MEMO

TO: Shea Rankin, Owner of YogaSix Indianapolis

FROM: Kayla Hayes, Digital Marketing Specialist
DATE: September 9, 2021
SUBJECT: Recommended Expanding Digital Marketing to News Media

This memo recommends that we expand our digital marketing campaigns in order to grow our
audience and gain new members.

You asked me to research different ways to expand our digital marketing efforts for the
remainder of 2021. Recent data from Pew Research Center’s “Network Center’s Fact Sheet”
discusses how companies use mostly digital advertising. The following sections will explain my
new recommendations.

Expanding Advertising on Digital News Outlets

The Pew Research fact sheet reported that news outlets attract almost 10 million unique visitors
every month. Video ads showed the largest growth of 30% since 2019. With our goal of
expanding digital marketing to a larger audience, producing video advertisements on a news
outlet with this type of traffic will increase our efforts in attracting new customers.

Increase Social Media Presence

Social media offers an effective way to attract and engage with customers. According to Pew
Research, 72% of the public uses some type of social media. I recommend that we focus our
efforts on posting consistently on Facebook and Instagram to build a following and using
sponsored ads targeting our demographic.

To conclude, given that most of our current members have heard about us through social
media, it would be wise to increase our presence on social media platforms. Putting more of our
marketing budget into the news outlets will continue to maximize our marketing efforts to our
target audience. I look forward to discussing these recommendations at Monday’s staff meeting.