Question

Promotion: Integrated Marketing Communications Strategy For Dollar Tree Company Info for Dollar Tree: Company Name: Dollar Tree Industry: Retail Headquarters (city, state, country): Chesapeake, Virginia, United States of America Year founded: 1986 Number of employees: 57,200 Annual revenue (estimated): $24.1B Major products and/or services: Household products, gifts, toys, books, and stationery items. Target customers: Lower-income consumers Distribution channel(s): Key competitors: Ross Stores, Big Lots, and Dollar General Messages: Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align to reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal. What's a good Primary Message? What's a good message pillar? What's a good Proof Point? What's a good call to action? Measurement (KPIs - Key Performance Indicators): How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful. Examples of KPIs: Total sales/revenue New/incremental sales Number of qualified leads generated Net Promoter Score Website unique visitors Number of registrations/sign-ups Impressions - views of content CTR - click-through rate Engagement - comments, likes, shares, page views, video views Followers - social media (Facebook, Twitter, LinkedIn, YouTube) Awareness Etc.

Promotion: Integrated Marketing Communications Strategy
For Dollar Tree

Company Info for Dollar Tree:
Company Name: Dollar Tree
Industry: Retail
Headquarters (city, state, country): Chesapeake, Virginia, United States of America
Year founded: 1986
Number of employees: 57,200
Annual revenue (estimated): $24.1B
Major products and/or services: Household products, gifts, toys, books, and stationery items.
Target customers: Lower-income consumers
Distribution channel(s):
Key competitors: Ross Stores, Big Lots, and Dollar General

Messages:
Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align to reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

What's a good Primary Message?
What's a good message pillar?
What's a good Proof Point?
What's a good call to action?

Measurement (KPIs - Key Performance Indicators):
How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:
Total sales/revenue
New/incremental sales
Number of qualified leads generated
Net Promoter Score
Website unique visitors
Number of registrations/sign-ups
Impressions - views of content
CTR - click-through rate
Engagement - comments, likes, shares, page views, video views
Followers - social media (Facebook, Twitter, LinkedIn, YouTube)
Awareness
Etc.

Added by Monica L.

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