This document outlines an online marketing plan for Burton at Northstar California to increase its local clientele. The plan aims to increase the store's annual income from $600,000 to $150,000 through social media, review sites, advertisements and other tools. Goals include getting 3,000 Facebook likes, 30 reviews on key sites, and 250 newsletter signups. Tactics will encourage users to like the Facebook page, sign up for the newsletter, and engage through online and in-person events to better establish the store's image and increase customer retention. Progress will be measured through analytics and feedback to assess if goals are being met on monthly, six month and yearly timeframes.

1. BURTON AT NORTHSTAR CALIFORNIA
Online Marketing Plan

2. PLAN
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Concept Store located in Northstar Village
Owned by Specialty Sports Venture and Vail Resorts
 Open year-round with average of six employees
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Aim is to increase local clientele
Majority of business is driven from vacation/travel
market
 Locals carry the shop during slow times
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Budget
Average annual income = $600,000
 8% = $48,000
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Span
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January 1st, 2014 // December 31st, 2014

3. TOOLS
Social
Media
• Facebook
• Google+
Review
Sites
Advertise
ments
Other
• Yelp
• Angie’sList
• MerchantCircle
• SkiLakeTahoe
• Pandora
• Surveys
• Email Newsletter
(promotions)
• Special Events
• Loyalty Program

4. REACH
Current Engagement
 Facebook

Recently created, low progression, no engagement
 100 likes
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Review Sites
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Low relevance on Yelp – three “good” reviews
Information is incorrect
No results on other review sites
Google
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Low relevance, could improve SEO

5. GOALS
Increase monthly income to $10,000-$20,000
 Increase annual income to $150,000
 Facebook

Hit 3,000 likes by year-end
 15% higher engagement rating
 Increase “unique visits” and local demographic visits

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Review Sites
30 reviews on Google+ and Yelp
 15 reviews on Angie’sList
 15 reviews on MerchantCircle with coupons
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Newsletter
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250 newsletter signups

6. ACT
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What we want users to do
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Sign up to newsletter
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Can be done in shop, or on FB page
Like FB page
 Engage with questions, participate in online events
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Why?
Increase customer retention
 Establish better store image


7. CONVERT

Obstacles?
Identifying locals from destination/travelers audience
 Crucial to push local based events and benefits
 Keep them in the loop
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Change?
Create a different series of events
 Issue surveys, collect more feedback
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8. ENGAGE
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Engage with everybody!
Refer to FB page and newsletter
 Answer all questions or concerns on FB (comments)
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Loyalty Card- Certain amount of discounts for those
who buy a certain amount each month/year
 Discounts for referrals
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Bring a local friend with I.D. get a discount
Post pictures of happy customers

9. RESOURCES
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New hire - Communication/Media Manager
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Majority of work is done during ski season
FB events
“Share this post for a chance to win…”
 “If we reach 800 likes in a month we’ll choose 5 random
people to give…”
 “Guess what trick our rider is doing in this picture…”.
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Physical events
Movie premiere, with free drinks for those with local I.D.
 On-hill demo day
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Email newsletter
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Provides long time members special discounts

10. MEASUREMENT
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What to analyze?
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Facebook analytics
Google analytics
Any feedback
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Metrics
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Reviews, comments, surveys, etc.
What regions the visitors are from
Growth of locals
Bounce rate
Engagement rate
Referral
If goals aren’t meet, reconsider plan
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Assess goals from 3 standpoints
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Monthly
Six month
12 month