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Adidas Introduces RGIII

Adidas Introduces RGIII

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Published by lomax_danielle

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Published by: lomax_danielle on Jun 03, 2012
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06/03/2012

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SocialMediaPlan
D a n i e l l e L o m a x I n t r o t o P R - S p r i n g ‘ 1 2 D i o n n e C l e m o n s 
 
AdidasIntroducesRG3
 
2
SITUATION
Baylor University’s star quarterback and 2011 Heisman Award winner, Robert Griffin III is on the verge of becoming the top rookie quarterback in theNational Football League. In addition to being a first round draft pick, RG3 was recently endorsed by Adidas Football US.
Vison:
The vision of Adidas Football US is to become the leading personalized brand in the world.
Mission:
 Adidas’ mission is to be the leading sports brand in the world. The mission of the “Adidas Introduces RG3” campaign is to build brandawareness for Adidas Football US.Prior to his emergence as an NCAA football phenomenon, RG3 represented the ideal student-athlete. He was senior class president and graduateda semester early while in high school. While at Baylor, RG3 earned a degree in Political Science, earned a 3.6 grade point average and beganworking on his Master’s in Mass Communications. Robert Griffin III was not considered an NFL draft prospect until his junior year.On April 26, 2012 Robert Griffin III was drafted in the first round, second pick all around by the Washington Redskins. After having a 3-13 2011season are already welcoming Mike Shanahan’s newest addition. “Washington hasn't had a reliable quarterback since Mark Rypien in 1991, andright away fans are singing a revitalized version of their fight song.” (Source: ESPN Magazine)
Hail to the RedskinsHail victory Braves on the warpathBlock for RG3NFL Players Sponsored by Adidas Football US
 
Reggie Bush
 
Lawrence Timmons
 
Randall Cobb
 
Titus Young
 
Davone Bess
 
John David Booty
 
Mario Williams
 
Eric Berry
 
Prince Amukamara
 
DeMarco Murray
 
Stephen McGee
 
C. J. Spiller 
 
Von Miller 
 
Kyle Rudolph
 
Jerrel Jernigan
 
Robert Griffin III*Source: Wikipedia
Universities Sponsored by Adidas
 
 Akron Zips
 
 Arkansas State Red Wolves
 
Brown Bears
 
Bucknell Bison
 
Eastern Michigan Eagles
 
FAU Owls
 
Georgia State Panthers
 
Indiana Hoosiers
 
Kansas Jayhawks
 
Louisville Cardinals
 
Miami (OH)
 
Michigan Wolverines
 
Milwaukee Panthers
 
Mississippi State Bulldogs
 
Nebraska Cornhuskers
 
NC State Wolfpack
 
 
Northwestern Wildcats (ending in2012)
 
Notre Dame Fighting Irish
 
SMU Mustangs
 
Tennessee Volunteers
 
Texas A&M Aggies
 
UCLA Bruins
 
UMass Minutemen
 
Wisconsin BadgersSource: Wikipedia
 Adidas v. Nike v. Under Armour Revenue Comparison
With under $1 billion in revenues, Under Armour is much smaller company than its rivals Nike ($19 billion in revenues) and Adidas ($13billion in revenues). However, Nike and Adidas revenues are fromworldwide sales and include sub brands such as Umbro and Converse for Nike and Reebok and Rockport for Adidas. The level of direct competitionbetween these companies is closer in the United States.Campaign Reach and Opt-In Sources According to the Email Date source panel, Under Armour's largest emailblasts go out once or twice a month and reach 1 million people. Under  Armour's email blasts are sent almost exclusively to people who havesigned up for email updates or registered at UnderArmour.com. Nike'slarger email blasts reach over 2 million people, and are sentapproximately once per week. Adidas' largest campaigns have a reach of roughly 1.5 million people. Unlike Under Armour and Nike,
Adidas
 
Nike58%Adidas39%UnderArmour3%
TotalRevenue
source:eDataSource
 
 
3
sources opt-ins from partner sites such as My Coke Rewards and Body By Milk.
Compared to Adidas & Under Armour, Nike does more insegmenting. Nike sends out two to four distinct campaigns on a daily basis,while Adidas and Under Armour send out at most two.Product vs. EngagementVirtually all of Under Armour's email campaigns are direct product pitches or sales announcements. Only since November '09 has Under Armour includedTwitter and Facebook links in its emails, an indicator that they are behind thetrend towards merging email and social media under one umbrella of digitalmessaging. Nike, in contrast, has campaigns that are specificallyengagement focused. These types of community oriented engagementcampaigns tie directly into social sites bringing Nike's email and socialmarketing efforts together. Adidas strikes a balance between productoriented campaigns, sales and engagement campaigns.
Adidas appears tobe making little effort to integrate email with social media: mostcampaigns do not include links to social sites such as Facebook or Twitter.
 
OBJECTIVES
Lomax and Associates is working to
create an organized solution tothe re-establishment and re-branding of Adidas Football US
. As aresult, a full-fledged social media campaign will be executed. Socialmedia offers a unique opportunity for investors and advertisers tocreate partnerships with a particular cause to generate revenue for their business. This social media plan will be used as a tool to marketRG3 as a professional athlete and to re-establish the Adidas brand asthe premiere source for football apparel and equipment.Lomax and Associates seeks to fulfill the
goals
of 
 
creating onlinebrand awareness and increasing traffic on social media networks for  Adidas Football US.
 
Lomax and Associates seeks to fulfill the following
objectives
:
 
Define, convey and reinforce a robust “RG3 for AdidasFootball” brand, which uniquely targets each of theaudiences.
 
Improve current sites, Facebook and Twitter.
 
Prepare blog posts on new Adidas Football US blog.
 
Expand presence and attractiveness of these sites.
 
Increase interactive user activity on these sites.
AUDIENCE
The “Adidas Introduces RG3” social media campaign seeks to attract the American football market.
 
Public
- American Football Athletes
 
Important Segment
- Youth Football Athletes, High School Football Athletes, College Football Athletes
 
Profile
– 94 percent of Internet users are under the age of 30.
¾
of people use social networks regularly. 17% of all web usage is socialmedia. (source: Pew Research Center) With the exception of professional football players, the majority of American football athletes rangein age from 12 – 22. On average, 3 million children play organized football annually. (source: American Youth Football) Over 1 million highschool students and 67,000 college athletes play organized football annually. (source: National Collegiate Athletic Association)
 
Priority
- These publics are of high level priority because they represent the main consumer base for the Adidas Football brand. They arealso the most impressionable online usage demographic. On average these publics spend 22 – 32 hours per month on the Internet.(source: Com Score Date Mine)
Nike45%Adidas33%UnderArmour22%
EmailCampaignReach
Source:eDataSource
 
Strengths
 
Diversity
 
WorldReknownBrandRecognition
 
Strongconsumerbase
 
Pre-establishedsocialmediapresence
Weaknesses
 
#2athleticretailerintheUS
 
FootballBrandisn'tthecompany'spriority
 
SmallCreativeMarketingTeamcomparedtocompetitors
Opportunities
 
Increaseincustomerengagement
 
OnlineRe-branding
 
Theopportunitytobecometheleadingonlinefootballmarketingpower
Threats
 
Competitionbetween#1Nikeand#3UnderArmour
 
Possibleentrryofnewcompetitors

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