Browning Arms seeks to target women hunters and outdoorspeople ages 20-35 through creative social media campaigns. Its goals are to become the top brand in firearms and hunting, promote its women's clothing line and specific women-oriented firearms, and gain more social media followers. Its social media strategy involves frequent posting and contests on Facebook, Twitter and YouTube. It will also use search engine marketing, search engine optimization, a company website and mobile app to connect with customers. The annual budget for these initiatives is $400,000.

1. Browning Arms
Company
New Media Driver’s License
By: Janell Swanson

2.  Products:
-Firearms
-Gun Safes
-Shooting Accessories
-Outdoor Clothing
…and much more
 Target Audience
-Men and women who are hunters or outdoorsmen
ages 20-35.
-Secondary audience is only women hunters of all
ages.
A Closer Look Inside

3.  Find creative ways to target women
 Become the top leader in the category of
firearms and hunting
 Continue to promote a positive image for
Browning and their products
 Gain more followers and comments on all
social media sites
 Promote the women’s clothing line and
certain firearms that are fit mainly for
women
Goals

4.  Facebook
-Post information about products, and
promotions.
-Gain 100+ likes per day, 100+
comments/posts per day
-Run monthly contests where customers
can upload a picture or video for a chance
to win a Browning product
Social Media

5.  Twitter
-Tweets will talk about new products and
promotions Browning is having
-Have 5-7 tweets per day, 50+
retweets/favorites
-Gain 20+ followers per day
-Hashtag #BROWNINGARMS (Hashtag will
change depending on the campaign)
Social Media

6.  YouTube
-Stream videos promoting products, and
videos of people using Browning products
-Gain 1,000+ views per week, and 500+
likes per week
Social Media

7.  Contests will run monthly. At least one
per month.
 Enter through social media sites or
Browning’s website
 Prize will be featuring a Browning product
 Contests will consist of uploading a
picture or video of a hunting experience
or another experience with a Browning
product. (picture or video will depend on
the contest, may be different)
Contest Details

8.  Includes:
-Social Media
-SEM
-Browning will be visible on all search engine
results, but mainly Google
-Internet ads will appear on the side of search
engine results when our keywords come up
-Keywords: hunting, Browning, firearms
-SEO
-Website: Browing.com
-Information about all products
-Information about promotions
-Links to Facebook, Twitter, and YouTube
Internet Marketing

9.  Browning will have a
mobile app
-Mobile version of
the website featuring
products, promotions
and connecting with
Browning’s team
-App will allow
people to connect to
social media sites and
enter into contests
Mobile Marketing

10.  $400,000 over 12 months
 Google Adwords: $2,000 per month (total
$24,000)
 Social Media: $10,000 per month; $120,000
per year (includes contest prizes and paying
employees to update social media sites)
 Print Advertisements (Brochures about
products): $3,000 per month (total $36,000)
 SEO:$8,000 per month ($96,000)
 Mobile: $10,000 per month ($120,000 total)
Budget