Imc assignment 4 paula kelly

Bash Boards’Launch!

Presented by: Paula KellyFor IMC Assignment 4

http://www.flickr.com/photos/8404276@N06/4012337343

Sunday, December 22, 13



Bash Boards



Founded by Brothers





Custom Skateboard Decks

Launch

2014




Build Brand Loyalty

Dedicated Website

Social Media Platforms

Pre-launch event in Knoxville


SWOT ANALYSIS

Strengths Opportunities

Weaknesses Threats

• Does not have a negative reputation• Location of business• Quality product• Skills• Equipment• Time• Public Relations Plan• Understanding of media tools and

metrics

• Unknown product• Indirect competitors• Lack of expertise• Family dynamics• No set launch date• Lack of reputation• Lack of credibility• Limited resources• No crisis management or

communication plan• Campaign has not started• Lack of participants

• Create a crisis management/communication plan

• Expand social media• Expand target audience• Expand e-commerce• Build positive relationships/

sponsorships• Create a positive brand image• Product recognition• 90% of teens 12-17 use social media

(Fitzgerald, 2012).• $4.8 billion dollar industry

(Montgomery, 2009)12.5 million skateboarders in the US (Wysaski, 2013)

• Lack of economic growth in TN (Murray, 2012).

• Direct competitors• Market demand• Product credibility• Lack of resources • Owners living in separate states• New technology• Campaign sustainability



What Makes Bash Boards

Unique?





Custom

Decks




SMART Goals• The social media sites will launch on February 15, 2014. It will include Bash Boards’ professional pages on Facebook, Twitter,

YouTube, Pinterest, and Google+ and will reach the target audience of skateboarding teens 12-17 years old.

• In order to create brand awareness, loyalty, e-commerce, and search optimization, the website will launch on March 15, 2014

to reach the target audience of skateboarders between the ages of 12-17 years old.

• The pre-launch event will occur in April 2014. The pre-launch event will create fan loyalty, and brand awareness to the target

audience of skateboarding teens between the ages of 12-and 17 years old.

• The official launch event will occur in Maryville, TN in July 2014 with a ribbon cutting ceremony. The official launch will create

community engagement and brand awareness to the target audience, community members, media, and politicians.



Target Market




Created in PhotoShop


• $4.8 billion industry (Montgomery, 2009)

• Females spend $109 and males $ 95

• 77% of all purchases

• 54% of skateboarders are girls

http://www.flickr.com/photos/24257141@N05/4962558999/

Target Market




Buyer Persona• Abby

• 14 years old

• Lives in Fairfield, Ohio

• Spends her free time skateboarding

• Searches online

• Online purchases






Primary Research

SecondaryResearch




Primary Research Objectives

The survey will be used to conduct the primary research. The participants are 75 individuals

between the ages of 12-17 that filled out contact and signed parental request forms at local

skateboard recreational facilities in the greater Knoxville, TN area. I will contact participants by

phone and face-to-face interviews when permissible.

It will take 4-6 weeks to gather participant contact and signed parental request forms. The

sample size will consist of at least 100 participant contact forms. Sampling will include at least 75 of

the signed request forms. Contacting the participants for the survey will take between 4-6 weeks.


Creative Samples

Logo


Media Flowchart


Budget Totals

• Total Budget funds allocated

$22,000.00

• Total Budget included in report

$21,333


References:

AXS (2013). X Games. Retrieved on July 14, 2013 from the following website:

http://www.axs.com/events/241353/x-games-skate-street-women-s-street-

league-skateboarding-select-series-tickets?skin=xgames

Billboards in my City (2013). Knoxville Billboards. Retrieved from the following

website: http://www.billboardsin.com/tennessee/knoxville

Clarksville Online (2012). Tommy Vallejos Named Minority Small Business Champion

Champion of Tennessee. Retrieved from the following website:

http://www.clarksvilleonline.com/2012/06/01/tommy-vallejos-named-

minority small-business-champion-for-Tennessee/

East Tennessee Economic Development Agency (2013). Survey: Hiring Prospects

Improving in Knoxville. Retrieved from the following website:


http://www.axs.com/events/241353/x-games-skate-street-w




http://www.billboardsin.com/tennessee/knoxville

http://www.billboardsin.com/tennessee/knoxville



Photo credit via http://www.flickr.com/photos/40645538@N00/4277100497/

Quantcast (2013). Birdhouse Skateboards. Retrieved from the following website:

https://www.quantcast.com/birdhouseskateboards.com

Rainie, Lee (2009). Teens and the Internet. Retrieved from the following website:

http://www.pewinterest.org/presentation/2009

SK8 Factory (2013). SK8 Factory Information. Retrieved from the following

website: http://www.sk8factory.com/custom.html

Timmons, J., Zacharakis, A., & Spinelli, S. (2009). Business Plans that Work:

A Guide for Small Business. McGraw-Hill Primis

WBIR (2013). WBIR Advertising. Retrieved from the following website:

http://www.wbir

Wysaski (2013). Skateboarding. Retrieved from the following website:


http://www.flickr.co

http://www.flickr.co





http://www.sk8factory.com/custom.html

http://www.sk8factory.com/custom.html

http://www.wbir

http://www.wbir

Imc assignment 4 paula kelly

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