2. Oakley’s Current Target Audience
● People of all ages
● Athletic outdoorsmen and women
● Pro snowboarders, skiers, golfer's, baseball players, bikers
Potential New Market:
● People who may not be as athletic or outdoorsy
○ Promote casual apparel to anyone
○ Ads featuring people wearing their clothing in a non athletic setting
3. Oakley’s Current success in Digital Media
● Website and mobile site
○ Easy to navigate
● Facebook, Instagram, Twitter
○ Great use of hashtags and pictures
● Youtube
○ Videos ft. pro athletes and testimonials
4. Some Room for improvement...
● Website and mobile site
○ Glitchy and boring
● Social media
○ Repetitive
● Online advertising/Inbound Marketing
○ Could be more interactive
○ Expand SEO base
5. Recommendations for Website/Mobile Site
● Fix glitches within the website text
○ Improves readability
● Move Contact info to the top of the home page
○ Makes contact info more accessible
● Make web pages less “block-ish”
○ Changing up button shapes makes the page more interesting
● Switch colors away from gray-scale
○ Brighter color pops are more visually appealing
● Add a fun consumer quiz to the homepage
○ Quizzes can increase consumer involvement
6. Recommendations for Social Media
● Vary in posts across all platforms
○ Makes social media more interesting
● Share customer/fan photos and posts
○ Will increase consumer interaction
● Feature non pro athletes in videos
○ Makes consumers feel closer to the brand
7. Recommendations for Online Advertising/Inbound MArketing
● Possible contests to engage consumers
○ Normal customers could win a prize or publicity; could
help increase customer interaction
● Make emails more interactive
○ By adding quizzes or contest info to emails,
consumers will be more likely to read email
8. Possible Contest Opportunities...
● Best consumer testimonial video
○ Winner becomes next Oakley intern
● Highest Oakley hashtag usage
○ Winner gets free Oakley apparel
● Post picture with Oakley apparel to enter raffle
○ Winner gets to be featured in next Oakley video
9. Budget
● If Oakley utilizes social media very efficiently, a lot of their advertising ends up being free
● Extra video production and fees for the various contests could result in increased spending
● Other edits to the website and mobile site should not cost any more money than Oakley already spends
Timeline
● Advertising geared towards snowboarders and skiers should be utilized in the winter
● Content made for baseball players and golfers should be utilized in the spring and summer months
Measurements
● Strategy success can be monitored via viewing Facebook reach for posts
● The amount of shares and likes on all social media platforms
● The amount of sales increase and customer interactivity
10. How will Oakley Benefit?
● Increased brand awareness
● Possible increase in sales
● Increased customer interactivity
● Social media is popular, AND free
