DIGITALPRESENCEPLAN

Max Moreno

Table of ContentsExecutive Summary

Client Description

Industry Description Overview Structure Outlook Challenges Innovators Target Marget Employment Data Technological Trends Market Segmentation Consumer Trends & Behaviors Market Needs & Trends Barriers to Entry Competitive Analysis SWOT Analysis

Feasibility Plan Strategy Technoligical Considerations & Support Organization&Staffing Financial Projections Findings

Marketing Plan Goals Success Metrics Strategy Action

Digital Presence Plan Personas & Metric Mapping Presence Universe Process Funnels Wireframes & Content Plans Timeline

Appendix

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Executive SummaryThis document’s purpose is to make an informed decision if Max Moreno should pursue this plan to work in the athletic footwear industry, an industry that made over $19 billion in 2017. Max Moreno is currently a senior studying marketing at Hastings College. He has been aware of the industry for some many years now and has built a strong knowledge of the history and how the industry works. Max would like to work for one of the brands in the industry and that is what this plan would try to ac-complish. Since the industry is growing many brands will continue to need marketers. Adidas only has about 6,000 people in their marketing division worldwide. That is an increase from their previous year which they had around 5,300 marketing employees. The field is competitive but this plan would try to set Max up different from others. Max would use a combination of a personal website, social media, and YouTube to showcase his various skills. Each platform would serve to create leads and contacts of people in the industry. This plan would require for Max to upgrade componets in his current com-puter to become more effiecient and cost to use applications used in the industry. But the investment would be worth of the end goal is meant. If it chosen to not follow through with this plan, Max would continue his last semester in college without much to set him apart from competitors when he gradu-ates. If it is decided to start this plan, Max can set himselve up as an expert in the industry. His skills would become more developed and he would have a greatly increased chance of reaching his goal, working for an athletic footwear brand.

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Client DescriptionMax Moreno would like to work in the athletic footwear, more specifically in the marketing and com-munications field, after graduation. To work in this industry, Max is willing to go were the work is and in this case most of it is in Portland, Oregon. Reason for Portland is because that is where Nike, Adidas, and Under Armour are headquartered. According to Adidas, 32% of the jobs in the Portland headquarters are marketing and communication. His objective is work in the creative side of market-ing in the industry. A secondary objective would be an entry-level position at one of these brands.

He is majoring in Marketing with an emphasis in visual media at Hastings College. With those cours-es he has become knowledgeable about graphic design and video production, and along the way he became proficient in many Adobe programs such as Illustrator, Premiere Pro, Photoshop, InDesign, and Dreamweaver. Max is also knowledgeable about the history and products within the athletic foot-wear industry.

The current status of Max Moreno’s online presence is weak. On social media, he is only on Insta-gram, Twitter, and LinkedIn and is only a spectator on those platforms. Instagram is where Max has the most followers, usually 135. But he is currently in the process of developing his own website. There is a benefit found in this, and that would his online brand is flexible.

Industry DescriptionOverview

In 2017, the athletic footwear industry in the United States collected $19.6 billion in revenue, accord-ing to Statista.

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With that, the competition is also growing but it is a hard market to get your piece of the pie. The industry is also shifting to serving customers online and using new material for the growing concern consumers have of the environment. The future of the industry is only seen as growing which benefits the consumer as more brands make better product to benefit them.

Structure

In the United States there are many brands in the athletic footwear industry. According to Technavio, in 2018 some of the most popular brands are:

• Nike• Adidas• Under Armour• Skechers• New Balance• Asics• Saucony• Avia

There are a plenty of brands in the market, but it is mostly dominate by a few. The chart below from Statista shows how Nike only had 35% of the U.S market in 2017. Jordan and Converse had about 19% together and those two are owned by Nike. Effectively Nike has about 55% of the total market share in the U.S for 2017. While Adidas, biggest competitor to Nike, only had about 11% of the mar-ket.

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One of the main challenges currently in this industry is the amount of competition in the marketplace. It causes many brands to create many products within the same category in the industry. It is in-creasely more difficult for a brand to dominate a section of the industry. Innovators The two big innovators of this industry are unsurprisingly Nike and Adidas. Nike is pushing to make athletic footwear that automatically lace themselves. Nike’s goal with auto lacing sneakers is to cre-ate a “smart” sneaker, a sneaker that tightens when situations call for it and loosens when the user is at rest. Adidas is showing a focus on creating 3D printed midsole faster. With their vision being that consumers can go to an Adidas store and get their foot mapped out when running. After that the consumer would then get shoes with a 3D printed midsole made specifically for what their foot needs while running, all within one store visit.

Target Market

Section Summary

This section covers the trends of employment and technology of the athletic footwear industry. Along with the segmentation of the industry within companies and trends towards those who may work in this industry.

Employment Data

According to Forbes, some trends to expect in 2018 can benefit Max in this industry. The first is that many companies are taking diversity more seriously. One reason for this is for companies to have multiple perspectives about their respective markets. Another trend for 2018 is that companies are focusing on keeping employees to upskill them. Many more companies will invest in development and training programs to fill gaps and operate at their full potential. The article mentions that IBM that when employees are trained, companies saved, on average, about $70,000 anually. Those com-panies also noticed a boost in productivity, up around 10%. This benefits Max because companies would not invest in upskilling older employees, they would seek young prospects to invest in for jobs

Outlook

With consumer becoming more conscious of the environment, the demand for environmentally friendly products will go up. This would call for the use of polyester made from recycled materials, eco-friendly rubber, and synthetic leathers. Adidas has already been producing some shoes made with recycled ocean plastic. March of 2018, Adidas stated they had sold 1 million pairs of shoes made the eco-friendly material. Adidas also stated they want to only use recycled plastic in its products by 2024.

Brands are also shifting more in the online space for commerce in the future. Reported by the Finan-cial Times, Adidas is heavily investing to digital, logistics, and infrastructure. They recently introduced an app that has high personalization for the user. Logistics is a focus since they will be shipping directly to a consumer, therefore cutting out the process of the wholesale channel and increasing profits. Nike is also following this trend by creating their own app for consumers to achieve the same overall goals.

Challenges

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that do not yet exist. Accoding to the Adidas 2017 Annual Report, one of the four pillars of their people strategy includes diversity & inclusions. Their focus with this pillar is to bring diverse and new per-spectives to help gain an a better understanding of their consumers.

Technological Trends As stated before, the athletic footwear industry is moving towards the digital space heavily. The knowledge of working with computer programs and understanding technological concepts may soon become a requirement for many jobs in this industry. While researching some jobs that Nike have list-ed, some have requirements of being proficient in Adobe programs or analytical certifications. Adidas mention in their annual report that digital and experience innovation is very important to them. Market Segmentation

To find some data of employment, research was done on LinkedIn at Nike, Adidas, and Under Armour profiles. It was focused on people that work in Portland and in the marketing and advertising section at each company. Nike resulted with 555 people who work in that division on LinkedIn, with Adidas had 162 and Under Armour had 98. The number should decrease to find who works with footwear specifically. On the Adidas annual report from 2017, they had 56,888 employees worldwide and 5,964 of those worked in marketing. That is an increase from the previous year where they had 5,379 em-ployees in marketing.

Consumer Trends & Behaviors

Finding data for this section is very difficult. But it was noticed during the research, that it was com-mon for others that work in industry to be passionate about sports or sneakers.

Market Need and Trends

Using LinkedIn, Nike had 486 job listings for marketing and advertising. Majority of the job’s qualifi-cations require some experience in the marketing, presentation skills, and use of various programs. Since the brands in the industry are investing to the digital space, skills in that area will become an advantage to does who have them.

Barriers to Entry

One of the big barriers of entry it that the growth of the market may not withhold predictions. Recently, the U.S has imposing tariffs on products made outside of the country. This could reach the industry in big ways causing brands to pull back on initial projections.

Competitive Analysis

Others that I would be competing with would be individuals who also share a passion for sport or sneakers.

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Outside forces that Max can exploit to my advantage

ThreatsOutside force that can hinder Max’s progress

Goals Based on the Results of the Analysis

• Gain experience• Build a stronger online presence• Attend more networking events

Brief of Each Element

StrengthsSkills or characteristics that give Max an advantage over others

WeaknessesCharacteristics that give Max a relative disadvantage

Opportunities

SWOT Analysis

Section Summary

This section covers the strength, weaknesses, opportunities, and threats for Max. Along with the breakdown what each of the defined and goals to improve myself.

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Feasibility PlanStrategy

With the industry is expected to be worth about $95 billion by 2025 and two juggernauts, Nike and Adidas, have recently stated they are going to heavily invest in online commerce. Both are making plans to streamline their direct to consumer processes since they can gain more profits. Since brands are moving towards online sales, they are going to need content for marketing online. Adidas shares what jobs are needed in each of their major headquarters and their location in Portland is currently needing to fill marketing and communications positions the most. The graph below shows what all available jobs in Portland.

The world headquarters of Adidas, in Germany, marketing and communication is 13%. Reebok, which is owned by Adidas, has their headquarters located in Boston and marketing and communications is 40% of the positions available there.

Max’s strategy would be to create content involving all his skills for the different platforms where is presence is. The content would be focused toward sneakers in the athletic footwear industry and for the platform. One objective for Max’s online persona is to be an expert in the industry. Content to help that would be writing articles about the industry for his personal site. This would help make con-nections with other in the industry since the articles should feature stats or information from others. Therefore, helping create backlinks and legitimize the site to increase its search engine optimization. According to Forbes, having a personal website gives one more control of their image, since people now search about other by Googling more than ever. It also helps one stand out from the competi-tion because it can act as a more extensive resume or portfolio. While content for social media would differ than the site, such as Instagram would make use of the stories feature. There would be a good mix of content to showcase many of Max’s skills.

Technological Considerations & Support

To maintain skills for the Adobe programs, Max will need to continue to pay for the Adobe Creative Cloud. He is currently subscribed to the Adobe under student pricing, but for projections for this study the normal individual plan will be used. Another expense to account for is web hosting for his website.

All of this work is mostly done on Max’s MacBook Pro, Mid 2013 model, which is starting to show its age in some respects. Simple tasks on Adobe programs like Premiere Pro take some time that can hinder overall productivity and workflow. The short-term solution for this problem is to simple upgrade the current hard drive to a solid-state drive (SSD) and upgrade the RAM. Upgrading these compo-

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nents allows Max to have a faster workflow to increase productivity and increase storage. The much more expensive and long-term solution would be to buy a newer model MacBook Pro.

Organization & Staffing

This online presence project could be alone by Max and it could be very beneficial as he could gain more skills along the way in a real setting. But this route would be time consuming and not the most efficient. Delegating work would increase efficiency and would insure the presence of others with more expertise of work with websites. But this would impact Max’s growth in the skills related to these tasks.

Financial Projections

The financial projections for this online presence project for Max Moreno are shown in the table. The figures account for having the programs and web hosting necessary to create and share content all by Max himself.

*Using a standard individual year plan

Cost of Upgrading MacBookUpgrading current MacBook’s hard drive and RAM 1 TB Solid State Drive ~$160 16 GB of RAM ~$100Upgrading to a newer model of MacBook 13-inch Model ~$1,500

Findings

Based on the information presented, it is recommended that Max Moreno should start this online presence project. The finding from this study show that having a personal site can set him apart from others who want eventually work in the athletic footwear industry. It is also beneficial in the case it would increase the knowledge of skills under a real setting. With some key findings as follows:

Market Analysis & Strategy •The athletic footwear industry has been growing at a consistent rate and is expected to continue to grow•Personal websites are a competitive advantage•Create content related to the industry for each platform

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Technology & Support

•Adobe programs is becoming the industry standard•Start with the short-term MacBook solution

Organization & Staffing

•Delegate duties to increase efficiency

Financial

•Yearly cost can be low •Price of upgrading current MacBook is low

Marketing PlanGoals (Objectives)

The overall goal of this project is to get a job within the athletic footwear industry. In addition to, a sub-goal along the way is to establish Max as a specialist in the athletic footwear industry. In order to achieve that sub-goal, Max’s online presence needs to have a strong sense of someone who is knowledgeable of the industry. In doing that, another sub-goal would be to get a decent amount of traffic throughout all his platforms to act as proof to potential employers that he understands the pro-cess. This would then lead to the next sub-goal of getting a certain amount of contact from people in the industry.

1. Establish connection with at least 6 people in the industry within six months2. Get 5 leads within 8 months through Max’s website 3. Have 1000 followers on both Instagram and Twitter within 8 months

Success Metrics

Google Analytics would be used on the website to track many metrics to determine success. Some easy key performance indicators (KPI) to keep an eye would be metrics such as bounce rate, dura-tion, and certain page visits for pages like contact. This would be tracked to make sure people do not abandon the site after arriving. It is important to keep them there and navigate to the contact page seamlessly. Another metric to track would be to see if what content on the site is being shared.

YouTube Objectives•Decent YouTube views but more importantly audience retention•Maintain a good YouTube Card Click-Through Rate.•Traffic sources to understand how viewers are finding his videos.

The videos Max plans to produce would focus on the quality of the content instead of the quantity of videos. This would help ensure that he can be viewed as an expert and take the production serious and are watching the majority of the video. If this low, then the production of videos will slow down un-til the videos gain more traction. According to an article in HubSpot about YouTube metrics, this helps get an understanding of what your audience’s action during a video. By understanding this, one can then place it in optimal times during the video to place them. This would also see if people are going

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to his site from the videos.

Instagram Objectives• Maintain click through rate and engagement rate• Maintain engagement rate through comments instead of likes

While on social media, Instagram would get more focus as it seems that is where people in the in-dustry, such as sneaker designers and marketers, spend more time on. Click through rate would be seeing how many people are going to Max’s site through Instagram. Also, it can help see if people are going to the site through the link in a bio or a post featuring work. According to LYFE Marketing, Instagram’s algorithm places more engaged content into more feeds of one’s followers.

Strategy

Max’s strategy would be to create content involving all his skills for the different platforms where is presence would be. The content would be focused toward sneakers industry and each platform would present them different. YouTube would feature videos about sneakers and the industry. In posting to YouTube, it can showcase skills Max has built around video production and storytelling. According to Brandatch, “how to” searches on YouTube has been growing 70% each year. Therefore, some of the content can be simple “how to” videos and then get more in-depth on how a process works within the industry. TechCrunch reported in 2017 that YouTube is behind Facebook in monthly users with 1.5 billion.

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Max’s website would be used as another platform to showcase his knowledge of the industry and skills. This would be done by linking videos to YouTube, writing articles about industry news on a blog, and showcasing his portfolio. His portfolio would consist of professional work, personal projects, and show the process of these projects. This would help make connections with other in the industry since the articles should feature stats or information from others. Therefore, helping create backlinks and legitimize the site to increase its search engine optimization. It also helps one stand out from the competition because it can act as a more extensive resume or portfolio. While LinkedIn can be used to showcase all to highlight what Max can overall do with all of the other platforms.

Action

The plan at the moment is to take on each platform as the success on one is stable. First starting out with social media, mainly Instagram, would require a structure in what type of content to post and then creating it. Also, making his current page into a business page where metrics can be seen would be important. This would be along the same time in making content for on his personal site to link them together. It would be best to start with writing articles about weekly recaps of the industry. For major events in the industry, those will get their own dedicated article quickly to get more traffic. Lastly as for YouTube, the plan there is to make quality videos instead of making a ton of videos. To remain consistent with pushing out videos would be to brainstorm ideas for ideas and work extensively on the preproduction for them. Posting videos with some space in between would also give some idea in what videos are working and are worth to create in the future. During the use of each platform, the KPIs for each will determine if it is wise to continue into another.

Digital Presence PlanPersonas & Metric Mapping

The customer is in this case are current employees at an athletic footwear brand and a person who is interested in sneakers or the industry. Each persona share many of same metrics focused to Max’s site. Both would be seen on how much of them visit blog post related to industry news or projects featuring sneakers. This would be the most important to see what content brings in the crowd and that would determine what content is produced in the future for them to repeat visits.

Persona #1

Technology •Social Media - Follow influencers and coworkers

Motivations •Seek individuals who can increase productivity

Persona #2

Technology •Social Media - Follow brands they brands they like and influencers •Mobile Apps

Motivations •Knowing what new shoes are coming out

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Presence Universe

Max’s online presence would all together work together to develop of him as a knowledgable person in the industry with skills in marketing. All platforms will feature a simple, minimal, and consistent design in their approach to showcase work. Each platform will have their own purpose to work with others.

Starting with YouTube, videos themselves with more than featuring certain shoes and the history with them. But it will also feature videos of “how to” certain topics in the industry, such as how Puma is making a comeback in the basketball market. The videos would be around 5 to 12 minutes, depend-ing on the topic in that video. The music and video editing will be consistent throughout the channel. The goal for YouTube is to showcase that Max has skills in video production and knows how to create videos that keep people watching. The show that goal in numbers, the first few videos will over topics that are popular in search to get in front of potential viewers. The goal is to have 1,000 views with 3 months of publishing a video.

As for Twitter and Instagram the goal their is to focus makes skills in writing and design. Along with that the goal is to have 1,000 follows on each platform within 8 months. They will both feature a mix of photos and bits of videos from YouTube. The post featuring sneakers would be meant to be seen by people that work at the brands in the industry. The goal is 2 to engage with a post within a 4 days it was posted.

Max’s website would incorpate design based from the other platforms. The goal on the site is to have 500 visits to his porfolio page within 6 months. This would than lead to the next goal of getting 5 leads through his contact page. The site will give the most in-depth information of projects. It will also fea-ture blog post about the industry. The goal there is to have 300 visits to an blog post within 1 month from its posted date.

Process Funnels

For when a customer enters Max’s online presence it is very important for them to continue in the proccess to have become a conversion, in this case contacting Max. If one was start at his website than Max would have it designed for one to appoarch his porfolio or resume first. His work in his portfolio will feature plenty of details about the projects. From there they would be shown links to the contact page of the site. The contact page would prompt them to email Max.

Each social media platform would be a similar design to each other. Each biography will feature a link to Max’s portfolio page, since each post of a project will have little information about it and showing that full details can be seen on his site. In the case of Instagram, it shows about 6 to 9 little photos when viewing a profile before scrolling down. Therefore, Max plans to keep a project post constant-ly with those few so a potential customer doesn’t scroll and randomly hope for them to find a one of those post.

Wireframes & Content Plans

While the site is running it will also be monitored to see what are visitors viewing, how long they are there, and see where they bounce to get a better understanding to make the site better. The frame-work for the site is simple for a visitor. When they arrive it should be clear on how to navigate the site. When one goes to the portfolio section of Max’s site it will showcase projects when the user scrolls down the page.

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This is a mock up of the website interface to display Max’s portfolio.

Timeline

The early stages of this project should begin during January to ensure that there content out by the time Max graduates from Hastings College in May of 2019. The project should then finish around August and should evaluated to decide if it should be continued. The early stage of the project would focus on smaller tasks for social media. The website should be completed and in testing during Feb-ruary.

MAX MORENO

Navigation Bar

PORTFOLIO WORK

Gantt Chart

January February March April May June July August

Website

Social Media

YouTube

Social Media

Website

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CitationsTechnavio. (2018, September 18). Top 15 Sports Shoes Brands in the US 2018 | Athletic Footwear Market. Retrieved December 6, 2018, from https://www.technavio.com/blog/top-15-vendors- athletic-footwear-market-us

US athletic footwear brands market share 2017 | Statistic. (n.d.). Retrieved December 6, 2018, from https://www.statista.com/statistics/611891/united-states-athletic-footwear-brands-market-share/

US athletic footwear industry revenue 2015-2017 | Statistic. (n.d.). Retrieved December 6, 2018, from https://www.statista.com/statistics/246496/athletic-footwear-industy-revenue/

Demery, P., Briggs, B., & Bloomberg News. (2017, October 02). Nike signals a further shift away from the wholesale channel. Retrieved December 6, 2018, from https://www.digitalcom merce360.com/2017/10/02/nike-signals-shift-away-wholesale-channel/

Storbeck, O. (2018, April 08). Adidas looks to score online as it drives harder into digital. Retrieved December 6, 2018, from https://www.ft.com/content/23d071ca-381c-11e8-8b98-2f31af407cc8

Green, D. (2018, March 17). Adidas has sold 1 million pairs of sneakers made from ocean trash - and reveals a new normal in footwear. Retrieved December 6, 2018, from https://www.businessin sider.com/adidas-ocean-plastic-sneakers-reveal-a-new-reality-2018-3

The global sportswear maker said Monday that it has committed to using only recycled plastic 2024. (n.d.). Adidas will only use recycled plastics by 2024. Retrieved December 6, 2018, from https://money.cnn.com/2018/07/16/news/adidas-using-recycled-plastic-only/index.html

Salpini, C. (2018, March 14). The state of sports retail: How athleisure keeps changing the game. Retrieved December 6, 2018, from https://www.retaildive.com/news/the-state-of-sports-retail- how-athleisure-keeps-changing-the-game/518126/

Schlossberg, M. (2016, June 27). Nike is facing 3 major challenges to its business. Retrieved Decem ber 6, 2018, from https://www.businessinsider.com/nike-is-facing-3-major-challenges-2016-6

Athletic Footwear Market Worth $95.14 Billion By 2025 | CAGR: 5.1%. (n.d.). Retrieved December 6, 2018, from https://www.grandviewresearch.com/press-release/global-athletic-footwear-market

Schawbel, D. (2018, January 19). 10 Workplace Trends You’ll See In 2018. Retrieved December 6, 2018, from https://www.forbes.com/sites/danschawbel/2017/11/01/10-workplace-trends-youll- see-in-2018/#2f9678224bf2

Constine, J. (2017, June 27). Facebook now has 2 billion monthly users... and responsibility. Re trieved December 6, 2018, from https://techcrunch.com/2017/06/27/facebook-2-billion-users/

8 Instagram Metrics Every Business Should Monitor. (2018, September 14). Retrieved December 6, 2018, from https://www.lyfemarketing.com/blog/instagram-metrics/

Annual Report 2017 - adidas group [PDF]. (2018, March 2).