest
 Board just for
college students

7. Tools & Tactics:
Mobile
 College students constantly use mobile devices
 Loyalty program

8. Budget
 $300,000
 Used for social media and mobile expenses

9. Summary
 Present in the digital world
 Critical to expand their target audience
 College students are perfect for a digital campaign

10. References
 http://www.pinterest.com/wholefoods/whole-kidsfoundation/
 http://www.wholefoodsmarket.com/missionvalues/caring-communities/community-giving