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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
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 the National 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 brand awareness 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 graduated a semester early while in high school. While at Baylor, RG3 earned a degree in Political Science, earned a 3.6 grade point average and began working 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 2011 season are already welcoming Mike Shanahan’s newest addition. “Washington hasn't had a reliable quarterback since Mark Rypien in 1991, and right away fans are singing a revitalized version of their fight song.” (Source: ESPN Magazine) Hail to the Redskins Hail victory Braves on the warpath Block for RG3 NFL 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 in 2012) Notre Dame Fighting Irish SMU Mustangs Tennessee Volunteers Texas A&M Aggies UCLA Bruins UMass Minutemen Wisconsin Badgers Source: 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 ($13 billion in revenues). However, Nike and Adidas revenues are from worldwide sales and include sub brands such as Umbro and Converse for Nike and Reebok and Rockport for Adidas. The level of direct competition between 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 email blasts go out once or twice a month and reach 1 million people. Under Armour's email blasts are sent almost exclusively to people who have signed up for email updates or registered at UnderArmour.com. Nike's larger email blasts reach over 2 million people, and are sent approximately once per week. Adidas' largest campaigns have a reach of roughly 1.5 million people. Unlike Under Armour and Nike, Adidas
Under Armour 3%
source: eData Source
sources opt-ins from partner sites such as My Coke Rewards and Body By Milk. Compared to Adidas & Under Armour, Nike does more in segmenting. Nike sends out two to four distinct campaigns on a daily basis, while Adidas and Under Armour send out at most two. Email Campaign Reach
Under Armour 22% Nike 45% Adidas 33%
Source: eData Source
Product vs. Engagement Virtually all of Under Armour's email campaigns are direct product pitches or sales announcements. Only since November '09 has Under Armour included Twitter and Facebook links in its emails, an indicator that they are behind the trend towards merging email and social media under one umbrella of digital messaging. Nike, in contrast, has campaigns that are specifically engagement focused. These types of community oriented engagement campaigns tie directly into social sites bringing Nike's email and social marketing efforts together. Adidas strikes a balance between product oriented campaigns, sales and engagement campaigns. Adidas appears to be making little effort to integrate email with social media: most campaigns do not include links to social sites such as Facebook or Twitter.
OBJECTIVES Lomax and Associates is working to create an organized solution to the re-establishment and re-branding of Adidas Football US. As a result, a full-fledged social media campaign will be executed. Social media offers a unique opportunity for investors and advertisers to create partnerships with a particular cause to generate revenue for their business. This social media plan will be used as a tool to market RG3 as a professional athlete and to re-establish the Adidas brand as the premiere source for football apparel and equipment. Lomax and Associates seeks to fulfill the goals of creating online brand 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 Adidas Football” brand, which uniquely targets each of the audiences. • 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.
• Diversity • World Reknown Brand Recognition • Strong consumer base • Pre-‐established social media presence
• #2 athletic retailer in the US • Football Brand isn't the company's priority • Small Creative Marketing Team compared to competitors
• Increase in customer engagement • Online Re-‐branding • The opportunity to become the leading online football marketing power
• Competition between #1 Nike and #3 Under Armour • Possible entrry of new competitors
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 social media. (source: Pew Research Center) With the exception of professional football players, the majority of American football athletes range in age from 12 – 22. On average, 3 million children play organized football annually. (source: American Youth Football) Over 1 million high school 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 are also the most impressionable online usage demographic. On average these publics spend 22 – 32 hours per month on the Internet. (source: Com Score Date Mine)
STRATEGY To date Adidas trails behind Nike and Under Armour in social media outreach. Adidas Football US is currently active on 3 major social media networks: Facebook, Twitter and YouTube. Both Facebook and YouTube are utilized as the sole source of the Adidas American football line. Twitter is currently being used as the general platform for the American Adidas American.
Key Message: As the new face of Adidas Football US, Robert Griffin III will be integrated into all social media outlets affiliated with the brand to Learn improve Adidas’ online presence and increase customer engagement. • Listen: A listening platform will be implemented to allow customers to voice their opinions about Adidas Football US. • Build: A blogging platform will be created to connect Adidas Football US to customers on a business to client level. • Engage: Social media will used as an interactive platform to engage the audience. • Learn: Using feedback from each platform, the Adidas Football brand will continue to improve. TACTICS This model will be executed by: • • • • • Optimizing existing web platforms Introducing a blog, twitter handle and vlog Enhancing the Facebook fan page and YouTube channel Integrating all of these accounts using an integration tools. Use an analytics/metrics tool to measure progress and success.
YouTube Views Twitter Followers Facebook Likes Facebook Likes 98,000 1,600,000 772,569 Twitter Followers 92,000 99,000 86,000 YouTube Views 3,900,000 7,100,000 2,600,000
YouTube The Adidas endorsement launched in late February with an introductory commercial video entitled “Welcome to the Family”. The pulse-racing commercial introduced America to RGIII, the Adidas Football line and the adizero 5-Star Mid cleat. It also prepared viewers for Griffin’s debut as an NFL player. Graphic overlays and avatars will be created for a visual aesthetic. Users will also be encouraged to upload video responses and leave comments. The YouTube channel will be used as the online launch site for new commercials and “Day & the Life of RG3” vlog posts. Facebook
Under Armour Nike Adidas
Using the new Facebook timeline, Adidas Football US will be reflected using RG3 as the face of the brand. The twitter and blog feed will be added to the page for integration. To encourage interactive activity, Adidas will respond to comments and questions. Fans will be encouraged to upload photos and videos through contests and competitions. An RG3 for Adidas video and photo album will also be created. The Facebook page will be updated regularly with photos and statuses of RGIII in Adidas apparel. Promotions, contests and questions will be used for engagement. Twitter A custom twitter handle will be created for Adidas Football US. A custom background featuring Robert Griffin III will be created to reflect the Adidas brand. All of the main contributors of the Adidas Football brand will be featured in the account biography including RG3. Lists will be created of major partners, major publications and contributing staff members. Followers will be mentioned and retweeted for market engagement. Trending topics will be used via hash tagging to reach a wider audience. The Adidas Football US Twitter account will be integrated into Facebook and the “Day in the Life of RG3” blog using widgets. Wordpress – “A Day in the Life of RG3” The “RG3 for Adidas Football” blog will be used to introduce readers to Robert Griffin III. Initially the blog will discuss Griffin’s feelings after the NFL Draft. As time progresses, readers will be able to follow RG3 as he begins training camp, assimilates as a Redskin QB, attends the ESPY’s and starts his first NFL season. Throughout this time frame, Griffin will promote his adizero 5-Star Mid football cleat in addition to any other Adidas football apparel. Readers will have the opportunity to leave comments to interact with RG3. YouTube videos will be integrated as well. Key blog posts will be submitted to major social news sites such as Stumble Upon. A Share This widget will be added for integration. An RSS feed will feed will be added the Adidas US website.
BUDGET (source: Blog.SiteFox.com) WordPress VIP Hosting Initial Cost: $1500 Design and Installation: $5000 Advanced Integrations: $5000 SEO Consultation (3 Months): $3000 x 3 Communications Consulting (3 Months): $3000 x 3 Original Content Creation: $3000 Total Initial Cost: $38,000 EVALUATION (source: TheNextWeb.com Measuring ROI – Non-Financial & Quantitative Hootsuite & Social Mention will be used for all networks.
Data and demographics will be measured using YouTube analytics.
YouTube – Adidas Football US • The number of views and subscribers will be measured on a month-to-month basis. • Comments and video responses will be measured.
Facebook – Adidas Football US • Facebook Insights will be used to collect activity, impressions and demographic data. • Google Analytics will be used to record Twitter & blog activity driven to the Facebook Fan page. • Data will be compared on a monthly basis. Twitter – Adidas Football US • The reach of tweets will be measured using Tweet Reach. • Top tweet contributors will be recorded using What the Trend. • Twitalyzer.com will be used to mashup Google Analytics with twitter visitors. • Data will be compared on a month-to-month basis. Blog – “A Day in the Life of RG3” • Followers and comments will be measured monthly. • Site traffic will be measured using Google Analytics.
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