Foregoer A SOCIAL MEDIA

STRATEGY

CREATED BY
WHERE WILL YOU GO? ALEXIS CRASE
 Contents

I. N A R R A T I V E Who are we & what makes us different?

II. A U D I E N C E Who is our target customer?

III. M E D I A S T R A T
E G Y How will we utilize paid media?

IV. E X A M P L E S What will our content look like?

V. R
INFLUENCE S How will we utilize influencers?

VI. T H E T E A M What roles do we need filled for this campaign?

E N T
VII. MEASUREM How will be measure success?
 About Forgoer
No matter where you want to go in life, Forgoer is there to keep you
connected, active & stylish.

Forgoer's Traveling Band is wearable technology, built to keep you

accountable for your activity levels, and designed to make sure you always
look put together.

The Traveling Band monitors users' activity levels, heart rate, and sleep
patterns, and it does this all while providing a sleek, stylish appearance that

About Us
can be customized to fit your personality and lifestyle.

What makes the Traveling Band especially unique is that it syncs up to an I-

phone and Android app that allows you to join and organize public and
private challenges. It also syncs with your texts, calls, and calendar to keep
you on track.
WHO IS OUR AUDIENCE?
Forgoer's target customer for the Traveling Band is aged between 20 and
45 and is both male & female. They lead an active lifestyle - they have a
busy career, they travel a lot, they like to hike, run, swim, snowboard, and
they have a vibrant social life.

They likely live in or near a city or metropolitan setting, are more educated,
and make upwards of $40k annually.

Forgoer's customer values organization, appearance and health.

They are young, social, fit and active.

OUR PRIMARY CUSTOMER PERSONA

Megan, 32
Marketing Manager

Location: Chicago, IL
Salary: $65,000
Education: B.A. in Digital Communications,
M.S. in Marketing
Family: Married for 5 years and has a 2
year old son
Lifestyle: Loves to run & do yoga

Kyle, 25
Software Engineer

Location: Palo Alto, CA

Salary: $120,000
Education: B.S. in Engineering
Family: Single
Lifestyle: Enjoys rock climbing, cycling,
and hiking on weekends
Paid Media Strategy
Forgoer will spend $14,000 a month on promoted tweets to
advertise the Traveling Band. One Tweet, with post copy and an
image or video highlighting the product, the company, or users,
will be promoted daily. Forgoer will utilize followers targeting to
promote this Tweet to users who follow other similar brands, such
as Fitbit, Under Armour, and Nike.

Each post will utilize the hashtags #TravelingBand and

#WhereWillYouGo.

Facebook will be delegated $16,000 a month for advertising of

the Traveling Band. Half of this will be budgeted towards
promoted posts and the other half will go towards boosted posts.
One promoted post will be created weekly, featuring an image or
short video highlighting the Traveling Band. Boosted posts
featuring user stories and/or product highlights will be promoted
daily. Both will target consumers worldwide, in the 20-45 age
range.

As with Twitter, Facebook posts will utilize the hashtags

#TravelingBand and #WhereWillYouGo.

In order to target younger, move active consumers, Forgoer will

also spend $11,000 a month on Instagram advertising. Monday
through Thursday, Forgoer will post photo ads highlighting
products and the company. Each Friday, either a video ad or a
carousel ad will be posted, sharing the story of an employee or
product user and where they've gone with the Traveling Band.

As with the other platforms, Instagram ads will also utilize the
hashtags #TravelingBand and #WhereWillYouGo. Additionally,
posts will use hashtags such as #StayActive and #GetFit.
 Influencers
Forgoer will also spread the word about the Traveling Band using
influencers. The influencers targeted will have a voice within the
community of health, fitness, travel, fashion and tech.
The Team
In order to execute this plan, we will need a dedicated and experienced staff,
with a background in graphic design, social media management, digital
marketing, and videography. This staff as a whole will need to support the
structure below in order to provide the most effective and well-rounded
campaign.

Marketing
Director

STRATEGY

CONTENT Digital
Manager
Graphic
Designer

CREATIVE TECHNOLOGY

Content
Developer

The team will be built up of a Marketing Director, who oversees this campaign
and will report directly to the CMO. Reporting to the Marketing Director will be
two Graphic Designers, two Content Developers, and a Digital Manager. The
team will also have a Marketing Assistant and a part-time Social Media Intern
on staff.
How we will Measure Success
THE GOALS OF THE CAMPAIGN
1. To spread product awareness to potential customers; and
2. To get to know people and influencers in the fitness, health and travel
communities on social media.

MEASUREMENT STRATEGY
The primary measurement analyzed will be traffic, since an increase in
visits to the product website correlates with an increase in sales. Included
in this is the number of app downloads, URL shares, and clicks &
conversions, which will be monitored for increases.

Awareness and engagement will also be monitored throughout the

campaign, using metrics like volume, reach, exposure, likes, and
comments.

In general, the campaign would like to see a 10% increase across the
board for the Traveling Band marketing campaign, as compared to the
campaign for its sister product, the Forgoer Fit Watch.