Amateur hour! This is a mock-up of a digital strategy for Moosejaw Mountaineering.

1. Dropping The Jaw in The Mitten
Moosejaw Digital Strategy
Rachel Kern
ADV 420

2. LOVE THE MADNESS
https://www.youtube.com/watch?v=kkvm54fh9u8
• First store opened: 1992
• Amercan backpacking and outdoor retail
industry
• Michigan based
• “Moosejaw Madness”
• Personal, humorous advertising
• Consistent in each channel

3. Target Audience
• 18-55 years old
• Physically active males & females
• Running, kayaking, backpacking,
slacking, fishing…yoga too!
• Bachelor’s Degree
• Single…Married…3 or less children
• HH Income 85,000+
• Located in Midwest

4. Social Media
• Facebook
• Twitter
• Pinterest

5. Social Media, ctd.
• Instagram
• Flickr
• Blog

6. Internet Marketing
• Google AdWords
– Best Camping Gear
– Discount Camping Gear
– Outdoor Clothing Brands
– Outdoor Gear Stores

7. Mobile Strategy
• Mobile Application
• “Checking-In”
• Coupons and Incentives
• General Info

8. • METRICS, Metrics…METRICS
• Cost per Click
• Cost per Open (PBM)
• Bounce Rate
• Loyalty Rate

9. Budget

10. Budget, ctd.