1. Stuff in red= additional info we need to get to add to the script
Social Media Marketing Plan: Vitaband
https://vitaband.net/home/
Introduction:
Created in Philadelphia in 2007, VITAband is among the latest technology in medical
identification products. It is a lightweight, flexible, hypoallergenic, and waterproof medical ID
bracelet that provides medical professionals with personal identification, medical history, and
emergency contact information. In addition, it contains Visa RFID credit card information for
contactless payment that can be utilized via payWave technologies. It is ideally used when
jogging, bike riding, hiking, and participating in other activities where it is inconvenient to carry a
wallet.
Situation Analysis:
Strengths:
● Relatively strong presence on Facebook, Twitter and Recently Pinterest
○ get the numbers
● VITAband is offered at over 100 locations on the east coast.
○ name some locations
● Affiliated partners with Nathan Performance Gear and Rumba Time
● Being talked about in the news
○ give examples (dates and article locations)
Weaknesses:
● Lack of social media icons on their website
○ (Facebook, Twitter, Youtube, Pinterest)
● VITAband ranks low when searching on Google using the keywords
○ numbers
● Facebook and Twitter posts don’t have a clear focus content strategy
○ give examples of the random posts
● relatively new product
Opportunity:
● Affiliated partners are established companies and successful online
● Partners are incorporating VITAband into their social media posts.
Threats:
● VITAband is getting lost within the product mix on affiliate partner websites.
● Other contactless payment applications on smartphones
○ (i.e. google wallet) runners already have i-pod/ iphone

2. Marketing Objectives:
(Bulleted List)
● Increase subscribers and engagement on VITAband’s social media profiles by 30
percent within a 6-month period (Dec 2012)
● Establish awareness to the target audience through search engine marketing with a 20
percent monthly increase
● Increase visits to www.VITAband.net by 30 percent monthly
Social Media Strategy:
(two or three strategies ex: integrating into a social community)
● Develop a structured content strategy for all social media platforms
○ make a list of 20 new keywords VITAband can use in its marketing efforts
○ create the allocation of content (we have to actually decide percentages)
■ engagement posts (entice liking posts or entice expressing your opinion)
■ videos
■ pictures
■ marathons, races, triathalons, etc.
■ promotional events (contests, giveaways, holidays, etc.)
■ Product news
○ In each zone
■ Zone 1 Social Community (suggestions for all bullets)
● On Facebook and Twitter, establish conversation identity and then
post relevant topics, which will increase likes, impressions and
engagement
● tweeting and posting to relevant organizations (marathons, races,
famous athletes)
● “sponsor an athlete” campaign
● “VITAband giveaway” -once a month contest
● “ #vitaband “
■ Zone 2 Social Publishing (give examples and suggestions for each bullet)
● produce weekly blog content (hasn’t been touched in over a year)
○ pictures
○ videos
○ “contest winners”
○ incorporate links tofacebook, twitter, and pinterest
● On Youtube, video tape consumers (athletes) using the products
○ sponsorships
■ Zone 3 Social Commerce
● increase sales
● Consider more focused keywords on Google analytics
● Set up Google and Facebook Ads

3. ● Groupon and LivingSocial(ideas for promotions...i.e. BOGO
50%OFF)
Activation Plan: (budget and next steps)
● assign a community manager
● introduce content and calendar (DAILY?)
■ engagement posts (entice liking posts or entice expressing your opinion)
■ videos
■ pictures
■ marathons, races, triathlons, etc.
■ promotional events
■ Product news
● Redesign VITAband website ($1000 one time)
○ Visually more appealing
○ incorporate icons with links to all social media accounts (pinterest, facebook,
twitter, youtube)
○ Content-wise: Tweaking keywords on the homepage in order to rank higher on
Google searches using the 20 keywords
● Create a Hootsuite account to manage all your social media pages ($10/month, first
month free)
● Set up GoogleAd account ($5/day)
○ create 3 versions of a google advertisement to be rotated
○ create a daily budget (CPCs)
○ target ads using the 20 recommended keywords
Management and Measurement: (performance analysis)
● website traffic can be measured by google analytics
● keywords can be checked weekly by googleAdWords, and based on their performance
they can be reevaluated
● facebook- monitor subscribers, interactions and facebook insights
● twitter-monitor followers, tweets, connections, tweet deck/ hootsuite
● youtube-views per video and subscribers
● pinterest- repinning likes and comments
● blog- engagement (comments)
Magazines:
● Adventure Cyclist- http://www.adventurecycling.org/mag/
● Running Times- http://runningtimes.com/
● Ultra Running- http://www.ultrarunning.com/index.shtml
● Fitness magazine- http://www.fitnessmagazine.com/
● Bicycling- http://www.bicycling.com/
● Bicycle Times- http://www.bicycletimesmag.com/
● Runners World- http://www.runnersworld.com/
● Sports Illustrated
● Men’s Health
● Shape Magazines