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Roxy Social Marketing


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Roxy Social Marketing Campaign for ADV492: NMDL

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Roxy Social Marketing

  1. 1. Social Media Marketing Strategy<br />By Melinda Mercer<br />
  2. 2. Brief History<br />"Daring, Confident, Naturally Beautiful, Fun, Alive: Roxy"<br />
  3. 3. Competition<br />
  4. 4. SWOT Analysis:<br />Strength<br />Opportunities<br /><ul><li>Globally diversified company with strong surfing products.
  5. 5. Strong reorganization in the Surfing market.
  6. 6. Growing E-retailing platform
  7. 7. Growing Snowboard market</li></ul>Weaknesses<br />Threats<br /><ul><li>Repeated instances of product recalls
  8. 8. High debt burden
  9. 9. Weak economic situation in US
  10. 10. Intense competition (Snowboard and Surf market)</li></li></ul><li>Goals & Challenges <br /><ul><li>Roxy Launched it’s first full line of Snowboards in 2003</li></ul>Increase traffic to snowboarding part of website<br />Increase Snowboarding Sales<br />Gain Awareness of Snowboarding Brand<br />
  11. 11. Media Outlets<br />
  12. 12.
  13. 13. Evaluation<br /><ul><li>Using Social Media allows for greater measurement than traditional media.
  14. 14. Trendz.comallows you to track your tweets and evaluate the emotional response to the brand.
  15. 15. Facebook provides feedback on the consumer activity on your page even tracking a specified target market.
  16. 16. Google Analytics is a great tool to track your Adwords and the amount of impressions and clicks your ad is generating, allowing you to tweek your campaign to receive the results you want.
  17. 17. Youtube allows consumers to subscribe to your brand’s channel and track ‘likes’ on your videos.
  18. 18. Blogs track how many people subscribe to your snowboarder’s blogs. </li></li></ul><li>Timeline<br />
  19. 19. Budget<br />Budget for the campaign is very minimal since most of the media used is free.<br />