1. MBAK 619
Jennifer Massicotte, Pamela Schell, Gregory Witt
October 5, 2013

2. • Active Female, 28-50
• Enjoys Running, Walking, Fitness Training –
occasionally plays golf or soccer
• Nike Footwear products purchased yearly
• Annual Household Income - $88,000
• Consistent Nike Brand User
• Desires Style, Function and Quality
• Watches network shows and reality TV
• Reads magazine articles and books
Consumer Profile

3. Consumer Profile: Digital Behavior
• Access Nike.com and other sponsor sites
(Zappos.com)
• Key word searches include:
• Nike
• running shoes
• Occasional social site user (Facebook and
Twitter)
• Occasional Use of Nike+ if convenient and
accessible

4. • Use Nike website page as main digital marketing
resource
• Create loyalty program targeted to Nike women
consumers
• Create or enhance sport specific Nike sites
– Provide pro sport information, links, etc.
– Show how to train
– Identify what Nike gear can be used to help
• Target middle income consumers
• Incentivize all product purchases with secondary
product rebates and family plan product packages
Consumer Insight

5. • Bring product to customer
• Create bond between consumer and product
by letting them try it
• Provide discount incentives for Nike products
• User word of mouth tactics through social
sites, blogs and in person
• Show products being used
• Associate positive outcome with product use
Promotional Tactics used

6. • Funnel consumers through several social sites to Nike
main website
• Increase click-throughs for Nike main website
• Engage consumers to connect with the Nike brand by
social site voting (likes)
• Provide consumers the ability to customize products
for personal appeal
• Use Nike website as exclusive location for custom
product purchases
Promotional Tactics used cont…

7. Idea 1: Nike+ Lifetime Fitness
• Nike partners with five nationwide Lifetime
Fitness membership gyms
• Nike + Fuel band and IPOD offerings are
available daily for women to try as working
out
– Nike + is rented to member for 30-day-trial,
end of thirty days, member
receives 25% discount to
purchase
• Television monitors display NIKE+ product
use in gym and workout statistics

8. Idea 1: Outcomes
• Increase awareness of the brand at a customizable
level
• Engage target persona with product/brand at
virtually no-risk through trial
• The campaign will encourage re-acquisition of target
consumers personally “Bringing Nike to them”
• Members, Trainers, and Experts get a chance to
spread word-of-mouth in-person and digitally

9. Idea 2: Nike Nation Success Recognition
• Nike sponsored national campaign to recognize
women sports enthusiast and their individual and
team accomplishments.
• Teams/individuals blog accomplishments on Nike’s
secondary sports websites including information
about Nike equipment used.
• Accomplishments voted on by Participants and web
users on every 3 months.
• Social media sites; Pinterest, Facebook, Twitter,
Instagram used as marketing channels to Nike blog
sites
• All participants receive product discounts.
• Winning accomplishment will be given the
opportunity design a custom fuel band.
• Custom fuel Band sold through Nike+ website.

10. Idea 2: Outcomes
• Increased click-throughs on from Nike website
to secondary product by 20%
• Increased interest and product recognition
based on “real” people use.
• Retain existing product users by virtue of their
personal accomplishments using the Nike
Brand.
• Consumer acquisition based on perception of
winning attributed to Nike product use

11. Other marketing campaign ideas considered
Appendix
Idea: Nike “Stepping up”
• Nike to work in conjunction with 5 major shoe outlets to
provide a continuous exchange program for family shoes
purchasing.
• Families signup for the “stepping up” program that allows
continuous shoe exchange for family members.
• Participants are given product purchase points for exchanged
shoes.
• All shoe products discounted through this program
“Stepping Up”: Outcomes
• Creates long term customers
• Acquires future customers (family children)
• Used Nike shoes re-sold or given away to low income families providing
good-will recognition to the Nike brand.
• Nike can bolster brand advocacy by showing active participation in the
triple bottom-line
• People = providing shoes to the needy
• Planet = reuse of existing products
• Profit = creating steady consumers