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Mission Statement
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GoPro
Mission Statement
The GoPro mission is to help people capture and share their lives’ most meaningful experiences with others—to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun. The world’s most versatile cameras are what they make.
- Founded by Nick Woodman in 2001
- the idea started as simply a wrist strap that could tether already-existing cameras to surfers
- Has grown a a substantial rate
2005- GoPro appeared on QVC
2011- 88 million dollar investment from 5 venture capitalist firms including Riverwood Capital and Steamboat Venture
- Value of 2.25 billion dollars
- Nick Woodman has a net work of 1.3 billion dollars
Hidalgo Advertising
- Based out of Cary, NC
- 15 years of experience
- Goal is to help companies market their products, specializing in repositioning strategies
- Nikon, Dell, and Best Buy
Products
Proposed Campaign
"Go Simple"
Campaign Schedule
Objectives
- Increase sales
- Increase brand awareness using institutional advertising
- Appeal to a larger target market while maintaining the current
Sales Promotion
Contest
We will work to get #GoSimple trending on Twitter and Instagram by creating official GoPro accounts and buying ad space
Then users can hashtag their posts with the #GoSimple hashtag and we will select the best posts to put into the commercial.
Reward: Ten winners get the GoPro HD Hero and a package of accessories plus 10,000 dollars.
Total Campaign Cost = $4,105,000
• Total Commercial Costs
475,000 + 450,000 + 500,000 = 1,450,000
• Total Magazine Costs
(200,000 x 6) + (195,000 x 6) = 2,370,000
• Total Social Media Costs
(2,500 x 35) + (2,500 x 35) + (11,000 x 10) = 285,000
Target Market
Current Target Market
Primary
• Males and females ages 18-30 years old.
• The campaign is not targeted to one specific income group or race.
• Targets all geographic regions within the United States.
• People interested in simple sports and outdoor activities like soccer, tennis, horseback.
• The campaign will interest people who feel that the Gopro will allow them to record their activity in a way not otherwise possible.
- adrenaline junkys
- surfers
- sky divers
- extreme sport enthusiasts
Campaign Target Market
Secondary
• People shopping for others with interests relative to GoPro.
• Broadcasters for sporting events like football and basketball games. Also broadcasters for big competitions like the X-Games and Olympics. It will appeal to stations that feel GoPro will give them and edge and allow watchers to see the sport in a different way with more interactive view.
• Will also appeal to males or females younger than 18, although the campaign will have a more mature approach.
Media
- Commercials
Fox Sports, ESPN, ABC
- Magazine advertizements
ESPN The Magazine & Sports Illustrated
- Social Media
Twitter and Instagram
Costs
Commercials
- ESPN- $475,000 for a one minute commercial
- Fox Sport- $450,000 for a one minute commercial
- ABC- $500, 000 for a one minute commercial
Magazine Advertisements
- ESPN Magazine- $195,000 x 6 issues
- Sports Illustrated- $200,000 x 6 issues
Social Media
- Contest winners- $10,000 dollar each plus $1,000 for GoPro package
- Twitter- $2,500 x 35 Ads
- Instagram- $2,500 x 35 Ads
Profit and Benefits
- Results will be evaluated quarterly through 2015
- We expect sales to reach about 285 million dollars
- Increase the net worth of the company to about 3 billion dollars
- GoPro will be a more recognized brand thats applicable to every day life
- Appeal to a broader target market