Social Media Marketing Plan

Executive Summary
Eagles Nest Outfitters (ENO) is more than a hammock and camping
gear companyits an outstanding leader in nature conservation, an
environmentally responsible supplier to outdoorsmen, and a proponent of
relaxation and healthy lifestyles. This plan will outline a social media
marketing plan that will emphasize ENOs commitment to the environment
as well as their passion for adventure and healthy living. ENO not only
recognizes that protecting places for their customers to recreate means their
products are more widely used, but using social media to create a brand
community, they have the power to inspire people to enjoy, value and
protect wild lands. This campaign will give ENO a leg up in their niche market
to become the countrys leading hammock and hammock accessory retailer.
ENO will increase their revenue and brand influence by convincing their
loyal customers and potential consumers to join their ENOpia community
and make ENO their number one choice for hammocking gear. Since a
hammock is typically a one-time purchase, it is important that ENOs
consumers feel plugged in to a movement that they will want to share with
their friends and acquaintances, encouraging others to purchase from ENO.
This campaign will feature an Instagram video submission contest (each
winner receives $215 of ENO merchandise) that will use the outdoor
adventures of real ENO users to share great hiking and hammocking spots
and inspire viewers to get outdoors. Winning submissions will be featured on
ENOs blog and Instagram feed advertising the various products that ENO
offers to make hammocks comfortable in different environments. By
featuring these videos on the blog, ENO will lead followers to a space where
they can find and share guidance, resources, and discussion about
backpacking, hiking, and hammocking, and have an outlet for questions and
advice. This space is aimed at increasing the publics awareness of ENO and
increasing their credibility as a brand by showing understanding and

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expertise of environmental issues and the practical components of outdoor
activities.
A second branch of this campaign will be made up of ads on Facebook
that will build awareness of ENOs conservation efforts. One group of ads will
strictly focus on the brands current conservation achievements: by
highlighting their partnerships with nonprofits and community organizations
for forest and wildlife conservation, ENO will gain traction amongst
environmentally-minded consumers. The other group of ads will be
advertisements for the latest ENO products. ENOs lightweight hammocks
have a 400-pound capacity and are made of breathable, quick-drying nylon.
Their competition includes hammock brands Grand Trunk, Warbonnet
Outdoors, and Hennessy. Warbonnet Outdoors produces top-rated
hammocks, but ENO products are about $100 cheaper. Other competition
includes outdoor furniture options that consumers may prefer over the
hammock experience, especially tents: REI brand, L.L. Bean, and Coleman in
particular. Therefore, these ads will feature the advantages of hammocks
over tents (emphasizing their ease of setup, small size, and aesthetic) as
well as advertising reasonable price and built-in community that comes with
buying an ENO. The goal of these ads will simply be more conversions to the
ENO brand and the hammock lifestyle in general.
ENO will also engage the community on Twitter and Facebook with
partnership-specific contests that use facts from the webpages of
conservation websites as the answers to a weekly quiz question. Winners will
receive free ENO goodies, and the traffic to the conservation organizations
webpage will increase, helping the nonprofit with their cause as well as
establishing ENO as an environmentally conscious brand. The overall goal of
the Twitter and Facebook branch of this plan is to establish a community and
to make connections and conversions with new consumers.
The third and final branch of this campaign will use YouTube as a platform
to introduce the public to new equipment. Often, questions asked on ENOs
social media pages are related to the setup or storage of their products. ENO

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could make much better and more frequent use of its YouTube account by
posting a short informative video displaying how to properly use each piece
of merchandise. Furthermore, ENO will create personable behind the scenes
videos to further expose their brand to social media users with entertaining
and inviting videos of their team members. These videos production level
will not be top notch due to budget concerns, but research has shown that
the best YouTube marketers produce a broader range of video content;
videos do not need to be prime-time quality because those with lower
production value can be just as effective. The social media plan is scheduled
to run for three monthscurrently, the months of June, July, and August 2016
are scheduled for plan implementation because the warmer climate
increases the consumers likelihood to purchase products for outdoor
activities. However, the plan will be constantly monitored to detect changes
in financial requirements and effectiveness so that changes can be made to
its length or focus if necessary using each platforms analytics program as
well as Google analytics. ENO already has a successful blog and inviting
website space that shows off their passion for conservation and their
versatile product line. This marketing plan will allow them to expand their
reach and further develop their identity as the number one company and
community for responsible outdoor adventurers.

Foundation
Introduction to ENO
Eagles Nest Outfitters, based in Asheville, NC, was founded in the summer of
1999. They are the leading provider for a niche market of hammock users,
selling ingeniously crafted parachute hammocks and outdoor accessories.
The company offers the highest quality relaxation products for adventure
travelers and outdoors lovers everywhere. Their product line features
parachute nylon hammocks and other outdoor and camping accessories that
are targeted at outdoorsy men, women, and teenagers. The brand is found in
over 1500 specialty outdoors, backpacking, and winter sport retailers,

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premium sporting goods retailers, and major specialty retail chains,
including REI, Dick's Sporting Goods and Amazon.com. Products are also
available online at www.enonation.com. Not only does the company practice
environmentally safe hiking and hammocking as well as partnering with
conservation organizations, ENO also attempts to reduce potential waste by
using every bit of fabric available. They use excess trimmings to create
accessories and each hammock is made with as little waste as possible,
meaning that the color combination of the material is not always predictable.

History of ENO
In 1999, brothers Peter and Paul Pinholster decided to permanently escape
the traditional workplace and make hanging out their full time occupation.
They wanted a business that would challenge them creatively, but also allow
them to pursue a laid-back lifestyle. They began as a small operation in
Florida, planning to travel the East Coast in a ramshackle minivan and sell
hammocks at music festivals and community gatherings along the way. In
the early years, home was wherever the van was parked that night. The
brothers dedicated their days and nights to making and selling the most
comfortable hammocks in the world. In a short time, the brothers had more
business than they could handle from the van. They settled down in
Asheville, NC and continued growing the business into what is now a thriving
company. Today, they continue to supply the best hammocks and
accessories to like-minded people across the globe.

Revenue
According to spokeswoman Natalie DeRatt, annual revenue is considerably
more than $1 million. ENO employs only 20 people, up from the seven or
eight on its payroll in the mid-2000s.

Current Social Media

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ENO has a presence on Facebook, Twitter, Instagram, Google+, YouTube, and
Pinterest. The brand has developed an app, ENOpia, that can be downloaded
for iPhones only. The mobile app lets users create a library of hammocking
spots, record their adventures and share directions to hammocking locations
across the United States. Users can explore an updated color map, and pin
their own hammock images, liking other users suggestions and discovering
outdoors spots using the integrated GPS coordinates stored with every
image. Using their zip code, users can find contact information and directions
for the closest retailer.

Issues to be addressed
ENO has consistency of profile picture and username across all of its social
media except Facebook. Their light blue sky theme is interrupted herethe
Facebook profile picture is a white logo on a reflective black surface, and the
cover photo is picturesque, but pixelated. A more congruous and appealing
profile/cover picture combination in the correct size for Facebook can be
easily created with an app such as Canva. The accounts do a good job of
presenting a unified front in terms of brand voice. The tone is casual,
modern, and enthusiastic, perfect for their target audience of 18 to 40-year-
old outdoors types. Posts on the blog, Facebook, Twitter, and Instagram are
frequent but relevant and regular. However, the company might consider
requesting ownership of a similar Facebook page and similar Twitter account
that might distract consumers who search them on these medias from their
official accounts. ENO should report copycat Facebook pages or delete them
if they are simply old accounts that were not properly shut down. Both
Twitter and Facebook have policies against imposter accounts; even if the
page was made with good intentions, ENO can have it removed unless it
qualifies as a parody account. ENO has a great collection of high quality
images that they have gathered from their followers via photo contests.
However, their Facebook aesthetic could be improved by promoting their
Instagram account on Facebook by giving their Instagram feed its own tab on

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their Facebook Page, along with a "View on Instagram" button linking to their
page. Since both Facebook and Instagram will be platforms in this campaign,
linking them to one another will help boost clicks on both social media sites.
Furthermore, while they often Tweet with eye-catching images, ENO could
incorporate images into tweets promoting blog posts or sharing pins. These
would be made more appealing with an image to give an idea of what the
post is about, increasing engagement.

An example cover photo for the Facebook pageclear quality and a background that does
not distract from the logo.

Goals & Strategies

Goal
Make ENO the top environmentally-conscious supplier of hammocking
equipment by 2017
Strategies
Show off the brands vision for Enopia community, including giving
back and supporting fellow adventurers, to motivate customers to join
their hammocking community.
Highlight ENOs waste-not-want-not production model, their
partnerships with conservation organizations, and their passion for
responsible hammocking to reach the environmentally conscious.
Increase awareness and credibility of ENO by displaying understanding
and expertise on the practical components of outdoor activities to
appeal to sportsmen looking for reputable manufacturers.

Audience

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ENO has variety of market influencers that will help them appeal to their
three main target audiences:
Young adults, particularly college students, interested in hammocking
for the community aspect of spending time with friends in nature and
potentially interested in ENO because of its mobile app/online
community and low cost.
Consumers who spend leisure time doing outdoor athletic activity. This
category includes professional and hobbyist outdoor athletes, and
might be converted to ENO because of its credibility and expertise on
all things wilderness.
Environmentally conscious citizens interested in supporting
organizations that are committed to responsible enjoying nature and
preserving wild lands and forestry. This group may choose ENO
because of its efforts in the conservation field and waste-not-want-not
production model.
The following influencers correspond to the audiences that they can best
reach and intercede for on behalf of ENO:

Student Brand Ambassadors

ENOpian College Ambassadors are a way to reach college students with
authentic user-generated promotion of ENO products. Ambassadors
represent themselves, their school and ENO with respect, integrity, and
passion for adventure. They would much rather be out exploring than cooped
up in the dorms, and they use their hobbies to encourage interest in the ENO
lifestyle among their peers. They are energetic and they are innovative, and,
according to ENOs webpage, they know just how to get that perfect hang.
Current ambassadors work all over the United States, and include the
following:

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Ariel Kohll University of Nebraska Lincoln
David Allison Butte College
Renae Lee University of New Mexico
Sam Tippetts Texas Christian University
Sydney Bahr Oklahoma State
Emma Thornberg Virginia Tech
Grant Piering Saginaw Valley State
Joyce Lin University of Washington
Julia Workowski Virginia Tech
Mason Minor West Virginia University
Sam Matta Arizona State University
Emma Wilson The university of Alabama
Jefferson Packer University of Florida
Anna Harris Liberty University

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Sponsored Athletes
The campers, kayakers, mountain bikers, hikers, and other adventurers that
ENO needs to target are not necessarily influenced by the celebrities often
hailed in the media. Major names like the Kardashians and even major
athletes of more mainstream organized sports will not have an effect on
consumers looking to get off the grid in their free time and explore the
outdoors. ENO uses sponsored athletes to get through to their consumers,
who are more likely to be inspired by individual sport athletes. Their current
athletes include:

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 Will
is Kimbel: skateboarding
Zachary Surdell: freestyle aerial skiing
Caleb Goepfert: surfing
Adam Banton: BMX
Adam Doyle: climbing/base jumping
Darian Stevens: freeskiing
Dave Zielinski: fly fishing
Fritz Arnold, Justin Carpenter, Alex Lundstrom, Jason Astle, Hayden Wyatt:
skiing
Hank Bates: big mountain skiing
Jon Folsom: ice hockey
Michael McDaniel: snowboarding
Molly Mitchell, Trevor Cox, and Victor Garcia: rock climbing
Nate Miceli: freeskiing
Ryan McElmon: slopestyle/ biking
Tim Kovar: tree climbing

Nonprofit Partnerships

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ENO helps as many nonprofit organizations involved in nature preservation
as possibly with prizes, support and promotion. Just a few of these
organizations include:

Asheville Earth Day

Adirondack Mountain Club
American Whitewater
Make A Wish Foundation
The Currahee Cleanup Project
Clean Vibes Trading Post
Savannah Climbing Coop
American Fisheries Society
NC Organic Growers School
UNCG Outdoor Adventures
Save the Boundary Waters
Carolina Thread Trail

ENO also provides hammocks for doctors on the move, as permanent fixtures
in orphanages, and for students on volunteer opportunities abroad. Their
ATC, PCTA and LNT DoubleNest Hammocks are a special run of tailor made
hammocks, specifically designed for each of the organizations. These
hammocks feature custom made labels and a one-of-a-kind color
combination. Eno gives $10 from every sale directly to the respective
organizations, helping them preserve and protect the land so it can be
enjoyed for generations to come. In exchange, these organizations link to
ENO pages on their websites and feature the ENO logo in their promotional
material.
ENO recognizes the value of partnerships on the business side as well
as the environmentaltargeted branding. ENO hammocks may be products
for sale, but the ENO brand is about outdoor adventure. If it were not for
the trees these organizations protect, ENO wouldn't have hammocks. In
order to make the ENO name more of a lifestyle than a product, ENO should
continue to market specifically to conservationist audiences that will help
them strengthen their brand.

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Personas

Persona 1: College Student

Name: Elise Jensen

Age: 18

Occupation: Student at
California State University;
Student library worker.

Status: Single

Location: Living in Fresno for

college, originally from
Elkhart, Indiana

Education: Freshman pre-law student, public high school graduate

Goals: Maintain a high GPA, stay in good standing with the university to
keep her scholarships and go on to law school. Earn enough money to pay
her room and board and be able to fly back to Indiana to see her family at
Thanksgiving.

Frustrations: Adjusting to college, homesickness, and spending time alone.

She misses her friends and having a social circle. She wants to join more
clubs and organizations, but the students at CSU are much more
adventurous and outdoorsy than she is. Elise also spends a lot of time
studying, as her classes are more challenging than she was expecting.

Bio: Elise is having a successful semester academically, but struggling

socially. She was in orchestra, art, and photography club in high school, but
the girls she has met so far are into mountain sports and activities that Elise
had never seen in Indiana. When she was little, Elise wanted to travel with
Greenpeace or the Peace Core, but now her dream is to be a social justice
advocacy lawyer. She chose CSU Fresno because of its high ranking
academics, the beautiful Sierra Nevada scenery, and the scholarships they
offeredshe couldnt pay for college without them. Elise hates the feeling of
being indebted to people, is comfortable with silence, and likes solid routine.
She is self-conscious about how pale she is compared to many of her west-
coast peers. She enjoys reading and usually studies in the library during her
front desk shift. She jumps at the chance to hang out with the girls in her
dorm. Recently she went hammocking with some classmates to study for

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an exam, and had a great time Elise is considering getting a hammock of her
own so that she can fit in with her outdoorsy new friends, enjoy the California
weather, and have a comfortable place to study.

Persona 2: Outdoor Athlete/Recreationalist/Enthusiast

Name: Mark Kuchers

Age: 32

Occupation: HR rep at
Ironclad Marketing

Status: Single

Location: Living in Fargo,

North Dakota, originally
from St. Paul, Minnesota

Education: Liberal Arts

degree from Notre Dame

Goals: Succeed at work in order to get a promotion and pay raise, stay
physically fit and keep training for a marathon with his sister, get enough
vacation time to spend time with friends and family, be the cool uncle to
nieces and nephews in Minnesota, find new spots to hike with his dog, Heinz.

Frustrations: Fitting in with older colleagues who are less environmentally

and technologically savvy, wants to find ways to brand himself as the
outdoorsman he presents himself as with his friends.

Bio: Mark is a quiet, driven outdoorsman who keeps his work life and leisure
time quite separate. He is often considered a loner, but is perfectly happy
with his introverted lifestyle and enjoys spending his weekends in Voyageurs
National Park with his dog. Mark is a healthy eater, likes to do his own
research before making any decision, and is most comfortable when he has a
familiar routine. He has dabbled in a variety of outdoor recreational
activities, but sticks mainly to hiking and biking. As a single male
professional, he has a reasonable disposable income, but his rent has
increased since his roommate moved out and hes spending a lot more on
gas now that his siblings are beginning to start their own familiesthe
addition of nieces and nephews into his life has meant more traveling.
Recently recovering from a leg injury, Mark decided to tone down his activity
levelsor at least take a break at the top of his hikes. He discovered ENO
while scrolling through an REI blogpost on new camping products. He likes

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the idea of having a hammock for weekend camping trips and relaxation in
the park, but he only wants to buy from the absolute best company if hes
going to invest in a hammockhe wants something durable that will give
him his moneys worth.

Persona 3: Conservationist/Environmentalist

Name: Kayla Croyle

Age: 40

Occupation: 6th grade science teacher at Baker Middle School

Status: Married

Location: Marion, OH

Education: Masters degree in

Middle Childhood Education
from Indiana Wesleyan

Goals: Finish her lesson plans

for next school year to be able
to enjoy her summer, be a
fun mom to her two children
by planning day trips and
vacations, succeed at work under the new Ohio testing standards, enjoy
some alone time with her husband while the kids are at summer camp.

Frustrations: Adjusting to new regulations at work, struggling to get

administrators on board with the new recycling program she wants to
implement, working with her familys budget to plan a relaxing vacation
without pulling from her kids college fund, trying to raise her kids to be
friendly to the environment in and out of the classroom.

Bio: Kayla grew up a tomboy in rural southern Ohio playing football with
three brothers. She always played defense, a position that grew into more of
a mindsetKayla thinks of her conservation volunteer work as a defense of
nature. She is optimistic and energetic with her students and her two school-
aged children, and puts high value on honesty and altruism. In her science
classroom, she uses class pets to teach kids to treat animals with respect,
and often focuses her lessons on reinforcing how permanent damage to wild
lands and rain forests is in todays world. More rigorous testing in middle

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schools is putting a lot of pressure on Kayla in the classroom, and the last
thing she wants to do is take it out on her husband and children. She is
looking for a way to get outside and relax, and she thinks a hammock might
be the perfect venue for the reading she hopes to get done on vacation. The
wildlife reserve she volunteers with has worked with ENO in the past, but she
wants to make sure that their partnership with conservation organizations
isnt just a PR stunt before she buys a product from them.

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 Experience Map for Persona 1

Touchpoints Opportunities

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Initial webpage search
Forum/Social Media
comparison search
Online purchase process
Communicate the benefits of the less expensive ENO over
other hammock brands.
Make customers feel like part of their outdoorsman
community.
Educate customers on nature preservation efforts; make
them into more conservation-savvy people.
Help customers feel secure in their investments with
affirming statements.
Arm customers with information about what exactly they will
need to purchase to set up their hammock before checkout.

Post purchase activity
Use email or social media to advertise next step products
for more serious adventurers.
Engage customers with more frequent photo contests.
Encourage customers to share their adventures via social
media.

Platforms
Instagram
The ENO community is all about sharing adventures, and photo and video
contests are perfect for the Instagram platform. ENO has 197,000 Instagram
followers and averages 8,000 likes per image and 100 comments per image.
ENO still has room to grow on this site, however, and has never posted a
video. This marketing plan should change that and increase engagement on
this platform that already has a strong base.
YouTube
YouTube has over a billion usersalmost a third of all people on the Internet
and every day, people watch hundreds of millions of hours of YouTube videos
and generate billions of views. YouTube overall, and even YouTube on mobile
alone, reaches more 18-34 and 18-49 year-olds than any cable network in
the U.S. This is the perfect age range for the audience in mindthe average
ENO consumer is between 18 and 40. This campaign will use YouTube videos
to establish user-friendly outlook, increase visibility in the outdoor activities
community, and increase awareness of the product line. ENO has only

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produced 35 videos in the last 3 years, but this plan hopes to increase their
frequency of posts and up their engagement through the site.
Facebook
With 1.44 billion users, Facebook is a great way for ENO to reach its target
audience. ENO has 74,218 page likesnot even half the followers of their
Instagram feed. However, the Instagram video winners and YouTube videos
created for the campaign will be able to be easily shared via Facebook. On
average, 4 billion videos are viewed daily on Facebook, so this platform has a
good foundation to improve video views and Facebook engagement.
Twitter
As of 2015, 60 percent of Twitter users were between the ages of 18 and 44,
making Twitter an effective way to reach the target audiences. The site has
over 271 million active users, and ENO has 27,000 followers. Because Twitter
is ENOs smallest reaching media platform and the company does not have a
huge budget to spend on paid advertising, Twitter ads will not be used during
this campaign, but contest winners, videos, and other campaign aspects will
be shared on the site.

Objectives & Tactics

Strategy: Show off the brands vision for Enopia community, including
giving back and supporting fellow adventurers, to motivate customers to join
their hammocking community.
Objective: Increase followers on Instagram by 25%
Tactic 1: Hold an Instagram video contest that will inspire ENO owners to
video their outdoor activities. Influencers, keywords and SEO strategies will
be used to achieve the objective. Brand ambassadors on college campuses
and the sponsored athletes will kick off the contest. Their posts will be
displayed on ENOs blog, Instagram, and linked to the Facebook and Twitter
pages. The hashtag #ENOpiaLife will be used for the contest.

Strategy: Increase awareness and credibility of ENO by displaying

understanding and expertise on the practical components of outdoor
activities to appeal to sportsmen looking for reputable manufacturers.
Objective: Increase YouTube views by 25%

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Tactic 1: Create an informative video for proper set up and best practices for
new pieces of equipment such as hammock stands, rain and utility tarps, and
suspension systems. Include fun videos, such as most creative ways to hop
into a hammock or top ten things no one thought you could do in a
hammock to keep the tone of the channel from being entirely informative.
Tactic 2: Create an introduction and spotlight video for each conservation
organization that ENO works with. Material could include a meet the heads
of the organization component and state facts about the organizations
efforts overtop of footage of their volunteers and advocates at work.

Strategy: Highlight ENOs waste-not-want-not production model, their

partnerships with conservation organizations, and their passion for
responsible hammocking to make ENO the number one conservationist
hammock retailer.
Objective: Increase ENO sales by 25%

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Tactic 1: Place Facebook ads to
create awareness of ENOs
new products. The target
audience will be interested in
hiking and outdoor sports, the
environment, and
conservation, which will make
them relevant to users. The
ads will be geared towards US
citizens based on their
language and using
Facebooks target options. The
strictly product related ads will
show an intriguing photo such
as is shown to the right. The
photos used will be of
hammockers in urban areas,
on college campuses, at seemingly unattainable heights, or in other
unconventional places. These ads will have an overlay text that reads Relax,
wherever you are. A Shop Now button will take users to the ENOpia portion
of ENOs webpage. This will appeal to college students and others who are
perhaps new to hammocking, but interested in relaxation outdoors and
curious about hammocking culture. The awareness ads will feature GIVE
BACK headlines as well as a Call To Action button that will link to ENOs
conservation webpage. The photos used in these ads will feature nature
rather than individuals and advertise the dollar amount per hammock sale
that ENO will be giving back to each partner organization.

Tactic 2: Implement retargeting and conversion pixels to ENOs website. The

retargeting pixel will make Facebook ads more effective and make sure that
users who have visited ENOs website before will see the promotional
material. The conversion pixel will determine the number of users that
actually follow the ad and make a purchasehelpful statistics to know to
gauge their effectiveness and improve their content.

Schedule & Oversight

Tactics are scheduled for optimal times and days for the most engagement
possible. 1 pm is the optimal time for social media shares, making this the
best time for the conservation awareness Give Back ads. 3pm is the
optimal time for most clicks per ad, so this will be the best post time for

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product line Relax ads. The YouTube videos will be shared in the evenings
on Wednesdays for consistency, creating a regular schedule that followers
will begin to recognize and expect. Brand influencers will be asked to post to
promote the Instagram contest, videos, and conservation efforts throughout
the week. It is also important to note that all posts should be approved by a
copyeditor and a Social Media Team manager before posting to avoid
mistakes and embarrassing oversights.

Analytics
Youtube Videos
The YouTube activity will be monitored using YouTube analytics. This will show
ENO where their views are coming from, the peak times and demographics of
viewers, and other helpful stats. The total number of views will be the key
performance indicator for this tactic (KPI).
Product ads
These ads will be monitored using Facebook Analytics. The KPI for this tactic
will be the click through rate of each ad. Actual purchase will not be included
in this analysis, but will be monitored to determine the effectiveness of the
ad long term.
Instagram Contest
The traffic to Instagram can be easily measured through the use of the
hashtag #ENOpiaLife. Downloads of the ENOpia app will be tracked during
this time period to see if there is a correlation between Instagram activity
promoting ENOpia and the usage of the app.
Pixel tracking
The conversion pixel will be used to measure the other tactics effectiveness.
The retargeting pixel will be used to show promoted ads to relevant users.
Conversions of the ads will be the KPI for this tactic. If the users end up
selecting the ad and purchasing a product, the ad will be considered
successful.

Evaluation
Like all social media campaigns, ENOs plan will need to be constantly
evaluated and possibly amended as analytics determine what is effective
and what is not. Tactics with no indication of success will be examined to see
why they are not working, but feedback and analytics will have to be looked
at quickly to avoid monetary consequences. An ineffective paid ad is a waste
of funds. For this reason, A/B testing will need to be a consistent part of this
campaign.

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ROI & Budget
The budget includes the production of the videos, paid media, and salaries of
the social media team for three consecutive months
Campaign Team Labor (10 Member Team, $20/h)
$48,000
Advertisements $75,000
Analytics $20,000

Video Production and Labor $1,600

Partnership Expenses and Giveaways $70,000

Paid Media (all sites and influencers) $8,000

Total: $222,600

Initial Investment: $222,600

Return Amount: $300,000
ROI: 34.77%

Summary
The ENO campaign should above all else feature a laid back, personable tone
with a sense of community. ENO is all about supporting a community of
adventurers and encouraging the creativity of their customers, instilling a
sense of adventure even in the act of posting a video for a contest. This
campaign will promulgate the message that ENO hammocks perfectly
complement the outdoor lifestyle, promoting a balance of adventure and
relaxation. ENO wants the idea of relaxing after an accomplishment or
adventure to excite people and make them want to participate in these
activities more often. They also want to show that ENO is a fun, enjoyable
product for adventurers of all backgrounds. By creating online awareness of
their credibility and conservation efforts, ENO will increase public awareness
of their product and become the leading hammock brand in the nation.

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