Dolan Guhin, Breanna Hawley, Luke Kniffen, and Marisa Streit

121 E. Washington St.

Iowa City

Overview

1. Business Background

2. Current Strategy

3. Proposed Strategy

4. Social Media Channels

Facebook

Twitter

Instagram

5. Measurement

Hootsuite

Background

Current Strategy

• Currently use Facebook, Twitter, and Instagram

• Strategy focuses on products

Proposed Strategy

• Improve content to help increase new running club

membership

• College students and new atmosphere

• Difficult to maintain a school, exercise, social balance

• New Year’s resolution

• Eliminate freshman fifteen

• Healthier lifestyle

• Blog for

Scrapbookers

• Scissors

• Community • National

Conferences

• Engagement• 600% Mentions

led to 300% Sales

Fiskateers

Target Customer

• Jessica and Jake

• Freshmen

• “Freshmen Fifteen”

• PCB

• New Year’s Resolution

• New runner

• Social Media

•Twitter

•Facebook

•Instagram

New Year’s Resolutions

• Making a change• Target

• Changing times mean changes for everything

• Creates loyal customers• Pregnant Couples

• Why Loyal customers?• 10x more likely to

buy

• 6-7x more expensive

New Group in UI Running Club

• Inexperienced Runners•Slower or winded easily

•Shorter routes•Goals•Workouts•Group Runs•Fun activities

•Bar Crawls•Tips for the Inexperienced like this one

Facebook

• Most used social

media platform

• 1,000,000,000

• 79%

• Advertising

• Enhanced

targeting ability

• Groups and Pages

Twitter

● Pictures

● Variety

● Consistency

● Brand Voice

Instagram

• Consistency

• August 12, 2014

• Content

• Have Fun

• Following

• 86:551

• Hashtags

• Interact

Hootsuite

• Your social life in one easy place

• Schedule message to post ahead of time

• Manage your social profiles

• Easy-to-read reports

Final Thoughts

● Improve overall content that engages

○ New Year’s resolution

● Development of a running community

● Improvement across social platforms