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The Ridiculously Long Lasting Gum




       Digital Marketing Strategy
        Created By: Emily Stolz
• Stride Gum was created
February 19th, 2005 by Donald
Woodworth III

• Starting with just two flavors,
they now have over 13 delicious
options

• Current Target Market: Ages
25-45

•Competition: Extra Gum,
Trident, Eclipse, Dentyne,
Wrigley’s, Orbit

•Goals: Expand their target
audience, increase their
customers, increase interaction
with current or future customers
via. social media, and beat their
competition in sales and
customer loyalty
• In order for Stride to strive to the very top, they need to increase
  their target market to a younger demographic between the ages
  of 8-20
• Currently, all of their commercials and ads are aimed at an older
  audience, often involving scenes of people in the workplace and
  almost always have actors between the ages of 25-45
• Expanding their product to
  appeal to a younger
  demographic will help increase
  sales, popularity, and customer
  loyalty at a young age
This young demographic was born into a
  technological society and they are highly
      involved with social media. It is very
important for Stride to take full advantage of
 utilizing their different social media profiles
           to target this demographic.
• Stride needs to more frequently update their Facebook and Twitter pages
  with new posts, videos, pictures ect.
• Use funny, engaging material to increase interaction with the younger
  target audience
   – Create polls to figure out their favorite flavors
   – Do contests via. social media
       • Post a picture of you chewing Stride in an interesting place
       • Who can fit the most pieces of Stride in their mouth
       • Reward them for their feedback by sending out free samples of
         different flavors
       • Get in the running to win free packs of gum or lifetime supply
• Stride has been very successful in the past with campaigns
  reaching an older audience demographic:
   – Records of doing ridiculously long lasting things in the workplace
   – Spit out your gum or we will find you
• Stride needs to create a campaign targeting a younger
  demographic between the ages of 8-20:
   – Make commercials and ads involving younger kids in their
     environment such as a school or sports
   – Make funny appealing ads for a younger crowd with young actors
• Stride needs to create a fun
  mobile app that appeals to their
  younger demographic:
   – They need to create a fun game that
     involves finding ways to make         If you rub 2
     people spit out their ridiculously    sticks of Stride
     long lasting Stride Gum. Each level   together really
     could be a different flavor of gum    fast a genie will
     that they try and get the person to   appear.
     spit out as well as funny             #StrideFacts
     #StrideFacts between levels.
   – People that beat the app can be           LEVEL 4
     listed on our Facebook and Twitter
     site and be sent a free pack of any
     Stride gum of their choice
AdWords
• Stride can use internet marketing to reach their young target
  audience by implementing a Google AdWords campaign.
• Stride can utilize specific keywords to generate more traffic to
  their website, Facebook, Twitter, YouTube and Flickr profiles.
   – Keyword examples:
       • Stride Gum
       • Chewing Gum
       • Long Lasting Gum
       • Stride games
       • Delicious Flavors
       • Improve Oral Health
• Many components needs to be taken into consideration when
  measuring and evaluating how successful this digital
  marketing strategy.
• Success will be evaluated by:
   – Calculating the amount of interaction of our target audience with our
     social media pages
       • More Facebook likes, more interaction with posts on Facebook, participation in
         polls and contests, Twitter Followers, those who are subscribed to our YouTube
         channel
   – An increase in gum sales by our target audience
   – Amount of ads and commercials with young actors
   – Number of people in our target audience who download the new
     Stride App and play the game
       • The number of people who beat the game
• Budget for this digital
  strategy is $1 million
  dollars
   – This would be enough
     to spend on marketing
     strategies, Google
     AdWords campaign,
     Stride app
     development, social
     media sites being
     updated, free gum and
     samples for prizes.

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Stride Gum Digital Marketing Strategy

  • 1. The Ridiculously Long Lasting Gum Digital Marketing Strategy Created By: Emily Stolz
  • 2. • Stride Gum was created February 19th, 2005 by Donald Woodworth III • Starting with just two flavors, they now have over 13 delicious options • Current Target Market: Ages 25-45 •Competition: Extra Gum, Trident, Eclipse, Dentyne, Wrigley’s, Orbit •Goals: Expand their target audience, increase their customers, increase interaction with current or future customers via. social media, and beat their competition in sales and customer loyalty
  • 3. • In order for Stride to strive to the very top, they need to increase their target market to a younger demographic between the ages of 8-20 • Currently, all of their commercials and ads are aimed at an older audience, often involving scenes of people in the workplace and almost always have actors between the ages of 25-45 • Expanding their product to appeal to a younger demographic will help increase sales, popularity, and customer loyalty at a young age
  • 4. This young demographic was born into a technological society and they are highly involved with social media. It is very important for Stride to take full advantage of utilizing their different social media profiles to target this demographic.
  • 5. • Stride needs to more frequently update their Facebook and Twitter pages with new posts, videos, pictures ect. • Use funny, engaging material to increase interaction with the younger target audience – Create polls to figure out their favorite flavors – Do contests via. social media • Post a picture of you chewing Stride in an interesting place • Who can fit the most pieces of Stride in their mouth • Reward them for their feedback by sending out free samples of different flavors • Get in the running to win free packs of gum or lifetime supply
  • 6. • Stride has been very successful in the past with campaigns reaching an older audience demographic: – Records of doing ridiculously long lasting things in the workplace – Spit out your gum or we will find you • Stride needs to create a campaign targeting a younger demographic between the ages of 8-20: – Make commercials and ads involving younger kids in their environment such as a school or sports – Make funny appealing ads for a younger crowd with young actors
  • 7. • Stride needs to create a fun mobile app that appeals to their younger demographic: – They need to create a fun game that involves finding ways to make If you rub 2 people spit out their ridiculously sticks of Stride long lasting Stride Gum. Each level together really could be a different flavor of gum fast a genie will that they try and get the person to appear. spit out as well as funny #StrideFacts #StrideFacts between levels. – People that beat the app can be LEVEL 4 listed on our Facebook and Twitter site and be sent a free pack of any Stride gum of their choice
  • 8. AdWords • Stride can use internet marketing to reach their young target audience by implementing a Google AdWords campaign. • Stride can utilize specific keywords to generate more traffic to their website, Facebook, Twitter, YouTube and Flickr profiles. – Keyword examples: • Stride Gum • Chewing Gum • Long Lasting Gum • Stride games • Delicious Flavors • Improve Oral Health
  • 9. • Many components needs to be taken into consideration when measuring and evaluating how successful this digital marketing strategy. • Success will be evaluated by: – Calculating the amount of interaction of our target audience with our social media pages • More Facebook likes, more interaction with posts on Facebook, participation in polls and contests, Twitter Followers, those who are subscribed to our YouTube channel – An increase in gum sales by our target audience – Amount of ads and commercials with young actors – Number of people in our target audience who download the new Stride App and play the game • The number of people who beat the game
  • 10. • Budget for this digital strategy is $1 million dollars – This would be enough to spend on marketing strategies, Google AdWords campaign, Stride app development, social media sites being updated, free gum and samples for prizes.