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.
