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NMDL FInal Presentation- Bauer

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Matt Grassi

This is my final presentation for NMDL. For this assignment, I created a digital strategy campaign for Bauer.

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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!

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NMDL FInal Presentation- Bauer

  • 1. DIGITAL STRATEGY Matt Grassi ADV 420 August 5, 2013
  • 2. GOAL Increase brand awareness and equipment sales among hockey players between the ages of 10- 17
  • 3. 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
  • 4. TACTICS Social Media Internet Marketing/Advertising Campaign will start June 1st, 2014 and run for one year
  • 5. 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)
  • 6. 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
  • 8. KEYWORD ADVERTISING This campaign will advertise on the keywords Bauer Hockey Goal will be 25 clicks per day and 1571 impressions per day
  • 9. 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
  • 10. 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!