Digital Marketing Campaign and Strategy presentation for Senior Management to create engagement among stakeholders and buy-in for budget and a new direction away from the core customer who has supported Harley Davidson motorcycle sales.

1. Live Your Legend
“WHY BUY A MOTORCYCLE WHEN
YOU CAN OWN A
HARLEY?”“With 9 bikes under $12 grand, all for $0 down, You can own the Harley You Want!”

2. introduction
Be where the target
audience is looking
For About the same cost of a motorcycle, You Can
Own a Harley!
Target Audience
23-45 year old
Male
Employed
Identifies with and
emulates Core Customer
Which social channels to focus on
Your organic and paid social marketing mix
Who will publish content and engage in conversations
How often you will post and when
Where you want to direct social media traffic to
How much social media engagement is worth to your business
(Milbrath, 2016)
Media and Budget

3. Core Customer
New Target Audience
Audience

4. Media plan
Integrated Marketing Communications Plan
• Content
• Interaction
• Side-panel ads
• Listening
• Word-of-Mouth
• User Generated
Content
• Reviews
• Coupons
• Email updates
• YouTube videos

5. Budget
Maintain Core Customer
Engagement
Increase Sales
Increase the number of
Owners/Drivers in the US
Reach a new target audience
Utilize free media and paid
Boosts to maximize reach and
effectiveness
Goals
Creative Cost
Advertising cost
Pay-Per-Click
Banner Ads
Email
Social Media Boosted Posts
Promotional Cost
Gift Cards
Discounts
Free T-shirts

6. Message
• Live Your Legend
• 9 Bikes under 12 Grand
• Sailor Jerry Bike Give-a-Way
• For About the same cost of a motorcycle. You Can Own a Harley
• Roll with Us, Season Opener
• This is how a Commute turns into a Joyride
• Redline Your Adeline Level
• The Rides Legends are Made Of
• Where will you take it?
• You’ve Never Been Down this Road
• What Moments to Remember or Stories You’ll Never Forget!
• Stop Dreaming, Start Riding
Affiliates:
Harley Owners Group
Guns-N-Roses
Dealerships
Sailor Jerry Spiced Rum
LeatherUp.com
JPCycles.com
Bikersden.com
American Legend Riders.com
YPO.org

7. Execution Dealers
Email
Banner Ads
Affiliates
Facebook
YouTube
Snap Chat
Instagram

8. conclusion Live Your Legend
Our analysis shows the younger riders are using
smartphone almost exclusively to receive information
and to shop. We will utilize the standards of SMART goal
setting and we will follow the campaign framework. With
our identity well established, and our brand already far
ahead of our competition, we will concentrate on asking
the right questions to keep the campaign focused on the
target customers.
OUR PURPOSE
We fulfill dreams of personal
freedom
Our Valued Behaviors
Be Accountable
Model Integrity
Value Individuality and Diversity
Inspire Teamwork
Encourage Creativity
Being a biker is a way of life that
bikers hold in high regard, with a
burning passion for the open road
(Scroll, 2017 )

9. references
Duarte, N. (2012, October 04). How to Present to Senior Executives. Retrieved from Harvard Business
Review: https://hbr.org/2012/10/how-to-present-to-senior-execu
Milbrath, S. (2016, March 17). The 7 Components of Every Social Media Budget. Retrieved from
HootSuite: https://blog.hootsuite.com/the-7-components-of-every-social-media-budget/
Mobile Fact Sheet. (2017, January 12). Retrieved from Pew Research Center:
http://www.pewinternet.org/fact-sheet/mobile/
Novak, D. J. (2008). The Six Living Generations In America. Retrieved from Marketing Teacher:
http://www.marketingteacher.com/the-six-living-generations-in-america/
Scroll. (2017 ). Retrieved from The Bikers Code:
https://nebula.wsimg.com/75db2382938ac6cae8ea64257f8d349f?AccessKeyId=10DDA48F3FA0
9A26632B&disposition=0&alloworigin=1
Smith, D. K. (2010, October 15). Digital Marketing Strategies that Millennials Find Appealing, Motivating,
or Just Annoying. Retrieved from SSRN:
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1692443
The Bikers Code Patch. (2017). Retrieved from The Bikers Code.com: https://www.thebikerscode.com/
Mobile Fact Sheet. (2017, January 12). Retrieved from Pew Research Center:
http://www.pewinternet.org/fact-sheet/mobile/
The Bikers Code Patch. (2017). Retrieved from The Bikers Code.com: https://www.thebikerscode.com/