Nike Air Jordan Digital Marketing Strategy MSU New Media Drivers License Summer 2011 Brittany N. Davis

1. Online Marketing Strategy A I R J O R D A N New Media Drivers License Summer 2011 Brittany N. Davis

2. Client Profile Originally released in 1985 Jordan Brand a subsidiary of Nike New design released annually Sneakers & Athletic Apparel Key Insight: Air Jordan I is the highest selling Air Jordan unit ever

3. Campaign Goals Expand Air Jordan consumer culture Increase social media traffic Develop an official digital site for consumers to converse Generate a broader hype around annual releases Further knowledge of consumer demographics & trends

4. Consumer Culture Coveted brand Highly anticipated shoe releases Collectors item = Strong brand loyalty Long-time buyers & retro enthusiasts Appeals across gender & cultural lines

5. Growing Consumer Culture Collective consumer insight Stronger consumer relationship Creative outlet for official content

6. Campaign Insights Official Air Jordan Facebook Twitter YouTube Community Forum Blog + SEO via strategic keywords

7. Integrated Digital Strategy #AIRJORDAN Social Media presence should emphasize: Official content Exclusive brand information Creative outlet for fans to congregate A place for fans to feel connected to the brand

8. Campaign Budget Budget should be minimal primary goal is to expand consumer relationship $60,000

9. Campaign Timeline Continuous moderate ad presence Jan - Dec with increased momentum during high sales quarters Twitter, blog, & forum should be frequently monitored and updated

10. Metrics of Success Results Increased SM “buzz” Greater site traffic Search results Forum activity Metrics Google Analytics Increased “fans” Higher search Google Insights