A powerpoint presentation about Oakley and a suggested Digital Marketing Strategy that I

1. ADV 420 Section 701
Jacob Stevens
A42336397
Digital Marketing Strategy

2. Oakley’s Business Overview
 Oakley’s main product sold is sunglasses
 Oakley also sells a large amount of apparel including:
 A full clothing line
 Jackets
 Winter Clothing
 Shoes
 Oakley sells equipment for the following sports including:
 Golf
 Hockey
 Football
 Baseball
 Snowboarding
 Skiing
 Biking
 Motorsports
 And many more action and performance sports

3. Oakley’s Challenges and
Goals
Challenges Goals
 Finding the right target  Increase sales during the
audience to advertise their time where this
product
campaign is
 Advertising the right
products to the correct implemented
demographics  Increase online sales by
 Advertising the right sports 15%
to the right regions  Increase in-store sales by
 Establishing the correct 10%
seasonal products for the  Effectively reach the
right time of year target audience desired

4. Social Media
 Facebook
 Post new product releases
 Post celebrity endorser videos
 Post customer/user product testimonials
 Offer promotions through Facebook
 Twitter
 Tweet about new products and release dates
 Tweet/retweet celebrity endorser videos and
pictures
 Offer promotions through Twitter

5. Social Media Continued
 Google+
 Post customer testimonials
 Post celebrity endorser videos and pictures
 Post advertisements and new product
information and release dates
 The combination of Facebook, Twitter, and
Google+ will enable consumers to see
Oakley’s online advertisements, product
testimonials from consumers and
endorsers, and gain access to special
promotions through social media.

6. Internet Marketing
 Google Adwords Campaign
 Optimize certain keywords for Oakley
 Keywords will bring internet users to Oakley’s
products and advertisements
 Optimizing keywords is very important to
Oakley’s digital marketing
○ Without search engine optimized keywords, there
will be no direction to Oakley’s products
○ By optimizing these keywords, Oakley
advertisements will also begin to appear on the
social media profiles of those who search for them

7. Internet Marketing Continued
Correctly Spelled Incorrectly Spelled
Optimized Keywords Optimized Keywords
 Sunglasses  Sunglases
 Glasses  Glases
 Oakley  Eywear
 Eyewear  Okley
 Performance Eyewear  Opticks
 Optics
 Goggles
It is very important to include keywords that resonate with the product, the
company’s brand image, and keywords that would commonly be associated
with searching for Oakley and its products. It is also important to include
keywords that would commonly be misspelled, so that in case the searcher
accidentally makes a spelling error, they are still directed to the intended
website.

8. Mobile Marketing
 Oakley Mobile Application
 Available to those who are smart phone users
 Downloadable for free through smart phone mobile
application stores
 Will showcase Oakley’s current and new products
 Provide up to date information on celebrity
endorsers and what Oakley gear they are using
 Will feature an X-Games themed video game that
includes snowboarding, skateboarding, skiing, and
snowmobiling
 App users can play the game, keep track of new
Oakley products, and keep track of their favorite
Oakley celebrities and athletes

9. Budget
 A budget of $500,000 with be allotted
 Will cover Google Adwords campaign, due to
pay-per-click function for optimized keywords
 Will also cover the costs for the Oakley Mobile
App and its launch due to it being a free
downloadable application
 In addition, the budget will cover costs for social
media marketing, which are minimal
 The allotted budget will cover the social media,
internet marketing (Google Adwords), and the
mobile marketing campaign in their entirities

10. Oakley Digital Marketing Recap
 The suggested combination of social media
presence, internet marketing via Google
Adwords, and a mobile smart phone
application will enable consumers to
access Oakley’s products and
advertisements more frequently. This
campaign will help build Oakley’s brand
image on the internet, within social media,
and on mobile devices as well.
ADV 420 Section 701
Jacob Stevens
A42336397