1. New Digital
Marketing
Strategy -2012
By: Courtney
Sunstrum

2. ABOUT WEIGHT WATCHERS
 Founded in the 1960’s
 Weight Watchers does not tell you what you can or can't eat.
We provide information, knowledge, tools and motivation to
help you make the decisions that are right for you about
nutrition and exercise.
 To provide motivation, mutual support, encouragement and
instruction from our leaders, Weight Watchers organizes
group meetings around the world .
 Helping you make the positive changes required to lose
weight.
 Guiding you to make positive behavioral changes in your life .
 Inspiring you with our belief in your power to succeed .
 Motivating you every step of the way.

3. THE COMPETITORS
 J e n ny C r a i g
 PR, T V, Other Media
 Celebrity Representatives
 Online, Print Advertisements
 N u t r i S y s tem
 Image Library
- Celebrity representatives
- Individual before and after success stories
- Logos, packaging & food imagery
- Current online, broadcast and print advertisements
 E d i et s
 Online Magazines & Newsletters
 Co-branding and Sponsorships
 Video and Content Partnerships
 PR, T V and other Media
 Ecommerce and Subscription
 Affiliate Marketing

4. FIXING WHAT IS WRONG
 Weight Watchers currently sends out Emails to those that
have signed up to received their emails/e -newsletters
 However, it is not currently easy for people to “Opt -Out” of
these notices.
 Weight Watchers need to be following the CAN-SPAM act and
make it possible for their users to opt out easily.

5. THE KEY FACTOR
 Re-Use slogan from 2010 “Decide to Lose Weight for the
Last Time” on all advertisements for a cohesive strategy
across all marketing campaigns.
 This slogan is key: With pages such as Pinterest with inspiring
quotes, this motto has soared and become very popular.
 Also, mottos such as “2012 will be my last fat year” (Alternative word
to “fat” could be used) could be used around the New Years
Resolution Times. But still provides the same basis and goes along
with this strategy.

6. PINTEREST
 Uploading WW recipes, tips, tricks, and ideas for their new
Points Plus program
 As well as inspirational before and after stories. I’m thinking
there would be several “re -pins” in WW’s future, and all of
these pins, would link back to the Weight Watchers website
 Since WW encourages healthy fitness strategies combined
with their eating habits, pinning fitness routines could also be
beneficial.

7. MOBILE MARKETING
 Develop a “Meal Maker” app
 The idea is that the user can select what ingredients they have on
hand, and the WW app will incorporate those into a healthy meal with
step by step instructions
 It could also be helpful to include a barcode scanner into this app, so
instead of selecting the ingredients, the user could easily just scan
the barcode of their products.

8. WEIGHT WATCHERS WEBSITE
Changes to be Made What’s wrong with it?
 More interactive  No interaction
 Use a picture that is more
of target audience  Picture of kids & mom—
 Video on landing page? not relevant?
Perhaps use Jennifer
Hudson’s video  No Videos
 Make sure slogan is
incorporated  Just wants you to sign
 Upload of Your Own WW up, no links for
Stories information
 Contact Us forum: Email
Submission
 Add a discussion forum

9. MEASURING SUCCESS
 For Pinterest Strategy  Repins, Likes, and Followers will
make tracking success of the strategy quite simple
 For Mobile, Downloads of the new “Meal Maker” app will make
tracking the success of that simple
 Pinterest will also increase the activity to the Weight
Watchers website, so making the landing page more user
friendly and interactive should only encourage traf fic to their
website.

10. BUDGET ALLOCATION & TIMELINE
 Budget Allocation
 Mobile App Development-$150,000
 Website Makeover-Budget:$15,000 - $30,000
 Maintenace Allocation: $ 20 million {Jenny Craig spends $ 65
million on advertising total, so a fraction of WW budget
should be spent on Digital Campaigns}
 Timeline: Everything we have included can be done everyday,
of every year. By changing up the slogan during times such as
New Years, it is still incorporating the same theme, just more
specialized for that time.