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Easton Digital Strategy for Baseball and Softball Brand Awareness
- 2. client overview Founded in Van Nuys, California 1985 Easton is a world leader in manufacturing baseball and softball equipment for all levels of competition, with innovations to the sport of Archery, Hockey, and Cycling Proud Partnership with the Little League World Series
- 3. Target audience Elite Baseball/Softball Athletes Parents Little League World Series Athletes
- 4. Social media 158,794 333,000 61,700 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Facebook Instagram Twitter Easton Fastpitch 16,338 2,392 3,865 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Facebook Instagram Twitter Easton Slowpitch Facebook Instagram Twitter
- 7. tactics Eason should begin this campaign in January and continue through the end of August. This allows Easton time to reach a large number of potential consumers and increase brand awareness in the community. Each month will consist of posts regarding products made by Easton, community events, sponsored teams, and professional players. Easton will utilize social media platforms Facebook & Instagram.
- 8. Tactics - Facebook January April June August Images • Fielding Gloves • Baseball bats • Cleats • Helmets • Backpack Videos • Fielding Gloves • Baseball bats • Cleats • Helmets • Backpack Keyword & Links • Passion • Champion • LLWS • Winner • Professional College Teams • Cal State Fullerton • Florida • Texas A&M
- 9. Tactics - Instagram January March July August Videos • LLWS players montage • College WS • Baseball Bats • Fielding Gloves Images • Fielding Gloves • Baseball bats • Cleats • Helmets • Backpack Keyword & Links • IG Highlight • Champion • LLWS • Passion College Teams • Cal State Fullerton • Florida • Texas A&M
- 10. Key performance indicators For every 1000 impressions we plan on seeing 25% of those users click the link to Easton’s e-commerce section on Facebook and 35% on Instagram We will increase post per month by 15% to increase brand awareness and reach of potential consumers We will increase website traffic by 5% for every month of the campaign for a total of 40% by the end of August
Editor's Notes
- Good evening, my name is Luis Agosto and my brand is Easton and this my digital strategy..
- Key Dates: 1922:Doug Easton begins making arrows and bows. 1939:Easton first uses aluminum to make arrow shafts. 1953:The business is incorporated. 1964:Aluminum ski-pole shafts become the company's first non-archery product. 1985:Easton Sports is formed through acquisition. 1990:Wayne Gretzky signs an endorsement deal for an aluminum hockey stick. 1995:Easton introduces a composite hockey blade. 1999:The world's first two-piece baseball bat is introduced. 2016: Easton extends Partnership with LLWS through 2022 (40+ years)
- Easton wants to target elite athletes 15 year old's typically competing in AAU or High school LLWS has up to 2.4 million active players internationally which means each players has parents or a legal guardian, plus parents are the ones who purchase their children's gear
- Easton has separate social media sub accounts for the different levels of competition. Baseball, Softball, Fastpitch, and slowpitch. Here are two graphs for Eastons most popular accounts on each social media platform. Their Twitter consists of mainly post that are have links to their facebook accounts.
- Easton should utilize display ads on Walmart and dicks sporting goods website, because they are leaders in sporting equipment and apparel. It allows Easton complete flexibility on equipment and timing for these ads.
- Easton needs continue to create engaging content for parents that will make them interested in their children's sport. I recommend creating post similar to these on Facebook and sponsor it to reach adults in the south region where baseball and softball is more active. Use keywords Passion and champion to tell a story on how parents can become part of their child journey. Use a link that will direct parents to subscribe to their email services as a parent and send out emails on tips to be better sporting parents with drills and teams that support their kids wishes
- An 8 month campaign will be measurable for our efforts and it expands from the beginning of the season to the near end. Facebook and Instagram has seen the most engagement so we will focus on those two platforms for now.
- January post will be sponsored post to reach 15-40 year old's in states such as California, Florida, Georgia, Texas, South Carolina etc. to showcase Easton products before the start of the season. April posts will highlight professional players using the equipment, videos will be found from their YouTube page and will include link to their website for the featured equipment. June will be sponsored post highlighting the LLWS players and we will try to reach parents more here because they will be looking for equipment for their children summer leagues. August post will be organic and feature images and video of sponsored teams in college, around this time of year they will be beginning the playoffs and tournaments.
- We want to focus on building brand awareness on our Instagram account so in January we want highlight that Easton is a trusted brand. March we want to create a shop online posts that allows users to swipe through equipment and shop directly from their site. June we want to create a highlight on Instagram that will allow users to swipe up and showcases the equipment in use on the field by professionals and utilize keywords
- These measurements are obtainable because we already have such a large audience and increasing post should not be that difficult considering all the products we have an for all the different levels of competition