Moosejaw	
  Mountaineering	
  
Marke0ng	
  Strategy	
  
Brandyn	
  Brazee	
  
Moosejaw	
  Mountaineering	
  is	
  an	
  outdoor	
  
recrea0on	
  from	
  Keego	
  Harbor,	
  MI	
  that	
  was	
  
origi...
The	
  Campaign	
  Idea	
  
To	
  formulate	
  a	
  marke0ng	
  strategy	
  for	
  
a	
  company	
  with	
  such	
  a	
  n...
Social	
  Media	
  
AOer	
  research,	
  Moosejaw	
  has	
  a	
  rela0vely	
  strong	
  
social	
  media	
  presence.	
  	...
Google	
  AdWords	
  Campaign	
  
Since	
  Moosejaw	
  offers	
  such	
  a	
  variety	
  of	
  outdoor	
  
equipment	
  and...
Mobile	
  Strategy	
  
The	
  best	
  thing	
  for	
  Moosejaw	
  to	
  have	
  to	
  stay	
  in	
  line	
  with	
  compe0...
Strategy	
  Integra0on	
  
The	
  best	
  thing	
  about	
  the	
  strategies	
  for	
  Moosejaw	
  is	
  
that	
  in	
  t...
Measurements	
  of	
  Success	
  
We	
  will	
  track	
  insights	
  on	
  Facebook,	
  including	
  new	
  
likes,	
  sha...
Budget	
  
To	
  accomplish	
  the	
  goals	
  that	
  have	
  been	
  
set	
  out	
  for	
  Moosejaw,	
  I	
  have	
  pro...
Timeline	
  
The	
  campaign	
  will	
  start	
  in	
  
September	
  and	
  run	
  throughout	
  
the	
  following	
  year...
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Moosejaw Marketing Strategy

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Marketing Strategy for Moosejaw Mountaineering for MSU 420 NMDL class.

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Moosejaw Marketing Strategy

  1. 1. Moosejaw  Mountaineering   Marke0ng  Strategy   Brandyn  Brazee  
  2. 2. Moosejaw  Mountaineering  is  an  outdoor   recrea0on  from  Keego  Harbor,  MI  that  was   originally  a  brick  and  mortar  store.    Now,  based   in  Madison  Heights,  MI  with  10  loca0ons   around  the  United  States.  The  privately  held   company  started  with  2  employees,   now  has  over  300  around  the  country.   Moosejaw  specializes  in  outdoor  equipment  and  apparel  and  superb  customer  service.   The  company  also  uses  a  crea0ve  way  to  connect  to  their  customers  with  a  campaign  called     “Moosejaw  Madness”.    This  campaign  is  where  all  the  sales  and  promo0ons  are  tabbed  under   and  they  also  have  a  part  of  their  site  dedicated  to  the  “Madness”.     History  
  3. 3. The  Campaign  Idea   To  formulate  a  marke0ng  strategy  for   a  company  with  such  a  niche  market   can  some0mes  prove  to  be  tricky.   However,  I  do  believe  that  there  are   ways  to  improve  their  social  media,   mobile  marke0ng,  and  Internet   presence.   The  main  idea  is  focus  on  their  name   and  image.    Then  a3aching  this  to   events  and  promo6ons  and  tying  it  all   into  social  medias,  Google  Adwords,   and  the  mobile  strategy.  
  4. 4. Social  Media   AOer  research,  Moosejaw  has  a  rela0vely  strong   social  media  presence.    They  have  an  ac0ve   Facebook  and  TwiQer,  along  with  a  YouTube   channel,  Pinterest,  Instagram,  and  LinkedIn.    But,   there  is  a  problem  with  linking  back  to  their   profiles  through  other  companies  they  sell.   There  should  be  a  connec0on  between  brands,   events,  and  promo0ons  by  using  hashtags,   men0ons,  videos,  and  links.   Making  their  social  media  more  interac0ve  with  promo0ons  and  contests,  or  with  linking   back  to  other  companies  will  help  promote  their  name  with  new  clients  and  current   clients.    Since  they  s0ll  considered  a  small  company  amongst  their  compe0tors,  this  will   help  people  recognize  their  brand  name.   Through  social  media  Moosejaw  can  become  more  recognizable  to  the  people  who   normally  wouldn’t  no0ce  their  name  or  associate  themselves  with  the  company.  
  5. 5. Google  AdWords  Campaign   Since  Moosejaw  offers  such  a  variety  of  outdoor   equipment  and  apparel,  it  is  important  to  have  a  strong   AdWords  campaign  that  uses  specific  phrases  and   keywords.    The  Internet  marke0ng  should  be  a  focus   and  key  to  their  overall  campaign  success.   Using  the  Google  tools  will  allow  us  to  enter  keywords   and  phrases  that  would  be  associated  with  the   Moosejaw  brand  name.    Then  when  these  words  and   phrases  are  searched  for,  the  Moosejaw  site  will   emerge  in  the  top  of  the  Google  search  results.     Since  Moosejaw  is  an  outdoors  store,  phrases  and   keywords  will  include  but  not  be  limited  to  things  like   The  North  Face,  Patagonia,  Mountain  Hardware,   outdoors,  camping,  hiking.    
  6. 6. Mobile  Strategy   The  best  thing  for  Moosejaw  to  have  to  stay  in  line  with  compe0tors  is  a  mobile  app.    This   app  will  offer  all  of  their  products,  a  search,  share,  store  loca0on  and  product  availability   at  each  store,  but  most  importantly  it  will  offer  quick  access  to  their  top  brands  and   merchandise.       By  signing  up  and   dowloading  the  mobile   app  Moosejaw  will  then   be  able  to  send  push   no0fica0ons  on  sales,   promo0ons,  and  other   events  straight  to  the   customers  mobile  device   or  tablet.   Also,  the  app  can  be   integrated  with  Facebook,   TwiQer,  and  their  buyers   Moosejaw  Rewards   program.    When  items  are   purchased  the  customer   can  gain  extra  points  by   sharing  their  purchases  on   their  own  social  media.     They  can  also  check  their   reward  point  status  in  the   app.  
  7. 7. Strategy  Integra0on   The  best  thing  about  the  strategies  for  Moosejaw  is   that  in  the  end,  everything  connects  to  one  another   in  some  way.   The  mobile  app  can  be  connected  to  social  media  by  asking  poten0al  sign  ups  to  login  by  using   their  Facebook  or  TwiQer  profiles.    They  can  then  share  purchases  and  likes  from  the  app  and   the  website  on  their  feeds.    Also,  customers  can  have  the  op0on  to  share,  the  news  on   Moosejaw’s  social  media  feeds.   Google  Adwords  will  be  able  to  connect  back  through  searches  and  history.    Based  on  what   someone  is  searching  for  at  the  specific  moment,  Google  will  be  able  to  link  the  searcher  back   to  the  website,  mobile  app  (if  on  a  mobile  device),  and  Moosejaw’s  social  media  profiles.  
  8. 8. Measurements  of  Success   We  will  track  insights  on  Facebook,  including  new   likes,  shares  and  men0ons.    This  goes  the  same  for   TwiQer,  we  will  record  new  follows,  men0ons  and   hashtag  men0ons.       We  will  use  Google  Analy0cs  to  track  new  visits  to   the  company  site  and  what  keywords  and  phrases   are  most  beneficial  to  the  company.   Also,  the  amount  of  downloads  for  the  mobile  app   will  be  recorded.   In  the  end,  we  will  no6ce  increase  in  sales,  brand   notoriety,  and  brand  awareness.  
  9. 9. Budget   To  accomplish  the  goals  that  have  been   set  out  for  Moosejaw,  I  have  proposed   for  the  budget  to  start  out  at  $500,000.     This  will  cover  the  cost  for  a  mobile   app  developer,  a  social  media  manager,   contests  on  social  media,  event   promo0ons,  Google  AdWords,  and  all   employees  needed  to  assist  in  these   branches  of  the  company.   By  implemen0ng  these  ideas   Moosejaw  will  be  able  to  capitalize  on   their  audience  and  increase  their   presence  in  the  outdoor  recrea0on   market,  and  those  who  may  not   typically  know  about  Moosejaw.   By  increasing  awareness  through   social  media  and  current  customers,   Moosejaw  will  be  able  to  gain  new   customers  for  the  future.  
  10. 10. Timeline   The  campaign  will  start  in   September  and  run  throughout   the  following  year.  Social  media   will  be  updated  daily,  and  events   and  promo0ons  will  correspond   with  the  seasons.  In  the  fall  and   winter  months  offer  jackets  or   snowboard,  and  in  the  spring  and   summer  months  offer  camping   gear  or  swim  suits.    The  app  will   also  be  maintained  and  updated   throughout  the  year,  and  Google   Adwords  will  work  like  the   promo0ons.    Moosejaw  will  rely   heavier  on  phrases  and  keywords   that  work  beQer  with  the  seasons  

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