By America, For By America, For AmericaAmerica

by Anna Walkerby Anna Walker

Our Dream CustomerOur Dream Customer

SEXSEX: Male: Male

AGEAGE: 25-54: 25-54EDUCATIONEDUCATION: : Some CollegeSome College

INCOMEINCOME:: 40K+40K+

The Plan The Plan For Our For Our BrandBrand‣Increase brand Increase brand awareness using awareness using various social media various social media sites.sites.

‣Create a Create a newnew loyal loyal base of consumers, base of consumers, while still appealing to while still appealing to the the existingexisting customer customer basebase

What’s The What’s The Big IdeaBig Idea??

We plan to run a digital We plan to run a digital campaign using the campaign using the slogan “slogan “By America, For By America, For AmericaAmerica””

This slogan will stay true This slogan will stay true to the idea that Harley-to the idea that Harley-Davidson is the Davidson is the mechanical embodiment mechanical embodiment of the american dream. of the american dream.

Implement Implement GoogleGoogle AnalyticsAnalytics

Blogging Blogging BuildsBuilds BusinessBusiness

Increase awareness Increase awareness for ‘for ‘Unofficial Harley-DaUnofficial Harley-Davidsonvidson’ Blog’ Blog

MonitorMonitor what what similar blogs are similar blogs are saying about ussaying about us

Be more Be more interactiveinteractive with related blogswith related blogs

Pinterest for BusinessPinterest for Business

Launch a Launch a By By America, For America, For AmericaAmerica Pinterest Pinterest contestcontest

Contestants must Contestants must upload and/or repin upload and/or repin photos that express photos that express Harley as the Harley as the ultimate ultimate AmericanAmerican chopperchopper

Post interesting and Post interesting and engagingengaging photos at photos at least least once a dayonce a day

Should include Should include bikes themselves, bikes themselves, merchandise, merchandise, and/or loyal and/or loyal customers customers photographed with photographed with a a HDHD product product

Like us on FacebookLike us on Facebook

UpdateUpdate facebook at facebook at least least twicetwice a week a week

Must ‘Must ‘likelike’ page in ’ page in order to see contentorder to see content

Weekly Weekly give-awaysgive-aways of Harley-Davidson of Harley-Davidson merchandisemerchandise

GainGain 250 likes daily 250 likes daily

Twitter InvigoratedTwitter Invigorated

Tweet at least three Tweet at least three times a day times a day

Avidly promote Avidly promote #ByAmericaForAme#ByAmericaForAmericarica

Respond to 20% Respond to 20% tweets a day, tweets a day, positive and positive and negativenegative

Key Performance Key Performance IndicatorsIndicators

Number of ‘Number of ‘retweetsretweets’’

Tweets ‘Tweets ‘favoritedfavorited’’

Followers Followers gainedgained over over campaigncampaign

PositivityPositivity of tweets of tweets relating to Brand & relating to Brand & CampaignCampaign

Summary of ExpensesSummary of Expenses6 month campaign6 month campaign

5 hrs/wk, 5 hrs/wk, $250/hr=$30,000$250/hr=$30,000

+$120,000 for twitter +$120,000 for twitter promotionpromotion

Total=Total=$150,000$150,000

Increase of Facebook Increase of Facebook ‘likes’ & Twitter ‘likes’ & Twitter ‘followers’, increased ‘followers’, increased traffic to main traffic to main website and blogwebsite and blog

Increase of annual Increase of annual sales by 4%sales by 4%

Total Sales Total Sales GainGain==$5.3Million$5.3Million