NikeVisionPRL 215Made by Junxian Qu

Presented byLeah Fagen, Darby Malkin, Kelly O’Hara, Junxian Qu

PART ONE

Organizational OutlineOrganizational Need

Organizational Outline

Nike, Inc.

• Founded on January 25, 1964.• Headquartered near Beaverton,

Oregon.• World’s largest footwear, apparel and

equipment company. • Research Labs.

Phil KnightChairman of the Board of Directors

Mark ParkerPresident and CEO, Nike, INC.

Trevor Edwards President, NIKE Brand

“bring inspiration and innovation to every athlete in the world.”

           “If you have a body, you are an athlete.”

Top Executives

NikeVision

• A virtual reality device• Remain cutting-edge and

competitive.• “Create products, services and

experiences for today’s athlete while solving problems for the next generation.”

Execution

• Announcement: Oct. 1, 2016• Launch date: Nov. 1, 2016• Social media campaign• Facebook, Twitter, Instagram,

YouTube, Snapchat, homepage• Live launch event

PART TWOGoals and ObjectivesMedia AuditSocial Media Plan

Social Media Audit

OtherFacebookTwitterInstagram

• 43.5M followers• 832 posts• 3 times per week• Nike lifestyle • Use hashtags • Nike community• Creative visual

content

• 5.9M followers• 22.9k tweets• Multiple times a day• Multiple accounts• Account for women• Hashtag of “JustDoIt”• Engagement• Responds

• 24M followers• Shop now button• Post irregularly• Multiple accounts• Engagement• Links

Pinterest:• 150K followers• Multiple times a

week• account for women

Snapchat• Branded geofilters• Interactions

Social Media Audit

• Emphasize on social media• Twitter, Facebook, YouTube and

Instagram, Nike+• Hashtag “#JustDoIt”• Engage with customers

10

Goals and Objectives

• Allow users to feel like a part of the launch and announcement.

• Twitter, Facebook, Instagram, Snapchat and YouTube.

• Redefining what it means to work out.

11

Media Calender

12

• Monday, Wednesday and Friday every other week.

• Tuesday and Thursday on alternating weeks.

• #NikeVision.• Tweets will include blog posts,

promotional content and information about virtual reality.

Twitter Strategy

13

• Post every Wednesday.• Each post will feature a

short video demonstrating each of the five NikeVision settings.

• Post pictures of VR users on launch day.

• Statement or quote from the featured user.

Instagram Strategy

14

• Customers can live stream the product announcement on YouTube and Facebook.

• The live stream will feature workout tutorials using NikeVision glasses.

• Snapchat will have a SnapStory for the product launch.

Facebook, Snapchat and YouTube

PART THREETarget AudienceCompetitor Reports

Target Audience

• Age range of 18-34.• Women, young athletes and

runners.• Partners with professional

athletes .• Expand Nike’s audiences • People who are interested in

both working out and technology.

Target Audience – Personas

Whitesboro, NY Westchester, PA Hartford, Connecticut New York City, NY

Student News Anchor Athlete Worker

AgeIncome

Patrick MooreMeredith ConleyAshley Gifford Tom Moore

21 51 12 43$30,000 $94,000 $0 $42,000

Competitor Analysis - Hololens

• Created by Microsoft.• Designed for 3D holograms,

games communications.• Promoted on a custom

Twitter handle.• 1.2k posts, 100k followers.• Uses #Hololens.• Retweets positive reviews.• No specific product details.

• Athletic apparel company.• Twitter account has 700K

followes, 25K posts.• Features motivational and

healthy living content.• Relatable and personal.• Does not promote any of its

products.

Competitor Analysis - Reebok

PART FOURResources and StaffResults and Measurement

Resources and Staff

Internal Resources:900+ Retail Stores

62,000+ employees

400 marketing coordinators

Technology Support

External Resources:

2,000 influential Twitters

25 technology blogs

10 YouTube Celebrities

Resources and Staff

Top 25 Technology Blogs Influential Social Media Accounts

Results and Measurements

Output

OutcomeBusiness

Result

Results and Measurements

EXAMPLE TEXT

Outcome Business Results

Output: online and offline conference celebrity endorsement social media content clippings, TV reports new media contacts competitor reports market research business partners Advertisements press release media pool

Output

Outcomes Shares and comments

Public awareness Brand recognition Total viewership Share of voices

Bounce rates Click rates

Tonality

Business Results Return on investment Employee retention Retail store traffic Online Traffic Brand values Market share Stock Price Reputation Efficiency Sale

Citation

• http://www.nike.com/us/en_us/

• www.businessinsider.com/baby-boomers-spend-the-most-money-2015-6

• http://adage.com/article/agency-news/apple-plans-major-expansion-house-design-team/244033/

• https://www.techunblocked.org/2014/11/top-10-best-tech-websites-blogs.html

• https://www.internetretailer.com/2015/12/01/online-sales-surge-as-stores-sales-drop-start-holiday

• www.statista.com/statistics/250287/total-number-of-nike-retail-stores-worldwide/

• https://www.youtube.com/watch?v=bBZhuqPRx9c

• https://econsultancy.com/blog/62412-how-nike-uses-facebook-twitter-pinterest-and-google/

• http://www.businessinsider.com/nike-is-going-after-3-kinds-of-customers-2015-4

• www.linkhumans.com/case-study/nike

• www.prca.org.uk/default.asp?pid=1295

• http://about.nike.com/pages/community-impact

• http://about.nike.com/pages/our-impacts

• http://image.slidesharecdn.com/competitiveadvantagefornike-110406200840-phpapp02/95/nike-competitive-advantages-28-728.jpg?cb=1335272261