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Table of Contents
Executive Summary
Situation Analysis
SWOT
Target Audience
Goals & Objectives
Strategies & Tactics
Budget
Time-line
Research
Media Kit
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6-7
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10-12
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15-17
18+
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Executive Summary
Sled Shed Inc. has been an iconic and unique
part of Rexburg Idaho for 21 years now. Sled
Shed Inc. has been established as a place for
action sports; for the younger, thrill-seeking
genereation.
Sled Shed Inc. is a part of the community as
mush as any family and is devoted to ensuring
the core values that started the company never
leave. Values and beliefs are important to
adhere to because it shows that customers are
not just customers; they are family.
Te goal of this campaign is to build upon these
core principles and values and expand student
awareness. Utilizing social media, sponsored
day trips, and a proposal for an updated
website, will help acheive this goal.
Sled Shed Inc. is a a unique place that has
freindly service and great products and just
needs to make the students at Brigham Young
University - Idaho more aware of this.
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Situation Analysis
Sled Shed Inc. is comprised of two stores,
in one location - Sled Shed Board Shop and
Sticks n Stones Biking and Climbing. Tese
stores were started at roughly the same time
in 1993. In the beginning they operated in
separate locations. Tey are now essentially
one and the same store. Although the locations
have changed the values and goals that they
were built on have not changed. Sled Shed
and Sticks n Stones operate on the idea that
as one of the small guys that we can provide
superior service in a friendly Mom and Pops
environment. Tey pride themselves on being
an integral part of the community.
Many students and locals go the Sled Shed for
all of their snowboarding and skateboarding
needs. For years they have been catering to
the needs of snow and skate enthusiasts with
friendly service, knowledgeable staf and
excellent environment.
Te Sled Shed tends to go unnoticed by
students at BYU-Idaho and needs more
advertising to create more awareness.
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SWOT
Strengths:
-Sled Shed ofers a unique service that no one
else ofers in Rexburg.
-Sled Shed has a strong sense of community
values.
-Tey have excellent staf that is friendly and
inviting.
-Ofers very unique services that cater to college
students.
-Tey house many top-line products.
-Tey are very open to working with customers
on a budget.
Weaknesses:
-Sled Shed is relatively hidden location.
-Small storefront.
-Does not have many advertising practices to
create awareness.
-Weak social media presence, active on
Facebook, very limited Instagram activity, no
Twitter presence.
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SWOT
Opportunities:
-Sled Shed has unique products and services
have the potential to attract many more people.
-Te environment and culture can attract more
customers.
-Social Media presence can only go up.
-Tey could potentially expand their products
and services.
Treats:
-Big 5 is their biggest threat for snowboard and
skateboard sales, due to Big 5s low price.
-Walmart and Bills Bike & Run are their main
competition for bike sales.
-Te current location is not ideal due to the
amount of current businesses on Main St.
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Target Audience
Primary: Te primary audience is 18-30 year
old college males. Tis audience is prime
because males tend to be more into action sports
like skateboarding, snowboarding, mountain
biking, and rock climbing.
Secondary: Te secondary audience is Rexburg
locals 18-40 who are into action sports. Tose
who live in Rexburg on a more permanent
basis are more likely to be repeat customers.
Repor and familiarity can be built with these
customers.
Tertiary: Te tertiary audience 18-30 year
old college women. Although there are many
women who participate in action sports in
Rexburg such as rock climbing, they are few and
far between.
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Goals & Objectives
-Increase overall social media presence by 40%.
-Increase Facebook friends and likes by 15%.
-Increase Instagram activity by 50%.
-Create a Twitter account and increase activity by 100%.
-Increase awareness by 15% by using advertising and social
media.
-Increase sales by 10%.
-Enhance their image of being a cool unique hang-out spot
through use of advertising and social community events.
-Create a new website with a shopping mechanic so people
can purchase products online.
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Strategies & Tactics
Strategy 1: Social Media push
Objective: Increase overall social media presence
by 40%.
Tactics: Host weekly Facebook, Twitter, and
Instagram discussions using hastags and various
keywords. As people come into the store have
them log in to Facebook, Twitter, and/or
Instagram and give them the opportunity to post
about the current weeks discussion. An example
would be one week the discussion would be all
about the best mountain you have ever hiked.
Tese discussions can also be turned into contests
at any time for the most creative post, best picture
etc.
Tis will create buzz and activity within the social
media sites. Tese discussions can be connected to
the Facebook group Rexburg Shredders, a highly
active ski and snowboard group of students.
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Strategies & Tactics
Strategy 2: Create website that enables shopping.
Objective: Increase sales by 10%
Tactics: By creating a website that enables online
shopping, sales can be increased dramatically.
Collaborating with a Web Design student would
enable you to get a running site relatively cheap.
Utilizing a website with a shopping mechanic will
increase sales by at least 10%. Te updated site
could have the option for shipping or in-store
pickup.
Te shopping mechanic on the site will allow
people to view the products benefts and features
in the comfort of their home.
To get in contact with a Web Design student speak
with:
Steve Rigby
208-496-3774
rigbys@byui.edu
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Strategies & Tactics
Strategy 3: Grand Targhee Trip
Objective: Enhance Sled Sheds image of being a
cool unique hangout spot.
Tactics: Using social media and in-store
marketing to create a monthly Sled Shed
sponsored trip out to Grand Targhee. Depending
on the season this could be a ski/snowboarding
trip or a mountain biking trip. Using Facebooks
pages Trips page could be easily added and
people can RSVP and set up car pools.
Establishing a group like this will enhance Sled
Sheds image as a cool place to hang out with.
Te entire staf would be present to give tips and
tricks to attendees. A group setting allows people
to learn from one another and it gives students
around Rexburg something to look forward to.
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Budget
Budget for Strategy 1:
Facebook, Twitter, Instagram are free to use. Te
only cost would be the employee who manages
these sites.
Initial Startup: $8/hr; 3-5hrs/wk= $24 - $40/wk
Maintain: $8/hr; 1-3hrs/wk =$8 - $24/wk
Budget for Strategy 2:
Domain Name - $10/year
Hosting - $10 to $100 a year (depending on trafc
& hosting services)
Man-Hours - 60+ (depending on the complexity
of the site) $25/hr * 60hrs= $1,500
Alternative: Approach a web design student to do
this for school credit, eliminating the man-hours
cost.
Budget for Strategy 3:
Te social media sites are free to use and run. Tis
is where most of the time would be spent.
Employee pay: $8/hr * 12hr day= $96/employee
BYU-I Bus Rental: $0.56 per mile (gas included
$25 minimum). Tis option could be used when
events become more popular, until then use the
Facebook groups to establish carpools.
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Time-line
Te time-line is very fexible for the strategies and
are meant to last at least one year.
May-July: Creation of the updated shopping
website
May-December: Te Wednesday of each week
will be devoted to social media presence.
May: Announce the creation of the new website
on Facebook, Twitter, Instagram
June: Remind followers and friends about the
upcoming Website
June: Afer social media presence has improved
begin with a monthly sponsored trip using the
Facebook groups/pages. Tese events would be
best on Saturdays towards the end of the month in
order to create buzz and anticipation.
July: Announce the unveiling of the new web site
once complete.
July-December: Continue with sponsored events
and social media promotions
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Research
Tese are some possible research questions that
could be asked using BYU-Idahos survey system
Qualtrics.
1) Which of these sports do you typically
participate in? Mark all that apply.
a. Football
b. Soccer
c. Rock Climbing
d. Snowboarding
e. Skiing
f. Recreational biking
g. Mountain biking
h. Skateboarding
j. Other
2) Of these stores, where would you go to
purchase new equipment and gear?
a. Big 5
b. Sled Shed / Sticks and Stones
c. Walmart
d. Backcountry.com
e. Dogfunk.com
f. Other
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Research cont.
3) Why did you choose this store?
4) On a scale of 1-10, with 1 being never heard
of it and 10 being I go there every day, how ofen
do you visit the Sled Shed?
5) On a scale of 1-10, with 1 being doesnt
concern me and 10 being this is the most
important aspect, how important is customer
service to you?
6) On a scale of 1-10, with 1 being I wouldnt
spend much and 10 being I would spend more
than average, how willing are you to purchase
quality name-brand products?
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Research cont.
7) Would discounts make a diference for you?
a. Yes
b. No
8) What kinds of event would you like to see
involving rock climbing, mountain biking, skiing,
or snowboarding? Mark all that apply.
a. Ski swap
b. Adventure Excursions (Organized trips)
c. Teaching seminars
d. Informational demos
e. Repair demonstrations
f. Other (Please list)
9) Gender
a. Male
b. Female
10) Age
a. 18-29
b. 30-35
c. 36-40
d. 41-60
e. 61+
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Media Kit
News Release
NEWS RELEASE
June 1st, 2014 Contact Information
FOR IMMEDIATE RELEASE Joe Smith Manager
Phone: 208.356.7116
Fax: 208.356.7116
Email: ssbikesnboards@gmail.com
WEBSITE IN PRODUCTION
Products go online
REXBURG, ID Sled Shed Board Shop located on Main St. is announcing its creation of a new website that
will improve customers buying experience.
Sled Shed board shop is creating a brand new website that will include a new shopping cart mechanic
to allow customers to research the products they offer and purchase them online.
Located on Main St. next to Wells Fargo, Sled Shed offers quality skate, snow, bike and climbing
equipment. Employees are very friendly and have a wealth of knowledge when it comes to their products.
Sled Shed wants to extend that information online.
The current site has been, Useful but not very user-friendly said Joe Smith manager of Sled Shed.
We are excited to update our current site and make the experience that much better.
The proposed site will have a shopping mechanic with shipping options and even in-store pickup.
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Media Kit cont.
Fact Sheet
NEWS RELEASE
June 1st, 2014 Contact Information
FOR IMMEDIATE RELEASE Joe Smith Manager
Phone: 208.356.7116
Fax: 208.356.7116
Email: ssbikesnboards@gmail.com
Knowledgeable staff
Great products
Diverse brands
Fun interactive environment
Rock climbing wall
Reasonable prices
Wide range of services like repair
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Media Kit cont.
Photos
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Media Kit cont.
Photos
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Media Kit cont.
FOR IMMEDIATE RELEASE
Sled Shed Board Shop Mountain Biking Trip
Contact:
Joe Smith, Manager
208.356.7116
ssbikesnboards@gmail.com
When: Friday, May 9
th
10am to 4pm

Where: Sled Shed store front (meeting place), Grand Targhee Ski Resort
Who: Members of the Sled Shed Adventures Facebook group will be attending a Sled Shed sponsored mountain
biking trip.
Why: In an effort to enhance their image as a cool hang out spot, Sled Shed has decided to take 10-15 students
along on a mountain biking trip. The purpose of these events is to teach members of the community and stu-
dents how to mountain bike and to create a social environment.
What: Bring your own mountain biking and mountain biking gear, if you do not have said equipment then they
could be rented through Sled Shed.
Attention Media: Any interviews must be cleared with Joe Smith, Manager at Sled Shed.
Media Alert
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All content within this campaign including its design, copy, and concept are property of Devin
Bush 2014. All rights reserved.
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