3. The Plan
For Our
Brand
‣Increase brand
awareness using
various social media
sites.
‣Create a new loyal
base of consumers,
while still appealing to
the existing customer
4. What’s The Big Idea?
We plan to run a digital
campaign using the
slogan “By America, For
America”
This slogan will stay true
to the idea that Harley-
Davidson is the
mechanical
embodiment of the
american dream.
Implement Google
Analytics
5. Blogging Builds
Business
Increase awareness
Increase awareness
for ‘Unofficial
Harley-Davidson’
Blog
Monitor what similar
blogs are saying
about us
Be more interactive
with related blogs
6. Pinterest for Business
Launch a By
America, For
America Pinterest
contest
Contestants must
upload and/or repin
photos that express
Harley as the
ultimate American
chopper
7. Post interesting and
engaging photos at
least once a day
Should include
bikes themselves,
merchandise,
and/or loyal
customers
photographed with
a HD product
8. Like us on Facebook
Update facebook at
least twice a week
Must ‘like’ page in
order to see
content
Weekly give-aways
of Harley-Davidson
merchandise
Gain 250 likes daily
9. Twitter Invigorated
Tweet at least three Key Performance
times a day Indicators
Avidly promote Number of ‘retweets’
#ByAmericaForAme Tweets ‘favorited’
rica
Followers gained over
Respond to 20% campaign
tweets a day, Positivity of tweets
positive and relating to Brand &
negative Campaign
10. Summary of Expenses
6 month campaign
5 hrs/wk, Increase of Facebook
$250/hr=$30,000
‘likes’ & Twitter
+$120,000 for twitter ‘followers’, increased
promotion traffic to main
Total=$150,000 website and blog
Increase of annual
sales by 4%
Total Sales
Gain=$5.3Million
