Roxy Digital is adjusting its strategy to target a wider female audience aged 14-24. It will use a new hashtag "#ROXYGirl" across social media platforms with daily posts of pictures and videos. A female athlete spokesperson will create bi-weekly YouTube and Vine videos. Most of Roxy's $2 million budget will fund the spokesperson, GoogleAdWords campaign for 6 months, an agency to run social media, and an app connected to Instagram. The strategy aims to increase Roxy's Facebook likes to 3.5 million and Twitter followers to 1 million over 6 months, measured by analytics tools and increased sales.

1. ROXY DIGITAL
STRATEGY
2013
By: Cait Quinn

2. Current Demographics
 Young women
 Ages 14 – 24
 Athletic
 Stylish
 Fit
 Independent

3. ROXY SWOT Analysis
STRENGTHS OPPORTUNITIES
• Specific target market •Social Media growth
•Surfing/Snowboarding industries
• Established brand identity expanding quickly
WEAKNESSES THREATS
•Negative media attention for • Competition from other brands
lawsuits • US economy in recession
•Many competitors:
Billabong, Volcom, PacSun

4. cCurrent Digital Strategy
Current
 #RoxyDARE campaign
 Encouraging customers to start “Pushing the limits and
living unique lives”
 Using incentives and social media to build this campaign
has been highly successful so far

5. Digital Strategy Changes
 Adjust the hashtag for a wider audience
#ROXYGirl
 Use of a spokesperson, an up and coming
female athlete to post bi-weekly YouTube and
Vine videos with tips on leading healthy, active
& stylish lives
 By putting a face with the campaign, more
press will naturally occur

6. New Strategy Cont’d
 Enormous Facebook & Twitter push
 Dailypictures, videos, facts, etc.
 Keep the consumer interested & paying attention
 Repetition is key
 Themore the consumer hears the name, the
more it is on their mind
 GoogleAd Words
 Line 1: Roxy Swim Suits for Summer!
 Line 2: Cute suits &surfwear for juniors
 Line 3: Buy online, save on shipping!

7. Budget
TOTAL BUDGET: $2,000,000
BREAKDOWN
• $500,000 – Spokesperson
• $90,000 – GoogleAd Words for 6 months
• $410,000
• agency to run social media sites
• video production
• contest costs
• miscellaneous costs

8. Mobile App
•Online
shopping
•
Coupons/De
als
Campaign
•
highlights
•Connected
to Instagram
account

9. Current and Projected Stats
Current
Facebook:2.8 million likes
Twitter: 45,000 followers
Projected 6 Months
Facebook: 3.5 million likes
Twitter: 500,000 to 1 million followers

10. Evaluation of Success
 Utilize GoogleAd
Words metrics on their
site
 Social Media site
growth – Radian6.com
 Mobile Application
downloads
 Overall increase in
Roxy sales over 6
months