This is my final presentation for NMDL. For this assignment, I created a digital strategy campaign for Bauer.

1. DIGITAL STRATEGY
Matt Grassi ADV 420 August 5, 2013

2. GOAL
• Increase brand awareness and equipment sales
among hockey players between the ages of 10-
17

3. TARGET AUDIENCE
• Young hockey players between the ages of 10-
17
• Why? This age range is when kids have the
most input into what equipment they wear

4. TACTICS
• Social Media
• Internet Marketing/Advertising
• Campaign will start June 1st, 2014 and run for
one year

5. KEY PERFORMANCE INDICATORS
• Increase in Bauer hockey equipment sales
amongst the target audience
• Increase in brand awareness measured by
social media use (Facebook, Twitter, and
Instagram)

6. SOCIAL MEDIA
• Facebook, Twitter, and Instagram
• Each outlet will show Bauer advertisements
featuring current NHL players
• All three will have daily posts about the Bauer
brand as well as monthly equipment giveaways

7. SAMPLE AD

8. KEYWORD ADVERTISING
• This campaign will advertise on the keywords
“Bauer Hockey”
• Goal will be 25 clicks per day and 1571
impressions per day

9. BUDGET
• Internet Advertising = $11.87 x 365
(days)=$4,332.55
• Digital agency costs = 640 hours (16 weeks at 40
hours a week) x $250/hour = $160,000
• Maintenance = remaining 36 weeks $15/hour for 10
hours a week x 3 college students = $16,200
• $5,000 a month for giveaways x 12 months =
$60,000
• Total budget = 240,532.55

10. BIG IDEA
• Bauer Hockey is a well-known brand in the hockey
world, but there is definitely room for
improvement, especially in the age group of 10-17
year olds. This is the age where kids generally have
the freedom to choose the equipment they would
like to use, and therefore will be the perfect
demographic to target. Through the use of social
media and Internet marketing/advertising, Bauer
Hockey will be able to increase their sales and
brand awareness among this age group!