DIGITAL STRATEGY

Matt Grassi ADV 420 August 5, 2013

GOAL• Increase brand awareness and equipment sales

among hockey players between the ages of 10-17

TARGET AUDIENCE• Young hockey players between the ages of 10-

17

• Why? This age range is when kids have the most input into what equipment they wear

TACTICS• Social Media

• Internet Marketing/Advertising

• Campaign will start June 1st, 2014 and run for one year

KEY PERFORMANCE INDICATORS• Increase in Bauer hockey equipment sales

amongst the target audience

• Increase in brand awareness measured by social media use (Facebook, Twitter, and Instagram)

SOCIAL MEDIA• Facebook, Twitter, and Instagram

• Each outlet will show Bauer advertisements featuring current NHL players

• All three will have daily posts about the Bauer brand as well as monthly equipment giveaways

SAMPLE AD

KEYWORD ADVERTISING• This campaign will advertise on the keywords

“Bauer Hockey”

• Goal will be 25 clicks per day and 1571 impressions per day

BUDGET• Internet Advertising = $11.87 x 365 (days)=$4,332.55

• Digital agency costs = 640 hours (16 weeks at 40 hours a week) x $250/hour = $160,000

• Maintenance = remaining 36 weeks $15/hour for 10 hours a week x 3 college students = $16,200

• $5,000 a month for giveaways x 12 months = $60,000

• Total budget = 240,532.55

BIG IDEA• Bauer Hockey is a well-known brand in the hockey

world, but there is definitely room for improvement, especially in the age group of 10-17 year olds. This is the age where kids generally have the freedom to choose the equipment they would like to use, and therefore will be the perfect demographic to target. Through the use of social media and Internet marketing/advertising, Bauer Hockey will be able to increase their sales and brand awareness among this age group!