Harley Davidson

The One and Only

Digital Strategy By:

Charlie Ainsworth

Harley Davidson’s Target Market

• Male• 25-44 year olds• >$40k per year

BIG Idea

• “The One and Only”

• Make Harley Davidson a way of life, not transportation

Follow us on

• Promote #1andOnly • Reply to fans tweets,

positive or negative

KPI•Followers gained over campaign•Number of “retweets”•Number of “favorites”

Like our Facebook page

• Contest give aways• Have page gain fan “likes”• Respond to fans comments

KPI•Positive posts left by fans•“Likes” on our page

• Weekly contests, best “pin boards” win• Include pics of the most rare/unique Harley’s

• Post at least twice a day• Pictures that give off the #1andOnly feeling• Engage and like fans pics of them and their

Harley’s

Harley Davidson

Blog bout Harley

• More awareness building • Great medium for fan interaction • Would have daily topics that the

traditional site does not include. – Ex: Celebrities that ride with Harley

Mobile Strategy

• Promote popular bike trails in the selected area

• Show all dealerships in area• Give customers a section for

comments and reviews• Fans can upload pics of the

trails

Summary• 8 months• 10 hrs/week– $250/hr x

32months = $80,000

• Facebook & Twitter Promotions = $56,000

• Total = $136,000

•Increase awareness via mediums selected•Increase sales in target market age range