Moosejaw is a private company that sells high-quality outdoor gear through its 11 stores. It aims to increase brand awareness through an advertising campaign that encourages customers to share stories of how Moosejaw products have pushed their limits and boosted their adventures. This will be shared across social media, in stores, and through a new mobile app. Key goals are increasing recognition nationwide, boosting consumer engagement online, and expanding store locations. The estimated $1 million budget will support the mobile app development and ongoing social media marketing.

1. +
By:
Jaclyn Stelter

2. +
Company Background
•
Private owned company that started in 1992
•
11 stores nation wide.
•
Provides high end outdoor equipment and
clothing gear featured for adventurous
activities.
•
Style, comfort, and safety.
•
Product satisfaction guarantee.

3. +
Target Market
•
•
•
Adventurous males and
females ages 18-50.
People who live a
healthy lifestyle.
Enjoys being outdoors.

4. +
Advertising Campaign

We want to offer reasons for the
customer to enter the store.

Encourage consumers to share
their stories, “How has
Moosejaw pushed your limits?

Different stories will be
implemented into each store.

The stories will boost brand
awareness by advertising
Moosejaw products.
“How has
Moosejaw pushed
your limits?”

5. +
Facebook, Twitter, Instagram,
Pinterst, and Blogs
•
Each month Moosejaw will hold
a various amount of contest
through different social media
outlets.
•
“Upload your adventurous story
and picture, and the most
amazing story will win a free
mountaineering product!”
•
Facebook business page will
include weekly status updates
allowing the first person to “like”
the status wining a prize like a
Moosejaw water bottle, or
bumper sticker.

6. +
Google Adwords
•
Adword campaigns like “Water
Kayak” and “Hiking Equipment”
•
Proves to be extremely beneficial
when generating clicks per day
due to the lost cost of Adwords.

7. +
Mobile Application
•
By building and combining all the media outlets into a mobile application
will provide the customer with an easy and convenient way of accessing
information regarding Moosejaw products, store locations, deals, and
seasonal coupons.

8. +
Key Indicators
•
•
•
•
•
Pay per click
Measure impressions
Track web spending
Monitor in store purchases
Contests and surveys through social media will
provide customers incentives to get involved while
tracking how much product and services
Moosejaw is using.

9. +
Campaign Goals
•
•
•
•
Increase brand awareness
Make the Moosejaw brand recognized all around the United
States
Increase consumer interaction through social media
Expand stores across the nation!

10. +
•

Cost

•
Allocated over time.
Mobile Application
• $1 million dollars to create
• $5000 a year to manage
the app
Google Adwords

This campaign will be low
cost due to low expenses of
social media.

•
Most Costly:
Estimate the campaign to
cost $1 million dollars
Manual work

Managing social
media websites.

Making sure the
creation is
consistent and
clear.

11. +
Summary

Moosejaw products provide you with exceptional life experiences while
providing its customers with quality and style.

This advertising campaign will boost brand awareness with consumers
sharing their real life story with Moosejaw products.

The mobile application gives an easy way to reach information about
store locations, products and deals.

Concurring your goals one step at a time.