1. Laura Leonard, Stephanie Caruso, and Mari Stroh November 14, 2013 MKTG 3480: Introduction to Digital Marketing Daniels College of Business Digital Campaign Brief

2. Agenda Section 1: Situation Assessment Section 2: Campaign Goals Section 3: Campaign Tactics Section 4: Campaign Planning Section 5: Campaign Tracking http://www.youtube.com/watch?v=VZTK-SAHfjw

3. Burton is the largest snowboarding brand in the world. Founded in 1977, Burton now specializes in snowboards, bindings, boots, outerwear, and accessories. The Brand is: -Innovative -Authentic -Everywhere The Riders are: -Expressive -Adventurous -Individuals Grow Capture the female population Expand brand awareness Sustain Maintain its popular reputation Promote social and environmental sustainability Satisfy Produce all products with the rider in mind Keep up with the popular trends

4. Target Market Burton targets the younger generations who are adventurous, outgoing, and stylish. Demographics: 73.1% are under 25. 74.2% are male Target males 18 to 25 Geographic: USA, Canada, Europe, Asia, Australia The Competition Burton controls 30-40% of the industry. Main Competitors: Ride Salomon Lib Tech

5. Increase relationships with loyal customers by producing the highest quality products, preserving our young and trendy image, and creating a personalized experience for each individual. Campaign Goals Males and females ages 13-20 Adventurous, outgoing, and stylish Avid snowboarders Target Audience Get Burton into the minds of young snowboarders just starting out to create longer relationships and keep them coming back for more. Campaign Strategy

6. Description: Every day between 4:00-5:00 offer a contest for free Burton gear to anyone who uses #IRideBurton on Facebook, Twitter, Instagram, and Vine. Rationale: Our target generation is extremely active on all of these platforms which will help Burton gain brand awareness, engage its consumers, and promote high- quality gear. Description: Create a mobile gaming app that features Burton sponsored boarders that the player can dress in the latest Burton gear. Game features includes best trick, racing competition, and free ride. The game is called I Ride Burton. Rationale: The mobile app will appeal to younger snowboarders. By selecting the gear for each rider, they are exposed to Burton’s latest gear. Description: Snowboarding video contest. Snowboarders upload their videos on www.burton.com/irideburton for a chance to win a trip to Burton headquarters in Vermont with one of Burton’s sponsored athletes. www.burton.com/irideburton Rationale: Video sharing among snowboarders is currently a popular trend. This tactic offers a reward for those videos.

7. The I Ride Burton Tour will consist of a three month tour of various resorts throughout the country. The tour would include local athletes and the opportunity to test out all of the latest gear before it hits the market. Burton will create smaller snowboards with “I Ride Burton” designs on them. Rationale: The recognizable slogan “I Ride Burton” will direct consumers towards our digital campaign. The tour would create hype for new gear including the newly designed, campaign specific snowboards. Burton could improve their products and increase their quality based on feedback from these demos.

8. CMS Burton gear for contest winners Pay community manager $12K Social Media Landing page Campaign logo $3K Web Design Pay contest manager Prize for winner $4K Video Contest Pay Designers $3K Game Design Promote campaign $13K Advertisements

11. Campaign was formed to expand brand awareness, attract new customers, and engage current customers. Innovative Attractive to target market Hands On Provides Visibility Promote the campaign in various markets such as younger generations and women Recruit sponsored riders to attend the tour and reserve resorts for targeted date Hire an app developer Increase staff to assist with the tour