The document outlines the S.M.A.R.T. goal for the Snowsnaker communications campaign. The goal is to sell over $72 billion in revenue by May 1, 2026, making it the number 1 snowboard manufacturer by surpassing Burton Snowboards' current 55% market share. It provides details on the timeline, annual revenue targets, and how the goal aligns with the company's vision, mission and positioning statements. The document also summarizes the Snowsnaker product and discusses strategies around distribution, purchasing options, pricing, and initial promotional activities.

1. Whitney Westbrook
April 17, 2016
CMGT 599 Assign 3 P3B
Freddy Nager
Snowsnaker Communications Campaign
S.M.A.R.T. GOAL:
The Snowsnaker is committed to selling more than $72 billion in revenue, in both Europe and
the U.S. by May 1, 2026 — becoming the no. 1 purchased board in the snow sports industry.
Beating the Competition:
The Snowsnaker’s strongest competitor is Burton Snowboards, the top snowboard manufacturer
in the snow sports industry. At the beginning of 2016, Burton owned 55% in revenue of the $132
billion industry. In order for the Snowsnaker to become the no. 1 board in the industry, the1
company will need to outsell Burton’s 55% in revenue.
S.M.A.R.T. Deadline:
May 1, 2026 is when the Snowsnaker will have reached $72 billion in revenue to beat their big-
gest competitor, Burton Snowboards. The Snowsnaker brand was created in the early 2000s,
but has been on hiatus for the last 5 years. Therefore, a 10 year timeline was chosen to give the
Snowsnaker time to regroup and perform the necessary steps to get the company up and run-
ning again. In the next 6 months, the Snowsnaker company will focus on expanding their team
to build their brand up through areas such as: 1) Increasing marketing, 2) Remodeling their
website, 3) Growing their operations team (increasing the production of the boards), and 4)
Increasing their outreach to 3rd party retailers to make purchasing the Snowsnaker easier.
Growing over a 10 years will mean that the company will commit to bringing in approximately
”Snowboarding Statistics." Statistic Brain. 2016 Statistic Brain Research Institute, 20 Sept. 2015. Web. 21 Mar. 2016. <http://
1
www.statisticbrain.com/snowboarding-statistics/>

2. $7.2 million per year to hit their goal, which will be feasible once the team has been built up to
grow the brand’s presence in the snow sports industry.
S.M.A.R.T. Goal Meets Vision, Mission, and Positioning Statement:
Vision Statement:
The Snowsnaker’s vision statement is to dominate the snowboarding industry by becoming the
no. 1 purchased board in Europe and the U.S. by 2026. The S.M.A.R.T. goal directly correlates
with the vision in committing to outsell their top competitor, Burton, by acquiring $72 billion in
revenue by 2026. With the Snowsnaker’s one-of-a-kind dual-boarded design and the goal to
outsell Burton, the vision statement can be easily accomplished.
Positioning Statement:
The Snowsnaker is the only modified dual-board snowboard, which provides an increased range
of motion and mobility for experienced boarders. As a result, this product is positioned to reach
those who want to get out in nature, in an era of increased complacency with the indoors. With
an aggressive goal of selling $7.2 million annually, the Snowsnaker’s presence will grow expo-
nentially reminding the target audience of the board’s capabilities and its promise of new thrills
and adventures in the great outdoors.
Mission Statement:
The mission of the Snowsnaker brand is to encourage the next generation of thrill seekers to
embrace the outdoors once again and get back in touch with nature. The mission statement, just
like the positioning statement, is supported by the S.M.A.R.T. goal due to the aggressive market-
ing of this product. The thrill-seeking target audience will be constantly reminded of the board’s
enticing cutting-edge design that allows them to perform better, more advanced, tricks that a
normal board will not be able to offer.

3. PRODUCT SIGNALS:
Meet the Snowsnaker:
The Snowsnaker is a dual-boarded snowboard with a steal-edged design that provides increased
range of motion and mobility in the feet and legs. As opposed to being strapped to a typical sin2
-
gle stiff board, the Snowsnaker is designed to allow boarders to do even more tricks to add vari-
ety on the slopes including 360 degree turns, tight weaving, freestyle jumps and more. In addi-
tion to increased flexibility, Snowsnaker riders are also provided with better stability and bal-
ance as they perform new and exciting tricks. The board can handle any kind of snow, including
fresh powders, which can be challenging for the typical snowboard.
PLACE SIGNALS:
Snowsnaker Distribution:
The Snowsnaker is available for purchase over the phone by calling internationally at +49 7181 -
4828-0, by placing an order through their website at http://www.snowsnaker.eu/order.html or
http://www.snowsnaker.eu/bestellen.html, or through emailing info@snowsnaker.eu.3
Snowsnaker Purchase Opportunities:
The current purchasing options are not ideal for a young brand like the Snowsnaker and are a
bit deterring, especially for U.S. customers. U.S. customers are limited to the option of calling an
international number or relying on an online order form or email in order to even ask questions
about the product, much less order the board. The Snowsnaker is targeting an audience that are
males ages 21-34 (average 27 years-old) with an average income of over $100k (which make up
Millennial Marketing Consulting. ”Fun Factor.” Snowsnaker. Idea Factory. Web. 18 Apr., 2016. <http://www.snowsnaker.eu/fun
2
-
factore.html>
Millennial Marketing Consulting. ”Order.” Snowsnaker. Idea Factory. Web. 18 Apr., 2016. < http://www.snowsnaker.eu/or
3
-
der.html>

4. 54% of the boarders surveyed by the SIA in 2013). The Snowsnaker’s target audience are thrill4
seekers looking for instant gratification. Not being able to go out and purchase the board imme-
diately, but having to call a long-distance number, may deter them from choosing to buy the
Snowsnaker due to the wait-time. In addition to not wanting to wait, the target customer may
choose to go with the competitor’s product because it is readily available, both online and at
physical stores. In order to increase sales through an easier POS (Point of Sale) system, the
Snowsnaker company needs to create a local number for taking orders while they are renovating
their website and forming partnerships with retailers to get the boards into physical locations in
Europe and the U.S.
Purchasing with the Competitor:
The top competitors for the Snowsnaker are Burton, Amplid, and Bataleon, which got voted the
top boards of 2016 by highly acclaimed snow sports magazines like Whitelines and TransWorld
SNOWboarding. Burton is the largest competitor for the Snowsnaker, which means the5
Snowsnaker needs to make their boards available everywhere, even more than Burton currently
does. Burton sells their boards through their online store, which offers users a membership that6
includes the options to save billing info, a free e-newsletter, an archive of the user’s purchases
for returns and warranty referrals, and a wish list for future purchases. Burton has also created
an online list of where to locate their physical Burton stores or 3rd party retailers to purchase or
rent their boards nearest to the user. The Snowsnaker could easily incorporate some of these7
ideas into their website to make it easier for online purchases. However, their first step is to get
“2012-2013: SIA Snow Sports Participant Study.” SIA/Physical Activity Council 2013 Participation Study. Snowsports Industries
4
America (2013): 4. Web. <http://www.crescentskicouncil.org/2013FallConfPresentations/7-2013%20Participation%20Study_Full
%20Version%20with%20Appendices.pdf>
Duthie, Andrew. ”10 Best All-Mountain Snowboards 2015-2106.” Whitelines 2016 Testers Choice: All Mountain Snowboard. 20
5
Oct. 2015. Web. Whitelines Snowboarding. 19 Apr., 2016. <http://whitelines.com/snowboard-gear/reviews-2015-2016/best-buys/
all-mountain-snowboards.html>
”My Account.” Burton. 2016. Web. 19 Apr., 2016. <https://www.burton.com/default/my-account>
6
”Dealer Locator.” Burton. 2016. Web. 19 Apr., 2016. <http://www.burton.com/on/demandware.store/Sites-Burton_US-Site/de
7
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fault/DealerLocator-Page>

5. the Snowsnaker into 3rd party retailers, especially with 30% of people prefer researching their
sports equipment at a physical store, 46% prefer making their purchases at a physical store, and
only 29% prefer to actually buy their products online.8
PRICE SIGNALS:
Due to the new technology built into the dual-boarded design, the Snowsnaker is priced at $399
(U.S. dollars), just below the competitors. Since the Snowsnaker is a newcomer to the snow-
boarding industry, the board was priced on the lower end of the typical snowboard pricing scale
to be affordable for anyone. With the target audience earning on average 100k annually, the af-
fordability of the Snowsnaker could allow larger bulk purchases of the board for friends, family
members, company events, and more. The typical snowboards fall in the average price range of
$400 - $600. Basic snowboards can cost as low as $90; however, custom boards, like the ones
Burton makes, can reach prices as high as $1000. Studying the price scale, the Snowsnaker falls9
in the middle of the scale but has the appeal of being a brand new cutting-edge product for an
affordable price.
PROMOTIONS:
Awareness:
Vlog Feature:
To start getting the word out about the Snowsnaker, the marketing team would reach out to the
top snowboarding bloggers — one in particular would be Torstein Horgmo, who was voted no. 2
most influential snowboarding blogger by Red Bull. Horgmo now hosts a site with other snow10 -
boarders who call themselves the ShredBots who post outrageous video content demonstrating
PwC. Total Retail Survey 2016. Total Retail 2016. Feb. 2016. Web. 19 Apr., 2016. <http://www.pwc.com/us/en/retail-consumer/
8
publications/assets/Total-Retail-Global-Report.pdf>
‘Price.” Burton. 2016. Web. 19 Apr., 2016. <http://www.burton.com/default/mens-snowboards?srule=price-asc>
9
Schultz, Tawnya. “4 Must-Follow Snowboarder Blogs.” Snowboarding. 24 Sept., 2013. Red Bull. Web. 19 Apr., 2016. <http://
10
www.redbull.com/us/en/snow/stories/1331612872988/4-must-follow-snowboarder-blogs>

6. tricks, adventures, and more. With over 1800 Twitter followers and 19k Facebook followers,11
the Snowsnaker could be featured in one of the videos demonstrating its one-of-a-kind boarding
technology and boasting how its dual-board design is unmatched when it comes to shredding
(these would eventually be shared on their social media handles). The video would also have a
link leading people to the Snowsnaker’s website and social media handles for those interested in
finding out more.
Budget:
Hours:
1. Reaching out to Horgmo - 5 hrs.
2. Vlog recording - 10 hrs.
3. Vlog editing - 10 hrs.
Total: 25 hrs.
Money:
1. Reaching out to Horgmo - $1000
2. Vlog recording - $100/hr.
3. Vlog editing - $70/hr.
Total: $270012
SIA Snow Show:
Every year the SnowSports Industries America (SIA) hosts the Snow Show, a trade show that
brings together all the best names in the industry to showcase their latest products and services.
The SIA is the voice for the snow sports community offering breaking news, up-to-date statistics
for the industry’s retailers, and anything else their members will want to know to succeed in the
industry. The Snowsnaker must have a presence with this famous event where the board would
be out for demonstration to show its capabilities that will change the industry. The board13
”Videos.” ShredBots. 2015. Web. 19 Apr., 2016. <http://shredbots.com/videos.cfm>
11
Tomasetti, Brooke. “How to Create a Marketing Budget for Your Startup.” Figments. 20 Apr., 2015. Figments Delicious Design.
12
Web. 19 Apr., 2016. <http://web.figmints.com/blog/how-to-create-a-marketing-budget-for-your-startup>
”SIA Snow Show.” SnowSports industries America. Web. 22 Mar. 2016. <http://siasnowshow.snowsports.org>
13

7. would not only be out on display, but it would be associated with the lead name in all snow
sports news — the SIA.
Hours:
1. Travel - 10 hours
2. Running booth - 25 hours
Total: 35 hrs.
Money:
1. Travel - $1000
2. Booth space purchase: $500
Total: $1500
The salesman personality to successfully market and sell the Snowsnaker would be like the Cap-
tain and Crew Character in Selling the Wheel: Choosing the Best Way to Sell for You. The14
salesman would be upbeat and outgoing to catch the attention of the high-energy target audi-
ence. The salesman would want to be someone down-to-earth that enjoys making money to have
fun, which would come out in how hard he/she pushes the product and how he/she relates to it
as he/she is telling customers/retailers about all its amazing features. Due to frequently being in
the public eye, the Snowsnaker would need a salesman who can handle a social environment on
a regular basis with finesse.
Interest:
Snowsnaker Banner:
TransWorld SNOWboarding Magazine has been rated the no. 1 publication under TEN: The
Enthusiast Network (TEN), which maintains 98% male readership of the Snowsnaker’s target
audience. Due to the fact that the majority of their readership is acquired through their online15
format, TransWorld SNOWboarding Magazine receives large traffic to their website. The
Cox, Jeff; Stevens, Howard (2001-01-24). Selling the Wheel: Choosing the Best Way to Sell For You, Your Company, and Your
14
Customers (Kindle Locations 3345-3349). Simon & Schuster. Kindle Edition.
2016 TransWorld SNOWboarding Mediakit.” TEN: The Enthusiast Network. Ten. Web. <http://www.enthusiastnetwork.com/
15
media-kits/action-outdoor-network/transworld-snowboarding/>

8. Snowsnaker would be featured on the magazine’s homepage in the form of a banner ad that
would click-through to Snowsnaker’s website. The banner ad would feature a 20% coupon link
that would get anyone 20% off their first purchase of Snowsnaker. Hosting a banner ad on a
high-traffic site with a coupon would allow many eyes to see the Snowsnaker and allow them to
try it at an even more affordable price. It would also build brand trust being featured on a rep-
utable snowboarding magazine’s website.
Hours:
1. Design/revision - 10 hours
Total: 10
Money:
1. Ad design - $500
2. Ad space purchase - $1000
Total: $1500
Desire:
Snowsnaker Newsletter SIA Push:
During the SIA Snow Show, a salesperson would be demonstrating the Snowsnaker’s capabili-
ties to peak interest. The Snowsnaker Newsletters would also be handed out to provide more
details about the company, the board, and athlete reviews from the ShredBot boarders. In addi-
tion to reviews, the newsletter would provide a coupon code that would provide retailers with
30% off bulk orders of the board for their stores. The website, phone number, company email,
and social media handles would all be featured on the front of the newsletter to make it easy for
retailers to order the boards. The concept of the newsletter would open the door to exponentially
beneficial partnerships to get the cutting-edge snowboard into physical stores and increase ease
of purchase.
Hours:
1. Newsletter design - 10 hrs.
2. Newsletter articles - 15 hrs.

9. 3. ShredBot reviews - 5 hrs.
4. Booth hours - 15 hrs.
Total: 45 hrs.
Money:
1. Newsletter design & print - $1500
2. Employee time - $20/hr ($200)
3. ShredBot reviews - $1500
Total: $3200
Action:
The Snowsnaker Flyer:
The Snowsnaker would create a flyer to be featured in several top snowboarding publications
like Whitelines to advertise a promotion for the first 100 boards to be sold with an exclusive
Snowsnaker sweatshirt, signed by the Torstein Horgmo. The board would be associated with a
star athlete, which would make it look desirable and prestigious. The flyer would also direct traf-
fic to the website and drive sales due to the exclusivity of the deal. The social handles would also
be listed on the flyer for customers to post pictures of them with their new board and tag the
company to build followers.
Hours:
1. Flyers design - 5 hours
2. Sweatshirt design - 10 hours
3. Horgmo contact - 5 hours
4. Horgmo sweatshirt sign - 5 hours
Total: 25 hrs.
Money:
1. Flyers - $1000
2. Sweatshirts - $1000
3. Horgmo signing - $5000

10. Total: $6000
Satisfaction:
Social Media Picture Push:
When customers purchase their Snowsnaker, they will be encouraged to post pictures on all
Snowsnaker social media platforms like Facebook, Twitter, and Instagram. Customers would
use Snowsnaker tags such as #willbiteyousoon and #Snowsnaker to increase followers and talk
on all the handles. Reviews would also be included on the posts to encourage others to read16
more about the product and try it out for themselves. With pictures of thrill-seekers shredding it
on the slopes with their new Snowsnaker boards, others will be curious about the endless possi-
bilities with their new board.
Hours:
1. Thanking customers for reviews - 10 hrs.
Total: 15 hrs.
Money:
1. Employee time - $20/hr
Total: $200
Competition:
Other snowboarding companies are not partnering with athletes, with the exception of Burton,
who has formed a partnership with Olympic boarder, Shaun White. In addition to sponsoring
Shaun, Burton has also been featured in blogs like Nylon’s post on Burton snowboarding girls;17
however, much of their press is outdated and/or has been deleted. However, they are not fea-
tured through banner ads nor do they offer coupon discounts on their or any other media out-
Millennial Marketing Consulting. ”Home.” Snowsnaker. Idea Factory. Web. 18 Apr., 2016. <http://www.snowsnaker.eu/index
16
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e.html>
”Press.” Burton. 2016. Web. 19 Apr, 2016. <http://www.burton.com/on/demandware.store/Sites-Burton_US-Site/default/Com
17
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pany-PressDetail?pid=1007>

11. let’s website. Most of their publicity is on Burton’s, “Press,” page, but outside of their own web-
site, additional marketing is minimal.
PRESS RELEASE:
The Snowsnaker will submit a press release to the top snowboarding publications (online), trade
publications, the SIA Membership Newsletter, and influential snowboarding blogs as follows:
1. Whitelines Snowboarding Magazine blog Friday Fix
1. Ed Blomfield, Editor - E: ed@whitelines.com
2. Marketing - P: +44 (0) 207 332 9700, E: marketing@factorymedia.com
2. Transworld SNOWboarding Magazine (online)
1. Marketing and Advertising Department - E:transworldsnowboarding@emailcustom-
erservice.com
3. SnowSports Industries America Membership Newsletter
1. Mary Cecile Neville, Director of Marketing and Communications - E:MCNeville@snows-
portsorg
2. Lindsey Auer, Marketing and Communications Manager - E:LAuer@snowsports.org
4. Torstein Horgmo
1. ShredBots Newsletter - Submit through online form at shredbots.com/contact.cfm
5. Liftopia The Blog
1. Roseanne Moises, Mareting Manager - E: blog@liftopia.com

12. FOR IMMEDIATE RELEASE Contact: Whitney Westbrook
April 17st, 2016 (831) 402 - 3167
wwestbro@usc.edu
Snowsnaker - The First Dual-board Snowboard to be Released in the U.S.
By Whitney Westbrook
Los Angeles, CA, April 17, 2016: Today, the Snowsnaker, German snow sports company, has
announced the release of the Snownaker, the first dual-board snowboard in the U.S. Beginning
September 1st, the board will be making a splash all throughout the snowboarding community
to showcase their state-of-the-art steal-edged and aluminum dual-boarded snowboard. The
Snowsnaker will be in partnership with influential snowboarding bloggers, top boarding publi-
cations, and appearances at well-known trade shows. Thrill-seekers can look forward to the fol-
lowing Snowsnaker events and partnerships:
• Snowsnaker vlog feature and demonstration on ShredBots.com by famous snowboarder,
Torstein Horgmo
• Live Snowsnaker demonstration and the featuring of the official Snowsnaker Newsletter with
a 30% coupon off bulk purchases for retailers at the 2017 SnowSports Industries America
Snow Show.
• 20% off coupon banner ad offer for first Snowsnaker purchase on no. 1 snowboarding publica-
tion TransWorld SNOWboarding Magazine.
• Snowsnaker flyer featured in top snowboarding publications to promote sale of first 100
boards with a Snowsnaker sweatshirt signed by Torstein Horgmo.
The Snowsnaker is a snowboard composed of two connected lightweight boards that afford flex-
ibility, mobility, and stability for snowboarders to perform better tricks on most kinds of terrain.
As opposed to being strapped in to the typical heavy single stiff board, boarders can get a better
handle on 360 degree turns, freestyle jumps, tight weaving, and more.
“My dad, Wolfgang Rieg, and I invented the Snowsnaker to allow boarders the choice to move
freely without compromising their run,” says Christina Cvek, co-founder of Snowsnaker. “We
can’t wait to have the Snowsnaker come to the states and meet the boarders who are anxious to
get their hands on the newest thrill on the slopes.”
The Snowsnaker has been released in most European countries and the British Isles, where it
has been featured in many sporting publications such as Germany’s Screenfun. The Snowsnaker
will be available for purchase January 1 next year, but customers can preorder the board
through the company’s website at www.snowsnaker.com/eu. For further information on any of
the Snowsnaker partnerships or about the product itself email info@snowsnaker.eu.
###
Snowsnaker
The Snowsnaker company began in the early 90s with the first dual-board snowboard. The company first released the Snowsnaker in Germany by
founder and inventor, Wolfgang Rieg and his daughter, and co-founder, Christina Cvek. The board was patented and distributed by Patscheider
Sports in the early 1990s and was later released in the late 2000s. The company has been featured in numerous German magazines such as
Screenfun.

13. Snowsnaker Communications Campaign: Bibliography
1. “2012-2013: SIA Snow Sports Participant Study.” SIA/Physical Activity Council 2013 Partici-
pation Study. Snowsports Industries America (2013): 4. Web. <http://www.crescentski-
council.org/2013FallConfPresentations/7-2013%20Participation%20Study_Full%20Ver-
sion%20with%20Appendices.pdf>
2. “2016 TransWorld SNOWboarding Mediakit.” TEN: The Enthusiast Network. Ten. Web.
<http://www.enthusiastnetwork.com/media-kits/action-outdoor-network/transworld-
snowboarding/>
3. Cox, Jeff; Stevens, Howard (2001-01-24). Selling the Wheel: Choosing the Best Way to Sell
For You, Your Company, and Your Customers (Kindle Locations 3345-3349). Simon &
Schuster. Kindle Edition.
4. “Dealer Locator.” Burton. 2016. Web. 19 Apr., 2016. <http://www.burton.com/on/demand-
ware.store/Sites-Burton_US-Site/default/DealerLocator-Page>
5. Duthie, Andrew. ”10 Best All-Mountain Snowboards 2015-2106.” Whitelines 2016 Testers
Choice: All Mountain Snowboard. 20 Oct. 2015. Web. Whitelines Snowboarding. 19 Apr.,
2016. <http://whitelines.com/snowboard-gear/reviews-2015-2016/best-buys/all-mountain-
snowboards.html>
6. Millennial Marketing Consulting. ”Fun Factor.” Snowsnaker. Idea Factory. Web. 18 Apr.,
2016. <http://www.snowsnaker.eu/funfactore.html>
7. Millennial Marketing Consulting. ”Home.” Snowsnaker. Idea Factory. Web. 18 Apr., 2016.
<http://www.snowsnaker.eu/indexe.html>
8. Millennial Marketing Consulting. ”Order.” Snowsnaker. Idea Factory. Web. 18 Apr., 2016.
<http://www.snowsnaker.eu/funfactore.html>
9. ”My Account.” Burton. 2016. Web. 19 Apr., 2016. <https://www.burton.com/default/my-
account>

14. 10. “Press.” Burton. 2016. Web. 19 Apr, 2016. <http://www.burton.com/on/demandware.store/
Sites-Burton_US-Site/default/Company-PressDetail?pid=1007>
11. ‘Price.” Burton. 2016. Web. 19 Apr., 2016. <http://www.burton.com/default/mens-snow-
boards?srule=price-asc>
12. PwC. Total Retail Survey 2016. Total Retail 2016. Feb. 2016. Web. 19 Apr., 2016. <http://
www.pwc.com/us/en/retail-consumer/publications/assets/Total-Retail-Global-Report.pdf>
13. ”SIA Snow Show.” Snowsports industries America. Web. 22 Mar. 2016. <http://siasnow-
show.snowsports.org>
14. Schultz, Tawnya. “4 Must-Follow Snowboarder Blogs.” Snowboarding. 24 Sept., 2013. Red
Bull. Web. 19 Apr., 2016. <http://www.redbull.com/us/en/snow/stories/1331612872988/4-
must-follow-snowboarder-blogs>
15. ”Snowboarding Statistics." Statistic Brain. 2016 Statistic Brain Research Institute, 20 Sept.
2015. Web. 21 Mar. 2016. <http://www.statisticbrain.com/snowboarding-statistics/>
16. Tomasetti, Brooke. “How to Create a Marketing Budget for Your Startup.” Figments. 20
Apr., 2015. Figments Delicious Design. Web. 19 Apr., 2016. <http://web.figmints.com/blog/
how-to-create-a-marketing-budget-for-your-startup>
17. ”Videos.” ShredBots. 2015. Web. 19 Apr., 2016. <http://shredbots.com/videos.cfm>