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Bill’s Bike & Run PR Campaign Plan

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. . Key Messages.

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Bill’s Bike & Run PR Campaign Plan

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  1. Bill’s Bike & Run PR Campaign Plan Meg Shaver, Brian Thompson, Jeff Lang, Alex Phippen

  2. 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.

  3. Key Messages 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.

  4. Goals • Measure and increase foot traffic by 30%. • Increase Facebook likes by 30%. • Increase overall sales by 10%. Campaign Time Period: January 1, 2014 - June 30, 2014

  5. Target Audience Primary Target Audience: -College Students Secondary Target Audience: - Young Families

  6. 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

  7. Research • Targeted students • Qualtrics survey of 10 questions • 400 randomly selected email addresses • Received 71 responses

  8. Research Findings • 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. • 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.

  9. Promotion #1: Log Your Miles- Running • Distribute flyers in January • February • 50 miles • Get 10% off one item of $25 or less

  10. Event #1: Bill’s & Sammy’s Block Party • April 25, 2014 9:00 pm - 12:30 am • Reach the college demographic • Free Advertisments

  11. 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

  12. Promotion #2:Log Your Miles- Cycling • May • 450 Miles • Get 10% off one item of $25 or less

  13. 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

  14. Time Chart & Budget Total: $9,628.59

  15. 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!

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