This document outlines a final project for an IMC class focusing on developing a strategic marketing communication plan called Project BABB for Burton Corporation. It includes an executive summary and sections on brand analysis, industry analysis, competitive analysis, SWOT analysis, consumer profiles, and proposes strategic marketing ideas and a campaign evaluation. The goal is to reignite Burton's brand and spread its lifestyle deeper into the North American market in response to declining sales and increased competition.
Burton Snowboards Digital Marketing Presentation (PDF)David Brooks
A digital marketing proposal for Burton Snowboards. The company's uniquely definitive target market of young consumers requires active participation among the rider community online.
Burton Snowboards Digital Marketing PresentationDavid Brooks
A digital marketing proposal for Burton Snowboards. The company's uniquely definitive target market of young consumers requires active participation am
Burton Snowboards Digital Marketing Presentation (PDF)David Brooks
A digital marketing proposal for Burton Snowboards. The company's uniquely definitive target market of young consumers requires active participation among the rider community online.
Burton Snowboards Digital Marketing PresentationDavid Brooks
A digital marketing proposal for Burton Snowboards. The company's uniquely definitive target market of young consumers requires active participation am
ITM - Delivering the Promise of Cross-Media with PremediaJeffrey Stewart
Inovação, Tecnologia e Marketing - A Revolução do Marketing.
Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.
The following presentation is a version from a business plan development workshop conducted by Biruwa Ventures at Thames College, Kathmandu on January 11, 2012. Biruwa conducts similar works on issues related to business in colleges across Nepal.
If you are an entrepreneur in Nepal, this is a must see presentation for you.
This was a brand audit project that I worked on in my product and brand management class. The project consisted of picking a brand of your choice and researching information on that brand. Some research required was brand history, recent news, information on advertising and marketing, and indicating qualitative research questions for people to answer about the brand. At the end of the brand audit you are required to give a recommendation to the brand on what they could improve upon. I found it interesting how after researching so much about the company, I was able to quickly recognize areas for improvement as well as suggestions on acquiring a new target demographic.
AIPMM Webcast: Framework Fight Club with Sean Campbell of Cascade InsightsAIPMM Administration
Product Managers need a rich analytical toolbox in hand so they can better understand their market, react to changing customer needs, and grow their overall share of the market.
Sean Campbell's competitive intelligence knowledge is rooted in nearly 20 years of working with leading-edge hardware and software technologies long before they became mainstream. http://www.cascadeinsights.com/request
About The AIPMM
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America.
AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
http://www.AIPMM.com
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Webinar Series: http://aipmm.com/aipmm_webinars/
Articles: http://www.aipmm.com/html/newsletter/article.php
Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk
http://www.prodmgmttalk.com
http://bit.ly/nbw9Yr
This is a Brand Management project made in the Year 2006 in association with Gini and Jony. There was a three Tire Brand startegy which was applied post extensive primary research work. It may be of use as a sample guidelines and anything that you may require it for in your college.
This presentation is about the international trade research for the BIRKS company, identifying the current market potential and increasing their sales. However, some of the data are not accurate because of the unavailability of the company's information. This presentation is just a part of school assignment.
ITM - Delivering the Promise of Cross-Media with PremediaJeffrey Stewart
Inovação, Tecnologia e Marketing - A Revolução do Marketing.
Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.
The following presentation is a version from a business plan development workshop conducted by Biruwa Ventures at Thames College, Kathmandu on January 11, 2012. Biruwa conducts similar works on issues related to business in colleges across Nepal.
If you are an entrepreneur in Nepal, this is a must see presentation for you.
This was a brand audit project that I worked on in my product and brand management class. The project consisted of picking a brand of your choice and researching information on that brand. Some research required was brand history, recent news, information on advertising and marketing, and indicating qualitative research questions for people to answer about the brand. At the end of the brand audit you are required to give a recommendation to the brand on what they could improve upon. I found it interesting how after researching so much about the company, I was able to quickly recognize areas for improvement as well as suggestions on acquiring a new target demographic.
AIPMM Webcast: Framework Fight Club with Sean Campbell of Cascade InsightsAIPMM Administration
Product Managers need a rich analytical toolbox in hand so they can better understand their market, react to changing customer needs, and grow their overall share of the market.
Sean Campbell's competitive intelligence knowledge is rooted in nearly 20 years of working with leading-edge hardware and software technologies long before they became mainstream. http://www.cascadeinsights.com/request
About The AIPMM
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America.
AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
http://www.AIPMM.com
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Webinar Series: http://aipmm.com/aipmm_webinars/
Articles: http://www.aipmm.com/html/newsletter/article.php
Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk
http://www.prodmgmttalk.com
http://bit.ly/nbw9Yr
This is a Brand Management project made in the Year 2006 in association with Gini and Jony. There was a three Tire Brand startegy which was applied post extensive primary research work. It may be of use as a sample guidelines and anything that you may require it for in your college.
This presentation is about the international trade research for the BIRKS company, identifying the current market potential and increasing their sales. However, some of the data are not accurate because of the unavailability of the company's information. This presentation is just a part of school assignment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s Dholera
409 final project
1. Project
B A B B:B-Active-B-Burton
IMC 409: Final Project
Due December 8th, 2010
Meri-Elizabeth Schulze #900219897
1111 N. Dearborn Chicago, Illinois 60610 T 262-366-0880 dadcomessage@gmail.com www.dadco.org
2. DreamAwake Design Co.
Table of Contents
Executive Summary.....................................................................................................
Mountain Base............................................................................................................
Brand Analysis
Industry Analysis
Equipment Set Up........................................................................................................
Secondary/ Key Research Findings
Competitive Analysis
SWOT Analysis
The B-Team...................................................................................................................
Consumer Segment Profiles
Lift to the Peak..............................................................................................................
Strategic Marketing Communication Idea
• Goals and Objectives
• Introduction of Project BABB
Marketing Communication Creatives
• Advertising
• Sales Promotion
• Public Relations
• Exhibitions/Events
• Sponsorships
Powder Run to the Base...............................................................................................
Campaign Evaluation
• Budget
• Timeline
• Measurement
Appendix..........................................................................................................................
References......................................................................................................................
IMC 453: Final Project
3. DreamAwake Design Co.
Mountain Base
Brand Analysis
Burton Corporation, which was founded by Jake Burton in 1977, is the leading manufacturer of snowboarding
gear across the world offering snowboard equipment, clothing and other hard and soft goods for men, women and
youth. Major success of the brand took off as the popularity of the sport of snowboarding soared among the youth of
America in the ’80’s and ’90’s. Due to the success of the business, which was not just a business but the development
of a new winter sport, the opportunity for this new sport and supporting manufacturer oversees was instantaneously
available. Uncommon but non the less successful, the business after less than a decade began an international division
in Europe and concurrently expanded to Japan and other major ski sport countries where snowboarding would capitalize
on the existing ski markets.
Burton, as a company, works off of a philosophy “So we get to blur the lines between lifestyle and work
environment”. The brand’s internal business model is much the same as it’s external; Burton takes a laid back approach
to sales and marketing of it’s products, believing that they aren’t selling anything but providing a place for people with the
same lifestyle as they have to get what they need to keep living strong. (Marquardt)
Burton Corporation of North America suffers from a decline in sales and competition from new entries to the market in
the last decade, despite the gradual increase of participants. Jake Burton, although happy with the successes of the
companies overseas markets, wants to reignite the brand and spread it’s lifestyle deeper in to North America riders.
Industry Analysis
Through the years since the emergence of snowboarding in the mid 70’s early ‘80s the number of participants
for the snowboard industry has grown significantly. According to a report done by Action Sports Marketing Group, there
are now 6 million participants in the U.S. as of 2010, 2.5 million snowboard more than 10 days per year. The average age
range for this participant group is 17 to 24. Although the amount of participants have grown by significant amounts, the
snow sport industry in the United States has recently seen a decline in sales due to a down fall in the economy,
unattractive snow conditions as a result of higher temperatures across the nation and youth inactivity and disinterest in
sports. (The Active Network, Inc.)
IMC 453: Final Project
4. DreamAwake Design Co.
Equipment Set Up
Secondary Research Key Findings
• Burton is still the favorite brand in boards, bindings and boots
• Lib Tech is the preferred brand for men that snowboard frequently
• Snow/Surf Shops continue to be the highest ranked purchase locations
• Overall sales from 2008-2009 are down but a slight increase in 2009-2010 keeps the industry hopeful
• 57% of participants are between the ages of 18-31 with an average age of 21
• Participants are willing to forgo riding if it becomes more expensive
• Destination attributes, such as natural snow conditions, ranks highest on priority list for participants
when determining willingness to spend more and travel further to snowboard
Competitive Analysis
K2 Snowboards Never Summer Rome Boards Ride Forum Gnu Snowboards
Snowboards Snowboards
Strong Brand Lesser known Well known Brand Well known Brand Gaining Popularity Gaining Popularity
brand
Quality Varies Super High High Quality High Quality Mid Quality Mid Quality
Quality
Unfavorable Ok Designs Great Designs Good Designs Good Designs Great Designs
Designs
Widely Available Hard to find Widely Available Widely Available Widely Available Widely Available
Performance: Performance: Performance: Performance: OK Performance: Performance: Poor
Great Great Poor Poor
Avg. Price: Mi- Avg. Price: High Avg. Price: Mid- Avg. Price: Mid- Avg. Price: Mid- Avg. Price: Mid-
Range to High Range Range Range to High Range
IMC 453: Final Project
5. DreamAwake Design Co.
Equipment Set Up Continued
SWOT Analysis
Strengths: Weaknesses:
• Brand Awareness • Lack of formal corporate structure and
• Retail Distribution/Widely Available consistency in marketing
• MidRange Prices • Young consumers/Target Market, Trend Based,
• First to the Market Fluctuating & Rapid Product Demand
•Trendy Market, Consumers want what’s “In” not • Skill-required sport that products are centralized
what they have even if it works around
Opportunities: Threats:
• Increase market share by strengthening brand • Competitors Brand Awareness is stealing market
image through Marketing & Sales efforts share
• Turn snowboarding into an experience industry • Global Warming/ Rising temperatures are
requiring Burton product for the experience deteriorating the industry
• Advancing Health Conscience society, focus on • Snowboarding is a luxury and fairly expensive
snowboarding as a way to stay fit and healthy sport to get into, economic hardships weaken
sales
The B-Team
Consumer Segment Profiles
Bandannas:
• Snowboarders that range from 15-20 in age, typically male
dominated
• Frequency of snowboarding 5-10 times a month
• Advanced skills, frequent park riding,
• Typically season pass holders
• Spend the most on snowboarding goods
• Trend-setters for the art and culture of snowboarding
IMC 453: Final Project
6. DreamAwake Design Co.
The B-Team Continued
Consumer Segment Profiles
Whites & Bettys:
• Snowboarders that range from ages 18-25
• Frequency of snowboarding 5-10 times a year
• Basic to Mature Skills
• See snowboarding as a Socializing tool
• Spend the most on snowboarding apparel
• Trend-followers of the art and culture of snowboarding
Newbies:
• Snowboarders that range from 12-25 in age
• Frequency of snowboarding 1-10 times a year
• No skills to Basic Skills
• Typically are snowboarding on a “Trial Basis”
• Usually Rent or Barrow Snowboard equipment
• Impressionable-followers of the trends of snowboarding
IMC 453: Final Project
7. DreamAwake Design Co.
The B-Team Continued
Consumer Segment Profiles
Free-Stylers:
• Snowboarders that range from 18-35 in age
• Frequency of snowboarding 1-5 times
a year
• Basic to Mature Skills
• Typically will only visit a local hill 1-2 times a
year but rely on a significant trip once a year
to more naturally robust location to quench
their snowboarding thirst
• Usually spend significant amounts on quality
equipment, accessories, apparel and travel
• Follow more traditional/basic customs of the
art and culture of snowboarding because they
honor the legacy of the sport
Grays on Trays:
• Snowboarders that range from 35-50 in age
• Frequency of snowboarding 1-2 times a year
• Basic to Mature Skills
• Usually spend significant amounts on quality
equipment, accessories, apparel and travel
• These are typically phased out by age Free-
Stylers
IMC 453: Final Project
8. DreamAwake Design Co.
Lift to the Peak
Strategic Marketing Communications
Burton’s 2011/12 Marketing Communications Goals and Objectives
• Leverage Brand Awareness to promote better Brand Image
• Stimulate target market to snowboard to increase product sales by 10% for 2012
• Increase perceived value of snowboarding experience to move 30% of Newbies into longer-life
consumer segments
Platform to achieve MC Goals and Objectives: Introduction of Project BABB
Project B-Active-B-Burton (BABB) is a platform designed to engage ‘America’ and Burton’s Target Market
in snowboarding as a way to stay active. This platform supports the overall marketing communications goals
and objectives because it will utilize the brand’s already strong Top Of Mind- Brand Awareness, that it has
established by being the founder and leading brand known in the United States for Snowboard Equipment,
Apparel and Accessories, to create a strong Brand Image the target market will associate with the Brand
beyond the principal awareness, expanding that Burton cares. The platform will use various tactics to entice the
target market to start snowboarding and/or snowboard more frequently at their local hills and travel destinations
which will increase the needs and wants of new and additional snowboarding products. The BABB platform will
use consistent and cohesive design, copy and attributes to instill a greater experience value with the idea of
snowboarding which will increase the target markets perceived value of the activity allowing Burton and the
Industry to regain profit margins by keeping prices steady or at a slight increase. The value added experience
message and reinforcement through tactics will also evolve consumer segments, shifting Newbies into Free-
Stylers and Free-Stylers into a more frequent-visitor segment, overall strengthening the life of the industry and
opportunities for increased sales for the Brand.
Project BABB, although Burton’s product target market is 12-25 for most product marketing, will expand
its marketing communication efforts beyond just the product target market and establish focus on ‘America’.
Knowingly, it is unrealistic to create a campaign on a Nation as it would not be selective enough to produce
successful, measurable results and cost far too much. Burton is using the term ‘America’ to define able and
willing youth, adults and elders that already have a vested interest in being more active and specifically an
interest in snowboarding. Hence, Project BABB is a marketing communications platform that seeks to Reignite
IMC 453: Final Project
9. DreamAwake Design Co.
‘America’ to be more Active through Snowboarding. Specifically focusing tactics to reach Youth (12-18) through
education/sport knowledge, Adults (18-35) through active endeavors, and Elders (Phased-Out Adults) through
tourism.
Creative Execution Outline for Marketing Communications
Project BABB will carry out creative executions with concentric and cohesive message clarity, “B-Active-B-
Burton”. Burton’s logo is recognizable to ‘America’ and offerers a great backing in visual portrayals of any
Burton MC execution. Expanding on the logo, using the same type face, color schemes, font proportions and
copy layouts Project BABB will utilize the B in Burton to connect with ‘America’ as a trendy, abbreviated way of
communicating the platform message. Not creating a special platform logo and or distorting fonts or styles for
this platform is vitally important to both the Brand and the objectives of the integrated Marketing
Communications plan, to promote better Brand Image. Burton does not want to create a better brand image by
creating a new image, they want to leverage what they have and make it better.
Advertising- Traditional
Utilizing celebrity riders under the Burton team, such as Sean White and Gretchen Blieber, Project BABB will
launch a series of four to six commercials/full page print ads that will be filmed/designed documentary style, to
fit the brand image, showing how each rider uses snowboarding as a way to stay active and healthy while doing
what they enjoy most. This first series of commercials/print will at the beginning of the campaign from
September to December of 2011. The second series of commercials/print will overlap from October to January
and will deliver the overall message platform message with new team celebrities while also plugging the sales
promotions that are going on.
• National Television
• Stations: TBS’s primetime during show’s like “Family Guy” and the “Office” as well as sports
channels like ESPN. Stations are based off of Consumer Segment Profile information.
• College Network Television
• MTV-U
• Narrowcast College Networks
IMC 453: Final Project
10. DreamAwake Design Co.
• Magazine’s
• Transworld Snowboarding (Youth/Adult)
• Snowboarder (Youth)
• SNOWBOARD (Youth/Adult)
• Men’s & Women’s Health Magazine (Adult/Elder)
• People Magazine (Elder)
Advertising- Non-Traditional
Project BABB will use non traditional forms of advertising to reach ‘America’ relaying the B-Active-B-Burton
message in execution.
• Online Advertising
• Similar to the commercial/ print advertisements, advertisements will be posted on Tourism websites
(Elder), Social Media websites (Adult/Youth) and Sports websites to reach ‘America’
• Board Benches
• Prototypes of Snowboards will be placed where typical benches are that display the current board
designs and say “Why are you sitting here? Go RIDE!”.
• These benches will be dispersed where ‘America’ has the highest traffic ratings for using benches
such as rural areas in parks and shopping centers and sporting good retailers and in urban areas at
bus stops and specific high trafficked city streets.
Sales Promotion
Burton will allocate a portion of it’s Project BABB campaign budget to giving discounts and goods to ‘America’.
Burton as a company is not known for offering discounts or give aways through sales promotions because they
have always had good brand awareness that it was not need to promote the brand. Since part of Project BABB
is to let ‘America’ know that Burton cares about the health, wellness and happiness of ‘America’ through
staying active, allocating a specific portion of the budget to giving away inexpensive branded items that
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‘America’ finds to be clever, useful and gracious by the brand Burton will help to promote a better brand image
in the eyes of ‘America’
• Give Aways
• Bandannas, Bags (Tool Bags, Google Bags, Gear Bags), Badge Holders
• Cities that are highly populated with ‘America’ as well as snowboard travel hot spots (Resorts),
flagship stores, schools that have winter activity clubs, central region snow hills, and some
winter special events will be the hosts that will pass out the free products given away by the
brand. The give-aways will be handed out by Burton employees and celebrity team members.
• Direct Mail
• Board Stickers will be sent to Burton mailing lists with instruction that if they have the sticker on their
board, when they go to their local ski hill or resort, they will receive 10% off their lift pass for the
months of October and November. This tactic pushes frequency of visit which will in turn stimulate
the need or want for new/additional product.
• Coupon
• Lift Tickets that were purchased starting in October can be collected and redeemed, after a
collection of 10 tickets, for 10% off at any Burton store before November 30th 2011. This tactic
pushes frequency of visit which will in turn stimulate the need or want for new/additional product.
Public Relations
To promote B-Active-B-Burton, Burton will need to reach out into the community to really engage ‘America’ to
start being active again despite the economy and rising temperatures/worse snow conditions. Project BABB will
focus on showing the value of the experience of getting to the slopes alone, with family or with friends.
• Community Outreach
• BABB Ride Program (Adult/Elder)
• Although out the U.S. there are sporting good retail stores that carry Burton products as well as
community organizations and clubs that organize ski/snowboard trips for their communities.
Project BABB will promote specific trips by offering monetary contribution and discounts on
Burton products to encourage ‘America’ to snowboard.
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• BABB Youth Task Force (Youth)
• Project BABB will send small teams of Burton employees to schools to promote Burton
organized trips offering to contribute monetarily to lower costs for students and offer discounts
on Burton product. In addition to organizing the trips the task force teams will be encouraged
to attend the trips to connect with the ‘America’ Youth to evolve consumer segments by
educating them on how to snowboard or to advance their snowboarding skills.
• Charity/Donations
For Burton’s brand image to strengthen as a caring brand about the activity of ‘America’ it is important
that the brand be seen as helpful in non-profitable ways.
• BABB Refurb Program (All)
• Project BABB will initiate a donation center at local schools, retail stores and local ski hills
throughout the nation to have ‘America’ donate their old, un-wanted, un-used snowboards to
be refurbished and given to underprivileged Youth in the nation. In exchange for their donation
the donatee will receive a 15% off coupon to use in Burton stores, good for up to one year.
Direct Marketing
In order to create stronger longer lasting consumers and instill the value of the experience of snowboarding
among ‘America’ Burton must be active it’s self. Directly communicating & education, person to person with
snowboarders and Burton consumers, on how to snow board, advancing your skills, and having fun while doing
so, will strengthen Burton’s brand image as well as push Newbies to be Free-Stylers and Free-Stylers to a
more mature consumer segment.
• Consumer Engagement (All)
• BABB Ride Tour
• Project BABB will organize a tour of which a team of Burton Celebrity Riders and Team
members will travel across the nation to predetermined resorts and ski hills. Tour dates will be
set in advance and promoted. The opportunity will be for locals in that area to learn, ride and
experience the fun of snowboarding with the people who have made a living out of it.
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Sponsorships
Burton consumers and snowboarders alike have an interest in the sport because their interest was sparked by
seeing it, hearing about it and exploring it. Just as any hobby or craft, there are certain people who have found
a way to make a living of the sport. These people are the face of the sport. They craft the trends and keep the
interest alive by developing followers. It is vital to the growth of snowboarding that Burton sponsors the people
who have found their way or are finding their way to being the face of Snowboarding. Since Burton already
sponsors and has as Burton team members now turned celebrities, Burton will sponsor the future leaders to do
it’s part in caring, nurturing and supporting snowboarding and followers.
• Education.
• Athletic Clubs/Teams
• Burton will select High Schools throughout the nation that have Winter sports teams including
the sport of snowboarding and will sponsor the team providing uniforms and gear to the teams
for the 2011/12 season.
Powder Run to the Base
Campaign Evaluation
Budget
• $25,000,000 for September 2011 to August 2012
Timeline
• Campaign Start: September 2011, Ends August 2012
• Mainly focused from September 2011 to March 2012
• Burton Project BABB 2011/12 Campaign Flow Chart
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Powder Run to the Base Continued
Campaign Evaluation
Measurement of Success
• Evaluation of Sales from beginning of campaign to the end will use Quantitative Research Methods,
Internal Revenue and Sales Reports
• Evaluation of Percentages of Target Market segments will use Quantitative and Qualitative Research
Methods, Comparison of consumer segments from 2010 to 2012.
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References
HC Network Sports & Leisure. (2005, December 18). In The Products and Services related to
Skiing equipment market booming business opportunities . Retrieved November 17, 2010
Lewis, M. (2010, May 5). Snow Sports Industry Up 4% With Nearly $3 Billion in Sales. In
Transworld Business. Retrieved November 12, 2010
Marquardt, K. (2008, September 19). Burton Snowboards Is King of the Hill. US News and
World Report, 1-2. Retrieved November 4, 2010
Ponzi, A. (2010, March 23). New 2009 Studies Identify sales and shopping trends among snow-
boarders. In Free Press Release Distribution Services. Retrieved November 12, 2010
The Active Network, Inc. (2010, April). The Action Sports Market. In Active Marketing Group.
Retrieved November 12, 2010
Unbehaun, W. (2008). Trends in winter sports tourism. In Tourism Review. Retrieved November
14, 2010
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Executive Summary
Since Jake Burton saw the possibilities of what we now know today as the snowboard the concept of
snowboarding has taken the world by masses. Flying off the shelf since the 1980’s Burton, brand of snowboard
equipment apparel and accessories, products have made Burton the leading brand of Snowboard goods throughout the
world. Increasing trends in the winter activity both as a leisure pass time and a competitive sport has evolved into an
industry that now has mainstream competition, increased product demand and potential for more growth and expansion.
Like any other industry, snowboarding, in the last decade has come face to face with effects of the economy,
increased competition and fluctuating societal trends. Though the economy is said to be bouncing back, more natural in
source conditions are playing a factor in the industries future in the United States. Global warming, rising average
temperatures are effecting natural snowfall, leaving mountain resorts and ski hills to manufacture more artificial snow on
their own; happy snowboarders, this does not make.
With volatile snow conditions, a weak economy and rising competition, Burton as a brand has seen a decrease
in sales and participation from it’s consumers in the activity of snowboarding which keeps the Burton brand afloat.
Prepared to do what it takes to keep ‘America’ (Burton’s term for able and willing youth, adults and elders that already
have a vested interest in snowboarding and being more active, across the United States) snowboarding, Burton will
launch a fiscal year marketing and communications plan to increase business and push the industry toward growth
rather that decline.
This research paper dives into propose an integrated marketing and communications idea that will help Burton
with their desire to launch a fresh marketing communications plan for fiscal year 2011/2012. By proposing Project B-
Active-B-Burton (BABB), tactics intertwined throughout the year will increase the activity of ‘America’ which will drive
product sales, create stronger longer lasting consumers in this young consumer industry and reaffirm the brand image of
Burton making it even better by showing ‘America’ that Burton cares.
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