Digital Promotion Plan for Paleo Diet Enterprises
Awareness and interest in the Paleo Diet and its related scientific research has
grown steadily since it was published in 2002. As more and more supporting evidence is
found to validate its philosophy, it is essential that current customers, as well as those
struggling with health and diet issues, are made aware of what the Paleo Diet can offer
them. The supporting books, The Paleo Diet for Athletes and The Dietary Cure for Acne
could also be reaching larger audiences and deserve to be publicized appropriately.
Because the company primarily reaches its customers online, a digital promotion
campaign is the perfect way to increase awareness of the products it has to offer. The
recent launch of the Paleo Diet Amazon store and the continued production of the Paleo
Diet Newsletter are the ongoing activities that will be highlighted through the proposed
Utilizing the online medium will not only allow the activities to reach their target
audience, but it will also allow all promotional activities to be tracked and measured to
ensure that they are producing cost-effective results. The campaign will create
opportunities for publicity and exposure while allowing the company to rightly profit
from the extensive research and information they provide.
Goals and Objectives
• Increase online sales from $2000/month to $3000/month
• Increase traditional media coverage and international exposure
• Generate 750 newsletter sign-ups per month (up from 500/mo)
• Increase web traffic from 125 to 200 visits/day
• Raise awareness about the Paleo Diet
Paleo Diet Enterprises is fully equipped with all the resources necessary to take
advantage of these promotional strategies and needs only to accept this proposal.
Generate sales and increase awareness and participation by starting an online promotional
campaign to promote the company’s web site, Amazon store and newsletter.
• Current newsletter subscribers and book customers
• Health-conscious adults
• Males and females age 18+ from all over the world
• Acne sufferers
• Dieters who have failed to keep the weight off or are dissatisfied with their
• The Paleo Diet is proven to help clients reduce their weight and keep it off.
• The Paleo Diet has been shown to decrease the risk for cardiovascular disease and
assist in the reduction of diseases like osteoporosis, hypertension, stroke, asthma,
• The Paleo Diet is the unique diet to which our species is genetically adapted, and
is based upon extensive scientific research examining the types and quantities of
foods our hunter-gatherer ancestors ate.
• Athletes can improve their performance by adhering to The Paleo Diet for
• Acne sufferers have seen results that last by following the guidelines in The
Dietary Cure for Acne
• A re-design of the newsletter will focus on keeping users up to date on
current news, events and tips related to the Paleo Diet.
The new HTML format will create an image for the brand that will be incorporated
across all communications, including the web site and any advertisements. All email
communications will work to be consistent, timely, engaging and scannable while
promoting web site traffic and product sales. Longer, in-depth scientific articles will be
offered in a quarterly e-zine as a yearly subscription or alternately at a per-issue price.
• Search advertising will be used to promote The Dietary Cure for Acne,
Acne Vulgaris: A Disease of Western Civilization, and The Paleo Diet
Search/text ads will focus on driving traffic from keyword searches while stealing away
traffic from other competing sites. The focus will be on driving traffic to the web site as
well as the company’s new Amazon store in order to increase online book sales.
• Press releases formatted for the web will highlight the company’s new
Amazon store, and the benefits of the Paleo Diet Newsletter. A social
media news release version will also be created to promote the newsletter.
These online releases will be directed towards bloggers as well as traditional reporters.
Multimedia and links will be provided to facilitate media coverage.
Below is the proposed calendar for the implementation of this digital promotion plan,
based on a June 2 campaign launch.
Week of May 5 Develop newsletter template
Week of May 12 Write news releases
Gather supporting pictures, quotes
Week of May 19 Develop Google Ad Words campaign
Week of May 26 Gain client approval of all projects
Week of June 2 Implement all campaign projects
Assessment of these projects will focus on meeting the stated goals and objectives.
Sales Activity – Sales for June will be compared with sales from May to determine if the
$1000 monthly sales increase was achieved.
Site Visitors – The number of unique visitors to the web site will be compared to the
previous average of 125 visitors per day to see if they have increased to the proposed 200
visitors per day.
Newsletter Sign-ups – Newsletter subscriptions will be calculated and compared to the
goal of 750 sign-ups per month
Media Coverage – Press coverage will be assessed to see if valuable connections have
been made and whether our press releases generated any stories.
The estimated cost for the entire digital promotion campaign is $1,300, including staff
time and direct out-of-pocket expenditures:
Staff time 50 hours @ $20/hr $1,000
Google Ad Words budget $10/day x 30 days $300
Total cost = $1,300