Moosejaw is a Michigan-based outdoor retailer that opened its first store in 1992. They target physically active males and females aged 18-55 with at least a bachelor's degree and household income over $85,000. Moosejaw uses humor in its personal advertising across various social media platforms and focuses on metrics like cost per click to measure its digital strategy.

1. Dropping The Jaw in The Mitten
Moosejaw Digital Strategy
Rachel Kern
ADV 420

2. LOVE THE MADNESS
https://www.youtube.com/watch?v=kkvm54fh9u8
• First store opened: 1992
• Amercan backpacking and outdoor retail
industry
• Michigan based
• “Moosejaw Madness”
• Personal, humorous advertising
• Consistent in each channel

3. Target Audience
• 18-55 years old
• Physically active males & females
• Running, kayaking, backpacking,
slacking, fishing…yoga too!
• Bachelor’s Degree
• Single…Married…3 or less children
• HH Income 85,000+
• Located in Midwest

4. Social Media
• Facebook
• Twitter
• Pinterest

5. Social Media, ctd.
• Instagram
• Flickr
• Blog

6. Internet Marketing
• Google AdWords
– Best Camping Gear
– Discount Camping Gear
– Outdoor Clothing Brands
– Outdoor Gear Stores

7. Mobile Strategy
• Mobile Application
• “Checking-In”
• Coupons and Incentives
• General Info

8. • METRICS, Metrics…METRICS
• Cost per Click
• Cost per Open (PBM)
• Bounce Rate
• Loyalty Rate

9. Budget

10. Budget, ctd.