burton digital campaign
TRANSCRIPT
A Digital Campaign
by
Lauren
Jeong
Who Is Burton?
“We get to blur the lines between lifestyle and work environment."
Campaign Goals
1. Create and maintain greater brand awareness
2. Increase sales
3. Brand loyalty
Target Market
Demographic
• Males & Females• Age 12-30 •Single (not married)•Primarily Caucasian
Psychographic
•Middle & upper class•Adventurous, outgoing, rebellious, laid back , hip etc.
Geographic
•North America•Areas with snowfall•Areas near locations with snowfall
Behavioral
•Board at least 3-10 times per year •Loyalty to Burton
How Will it Be Done?
• Target people on Facebook & post on Twitter• Require participant to follow Burton on Instagram &
Twitter and “like” on Facebook• Have participant make an Instagram video including
a shot of the bottom of their Burton board • Require the Burton hashtag-- #IAmBurton • Have them compete for likes/favorites/shares—
hopefully sharing on Twitter and Facebook
Is it Working?
KPIs • Revenue• Market share• Followers• Shares/likes/favorites/comments• Landing page conversion rates
How Much Will it Cost?
• Facebook targeted ads: $4,000/month ($48,000/year)• Web design: $500/month ($6,000/year)• Planning, building, implementing, and maintaining
campaign: 600 work hours at $250= ($150,000/year)• Contest prizes: $6,000
$210,000/year
Overview
Sources
Sources
•http://www.youtube.com/watch?v=4QW63Rppz1g#t=89
•http://money.usnews.com/money/business-economy/small-business/articles/2008/09/19/burton-snowboards-is-king-of-the-hill
•http://webdesign.about.com/od/beforeyoustartawebsite/a/how-much-should-a-web-design-cost.htm
•http://www.statisticbrain.com/snowboarding-statistics/
•http://www.burton.com/