Digital Marketing Strategy

Digital Marketing Strategy

New Media Drivers License Spring 2015By: Scotland Gourley

Background• A privately owned

company that first opened in 1992

• An outdoor equipment and clothing store

• Provides the highest quality outdoor gear, equipment and clothing

• Their core is wanting to help their customers be different, be active and adventurous, and accomplish amazing things

• Providing product satisfaction

Advertising Campaign• Create a marketing

strategy to increase Moosejaw’s presence by:

• Internet and mobile marketing

• Increase social media followings

• Free giveaways, events and Google Adwords

• Increase Moosejaw’s relationship with it’s customers

• Be known as the spot to help you go on adventures, find a new style and explore the outdoors

Target Market• Men and

women• Ages 18-35• Adventurers• Promoters of a

healthy lifestyle • outdoor

enthusiasts

Tools & Tactics• Social Media• Facebook • Instagram• Twitter

• Advertising• Google Adwords• Moosejaw Madness half

marathon

Key Performance Indicators

• Pay per click• Monitor online spending• Track in store purchases• Keep record of mobile app downloads• Oversee tags, mentions and posts through social media• Number of people participating in half marathon

Mobile Strategy

• A mobile app is one part of the campaign that will immensely increase Moosejaw’s brand awareness, loyal customers and sales.

• Includes all products, store locator, hiking trails locator• Integrates all Moosejaw’s social media accounts on app• Coupons, discounts and point system• Push notifications are available

Budget• $1 million Creation &

execution of half marathon in 8 locations

• Google Adwords, ad and cost-per-click will be $250K/3 months

• $250K for mobile app developer

• $150k for managing social media accounts, giveaways and website

• Total budget for campaign will be $1,650,000

Campaign Goals• Increase sales• Brand awareness• Opening of more

stores across the nation

• Nurture current customer relationships

• Increase number of new customers

Timeline

• The campaign will start in June and go until February• The half marathon events will start in June and end in August• Social media accounts will be updated weekly and the mobile

app daily• Discounts on the app and website will change due to the

change in seasons and will be the same for Google Adwords