Me and My Cannondale <br />By Michael Sendek<br />
Industry Overview<br /><ul><li>$2.862 billion dollar of bike market share
Additional $3.242 billion Parts, Rubber, accessories, clothing and shoes
Total $6.104 billion dollar industry </li></ul>Info provided by interbikes.com 2008 Bicycle Industry Facts<br />
What do Cannondale riders and Pick-up truck owners have and common?<br />They love their ride<br />They love to add onto their ride<br />They love to add onto their rides and then show them off<br />Cannondale has 15,042 fans on Facebook that have uploaded:<br />923 user generated pictures of just their bikes<br />
So What do we know?<br />People use bikes for many different things.<br />There are lots of different types of bikes for these different things<br />Mountain Biking<br />Road Racing<br />Recreational <br />Law Enforcement <br />People have <br />
A user generated forum that enables Cannondale riders to submit stories, videos and pictures of the journey’s they’ve taken on their Cannondales<br />Me and My Cannondale<br />Oh, the places you'll go! There is fun to be done!–Dr. Seuss<br />
Create a Conversation<br />Meet Chris <br />Chris goes to MSU<br />Chris bikes<br />Chris biked across the country in 28 days <br />That’s interesting<br />But what kind of bike did he use, how did he prepare, what did he bring ?<br />Me and My Cannondale will allow people to <br />Create conversation<br />Ask questions<br />Share Stories<br />Current “Ask Brad” blog answers questions, but doesn’t generate the curiosity needed to ignite people <br />
How does this help?<br />People will be able to target their particular biking interest<br />Through these stories potential buyers will:<br /><ul><li>Learn of ways to use bikes
And ultimately tie-in the Cannondale bike from the stories to their need</li></li></ul><li>Generating Traffic<br />Leverage previously established channels<br />Cannondale.com<br />Drive site traffic towards the forum to learn what kind of bike is for you. <br />Facebook 15,045 fans<br />Encourage users who post pictures to tell their stories at Me and My Cannondale <br />Targeted ads directed at those interested in biking and other adventurous activities. <br />Twitter 4,168 Followers<br />TweetOfTheWeek<br />Tweet most interesting story of the week<br />Youtube 319 subscribers<br />Promote user generated videos posted to forum<br />
Monitoring<br />How can we tell that we are driving traffic?<br />Site Admin monitoring<br />By monitoring the site’s conversations we can track what kind of interest the conversations are generating<br />Create metrics to determine where our traffic is coming from and where they are going via Google Analytics <br />Track social media conversations with Radian6<br />See what people are saying about Cannondale<br />Who are major influencers we need to collaborate with?<br />
Timeline <br />Budget <br />Estimated campaign cost for November to November= $75,000 to $100,000 <br />Biking is highly seasonal and geographically based<br />Warmer seasons and locations<br />4 months to build infrastructure and develop full strategy to launch Me and My Cannondale<br />Begin construction in November so site is ready to launch in March and beginning of warm seasons. <br />
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