New

1. Bob Marley Shop
BobMarleyShop.com is the home of officially licensed Bob Marley
and Marley family merchandise. We specialize in tees, hoodies,
fashion tops, and accessories for the true fans of reggae’s first
family. Nowhere on the internet can you find such an incredible
selection of top quality goods dedicated to the lives, legacies, and
music careers of the Marley family.
A marketing Strategy
Andre Holgate
New Media Drivers License
Prof: Michal Lorenc

2. THE PRODUCT
 CLOTHES
 SHOES
 ACCESSORIES
 MUSIC
This digital campaign targets college/university students who are
the biggest influencers and also some the biggest spenders in the
fashion market today. Creating a campaign that reaches them in their
own world of social media and using people they can relate to as
source of contact is ideal is creating brand awareness. They will
generate much buzz and feedback through the interactive ways that
the campaign is designed for them to visit the blog and website while
attempting to win prizes on various social media sites.

3. BRANDING!

4. SEO: BobMarleyShop

5. The big Idea: Hologram
concert – Spring Break
2013
http://visittothemitmuseum.weebly.com/bob-marley.html

6. Budget
1.1 Million Dollars
 Digital Agencies 120000
 Tickets 50, 000
 Brand Ambassadors 250000
 Hologram Concert 200000
 Paid ads 500000
 Prizes & Miscellaneous - +
 I would estimate this to run somewhere around 1.1 million in total costs
for a campaign that runs late January to gain momentum for Bob Marley’s
Birthday on February 6th to mid April when Spring Break ends.

7. How do we get there?
Target Audience:
 COLLEGE STUDENTS – They are among the
biggest spenders and also the biggest influencers
 BRAND AMBASSADORS – Allow college students
with social influence the opportunity to represent
the brand they are wearing
 INTERACTION – create interaction with the brand
through two way communication such as company
blog, competition, and consumer creativity.

8. Social Media: How big is
your Sphere?

9. Pinterest: Competition is on!

10. Internet & Mobile
Marketing
 Paid Ads
Facebook advertisement
Google Adwords and Google Analytics
 Mobile Marketing – There’s an app for that!
Develop an app that allows you to:
Access the BobMarleyShop.com
Listen to Bob Marley Music
See exclusive hologram performances