Me and My Cannondale <br />By Michael Sendek<br />
Hello!<br />How Bout that Ride In?<br />Haha!<br />
Industry Overview<br /><ul><li>$2.862 billion of bike market
Additional $3.242 billion  Parts, Rubber, accessories, clothing and shoes
Total  $6.104 billion dollar industry </li></ul>Info provided by interbikes.com 2008 Bicycle Industry Facts<br />
What do Cannondale riders and Pick-up truck owners have in common?<br />They love their rides<br />They love to add onto t...
Me and My Cannondale<br />A user generated forum that enables Cannondale riders to submit stories, videos and pictures of ...
Create a Conversation<br />Meet Chris <br />Chris goes to MSU<br />Chris bikes<br />Chris and his friend biked across the ...
How does this help?<br /><ul><li>Through these stories readers will:
Learn of ways to use bikes
Learn the type of bike they would need
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Me&my cannondalefinal

  1. 1. Me and My Cannondale <br />By Michael Sendek<br />
  2. 2. Hello!<br />How Bout that Ride In?<br />Haha!<br />
  3. 3. Industry Overview<br /><ul><li>$2.862 billion of bike market
  4. 4. Additional $3.242 billion Parts, Rubber, accessories, clothing and shoes
  5. 5. Total $6.104 billion dollar industry </li></ul>Info provided by interbikes.com 2008 Bicycle Industry Facts<br />
  6. 6. What do Cannondale riders and Pick-up truck owners have in common?<br />They love their rides<br />They love to add onto their rides<br />They love to add onto their rides and then show them off<br /><ul><li>Cannondale has 15,042 fans on Facebook that have uploaded 923 user generated pictures of just their bikes and the things they’ve done to them</li></li></ul><li>So What do we know?<br />People use bikes for many different things.<br />Cannondale offers different types of bikes for these different things<br />Mountain Biking<br />Road Racing<br />Recreational <br />Law Enforcement <br />
  7. 7. Me and My Cannondale<br />A user generated forum that enables Cannondale riders to submit stories, videos and pictures of the journeys they’ve taken with their Cannondales<br />Oh, the places you'll go! There is fun to be done!–Dr. Seuss<br />
  8. 8. Create a Conversation<br />Meet Chris <br />Chris goes to MSU<br />Chris bikes<br />Chris and his friend biked across the country in 28 days <br />That’s interesting!<br />But what kind of bike did he use, how did he prepare, what did he bring ?<br />“Me and My Cannondale” will allow people to:<br />Share Stories<br />Post pictures and videos<br />Create conversations<br />Share ideas<br />Ask questions<br />
  9. 9. How does this help?<br /><ul><li>Through these stories readers will:
  10. 10. Learn of ways to use bikes
  11. 11. Learn the type of bike they would need
  12. 12. And ultimately tie-in the Cannondale bike from the stories to their need</li></ul>People will be able to target their particular biking interest<br />Mountain<br />Road<br />Exercise <br />Leisure<br />Current Cannondale Blog, “Brad’s Blog”<br />Answers questions but doesn’t generate new interests<br />
  13. 13. Generating Traffic<br />Leverage previously established channels<br />Cannondale.com<br />Drive traffic towards “Me and My Cannondale” to learn “What can you do with your Cannondale” and “what kind of Cannondale is for you”. <br />Facebook 15,045 fans<br />Encourage users who post pictures to tell their stories at “Me and My Cannondale” <br />Targeted ads directed at those interested in biking and other adventurous activities. <br />Twitter 4,168 Followers<br />TweetOfTheWeek<br />Tweet most interesting story of the week<br />Youtube 319 subscribers<br />Promote user generated videos posted on the forum on the Youtube Channel <br />
  14. 14. Monitoring<br />How can we tell that we are driving traffic?<br />Site Admin monitoring<br />By monitoring the site’s conversations we can track what kind of interest the conversations are generating<br />Create metrics to determine where our traffic is coming from and where they are going via Google Analytics <br />Track social media conversations with Radian6<br />See what people are saying about Cannondale<br />Who are major influencers we need to collaborate with i.e. Bloggers<br />
  15. 15. Timeline <br />Biking is mostly seasonal and geographically based<br />Warmer seasons and locations<br />4 months to build infrastructure and develop full strategy to launch “Me and My Cannondale”<br />Begin construction in November so site is ready to launch in March and beginning of warm seasons. <br />Budget<br />Estimated campaign cost for November to November= $75,000 to $100,000 <br />

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