This presentation showcases the main takeaways from a final project on another REI initiative. Although the goals are similar to the communication plan from the strategic writing course, this project focuses on the measurement and evaluation of an initiative rather than the content. This is a fictional initiative for a class project.

1. CAMPAIGN
PROPOSAL
#IAmExploringNow
RECREATIONAL EQUIPMENT, INC.
MATT GILHOOLY
(REI Logo, 2019)

2. #IAmExploringNow Campaign
167%
RETURN ON INVESTMENT
The #IAmExploringNow campaign
brings two under-represented outdoor
consumer groups to commit to the
outdoors and join REI Co-op.
The campaign will grow revenue and the
REI online community.

3. TARGET AUDIENCES
26% of Outdoor Consumer Market
(OIA, 2016) (OIA, 2016)
(Outdoor Industry Association & ConsumerVue, 2015)

4. CAMPAIGN GOALS
• Raise REI brand awareness by 10%
• Expand REI's online community by 2%
• Elevate consumer commitment supporting the outdoors with
300,000 consumer pledges
• Increase overall lifetime memberships by 0.5%

5. CAMPAIGN OUTPUTS
Social Media Contest:
• Short-form Launch Video
• Social Media Posts
• Sponsored Article
• Long-form Contest End Video
• Microsite
Pledge Commitment:
• Short-form Launch Video
• Social Media Posts
• Sponsored Article
• Microsite

6. #IAMEXPLORINGNOW OUTPUTS
Facebook Instagram
(Zeoob, n.d.)
(Fake Detail Generator, n.d.)

7. #IAMEXPLORINGNOW OUTPUTS
Microsite
Example
(Magic Mockups, n.d.)

8. CAMPAIGN EXPENSES
Expenses
Measurement Tools:
• Sprout Social
• Google Analytics 360
• Drive Research Surveys (3)
Labor
• Comm. Coordinators (3)
• Video Production (3)
• Microsites (2)
Paid Media
• Sponsored Article w/Video
• Google/FB/Instagram Ads
Contest Prizes

10. ENGAGEMENT
Total Engagements
With Campaign Outputs
Hashtag Mentions
#IAmMovingNow
Total Web Traffic
Posts, Blogs, Earned Media
707k 450k +12.5%

11. Conversions to Memberships
From Pledge Microsite
Conversions from Paid Ads
5%
From Campaign Outputs
6%
New Memberships from Ads
5%
New Pledges from Ads
30%

12. CAMPAIGN RESULTS
Lifetime Membership Sales
141k
Pledges Signed
339k
Online Community Growth
115k

13. 167%
$4.282M
$1.603M
#IAmExploringNow
RETURN ON INVESTMENT
CAMPAIGN REVENUE
CAMPAIGN EXPENSES

14. FUTURE
#IAmExploringNow
RECREATIONAL EQUIPMENT, INC.
• Yearly #IAmExploringNow Contest
• Sideliner/Complacent-specific REI
Adventures
• Ongoing Pledge Commitment Drive

15. QUESTIONS
THANK YOU
RECREATIONAL EQUIPMENT, INC.
#IAmExploringNow

16. REFERENCES
References
Fake Detail Generator. (n.d.). Generate Fake Fb Post, Comments - Fake Facebook Post
Generator - FakeDetail.com. Retrieved November 30, 2020, from
https://fakedetail.com/fake-facebook-post-generator
Magic Mockups. (n.d.). Magic Mockups • Free real-life mockup generator. Retrieved November
30, 2020, from
https://magicmockups.com/mockup/15/c9d120f6ac834558b356a19734a557c7
OIA. (2016). 2015 Annual Report. Outdoor Industry Association.
https://outdoorindustry.org/2015-annual-report/
Outdoor Industry Association & ConsumerVue. (2015, May). Segmentation Full Report.
Outdoor Industry Association.
REI Logo. (2019, February 13). [Image]. Logodix.Com. https://logodix.com/logos/18932
Zeoob. (n.d.). Generate Fake Instagram Post - Best Instagram Post Generator. Retrieved
November 30, 2020, from https://zeoob.com/generate-instagram-post/