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Polar - Q4 Digital Campaign

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by

Liz Box

on 24 September 2013

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Transcript of Polar - Q4 Digital Campaign


Q4 Digital Campaign


STATE OF PLAY
Where is Polar now?
THE CAMPAIGN
"Get Smart With Polar"
FINANCIALS
An agreed budget needs to be applied across the aforementioned areas to have the desired impact. An initial range of £40 - 50,000 was discussed.
The numbers
The content
Summary
We need to bridge the gap between Nike, Garmin and Suunto in Social Media - content quality / user benefit

CONSUMER ENGAGEMENT STRATEGIES
#PolarPB
Training smarter with Polar brings results - #PolarPB
Existing Twitter, Facebook & Instagram users tweet and post about PBs
Top #PolarPB of the week recognised / entered into incentive prize draw
Positive gains attributable to Polar
Digital Activation
PSG has a media buying and planning division, spending over £3 million in niche markets.

PSG would present a digital media plan in line with the aforementioned to deliver the desired impact

£15 - 25K




Ambassadors
PSG would negotiate selected ambassador programs and ensure schedule of rights is activated and managed to give the desired stand out

£10 - 20K
Management
PSG would formalise the strategey and implement the digital plan from Oct 1st 2013 to Dec 31st 2013.


£15K
Based on Jim Harvey's speech structures
THE MESSAGE
Don't just Get Fit, Get Smart
Train smarter, and see real improvements
Motivates and informs
Achieve more
Smart Coaching
Polar RC3
Smartest watch on the market
Educate consumers
Smart Coaching features
www.polarpersonaltrainer.com
Polar H7
Polar Beat - the world's smartest training app

Plan, Train, Analyse, Share
Polar 150 Challenge
Early New Year's Resolution
User challenge: get heart rate above 150 for 20 minutes every day for 15 days
Daily updates - posts and tweets
Existing Twitter, Facebook & Instagram
Engage with training 'story'
Daily use shows benefits in a short timescale
DIGITAL ADVERTISING
To support the digital campaign, strategic advertising plans need to be put in place. There will be three phases for the advertising in order to have the desired long term impact......awareness drive / activate the offer / follow up sales
Digital and Forums
Identify partner websites
Establish forum / user interaction
Analyse database size / access
Look into research opportunities ie consumer surveys
Display ad opportunities
CTR analysis via strong creative examples to drive traffic to website
Facebook Ads
Target fitness / running enthusiasts
Drive traffic through incentives
Enhance awareness of Polar
Activate campaign sign ups via ambassador / existing assets
Create Facebook 'Likes' initiative
Google Adwords
Conduct analysis on key search terms
Cost analysis on most effective selection
Budget consideration on creating effective campaign
SUPPLIER AND MEDIA PARTNERS
To fully integrate the campaign, PSG would examine broader media and utilise supplier partnerships to spread the net as far as possible
Supplier Partners
Use existing relationships and good-will to encourage each partner to provide support through Social Media channels
Supplier partners are per-existing advocates of Polar products
Get behind campaign - use the hashtag, share their stories
Public are then encouraged to pit themselves against these professional sportspeople
Media Partner
Identification of media brands with existing and strong digital presence
Examine partnership / support opportunities in conjunction with PR & Comms team - editorial / competitions
Social Media focus on followers - pyramid of influence
AMBASSADORS
Polar has a strong association network and a broad part of our campaign seeding would start with existing partners. It is worth exploring additional opportunities.....
THE TOP 10
Identify 10 of the UK's most active PTs and FIs
Criteria based on their digital footprint - followers / viewers
£1,000 per instructor
Schedule of rights include pre agreed number of communications, testimonials and image rights usage....discuss
The Celeb
Identify celeb with appeal
Someone who considers themselves a true recreational runner
Someone with a strong digital presence
Someone both men and women can relate to
Existing Assets
Sale Sharks
UK Athletics
Professional Game Match Officials
England Hockey
prozone
Rugby Football League
Rugby Super League
League Managers Association
RFU Women
POLAR OBJECTIVES
SALES
TRAFFIC
DATA CAPTURE
AWARENESS
"GET SMART WITH POLAR"
PSG CREDENTIALS
PSG has embraced the digital age and offers comprehensive digital solutions as part of its marketing services. Our team of experts have created high impact digital campaigns for a broad variety of clients from leading hotel chains, tourism organisations, athletes, rights holders and brands......some headline examples:
TOM DALEY
Facebook: over 1.4 million likes
Most 'talked about' Olympic athlete in the world on Facebook

Twitter: over 2.4 million followers
3rd most followed sportsman in UK, top 15 globally

Instagram: over 860,000 followers
BROWNLEE TRI
Create platform to promote event

Constant communication to build excitement
Tips, competition, information

3,214 followers on Twitter since launching on June – still growing on daily basis

955 likes on Facebook

Build website to communicate all information
THE BOAT RACE
ETIHAD AIRWAYS
Two upcoming campaigns:

#passtheball - engage 10,000+ staff with the airline's global sponsorship of Manchester City - branded football will travel across Etihad network

#cominghome - encouraging fans to share their 'coming home' experiences with the brand - driven across national (Harlequins Rugby) and global (Abu Dhabi Grand Prix and MCFC) sponsorships
In 2011, re-launched Boat Race website and associated social media channels

Over 500,000 interactions across Boat Race social media platforms

Over 1.3 million followers across Boat Race related media, personalities and partner Twitter accounts

Over 500 tweets per minute about The Boat Race during 2012 Race

2013 Tideway Week - over 50,000 tweets including "The Boat Race"

#WhichBlueRU campaign - encourages public to support
THE BOAT RACE
TOM DALEY
BROWNLEE TRI
ETIHAD AIRWAYS
AIMS
Create a campaign / message / theme
Create standout & valuable digital content
Utilise existing assets eg Sale Sharks to align the brand and reach as broad a digital footprint as possible
Target retail partners digital reach
Announce incentive campaign / benefits
Instil consumer confidence - TRUST
Activate sales offers
Gather data

THE SOCIAL ASPECT
We need to create an active community of like minded individuals committed to getting fit and bought into Polar as being their guiding partner in their efforts.
Messaging
"Get Smart with Polar"
Smart Coaching
It's simple, effective and fun
Polar Heritage
Let Polar guide your training......take control with Polar today

The Products: RC3 and H7

Content
Polar: training updates/tips/education

Partnership Organisations

Retail
Example
Rachel Riley
Strong digital presence already: 132,000+
Attractive, fit and smart
Growing profile in Q4 time period
Existing Assets
Digi footprint
Incentive
Win a place in the Abu Dhabi Triathlon
Sign up and be entered into the trip of a lifetime
Coming soon...
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