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

2. 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

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

4. Situational analysis
Competitors
**feature 2 more important things

5. 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

6. 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?

7. 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

8. 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

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

10. 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??

11. 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

12. Direct mail

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

14. 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

15. 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

16. Sample posts

17. 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

18. Advertising/media

19. scheduling

20. budget