Burton aims to target 18-27 year old active and adventurous males and females. The document outlines Burton's strategy to use social media, SEO, inbound marketing and paid advertising to position Burton as a lifestyle brand for everyday apparel and adventures beyond snowboarding. Key goals are to entice one million new Facebook friends, increase social media activity by 200%, and track repeat customers. The total proposed budget is $51,500.

1. Burton
Let the Adventure Begin

2. Target Audience
Age: 18-27 years old
Males & Females
Young Adults
Healthy and Active
Adventure Seekers

3. Big Idea
“You can get the adventure without hitting the
slopes. Bring snowboarding’s innovative style to
the streets.”

4. Social Media
• Two-way communication
• Bringing the convo to the consumer
• Sparking interest
Facebook
Twitter
Instagram

6. SEO
Keywords= Burton, Durable goods, sustainable
clothing, Burton apparel, Burton adventure
Ad Example
Burton Durable Goods
Spring/Summer 2015
Let the Adventure Begin
http://www.burton.com/default/durable-goods

7. Inbound Marketing
• Attract
Driving the right kind of visitors
• Convert
Convert leads with a personalized experience
• Close
Using a targeted lead nurturing strategy
• Promoters
Delighting current customers into promoters

8. Key Performance Indicators
• Entice a NEW group of consumers
• Encourage them to share on social media
• Goal= one million NEW Facebook Friends
• Increase activity by 200%
• Track repeat customers
• Hoot Suite & Google Analytics

9. Budget
Digital Agency
$25,000 total = ($250/hour X 100 work hours)
Paid Advertising
$15,500 total = ($100/day X 155 days)
Social Media Management
$1,000 total = ($10/hour X 2 hours per day X 50 days)
Promotions and Sponsorships
$10,000 total

10. Summary
• Burton is your everyday apparel destination
• Burton is for the new age of hipsters
• Extending our brand image
• Bringing the conversation to the consumer
• Social media and paid advertising