Social Media Marketing Planby: Chelsi Spence

April 19, 2016

PackRunHeadquarters: Portland, Oregon

Table of Contents

Executive Summary/Overview……………………………………….3

Social Media Presence……………………………………………….4

Competitive Analysis………………………………………………….4

SWOT Analysis………………………………………………………..6

Goals……………………………………………………………………6

Strategies………………………………………………………………7

Target Market………………………………………………………….8

Tools & Implementation……………………………………………..11

Monitoring & Tuning…………………………………………………13

Appendix……………………………………………………………...14

2 | P a g e

Executive Summary/OverviewRunning is one of those sports that when people mention they want to give it a try, they are often told they don’t need anything except a pair of running shoes and some athletic gear. The most important piece of equipment a runner needs to be successful is a great pair of running shoes, but as the runner becomes more serious about training, the more likely they are to invest in great running apparel.

PackRun is a brand of running bottoms that will take the runner to their next level. Unlike cotton clothing, the synthetic fabric used in PackRun’s apparel helps to wick moisture away from the runner and reduces their chances of chafing. What sets PackRun apart from other running apparel brands is the design in the waistband.

PackRun running apparel has removed the need for distance runner’s to purchase another piece of gear to hold their essential running items. The entire waistband of every piece of running apparel made by PackRun is essentially one giant storage pocket that will hold your cell phone and running supplements. The only problem, PackRun is a small fish in a big pond, and we need to get noticed.

The primary focus of this social media marketing plan is to use various social media platforms to find, engage, and recruit new customers. This plan is based on research that has showed PackRun their current social media presence, competitive comparison and target market analysis. The results of this finding have resulted in PackRun’s social media goals and strategies.

Social media goals for PackRun company include:

Increase brand recognition and online influence. Build a reputation among the running community. Drive more traffic to PackRun’s website. Increase the amount of time customers spend on PackRun’s website. Increase PackRun’s social media presence/followers.

The following social media plan shows the comprehensive strategies that will be used to achieve these goals. These strategies include listening, interacting, engaging, embracing, influencing and contributing to the social web. In addition, this plan will also describe how PackRun will implement, monitor, measure and evaluate the progress of the social media plan. The chief executive officer, Chelsi Spence, will oversee the implementation and execution of the plan.

3 | P a g e

Social Media PresencePackRun began utilizing social media platforms in March 2016. PackRun currently has a Facebook and Twitter account, both are core parts of the overall marketing plan. PackRun is currently establishing its existence on social media and does not have a sizeable presence or engaged audience. PackRun has a small and limited numbers of followers on Twitter and Facebook. PackRun’s Facebook page has 83 followers and PackRun’s Twitter page has six followers.

Most of the followers are family and friends of the PackRun community, but with the use of hashtags, as well as exposure at race expos, PackRun is hoping to increase the social media presence by 150% within the next 60 days. Currently, there is not enough data to capture platform-specific measurements of the company’s social media presence. In the coming months, PackRun should be able to extract enough information to provide a realistic picture of their social media presence.

Competitive AnalysisPackRun has identified one large competitor as well as one local competitor, and then compared their services to the services PackRun offers. PackRun used this research to identify areas where the store can be successful as well as areas the store will need to improve on. This analysis helped with the creation of the SWOT analysis and developing the goals of the business.

PackRun Nike Portland Running Company

OVERVIEW: Running Bottoms Company X provides an all in product so you don’t have to buy running bottoms and then a product to hold your gear.

OVERVIEW: Nike is the largest seller of athletic footwear and apparel in the world. Their product is sold worldwide and available in more than 800 stores plus online retailers.

OVERVIEW: Portland Running Company specializes in selecting the right shoes for the right distance and your gait. Shoes are their main attraction but the store is stocked with all your running needs.

Additional value: Running is an expensive sport so limiting what you have to purchase is a bonus. These bottoms will have enough pockets within the belt line to hold all essential items runners need.

Additional value: Nike is a trusted company with the sales to back it up. Runners trust what they are going to get with every purchase.

Additional value: Portland Running Company makes shoe buying comfortable, professional and fun. They offer field gait evaluation to help you achieve your goals. They have tested all their running essentials and will provide you with an honest review of the product.

4 | P a g e

Details: The running bottoms will consist of shorts, skirts, capris, and long pants. Each of the bottoms will have eight openings where runners can place items like GU and chapstick. Theses openings will only be on the inside of the bottoms so you never have to worry about losing items again.

Details: Nike sales several different products associated with running, from shoes, clothing, and gear like sunglasses, socks, and hats. Their running bottoms feature a small compartment big enough to store a key or one GU.

Details: Portland Running Company has two local stores in the Portland area. They specialize in running shoes for all distances but have a small selection of running clothing from different retailers like Brooks and Nike.

Cost: The cost will range from $50 for the shorts and skirts, to $85 for the capris, and $100 for the pants.

Cost: Running bottoms range in price from $35 to $150.

Cost: Running bottom prices vary from each retailer but will run you anywhere from $35 to $150.

5 | P a g e

SWOT AnalysisStrengths:

1. No extra cost of buying an additional item to hold your gear.

2. Nothing like it out in the market.3. Local business in a running

community that supports local.4. Runners are always looking for the

next best thing and willing to try out new products they see at race expos.

Weaknesses:

1. Jumping into a heavily saturated market made up of strongly developed companies like Nike and Adidas.

2. Runners make like having a separate gear belt from running clothing.

3. Start up costs are high, which causes a low inventory.

4. Less than five employees.

Opportunities:

1. Continuous development of products from customer feedback.

2. Growing preference to shop online.3. A great opportunity to expand into

local running stores without setting up our own shop.

4. Visibility at racing events throughout the PNW.

Threats:

1. Local and Global competitors.2. Portland is HQs for Nike and

Adidas.3. Competition attempting to copy

design4. Low product availability could turn

potential buyers away if they have to wait.

GoalsThe ultimate goal for PackRun is to become an established and respected name in the field of running gear. PackRun’s research shows there are multiple brands of running gear that claim to be the best, but PackRun’s gear is the first of its kind that has enough storage to carry most essential running items like a cellphone a running gels like GU. In order to reach their ultimate goal, PackRun has established several short-term goals.

Increase brand recognition and online influence. Build a reputation among the running community. Drive more traffic to PackRun’s website. Increase the amount of time customers spend on PackRun’s website. Increase PackRun’s social media presence/followers.

Strategies6 | P a g e

The above goals are only attainable if PackRun has a clear set of strategies for its social media marketing plan. PackRun will use best practices and will develop a list of tactics to ensure successful implementation of the social media plan to help achieve the ultimate goal for the company. PackRun’s social media strategies include:

Listening to various social media outlets to see where PackRun is being mentioned or talked about.

Interacting with followers on Facebook and Twitter where the target audience is located.

Engaging with followers and customers to drive word-of-mouth recommendations based on their experience using the PackRun’s apparel.

Embracing customers by establishing an energetic brand community where runners can forge relationships and provide valuable feedback about PackRun’s brand and products.

Influencing the target market with video demonstrations of PackRun’s versatility when it comes to storing essential running gear.

Connecting with followers and potential customers by offering discounts and flash sales.

Contributing content to popular running websites like RunnersWorld.com for widespread exposure of the brand, which in turn will increase website traffic, sales, and followers

7 | P a g e

Target MarketThe target market for PackRun will be runners of all shapes, sizes and abilities. The target market will be someone who runs distance and needs a new way of carrying essential running items. They will look to PackRun to solve the spending of more money on more products when they get everything in one solid item. The following are three personas that represent the target market of PackRun.

User Personas

JackProfessional Runner

Jack is a professional runner who has a contract with a professional running team. Jack gets paid to represent this company in races and on social media.

DAY TO DAY

Jack meets up with the team in the morning and goes for an easy run or does a hard workout. After that, he goes home to do some stretch work. A few times a week, Jack will meet with his team again for an organized afternoon practice where they work on biomechanics or do strength training.

PERSONAL DETAILS

Jack is 25 years old and originally from Coos Bay, Oregon, which is a small town on the Coast of Oregon. When running distance races, Jack likes to carry 2-3 GUs with him but struggles to stash the small amount into his running bottoms. Jack started running in elementary school and has completed over 100 distance races ranging from 10k to full marathons.

8 | P a g e

BobbiHR Professional

Bobbi is an experienced, Sr. Global Business & HR Professional. Her positive attitude and strong relationship building and leadership skills consistently affords her opportunity to grow as an HR professional. She is a casual distance runner with more than 20 marathons under her belt.

DAY TO DAY

Bobbi works long hours and tries to find time to get a quick three-mile run in five days a week. Her job can be stressful at times and she uses these runs to clear her head. When work keeps her away from running, she tries to walk during lunch.

PERSONAL DETAILS

Bobbi is 32 years old and has been a distance runner for six years. She is originally from Cheyenne, Wyoming and moved to Portland to get away from the snow and wind. Her life can be stressful at times which can cause her weight to go up and down, making the purchase of running gear difficult. She is always looking for the next best thing when attending race expos.

9 | P a g e

TonyPersonal Trainer

Tony is a personal trainer with more than 15 years of experience. Along with personal training, Tony can be found in the fitness centers teaching classes. He specializes in Powerlifting, weight loss, and wellness coaching.

DAY TO DAY

Tony can be found in the gym six days a week helping people obtain their fitness goals. He spends more than six hours in personal training session with his clients, two hours teaching various group classes, and ends his day with a two-hour workout session of his own.

PERSONAL DETAILS

Tony is 28 years old and lives in Portland, Oregon. In high school he ran the 100-yard dash and played on the basketball team. Tony has a very active lifestyle and enjoys CrossFit type workouts. He recently was introduced to distance running and feel in love with the challenge it put his body through. Tony is trying to find the right combination of clothing that allows him to carry essential running items in a very minimalist way.

10 | P a g e

Tools & ImplementationAs PackRun is establishing their brand, social media is their primary tool for building a customer base. In examining the above goals and strategies, PackRun was able to choose which social media platforms would be best to maximize their social media presence on the web. Other tools that was used in the creation of PackRun was PollDaddy, Wix, Gliffy and Google Analytics. The following is a breakdown of how each tool was used.

Facebook – Facebook is the most popular social media network and therefore an important tool in reaching potential customers. It is necessary to have a brand presence on this website. This tool will be used to engage with customers, promote the brand and create a community of followers.

Twitter – Twitter is another important social media network PackRun will need to utilize to promote brand awareness. Twitter will be used to reach large audiences with brief messages. The use of hashtags is one of the most important things PackRun to use to help generate followers and brand awareness. Below are the first ten tweets PackRun sent out to their followers.

1. Running reminds you that your body is alive. #PackRun #Running #Runner2. Let #PackRun help you become too tough to kill with our running gear.

http://bit.ly/1pQGQxL3. Make every run YOUR run and make it the best by wearing #PackRun.

http://bit.ly/1pQGQxL4. We at #PackRun like running because we really, really like dessert!5. #PackRunners run hard, when it’s hard to run. #PackRun http://bit.ly/1pQGQxL

11 | P a g e

6. A little Pre to get you going. #PackRun

7. How the team at #PackRun got started in this whole running thing.

8. Either you run the day, or the day runs you! Let #PackRun help you run the day!

http://bit.ly/1pQGQxL9. Tough runs don’t last, tough runners do! #PackRun10.Find your best running bottoms at #PackRun! http://bit.ly/1pQGQxL

12 | P a g e

PollDaddy – PollDaddy was used to create a survey to help develop a brand name and logo. The survey results can be found in the appendix of the social media plan.

Wix – Wix was used to build the PackRun website from scratch. A screenshot of the website can be found in the appendix of the social media plan.

Gliffy – Gliffy was used to create the wireframe for the PackRun website. This wireframe can be found in the appendix of the social media plan.

Google Analytics – Google analytics will be the most useful tool for the PackRun website. This tool will be used to track how potential customers are finding the PackRun website and which methods are the most effective. This information will allow PackRun to improve the website to be the most efficient and user friendly it can be.

Monitoring & TuningSocial media monitoring is essential to PackRun’s social media plan. PackRun will use multiple analytical tools such as Facebook insights and Google Analytics, to ensure that every social media platform is being used to its full potential. PackRun will also use Key Performance Indicators to measure quantitative and qualitative metrics to ensure the social media plan is succeeding. As part of the tuning process, PackRun will make adjustments to strategies as necessary to maximize the chance of success.

Quantitative Key Performance Indicators for the next year include:

Reach 2500 Facebook and Twitter followers. 150% increase in the number of comments and likes/favorites on posts/tweets. 150% increase in visits to website from Facebook and Twitter. Decrease response time to less than a half hour. 50% growth in number of mentions on Twitter.

13 | P a g e

Appendix

Proposed Logos

Branding Research

PackRun created a survey using PollDaddy.com to gain feedback on potential brand names and logo design. The survey reached a total of 28 people. The name “PackRun” received the most votes with LocoLegs not receiving a single vote. After describing what the brand name would be selling, LocoLegs received a couple of votes, but PackRun was the clear winner. The color purple was chosen because it is the founders favorite color, but looking back at the survey, the question could have been asked what color would make the logo/brand stand out the most. Overall, the survey provided insight into our potential market. Below are the results of each of the seven questions asked.

14 | P a g e

-

15 | P a g e

16 | P a g e

Wireframe

This wireframe design was made after the website was created. Though PackRun’s initial wireframe was more of a sitemap, it did help to create the website that is currently in use. Wix had several already built templates that allowed PackRun to make the best website it could.

17 | P a g e

Final Website Design

18 | P a g e