dick's sporting goods social media marketing analysis and proposal
TRANSCRIPT
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Chloe Drescher, Ashlyn Faulkner, Vanessa Gillette, Margaret O’Mara, Helena Wong
A SOCIAL MEDIA MARKETING ANALYSIS AND PROPOSAL
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COMPETITORS
DYINGARE
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SUPPLIERS
BECOMING
COMPETITORS
ARE
THE NEW
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SINK? SWIM?OR
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“OUR MISSIONis to be recognized by our customers
as the #1 sports omni-channel retailer that serves and inspires
athletes and outdoor enthusiasts to achieve their personal best through
relentless improvement of everything we do”
SITUATION OVERVIEW
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4.2Mlikes
388Kfollowers
254Kfollowers
16Ksubscribers
?
CURRENT SOCIAL STRATEGY
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PROBLEM #1Customers feel
disconnected from large corporate sporting goods
stores.
PROBLEM #2Brands are opening
brick-and-mortar retail stores.
PROBLEMS
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GOAL #1Engage local
communities/teams by invoking feelings of “hometown sporting
goods store.”
GOAL #2Stimulate foot traffic into brick-and-mortar
stores by promoting the in-store experience
unique to local stores.
GOALS
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STRATEGY
When the season starts, it starts at Dick’s. As Stephen gets excited for a
sports season, he is simultaneously
getting excited to make a purchase at
Dick’s.
“I’M READY FOR THE SEASON TO START”
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Snapchat Nationwide Geofilter
Snapchat Discover Takeover
Cross-Promote Across
Platforms
Connect Digital with In-Store Experience
PHASE 1 PHASE 2 PHASE 3 PHASE 4
STRATEGY
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Snapchat Nationwide Geofilter
PHASE 1
OBJECTIVE:Create a filter that adds
value to the user, is appropriate to the
target market, and is not overly promoting
the brand.
STRATEGY
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STRATEGY
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STRATEGY
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STRATEGY
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Snapchat Discover Takeover
Snapchat Nationwide Geofilter
PHASE 1 PHASE 2
OBJECTIVE:Promote the hyper-local in-store experience by
showing snaps of employees promoting
local teams and having fun in stores.
STRATEGY
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Snapchat Discover Takeover
Snapchat Nationwide Geofilter
Cross-Promote Across
Platforms
PHASE 1 PHASE 2 PHASE 3
OBJECTIVE:Cross-promote onto
other social platforms by re-posting
user-generated content and sponsoring
influencers to post their use of the filter.
STRATEGY
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OBJECTIVE:Drive foot traffic back
into the store by promoting a limited
time 10% discount if you show a screenshot of
how you used the Geofilter.
Snapchat Discover Takeover
Snapchat Nationwide Geofilter
Cross-Promote Across
Platforms
Connect Digital with In-Store Experience
PHASE 1 PHASE 2 PHASE 3 PHASE 4
STRATEGY
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CAMPAIGN SCHEDULE
Friday, August 20th
24hr National Geofilter
Saturday, August 21st
24hr Discover Takeover
Re-posting content across
channels
Saturday, September
2nd
College Football Starts
Saturday, September
30th
Customers Redeem Coupon
Extended positive
sentiments
START FINISH
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Cost Breakdown
Nationwide Geofilter ~ $100,000
Snapchat Discover “Takeover” ~ $50,000
Influencers Sponsored Posts ~ $2000
Total: ~$152,000
CAMPAIGN BUDGET
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Taco Bell’s Snapchat Success Dick’s Sporting Goods’ Projected Success
224Mviews
Cost 750K
.3 cents/view
100Mviews
Cost 100K
.001 cents/view
POINT OF COMPARISON
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Increased foot
traffic in stores
~ 30 million Snapchat users in
stores within a month Projected
~ 10 million consumers
purchase an item
+10 million purchases for
$152,000 cost
MEASURES OF SUCCESS
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QUESTIONS?