My digital strategy for Specialized Bicycle Components for the Michigan State University New Media Driver's License class, Advertising 420.

1. Specialized Bicycle
Components
Digital Strategy
Nikhil Rao

2. Target Audience #1- Mountain Bikers
Bikes Gear
-Wheels, Saddles, Suspension Systems

3. Target Audience #2- Road bikers
Several different models
- Competitive, Aerodynamic, Endurance
Triathlon Bikes
- Similar to other road bikes, but designed specifically for triathletes

4. August 4th, 2015- Inaugural Triathlon
Goals of the event:
Increase rapport with stores with similar audiences
Build an online community through a Facebook Group
Establish an audience for our blog
Will build those platforms through in store promotion, direct marketing to customers, landing pages
via our blog, and our social media contest.

5. Facebook Group- Triathletes United
Reason for a group instead of a page:
-Primary goal is to create an interactive community which
prioritizes audience engagement over production
promotion.
- Will work in conjunction with other social media to
connect customers, helping build brand loyalty.

6. Social Media Contest
What’s the most beautiful location you’ve trained at?!
-Will help with organic word of mouth promotion
-Will be used in conjunction with our blog to drive traffic
to our Facebook group, the primary location for our
community.

7. Our Blog- Bikes & Tri’s
Goal of the blog:
-Create biweekly content on several different topics
-Bicycle product information, triathlon training tips, interviews with
professionals, etc.
-Will be utilized for inbound marketing
-Goal is to build an audience and guide them to our Facebook groups and
brand website.
- Will create quality content first, and promote our brand second.

8. KPI- Metrics
-Reach 1,000 members in our Facebook Group
- Reach an audience of 5,000 for our blog
-Create an increasing amount of engagement with each social media or blog
post
Social Media Contest
-Goal is to have at least 500 participants
-Amount of engagement and organic promotion we receive from the contest
will be measured and the data will be used in our next contest.

9. Budget
Physical Budget Digital Budget
Police support/ Road clearance- 4,000 Blog Support- 3,500
EMS & Paramedics- 2,500 Social Media Marketing- 3,500
Venue- 5,000 Social Media Contest & Promotion- 2,000
Athlete Expenses- 5,000 Website Support / Maintenance- 5,000

10. Summary
-Align our direct and inbound marketing to our target audiences
-Host a triathlon to use as a catalyst to launch several digital marketing efforts
(Facebook group, Blog, Twitter, and Instagram. Picture contest occurring on all
four to help connect audiences together)
-Use each social media for it’s own purpose, with the goal being to direct traffic
to our Facebook group
-Measure our results by audience engagement