Nike is developing a 3-prong marketing strategy focused on social media, internet, and mobile to grow its Nike+ brand and increase members, followers, and conversions. The strategy targets active adults in the US aged 18-50 with a mid-level income who enjoy exercise. Nike will maintain and expand its social media followers, use targeted keywords for internet marketing, and promote apps for mobile check-ins. The $2.5 million budget will be allocated across various channels for immediate and seasonal implementation, with results tracked using Google Analytics.

1. NIKE+
MAKING THEIR ONLINE
PRESENCE #COUNT

2. LIFE IS A SPORT… MAKE IT #COUNT WITH NIKE+
+JOIN
+BUY
+CHALLENGE
+IMPROVE

3. BUSINESS #COUNTS

4. GOALS #COUNT
Develop Nike+ Sports Brands
Increase Nike+ Members
Increase Followers
Increase # Conversions

5. TARGETING #COUNTS
U.S.
Men
Women
18-50
Mid
Income
Active
Exercise
Enthusiasts
Busy

6. 3-PRONG MARKETING STRATEGY
MARKETING #COUNTS

7. social media…
maintain
create
followers #count

8. INTERNET MARKETING
KEYWORDS #COUNT
workout
active
athletic
athletic equipment
compete
counts
move
moves
movement
nike fuel
nike plus
nike+
set workout goals
tracking workout progress
challenge

9. MOBILE
MARKETING
SMARTPHONES #COUNT

10. BUDGETS #COUNT
Pre-
Existing
Social
Media, 10
Blog, 17
Pinterest, 15
Nike+ Sports
Development,
20
Google
AdWords, 16
QR Code, 11
Mobile Check
Ins, 11
$2.5 MILLION GOOGLE ANALYTICS
IMMEDIATE & SEASONAL
IMPLEMENTATION