adv 420 final presentation on digital strategy for Burton snowboarding

2. The IG Idea
To create snowboarder personas based on style
and level of experience
Each persona has a name,
and is marketed as a real person with a specific
style and a matching personality
Snowboarders can relate their own style and
personality to a persona to find matching gear
for themselves

3. • The campaign will target established
snowboarders ages 16-22 years old
• This age group can easily fit into a persona since
they already have preferred tastes and style

4. Biggest tool used in the
campaign Guide of gear based on quiz
results
Allows snowboarders to
find out which persona fits Shows personalized
their personality choices based on level of
experience and persona
Results will lead to the match
guide

5.  This is Kati, she represents
the “loud” persona
 She represents crazy and
outgoing snowboarders who
love bright colors and wild
prints
 She is an experienced
snowboarder who would
recommend gear for experts
 She also has a Facebook
page to post new gear

6. More Campaign Outlets
The Burton blog will be used by the personas
and the Burton snowboard team for promotion
Google AdWords will also be used by integrating
the personas and the quiz into the campaign

7. The Burton Instagram Same idea as Instagram
account will feature photos
related to the personas Features Burton team
members
Each persona uses a
personal hashtag Users also invited to make
vines and use hashtags
Users are invited to use the
hashtags also

8. udget
The budget for the campaign is approximately
$20,000
$15,000 to the creative team to create the
personas and the online quiz
$2,500 for the AdWords campaign
$2,500 for social media outlets, giveaways, other
creative uses

9. The Main Goal
Goals Measuring Success
Bring more awareness to the Higher site traffic from quiz
Burton brand
Increased usage of social media
Create a personalized from consumers
experience to each consumer
Use of persona and Burton
Contribute to higher sales hashtags
AdWords: campaign specific ads
versus general ads

10. Sources!
http://www.presentationzen.com
http://www.surftribe.it/img_photogallery/snowboard-loghi-
logo-burton-3594.jpg
http://www.snowboardermag.com/files/2010/09/Burton-
Lip-Stick-Womens-Snowboard-2011.jpg
http://www.georginaroc.ca/Images/signs/skisnow-
difficulty-sign.jpg
http://upload.wikimedia.org/wikipedia/en/d/de/Logo_of_Bu
rton_Snowboards.jpg