Building an emotional connection with Specialized Bicycles Components, Inc.

Prepared by Alexandrea Thrubis ADV 892, Section 701

2 December 2013

Goal 2: Increase brand loyalty

Goal 1: Increase brand awareness

Goal 3: Increase digital traffic

Target Markets

Men 18-25 years old

Men & Women 25-49 years old

What makes special to you?

Create an emotional connection

Connect with customers Men, 18-25

Paid:

Owned:

earned:

Connect with customers Men & women, 25-49

Owned:

Paid:

earned:

Budget

Strategy: $4,500 Planning: $9,000 Building: $51,000 Implementation: $34,600 Management: $34,375 Paid Media: $202,800

(28-day campaign)

Estimated investment: $340,000

Questions?