2014 RUNAWAY WINTER ROXY Xin Cheng
Jul 14, 2015
BIG IDEA“We inspire girls to dream big and have fun in and out of the water.”
Blog posts around winter holiday destinationssocial media hashtag #roxywinterrunaway
TARGET AUDIENCECollege girls aging from 17 to 25
active social media users one month winter holiday to plan young to try things price promotion works on them
GOALS1)Raise brand awareness among college
students2)Keep building the positive and supportive
brand image in customers’ minds.3)Increase both swim sales and snow sales in
winter season. 4)Create brand loyalty by keeping good
relationship with college girl by collecting customer data.
KPI average 250 “like” on FB, Twitter campaign-
related posts and 30k “like” on Instagram campaign-related posts.
2000 sign-ups of ROXY winter runaway campaign.
Sales revenue (Dec.1st - Jan. 31st) increase 10%.
BLOG URL: roxy.com/blog/winterrunaway Adding an entry to the blog page on the category bars. Weekly posts: eight destination posts (4 in the U.S. And 4
abroad) Cover transportation suggestions, local must-do activities and
closet suggestions
INBOUND MARKETING
landing page
winter runaway newsletter sign-ups
college student discount offers
call-to-action
SOCIAL MEDIA
3 main social media outlets: FB, Twitter, Instagram
updating with the blog content using hashtag #ROXYWinterRunaway
Example:ROXY@Roxy #ROXYWinterRunaway Destination No.1 Phuket Island, Thailand. Lost in
Asian mysteries and greenish sea. You won’t want to miss the local transportation Tutu cars, the inexpensive mango shake and the best surfing/swimming preparation. Here is more: roxy.com/blog/winterrunawayphuket
TIMELINE
task responsible department time
Blog setupIT department &
Marketing departmentNov.20~Nov.25
Landing page design and setup
IT department & Marketing department
Nov.25~Nov.30
Content editing and posting
Marketing department & PR department
Nov.25~Jan.31 (weekly blog posts, eight destinations in
total)
User management and database creation
PR department Dec.1~Jan.31
BUDGET
Staff costs estimation (according to salary.com) IT department (1 web designer): $70,913/yr at 2 month = $11,818 Marketing department (2 social media specialists): $54,763/yr at 2
month = $18,254 PR department (2 content editors ): $33,772/yr at 2 month = $11,257
Google Adwords budget: $5 per day at 2 month = $310
Landing page: $250
Total: $41,889