3. Digital

Extension & growth

Goals & KPI:

Goal # 1: Revenue of 1 341 400$ (KPI: Revenue)

Goal # 2: Audience of 4 300 000 clients (KPI: The size of audience, statistics)

Goal # 3: The co-creation of tea packs “Your personal Voyage” (KPI: sales in «personal» category)

Goal # 4: Number of social network followers (KPI: 200 000 followers)

Sales estimation: 1 341 400 ($ per year)

Activities	Short description	Costs ($ per year)
Social Media	Support of Vkontakte group	12 314$
	Contextual advertising in Vkontakte	750$
Viral Videos	Through Vkontakte and Youtube	4500$
Website	Website support	500$
SEO	Promotion through main search engines	18 000$
Online supermarkets	Selling Wtea via online non-specialized shops	33 000$
OZON.ru	Product provision; logistics costs; delivery costs	1160 + 40% of sales (about 163000)
	TOTAL	$214 064

4. Event Marketing, Outdoor Advertising and Guerilla Marketing

Target 1: Rising Brand Awareness

Target 2: Consumer involvement. KPI: Consumers directly involved in our marketing activities - 100 000

Costs	Comments	Amount ($)
Event Marketing
Day of Tea		125 000 $
Film nights		52 800 $
“Afisha” Picnic		4 500 $
Outdoor advertising
Stickers in carriages (Moscow Underground)	Voyage brand communication	12 706$
Outdoor Billboards (1 campaign for 5 billboards for 10 days)	Voyage brand communication	7 500 $
Bus stations (8 stations for 2 weeks)	Creative Voyage brand communication	8 000 $
Advertising in S7 Airlines (inside 500 000 lunch boxes)	Creative Voyage advertising for S7 customers	46 875 $
Guerilla Marketing
Alice in Wonderland Promoaction		43 594 $
Advertising on escalators and Wissozky Adventure Lottery		54 375 $
TOTAL COSTS		355 350 $