1. DIGITAL MARKETING PLAN
PATAGONIA’S H2NO
Damon Huber

2. Patagonia



Has over 400 million in annual sales
One of the most respected companies in the
industry
Promotes everything sustainable
 1%
for the planet
 Long-lasting products
 Minimal waste
 Anti-blackfriday

3. H2No




Patagonia’s version of Gore-Tex that is equal
to or greater than in quality
No focus on H2No in Patagonia’s marketing
Gore-Tex currently has a monopoly on the
waterproof material industry
Why?
A
head start on the market and good marketing.

4. Objective (one year)


H2No is equal to or greater than Gore-Tex
Promote H2No via:
 Banner
ads
 Facebook
 Instragram
 Twitter
 Youtube

Increase product awareness by 500% and
sales by 200%

5. Budget



Marketing division budget is 5 to 10 percent
Patagonia’s net estimated net income is 100
Million
Using only 2.5% of that gives this campaign a
budget of 2.6 million dollars

6. Implementing the $$$

Advertising
 Backcountry………120,000
 Evo……………….120,000
 Ski
Resort Sites…....333,000
 Youtube…………..400,000
 Reciprocal links…......24,000

7. Implementing the $$$

Marketing

Public relations/article submission…………..40,000
Twitter………………………………………..18,000
Instagram………………………………….....18,000

Newsletter production………………………..20,000



Email Promotion………………………….......1,2000
Facebook Page………………………………18,000

Youtube Videos…………………………...1,200,000


100,000 a month to produce a video

8. Conclusion

Using the power of online social media sites H2No
will become a well known product worldwide
Youtube
 Facebook
 Instagram
 Twitter
 Newsletters


Within one year
Post 12 videos
 Increase awareness by 500%
 Increase sales by 200%
