Frank’s fixies bicycle shop Jennifer Gardner, Jordan Foote, Tess Montgomery, Jashay Fisher-Fowler and Alex Akari

What they do Personal fixed gear bike retailer Midwest-inspired Signature series Midwest bikes for Midwest bikers Inspired to start through their business through experiences biking in China

Marketing mix Product: Price: Place: Promotion: currently doing

Situational analysis Competitors **feature 2 more important things

Target market 2 different target markets: Segment A Segment B Men/women 20-36 Employed and unmarried with no children Income of $35,000 or less Des Moines city limits Segment B Men 35-54 Employed and married with 2+ children Income of $75,000 or more Des Moines city limits and surrounding suburbs

Objective #1 “Establish general awareness and brand recognition via corporate identity by 30% of the Drake neighborhood surrounding their address (3103 University Ave., Des Moines, IA 50311) by December 1st, 2015” **how is this measured?

Objective #1 tasks Direct mail flyers Integrated with website, social media, contact info and sales promotion coupon Create PR campaign to build interest and awareness Personally distribute Frank’s Fixies flyers????? Develop online marketing plan via SEO and SEM Develop advertisements for local media

PR campaign details Annual Frank’s Fixies event “Relays Ride” Local businesses for sponsorships/giveaways Booth at PR events and potentially at farmer’s market, 80/35, etc. News releases/general feature stories for media List events on community media calendars Promotional flyers for events

Measurement # of registrations Track amount of media coverage received for event Monitor engagement levels on social media/website

Objective #2 “Increase sales by 25% on all Frank’s Fixies apparel and 15% of signature collection bicycles in FY 2015” **we need some sort of person stat in here **how is this measured??

Objective #2 tasks Market products via website and social media Push apparel in fall/winter Push bikes in spring/summer Direct mail flyers Integrated with website, social media, contact info and sales promotion coupon Personally sell products from booth at PR events Develop advertisements for local media

Direct mail

Measurement Coupon redemption Social media codes will be different Apparel/bike direct mail coded differently Social media codes will be different ????????

Objective #3 Increase online interaction with 30 new Facebook “Likes” and 10 new Twitter “Follows” per month **we need some sort of person stat in here **how is this measured? **also they don’t have a Twitter so we might want to change that

Objective #3 tasks Social media initiatives Redesign and implement new website Refurbish Facebook, Twitter and Instagram pages to gain fans Produce informational video to be posted on YouTube and website Integrate social media into advertising/direct mail pieces

Sample posts

Measurement Google Analytics Internal social media analytics Monitors traffic, where it is coming from, what content is most popular, etc. Internal social media analytics # of Facebook/Instagram followers # interactions with the page # of hits video receives on YouTube

Advertising/media

scheduling

budget