Oakley currently targets athletic customers but wants to expand to casual wear. Their digital media includes a functional website, strong social media presence, and promotional videos. Opportunities exist to improve the website, make social media less repetitive, and increase interactive advertising. Recommendations include fixing website glitches, adding contests to engage customers, and featuring non-pro athletes. If implemented efficiently, social media campaigns would be low-cost. Contests could boost spending slightly but website edits should not. The strategy aims to measure increased engagement and sales over timelines tailored to different sports.

1. Digital Media Strategy

2. Oakley’s Current Target Audience
● People of all ages
● Athletic outdoorsmen and women
● Pro snowboarders, skiers, golfer's, baseball players, bikers
Potential New Market:
● People who may not be as athletic or outdoorsy
○ Promote casual apparel to anyone
○ Ads featuring people wearing their clothing in a non athletic setting

3. Oakley’s Current success in Digital Media
● Website and mobile site
○ Easy to navigate
● Facebook, Instagram, Twitter
○ Great use of hashtags and pictures
● Youtube
○ Videos ft. pro athletes and testimonials

4. Some Room for improvement...
● Website and mobile site
○ Glitchy and boring
● Social media
○ Repetitive
● Online advertising/Inbound Marketing
○ Could be more interactive
○ Expand SEO base

5. Recommendations for Website/Mobile Site
● Fix glitches within the website text
○ Improves readability
● Move Contact info to the top of the home page
○ Makes contact info more accessible
● Make web pages less “block-ish”
○ Changing up button shapes makes the page more interesting
● Switch colors away from gray-scale
○ Brighter color pops are more visually appealing
● Add a fun consumer quiz to the homepage
○ Quizzes can increase consumer involvement

6. Recommendations for Social Media
● Vary in posts across all platforms
○ Makes social media more interesting
● Share customer/fan photos and posts
○ Will increase consumer interaction
● Feature non pro athletes in videos
○ Makes consumers feel closer to the brand

7. Recommendations for Online Advertising/Inbound MArketing
● Possible contests to engage consumers
○ Normal customers could win a prize or publicity; could
help increase customer interaction
● Make emails more interactive
○ By adding quizzes or contest info to emails,
consumers will be more likely to read email

8. Possible Contest Opportunities...
● Best consumer testimonial video
○ Winner becomes next Oakley intern
● Highest Oakley hashtag usage
○ Winner gets free Oakley apparel
● Post picture with Oakley apparel to enter raffle
○ Winner gets to be featured in next Oakley video

9. Budget
● If Oakley utilizes social media very efficiently, a lot of their advertising ends up being free
● Extra video production and fees for the various contests could result in increased spending
● Other edits to the website and mobile site should not cost any more money than Oakley already spends
Timeline
● Advertising geared towards snowboarders and skiers should be utilized in the winter
● Content made for baseball players and golfers should be utilized in the spring and summer months
Measurements
● Strategy success can be monitored via viewing Facebook reach for posts
● The amount of shares and likes on all social media platforms
● The amount of sales increase and customer interactivity

10. How will Oakley Benefit?
● Increased brand awareness
● Possible increase in sales
● Increased customer interactivity
● Social media is popular, AND free