Building an emotional connection with Specialized Bicycles final
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The document outlines a marketing strategy for Specialized Bicycles Components aimed at increasing brand awareness, loyalty, and digital traffic among men aged 18-25 and men & women aged 25-49. The budget includes a total estimated investment of $340,000, covering various phases of the campaign. Key objectives focus on creating an emotional connection with customers through paid, earned, and owned media.
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Building an emotional connection with Specialized Bicycles final
- 1. Building an emotional connection with Specialized Bicycles Components, Inc. Prepared by Alexandrea Thrubis ADV 892, Section 701 2 December 2013
- 2. Goal 1: Increase brand awareness Goal 2: Increase brand loyalty Goal 3: Increase digital traffic
- 3. Target Markets Men 18-25 years old Men & Women 25-49 years old
- 4. What makes special to you?
- 5. Create an emotional connection
- 6. Connect with customers Men, 18-25 Paid: earned: Owned:
- 7. Connect with customers Men & women, 25-49 Paid: earned: Owned:
- 8. Budget (28-day campaign) Strategy: $4,500 Planning: $9,000 Building: $51,000 Implementation: $34,600 Management: $34,375 Paid Media: $202,800
- 10. Questions?