dick's sporting goods social media marketing analysis and proposal

Chloe Drescher, Ashlyn Faulkner, Vanessa Gillette, Margaret O’Mara, Helena Wong

A SOCIAL MEDIA MARKETING ANALYSIS AND PROPOSAL

COMPETITORS

DYINGARE

SUPPLIERS

BECOMING

COMPETITORS

ARE

THE NEW

SINK? SWIM?OR

“OUR MISSIONis to be recognized by our customers

as the #1 sports omni-channel retailer that serves and inspires

athletes and outdoor enthusiasts to achieve their personal best through

relentless improvement of everything we do”

SITUATION OVERVIEW

4.2Mlikes

388Kfollowers

254Kfollowers

16Ksubscribers

?

CURRENT SOCIAL STRATEGY

PROBLEM #1Customers feel

disconnected from large corporate sporting goods

stores.

PROBLEM #2Brands are opening

brick-and-mortar retail stores.

PROBLEMS

GOAL #1Engage local

communities/teams by invoking feelings of “hometown sporting

goods store.”

GOAL #2Stimulate foot traffic into brick-and-mortar

stores by promoting the in-store experience

unique to local stores.

GOALS

STRATEGY

When the season starts, it starts at Dick’s. As Stephen gets excited for a

sports season, he is simultaneously

getting excited to make a purchase at

Dick’s.

“I’M READY FOR THE SEASON TO START”

Snapchat Nationwide Geofilter

Snapchat Discover Takeover

Cross-Promote Across

Platforms

Connect Digital with In-Store Experience

PHASE 1 PHASE 2 PHASE 3 PHASE 4

STRATEGY

Snapchat Nationwide Geofilter

PHASE 1

OBJECTIVE:Create a filter that adds

value to the user, is appropriate to the

target market, and is not overly promoting

the brand.

STRATEGY

STRATEGY

STRATEGY

STRATEGY

Snapchat Discover Takeover

Snapchat Nationwide Geofilter

PHASE 1 PHASE 2

OBJECTIVE:Promote the hyper-local in-store experience by

showing snaps of employees promoting

local teams and having fun in stores.

STRATEGY

Snapchat Discover Takeover

Snapchat Nationwide Geofilter

Cross-Promote Across

Platforms

PHASE 1 PHASE 2 PHASE 3

OBJECTIVE:Cross-promote onto

other social platforms by re-posting

user-generated content and sponsoring

influencers to post their use of the filter.

STRATEGY

OBJECTIVE:Drive foot traffic back

into the store by promoting a limited

time 10% discount if you show a screenshot of

how you used the Geofilter.

Snapchat Discover Takeover

Snapchat Nationwide Geofilter

Cross-Promote Across

Platforms

Connect Digital with In-Store Experience

PHASE 1 PHASE 2 PHASE 3 PHASE 4

STRATEGY

CAMPAIGN SCHEDULE

Friday, August 20th

24hr National Geofilter

Saturday, August 21st

24hr Discover Takeover

Re-posting content across

channels

Saturday, September

2nd

College Football Starts

Saturday, September

30th

Customers Redeem Coupon

Extended positive

sentiments

START FINISH

Cost Breakdown

Nationwide Geofilter ~ $100,000

Snapchat Discover “Takeover” ~ $50,000

Influencers Sponsored Posts ~ $2000

Total: ~$152,000

CAMPAIGN BUDGET

Taco Bell’s Snapchat Success Dick’s Sporting Goods’ Projected Success

224Mviews

Cost 750K

.3 cents/view

100Mviews

Cost 100K

.001 cents/view

POINT OF COMPARISON

Increased foot

traffic in stores

~ 30 million Snapchat users in

stores within a month Projected

~ 10 million consumers

purchase an item

+10 million purchases for

$152,000 cost

MEASURES OF SUCCESS

QUESTIONS?