1. Urban Kayaks
Social Media Plan

2. Overall Goal
Use social media platforms and larger marketing efforts to build a larger online following and customer base. Converse with current customers, and create a consistent brand voice.

3. Target audience
Under 40 (young, hip, fun, adventurous)
Chicago focus

4. Metrics -Number of posts
-Greater visitor engagement on business pages (comments, questions)
-Online audience growth (more facebook, instagram and twitter followers)
-More “likes” and “check-ins”
Higher reach
-Greater sales
-More reposts/retweets
-More facebook and twitter views (measure through business page, Google Analytics, Hootsuite)

5. Facebook
Your dogs are your mascots and we create profile pictures for them. Each dog has a different online personality that says different things. We’ll try and keep the number of personalities as close to the number of dogs you actually have have at Urban Kayaks. We can use their real names and just add their descriptors in as well. Another option is to incorporate these topics into daily posts and keyword language related to health/fitness, travel, kayaks, puppies, Chicago
“Fitness
-How to burn more calories while kayaking
-What to eat before/after your trip
-Which trips are challenging
“Professor” dog:
-Tips on backing up while Kayaking
- Kayaking through difficult spots
-Mottos/advice
-How to use a paddle
-Travel
-Chicago history

6. Facebook, continued “Hipster” dog:
-What music you listen to while Kayaking
-Kayak gear information
-Types of kayaks you use
-Hidden spots ( ex: why see Navy Pier fireworks by foot, if you can see it by water?)
-New tours, kayak products for sale
Promotions: Run a pre-season promotion in April, ramping it up with photos of kayaking, and an facebook fan blast to Chicago only the week before opening season

7. YouTube
Create our own video series to promote through Facebook and Twitter, showing how to train for kayaking, of funny things that happen on routes, introduce the team and dogs.

8. Twitter
Use it to encourage people to continue writing good Yelp reviews, to join us, to upload Instagram photos, and YouTube videos, develop unique brand language.
Ex: #urbankayaks, #urban chicago

9. Instagram
-Linked to Facebook
- Caption photos using dog characters

10. Pinterest
-Photos of Kayaks
-Gear
-Travel
-The dogs
-What you guys eat

11. Additional Marketing Efforts
-Grouper social club X
-Get on travel blogs
-Chicago Magazine
-Kayak contests in Chicago (sponsor)
-Groupon/Living Social
-Do 312
-Thrillest Chicago X
-Free branded keychains/tshirts
-For sale branded apparel
-TV/radio spots
-Bookmarking sites: Stumble upon
-Wikipedia-participate in kayaking wikis, high traffic discussion forums
-Make it possible to “check off” certain tours that you’ve done on the website or facebook
Motto
Corporate outings
The Real Chicago
Dabble?
Daily Candy?
Urban Daddy
Red Eye Chicago
Wicker Rooftop
Farmhouse
Hotels nearby
Events on sustainable things
Partnerships with health clubs downtown
Partner W/Goose Island
Meet the kayakers (and puppies)…Q and A with A and A on Google+…
For the Grouper/ Groupon type deals…take into account the size of the company. Stagger deal days so that it’s not all just on Sat.