Tony BulgarellaNew Media Drivers License<br />Created in 1977 by Jake Burton in Londonderry, VT<br />Privately held, indus...
Burton Snowboards<br />Challenges<br />Goals<br />Creating a community of riders so they can feel as if they are part of a...
Integrated Theme<br />Burton is a respected, well known name in the snowboarding world. Burton would like all of their rid...
Family Brands<br />Create a facebook and a Twitter for all six of Burton’s family of brands.<br />Create blogs for the ind...
Creating Community<br />Burton will take advantage of the SCVNGR app on smart phones to give special discounts to riders w...
Creating Community Cont.<br />When events that Burton is involved with are being held at resorts Burton will notify its fo...
Inter-workings of new MKT<br />2 main goals<br />Create a greater brand awareness for the family brands.<br />Have promote...
Inter-workings of new MKT<br />No where for people who enjoy the Burton brand to go when they are trying to gain informati...
Funds Distribution<br />Social media creation and upkeep-$90,000/yr<br />SCVNGR implementation ……....- $80,000/yr<br />Web...
Evaluating Success<br />Total sales of family brand products >Cost of implementing and maintaining new MKT strategy<br />T...
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Bulgarella BurtonNMDL

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Bulgarella BurtonNMDL

  1. 1. Tony BulgarellaNew Media Drivers License<br />Created in 1977 by Jake Burton in Londonderry, VT<br />Privately held, industry leading snowboard, snowboard accessories and apparel.<br />Owns and operates six family brands including R.E.D. and Anon.<br />
  2. 2. Burton Snowboards<br />Challenges<br />Goals<br />Creating a community of riders so they can feel as if they are part of a group.<br />Creating stronger brand identities for the family companies Burton operates.<br />Making it known that Burton is not simply a “snowboard” company.<br />Double followers on Twitter and Facebook.<br />Create Facebook and Twitter pages for the family brands and get 100,000 followers within year 1.<br />Increase sales of non winter apparel by 50%<br />
  3. 3. Integrated Theme<br />Burton is a respected, well known name in the snowboarding world. Burton would like all of their riders, fans, employees and any one else that uses or promotes the use of Burton products to feel as if they are in a community of fellow snowboarding enthusiasts in order to promote the smaller family brands.<br />
  4. 4. Family Brands<br />Create a facebook and a Twitter for all six of Burton’s family of brands.<br />Create blogs for the individual brands where fans can keep up to date with the brand.<br />Promote the smaller brands that Burton operates on Burton’s main facebook and Twitter pages in order to drive traffic to the smaller brands.<br />
  5. 5. Creating Community<br />Burton will take advantage of the SCVNGR app on smart phones to give special discounts to riders when they are at ski resorts where Burton products are sold.<br />Also with SCVNGR Burton will be able to create a group so riders will be able to see if their friends or fellow riders they know are on the slopes at any given time.<br />
  6. 6. Creating Community Cont.<br />When events that Burton is involved with are being held at resorts Burton will notify its followers on Twitter and facebook that live within 100 miles of the event of the event , giveaways and special offers.<br />Burton will have a “community” link on their site as well as facebook and twitter page that will allow access to a page where riders can post videos and share info about different mountains and terrain parks.<br />
  7. 7. Inter-workings of new MKT<br />2 main goals<br />Create a greater brand awareness for the family brands.<br />Have promoters of Burton brand feel as if they are in a community.<br />How it is achieved<br />The creation of the community feel will allow Burton to promote its family brands, therefore achieving both goals.<br />
  8. 8. Inter-workings of new MKT<br />No where for people who enjoy the Burton brand to go when they are trying to gain information and access to family brands.<br />The community that Burton creates by linking snowboarding enthusiasts will in reality actually be driving the success of their family companies, but at the same time creating a positive brand identity for Burton.<br />
  9. 9. Funds Distribution<br />Social media creation and upkeep-$90,000/yr<br />SCVNGR implementation ……....- $80,000/yr<br />WebSite enhancements………....- $20,000<br />Total cost for 1st year…………….....-$190,000<br />Total cost after 5 years……………..-$870,000<br />
  10. 10. Evaluating Success<br />Total sales of family brand products >Cost of implementing and maintaining new MKT strategy<br />Total sales of family brand products > $190,000 after 1st year<br />Total sales of family brand products > $870,000 after 5th year<br />Atleast 100,000 followers of each individual family brand on facebook and Twitter by the end of the 1st year.<br />

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