Bash
Boards’Launch!
Presented by: Paula Kelly
For IMC Assignment 4

http://www.flickr.com/photos/8404276@N06/4012337343

Su...
Bash Boards
Sunday, December 22, 13
Founded by
Brothers

http://www.flickr.com/photos/85853333@N00/3976483092

Sunday, December 22, 13
L
a
u
n
c
h
2
0
1
4
Custom Skateboard Decks
http://www.flickr.com/photos/48367426@N08/4884778034

Sunday, December 22, 13
Build Brand
Loyalty
Dedicated Website
Social Media Platforms
Pre-launch event in Knoxville

Sunday, December 22, 13
SWOT ANALYSIS
Strengths

Opportunities
•	


•	

•	

•	

•	

•	

•	

•	

•	


Does not have a negative reputation
Location ...
What Makes
Bash Boards
Unique?

http://www.flickr.com/photos/34097423@N00/4221400727
Sunday, December 22, 13
C
u
s
t
o
m
D
e
c
k
s
http://www.flickr.com/photos/83555001@N00/2967515870

Sunday, December 22, 13
SMART Goals
•	

 The social media sites will launch on February 15, 2014. It will include Bash Boards’ professional pages ...
Target
Market
http://www.flickr.com/photos/86530412@N02/7987532186

Sunday, December 22, 13
Created in PhotoShop

Sunday, December 22, 13
Target Market
•
•

Sunday, December 22, 13

Females spend $109 and
males $ 95

•
•
http://www.flickr.com/photos/24257141@N0...
Buyer Persona
•
•
•
•

Abby

•
•

Searches online

Sunday, December 22, 13

14 years old
Lives in Fairfield, Ohio
Spends he...
Primary
Research

Secondary
Research
http://www.flickr.com/photos/95394384@N00/6245106345

Sunday, December 22, 13
Primary Research Objectives
The survey will be used to conduct the primary research. The participants are 75 individuals
b...
Creative Samples

Logo

Sunday, December 22, 13
Media Flowchart

Sunday, December 22, 13
Budget Totals
•	

Total Budget funds allocated
$22,000.00
•	

Total Budget included in report
$21,333

Sunday, December 22...
References:

AXS (2013). X Games. Retrieved on July 14, 2013 from the following website:
http://www.axs.com/events/241353/...
Photo credit via http://www.flickr.com/photos/40645538@N00/4277100497/
Quantcast (2013). Birdhouse Skateboards. Retrieved f...
Upcoming SlideShare
Loading in...5
×

Imc assignment 4 paula kelly

171

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
171
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Imc assignment 4 paula kelly

  1. 1. Bash Boards’Launch! Presented by: Paula Kelly For IMC Assignment 4 http://www.flickr.com/photos/8404276@N06/4012337343 Sunday, December 22, 13
  2. 2. Bash Boards Sunday, December 22, 13
  3. 3. Founded by Brothers http://www.flickr.com/photos/85853333@N00/3976483092 Sunday, December 22, 13
  4. 4. L a u n c h 2 0 1 4 Custom Skateboard Decks http://www.flickr.com/photos/48367426@N08/4884778034 Sunday, December 22, 13
  5. 5. Build Brand Loyalty Dedicated Website Social Media Platforms Pre-launch event in Knoxville Sunday, December 22, 13
  6. 6. SWOT ANALYSIS Strengths Opportunities • • • • • • • • • Does not have a negative reputation Location of business Quality product Skills Equipment Time Public Relations Plan Understanding of media tools and metrics • • • • • • • • Weaknesses Unknown product Indirect competitors Lack of expertise Family dynamics No set launch date Lack of reputation Lack of credibility Limited resources No crisis management or communication plan • Campaign has not started • Lack of participants • • • • • • • • • Sunday, December 22, 13 Create a crisis management/ communication plan Expand social media Expand target audience Expand e-commerce Build positive relationships/ sponsorships Create a positive brand image Product recognition 90% of teens 12-17 use social media (Fitzgerald, 2012). $4.8 billion dollar industry (Montgomery, 2009) 12.5 million skateboarders in the US (Wysaski, 2013) Threats • Lack of economic growth in TN • • • • • • • (Murray, 2012). Direct competitors Market demand Product credibility Lack of resources Owners living in separate states New technology Campaign sustainability
  7. 7. What Makes Bash Boards Unique? http://www.flickr.com/photos/34097423@N00/4221400727 Sunday, December 22, 13
  8. 8. C u s t o m D e c k s http://www.flickr.com/photos/83555001@N00/2967515870 Sunday, December 22, 13
  9. 9. SMART Goals • The social media sites will launch on February 15, 2014. It will include Bash Boards’ professional pages on Facebook, Twitter, YouTube, Pinterest, and Google+ and will reach the target audience of skateboarding teens 12-17 years old. • In order to create brand awareness, loyalty, e-commerce, and search optimization, the website will launch on March 15, 2014 to reach the target audience of skateboarders between the ages of 12-17 years old. • The pre-launch event will occur in April 2014. The pre-launch event will create fan loyalty, and brand awareness to the target audience of skateboarding teens between the ages of 12-and 17 years old. • The official launch event will occur in Maryville, TN in July 2014 with a ribbon cutting ceremony. The official launch will create community engagement and brand awareness to the target audience, community members, media, and politicians. Sunday, December 22, 13
  10. 10. Target Market http://www.flickr.com/photos/86530412@N02/7987532186 Sunday, December 22, 13
  11. 11. Created in PhotoShop Sunday, December 22, 13
  12. 12. Target Market • • Sunday, December 22, 13 Females spend $109 and males $ 95 • • http://www.flickr.com/photos/24257141@N05/4962558999/ $4.8 billion industry (Montgomery, 2009) 77% of all purchases 54% of skateboarders are girls
  13. 13. Buyer Persona • • • • Abby • • Searches online Sunday, December 22, 13 14 years old Lives in Fairfield, Ohio Spends her free time skateboarding Online purchases http://www.flickr.com/photos/40645538@N00/4277100497/
  14. 14. Primary Research Secondary Research http://www.flickr.com/photos/95394384@N00/6245106345 Sunday, December 22, 13
  15. 15. Primary Research Objectives The survey will be used to conduct the primary research. The participants are 75 individuals between the ages of 12-17 that filled out contact and signed parental request forms at local skateboard recreational facilities in the greater Knoxville, TN area. I will contact participants by phone and face-to-face interviews when permissible. It will take 4-6 weeks to gather participant contact and signed parental request forms. The sample size will consist of at least 100 participant contact forms. Sampling will include at least 75 of the signed request forms. Contacting the participants for the survey will take between 4-6 weeks. Sunday, December 22, 13
  16. 16. Creative Samples Logo Sunday, December 22, 13
  17. 17. Media Flowchart Sunday, December 22, 13
  18. 18. Budget Totals • Total Budget funds allocated $22,000.00 • Total Budget included in report $21,333 Sunday, December 22, 13
  19. 19. References: AXS (2013). X Games. Retrieved on July 14, 2013 from the following website: http://www.axs.com/events/241353/x-games-skate-street-women-s-streetleague-skateboarding-select-series-tickets?skin=xgames Billboards in my City (2013). Knoxville Billboards. Retrieved from the following website: http://www.billboardsin.com/tennessee/knoxville Clarksville Online (2012). Tommy Vallejos Named Minority Small Business Champion Champion of Tennessee. Retrieved from the following website: http://www.clarksvilleonline.com/2012/06/01/tommy-vallejos-named- minority small-business-champion-for-Tennessee/ East Tennessee Economic Development Agency (2013). Survey: Hiring Prospects Improving in Knoxville. Retrieved from the following website: Sunday, December 22, 13
  20. 20. Photo credit via http://www.flickr.com/photos/40645538@N00/4277100497/ Quantcast (2013). Birdhouse Skateboards. Retrieved from the following website: https://www.quantcast.com/birdhouseskateboards.com Rainie, Lee (2009). Teens and the Internet. Retrieved from the following website: http://www.pewinterest.org/presentation/2009 SK8 Factory (2013). SK8 Factory Information. Retrieved from the following website: http://www.sk8factory.com/custom.html Timmons, J., Zacharakis, A., & Spinelli, S. (2009). Business Plans that Work: A Guide for Small Business. McGraw-Hill Primis WBIR (2013). WBIR Advertising. Retrieved from the following website: http://www.wbir Wysaski (2013). Skateboarding. Retrieved from the following website: Sunday, December 22, 13
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×