1. New Media Drivers Licence Summer 2013
Presented By: Cassandra McVicar

2. Target Market
Buyer Profiles
Athletic Individuals that want to
track activities
Recreational Runners Seasoned Pro Runners
•Individuals that are interested in
keeping track of their activities on
a day to day basis.
•Runner’s that run 1-3 days a
week
•Interested in tracking and
monitoring progress
•May only be interested in
tracking their running activities or
running & other activities
•Runner’s that run 4+ days a
week and want to track for
training purposes
•May compete in professional or
“for fun” races
•May only be interested in
tracking their running activities or
running & other activities

3. Goals
Primary Goal Educate the market on how
these products are used and the benefits they
offer
Secondary Goal Make Sales

4. Key Performance Indicators
• Amount of change in engagement on the
social media sites
– Likes, comments, shares, replies, favorites, retwee
ts, etc.
• Amount of change in sales of the products

5. The BIG idea
• To create a community with the Nike+ product
users and non-users
– Runners are a community
– Social media will extend the community digitally
and provide an extension of the product attributes
– Opportunity participate and share

6. Tools and Tactics
• Social Media
– Leverage to extend the runner community
– Opportunity to participate and engage with brand/ products
• Blogging
– Position themselves as a thought leader
– Reach new customers and drive customers through the sales
cycle
• Pitching to Bloggers
– Work with influential running bloggers

7. Tools and Tactics
• News Release
– Submit on distribution service and simultaneously on website
• Google Adwords
– Researched potential keywords
– Keywords were chosen based on competition and relevance
• Content Marketing
– Used to create relationships, build trust, improve and maintain
the search engine ranking, for business development and for
competitive advantage

8. Budget
• Assuming in-house costs
Digital Marketing Component Cost
Branded Website $100,000-$300,000
Social Media $15,000-$25,000
Email Marketing $2,880 ($240 a month)
Content Marketing $2,880 ($240 a month)
Google Adwords $20,160 for SEO and $5,760
for PPC

9. Summary
• This program will assist Nike+ in successful
digital operations
– Tools and Tactics used to ensure goals are met
– Key indicators will provide a information on
whether the campaign is working
– The budget will guide decisions

10. Any Questions or Comments?