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2016Integrated MarketingCommunications Plan
Presented by:Janay Hunter
Ann JoonaBrian Metz
Sharief YusufDBA
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M-Edge 2016 Integrated MarketingCommunications Plan
Table of ContentsSituation Analysis ............................................................... 3Target Market Assessment ................................................ 5Positioning Strategy ........................................................... 6Message Strategy ............................................................... 8Media Strategy ................................................................... 9Promotions & PR Strategy ................................................ 10Direct Marketing Strategy ................................................ 15Integration ....................................................................... 18Communication Effectiveness ........................................... 19Appendices (Marketing Materials) .................................... 21 SWOT Analysis ........................................................... 23 Competitive Analysis ................................................. 24 User Personas ............................................................ 26 Online Marketing Survey ........................................... 30 Online and Social Media Videos ................................. 31 Media Contacts List ................................................... 32
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Situation AnalysisThe company we are working with is M-Edge.
Mission:
For working warriors looking to balance the daily grind with an active lifestyle. Our products are de-signed to improve your lives at the gym, on the road and in the office. Life is tough; that’s why we use the best materials when crafting our products so you’re always prepared no matter what’s thrown your way.
Goal:
Our goal is to create brand awareness.
Target market:
Active-lifestyle mobile professionals, offering them a range of products that simplify an on-the-go need for storage and power. The product line allows the user to move seamlessly from office to gym to on-the-road, providing power in places and situations where an outlet is unavailable or inconvenient.
Advertising strategies:
We will be implementing viral videos and integrated social media techniques. To generate attention and reception, social media would be a good place to start. M-Edge needs to be able to stand out from the rest and we need to start with Instagram, Facebook,
and Twitter. The more followers we can gain the more attention this company can get. Viral video via social media would seem to offer a low-cost, low-risk initial approach. Endorsements/
product placements from respected, demographically-appropriate peers should also be investigated. By attempting a viral video marketing campaign, we may be better able to focus on our target audi-ence. By showing the day of a “persona,” we could fully encapsulate what it means to be a “Working Warrior.”
By going through a viral marketing campaign, we would generate peripheral route processing. Show the consumer someone who is not just like them, but someone who IS them. We believe that this route is a good match for this product because we want it to be the obvious solution. Working warriors have a fast-paced lifestyle and shouldn’t be expected to directly contemplate the product.
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Attitude change strategy:
We want to increase mindshare in our audience. Right now, brands like Mophie, Belkin, Griffin, Otter, and Anker are the most recognized names in the field. Rather than trying to beat the competitors for a general audience, we can focus our efforts much more closely on our targeted marketing demograph-ic. If we do this right, the first name for durable, powered cases will be, in the minds of active-lifestyle mobile professionals, M-Edge.
We want consumers to take M-Edge as the obvious choice. Its obviousness should be defined by quality, convenience and effectivity of design.
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Target Market Assessment We have identified our target market as “Active-lifestyle mobile professionals.” This comprises indi-
viduals who are a) financially advantaged, b) likely to travel as part of their work, and c) gym-goers, or otherwise engaged in regular physical training/sports/outdoor activities.
The potential users of our product may be younger, with a lifelong history of organized physical activ-ity, or older persons looking to establish a healthier, active life.
Another common trait is that these individuals are technologically engaged and tech savvy. Their need for power for their devices is central to our ability to serve them. The constant use of and need for their devices, coupled with still limited capacity of said devices provides an opportunity for our product lines.
The need for mobility and a world that is often rough on delicate electronics is served by the rugged-ness and durability of our products.
Our targeting is appropriate because the product line allows the user to move seamlessly from office to gym to on-the-road, providing power in places and situations where an outlet is unavailable or inconvenient. The products also have the benefit of streamlining the impedimenta the user must carry; rather than two or three devices/cases/carry-ons, functionality has been combined in a single, useful unit.
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Positioning Strategy“Working Warrior” is our positioning.This evokes an engaged actor, involved in a struggle, speaking to the target audiences’ activities in
business (often portrayed as a kind of military campaign,) and in their own physical fitness regimen. The notion of fitness/sport, etc., as a struggle or conflict has been repeatedly evoked, and quite effectively: Nike’s advertising and messaging has been particularly notable for this framing.
Our competitors by and large have not made this particular connection with their products; we are effectively narrowing our focus on a very specific subset of technology users, sparing us head-to-head competition with our better-established competitors. The advertising of our competitors seems to be targeting everyone with a phone or tablet. Our messaging will prompt self-recognition and self-identifi-cation with our targeted users.
Attention and Reception
We will generate attention by clearly identifying our products as a solution to the target audiences’ needs; they will already, by definition, have faced the problem of juggling office, the road, and their physical activities with the problem of power. Our products will “make a light go on” in their heads, providing a solution for a problem they may not have fully formulated for themselves. Our customers are already halfway to the purchase; we simply have to show them that it exists as an answer. To gener-ate attention and reception, social media would be a good place to start.
Central vs Peripheral Route Message Processing
Using the viral marketing campaign we are thinking of, we would generate peripheral route process-ing. Show the consumer someone who is not just like them, but someone who IS them. We believe that this route is a good match for this product because we want it to be the obvious solution. Working war-riors have a fast-paced lifestyle and shouldn’t be expected to directly contemplate the product. While not a major purchase, such as a car, our audience will still be likely, when thinking about a technology purchase, to use some central route processing when deciding to buy. This must be at least considered when planning the actual advertising; do we address it, touting features and facts, or will that diffuse our message, trying to do two things at once?
Message Objective
We want to increase mindshare in our audience. Right now, brands like Mophie, Belkin, Griffin, Otter, and Anker are the most recognized names in the field. Rather than trying to beat the competitors for a general audience, we can focus our efforts much more closely on our targeted marketing demographic. If we do this right, the first name for durable,
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powered cases will be, in the minds of active-lifestyle mobile professionals, M-Edge. We want consumers to think of M-Edge as the obvious choice. Its obviousness should be defined by
quality, convenience and effectiveness of design.
Media Choices/Strategies
We will be implementing potentially viral videos and integrated social media techniques. M-Edge needs to be able to stand out from the rest and we need to start with Instagram, Facebook,
and Twitter. As technologically savvy users, our audience will be plugged into social media (or aware of it/informed by others about it) and therefore will be more likely to identify with our message/product.
Successfully viral video via social media would seem to offer a low-cost, low-risk initial approach. Endorsements/product placements from respected, demographically-appropriate peers should also be investigated. By attempting a viral video marketing campaign, we may be better able to focus on our target audience. By showing the day of a “persona,” we could fully encapsulate what it means to be a “Working Warrior.”
Another real-world approach will be to offer complimentary equipment to opinion leaders; in this case, instructors/trainers at gyms/fitness facilities. The cost to the client will be minimal, and the word-of-mouth effect, coupled with the implicit endorsment of fitness professionals using the product(s) in front of potential clients is not to be underestimated.
Strategic Summation
Because we’re just moving into a market filled with established players, we are differentiating our-selves by who our customers are.
By focusing on how our products streamline and support their specific set of needs, we become the best…the only choice for our market segment.
Referring to von Clausewitz, we are taking a common element from three of his strategic insights:1. We are launching our effort on a very narrow front; a closely defined market segment, The Work-
ing Warrior2. This market segment is small enough for us, an insurgent brand, to defend, and3. Our product is narrowly focused on a single concept.By following this strategy, we can create mindshare in a highly specialized audience, and build from
there.
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Message StrategyOur message strategy is comprised of 3 parts:1. Verbal2. Non-verbal3. TechnicalOur verbal approach revolves around "Working Warriors." This is characterized by a professional, ag-
gressive, and competitive tone, while teaching a positive and encouraging activity. For the survey, the verbal approach is choosing the right vocabulary, and the right copy to relate a message to the consum-er. By taking advantage of motivational phrases, buzzwords and M-Edge’s positioning statement, we can craft a verbal narrative in the a video that is both effective and entertaining.
Our non-verbal approach is "edgy" while still being professional. We are going for a black and white aesthetic with green accents. Similar to the non-verbal approach used by m-edge on their website. This will be done on both the survey and the video.Our technical approach is where the real magic happens.
The technicality of the survey is making sure that the slogan and the logo are displayed correctly throughout the survey. The technical strategy for the video is to make sure that we represent the logo and the brand clearly. These efforts will hopefully spark interest in our consumers and make them cu-rious about our products and try them out.BudgetWe will be creating short audience focused content and using social media for various promotional campaigns.
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Media StrategyOur media strategy is to focus on short engaging videos and integrated social media techniques.M-Edge needs to stand out from the rest, and we want to start with Facebook, Instagram, and Twit-
ter. Our customers are technology savvy so they will already be plugged into social media, and there-fore will be more likely to identify with our message/product
Videos shared through social media would be cost efficient and low risk initial approach. By attempt-ing a video marketing campaign, we may be better able to focus on our target audience. By showing the day of a “persona:” we could fully show what it means to be a “working warrior”
Our objective for a social media approach is to gain followers and attention to help promote our busi-ness. We would like to focus on conducting contests through Instagram and have giveaways associated with M-Edge hashtags. “Working Warrior”, “M-edge”, “beastmode” “morepower”
Taking these approaches will create brand awareness, connect with a target market and create strong relationships with our customers.
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Promotions & PR Strategy
Sales Promotion 1: Social Media
The M-Edge hashtags we want to use will be #workingwarrior and #medge to establish a target mar-ket and build strong relationships with our consumers. An Instagram contest encouraging users to pose with and post images of them using our products will be at the core of this promotion.
Sales Promotion 2: Provide opinion leaders (training professionals) with M-Edge products
By providing trainers with free products and information about them to pass on to their clients, we hope to increase brand-awareness, introduce users to a solution they may not have realized they could use, and to move them to a decision to buy, via the trust and respect they have for our spokespeople (the trainers.)
Objectives and Strategy Sales Promotion 1: Social Media
The objective for a social media approach is to gain followers and attention to help promote our business. What we would like to focus on when taking a social media approach is to conduct contests through Instagram and have giveaways associated with an M-Edge hashtags. We want to use the hashtags #workingwarrior and #medge to establish a target market and build strong relationships with our consumers. Our goal is to create an account through Instagram and offer a contest to people who post any picture doing some sort of physical activity hashtagging #workingwarrior #medge. Our audi-ence will vote and pick the winner they think has the best photo, to win a new and upcoming product that has not been released yet. For example the new Beast with Armband and one of our bags. The beast is a phone case that you can attach to your arm or any equipment you are using so you can listen to music on your phone as you are working out. The bag charges your devices. The only requirement is that once they receive the free product they have to post a picture of themselves using the new prod-uct, using the same hashtags as before. This will help build popularity with the product by spreading the word through hashtags. We can also start tracking on Instagram the number of people who start posting with those hashtags and see how many people are responding to our contests and giveaways. We can use other media such as Twitter, Facebook and Pinterest to spread brand awareness.
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Sales Promotion 2: Provide opinion leaders (training professionals) with M-Edge products
By providing trainers at fitness facilities our products, we get those products in front of our poten-tial customers, with an implicit, and hopefully, explicit, endorsement. The partnership with individu-als already in an influential position with our new customers builds on that pre-existing relationship between them, of expert and seeker. If the opinion leader (the trainer) can influence even part of the reference group (fellow exercisers, i.e. peers) then we move a big step forward in increasing positive brand consciousness, and can influence them to become buying customers.If we couple the product with discount coupons, or even a coupon code, this can simplify and encourage them to buy. By enlist-ing each individual trainer as an affiliate, we capture this information while, at the same time, incentiv-izing our spokespeople. The data gathered can help us refine our message and our demographics, and to identify our most successful representatives.
Central vs Peripheral Message Processing Sales Promotion 1: Social Media
Our social media contest is more likely to impact on the peripheral route processing to create a “need” for our product that our customers were not aware of before. The peripheral route has little relevance to our customers immediate goals or needs. Our user-generated photo contests creates an emotional connection between the company and our consumer. With our competition we are creating an involvement with our customer, and if they are already a user of Instagram they are already active members in the social media world. These consumers might attend to some peripheral aspects of our competition for its entertainment value.
Sales Promotion 2: Provide opinion leaders (training professionals) with M-Edge products
Unlike our competitors, M-Edge is providing a very particular solution; a solution that the consumers may not even realize they are looking for. By giving them the example of their trainers, we are introduc-ing them to a stimulus-response experience, using peripheral route processing to arrive at a buying de-cision. The encouragement to identify with the leader and the group will help reinforce the peripheral processing. Once we have engaged them in this solution they may not have known they wanted, infor-mation we have provided to the trainers can then be passed on to work the central route processing by providing clear, technical specifications to help lead the audience to a buying decision.
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Strengths and AdvantagesSales Promotion 1: Social Media
The strengths and advantages of using a social media contest are that M-Edge will gain followers and promote new products. A contest is a great way for new audience to start following M-Edge Instagram account. It gives our target audience a reason to follow us and motivate their actions in exchange for a chance to win the prize we offer. A user-generated content promotion such as a photo contest is a great way to deepen the emotional connection between the consumer and our company. When participants upload their personal photos to our promotion and using the hashtag #workingwarrior or #medge, it will provide a common place for viewing entries. Anyone who searches for the hashtag will see the contest stream.
One of the many advantages with using social media is that it is free to create an Instagram account and to hold competitions. M-Edge will also gain trust and brand loyalty from people that are involved and a part of our competition. By offering a new and free product will create an excitement and in-volvement with the customers. And in the case of the winner that got to try the product for free, if they are satisfied with it they will most likely return to purchase more products from M-Edge. Social media contests are a great way to build a strong following and relationship. A competition will help spread the word about the company and our products, and build brand awareness.
Sales Promotion 2: Provide opinion leaders (training professionals) with M-Edge products
The strength of this approach derives from the influential position of our spokespeople; the trainers. The potential customers have already vested trust in these people, and look to them for guidance and information in their active health programme. One advantage is the cost/benefit equation. It will be relatively inexpensive to provide the product to the trainers, and will deliver our “message” directly to our target market. Another advantage would be the direct, person-to-person advocacy of our solution; a highly tailored sales presentation that would be almost irreproducible via any other delivery medium.
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Message Consistency With Brand/Other Advertising Efforts Sales Promotion 1: Social Media
The company slogan is, “For working warriors looking to balance the daily grind with an active life-style. Our products are designed to improve your lives at the gym, on the road and in the office. Life is tough; that’s why we use the best materials when crafting our products so you’re always prepared no matter what’s thrown your way.” The image M-Edge is trying to portray is all about fitness. The goal is for the consumers to workout out and improve their lifestyles. By using the M-Edge products you are enhancing your workout and providing yourself with the ability to enjoy yourself. The products make gym life a little more convenient. Our goal with the contests is basically the same idea. We want people to enjoy our products at the gym and encourage people to use them while they are working out. The goal is to have people post our pictures with our products showing our audience that our products are useful and convenient when it comes to working out.
Sales Promotion 2: Provide opinion leaders (training professionals) with M-Edge products
Because we are delivering the message in situ, actually showing the product in a setting and in use by someone the audience trusts, we are perfectly addressing the core message and audience. We must provide, in addition to the actual product, informational materials to allow/encourage the trainers to explain/promote our solutions. Our “image” is enhanced by its delivery; the trust and respect the audience has for the deliverer of the message (trainers) is going to be much higher than an impersonal appeal.
Analysis of Competition EffortsSales Promotion 1: Social Media:
Mophie: Mophie used Instagram to create a social media competition with the hashtag #socketsuck-ers. Similar to M-Edge competition, they engaged their audiences by offering rewards and.considering what their audience would take action for. In Mophie’s Instagram campaign, the brand invited its fans to take photos of people who have to sit in odd places in order to charge their smartphones. The win-ners each received their newest product at the time, the powerstation XL. They also gave away a larger grand prize: an iPad Mini, juice pack and mophie “Members Only” jacket.
Compared to M-Edges social media competition, Mophie has an advantage in their competition. They offer several prices and a grand prize. They also used other social media channels to help promote the contest and push the hashtag across Instagram, Twitter, Facebook, Pin-terest and Google+. The focus was really on Instagram to keep it as visual as possible. On Facebook and Google+, they created albums dedicated to re-posting the best submissions in the competition.
Anker: Anker offer charging stations, power banks, phone cases and
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screen protectors and they advertise themselves as the America’s #1 USB charging brand.They had a competition on their Facebook site where they let their competitioners have a say on
their Facebook page. The competition was to help Anker create a new tagline for their “About section.” The winner would win three of their brand new Anker PowerCore 20100 portable chargers. This competition is a bit different from M-Edge where we use a hashtag, but they were successful and received a lot of feedback. The winner posted an image of the price he received which creates a trust for the brand from other followers.
Otterbox: As of right now, Otterbox has no giveaways going on, but they did have one during Christ-mas time of last year. The contest was called the 12 days of Christmas. Everyday until Christmas they were asking people to post pictures on instagram in order to be considered in a drawing to win a free case, Drybox, and Otterbox swag pack. Participants had to submit a photo that they interpreted as their own 12 days of Christmas. Once you submitted the photo you had to hashtag #12daysofcases and the entry had to be in before 11:59 pm MT each day of the contest. Only one entry per day.
Otterbox could have done a little more with this contest in order to promote sales and brand aware-ness. Hashtagging their name could have gained so many more followers. Or if people had to post pictures of phone cases but still incorporate the theme of 12 days of Christmas. The winner of each day should have had to post a picture with their new cases and use the hashtag #Otterbox. Otterbox is one of the most popular phone cases in the market today, so we can see why this didn’t have many stip-ulations. From reading the giveaway description the company didn’t seem too worried about gaining followers or popularity. One advantage that Otterbox has over a lot of other companies due to that fact that they are already well known and they have a loyal customer base established.
Sales Promotion 2: Provide opinion leaders (training professionals) with M-Edge products
Mophie: Mophie has a branding service, allowing businesses to apply their logos to Mophie products. This doesn’t really obtrude on our strategy. They formerly had an investment/endorsement deal with NBA star Carmelo Anthony (which has since lapsed.) While this is similar to our “opinion leader” strate-gy, ours is a more personal approach.
Anker: Anker has a “Power Users” program, where individuals can “sign up to receive free samples of existing and pre-release products in exchange for insightful and unbiased feedback.” Again, while similar to our strategy, this is a more diffused approach, and doesn’t necessarily carry the same opin-ion-leading weight ours does.
Otterbox: Otterbox has an “Affiliate Program,” which couples them with existing, online sources to spread brand awareness and push sales. It seems to be a click-banner set-up, and frankly, rather scat-tershot. Again, our competitive advantage comes from the in-person, trusted channel our message is coming through, coupled with the tightly focussed audience we are reaching.
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Direct Marketing StrategySurvey via emailIntroduction video
Objectives
The objective of each effort is to promote and create brand awareness for M-Edge. Gaining attention from consumers.
Email Survey - The objective of the email survey is to discover who are our customers, and to begin a conversation with them. By engaging the actual people who will potentially be using our products, we can identify their specific wants and needs, to better serve them, while inviting them to be part of the process can help them to identify with our brand, and to create initial buy-in to the brand and prod-ucts.
Introduction video - The objective of the product introduction video is to show consumers an active example of the product. We want to make M-Edge a viable option for their mobile accessory needs. By showing something that inspires and motivates them through the video, we will be able to influence their decision towards purchasing M-Edge products.
Attention and Reception
The survey is effective because it is an efficient and not too demanding direct marketing effort in regards of the audience’s participation. Because we are inviting them to a conversation, their participa-tion gives them a stake in what comes next. Follow up communications will help to show them that a) they are being heard, b) that their input is important, and c) that their opinions lead to change.
To have an introduction video help cover the basics about our brand that our audiences have to know before purchasing one of our products. The video will cover the Beast, which is one of the newest prod-ucts, and the video will grab people’s attention and reception. Designed to be striking and worthy of being passed along to friends in their social media circles, the hope is that reach will be extended via “virality.”
Central vs Peripheral Route Message Processing
The survey is more likely to generate peripheral route processing. With the survey there is lower involvement with the product, they have little reason to pay attention to or comprehend the central message of the ad. The survey, while eliciting facts about our potential (and existing) customers, leads to a sense of “belonging” and being part of the process; part of the team.
The introduction video is more likely to generate central route process-ing because the consumer level of involvement is high. Consumers are
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motivated to pay attention to product related information such as product attributes and benefits. Our target market is composed of successful, motivated professionals who as a matter of course pay close attention to factual, technical information.
Advantages/Disadvantages
Some of the advantages of using a survey is the relatively low cost of conducting web surveys in comparison with other methods. They are convenient for respondents to take on their own time and at their own pace. With surveys you can get specific answers to what you are looking for. The personal nature of the survey (which could be modified for demographic and geographic targeting) invites the respondents to feel more invested in the product/process. It can be a more personal conversation than broadcast advertising.
Disadvantages could be that surveys of the general population that rely only on the Internet can be subject to significant biases resulting from undercoverage and nonresponse. Not everyone in the U.S. has access to the internet, and there are significant demographic differences between those who do have access and those who do not. However, our target market by definition does not suffer from these lacks; active, mobile professionals have the technology and connectivity we seek to support. Surveys are time consuming. Consumers do not get anything out of taking a survey. If there is no incentive, peo-ple might not be interested in participating.
Advantages of using a introduction video is that we will be able to introduce our brand to potential customers, convey emotion and personality, improve overall website experience and hopefully impress potential customers. They can go viral, and videos can get higher rank rather than regular pages with written text and images. -> consider: “Short videos are easy to share with friends and family. When people come across an interesting product or invention, often, they will share it with those they know.” It is easier to watch a video, especially if its short to keep the audiences interest. Furthermore, an intro-duction video consists of a one-time investment for production, so the cost is relatively cheaper than other potential marketing strategies.
Disadvantages could be that the video can have a long loading screen, some customers might be impatient or have a slow Internet connection. It can be an issue to get the video to show and work in different browsers. The fact that it’s a commercial, people do not enjoy watching ads. Videos must be creative to keep the audience interested.
Message Consistency With Brand/Other Advertising Efforts
The survey is to create brand awareness and to explain M-Edge. We want to make the respondents feel that they are effecting positive changes in the brand and the product; that their input matters. The message strategy has three components, verbal, nonverbal and technical. The survey is using the verbal and technical components. The verbal is choosing the right vocabulary, and the right copy to relate the message to the consumer. The technicality of the survey is making sure that the slogan and the logo are displayed correctly throughout the survey.
The introduction video uses all three components to portray the mes-
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sage of brand awareness for our company. The nonverbal is communicating the graphics, any visuals in the video and the relationship to our target market audience. The verbal message is that our word choice have to be clever and well-chosen. By taking advantage of motivational phrases, buzzwords and M-Edge’s positioning statement, we can craft a verbal narrative in the ad that is effective and enter-taining. The technical strategy is to make sure that we represent the logo and the brand in the video clearly. These efforts will hopefully spark interest in our consumers and make them curious about our products and try them out, which is our goal.
Analysis of Competition Efforts
Mophie’s direct marketing strategy:
Conduct bi-annual New York and San Francisco media tours to showcase product and demonstrate new innovations, targeting consumer media
Execute promotions with general consumer brands to make external rechargeable battery relevant to consumers’ everyday needs
Participate in key consumer technology events to develop relationships with industry media contactsDrive social media engagement through promotions, giveaways and key co-branding partnerships
Belkin strategy:Extensive discovery and marketing researchCompetitive analysisContent creation and consulting for copy, videos, and press releasesBlogger and PR outreachContent distribution strategyLanding page development and optimizationConversion rate optimizationSEO keyword research and recommendationsBoth these companies have competitive advantage that M-Edge could be doing to promote and
create awareness for the brand. M-Edge could do more networking, tours, social media. Promoting M-Edge through social media will help them gain followers.
WhatWeSay
WhatWeDo
WhatWe
Confirm
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IntegrationAs a company our plan is to integrate brand awareness and focus on our target market to increase
sales and revenue. Our planned message is targeted to busy professionals. We are presenting ourselves and our prod-
ucts as the best and only choice for these particular people. We are using social media and targeted promotions to increase mindshare in a crowded market.
Our product and service message must support our marketing plan. If the audience feels we haven’t delivered on the promise, they will simply turn back to known products and brands.
Because we are putting our message out in the social media space, we are losing a good deal of control of our message; the unplanned messages must be carefully considered before we promote our plan. We also have to take into considerations how are videos, hashtags, and other promotions might affect our audience.
By implementing and monitoring our integration process will then result in enhanced relationships with customers, which leads to customer loyalty and ultimately greater brand equity.
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Communication EffectivenessWhile an increase in sales would be nice, and could possibly signal better brand awareness, our direct
indicators of the effectiveness of our proposed Integrated Marketing Communications Strategy will be:Social Media Engagement: by using social media analytics, we can track engagement, and thereby
the effectiveness of our placement and messaging.Site Hits: Google Analytics will be used to assess our message-specific elements on the M-Edge web-
site, to track who is seeing our message, and what they’re doing with it once they’ve seen it.Views and Shares on Videos: YouTube and social media analytics will provide us with excellent feed-
back on the effectiveness and penetration of our video messages; this information will help us refine the videos and fine-tune their placement.
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Appendices (Marketing Materials)
SWOT AnalysisCompetetive AnalysisUser PersonasOnline Marketing SurveyOnline and Social Media VideosMedia Contacts List
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SWOT Analysis
Strengths:
Very targeted audienceRugged constructionConvenienceOne of the leading tech accessories brandsFun/trendy designsSpecific nicheCheaper than some of their competitioners
Weaknesses:
Limited brand awarenessMany established competitorsOwn retail store?No- or weak placement in big retail stores (Walmart, Target)Small market share
Opportunities:
Chance to define ourselves as market leaders for our segmentRapidly growing marketAudience already tech-savvy; our message is more likely to reach them than traditional channelsMaking usage of a hashtag would increase brand saturation. Something like #WorkingWarrior or #MorePower both of which are unused.
Threats:
Late to marketMuch larger, established competitionA lot of competitionersBetter known brands can boast stronger cases (because of their establishment).
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Belkin Mophie AnkerOVERVIEW:They have moved into the pow-er bank market recently. They have cases for most phones. They have every type of mobile device accessory.
OVERVIEW:Mophie has the hashtag #stay-powerfulThey offer a base of an artsy, ac-tive lifestyle. They have wireless charging cases for Apple devices and Samsung Galaxys.
OVERVIEW: They offer charging stations, power banks, phone cases and screen protectors. They adver-tise themselves as the America’s #1 USB charging brand.
Additional value:Student discounts. LTO - coupons on website for 10% off order
Additional value: #staypower, competitions on the website using this hashtag
Additional value: Customers can sign up to receive free samples of existing and pre-release in exchange for feedback
Details:Fitness Focused “Leave nothing behind ex-cept your competition” Has three different brands: Belkin, Linksys, and WeMo all focus-ing on different aspects of the market business
Details:The number one selling battery case manufacturer in North America. Creator of the Juice Pack: the first ever mobile battery case certified by Apple. Creator of the Space Pack: the world’s first rechargeable battery case with local built-in storage.
Details:Was founded in 2009 by a group of friends working to-gether at Google. Industry lead-er in mobile power. There vision is to create a world where mobile truly means mobile.
Cost:Prices Range from:$3.99- $49.99
Cost:iPhone $59.95 - $149.95 Samsung $99.95 More expensive than M-Edge
Cost:
Competitive Analysis
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Speck Spigen SGP OtterBoxOVERVIEW:They boast “military-grade” pro-tection. Their designs are highly unique so they may be tailored to each individual, but their price point is higher.
OVERVIEW:Safety and minimalism are target points for them. Their cases are meant to com-plement the design of the phone while also providing good protection. They also have accessories that are meant to be “tough”.
OVERVIEW: “For that rugged and tough use, the otterbox cell phone case is ide-al. This brand is popularly known for offering rugged cases for your tablets and smartphones. Besides, the innovative design makes your phone stylish.”
Additional value:Since 2001 they have been making distinctive products for the world’s top smartphones, tablets, laptops, watches, and backpacks. Their promise: Pro-tection without compromise. You get optimum protection, beautiful design, sleek lines, and purposeful details.
Additional value:Spigens slogan is “Something you want.” They have a Fac-tory outlet where they sell their products for affordable prices.
Additional value:The number one selling case in the US. Their slogan is “we engineer confidence” The confidence to make your mobile world truly mo-bile. They enhance your technolo-gy and help it survive your life.
Details:Roots are located in Silicon Valley, their team is dedicated to bringing their ideas to life with products that not only fit your devices but your lifestyle
Details: They are located in Irvine, California. They offer a 30-day satisfaction guarantee to their customers, a 2 year warranty and free shipping. .
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Competitive Analysis
User Personas
26
Cla
ra A
nders
on is a
hard
work
ing w
om
an w
ho loves
spendin
g tim
e w
ith h
er
thre
e c
hildre
n a
nd h
usband.
Cla
ra b
iggest str
uggle
at th
e m
om
ent is
to fin
d a
bala
nce
betw
een w
ork
, gym
and fam
ily life. T
he g
ym
is h
er
escape fro
m r
eality
when life g
ets
too s
tressfu
l. C
lara
loves h
er
gym
, and tries to a
ttend e
ither
gym
cla
sses o
r
just go for
a r
un o
n the tre
adm
ill. D
uring v
ery
busy
weeks, she d
rives s
traig
ht to
the g
ym
fro
m w
ork
at le
ast
twic
e a
week, w
hile h
er
husband takes c
are
of th
e
childre
n.
Healthy
Adventu
rer
Pla
nner
MO
TIVA
TIO
NS
PER
SON
ALI
TY
TEC
HN
OLO
GY
GO
ALS
FRU
STR
ATIO
NS
IT a
nd Inte
rnet
Softw
are
Mobile A
pps
Socia
l N
etw
ork
s
Extr
overt
Intr
overt
Sensin
gIn
tuitio
n
Thin
kin
gF
eeling
Judgin
gP
erc
eiv
ing
Fin
d tim
e a
nd m
otivation to w
ork
out on a
daily b
ases
To b
e a
ble
to e
asily g
o s
traig
ht to
the g
ym
fro
m the o
ffic
e
Managem
ent
Tim
e m
anagem
ent
Tra
ffic
To b
ala
nce w
ork
life
and b
ein
g a
moth
er
BIO
The C
are
giv
er
Seattle
, W
A
Advanced
Marr
ied w
ith 3
childre
n
Event P
lanner
37
STAT
US
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ER
Gro
wth
Socia
l
Incentive
Fear
Acheiv
em
ent
Pow
er
“For
me,
the
gym
is im
porta
nt
beca
use
it is
my
esca
pe
and
my
ther
apy
.”
PER
SON
A PR
OFI
LECLARAA
NDER
SON
27
LOG
O
PERS
ON
AL
QU
OTE
PER
SON
ALI
TY
TEC
HN
OLO
GY
BR
AN
DS
BIO
NA
ME
IT a
nd
In
tern
et
So
ftw
are
Mo
bile
Ap
ps
So
cia
l N
etw
ork
s
Extr
ove
rtIn
tro
ve
rt
Se
nsin
gIn
tuitio
n
Th
inkin
gF
ee
lin
g
Ju
dg
ing
Pe
rce
ivin
g
Gro
wth
So
cia
l
Ince
ntive
Fe
ar
Ach
eiv
em
en
t
Po
we
r
MO
TIVA
TIO
NS
GO
ALS
FRU
STR
ATIO
NS
(Th
e o
bje
ctive
s t
his
pe
rso
n h
op
es t
o a
ch
eiv
e)
(Sh
ad
e b
ar
to d
esire
d le
ve
l)
(Th
e p
ain
po
ints
th
ey’d
lik
e t
o a
vo
id)
IMA
GE
QU
OTEST
ATU
S
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ER
PER
SON
A TE
MPL
ATE
FULL
NA
ME
LOG
O
PERS
ON
AL
QU
OTE
MO
TIVA
TIO
NS
PER
SON
ALI
TY
TEC
HN
OLO
GY
BR
AN
DS
GO
ALS
FRU
STR
ATIO
NS
BIO
FIR
ST LAS
T
IT a
nd
In
tern
et
So
ftw
are
Mo
bile
Ap
ps
So
cia
l N
etw
ork
s
(A c
olle
ctio
n o
f g
reysca
le
bra
nd
lo
go
s r
ep
rese
ntin
g
the
use
rs f
avo
rite
bra
nd
s)
Extr
ove
rtIn
tro
ve
rt
Se
nsin
gIn
tuitio
n
Th
inkin
gF
ee
lin
g
Ju
dg
ing
Pe
rce
ivin
g
Gro
wth
So
cia
l
Ince
ntive
Fe
ar
Ach
eiv
em
en
t
Po
we
r
STAT
US
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ERC
ha
racte
r m
od
el
Wh
ere
th
ey liv
e/w
ork
En
thu
sia
st/
Pro
su
me
r/P
ro
Sin
gle
or
Ma
rrie
d
Wh
at
the
y d
o f
or
a liv
ing
1-1
00
Ad
jective
1A
dje
ctive
2A
dje
ctive
3
A p
ara
gra
ph
to
de
scrib
e t
he
use
r jo
urn
ey.
Sh
ou
ld in
clu
de
so
me
ba
ckg
rou
nd
le
ad
ing
up
to
a c
urr
en
t u
se
ca
se
.
Go
al 2
Go
al 3
Fru
str
atio
n 2
Fru
str
atio
n 1
Fru
str
atio
n 3
Go
al 1
(Th
e o
bje
ctive
s t
his
pe
rso
n h
op
es t
o a
ch
eiv
e)
(Th
e p
ain
po
ints
th
ey’d
lik
e t
o a
vo
id)
“Per
sona
l quo
tatio
n”(S
houl
d ca
ptur
e th
e es
senc
e of
this
per
sona
’s p
erso
nalit
y)
IMA
GE
(23
5 x
20
5p
x)
PER
SON
A TE
MPL
ATE
Jo
hn
ha
s b
uilt
his
bu
sin
ess f
rom
an
id
ea
to
a s
ucce
ssfu
l
rea
lity
. A
fte
r ye
ars
of
tota
l fo
cu
s o
n b
usin
ess,
an
d v
ery
litt
le o
n p
ers
on
al h
ea
lth
, Jo
hn
is n
ow
try
ing
to
brin
g h
is
pe
rso
na
l a
nd
pro
fessio
na
l life
in
to b
ala
nce
. H
e’s
jo
ine
d a
gym
, a
nd
with
th
e k
ind
of
ap
pro
ach
th
at
ma
de
him
a
su
cce
ss in
bu
sin
ess,
he
’s p
lan
nin
g a
nd
exe
cu
tin
g
ca
refu
lly o
n t
his
. S
till b
usy in
th
e o
ffic
e a
nd
on
th
e r
oa
d,
Jo
hn
ne
ed
s t
o s
tre
am
lin
e h
is im
pe
dim
en
ta.
He
’s t
ryin
g
to in
teg
rate
his
wo
rko
uts
with
th
e r
est
of
his
activitie
s.
Am
bitio
us
Ad
mire
dF
ocu
se
d
MO
TIVA
TIO
NS
PER
SON
ALI
TY
TEC
HN
OLO
GY
GO
ALS
FRU
STR
ATIO
NS
IT a
nd
In
tern
et
So
ftw
are
Mo
bile
Ap
ps
So
cia
l N
etw
ork
s
Extr
ove
rtIn
tro
ve
rt
Se
nsin
gIn
tuitio
n
Th
inkin
gF
ee
lin
g
Ju
dg
ing
Pe
rce
ivin
g
To
bu
ild
an
au
dio
-pro
po
rtfo
lio
To
ke
ep
tra
ck o
f e
ve
ryth
ing
Tra
ffic
To
o m
uch
stu
ff t
o c
arr
y a
rou
nd
Inco
mp
ete
nce
To
ba
lan
ce
wo
rk a
nd
life
art
istica
lly
BIO
Th
e G
en
era
l
Se
att
le,
WA
Exp
ert
Sin
gle
En
tre
pre
ne
ur
56
STAT
US
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ER
Gro
wth
So
cia
l
Ince
ntive
Fe
ar
Ach
eiv
em
en
t
Po
we
r
“I’m
goi
ng to
get
my
phys
ical
life
in
syn
c w
ith m
y pr
ofes
sion
al li
fe.”
PER
SON
A PR
OFI
LEJOHN
SMYT
HE
Jennifer
Matthew
s is a
20-y
ear-
old
college s
tudent at
Weste
rn W
ashin
gto
n U
niv
ers
ity. S
he is c
urr
ently a
freshm
an, m
ajo
ring in B
iolo
gy. Jennifer
was b
orn
and
rais
ed in B
ellin
gham
, W
ashin
gto
n. W
hen s
he is n
ot
stu
dyin
g o
r w
ork
ing s
he loves to e
njo
y the o
utd
oors
.
She is v
ery
passio
nate
about hik
ing a
nd b
elieves it
help
s h
er
relieve s
tress. H
er
big
gest challenge s
ince
she s
tart
ed c
ollege w
as m
anagin
g h
er
tim
e. S
he w
ants
to s
tay p
hysic
ally a
ctive b
ut is
havin
g tro
uble
fitting
every
thin
g into
her
schedule
. Jennifer
hopes that she
can fig
ure
out a w
ay to s
tay p
hysic
ally fit a
nd b
e a
successfu
l college s
tudent.
Focused
Am
bitio
us
Young
MO
TIVA
TIO
NS
PER
SON
ALI
TY
TEC
HN
OLO
GY
GO
ALS
FRU
STR
ATIO
NS
IT a
nd Inte
rnet
Softw
are
Mobile A
pps
Socia
l N
etw
ork
s
Extr
overt
Intr
overt
Sensin
gIn
tuitio
n
Thin
kin
gF
eeling
Judgin
gP
erc
eiv
ing
Socia
l re
levance
Main
tain
physic
al health
Bala
ncin
g s
ocia
l in
tera
ctions a
nd s
choolw
ork
Fin
ancia
l sta
bility
Tim
e m
anagem
ent
Tim
e m
anagem
ent
BIO
The Innocent Y
outh
Bellin
gham
, W
A
Begin
ner
Sin
gle
Stu
dent
22
STAT
US
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ER
Gro
wth
Socia
l
Incentive
Fear
Acheiv
em
ent
Pow
er
“Kno
wle
dge
is P
ower
”
PER
SON
A PR
OFI
LEJENNIFER
MAT
THEW
S
28
LOG
O
PERS
ON
AL
QU
OTE
PER
SON
ALI
TY
TEC
HN
OLO
GY
BR
AN
DS
BIO
NA
ME
IT a
nd
In
tern
et
So
ftw
are
Mo
bile
Ap
ps
So
cia
l N
etw
ork
s
Extr
ove
rtIn
tro
ve
rt
Se
nsin
gIn
tuitio
n
Th
inkin
gF
ee
lin
g
Ju
dg
ing
Pe
rce
ivin
g
Gro
wth
So
cia
l
Ince
ntive
Fe
ar
Ach
eiv
em
en
t
Po
we
r
MO
TIVA
TIO
NS
GO
ALS
FRU
STR
ATIO
NS
(Th
e o
bje
ctive
s t
his
pe
rso
n h
op
es t
o a
ch
eiv
e)
(Sh
ad
e b
ar
to d
esire
d le
ve
l)
(Th
e p
ain
po
ints
th
ey’d
lik
e t
o a
vo
id)
IMA
GE
QU
OTEST
ATU
S
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ER
PER
SON
A TE
MPL
ATE
FULL
NA
ME
LOG
O
PERS
ON
AL
QU
OTE
MO
TIVA
TIO
NS
PER
SON
ALI
TY
TEC
HN
OLO
GY
BR
AN
DS
GO
ALS
FRU
STR
ATIO
NS
BIO
FIR
ST LAS
T
IT a
nd
In
tern
et
So
ftw
are
Mo
bile
Ap
ps
So
cia
l N
etw
ork
s
(A c
olle
ctio
n o
f g
reysca
le
bra
nd
lo
go
s r
ep
rese
ntin
g
the
use
rs f
avo
rite
bra
nd
s)
Extr
ove
rtIn
tro
ve
rt
Se
nsin
gIn
tuitio
n
Th
inkin
gF
ee
lin
g
Ju
dg
ing
Pe
rce
ivin
g
Gro
wth
So
cia
l
Ince
ntive
Fe
ar
Ach
eiv
em
en
t
Po
we
r
STAT
US
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ERC
ha
racte
r m
od
el
Wh
ere
th
ey liv
e/w
ork
En
thu
sia
st/
Pro
su
me
r/P
ro
Sin
gle
or
Ma
rrie
d
Wh
at
the
y d
o f
or
a liv
ing
1-1
00
Ad
jective
1A
dje
ctive
2A
dje
ctive
3
A p
ara
gra
ph
to
de
scrib
e t
he
use
r jo
urn
ey.
Sh
ou
ld in
clu
de
so
me
ba
ckg
rou
nd
le
ad
ing
up
to
a c
urr
en
t u
se
ca
se
.
Go
al 2
Go
al 3
Fru
str
atio
n 2
Fru
str
atio
n 1
Fru
str
atio
n 3
Go
al 1
(Th
e o
bje
ctive
s t
his
pe
rso
n h
op
es t
o a
ch
eiv
e)
(Th
e p
ain
po
ints
th
ey’d
lik
e t
o a
vo
id)
“Per
sona
l quo
tatio
n”(S
houl
d ca
ptur
e th
e es
senc
e of
this
per
sona
’s p
erso
nalit
y)
IMA
GE
(23
5 x
20
5p
x)
PER
SON
A TE
MPL
ATE
An
dre
Jo
hn
so
n is a
yo
un
g b
usin
ess p
rofe
ssio
na
l lo
okin
g
for
an
y w
ay t
o in
cre
ase
effic
ien
cy in
his
jo
b a
nd
life
.
An
dre
ha
s a
ba
lan
ce
in
his
life
th
at
wo
rks,
bu
t h
e t
hin
ks
it c
an
be
mo
re e
ffe
ctive
. A
s a
ma
rke
tin
g m
an
ag
er, A
nd
re
sp
en
ds a
lo
t o
f tim
e w
ork
ing
on
id
ea
s.
He
is e
ith
er
in t
he
offic
e o
r a
t th
e g
ym
, so
he
ne
ed
s a
mo
bile
acce
sso
ry
tha
t w
ill a
lwa
ys k
ee
p h
is p
ho
ne
re
ad
y f
or
the
ne
xt
gre
at
ma
rke
tin
g p
lan
.
He
alth
yA
dve
ntu
rer
Pla
nn
er
MO
TIVA
TIO
NS
PER
SON
ALI
TY
TEC
HN
OLO
GY
GO
ALS
FRU
STR
ATIO
NS
IT a
nd
In
tern
et
So
ftw
are
Mo
bile
Ap
ps
So
cia
l N
etw
ork
s
Extr
ove
rtIn
tro
ve
rt
Se
nsin
gIn
tuitio
n
Th
inkin
gF
ee
lin
g
Ju
dg
ing
Pe
rce
ivin
g
Ma
xim
ize
effic
ien
cy
Ha
ve
fo
cu
sd
, ta
rge
ted
tim
e in
th
e g
ym
Wa
stin
g T
ime
Sta
y in
sh
ap
e
BIO
Th
e E
ffic
ien
cy E
xp
ert
Be
lle
vu
e,
WA
Ad
va
nce
d
Sin
gle
Ma
rke
tin
g M
an
ag
er
28
STAT
US
AG
E
LOC
ATIO
N
OC
CU
PATI
ON
AR
CH
ETYP
ETI
ER
Gro
wth
So
cia
l
Ince
ntive
Fe
ar
Ach
eiv
em
en
t
Po
we
r
“For
me,
eve
ryth
ing
is a
bout
do
ing
thin
gs in
the
smar
test
, fa
stes
t way
pos
sibl
e.”
PER
SON
A PR
OFI
LEANDREJ
OHN
SON
29
Online Marketing Survey
30
Online and Social Media Videos“Viral” Videos
30-second “How-To” Videos
31
Media Contacts List
32
M-Edge Media Contacts ListInfluencer
RankContact Name Outlet Contact Topic Contact Title Media Type Outlet Topic Social Profile Email
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