ROLD GOLD PRETZELS // PEPSICO.

Transcription

1 ROLD GOLD PRETZELS // PEPSICO. JEN JAMES MARKETING OPTIMIZATION BRIEF INTERNET MARKETING MAY 2014 JAMES 1

2 Part 1 Organization and Customer Discussion. (1.1) MISSION, PURPOSE, SIZE, RESOURCES For my marketing optimization brief, I have selected Rold Gold Pretzels as my product. Rold Gold is a pretzel snack line that is manufactured and marketed by Frito-Lay Inc., which is a subsidiary of parent company PepsiCo. PepsiCo s overall product portfolio consists of a total of 22 brands including beverages and a diverse range of snack products. PepsiCo s mission statement is to be the world s premier consumer products company focused on convenient foods and beverages. Their vision is to put into action through programs and focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. PepsiCo s core business purpose serves to be committed to achieving business and financial success while leaving a positive imprint on society- delivering what we call Performance with Purpose. PepsiCo Inc., is the 2 nd largest food and beverage business in the world, with over 290,000 employees. Resources of the organization include PepsiCo Americas Foods, PepsiCo Americas Beverages, and PepsiCo International. PRODUCT The product that will serve as the main focus of my marketing brief is Rold Gold Pretzels. In comparison to other brands, Rold Gold is currently the leader in the pretzel industry. In order to maintain this good standing, the company needs to increase interest in the pretzel category and particularly more interest in Rold Gold products. Because more consumers are becoming increasingly health conscious about the foods they are starting to eat, pretzels can be a great alternative to the typical salty, junky snacks. This is a great opportunity for Rold Gold Pretzels to increase sales and market share in the healthy snacks and pretzel category. JAMES 2

3 PRICING, DISTRIBUTION, PROMOTIONAL ACTIVITIES Rold Gold has already established a fairly diversified product line. Typically, the pricing depends on the size of the bag. For example, a normal 16-oz bag has a suggested price of $2.98. Distribution for their products is mostly through retailers, mainly grocery stores and convenience stores. In addition, many of Rold Gold Pretzel products are sold in vending machines, which are located in many areas such as schools, office buildings, malls, etc. Rold Gold also offers a selection of their products to be purchased online. Promotional activities for Rold Gold focus on quality-conscious ideals of the brand and care for its consumers. Rold Gold does a good job of promoting its products by introducing new product flavors, shapes, and types of pretzels (e.g. Cheddar blend, Honey Wheat, Peanut Butter Dipped, Stick Pretzels, Thins, Braided Twists). BRAND NARRATIVE The Rold Gold brand prides their company on baking authentic, great-tasting pretzels. We start with quality ingredients and bake our pretzels with old-world care to deliver the robust, hearty flavor you expect from Rold Gold pretzels. Rold Gold aims to provide the same, fulfilling, satisfied taste of salty snacks but with less the calories than the average bag of potato chips. The brand narrative seeks to promote healthy choices while still being able to indulge at any time of the day with a salty treat. (1.2) ECOSYSTEM There are several key players in the PepsiCo ecosystem. PepsiCo is a member of numerous industries and trade group partners with various nonprofit organizations and nongovernmental organizations (NGOs). Some group memberships that PepsiCo is apart of include the World Economic Forum, Consumer Goods Forum, American Beverage Association, and Snack Food Association. These groups provide a great representation for PepsiCo in the food and beverage industry and help develop consensus among varied interests. JAMES 3

4 KEY STAKEHOLDERS, MARKETING PARTNERS, DETACTORS Key stakeholders for the PepsiCo organization include consumers, communities, employees, customers, investors, partners, and suppliers. PepsiCo delivers to their stakeholders: We interact with a wide range of individuals, groups and advocates who represent community, environmental and social interests. We touch the lives of many people through our businesses. We welcome honest discussion with individuals, groups and advocates who represent community, environmental and social interests. Issues of concern brought to the attention of PepsiCo will be considered with a view toward our businesses and our sphere of influence. We interact with many stakeholders. KEY COMPETITION Although Rold Gold is currently the leading brand in the pretzel industry, the company still has competitors to remain aware of. The primary competition for Rold Gold is not specifically another brand of pretzels, but rather other salty snack foods in the market. There are many varieties of salty snack foods including crackers, chips, nuts, and popcorn. These different products are all considered different forms of competition, which can significantly take away sales and market share from Rold Gold. However, their secondary competitors are additional pretzel brands such as Snyder s of Hanover, and other private label brands within the pretzel category. DIFFERENTATION A key point of differentiation for Rold Gold is the ability to sell the idea of being a healthful alternative to salty snack foods in the market. To differentiate themselves from others in the salty snack market, Rold Gold will have to rely on the brand loyalty and the strong brand associations it already has established within the pretzel industry. Since they are currently the leader, Rold Gold can use this advantage to further increase their market share. (1.3) JAMES 4

5 CUSTOMER SEGMENT TARGET In order to maintain the role as leader of the pretzel category, Rold Gold will need to focus on a specific customer segment to target. Demographics for this segment include adults 25-54, gender neutral, married, household income of at least $50,000, and are medium users of eating pretzels. Psychographics for the customer target include hard working, on the go, professionals, busy, health conscious, and quality conscious. Technogrphaics for this segment include digital-savvy, tech-savvy, and those who are actively using social media platforms. CUSTOMER JOURNEY Tia (42 years old) and Henry (45 years old) are a typical couple that have been married for 10 years, and live in the suburbs of Irvine. Tia has two children, Travis (6 years old) and Parker (9 years old). Parker s birthday is next month and he is turning 10. He is planning on having birthday party at his house, so Tia needs to come up with fun party snacks to cater to all the hungry kids. She gets on her computer, researches healthy party snack ideas, and discovers a list of ideas that involve pretzels! She takes great interest in this list because Tia is trying to be a good role model to her kids and eat healthy, so she thinks would be a great alternative to the typical potato chip. Tia works as an Interior Designer so she is constantly on the go meeting with clients. Tia and Henry both make a decent amount of income so they can live comfortably. On Tia s spare time, she likes to take part in active things such as working out, hiking, taking her kids to soccer practice, and spending times with her neighbors. Because Tia is always on the go, she is constantly using her phone and ipad to check her , texts, or browse the web to keep up to date on any interior design trends. Her favorite social media platforms are Facebook, Pinterest, and Blog sites such as Fitness.com. Tia has become proficient with all her Apple products and its features; so you can consider her tech-savvy. As she tries to maintain a healthy lifestyle while always in and out of the house, she makes a trip to her local convenience store to pick up a bag of Rold Gold pretzels as an alternative to the typical junk, salty snack foods. JAMES 5

6 (1.4) CONSUMER EXPERIENCE & NARRATIVE The consumer experience and narrative I intend developing is to grow, promote, and inform consumers of all the health benefits pretzels offer in comparison to the salty snack foods category. I will articulate this consumer experience by coming up with new platforms for different activities engaging consumers to focus on a healthy and active lifestyle. Overall, the consumer experience for any brand should be engaging and have a strong online presence where consumers can interact and become more involved with the Rold Gold brand and its products they offer. As for their current website, Rold Gold does not have much compelling content to keep consumers engaged or encourage new users to view the site. Their website can only be found on the main Frito-Lay website. This can be problematic for consumers because it does not have reasonable flow, consistent navigation, and correct content. Part 2 Analyze the current UX and optimization of the client web site. (2.1) CURRENT UX EXPERIENCE The current UX and optimization of the client website is extremely product focused, as it mainly focuses on Frito-Lay in general. There is very little emphasis or promotion on Rold Gold Pretzels. The main Frito-Lay webpage provides a variety of items for consumers to engage with. There are different links found throughout the site that allow consumers to discover more bout Frito-Lay and the products they offer. There are five main links on the home page: our snacks, recipes, your health, our planet, about us. Customers have the ability to learn different aspects of Frito-Lay allowing them to become more educated. With that said, these recommendations would be extremely useful for a website specifically centered on Rold Gold Pretzels. To ensure Rold Gold has an effective website, some factors to consider are page views (average time spent on site), a lower bounce rate, and JAMES 6

7 high engagement measures that allow users to interact with the content it offers. This is extremely crucial because consumer engagement increases when they feel like they can interact with the website, leading to a stronger connection with the brand. (2.2) AUDIT ACCESSIBILITY, INDEXIBILITY, POPULARITY, AUTHORITY & SOCIAL CURRENCY There is currently no client web site for Rold Gold specifically. Content regarding Rold Gold can be found on the main Frito-Lay website, along with the other products they own. However, I was able to find information and analyze the content that Rold Gold currently has on their temporary page. After imputing the web address in Google Developers, the results definitely show room for improvement regarding its present page. For Mobile, speed only generated a score of 49. In order to fix this, they could eliminate render-blocking JavaScript and CSS in the above the fold content, leverage browser caching, enable compression, and minify JavaScript. Rold Gold should also consider fixing optimizing images, minify HTML, and minify CSS. The User Experience for Mobile could also use some improvement with a score of 58. Recommendations to increase this score are to use legible font sizes, size tap targets, and configure the viewport. In addition, the Desktop also needs improvement. With a score of 59, some suggestions would be to enable compression, leverage browser caching, minify JavaScript, eliminate renderblocking JavaScript and CSS, optimize images, minify HTML, and minify CSS. All the content already created has appropriate title tags and keywords. Because Rold Gold website is non-existent, I would recommend to develop a microsite for the company. This microsite will allow for Rold Gold to solely concentrate on their brand specifically, featuring rich content and in-depth information. The microsite I intend to develop for Rold Gold will be able to have separate pages to inform consumers more about the company such as a story about the organization (PepsiCo), a page about the product being promoted, along with a few more pages with relevant blog articles or recipes. Each page would have attention grabbing headlines (Ex: Rold Gold Snack Pretzels). In addition, each of the pages JAMES 7

8 will have compelling content, attractive design, inviting images, and META tags and ALT tags. Examples for these META and ALT tags could be: healthy snack foods, Rold Gold pretzel recipes, healthy snacks on the go, Rold Gold pretzel twists, thin pretzel crisps. Lastly, it is important to include social media sharing to increase exposure and a better chance of visitors sharing the microsite with friends. The quickest way to increase popularity and initial traffic to the Rold Gold microsite is to launch an campaign promoting the page or fun a pay-per-click (PPC). Other links to owned media channels would be included on the page as well. This would be to their Facebook, Pinterest, Google+, Instagram, and Twitter accounts. It is extremely important to have a solid paragraph in the About section of these websites filled with keywords. I have assessed examples later in the paper to give you an example of what these particular sections would say. Cross-promoting the brand and including links to these sites will allow for Google to see that the Rold Gold brand is extremely credible and will allow for Rold Gold to appear in the SERPs page of Google. Part 3 Analyze contextual placement opportunities and identify appropriate keywords for use in a campaign. (3.1) KEYWORDS For good contextual placement opportunities, I have come up with key words that are highly relevant to the Rold Gold brand. In order to help me find which keywords would be the most beneficial, I used Google Adwords to help construct this keyword list. Here are the keywords I found to be the most important and relevant for constructing contextual placement opportunities. I have identified the relevance, competition, and monthly search in the US. JAMES 8

9 ROLD GOLD KEYWORDS Keywords Relevance Competition4 Monthly4 search4in4 US4 1 healthy'snack'ideas High healthy'snack'foods High quick'healthy'snacks Medium rold'gold'pretzel High rold'gold'pretzel'sticks Medium healthy'snack'options High rold'gold'cheese'pretzels Medium healthy'snacks'on'the'go Low rold'gold'mustard'pretzels Medium rold'gold'tiny'twists High rold'gold'pretzel'thins Medium snacks High rold'gold High healthy'snack'ideas'for'adults Medium 'calorie'snacks High healthy'salty'snacks High nutritious'snacks High healthy'packaged'snacks Medium healthy'afternoon'snacks Low good'snacks High healthy'late'night'snacks High honey'mustard'pretzels Medium healthy'store'bought'snacks Low pretzel'nutrition Medium best'pretzels High cheddar'pretzels Medium baked'pretzels High healthy'snacks High rold'gold'pretzels High rold'gold'pretzel'coupons Medium rold'gold'chocolate'covered'pretzel Medium' rold'gold'pretzel'recipes' High rold'gold'pretzel'nutrition Medium rold'gold'honey'wheat'pretzels Medium rold'gold'holiday'pretzels' Low rold'gold'mini'pretzels Medium rold'gold'pretzel'calories Medium salty'snack'ideas' High salty'party'snacks High good'salty'snacks High homemade'salty'snacks High low'fat'salty'snacks High salty'snack'mix Medium salty'savory'snacks Low salty'snack' High JAMES 9

10 (3.2) CONTEXTUAL PLACEMENT With the specific customer segment I have identified above, I have found multiple websites, blogs, and platforms that are most relevant to the target market. The criteria I have chosen to help illustrate my choices are exemplified through the demographics of each site, fit, search traffic, inbound links, Alexa Global Rank, and the contextual placement opportunities. I have created a table indicating the details for the 13 different websites. JAMES 10

11 Part 4 Develop an optimization plan to capture consumers attention and interest. (4.1) HEADING SECTION For the current page that Rold Gold has, it contains very little content. I have recommended appropriate keyword structure for file names, tags, and heading section of html. I have retrieved a screenshot of the current HTML. I have also provided a screenshot of the picture currently on the website. I have bolded appropriate keywords to include as the ALT text. Heading Below are the suggested meta keywords to add to the html header. <meta name="keywords" content="rold GOLD, healthy salty snacks, healthy snack foods, healthy snacks on the go, good snacks, rold gold pretzels" /> Picture <img src= logo.jpg width= 300 height= 200 alt= Rold Gold Thins Pretzels, Rold Gold Pretzel Thins, Healthy Snack Foods, Salty Snack Foods, Best Pretzels /> JAMES 11

12 I have also developed appropriate page content and recommended the creation of additional site content that integrates keywords. I have provided an example of the content developed for one page of the client website. You will be able to identify the keywords that I added as they are highlighted in bold. Suggestions for updated text, including new use of key words in bold, is as followed: The ROLD GOLD brand prides itself on baking authentic, great-tasting, healthy snack pretzels. If you were looking for a healthy snack, look into trying our Rold Gold Pretzels. These are a great option if you are looking for healthy snack ideas, snacks on the go, or late night snacks. We start with quality ingredients and our baked pretzels are prepared with old-world care to deliver the robust, hearty flavor you expect from ROLD GOLD Pretzels. Our pretzels come in a variety of types, shapes, and flavors, such as 100-Calorie Snacks, Road Gold Pretzel Thins, and Honey Mustard Pretzels. These nutritious snacks are one of a kind and the best pretzels you will ever eat! JAMES 12

13 (4.2) FACEBOOK PAGE Frito-Lay has an extremely strong brand presence on their Facebook Page. The organization s page has a total of 1,542 PTAT and 2.3 million likes. Because of its already established brand presence on Facebook, I am going to compare it to Rold Gold s individual page. Currently, Rold Gold Pretzels has a total of 78,461 likes and 10,511 PTAT which is relatively low compared to the rest of Frito Lay s products. In addition, Snyder s Pretzels, who is their biggest competitor in the pretzel industry, is currently ahead in total likes and PTAT. With that said, there is much improvement for optimization of the organization s Facebook Page. Rold Gold Pretzels About section is rather brief, as it only touches on the purpose of the organization s page and mission statement. In order to optimize, Facebook should add more content to their About section including key words. I would use similar content to the Rold Gold microsite. Here is an example of what the About section on Facebook should look like. About: Introducing the ROLD GOLD fan page. Take a gander, share some savory pics and keep updated on your all-time favorite pretzels. These nutritious snacks are one of a kind and the best pretzels you will ever eat! We start with quality ingredients and our baked pretzels are prepared with old-world care to deliver the robust, hearty flavor you expect from ROLD GOLD Pretzel. Our pretzels come in a variety of types, shapes, and flavors, such as 100-Calorie Snacks, Road Gold Pretzel Thins, and Honey Mustard Pretzels. The ROLD GOLD brand prides itself on baking authentic, great-tasting, healthy snack pretzels. If you were looking for a healthy snack, look into trying our Rold Gold Pretzels. These are a great option if you are looking for healthy snack ideas, snacks on the go, or late night snacks. JAMES 13

14 My recommendations to increase optimization on the Google SERP and Facebook Graph Search Results are to create content that engages more with consumers. To create stronger engagement, I would recommend that Rold Gold create more promotional activities or sponsored events that consumers can interact with. For example, a great opportunity for an event is to promote National Pretzel Day. Because it s a national holiday, the event can be held in all areas of the US. The event could consist of setting up tents in different cities located throughout the US and hand out free samples of pretzels, host games, and give out goodies. This event could be a great opportunity for the organization because it will create more brand awareness and get people talking about the event. Rold Gold will encourage consumers to like, share, post pictures, and check-in at the location of the event. To help do this, Rold Gold can create a specific hashtag such as #RGNationalPretzelDay to further encourage consumers to post and share their content on the web, therefore creating more popularity to its Facebook Page. Popularity will increase due to all the different people checking in at the event, tagging pictures, ad posting about how much fun they are having that will link directly back to Rold Gold s Facebook Page. Rold Gold has a fairly small presence on Google+. On the main profile page, there is no info on the About section. In order to optimize activities, the Google+ page should first start out by providing general information regarding Rold Gold Pretzels (products offered, history on foundation, mission statement). In addition to increasing optimization activities, Rold Gold should add links to other owned media platforms (Facebook page, main organization website, Pinterest page, YouTube page etc.). JAMES 14

15 It is important to make a Google+ page because it will give Google more authority and increase its relevance. There are three main ways to use Google+ to increase search rankings. To optimize for search ranking, Rold Gold must focus on a strong SEO Title and customized URL. Next it s important to focus on the SEO Meta Description. This part combines your tagline and the first two sentences of your introduction. JAMES 15

16 Lastly, it is important to have Google+ authorship. This serves as an important ranking factor and each tag lets Google know you created it. We can set up Google+ authorship by entering the Rold Gold contact address. Another step to ensure full optimization is through posting content. When posting content to Google+ it is important to share a summary of the content Rold Gold is linking to and share content with existing circles. I would use the same content for Rold Gold s Facebook About page along with the same keywords that are highlighted in bold. PLATFORMS One platform that would be beneficial for Rold Gold is to create a Pinterest page. This platform would be extremely useful and appeal to the consumer target segment of women between the ages This platform would be a great source for married moms who love to discover fun, new recipes that you can make with Rold Gold Pretzels. The key to having a successful Pinterest SEO value starts with choosing the appropriate username. For instance, roldgoldsnacks would be a great URL/username. JAMES 16

17 Next it is important to have relevant keywords in board names. Some examples of board names could be: Holiday Recipes, Quick & Easy Recipes, #RGNationalPretzelDay, Special Occasions, Chocolate Recipes, etc. Here are some examples of what these boards would represent. Another thing to ensure the pin board is at full optimization is by linking Rold Gold s Facebook page. By posting on the Facebook page about the organization s Pinterest presence, users who are already fans on the brand will immediately know to follow the Pinterest site as well. This will be a great way to cross-promote the brand and signify to Google that Rold Gold is a trusted source of information. Lastly, in order to send traffic to the Pinterest site, the account must be interactive with its audience. This would be to repin, comment, and like other pins, eventually building relationships and creating an engaged following that would be willing to share Rold Gold s content. A second platform for Rold Gold would be to create an Instagram platform. This would be a great site to choose from because you will be able to link both the Pinterest and Facebook accounts to the Instagram page. This again will cross-promote the brand. To fully optimize the organization s page, related hashtags must be used. Hashtags are very important on Instagram because they can dramatically impact your post engagement. Using the Tags For Likes app, the most popular hastags for food are: #food, #yum, JAMES 17

18 #instafood, #TagsForLikes, #yummy, #instagood, #sweet, #tasty, #foodie, #delish, #foodpics, #eat, #hungry, #foodgasm. After a cool picture is posted on the account, you would use keywords as your comment and hashtags. Here is an example of what a normal post would look like: However, its important to keep in mind that Instagram only allows a maximum of thirty hashtags per post. The use of more hashtags will allow users searching specific hashtag keywords like food or snacks at that given moment will be served up your picture as the most recent post. Using the Tags For Likes app can help optimize Instagram posts for maximum engagement! The third platform I would suggest would be to submit a comment to a top blog food site. Submitting an informative comment to a credible blog site will stimulate awareness and trustworthiness of Rold Gold s brand to the public quickly. The comment I have written is in response to a comment on a discussion thread. By responding to this JAMES 18

19 comment will allow people to see that Rold Gold is a great alternative to the typical salty snacks. Here is an example of a discussion thread that I found on CNN regarding unhealthy snacks. I have provided an example of a comment that I would reply to. Link: Ex: JAMES 19

20 Here is an example of a comment I would write back in response: The reason for this comment will provide as a source for Google to find Rold Gold more credible. Making it more credible will mean the company is more likely to appear, while creating backlines to Google since words are relevant. Some keywords that were used in the comment: pretzels, healthy snack foods, salty snack ideas, quick healthy snack, nutritious snacks, and pretzel recipes. I have also tagged Rold Gold Facebook Page, Google+, and Pinterest to cross-promote the brand amongst all owned platforms. Part 5 Develop an advertising plan to capture consumers attention and interest. (5.1) GOOGLE ADWORDS CAMPAIGN When constructing a Google AdWords campaign, I have selected a daily budget of $15 per day through my chosen keywords. I have created two different campaigns JAMES 20

21 specifying wording, keywords, estimation of CPC and visual representation. The purpose of both these campaigns is served to attract health conscious consumers who need an alternative to the salty potato chip snack. The first example below is an example of a Google AdWords advertisement that will populate anytime a user searches for any of these key words: quick healthy snacks, rold gold pretzel, rold gold pretzel recipes, homemade salty snacks, salty snack ideas. These keywords are a perfect fit because they are closely related to the title ad I have chosen. This would be the most relevant word phrase when people are looking on Google to discover new recipes. The second example below is an example of a Google AdWords advertisement that will populate anytime a user searches for any of these key words: healthy salty snacks, Rold Gold pretzel thins, healthy store bought snacks, pretzel nutrition, 100 calorie snacks. As mentioned before, these words are the second group that would all be fairly relevant to one another if the term were searched. JAMES 21

22 KEYWORD CPC FOR ADWORDS CAMPAIGN (Ad group 1 quick healthy snacks, rold gold pretzel, rold gold pretzel recipes, homemade salty snacks, salty snack ideas; Ad group 2 healthy salty snacks, Rold Gold pretzel thins, healthy store bought snacks, pretzel nutrition, 100 calorie snacks) (5.2) ONLINE ADVERTISING: TWITTER Rold Gold has already developed a strong brand presence on its owned channels such as Facebook, Google+, Instagram, and Pinterest. However, they are still missing twitter. Rold Gold can use Twitter to engage consumers by ensuring that their tweets are reached among the appropriate audience. Keywords, geography, and device types are promoted through tweets. When a consumer retweets, clicks, replies, or favorites your Promoted tweet, you get charged. These promoted tweets will be based on a pay per click big process. The benefit of a Promoted Tweet is that it will show up on the twitter feed to users that fit Rold Gold s target market. An example of a Promoted Tweet could use is In honor of #NationalPretzelDay, come by the Civic Center from 1pm- 3pm for free complimentary bags! (link to event here). JAMES 22

23 (5.3) ONLINE ADVERTISING: ONLINE SITE Another place online for a good advertising placement would be on This is a great ad because it hits the perfect target segment. Demographics include males/females, ages 35-44, and social media enthusiasts who live an active/healthy lifestyle. In the Score Golden Access to Game Day Campaign, Rold Gold invested $300 and got 500 people to sign up for our weekly Newsletter, while enjoying a bag of NFL Limited Edition flavor pretzels! In order for a consumer to enter the contest, they must like, comment or some other form of engagement. The example of the ad can be a traditional banner on the top of the homepage of Rold Gold s website. Part 6 Develop a performance evaluation plan to determine the effectiveness of the proposed activities. (6.1 & 6.2) SUMMARIZE UX & NARRATIVE IN PARTS 2-5 The whole purpose of this Marketing Brief is to increase brand awareness of Rold Gold Pretzels. The consumer experience I intended on developing is to grow, promote, and inform consumers of all the health benefits pretzels offer in comparison to the salty snack foods category. All of the different campaigns and platforms I have created for Rold JAMES 23

24 Gold center on the focus of eating and staying healthy. The user experience I developed was the microsite, which will keep consumers engaged with the brand. I have added compelling content and key words so that it can increase their brand presence online. In addition, I have made all other platforms such as Facebook, Google+, Instagram, and Pinterest more engaging. Throughout the process of this marketing brief, I have recommended for Rold Gold a new microsite, suggestions for the UX experience, identifying key words, and composing campaigns. In the chart below, I have articulated key performance indicators that will be used to measure the success or failure of the recommendations in this report. ENGAGEMENT Key Performance Indicator Success Measures 1. Website engagement- photo sharing ü 300+ customers sharing photos of Rold Gold pretzels on website 2. Website engagement- reviews ü 100+ reviews on healthy snack/nutrition 3. Website engagement- recipes ü 250+ recipes of pretzel snack ideas DISPLAY ADS Key Performance Indicator Success Measures 4. Number of clicks/impressions ü 30% increase in click-through ads 5. Number of new units ü 15% increase in conversion rate JAMES 24

25 SOCIAL Key Performance Indicator 6. Number of likes/followers/subscribers 7. Number of actions/user-generated content (mention/post/pin/feed impressions 8. Number of recommendations/endorsements Success Measures ü 30% increase in Facebook fans/likes ü 40% increase in Pinterest pins/subscribers ü 20% increase in Instagram/Twitter followers 9. Number of interactions ü 60% increase in interaction on news feed impression SEO/SEM Key Performance Indicator Success Measures 10. Links to website ü 15+ links to website 11. Website engagement ü 20% increase in page views ü 10% increase in TSO ü 35% in Bounce rate 12. Monthly traffic to website ü 25% increase in new monthly visitors ü 30% increase in unique monthly visitors 13. Search engine ranking ü 30% increase in ranking 14. Ranking vs. competitors ü 20% increase in ranking vs. competitors JAMES 25