2014RUNAWAYWINTER

ROXY

Xin Cheng

BIG IDEA“We inspire girls to dream big and have fun in and out of the water.”

Blog posts around winter holiday destinationssocial media hashtag #roxywinterrunaway

TARGET AUDIENCECollege girls aging from 17 to 25

active social media users one month winter holiday to plan young to try things price promotion works on them

GOALS1)Raise brand awareness among college

students2)Keep building the positive and supportive

brand image in customers’ minds.3)Increase both swim sales and snow sales in

winter season. 4)Create brand loyalty by keeping good

relationship with college girl by collecting customer data.

KPI average 250 “like” on FB, Twitter campaign-

related posts and 30k “like” on Instagram campaign-related posts.

2000 sign-ups of ROXY winter runaway campaign.

Sales revenue (Dec.1st - Jan. 31st) increase 10%.

BLOG URL: roxy.com/blog/winterrunaway Adding an entry to the blog page on the category bars. Weekly posts: eight destination posts (4 in the U.S. And 4

abroad) Cover transportation suggestions, local must-do activities and

closet suggestions

INBOUND MARKETING

landing page

winter runaway newsletter sign-ups

college student discount offers

call-to-action

ADWORDS

Google Adwords campaign that directs to ROXY winter runaway blog site.

SOCIAL MEDIA

3 main social media outlets: FB, Twitter, Instagram

updating with the blog content using hashtag #ROXYWinterRunaway

Example:ROXY@Roxy #ROXYWinterRunaway Destination No.1 Phuket Island, Thailand. Lost in

Asian mysteries and greenish sea. You won’t want to miss the local transportation Tutu cars, the inexpensive mango shake and the best surfing/swimming preparation. Here is more: roxy.com/blog/winterrunawayphuket

TIMELINE

task responsible department time

Blog setupIT department &

Marketing departmentNov.20~Nov.25

Landing page design and setup

IT department & Marketing department

Nov.25~Nov.30

Content editing and posting

Marketing department & PR department

Nov.25~Jan.31 (weekly blog posts, eight destinations in

total)

User management and database creation

PR department Dec.1~Jan.31

BUDGET

Staff costs estimation (according to salary.com) IT department (1 web designer): $70,913/yr at 2 month = $11,818 Marketing department (2 social media specialists): $54,763/yr at 2

month = $18,254 PR department (2 content editors ): $33,772/yr at 2 month = $11,257

Google Adwords budget: $5 per day at 2 month = $310

Landing page: $250

Total: $41,889