Imc assignment 4 paula kelly
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Bash Boards’Launch!
Presented by: Paula KellyFor IMC Assignment 4
http://www.flickr.com/photos/8404276@N06/4012337343
Sunday, December 22, 13
Bash Boards
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http://www.flickr.com/photos/85853333@N00/3976483092
Founded by Brothers
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http://www.flickr.com/photos/48367426@N08/4884778034
Custom Skateboard Decks
Launch
2014
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Build Brand Loyalty
Dedicated Website
Social Media Platforms
Pre-launch event in Knoxville
Sunday, December 22, 13
SWOT ANALYSIS
Strengths Opportunities
Weaknesses Threats
• Does not have a negative reputation• Location of business• Quality product• Skills• Equipment• Time• Public Relations Plan• Understanding of media tools and
metrics
• Unknown product• Indirect competitors• Lack of expertise• Family dynamics• No set launch date• Lack of reputation• Lack of credibility• Limited resources• No crisis management or
communication plan• Campaign has not started• Lack of participants
• Create a crisis management/communication plan
• Expand social media• Expand target audience• Expand e-commerce• Build positive relationships/
sponsorships• Create a positive brand image• Product recognition• 90% of teens 12-17 use social media
(Fitzgerald, 2012).• $4.8 billion dollar industry
(Montgomery, 2009)12.5 million skateboarders in the US (Wysaski, 2013)
• Lack of economic growth in TN (Murray, 2012).
• Direct competitors• Market demand• Product credibility• Lack of resources • Owners living in separate states• New technology• Campaign sustainability
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http://www.flickr.com/photos/34097423@N00/4221400727
What Makes Bash Boards
Unique?
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http://www.flickr.com/photos/83555001@N00/2967515870
Custom
Decks
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SMART Goals• The social media sites will launch on February 15, 2014. It will include Bash Boards’ professional pages on Facebook, Twitter,
YouTube, Pinterest, and Google+ and will reach the target audience of skateboarding teens 12-17 years old.
• In order to create brand awareness, loyalty, e-commerce, and search optimization, the website will launch on March 15, 2014
to reach the target audience of skateboarders between the ages of 12-17 years old.
• The pre-launch event will occur in April 2014. The pre-launch event will create fan loyalty, and brand awareness to the target
audience of skateboarding teens between the ages of 12-and 17 years old.
• The official launch event will occur in Maryville, TN in July 2014 with a ribbon cutting ceremony. The official launch will create
community engagement and brand awareness to the target audience, community members, media, and politicians.
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http://www.flickr.com/photos/86530412@N02/7987532186
Target Market
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Created in PhotoShop
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• $4.8 billion industry (Montgomery, 2009)
• Females spend $109 and males $ 95
• 77% of all purchases
• 54% of skateboarders are girls
http://www.flickr.com/photos/24257141@N05/4962558999/
Target Market
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Buyer Persona• Abby
• 14 years old
• Lives in Fairfield, Ohio
• Spends her free time skateboarding
• Searches online
• Online purchases
http://www.flickr.com/photos/40645538@N00/4277100497/
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http://www.flickr.com/photos/95394384@N00/6245106345
Primary Research
SecondaryResearch
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Primary Research Objectives
The survey will be used to conduct the primary research. The participants are 75 individuals
between the ages of 12-17 that filled out contact and signed parental request forms at local
skateboard recreational facilities in the greater Knoxville, TN area. I will contact participants by
phone and face-to-face interviews when permissible.
It will take 4-6 weeks to gather participant contact and signed parental request forms. The
sample size will consist of at least 100 participant contact forms. Sampling will include at least 75 of
the signed request forms. Contacting the participants for the survey will take between 4-6 weeks.
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Creative Samples
Logo
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Media Flowchart
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Budget Totals
• Total Budget funds allocated
$22,000.00
• Total Budget included in report
$21,333
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References:
AXS (2013). X Games. Retrieved on July 14, 2013 from the following website:
http://www.axs.com/events/241353/x-games-skate-street-women-s-street-
league-skateboarding-select-series-tickets?skin=xgames
Billboards in my City (2013). Knoxville Billboards. Retrieved from the following
website: http://www.billboardsin.com/tennessee/knoxville
Clarksville Online (2012). Tommy Vallejos Named Minority Small Business Champion
Champion of Tennessee. Retrieved from the following website:
http://www.clarksvilleonline.com/2012/06/01/tommy-vallejos-named-
minority small-business-champion-for-Tennessee/
East Tennessee Economic Development Agency (2013). Survey: Hiring Prospects
Improving in Knoxville. Retrieved from the following website:
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Photo credit via http://www.flickr.com/photos/40645538@N00/4277100497/
Quantcast (2013). Birdhouse Skateboards. Retrieved from the following website:
https://www.quantcast.com/birdhouseskateboards.com
Rainie, Lee (2009). Teens and the Internet. Retrieved from the following website:
http://www.pewinterest.org/presentation/2009
SK8 Factory (2013). SK8 Factory Information. Retrieved from the following
website: http://www.sk8factory.com/custom.html
Timmons, J., Zacharakis, A., & Spinelli, S. (2009). Business Plans that Work:
A Guide for Small Business. McGraw-Hill Primis
WBIR (2013). WBIR Advertising. Retrieved from the following website:
http://www.wbir
Wysaski (2013). Skateboarding. Retrieved from the following website:
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