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


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



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




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.




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?

dick's sporting goods social media marketing analysis and proposal

Marketing