PRODUCT R/ECO BIKE CAPS is a brand of eco-friendly and stylish bike hats and accessories that are made from 100% recycled fabric and materials.

“It is cool, it is hip, and it is 100% green”

WHY BIKE CAPS? The bike movement has been experiencing a boom of followers in the last couple of years especially in big, expensive cities such as Paris, Stockholm, London, New York, Portland, and our home base San Francisco, CA. With such a big number of people who are into the bike movement, eschewing gas-guzzling cars and their high gasoline costs to create a better and safer environment for the community, we want to extend that mentality to bike accessories.   Bike statistics:

•  the sales of bicycles in 2010 were up nearly 15% from 2009 amounting to 19.8 million bicycles that were distributed to various dealers and wholesalers.

•  In 2010 the U.S Bicycle industry generated $6 Billion in sales, which includes sales of bicycles, parts, and accessories.

•  With the rise of gas prices and the amount of cars clogging the roads, the bike community is growing continuously with no signs of stopping.

COMPETITORS Currently, there are only two companies that cater to the green bike cap market. WALZ CAPS Walz Caps creates cycling caps that are made from durable, comfortable fabrics. Their cycling caps are stylish and functional and work well both on and off the bike. They offer three different cycling cap styles: classic four-panel, three–panel (solid or with stripe) and each of their cycling cap designs offer simple lines that are neither stylish nor very modern. Walz currently has an FB page and a twitter page, but they do not come up in the first page of searches when “Recycled bike caps” is searched.

OCTOPUS CAPS A home business led by a husband and wife team, Octopus Caps sells caps that are handmade from vintage and recycled fabrics. Their selling site is through Etsy.com and their distribution is low. Their designs have a DIY feel and they only come out with one piece per design theme. They have a Facebook page but currently do not advertise through Facebook Ads or Google. They currently come up as the third website when “Recycled bike caps” is searched on Google.

 

OCTOPUS CAP WALZ CAP PRICE: $29.99-39.00 (CUSTOM) PRICE: $25.00

CAMPAIGN OBJECTIVE  

This campaign is made primarily for the increase the awareness and sales of our brand and our products. Through our SEO and SEM plans we aim to make the brand and its products appear on more search results and drive traffic and revenue to the website.

CAMPAIGN GOALS

With this marketing campaign we will be aiming to accomplish the following:

•  Generate awareness about biking •  Brand awareness •  Drive website traffic •  Gather data about our consumers and what they respond to •  Drive product sales

OUR TARGET MARKET Demographic Age: 25- 35 Sex: Male and female Education: College level- College Graduate Income: $40,000 and up Occupation: In the design field, blue collar, Location: Bay Area   Lifestyle: Listens to indie music, reads paperback books, biking everywhere, loves working on their “fixies”, likes vintage or up cycled items, likes to get tattooed, Likes to hang out at dive bars and beer gardens. Buying behavior: This customer is not driven by consumerism and only makes purchases when they want to. However, once they find something that they really value when it comes to style and branding, they will spend more. Media preferences: Internet, Magazines such as bike magazines and music magazines, and the occasional newspaper.

BRAND GUIDELINES As our company focuses on the hip, and stylish cyclist our brand has to always adhere to our brand guidelines in order to send a consistent message of who we are and what we stand for to our audience.

Tagline: 100% Radically Earth Friendly Bike Caps!

Font: Bauhaus 95 Colors: Main colors will be Acid Green, Neon Purple, and Black. Other bright colors may be used.

Shapes: Any that is aesthetically striking, no mellow lines.

Feelings that our brand wants to produce: •  Hipness in every ride •  Feel good about living a low impact •  Be part of the green movement •  A sense of community with other cyclists

  Brand Values: •  Love the environment •  Promoting the cycling community •  Promoting a healthy lifestyle •  Bringing style to biking

INTEGRATED MARKETING STRATEGY SEM Since we are an environmentally friendly company much of our advertising will be done online and as such, the main channel used to find our products will be through our website. When a consumer sees our caps in a picture or on another biker, they can simply go online, type in a few keywords if they did not see our logo and be able to easily locate our site.

Our campaign will target people who are searching for fashionable products as well as green ones. This is reflected in our keywords and will hopefully ensure that once the consumer views our caps they will buy them.

SAMPLE ADS: Great: Stylish Bike Caps Cool and hip bike caps that make your ride more stylish! www.rECOhats.com    

Great: Stylish Bike Caps Make your ride more stylish With our cool, hip bike ca

KEYWORDS AND ADS

Sample keywords:

Cycling 16,600,000

Bike 68,000,000

Cap 55,600,000

Eco friendly 673,000

Cycle gear 550,000

Hat 45,500,000

Cold weather cycle gear 1,000

Cycling gear for women 6,600

SAMPLE ADS:  Great: Stylish Bike Caps Cool and hip bike caps that make your ride more stylish! www.rECOhats.com   Great: Stylish Bike Caps Make your ride more stylish With our cool, hip bike caps! www.rECOcaps.com  

SEO CAMPAIGN Plan •  We will be creating our company's homepage and a category page. Our homepage will

be a showcase of who r/ECO Bike Caps are and what we stand for, educating the new customer about our brand and products.

•  The second page we are creating is the category or landing page. It will be titled "For the Hip Cyclist". This page is going to be similar to the homepage as it shows the colors of the brand and the navigation bar, but it is more focused on our products and its categories. On the side of the page there will be a list of categories of our products, and on the middle section will be photos and prices of the products we are trying to push at the moment; it may be a Valentine's Day bike hat or our "Rainy Days" collection for example.

KEYWORDS Category Page: "Cycling Gear” Global Monthly Search Volume:

301,000 "Gear Cycling" 301,000 "Cycle Gear" 550,000

  Homepage: "Eco-Friendly" Global Monthly Search Volume:

673,000

“Cycling accessories” 74,000

"Hip, stylish and eco-Friendly cycling gear - r/ECO Bike Caps"   It will make use of our colors: acid green, bright purple, and black and feature our company logo at the top. URL: http://www.rECOcaps.com/eco-friendlycaps.html

HOMEPAGE

LINK BUILDING STRATEGIES •  We will send out press releases to bike news websites, bike apparel websites, and

bike blogs from all over the country during our launch period. We will also continue this strategy every time we have new products, promotions, news, and giveaways so that we build strong relationships with these blogs over time.

•  Another strategy for link building is to join directories and submit our website URL. Biking and cycling directories are abundant and also organic products directory.

•  One more strategy for link building is syndicating our blog site's contents and photos, which will showcase real time news and inspiration from our headquarters, to other outlets such as tumblr, twitter, Facebook, instagram, pinterest and the like.

FACEBOOK CAMPAIGN Targeting Parameters: Age: 18- and up Sex: Male and female Status: Any Education: All educational backgrounds Location: California   Budget: $50.00 per day $0.70 per click (Using CPC pricing   Suggested Facebook bid is $0.50-$1.20 USD.  

CONSUMER EXPERIENCE

Objectives for this campaign:

1.  Create awareness of the eco-friendly aspects of our product

2.   Create brand awareness and connection

3.   Showcasing our products to drive sales

 

Plan: Create two campaigns one for creating awareness and one for driving sales.

CONSUMER EXPERIENCE CONTD. Sales Campaign These ads will promote our company through product centric images and benefits.

We will monitor the KPIs by determining the popularity of our webpages and products

through Google Analytics.

ANALYTICS PLAN

To ensure that we are creating an effective campaign, we will need to analyze every month the performance of our efforts. Our website, and the additional methods to market our products will be monitored. The other websites are:

•  Facebook- R/ECO Bike Caps Facebook page will be used to update customers, and those who are interested in our brand, on what we are doing, new product updates, and bike news.

•  Tumblr- the Tumblr page will be treated as our blog, while it is also connected to the Tumblr network, it is also the page that will appear when the blog section of the website. We will post pictures of cyclists wearing our gear in the style of a fashion blog, create content regarding biking and our company: promotions, sales, new products, and the like. All blog entries will have a link at the bottom that will lead back to a product.

EMAIL CAMPAIGN We will acquire a list of email addresses through different means:

•  Having sign up forms at events

•  Submit their email addresses when they purchase something from our site

•  Inviting our facebook, twitter, instagram, and tumblr friends to subscribe to our newsletters.

•  A sign up for newsletter feed in our website.

•  Asking our contacts to forward emails to friends whenever we have promotions, events, and news, which will then hopefully make them subscribe to our emails.

In order to successfully design the email for each customer we will need his or her name, gender, zip code and age. We will have different products and images in each email depending on these criteria.

For example: John is 27 year old graphic designer living in San Francisco who is interested in art, biking, and parties. We are sending him the email below, an event that fits his lifestyle and personality- being a graphic designer, of drinking age, and likes to attend events and parties. We will be putting his name on the start of the newsletter to give it a more personal feel. We also encourage him to forward the email to his friends so that we can garner more contacts, raise awareness, and reach out to potential customers.

RETARGETING CAMPAIGN

The objectives of our retargeting campaign will be to convert people with interest in our product into consumers. We also want to get sales from those who abandon the sale process just before they buy.

Audience Segments to be tagged:

-People with an interest in biking and being green will be tagged on the main and about pages

-People with interest in events will be tagged on the events page

-People interested in buying our hats will be tagged on the products page

-People who buy our hats will be tagged on the checkout page

DISPLAY AD EXAMPLE

This ad is targeted for adult women who are interested and/or have bought our bike caps. This AD can also cross over to people who are searching for breast cancer awareness products.

SOCIAL MEDIA CAMPAIGN

 Objective

To ensure that consumers can interact with our company. This will help us build a positive brand image because our customers will be able to voice their concerns, and hopefully praise, and get feedback from us.

To drive sales. These social media channels are a great way to market our new promotions and products which can convert into sales

Drive awareness and maintain interest in the brand. With our social media sites, we plan on creating content that makes people know who we are as a company to groups of people who do not know about us yet, and to maintain interest to those who know us by providing new and exciting information.

SOCIAL MEDIA SITES Facebook- Our Facebook page will be where consumers can go to find out about our events and sales and also where they can connect with people that share their interests in biking, eco-friendly fashion, our company, etc Instagram- Our Instagram will feature pictures of our hats being worn, of our facilities, of our newly released products Tumblr- On our Tumblr we will post images similar to those that will be put on Instagram along with images of our inspiration and cyclists we admire.

Example promotions and communication tools: •  Post a daily photo of inspiration, bikes, cycling caps, office happenings and

anything bike related. This will be posted on Instagram, twitter, Facebook, and Tumblr.

•  People who are seen wearing our hats will be posted on all our social media sites. •  Posting write up or mentions of r/ECO caps in articles

MEDIA CHANNEL MIX

Aside from using the web as a media channel we will also be utilizing the following traditional and new media channels:

New Media

Paid search (pay-per-click)

Banner Advertising

Social Media campaigns

Traditional Media

Print- Magazine ads

While we will focus more on new media as our target demographic use the Internet for information and shopping.

TIMELINE Month 1

Creation of website and copies

Begin implementing SEM and SEO campaigns

Creation of all supporting social media sites: Facebook, Twitter, Instagram, Tumblr

Contacting bloggers and advertisers and putting product out

Month 2

Launch websites

Launch social media sites

Launch Facebook ads

Continue on the SEO and SEM plans

Months 3 Midpoint review and analysis of the campaign and adjust plans according to findings. At this point a certain number of goals must have been met most importantly in the Social Media channels, Sales, and website traffic. Publishing of magazine ads Month 4 Implementation of changes on the campaigns Month 5 Continuation of the revised SEO plan and SEM plan. Launch promotions and events Month 6 Final review of the campaign. This is the point where the decision on whether to keep or change the campaign plans.  

BUDGET

(6 months)

Interactive Marketing Employee $800/ month x 6 Months= $4,800.00

Ad Collaterals- $300/ month= $1,800.00

Marketing budget (PR lunches, events, launch) $500/ month= $3,000.00

SEM Budget (Clicks, creation of ads, allowances) $100/day= $9,000.00

SEO Budget (Creation of ads, copies, etc.) $500/month=$3,000.00

Facebook ads budget $50.00/day= $4,500.00

Buffer Budget for SEO AND SEM $5,000.00

Total $31,100.00