2.  Women’s extreme sports brand, most
well- known for its surfing products.
 Has clothing, swim, accessories, shoe,
fitness, kids, surf, and snow lines.
 Brand empowers young girls and women
to go out and be their best

3. Target
Audience:
*Girls/Women
Ages 13-30
*Interests
including
surfing, snow
sports, fitness,
and fashion
Photos from
roxy.com

4.  Improve Instagram followers by 50%
 Improve Twitter followers by 100,000
 Increase Twitter conversations/mentions
by 20%
 Increase in sales by target demographic
by 2.5%

5. Products they offer.

6.  Current
handle:@roxy
 Changes Suggested:
› Split into two
Instagram accounts
to cater to both sets
of consumers
› @roxySURF
› @roxySNOW

8. TwitterFacebook
 Current Handle: @roxy
 Changes Suggested: Start
conversations, map trends, following new
followers, and contests
 Current Page: www.facebook.com/roxy
 Changes Suggested: Diversify content

9. These tools will
help Roxy
manage what is
being mentioned
about them on
the internet. Some
of these tools
allow Roxy to do
the tracking
themselves, and
others bring in an
agency.
 Marketing Agency
› BPRI
› Charterhouse Research
Limited
 Free, Hands-On Tools
› Google
Analytics
› Board Reader

10. Budget: $103,102
Looking at press releases from
Quicksilver, Inc., Roxy’s brand
(constant currency) was down 7%
to $115 million. Roxy could use this
digital media takeover to
increase their constant
currency and to recharge the
brand.

11.  http://ir.quiksilver.com/phoenix.zhtml?c=110264&p=irol-
newsArticle&ID=1793790&highlight=
 http://www.business2community.com/social-media/instagram-
marketing-hop-to-it-your-business-should-be-instagraming-
0329783#!B5OD7
 http://www.prdaily.com/Main/Articles/10711.aspx#
 http://www.smashingmagazine.com/2009/07/16/a-guide-to-
google-analytics-and-useful-tools/
 http://b2bresearch.org/find-an-expert
 http://www.marketingdonut.co.uk/marketing/market-
research/choosing-a-market-research-agency
 http://www.bprigroup.com/services.html
 http://www.charterhouse-research.co.uk/home
 http://frog-
dog.com/articles/detail/how_much_should_companies_budget
_for_marketing
 Photos: From Roxy.com and Roxy Blog

12.  Cole, Richard T. and Derek Mehraban.
Google This: The New Media Driver’s
License. 2013.
 Scott, David Meerman. The New Rules of
Marketing & PR. 2013.