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Moosejaw Marketing Strategy
- 1. Moosejaw Mountaineering Marke0ng Strategy Brandyn Brazee
- 2. Moosejaw Mountaineering is an outdoor recrea0on from Keego Harbor, MI that was originally a brick and mortar store. Now, based in Madison Heights, MI with 10 loca0ons around the United States. The privately held company started with 2 employees, now has over 300 around the country. Moosejaw specializes in outdoor equipment and apparel and superb customer service. The company also uses a crea0ve way to connect to their customers with a campaign called “Moosejaw Madness”. This campaign is where all the sales and promo0ons are tabbed under and they also have a part of their site dedicated to the “Madness”. History
- 3. The Campaign Idea To formulate a marke0ng strategy for a company with such a niche market can some0mes prove to be tricky. However, I do believe that there are ways to improve their social media, mobile marke0ng, and Internet presence. The main idea is focus on their name and image. Then a3aching this to events and promo6ons and tying it all into social medias, Google Adwords, and the mobile strategy.
- 4. Social Media AOer research, Moosejaw has a rela0vely strong social media presence. They have an ac0ve Facebook and TwiQer, along with a YouTube channel, Pinterest, Instagram, and LinkedIn. But, there is a problem with linking back to their profiles through other companies they sell. There should be a connec0on between brands, events, and promo0ons by using hashtags, men0ons, videos, and links. Making their social media more interac0ve with promo0ons and contests, or with linking back to other companies will help promote their name with new clients and current clients. Since they s0ll considered a small company amongst their compe0tors, this will help people recognize their brand name. Through social media Moosejaw can become more recognizable to the people who normally wouldn’t no0ce their name or associate themselves with the company.
- 5. Google AdWords Campaign Since Moosejaw offers such a variety of outdoor equipment and apparel, it is important to have a strong AdWords campaign that uses specific phrases and keywords. The Internet marke0ng should be a focus and key to their overall campaign success. Using the Google tools will allow us to enter keywords and phrases that would be associated with the Moosejaw brand name. Then when these words and phrases are searched for, the Moosejaw site will emerge in the top of the Google search results. Since Moosejaw is an outdoors store, phrases and keywords will include but not be limited to things like The North Face, Patagonia, Mountain Hardware, outdoors, camping, hiking.
- 6. Mobile Strategy The best thing for Moosejaw to have to stay in line with compe0tors is a mobile app. This app will offer all of their products, a search, share, store loca0on and product availability at each store, but most importantly it will offer quick access to their top brands and merchandise. By signing up and dowloading the mobile app Moosejaw will then be able to send push no0fica0ons on sales, promo0ons, and other events straight to the customers mobile device or tablet. Also, the app can be integrated with Facebook, TwiQer, and their buyers Moosejaw Rewards program. When items are purchased the customer can gain extra points by sharing their purchases on their own social media. They can also check their reward point status in the app.
- 7. Strategy Integra0on The best thing about the strategies for Moosejaw is that in the end, everything connects to one another in some way. The mobile app can be connected to social media by asking poten0al sign ups to login by using their Facebook or TwiQer profiles. They can then share purchases and likes from the app and the website on their feeds. Also, customers can have the op0on to share, the news on Moosejaw’s social media feeds. Google Adwords will be able to connect back through searches and history. Based on what someone is searching for at the specific moment, Google will be able to link the searcher back to the website, mobile app (if on a mobile device), and Moosejaw’s social media profiles.
- 8. Measurements of Success We will track insights on Facebook, including new likes, shares and men0ons. This goes the same for TwiQer, we will record new follows, men0ons and hashtag men0ons. We will use Google Analy0cs to track new visits to the company site and what keywords and phrases are most beneficial to the company. Also, the amount of downloads for the mobile app will be recorded. In the end, we will no6ce increase in sales, brand notoriety, and brand awareness.
- 9. Budget To accomplish the goals that have been set out for Moosejaw, I have proposed for the budget to start out at $500,000. This will cover the cost for a mobile app developer, a social media manager, contests on social media, event promo0ons, Google AdWords, and all employees needed to assist in these branches of the company. By implemen0ng these ideas Moosejaw will be able to capitalize on their audience and increase their presence in the outdoor recrea0on market, and those who may not typically know about Moosejaw. By increasing awareness through social media and current customers, Moosejaw will be able to gain new customers for the future.
- 10. Timeline The campaign will start in September and run throughout the following year. Social media will be updated daily, and events and promo0ons will correspond with the seasons. In the fall and winter months offer jackets or snowboard, and in the spring and summer months offer camping gear or swim suits. The app will also be maintained and updated throughout the year, and Google Adwords will work like the promo0ons. Moosejaw will rely heavier on phrases and keywords that work beQer with the seasons