SlideShare a Scribd company logo
Social Media Marketing
Strategy for Converse
ADV 892-Social Media Drivers License
Miao Wang
11.28.2010
Challenges of Converse
 Appeal to young generation
 Innovation
 Competition
Goals of Converse
 Increase the brand preference among young
generations
 Broaden the target market
 Taking advantages of social media online to increase
the traffic to Converse website
The target market: Generation Y (born between 1977-1998)
Social Media Marketing Strategy
Social media:
 The target market is the largest population who is active in
social media world

Much inexpensive
Social media marketing strategies:
 Official Blog for Converse
 Converse Channel on YouTube
 Search Engine Optimization
Official Blog for Converse
Set up an official blog for Converse
The purpose of the blog:
 To communicate with consumers
 Fans of Converse communicating with each other
 Converse listening to what consumers are thinking about
Converse
YouTube Channel
YouTube---the largest video site in the worldwide.
Converse can do with YouTube:
 Set up a Converse Channel on YouTube;
 Put promoted Converse video on YouTube website whenever
people search for shoes, Converse advertising video will appear
Search Engine Optimization
In order to show in the top of the rank
in Google search, we have to increase our SEO.
Optimize the search results by keywords,
links, landing page and website content:
 Keywords: sneakers, sports shoes, canvas shoes, comfortable
shoes, etc.
 As for the landing page and website content---be fashionable
and eye-catching to appeal our target market—Generation Y.
Metrics of the Success
 The official blog: count the clicks and replies on the
official blog to measure the website visits everyday.
 The YouTube Channel: see how many followers are
in Converse channel and how many followers
increase everyday.
 Google Analytics: figure out how much traffic leads to
Converse website everyday and how many would
result in the final purchase behavior
Budget Allocation and Timeline
As for the timeline: all those advertisings are
around the whole year.
The budget allocation: The whole budget would
be $200.000.
 The official blog---20%, 40,000.
 Converse Channel on YouTube---10%, 20,000.
 The production and regulation of promoted video on YouTube---
20% 40,000.
 SEO strategy---40%, 80,000.
 The metrics of the success---10%, 20,000.
Thank You!

More Related Content

What's hot

Wanted presentaion
Wanted presentaionWanted presentaion
Wanted presentaion
Lebogang Mukansi
 
Forever 21 plan
Forever 21 planForever 21 plan
Forever 21 plan
brittanyspeaks
 
Volvo Digital Media Strategy
Volvo Digital Media StrategyVolvo Digital Media Strategy
Volvo Digital Media Strategywilson889
 
Final presentation
Final presentationFinal presentation
Final presentation
sligeral
 
Social media analysis
Social media analysisSocial media analysis
Social media analysis
brittanyspeaks
 
Forever 21, inc. social media campaign
Forever 21, inc. social media campaignForever 21, inc. social media campaign
Forever 21, inc. social media campaign
Ebony Clark
 
Will It Blend
Will It BlendWill It Blend
Will It Blend
Gianpaolo Peluso
 
Xfinity Marketing Strategy
Xfinity Marketing StrategyXfinity Marketing Strategy
Xfinity Marketing Strategy
Nicholas Strzyzewski
 
Colgate palmolive
Colgate palmoliveColgate palmolive
Colgate palmolive
Vaibhav Garg
 
Mavericks mahindra flyte
Mavericks mahindra flyteMavericks mahindra flyte
Mavericks mahindra flyte
SIMC Competitions
 
Cause Marketing Strategy for Avon Foundation and Marketplace Events
Cause Marketing Strategy for Avon Foundation and Marketplace EventsCause Marketing Strategy for Avon Foundation and Marketplace Events
Cause Marketing Strategy for Avon Foundation and Marketplace Events
Jools Brandt
 
Coca-Cola Digital Marketing Strategy: ADV420
Coca-Cola Digital Marketing Strategy: ADV420Coca-Cola Digital Marketing Strategy: ADV420
Coca-Cola Digital Marketing Strategy: ADV420
Victoria Topor
 
Maximize holidaysales
Maximize holidaysalesMaximize holidaysales
Maximize holidaysales
James Riess
 
Zettastrom_Company-Profile_D_4.0
Zettastrom_Company-Profile_D_4.0Zettastrom_Company-Profile_D_4.0
Zettastrom_Company-Profile_D_4.0
Abraham Auzan
 

What's hot (14)

Wanted presentaion
Wanted presentaionWanted presentaion
Wanted presentaion
 
Forever 21 plan
Forever 21 planForever 21 plan
Forever 21 plan
 
Volvo Digital Media Strategy
Volvo Digital Media StrategyVolvo Digital Media Strategy
Volvo Digital Media Strategy
 
Final presentation
Final presentationFinal presentation
Final presentation
 
Social media analysis
Social media analysisSocial media analysis
Social media analysis
 
Forever 21, inc. social media campaign
Forever 21, inc. social media campaignForever 21, inc. social media campaign
Forever 21, inc. social media campaign
 
Will It Blend
Will It BlendWill It Blend
Will It Blend
 
Xfinity Marketing Strategy
Xfinity Marketing StrategyXfinity Marketing Strategy
Xfinity Marketing Strategy
 
Colgate palmolive
Colgate palmoliveColgate palmolive
Colgate palmolive
 
Mavericks mahindra flyte
Mavericks mahindra flyteMavericks mahindra flyte
Mavericks mahindra flyte
 
Cause Marketing Strategy for Avon Foundation and Marketplace Events
Cause Marketing Strategy for Avon Foundation and Marketplace EventsCause Marketing Strategy for Avon Foundation and Marketplace Events
Cause Marketing Strategy for Avon Foundation and Marketplace Events
 
Coca-Cola Digital Marketing Strategy: ADV420
Coca-Cola Digital Marketing Strategy: ADV420Coca-Cola Digital Marketing Strategy: ADV420
Coca-Cola Digital Marketing Strategy: ADV420
 
Maximize holidaysales
Maximize holidaysalesMaximize holidaysales
Maximize holidaysales
 
Zettastrom_Company-Profile_D_4.0
Zettastrom_Company-Profile_D_4.0Zettastrom_Company-Profile_D_4.0
Zettastrom_Company-Profile_D_4.0
 

Similar to Final project for converse microsoft power point

Euro car parts
Euro car partsEuro car parts
Euro car parts
Edidiong Uwemakpan
 
UCONVERSE Digital Strategy Fall 2012
UCONVERSE Digital Strategy Fall 2012UCONVERSE Digital Strategy Fall 2012
UCONVERSE Digital Strategy Fall 2012
thomp963
 
Communique Advertising LLC - Corporate Profile
Communique Advertising LLC - Corporate ProfileCommunique Advertising LLC - Corporate Profile
Communique Advertising LLC - Corporate Profile
Communique Advertising LLC
 
Communique LLC - Corporate Profile
Communique LLC - Corporate ProfileCommunique LLC - Corporate Profile
Communique LLC - Corporate Profile
Communique LLC
 
gWave Consulting Social Media Presentation
gWave Consulting Social Media PresentationgWave Consulting Social Media Presentation
gWave Consulting Social Media Presentation
gWave Consulting
 
Accounting Marketing Platforms part 3 of 4
Accounting Marketing Platforms part 3 of 4Accounting Marketing Platforms part 3 of 4
Accounting Marketing Platforms part 3 of 4
Monika Somogyi
 
Youtube insights how passions drive purchases
Youtube insights   how passions drive purchasesYoutube insights   how passions drive purchases
Youtube insights how passions drive purchases
Lionel Martins
 
Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...
Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...
Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...
SocialXpand
 
Accounting Marketing Platforms part 4 of 4
Accounting Marketing Platforms part 4 of 4Accounting Marketing Platforms part 4 of 4
Accounting Marketing Platforms part 4 of 4
Monika Somogyi
 
Google digital fundraising forum
Google digital fundraising forumGoogle digital fundraising forum
Google digital fundraising forum
EvaRedCross
 
HI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptx
HI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptxHI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptx
HI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptx
ShubhamAgarwal327888
 
Marketing Management Executive presenation.pptx
Marketing Management Executive presenation.pptxMarketing Management Executive presenation.pptx
Marketing Management Executive presenation.pptx
JBMiller1
 
Embarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood PanelEmbarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood Panel
Zena Weist
 
Digital media strategy of Porche cars.
Digital media strategy of Porche cars. Digital media strategy of Porche cars.
Digital media strategy of Porche cars.
Ammar Jawed
 
ANSKOS / muesli / FMCG (Fast Moving consumer good) Launch Strategy
ANSKOS / muesli / FMCG (Fast Moving consumer good) Launch StrategyANSKOS / muesli / FMCG (Fast Moving consumer good) Launch Strategy
ANSKOS / muesli / FMCG (Fast Moving consumer good) Launch Strategy
Ullash Tiwari
 
Digital Marketing Beyond Facebook & Google
Digital Marketing Beyond Facebook & GoogleDigital Marketing Beyond Facebook & Google
Digital Marketing Beyond Facebook & Google
Digital Vidya
 
Athleisure Brand - Case Study
Athleisure Brand - Case StudyAthleisure Brand - Case Study
Athleisure Brand - Case Study
conversionx
 
Digital case studies
Digital case studiesDigital case studies
Digital case studies
Nick McGivney
 
New Media
New MediaNew Media
New Media
rabautsu
 
Digital marketing agency in Coimbatore.pptx
Digital marketing agency in Coimbatore.pptxDigital marketing agency in Coimbatore.pptx
Digital marketing agency in Coimbatore.pptx
cogniitec
 

Similar to Final project for converse microsoft power point (20)

Euro car parts
Euro car partsEuro car parts
Euro car parts
 
UCONVERSE Digital Strategy Fall 2012
UCONVERSE Digital Strategy Fall 2012UCONVERSE Digital Strategy Fall 2012
UCONVERSE Digital Strategy Fall 2012
 
Communique Advertising LLC - Corporate Profile
Communique Advertising LLC - Corporate ProfileCommunique Advertising LLC - Corporate Profile
Communique Advertising LLC - Corporate Profile
 
Communique LLC - Corporate Profile
Communique LLC - Corporate ProfileCommunique LLC - Corporate Profile
Communique LLC - Corporate Profile
 
gWave Consulting Social Media Presentation
gWave Consulting Social Media PresentationgWave Consulting Social Media Presentation
gWave Consulting Social Media Presentation
 
Accounting Marketing Platforms part 3 of 4
Accounting Marketing Platforms part 3 of 4Accounting Marketing Platforms part 3 of 4
Accounting Marketing Platforms part 3 of 4
 
Youtube insights how passions drive purchases
Youtube insights   how passions drive purchasesYoutube insights   how passions drive purchases
Youtube insights how passions drive purchases
 
Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...
Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...
Socialxpand Reviews | What is Strategy Search Engine and Internet Marketing S...
 
Accounting Marketing Platforms part 4 of 4
Accounting Marketing Platforms part 4 of 4Accounting Marketing Platforms part 4 of 4
Accounting Marketing Platforms part 4 of 4
 
Google digital fundraising forum
Google digital fundraising forumGoogle digital fundraising forum
Google digital fundraising forum
 
HI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptx
HI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptxHI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptx
HI-BORN DIGITAL AND SOCIAL MEDIA ROLL OUT final.pptx
 
Marketing Management Executive presenation.pptx
Marketing Management Executive presenation.pptxMarketing Management Executive presenation.pptx
Marketing Management Executive presenation.pptx
 
Embarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood PanelEmbarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood Panel
 
Digital media strategy of Porche cars.
Digital media strategy of Porche cars. Digital media strategy of Porche cars.
Digital media strategy of Porche cars.
 
ANSKOS / muesli / FMCG (Fast Moving consumer good) Launch Strategy
ANSKOS / muesli / FMCG (Fast Moving consumer good) Launch StrategyANSKOS / muesli / FMCG (Fast Moving consumer good) Launch Strategy
ANSKOS / muesli / FMCG (Fast Moving consumer good) Launch Strategy
 
Digital Marketing Beyond Facebook & Google
Digital Marketing Beyond Facebook & GoogleDigital Marketing Beyond Facebook & Google
Digital Marketing Beyond Facebook & Google
 
Athleisure Brand - Case Study
Athleisure Brand - Case StudyAthleisure Brand - Case Study
Athleisure Brand - Case Study
 
Digital case studies
Digital case studiesDigital case studies
Digital case studies
 
New Media
New MediaNew Media
New Media
 
Digital marketing agency in Coimbatore.pptx
Digital marketing agency in Coimbatore.pptxDigital marketing agency in Coimbatore.pptx
Digital marketing agency in Coimbatore.pptx
 

Recently uploaded

Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
innovationoecd
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Malak Abu Hammad
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
Matthew Sinclair
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
Daiki Mogmet Ito
 
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success StoryDriving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Safe Software
 
Full-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalizationFull-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalization
Zilliz
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
Safe Software
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
Tomaz Bratanic
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
Kari Kakkonen
 
GenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizationsGenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizations
kumardaparthi1024
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
Neo4j
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Speck&Tech
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
Matthew Sinclair
 
Communications Mining Series - Zero to Hero - Session 1
Communications Mining Series - Zero to Hero - Session 1Communications Mining Series - Zero to Hero - Session 1
Communications Mining Series - Zero to Hero - Session 1
DianaGray10
 
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
Mariano Tinti
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
Quotidiano Piemontese
 
Microsoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdfMicrosoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdf
Uni Systems S.M.S.A.
 
HCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAUHCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAU
panagenda
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
Kumud Singh
 
Pushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 daysPushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 days
Adtran
 

Recently uploaded (20)

Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
 
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success StoryDriving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success Story
 
Full-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalizationFull-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalization
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
 
GenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizationsGenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizations
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
 
Communications Mining Series - Zero to Hero - Session 1
Communications Mining Series - Zero to Hero - Session 1Communications Mining Series - Zero to Hero - Session 1
Communications Mining Series - Zero to Hero - Session 1
 
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
 
Microsoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdfMicrosoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdf
 
HCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAUHCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAU
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
 
Pushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 daysPushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 days
 

Final project for converse microsoft power point

  • 1. Social Media Marketing Strategy for Converse ADV 892-Social Media Drivers License Miao Wang 11.28.2010
  • 2. Challenges of Converse  Appeal to young generation  Innovation  Competition
  • 3. Goals of Converse  Increase the brand preference among young generations  Broaden the target market  Taking advantages of social media online to increase the traffic to Converse website The target market: Generation Y (born between 1977-1998)
  • 4. Social Media Marketing Strategy Social media:  The target market is the largest population who is active in social media world  Much inexpensive Social media marketing strategies:  Official Blog for Converse  Converse Channel on YouTube  Search Engine Optimization
  • 5. Official Blog for Converse Set up an official blog for Converse The purpose of the blog:  To communicate with consumers  Fans of Converse communicating with each other  Converse listening to what consumers are thinking about Converse
  • 6. YouTube Channel YouTube---the largest video site in the worldwide. Converse can do with YouTube:  Set up a Converse Channel on YouTube;  Put promoted Converse video on YouTube website whenever people search for shoes, Converse advertising video will appear
  • 7. Search Engine Optimization In order to show in the top of the rank in Google search, we have to increase our SEO. Optimize the search results by keywords, links, landing page and website content:  Keywords: sneakers, sports shoes, canvas shoes, comfortable shoes, etc.  As for the landing page and website content---be fashionable and eye-catching to appeal our target market—Generation Y.
  • 8. Metrics of the Success  The official blog: count the clicks and replies on the official blog to measure the website visits everyday.  The YouTube Channel: see how many followers are in Converse channel and how many followers increase everyday.  Google Analytics: figure out how much traffic leads to Converse website everyday and how many would result in the final purchase behavior
  • 9. Budget Allocation and Timeline As for the timeline: all those advertisings are around the whole year. The budget allocation: The whole budget would be $200.000.  The official blog---20%, 40,000.  Converse Channel on YouTube---10%, 20,000.  The production and regulation of promoted video on YouTube--- 20% 40,000.  SEO strategy---40%, 80,000.  The metrics of the success---10%, 20,000.