Gearhead Social Media Campaign

 
 

  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Social Media Campaign]
Gearhead Outfitters

Clayton Jackson | Jonathan Freeman
November 18, 2014

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  Gearhead
 
 

Table of Contents:

Executive Summary

Research 4-8

Goals, Objectives, Strategies, and Tactics 9

Implementation 10-11

Target Audience/Buyer Persona 12

SWOT Analysis 14

Budget 15

Evaluation 15

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  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Executive Summary]

Client Profile: Gearhead Outfitters, Inc.

Summary:

WHO WE ARE:

Gearhead Outfitters exists to create a positive shopping experience for our guests.
Gearhead is known for its relaxed environment, specialized inventory and customer
service for those pursuing an active lifestyle. True to our local roots, we employ local
residents of each city we operate in, support local organizations, and strive to build
relationships within our communities.

We promote active, healthy lifestyles. Gearhead is where a running shoe comes with
a lesson in proper running form. Whether you are a new runner or training for a
marathon we have experienced athletes in each of our stores ready to help. We want
to be a part of your journey.

OWNER:

Gearhead Outfitters was founded in 1997 by Ted Herget and is headquartered in
Jonesboro, Arkansas.

OUR MISSION:

To help our customers live active, fulfilling lives by providing quality outdoor-
inspired products, backed by deep expertise and remarkable service.

PARTNERSHIPS:

• S.W.O.T.
• ASU Beck PRIDE Center
• ASU College of Business
• Out of the Dark
• Camp Sunshine
• Chi Omega 5k

[All via: http://www.gearheadoutfitters.com/]

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[Research]

Social Media Analysis: Gearhead (20 People analyzed)

Facebook:

In College? 12

Male 8

Female 12

Twitter

In College? 4
(Expressed on profile) 11
9
Male

Female

Instagram:

In College? 16
Male 10
Female 10

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  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Research]

[Gearhead’s Facebook: 9,990 likes, 211 visits]
[Gearhead’s Twitter: 1,846 followers]

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  Gearhead
 
 

[Research]

[Gearhead’s Instagram: 11,751 followers]

[Analytics of Facebook page as of 9/29/2014]

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  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Research]

Survey:

1. Strongly Disagree
2. Somewhat Disagree
3. Neutral
4. Somewhat Agree
5. Strongly Agree

Interviews:

Subjects Surveyed: 1 2 3 4 5 6 7 8 9 10 Avg:
3 2.4
I use Facebook 223 2 1 2 3 3 3 1 3.9
regularly
5 4.9
I use Twitter 455 3 5 3 5 5 3
Regularly 5 5.0

I use snapchat 555 5 5 4 5 5 5 1 1.4
regularly

I use Instagram 5 5 5 5 5 5 5 5 5
regularly

I read the 111 1 2 1 3 1 2
“Herald”
regularly

Lane Ricardo, sophomore from Bryant, Arkansas:

1. What role does social media play in your life?
-It plays a small role; I maybe use it once or twice a day.

2. Have you heard of Gearhead Outfitters?

-Yes.

3. How often do you shop at Gearhead?

-A couple of times a year.

4. What caused you to shop at Gearhead?

-Their merchandise was appealing.

5. If you wanted more information on Gearhead, where would you go?

-Website.

6. If you were to stumble on Gearhead via social media, which site would it most

likely be on? -Instagram.

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[Research]

Research Summary:

In our research we used three different methods, demographics, surveys,
and interviews. We concluding that Gearhead Outfitters has a very
strong social media presence now, with almost 10k likes on Facebook,
over 11k followers on Instagram. However, we would like to raise
Gearheads presence on twitter exponentially, with only 1.8k followers,
there is plenty of room to grow. In the survey section, we asked our
subjects to rank different statements based on a 1-5 scale of how much
they agreed with said statement, 1 being the less and 5 being the most.
The “I use Instagram regularly” section scored a 5.0, meaning all
subjects “strongly agreed.” The next high score behind Instagram was
Snapchat, which Gearhead currently doesn’t have. This was the
experimental section of the survey, we wanted to see if Gearhead could
benefit from a Snapchat, and according to the survey they would. “I use
snapchat regularly” scored a 4.9 on the survey.

• Biggest social media presence: Instagram, 11k
followers, and 5.0 survey results.

• Smallest social media presence: Twitter, 1.8k followers,
and 3.8 survey results.

• Demographics: 52% Female, 53% of subjects were
enrolled in college.

• Where could we expand in Social Media? Snapchat,
survey found 4.9/5.00 strongly agreed they used it.

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  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Goals, Strategies, Tactics]

Goal:

Utilize social media sites to further promote Gearhead Outfitters and to
reach the target audience to shop at Gearhead

Strategies:

1. Use other social media sites to introduce our new Snapchat account.
2. Further activity on social media sites to promote Gearhead on
Twitter, Facebook, and Instagram.
3. Have social media contests to gain more followers and to increase
interaction with customers.

Tactics:

1. Increase activity on other social media sites, including videos on
YouTube, graphics, and posts to showcase the new Snapchat account.
2. Buy promotions/ads on social media sites to promote Gearhead on
Twitter, Facebook, and Instagram.
3. Buy ads on Snapchat once the account is established to promote
Gearhead.
4. Instagram picture repost contests to win items and/or gift cards to
Gearhead.
5. Twitter contests such as trivia question contests, stories of personal
testimonies, and amount of retweets to further viewership and activity.

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[Implementation Plan:]

Month Frequency and Update
September
15th- Post about the launch of the Snapchat account.
Tweets, Facebook and Instagram posts will each appear twice a week,
every week, each on different days throughout whole month. Twitter
(Mon. and Thurs.) Facebook (Tues. and Fri.) Instagram (Wed. and Sat.)

October Twitter contests on weeks 1 and 3 of the month and Instagram contests
on weeks 2 and 4.
Tweets, Facebook and Instagram posts will each appear three times a
week, every week. Everyday there will be a post on at least one social
media site. Twitter (M,W,F) Instagram (T,R, Sat) Facebook (T,R, F)

November Buy promotions on Twitter and Instagram to be featured on target
December audience’s timeline. Buy ads for Facebook for viewers to see.
Twitter contest once every week for whole month.
Instagram contest once every two weeks for whole month.
Tweets, Facebook and Instagram posts will each appear four times a
week, every week. Everyday there will be a post on at least one social
media site. Twitter (M,W,F, Sat) Instagram (T,R,F, Sat) Facebook (T,R,
F, Sat)
Showcase graphics and videos of Christmas ideas- graphics twice a week
and a weekly video series

1st- Launch of Snapchat account.
8th- buy ad on Snapchat for 24 hours
Showcase clothing items for Christmas ideas

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  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Implementation Plan:]

Example of Twitter posts:

Come and check out our new North Face jackets. 10% off for all A-State
students! #GearheadOutfitters
What’s your favorite fall/winter item? Tell us why and you have a
chance to win a $100 gift card to Gearhead.

Example of Instagram posts:

Have a picture of people modeling new clothing items such as Red Wolf
gear. Caption may include: Come check out our new North Face Red
Wolf line! Special 15% off for A-State students.
Re-post this picture and use the #GearheadOutfitters to win one of these
two new Patagonia vests offered in both Men’s and Women’s.

Example of Facebook posts:

Share the new YouTube video of “Christmas ideas for the family”.
Include a few sentences about extended hours this weekend only and
any deals in store.
Come and see us for all the new Fall/Winter clothing line offered only at
Gearhead Outfitters. Post may include a picture of some clothing
examples.

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[Target Audience/Buyer Persona]

Target Audience:

High school/college age (16-25)

Buyer Persona:

The goal and aspirations of Gearhead are to treat all customers with the
upmost respect in their shopping experience. WE want to provide YOU
with quality service along with top of the line apparel. Some problems
we may face include the ability to reach all walks of life effectively.
Although we, believe we have something for the 3 month old all the way
to people in their 70’s. Gearhead relies on Facebook predominantly to
answer any questions customers may have. Twitter is also an effective
way to solve and answer problems Gearhead can reach its customers
through social media in an effective way. Facebook. Twitter, Instagram,
Snapchat, as well as other traditional forms of advertising can be used to
reach the key publics.

Objectives:

1. Create Snapchat account, and average over 200 views on
mystory posts by January 1, 2015.

2. Raise the number of followers by 10% on Twitter by January 1,
2015.

3. Have at least 5 customer interactions per day.

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  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Example of Snapchat]

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  Gearhead
 
 

[SWOT Analysis]

Strengths Weaknesses

Very good local footprint (NEA) Only located in a few places
Popular in college aged students Brand identity with in 100 miles
Strong social media presence in: Weak Twitter presence
Facebook, Instagram.

Opportunities Threats

Snapchat: create a “mystory” and Major retailers in NEA: DNW,
Wal-Mart, Academy.
really reach the customers in the Buying power, limited marketing
20-25 demographic. More retail
space in NEA, Expanding the budget.
brand into other cities.

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  Gearhead
 Outfitter
 Social
 Media
 Campaign
 
 
 

[Evaluation/Budget]

Budget:

Items will include:
• Facebook Ad’s.
• Twitter/Instagram promotions.
• Contest giveaways.

Evaluation
Objective:

Create Snapchat account, and average over 200 views on mystory
posts by January 1, 2015.

Evaluation: Assess how many views per mystory on
01/01/15.
Objective: Raise the number of followers by 10% on Twitter by

January 1, 2015.

Evaluation: Our target is 2,030 followers by 01/01/15.

Objective: Have at least 5 customer interactions per day.
Evaluation: See if this is being met or not.

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