This document profiles a target consumer persona for Nike's women's fitness products. It describes her as an active 28-50 year old who enjoys running, walking and fitness training. She has an annual household income of $88,000 and consistently purchases Nike footwear. The document then analyzes her digital behavior, noting she uses Nike.com and other sites for keyword searches on running shoes. It provides insights on marketing approaches like creating a loyalty program and targeted fitness sites. Two promotional ideas are described - partnering with gyms to offer product trials, and sponsoring an accomplishment recognition campaign using social media. Potential outcomes of increased brand awareness, engagement and sales are discussed.

1. MBAK 619
Jennifer Massicotte, Pamela Schell, Gregory Witt
October 5, 2013

2. • Active Female, 28-50
• Enjoys Running, Walking, Fitness Training –
occasionally plays golf or soccer
• Nike Footwear products purchased yearly
• Annual Household Income - $88,000
• Consistent Nike Brand User
• Desires Style, Function and Quality
• Watches network shows and reality TV
• Reads magazine articles and books
Consumer Profile

3. Consumer Profile: Digital Behavior
• Access Nike.com and other sponsor sites
(Zappos.com)
• Key word searches include:
• Nike
• running shoes
• Occasional social site user (Facebook and
Twitter)
• Occasional Use of Nike+ if convenient and
accessible

4. • Use Nike website page as main digital marketing
resource
• Create loyalty program targeted to Nike women
consumers
• Create or enhance sport specific Nike sites
– Provide pro sport information, links, etc.
– Show how to train
– Identify what Nike gear can be used to help
• Target middle income consumers
• Incentivize all product purchases with secondary
product rebates and family plan product packages
Consumer Insight

5. • Bring product to customer
• Create bond between consumer and product
by letting them try it
• Provide discount incentives for Nike products
• User word of mouth tactics through social
sites, blogs and in person
• Show products being used
• Associate positive outcome with product use
Promotional Tactics used

6. • Funnel consumers through several social sites to Nike
main website
• Increase click-throughs for Nike main website
• Engage consumers to connect with the Nike brand by
social site voting (likes)
• Provide consumers the ability to customize products
for personal appeal
• Use Nike website as exclusive location for custom
product purchases
Promotional Tactics used cont…

7. Idea 1: Nike+ Lifetime Fitness
• Nike partners with five nationwide Lifetime
Fitness membership gyms
• Nike + Fuel band and IPOD offerings are
available daily for women to try as working
out
– Nike + is rented to member for 30-day-trial,
end of thirty days, member
receives 25% discount to
purchase
• Television monitors display NIKE+ product
use in gym and workout statistics

8. Idea 1: Outcomes
• Increase awareness of the brand at a customizable
level
• Engage target persona with product/brand at
virtually no-risk through trial
• The campaign will encourage re-acquisition of target
consumers personally “Bringing Nike to them”
• Members, Trainers, and Experts get a chance to
spread word-of-mouth in-person and digitally

9. Idea 2: Nike Nation Success Recognition
• Nike sponsored national campaign to recognize
women sports enthusiast and their individual and
team accomplishments.
• Teams/individuals blog accomplishments on Nike’s
secondary sports websites including information
about Nike equipment used.
• Accomplishments voted on by Participants and web
users on every 3 months.
• Social media sites; Pinterest, Facebook, Twitter,
Instagram used as marketing channels to Nike blog
sites
• All participants receive product discounts.
• Winning accomplishment will be given the
opportunity design a custom fuel band.
• Custom fuel Band sold through Nike+ website.

10. Idea 2: Outcomes
• Increased click-throughs on from Nike website
to secondary product by 20%
• Increased interest and product recognition
based on “real” people use.
• Retain existing product users by virtue of their
personal accomplishments using the Nike
Brand.
• Consumer acquisition based on perception of
winning attributed to Nike product use

11. Other marketing campaign ideas considered
Appendix
Idea: Nike “Stepping up”
• Nike to work in conjunction with 5 major shoe outlets to
provide a continuous exchange program for family shoes
purchasing.
• Families signup for the “stepping up” program that allows
continuous shoe exchange for family members.
• Participants are given product purchase points for exchanged
shoes.
• All shoe products discounted through this program
“Stepping Up”: Outcomes
• Creates long term customers
• Acquires future customers (family children)
• Used Nike shoes re-sold or given away to low income families providing
good-will recognition to the Nike brand.
• Nike can bolster brand advocacy by showing active participation in the
triple bottom-line
• People = providing shoes to the needy
• Planet = reuse of existing products
• Profit = creating steady consumers