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Air Jordan

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Tariq Alahmari
Tariq Alahmari

The document proposes a full digital strategy for Air Jordan brand to increase its market share of 71% among baseball and basketball players aged 14-24. It recommends targeted advertisements on keyword searches, maximizing social media presence on Facebook, Twitter and Google+, and creating unique online content around Air Jordan's shoe designs to drive brand awareness, recognition and consumer interaction over a 3 month campaign with a $1.5 million budget.

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Air Jordan Full Digital Strategy Tariq Alahmari
Air Jordan Brand 71% 29% Air Jordan Others • Found in 1985. • Company is popular among baseball and basketball players. • Market share is 71%. • Key success in marketing over past years-
Our Idea • To show the targeted advertisements based on keyword searches. • Interaction with Facebook, Twitter, Google+ etc.
Goals  Consumer brand awareness creation  Brand recognition improvement  Market share increase  Maximizing promoting customer interaction  Social media utilization embracement
Target Audience • Males • Focus on athletes • Basketball and baseball players • Age 14-24
Budget Estimates (%) 15 10 25 25 10 Facebook Twitter Google Adword Jumpman23.com Maintenance  Total budget estimate – $1.5 million
Content Creation • Unique designs of Jordan Company will be used in online marketing campaign • Unique appearance and comfort ability • Focus on baseball and basketball players
Tools and Tactics • Search engine optimization • People variety table creation • Usage of codes for each shoe design graphics • Key result: Sharing and searching for information is easy
Social Media Plan • Brand sharing via Facebook and Twitter • Blog creation • SEO usage for easy search and sharing (incl. usage of Google+) • Cost: 25% of all budget
Key Metrics Month 1 Month 2 Month 3 • Expectations: Brand awareness on budgeted media • Timeline: 3 months KPI Metric Analysis • Google Analytics measures: • Increased traffic • Social media used

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Air Jordan

  • 1. Air Jordan Full Digital Strategy Tariq Alahmari
  • 2. Air Jordan Brand 71% 29% Air Jordan Others • Found in 1985. • Company is popular among baseball and basketball players. • Market share is 71%. • Key success in marketing over past years-
  • 3. Our Idea • To show the targeted advertisements based on keyword searches. • Interaction with Facebook, Twitter, Google+ etc.
  • 4. Goals  Consumer brand awareness creation  Brand recognition improvement  Market share increase  Maximizing promoting customer interaction  Social media utilization embracement
  • 5. Target Audience • Males • Focus on athletes • Basketball and baseball players • Age 14-24
  • 6. Budget Estimates (%) 15 10 25 25 10 Facebook Twitter Google Adword Jumpman23.com Maintenance  Total budget estimate – $1.5 million
  • 7. Content Creation • Unique designs of Jordan Company will be used in online marketing campaign • Unique appearance and comfort ability • Focus on baseball and basketball players
  • 8. Tools and Tactics • Search engine optimization • People variety table creation • Usage of codes for each shoe design graphics • Key result: Sharing and searching for information is easy
  • 9. Social Media Plan • Brand sharing via Facebook and Twitter • Blog creation • SEO usage for easy search and sharing (incl. usage of Google+) • Cost: 25% of all budget
  • 10. Key Metrics Month 1 Month 2 Month 3 • Expectations: Brand awareness on budgeted media • Timeline: 3 months KPI Metric Analysis • Google Analytics measures: • Increased traffic • Social media used