Bill’s Bike & Run PR Campaign Plan

Meg Shaver, Brian Thompson, Jeff Lang, Alex Phippen

PositioningBills Bike & Run is the shop that strives to improve the quality of people’s lives through walking, running, riding, and living an active happy lifestyle.

1. Bill’s Bike & Run provides quality products for people at all fitness levels.

2. Bill’s Bike & Run’s has over 50 years of experience in ensuring the safety and confidence of their customers.

3. Bill’s Bike & Run wants to share their passion for fitness with the community and all those seeking to live a healthier lifestyle.

Key Messages

Goals● Measure and increase foot traffic by 30%.

● Increase Facebook likes by 30%.

● Increase overall sales by 10%.

Campaign Time Period: January 1, 2014 - June 30, 2014

Target AudiencePrimary Target Audience:

-College Students

Secondary Target Audience: - Young Families

SWOT Analysis Strengths:• Quality Products

• Experience in the industry

• Moderately Priced

Opportunities:• Gain a great community presence

• Partnerships with local businesses

• Increased Sales

Weaknesses:● Lack of awareness● Better known competitors● Products are usually seasonal

Threats:● Competitors with lower prices● Awareness taking too long to be built● Trimester student school schedule

Research• Targeted students

• Qualtrics survey of 10 questions

• 400 randomly selected email addresses

• Received 71 responses

Research Findings1. Awareness:

63% said they had heard of Bill’s Bike & Run. 61% of those that had heard of it said they had become aware of Bills Bike & Run just by driving by the Rexburg location.

2. Online Shopping:

When asked where they would first look if they wanted to buy a bike, the highest

percent of students, 39% said either craigslist/amazon or some other online source.

3. Social Media:

97% said they used Facebook as their main social media platform.

Promotion #1: Log Your Miles- Running

❖ Distribute flyers in January

❖ February ❖ 50 miles ❖ Get 10% off one

item of $25 or less

Event #1: Bill’s & Sammy’s Block Party

❖ April 25, 2014 9:00 pm - 12:30 am

❖ Reach the college demographic

❖ Free Advertisments

Event #2: Charity Bike Ride❖ Distribute flyers in March❖ April 26, 2014 from 12-3

pm at Porter Park❖ Proceeds go to Madison

Memorial Hospital❖ T-shirts given to all

registered riders

Promotion #2:Log Your Miles- Cycling

❖May❖ 450 Miles❖Get 10% off one item of

$25 or less

Final PromotionThrough Facebook

❖ June❖ Run or bike to the coolest

location you can find, and take a photo.

❖ Share on Facebook❖ Most “Likes” Gets:

➢ Free Bike Shirt

Time Chart & Budget

Total: $9,628.59

On behalf of all us here we are committed to making Bill’s Bike & Run a successful

establishment dedicated to giving people a better quality of life.

THANK YOU!