Roxy

Digital Marketing StrategyKellie McCormick

Roxy-The Culture

Women’s extreme sports brand, most well- known for its surfing products.

Has clothing, swim, accessories, shoe, fitness, kids, surf, and snow lines.

Brand empowers young girls and women to go out and be their best

TAR

GET A

UD

IEN

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Target Audience:

*Girls/Women Ages 13-30

*Interests including surfing, snow sports, fitness, and fashion

Photos from roxy.com

Key Performance Indicators

Improve Instagram followers by 50% Improve Twitter followers by 100,000 Increase Twitter

conversations/mentions by 20% Increase in sales by target

demographic by 2.5%

RO

XY-T

HE B

RA

ND Products they offer.

Roxy RevampInstagram Current

handle:@roxy Changes

Suggested:› Split into two

Instagram accounts to cater to both sets of consumers

› @roxySURF› @roxySNOW

Roxy RevampYouTube, Roxy Blog, Tumblr, Pinterest

Roxy R

evam

pTw

itter a

nd

Faceb

ook

Twitte

rFa

cebook

Current Handle: @roxy Changes Suggested: Start

conversations, map trends, following new followers, and contests

Current Page: www.facebook.com/roxy Changes Suggested: Diversify

content

TO

OLS

These tools will help Roxy manage what is being mentioned about them on the internet. Some of these tools allow Roxy to do the tracking themselves, and others bring in an agency.

Marketing Agency› BPRI› Charterhouse

Research Limited Free, Hands-On Tools

› Google Analytics

› Board Reader

Budget and Summary

Budget: $103,102Looking at press releases from Quicksilver, Inc., Roxy’s brand (constant currency) was down 7% to $115 million. Roxy could use this digital media takeover to increase their constant currency and to recharge the brand. 

Internet Sources

 http://ir.quiksilver.com/phoenix.zhtml?c=110264&p=irol-newsArticle&ID=1793790&highlight=

http://www.business2community.com/social-media/instagram-marketing-hop-to-it-your-business-should-be-instagraming-0329783#!B5OD7

http://www.prdaily.com/Main/Articles/10711.aspx# http://www.smashingmagazine.com/2009/07/16/a-guide-to-

google-analytics-and-useful-tools/ http://b2bresearch.org/find-an-expert http://www.marketingdonut.co.uk/marketing/market-

research/choosing-a-market-research-agency http://www.bprigroup.com/services.html http://www.charterhouse-research.co.uk/home http://

frog-dog.com/articles/detail/how_much_should_companies_budget_for_marketing

Photos: From Roxy.com and Roxy Blog

Print Sources

Cole, Richard T. and Derek Mehraban. Google This: The New Media Driver’s License. 2013.

Scott, David Meerman. The New Rules of Marketing & PR. 2013.