Nike+ aims to use digital tools to promote a new rewards program and encourage more active lifestyles. The plan includes updating Nike's website and launching a blog to engage different types of customers. It allocates a $8 million budget across Google AdWords, social media, mobile optimization, and blogging. Success will be measured by tracking key metrics like website traffic and conversions over 12 months, with goals of 40% increased awareness after 6 months and 85% after one year. The plan is adaptable to changes based on ongoing performance analysis.

1. NIKE +
Life is a sport. Make it count.

2. WHAT IS
Company Background
NIKE +
• The devices have strong core
values to offer a
 The devices have strong core values to offer a
• Smart
 Smart
• Simple
 Simple
• Fun way to become more
active
 Fun way to become more active
What is Nike + ?
• Nike was founded in
1971 by Bill
Bowerman and Phil
Knight
• Nike + teamed up
with Apple for
Nike+iPod in 2006

3. BIG IDEA
• How customers can become more active
using Nike +
• Swoosh points
• Benefits
• “Life is a sport.
Make it count.”

4. TARGET AUDIENCE
• Athletes, non- traditional athletes, nonathletes
• Three different buyer personas

5. GOOGLE ADWORDS
 Advertise Nike+ brand name and rewards program
 Create Ad Groups based on keywords used by buyer persona
 Example Google AdWord:
Nike Fitness
Want to be rewarded for working out?
Get Nike + fit products
http://nikeplus.nike.com/plus/

6. UPDATED WEBISTE
NIKE + BLOG
RECREATE NIKE+ WEBSITE TO BE
BUYER FOCUSED
LAUNCH INDEPENDENT NIKE+
BLOG
ADVERTISE NEW REWARDS
PROGRAM
LANDING PAGES FOR EACH
BUYER PERSONA WITH CONTENT
THAT WILL SOLVE EACH
PROBLEM
PURPOSE: POST ARTICLES
ABOUT NEW REWARDS
PROGRAM, STRONGER
PRESENCE ONLINE, CONNECT
WITH AUDIENCE
THOUGHT LEADERSHIP
CONTENT, CONNECT TO SOCIAL
MEDIA WEBSITES

7. SOCIAL MEDIA
• Different social media websites for different buyer personas.
• Enhance Nike+ Facebook and Twitter page to better communicate with
audience
• Communicate about new rewards program
• Use Instagram to encourage consumers to post unique pictures using Nike+
products

8. BUDGET
 Estimated budget 8 million
 Breakdown:
 Billing Fee: $200,000
 AdWords: $1,000,000
 Website: $1,000,000
 Blog: $2,000,000
 Instagram: $800,000
 Facebook:$ 500,000
 Twitter: $500,000
 Mobile friendly: $2,000,000
 Already have an in-house digital marketing team.

9. MEASURING SUCCESS
 Over the year the new digital tools that are being implemented will
be closely and heavily tracked, monitored and analyzed.
 Website

Google Analytic
 Acquisitions and retention costs will be tracked.
 Google AdWords and conversion tracking codes
 Social Media:
 Track effectiveness on a weekly basis
 Track the number of people who response to our interactive posts

Blog:
 Track the number of visitors, shares, committed followers, and external links
 Follower bloggers

10. SUMMARY
• 12 months to roll out this plan
•
Nike+ should except to see a 40% increase in Nike+ product awareness after
the first 6 months
•
85% after 12 months
•
20% increase after each quarter
• Change anything throughout the process that is not working.