A Digital Marketing Strategy Campaign for Goodyear Rubber & Co.

1. Dane Hansen

2. GOODYEAR’s Target Audience

3. GOODYEAR’s Big Idea(s)
• *Allowing the customers to easily purchase products and obtain up-
to-date news about Goodyear-related deals.*
• Instagram: Implement a presence on the platform
• Mobile app/browsing: Update site to ease optimization for customer
• Online/Social media presence will increase traffic

4. Social Media
Presence
• Presence = Increases traffic to
website
• Gets the brand out
• Sponsored with NASCAR-
affiliated pictures
• Sponsored with off-road
vehicle pictures
• Makes use of #goodyeartires

5. NASCAR-affiliation
“Goodyear is its 14th year as the exclusive tire supplier for Nascar, and
in addition to brand and interactive work, respectively, both shops will
pitch in on marketing duties for that sponsorship relationship.”1
Goodyear 1 Resource – https://www.goodyear.com/en-US/company/nascar
• NASCAR adds additional media advertising
• Print ads, logo, prime-time television
• Goodyear impacts
• Increased brand awareness
• Increased sales
• Reaches the audience
• Implementation of Instagram w/ NASCAR
• Increased brand awareness
• Increased sales
• Reaches the audience on the platform

6. Site Optimization
1. 2. 3. 4.

7. KPI & Metrics
Fall
Summer
Spring
Winter
• Every 3 months, (4
seasons)
• Year long
• Different threads per 3
months
• Switch from print to
online advertising
• Tracking searches on
the site/buying
comparison

8. Budget
27%
25%
21%
15%
6%
4%2%
Marketing Budget for 2016
Social Media
Email Marketing
Mobile Marketing
Display Advertising
Search Marketing
Blogs
Content Marketing
Social Media - $130,000,000
Email Marketing - $120,000,000
Mobile Marketing - $100,000,000
Display Advertising - $70,000,000
Search Marketing - $30,000,000
Blogs - $20,000,000
Content Marketing - $10,000,000

9. Summary
• Involved social media presence
• Online sponsorship (NASCAR, etc)
• KPI’s & Metrics
• Budget

10. Works Cited
• https://corporate.goodyear.com/documents/annualreports/GT2014_
AR.pdf
• http://www.elemica.com/wp-content/uploads/2013/10/Automation-
Process-Improvement-Strategies_Onno-Maliepaard_Goodyear.pdf
• http://adage.com/article/agency-news/goodyear-shifts-advertising-
creative-gsd-m-idea-city/143229/
• https://www.goodyear.com/en-US/company/nascar
• http://www.capstonemarketingservices.com/nascar.html