Roxy Digital aims to expand its target market of young athletic women aged 14-24 by adjusting its hashtag to #ROXYGirl and hiring a female athlete spokesperson. A $2 million budget will fund the spokesperson, Google ads, a mobile app, and increased social media presence through video, photos and contests. The strategy expects to grow Roxy's Facebook likes to 3.5 million and Twitter followers to 500,000-1 million in 6 months. Success will be evaluated through Google Ad Word metrics, social media growth tracking, app downloads, and increased sales over 6 months.
2. Current Demographics
Young women
Ages 14 – 24
Athletic
Stylish
Fit
Independent
3. ROXY SWOT Analysis
STRENGTHS OPPORTUNITIES
• Specific target market •Social Media growth
•Surfing/Snowboarding industries
• Established brand identity expanding quickly
WEAKNESSES THREATS
•Negative media attention for • Competition from other brands
lawsuits • US economy in recession
•Many competitors:
Billabong, Volcom, PacSun
4. cCurrent Digital Strategy
Current
#RoxyDARE campaign
Encouraging customers to start “Pushing the limits and
living unique lives”
Using incentives and social media to build this campaign
has been highly successful so far
5. Digital Strategy Changes
Adjust the hashtag for a wider audience
#ROXYGirl
Use of a spokesperson, an up and coming
female athlete to post bi-weekly YouTube and
Vine videos with tips on leading healthy, active
& stylish lives
By putting a face with the campaign, more
press will naturally occur
6. New Strategy Cont’d
Enormous Facebook & Twitter push
Dailypictures, videos, facts, etc.
Keep the consumer interested & paying attention
Repetition is key
Themore the consumer hears the name, the
more it is on their mind
GoogleAd Words
Line 1: Roxy Swim Suits for Summer!
Line 2: Cute suits &surfwear for juniors
Line 3: Buy online, save on shipping!
8. Budget
TOTAL BUDGET: $2,000,000
BREAKDOWN
• $500,000 – Spokesperson
• $90,000 – GoogleAd Words for 6 month
• $100,000 – mobile application production
• $310,000
• agency to run social media sites
• video production
• contest costs
• miscellaneous costs
9. Current and Projected Stats
Current
Facebook:2.8 million likes
Twitter: 45,000 followers
Projected 6 Months
Facebook: 3.5 million likes
Twitter: 500,000 to 1 million followers
10. Evaluation of Success
Utilize GoogleAd
Words metrics on their
site
Social Media site
growth – Radian6.com
Mobile Application
downloads
Overall increase in
Roxy sales over 6
months