sled shed campaign

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Table of Contents

Executive Summary

Situation Analysis

SWOT

Target Audience

Goals & Objectives

Strategies & Tactics

Budget

Time-line

Research

Media Kit

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6-7

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10-12

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15-17

18+

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Executive Summary

Sled Shed Inc. has been an iconic and unique part of Rexburg Idaho for 21 years now. Sled Shed Inc. has been established as a place for action sports; for the younger, thrill-seeking genereation.

Sled Shed Inc. is a part of the community as mush as any family and is devoted to ensuring the core values that started the company never leave. Values and beliefs are important to adhere to because it shows that customers are not just customers; they are family.

The goal of this campaign is to build upon these core principles and values and expand student awareness. Utilizing social media, sponsored day trips, and a proposal for an updated website, will help acheive this goal.

Sled Shed Inc. is a a unique place that has freindly service and great products and just needs to make the students at Brigham Young University - Idaho more aware of this.

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Situation Analysis

Sled Shed Inc. is comprised of two stores, in one location - Sled Shed Board Shop and Sticks n’ Stones Biking and Climbing. These stores were started at roughly the same time in 1993. In the beginning they operated in separate locations. They are now essentially one and the same store. Although the locations have changed the values and goals that they were built on have not changed. Sled Shed and Sticks n’ Stones operate on the idea that as “one of the small guys” that we can provide superior service in a friendly Mom and Pops environment. They pride themselves on being an integral part of the community.

Many students and locals go the Sled Shed for all of their snowboarding and skateboarding needs. For years they have been catering to the needs of snow and skate enthusiasts with friendly service, knowledgeable staff and excellent environment.

The Sled Shed tends to go unnoticed by students at BYU-Idaho and needs more advertising to create more awareness.

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SWOT

Strengths: -Sled Shed offers a unique service that no one else offers in Rexburg. -Sled Shed has a strong sense of community values. -They have excellent staff that is friendly and inviting. -Offers very unique services that cater to college students. -They house many top-line products. -They are very open to working with customers on a budget.

Weaknesses: -Sled Shed is relatively hidden location. -Small storefront. -Does not have many advertising practices to create awareness. -Weak social media presence, active on Facebook, very limited Instagram activity, no Twitter presence.

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SWOT

Opportunities: -Sled Shed has unique products and services have the potential to attract many more people. -The environment and culture can attract more customers. -Social Media presence can only go up. -They could potentially expand their products and services.

Threats: -Big 5 is their biggest threat for snowboard and skateboard sales, due to Big 5’s low price. -Walmart and Bill’s Bike & Run are their main competition for bike sales. -The current location is not ideal due to the amount of current businesses on Main St.

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Target Audience

Primary: The primary audience is 18-30 year old college males. This audience is prime because males tend to be more into action sports like skateboarding, snowboarding, mountain biking, and rock climbing.

Secondary: The secondary audience is Rexburg locals 18-40 who are into action sports. Those who live in Rexburg on a more permanent basis are more likely to be repeat customers. Repor and familiarity can be built with these customers.

Tertiary: The tertiary audience 18-30 year old college women. Although there are many women who participate in action sports in Rexburg such as rock climbing, they are few and far between.

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Goals & Objectives

-Increase overall social media presence by 40%.

-Increase Facebook friends and likes by 15%.

-Increase Instagram activity by 50%.

-Create a Twitter account and increase activity by 100%.

-Increase awareness by 15% by using advertising and social media.

-Increase sales by 10%.

-Enhance their image of being a cool unique hang-out spot through use of advertising and social community events.

-Create a new website with a shopping mechanic so people can purchase products online.

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Strategy 1: Social Media push

Objective: Increase overall social media presence by 40%.

Tactics: Host weekly Facebook, Twitter, and Instagram discussions using hastags and various keywords. As people come into the store have them log in to Facebook, Twitter, and/or Instagram and give them the opportunity to post about the current week’s discussion. An example would be one week the discussion would be all about the best mountain you have ever hiked. These discussions can also be turned into contests at any time for the most creative post, best picture etc.

This will create buzz and activity within the social media sites. These discussions can be connected to the Facebook group “Rexburg Shredders”, a highly active ski and snowboard group of students.

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Strategy 2: Create website that enables shopping.

Objective: Increase sales by 10%

Tactics: By creating a website that enables online shopping, sales can be increased dramatically. Collaborating with a Web Design student would enable you to get a running site relatively cheap. Utilizing a website with a shopping mechanic will increase sales by at least 10%. The updated site could have the option for shipping or in-store pickup.

The shopping mechanic on the site will allow people to view the product’s benefits and features in the comfort of their home.

To get in contact with a Web Design student speak with:Steve Rigby [email protected]

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Strategy 3: Grand Targhee Trip

Objective: Enhance Sled Shed’s image of being a cool unique hangout spot.

Tactics: Using social media and in-store marketing to create a monthly Sled Shed sponsored trip out to Grand Targhee. Depending on the season this could be a ski/snowboarding trip or a mountain biking trip. Using Facebook’s pages ‘Trips’ page could be easily added and people can RSVP and set up car pools.

Establishing a group like this will enhance Sled Shed’s image as a cool place to hang out with. The entire staff would be present to give tips and tricks to attendees. A group setting allows people to learn from one another and it gives students around Rexburg something to look forward to.

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Budget

Budget for Strategy 1: Facebook, Twitter, Instagram are free to use. The only cost would be the employee who manages these sites. Initial Startup: $8/hr; 3-5hrs/wk= $24 - $40/wkMaintain: $8/hr; 1-3hrs/wk =$8 - $24/wk

Budget for Strategy 2:Domain Name - $10/yearHosting - $10 to $100 a year (depending on traffic & hosting services)Man-Hours - 60+ (depending on the complexity of the site) $25/hr * 60hrs= $1,500Alternative: Approach a web design student to do this for school credit, eliminating the man-hours cost.

Budget for Strategy 3:The social media sites are free to use and run. This is where most of the time would be spent.Employee pay: $8/hr * 12hr day= $96/employeeBYU-I Bus Rental: $0.56 per mile (gas included $25 minimum). This option could be used when events become more popular, until then use the Facebook groups to establish carpools.

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Time-line

The time-line is very flexible for the strategies and are meant to last at least one year.

May-July: Creation of the updated shopping website

May-December: The Wednesday of each week will be devoted to social media presence.

May: Announce the creation of the new website on Facebook, Twitter, Instagram

June: Remind followers and friends about the upcoming Website

June: After social media presence has improved begin with a monthly sponsored trip using the Facebook groups/pages. These events would be best on Saturdays towards the end of the month in order to create buzz and anticipation.

July: Announce the unveiling of the new web site once complete.

July-December: Continue with sponsored events and social media promotions

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Research

These are some possible research questions that could be asked using BYU-Idaho’s survey system Qualtrics.

1) Which of these sports do you typically participate in? Mark all that apply.a. Footballb. Soccerc. Rock Climbingd. Snowboardinge. Skiingf. Recreational bikingg. Mountain bikingh. Skateboardingj. Other

2) Of these stores, where would you go to purchase new equipment and gear? a. Big 5b. Sled Shed / Sticks and Stonesc. Walmartd. Backcountry.come. Dogfunk.comf. Other

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Research cont.

3) Why did you choose this store?

4) On a scale of 1-10, with 1 being never heard of it and 10 being I go there every day, how often do you visit the Sled Shed?

5) On a scale of 1-10, with 1 being doesn’t concern me and 10 being this is the most important aspect, how important is customer service to you?

6) On a scale of 1-10, with 1 being I wouldn’t spend much and 10 being I would spend more than average, how willing are you to purchase quality name-brand products?

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Research cont.

7) Would discounts make a difference for you?a. Yes b. No

8) What kinds of event would you like to see involving rock climbing, mountain biking, skiing, or snowboarding? Mark all that apply.a. Ski swapb. Adventure Excursions (Organized trips)c. Teaching seminarsd. Informational demose. Repair demonstrationsf. Other (Please list)

9) Gendera. Maleb. Female

10) Agea. 18-29b. 30-35c. 36-40d. 41-60e. 61+

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Media KitNews Release

NEWS RELEASE

June 1st, 2014 Contact InformationFOR IMMEDIATE RELEASE Joe Smith – Manager Phone: 208.356.7116 Fax: 208.356.7116 Email: [email protected]

WEBSITE IN PRODUCTIONProducts go online

REXBURG, ID – Sled Shed Board Shop located on Main St. is announcing its creation of a new website that

will improve customer’s buying experience.

Sled Shed board shop is creating a brand new website that will include a new shopping cart mechanic

to allow customers to research the products they offer and purchase them online.

Located on Main St. next to Wells Fargo, Sled Shed offers quality skate, snow, bike and climbing

equipment. Employees are very friendly and have a wealth of knowledge when it comes to their products.

Sled Shed wants to extend that information online.

The current site has been, “Useful but not very user-friendly” said Joe Smith manager of Sled Shed.

“We are excited to update our current site and make the experience that much better”.

The proposed site will have a shopping mechanic with shipping options and even in-store pickup.

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Media Kit cont.Fact Sheet

NEWS RELEASE

June 1st, 2014 Contact InformationFOR IMMEDIATE RELEASE Joe Smith – Manager Phone: 208.356.7116 Fax: 208.356.7116 Email: [email protected]

· Knowledgeable staff

· Great products

· Diverse brands

· Fun interactive environment

· Rock climbing wall

· Reasonable prices

· Wide range of services like repair

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Media Kit cont.Photos

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Media Kit cont.Photos

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Media Kit cont.

FOR IMMEDIATE RELEASE

Sled Shed Board Shop Mountain Biking Trip

Contact:Joe Smith, [email protected]

When: Friday, May 9th 10am to 4pm

Where: Sled Shed store front (meeting place), Grand Targhee Ski Resort

Who: Members of the Sled Shed Adventures Facebook group will be attending a Sled Shed sponsored mountain biking trip.

Why: In an effort to enhance their image as a cool hang out spot, Sled Shed has decided to take 10-15 students along on a mountain biking trip. The purpose of these events is to teach members of the community and stu-dents how to mountain bike and to create a social environment.

What: Bring your own mountain biking and mountain biking gear, if you do not have said equipment then they could be rented through Sled Shed.

Attention Media: Any interviews must be cleared with Joe Smith, Manager at Sled Shed.

Media Alert

sled shed campaign

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