Harley Davidson is developing a new digital strategy to attract younger customers and the families of existing riders. Their goal is to turn the Harley "club" into a family tradition by targeting Caucasian males aged 18-34 who have a Harley rider in their family. They will use $8 million on digital marketing through Facebook, Instagram, and blogs to provide promotional incentives and encourage family members to take riding classes to continue the tradition across generations.

1. Harley Davidson Digital
Strategy
Michael Rooney

2. Demographics
 Caucasian males ages thirty-five and older
 About 65% of Harley Riders
 Overall growth at twice the rate from “core” customers

3. The Harley “club”
 Anyone who owns a Harley
 Pride
 Motorcycle riders respect Harley

4. The Big idea
 Attract families of existing Harley Riders
 Carry on the tradition within the family
 Have the older riders in the family want to pass on the
tradition

5. Target Audience
 Currently Caucasian males ages thirty-five and older
 New digital strategy will target Caucasian males ages
eighteen to thirty-four
 Target males who have a Harley rider in their family

6. Key Performance Indicators
 Promotional Incentives to receive discounts
 Bring a family member to a riding class
 Measuring sales

7. Campaign goals
 Harley Davidson “club”
 Family tradition
 Instill pride in Harley Families
 Create a lasting trend

8. Digital Marketing
 Instagram promotions
 Facebook advertising
 Online blog utilization

9. Budget
 8 Million dollars
 Solely digital marketing, cuts down costs
 Implementation of Advertisements
 Learn to ride instructors

10. Summary
 Turn the “club” into a family tradition
 Target Caucasian males ages eighteen to thirty-four with
Harley riders in their family
 Promotional incentives through Facebook, Instagram and
blogs