This document outlines a digital marketing plan for Nike+ running products. It identifies the target markets as recreational and professional runners interested in tracking activities. The primary goal is to educate the market on Nike+ products and their benefits, while the secondary goal is to increase sales. Key performance indicators include engagement on social media and changes in product sales. The main strategy is to create an online community for Nike+ users and non-users through social media to extend the brand and provide opportunities to participate and share. Tactics include social media, blogging, pitching bloggers, press releases, Google Adwords, and content marketing. An estimated budget is provided for various digital marketing components.

1. New Media Drivers Licence Summer 2013
Presented By: Cassandra McVicar

2. Target Market
Buyer Profiles
Athletic Individuals that want to
track activities
Recreational Runners Seasoned Pro Runners
•Individuals that are interested in
keeping track of their activities on
a day to day basis.
•Runner’s that run 1-3 days a
week
•Interested in tracking and
monitoring progress
•May only be interested in
tracking their running activities or
running & other activities
•Runner’s that run 4+ days a
week and want to track for
training purposes
•May compete in professional or
“for fun” races
•May only be interested in
tracking their running activities or
running & other activities

3. Goals
Primary Goal Educate the market on how
these products are used and the benefits they
offer
Secondary Goal Make Sales

4. Key Performance Indicators
• Amount of change in engagement on the
social media sites
– Likes, comments, shares, replies, favorites, retwee
ts, etc.
• Amount of change in sales of the products

5. The BIG idea
• To create a community with the Nike+ product
users and non-users
– Runners are a community
– Social media will extend the community digitally
and provide an extension of the product attributes
– Opportunity participate and share

6. Tools and Tactics
• Social Media
– Leverage to extend the runner community
– Opportunity to participate and engage with brand/ products
• Blogging
– Position themselves as a thought leader
– Reach new customers and drive customers through the sales
cycle
• Pitching to Bloggers
– Work with influential running bloggers

7. Tools and Tactics
• News Release
– Submit on distribution service and simultaneously on website
• Google Adwords
– Researched potential keywords
– Keywords were chosen based on competition and relevance
• Content Marketing
– Used to create relationships, build trust, improve and maintain
the search engine ranking, for business development and for
competitive advantage

8. Budget
• Assuming in-house costs
Digital Marketing Component Cost
Branded Website $100,000-$300,000
Social Media $15,000-$25,000
Email Marketing $2,880 ($240 a month)
Content Marketing $2,880 ($240 a month)
Google Adwords $20,160 for SEO and $5,760
for PPC

9. Summary
• This program will assist Nike+ in successful
digital operations
– Tools and Tactics used to ensure goals are met
– Key indicators will provide a information on
whether the campaign is working
– The budget will guide decisions

10. Any Questions or Comments?