Maintaining online presence, I'm proposing converse should continue the online conversations by identifying key influencers, communities, and letting creativity & uniqueness run wild with their customers.

1. Online Marketing
Strategy Proposal
Edwin Colmenares

2. culture.
expression.
uniqueness.

3. challenge: continue conversations.
goal: get social.
theme: be yourself

4. - identify places where communities exist.
- establish presence in popular mediums.
- categorize key influencers.
- begin community discussions.
- let the community help each other.
- don’t limit conversations.

5. tactics
- design contest.
- adwords campaign.
- specialized shoes/clothing by popular artists.
- mobile app with qr code reader/creator.
- don’t force news, let consumers create it.
- select spokesperson/evangelist to be the face of converse.
- memes
- celebrity endorsement

6. metrics
- twitter followers.
- facebook fans.
- instagram followers.
- reddit mentions.
- youtube videos.
- forum comments.
- creation of memes.

7. budget
$
20m with 1.5 ROI
social media: 50
outreach: 20
sponsorship/celebrity: 30

8. timeline
9 months total
july-sept.
feb.march
summer months: design contest
early spring: evangelist/face of converse
all the time: ad words campaign
memes
key influencers
in between: mobile app
artists concepts

9. summary
- continue conversations online.
- engage with customers.
- outreach to key influencers.
- establish benchmark to know if goals were reached.
- let customers express themselves
- encourage individuality & creativity
- 1.5 roi
message to customers…

10. this
is
who
you
are.
thank you.