Bill’s Bike & Run PR Campaign Plan Meg Shaver, Brian Thompson, Jeff Lang, Alex Phippen
Positioning Bills Bike & Run is the shop that strives to improve the quality of people’s lives through walking, running, riding, and living an active happy lifestyle.
1. Bill’s Bike & Run provides quality products for people at all fitness levels. 2. Bill’s Bike & Run’s has over 50 years of experience in ensuring the safety and confidence of their customers. 3. Bill’s Bike & Run wants to share their passion for fitness with the community and all those seeking to live a healthier lifestyle. Key Messages
Goals ● Measure and increase foot traffic by 30%. ● Increase Facebook likes by 30%. ●Increase overall sales by 10%. Campaign Time Period: January 1, June 30, 2014
Target Audience Primary Target Audience: -College Students Secondary Target Audience: - Young Families
SWOT Analysis Strengths: Quality Products Experience in the industry Moderately Priced Opportunities: Gain a great community presence Partnerships with local businesses Increased Sales Weaknesses: ●Lack of awareness ●Better known competitors ●Products are usually seasonal Threats: ●Competitors with lower prices ●Awareness taking too long to be built ●Trimester student school schedule
Research Targeted students Qualtrics survey of 10 questions 400 randomly selected addresses Received 71 responses
Research Findings 1.Awareness: 63% said they had heard of Bill’s Bike & Run. 61% of those that had heard of it said they had become aware of Bills Bike & Run just by driving by the Rexburg location. 1.Online Shopping: When asked where they would first look if they wanted to buy a bike, the highest percent of students, 39% said either craigslist/amazon or some other online source. 3.Social Media: 97% said they used Facebook as their main social media platform.
Promotion #1: Log Your Miles- Running ❖ Distribute flyers in January ❖ February ❖ 50 miles ❖ Get 10% off one item of $25 or less
Event #1: Bill’s & Sammy’s Block Party ❖ April 25, :00 pm - 12:30 am ❖ Reach the college demographic ❖ Free Advertisments
Event #2: Charity Bike Ride ❖ Distribute flyers in March ❖ April 26, 2014 from 12-3 pm at Porter Park ❖ Proceeds go to Madison Memorial Hospital ❖ T-shirts given to all registered riders
Promotion #2:Log Your Miles- Cycling ❖ May ❖ 450 Miles ❖ Get 10% off one item of $25 or less
Final Promotion Through Facebook ❖ June ❖ Run or bike to the coolest location you can find, and take a photo. ❖ Share on Facebook ❖ Most “Likes” Gets: ➢ Free Bike Shirt
Time Chart & Budget Total: $9,628.59
On behalf of all us here we are committed to making Bill’s Bike & Run a successful establishment dedicated to giving people a better quality of life. THANK YOU!