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Moosejaw Digital Strategy
- 1. Juliet DeGain ADV 420Section 743 - Walsh Digital Strategy
- 2. Agenda Mobile Conclusion Understand Who isMoosejaw? Ask Big Idea Recommend Social Media Recommend Website Recommend Online Advertising Recommend Inbound Marketing & Personas Recommend Solve Mobile Application Conclusion
- 3. Who is moosejaw? U.S.’top online outdoor retailers Serves a target audience that is interested in the outdoors and adventure “Best known for its irreverent and wacky marketing, and being the most fun outdoor retailer on the planet…” ? ? ?? ? ? Understand Ask Recommend Solve
- 4. Big idea How canMoosejaw continue their success and some? Increase online revenues by 10% in the next fiscal year Increase mobile application downloads by 30% in the next fiscal year Total Online Sales Revenue Total Mobile Application Downloads Opportunity-to-Win Ratios & Total VR Goggles Purchased Key Performance Indicators Understand Ask Recommend Solve
- 5. Social Media Facebook TwitterInstagram YouTube LinkedIn Pinterest Create posting schedule Promote download of mobile application Follow same posting schedule Increase interaction with customers Promote download of mobile application Clean up theme and filters Post screenshots of 360 Virtual Reality videos to promote mobile application Post weekly gear guides and how to’s Allow for pop- ups showing current promotions and sales Continue for professional job postings only Discontinue use as it does not reach target audience Understand Ask Recommend Solve
- 6. Website Understand Ask RecommendSolve CONSPROS User-friendly layout Ability to search by Brand or Activity/Category Accessible via mobile phone “Madness” and “Outdoor Knowledge” tabs need to be more prominent Search Engine Optimization underutilized
- 7. Online advertising Understand AskRecommend Solve SEO Advertising Expand SEO key terms to Activity/Category Snowboard Jackets Hiking Shoes Reusable Water Bottle Lost sight of “irreverent and wacky marketing” claim
- 8. Inbound marketing &personas Use personas for a more guided attempt at creating content that is valuable to target customer Understand Ask Recommend Solve How-To Guides Create Top 10 Lists Cheat Sheets Comparisons Contests Essential Tools and Products Sale Promotions Checklists New Product Launches Gear Breakdowns
- 9. Mobile Application Understand AskRecommend Solve Shopping platform similar to Website Virtual Reality Experience 1. Watch various VR videos (“Namaste Feels” or “Finding Wanderlust”) 2. Complete VR Experience Challenges (VR Yoga) 3. Earn VR Experience Badges (“Smarty Pants”) 4. Earn Points 5. Watch your score grow on the Leaderboard
- 10. Conclusion Do not losesight of the target customer Get outside and get after it, whether that be alone or with the people you love Understand Ask Recommend Solve Digital Strategy Recommendations Create Competitive Advantage Increase Online Sales by 10% Increase Mobile App Downloads by 30% Achieve Growth
Editor's Notes
- #2 Hello, my name is Juliet DeGain and today I will be presenting my Digital Strategy for Moosejaw Mountaineering
- #3 The agenda is as follows, I will begin by explaining who Moosejaw is and what they do. Next I will go into my Big Ideas and the KPIs necessary to support those goals. Following this will be several slides going into detail about my recommendations regarding their social media, website, online advertising, inbound marketing and personas, and mobile application. To conclude I will wrap up my recommendations and the role they play in achieving growth and creating a competitive advantage, which will in turn allow Moosejaw to achieve my “Big Ideas”.
- #4 So who is Moosejaw and what do they do? Moosejaw is one of the U.S.’ top online outdoor retailers, selling anything from hammocks to hiking boots, to hoodies. Moosejaw originates out of Madison Heights, MI with only 10 locations across the US, so we’re actually pretty lucky to have a store right on Grand River. Moosejaw serves a target audience that is interested in the outdoors and adventure, and that can been seen throughout all of their branding. Lastly, according to their website, Moosejaw is “best known for its irreverent and wacky marketing, and for being the most fun outdoor retailer on the planet..” If you’ve been to the store in East Lansing or happen to already follow Moosejaw, I’m sure many of you can attest to that being true. However, for those who aren’t familiar, here’s an example of an email I got when trying to reset my password because I forgot it.
- #5 After following everything that is Moosejaw for the past few months, I have developed 2 objective or Big Ideas that, when accomplished, will allow Moosejaw to continue their success and some. The first being to increase online revenues by 10% in the next fiscal year. The second being to increase mobile application downloads by 30% in the next fiscal year. And while the main KPIs are rather obvious, being total online sales revenue and total mobile application downloads, respectively, there a some supporting KPIs that will allow Moosejaw to track their success such as Opportunity to Win Ratios and the Total Virtual Reality Goggles Purchased, which you will see later.
- #6 Now onto my recommendations section, I will be starting with Social Media. Moosejaw currently uses 6 different social media platforms: Facebook, Twitter, Instagram, YouTube, LinkedIn, and Pinterest. I could go into great detail about the things I enjoy about Moosejaw’s current use, but for simplicity I am going to key in on the recommendations I found necessary to support my Big Ideas. Starting with Facebook, my main recommendation would be to create a posting schedule. Moosejaw currently has no posting pattern and will either post once a week or 20 times a week, there’s no balance. Secondly, to promote the download of their mobile application, and in return be rewarded a 15% off coupon. For Twitter, these recommendations carry over, in addition to increasing interaction with customers. Moosejaw encourages users to use hashtags such as #MoosejawMadness, but there’s really not much interaction after that. For Instagram, I recommend really cleaning up their theme and filters to something more succinct. The quality of the photos are all over the place and it’s taking away from aesthetic of their page. Next would be to post screenshots or intro videos of the 360 VR videos found on their mobile app. Moving onto YouTube, I would recommend on focusing on putting out more content. Their YouTube is actually really great, it’s loaded with how-to videos, gear comparisons, etc. but there needs to be a weekly video, not monthly. Also I would recommend to allow for pop-up advertisements during the videos that displays current promotions or sales. For LinkedIn, Moosejaw currently only posts job listings on there, which I recommend they continue to do as LinkedIn is a professional site. Lastly, I recommend discontinuing the use of Pinterest as it is currently not hitting their target audience and they could allocate their resources much more effectively to the previous platforms.
- #7 As for their website, Moosejaw really hits the mark in terms of organization and usability, all while sprinkling in funny jokes or puns. The user can take one of two routes to find what they are looking for, either by Brand or by Activity/Category, which you can see in the picture above. Their website also translates well onto phones and tablets. For cons, the “Madness” and “Outdoor Knowledge” tabs are somewhat difficult to find and this can be deterring customers looking for Moosejaw’s valuable how-to videos or cheat sheets. Lastly, Moosejaw is underutilizing the power of Search Engine Optimization, which I will go into next.
- #8 As for online advertising, there are two subjects I will focus on: Search Engine Optimization and Advertising. Going back to SEO, Moosejaw does a great job at ensuring Brands are including in their key terms, but this needs to be expanded to Activity/Category based terms, such as snowboard jackets, hiking shoes, or reusable water bottle. Currently, when I go to search those words, stores such as REI pop up, and that’s not promoting Moosejaw’s growth. Now onto advertising, Moosejaw is beginning to lose sight of their “irreverent and wacky marketing” claim by creating advertisements that are pretty lackluster. Below is a recommendation of an advertisement that I believe fits Moosejaw’s claim. When clicked on, the link will lead to page displaying all of Moosejaw’s hoodies.
- #9 Inbound marketing is an important aspect of Moosejaw’s marketing strategy, but I would recommend the use of personas for a more guided attempt at creating content that users find valuable. Listed are 10 examples of inbound marketing, all of which Moosejaw currently successfully use, but could be fine tuned with the use of personas.
- #10 As for what I believe to be the main star of their digital strategy, their mobile application. This is an original and authentic application that combines your typical shopping platform, which is set up very similar to their website, and a Virtual Reality Experience. Users can obtain a free pair of VR Goggles with any purchase, or can be purchased directly to be used with the VR Experience. The VR Experience is pretty straightforward: users watch various VR videos, such as “Namaste Feels” or ”Finding Wanderlust”, complete VR Experience Challenges, such as VR Yoga, Earn VR Experience Badges, such as “Smarty Pants” which is earned by completing a Challenge with no wrong guesses, earn points, and lastly watch your score grow on the Leaderboard. Here you see a screenshot of the previews for some of the VR videos, which are breathtaking. Well there’s all of these great things, what’s the problem? This application is not promoted anywhere! This is a huge opportunity to create an unique competitive advantage, so it’s imperative that Moosejaw starts to push this application on their social media platforms and offers a 15% off coupon upon initial download.
- #11 In conclusion, the digital strategy recommendations I mentioned will allow Moosejaw to first, achieve growth and create a competitive advantage, which will then open up the path to achieve my initial Big Ideas of increasing online sales by 10% and increasing mobile application downloads by 30% in the next fiscal year. Throughout this process, it is important that Moosejaw does not lose sight of their outdoorsy and adventure seeking target customer, and most importantly, ensuring their customers are able to “get outside and get after it, whether that be alone or with the people you love.”