Bill’s Bike & Run PR Campaign Plan
description
Transcript of Bill’s Bike & Run PR Campaign Plan
Bill’s Bike & Run PR Campaign Plan
Meg Shaver, Brian Thompson, Jeff Lang, Alex Phippen
PositioningBills Bike & Run is the shop that strives to improve the quality of people’s lives through walking, running, riding, and living an active happy lifestyle.
1. Bill’s Bike & Run provides quality products for people at all fitness levels.
2. Bill’s Bike & Run’s has over 50 years of experience in ensuring the safety and confidence of their customers.
3. Bill’s Bike & Run wants to share their passion for fitness with the community and all those seeking to live a healthier lifestyle.
Key Messages
Goals● Measure and increase foot traffic by 30%.
● Increase Facebook likes by 30%.
● Increase overall sales by 10%.
Campaign Time Period: January 1, 2014 - June 30, 2014
Target AudiencePrimary Target Audience:
-College Students
Secondary Target Audience: - Young Families
SWOT Analysis Strengths:• Quality Products
• Experience in the industry
• Moderately Priced
Opportunities:• Gain a great community presence
• Partnerships with local businesses
• Increased Sales
Weaknesses:● Lack of awareness● Better known competitors● Products are usually seasonal
Threats:● Competitors with lower prices● Awareness taking too long to be built● Trimester student school schedule
Research• Targeted students
• Qualtrics survey of 10 questions
• 400 randomly selected email addresses
• Received 71 responses
Research Findings1. Awareness:
63% said they had heard of Bill’s Bike & Run. 61% of those that had heard of it said they had become aware of Bills Bike & Run just by driving by the Rexburg location.
2. Online Shopping:
When asked where they would first look if they wanted to buy a bike, the highest
percent of students, 39% said either craigslist/amazon or some other online source.
3. Social Media:
97% said they used Facebook as their main social media platform.
Promotion #1: Log Your Miles- Running
❖ Distribute flyers in January
❖ February ❖ 50 miles ❖ Get 10% off one
item of $25 or less
Event #1: Bill’s & Sammy’s Block Party
❖ April 25, 2014 9:00 pm - 12:30 am
❖ Reach the college demographic
❖ Free Advertisments
Event #2: Charity Bike Ride❖ Distribute flyers in March❖ April 26, 2014 from 12-3
pm at Porter Park❖ Proceeds go to Madison
Memorial Hospital❖ T-shirts given to all
registered riders
Promotion #2:Log Your Miles- Cycling
❖May❖ 450 Miles❖Get 10% off one item of
$25 or less
Final PromotionThrough Facebook
❖ June❖ Run or bike to the coolest
location you can find, and take a photo.
❖ Share on Facebook❖ Most “Likes” Gets:
➢ Free Bike Shirt
Time Chart & Budget
Total: $9,628.59
On behalf of all us here we are committed to making Bill’s Bike & Run a successful
establishment dedicated to giving people a better quality of life.
THANK YOU!