A Digital Campaign

by

Lauren

Jeong

Who Is Burton?

“We get to blur the lines between lifestyle and work environment."

Campaign Goals

1. Create and maintain greater brand awareness

2. Increase sales

3. Brand loyalty

Target Market

Demographic

• Males & Females• Age 12-30 •Single (not married)•Primarily Caucasian

Psychographic

•Middle & upper class•Adventurous, outgoing, rebellious, laid back , hip etc.

Geographic

•North America•Areas with snowfall•Areas near locations with snowfall

Behavioral

•Board at least 3-10 times per year •Loyalty to Burton

The Big Idea

Videos are BIG in snowboarding

How Will it Be Done?

• Target people on Facebook & post on Twitter• Require participant to follow Burton on Instagram &

Twitter and “like” on Facebook• Have participant make an Instagram video including

a shot of the bottom of their Burton board • Require the Burton hashtag-- #IAmBurton • Have them compete for likes/favorites/shares—

hopefully sharing on Twitter and Facebook

Is it Working?

KPIs • Revenue• Market share• Followers• Shares/likes/favorites/comments• Landing page conversion rates

How Much Will it Cost?

• Facebook targeted ads: $4,000/month ($48,000/year)• Web design: $500/month ($6,000/year)• Planning, building, implementing, and maintaining

campaign: 600 work hours at $250= ($150,000/year)• Contest prizes: $6,000

$210,000/year

Overview

Sources

Sources

•http://www.youtube.com/watch?v=4QW63Rppz1g#t=89

•http://money.usnews.com/money/business-economy/small-business/articles/2008/09/19/burton-snowboards-is-king-of-the-hill

•http://webdesign.about.com/od/beforeyoustartawebsite/a/how-much-should-a-web-design-cost.htm

•http://www.statisticbrain.com/snowboarding-statistics/

•http://www.burton.com/