Social Media Campaign created for Authorized Retailers of Verizon Wireless focusing on wearable devices

1. 3 4 # I n d u s t r i a l # P a r k # P l a c e , # M i d d l e t o w n , # C T , # 0 6 4 5 7 #
Proposed(By:(Kimberly(Penna(
14(Sheffield(Lane,(Madison,(CT(06443(
penna.kimberly@gmail.com((
(203)(641H7811(
###www.krpennamedia.com(
(
March#
2015(
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2. Abstract:
This plan aims to show how Wireless Zone can optimize information on wearable devices to
both internal sales associate staff and external customers. The campaign focuses on ways to
share the information in the article “Wearables to focus on fitness in 2015.” Included are
proposals for internal associates including product demonstration videos, trivia contests, and a
fitness challenge. The campaign also proposes social media product demonstrations and a social
media challenge for consumers.
Product Demonstration Videos For Internal Sales Associates:
As stated in the article “nearly a fifth of American consumers are planning to purchase a
wearable device in the next year,” which is due to their sleek design, universal appeal, and
streamlined connectivity with Smartphones.
Proposal: It is vital that Wireless Zone Sales Associates know how to use all of these wearable
products that are sold in the store in order to better assist the customer in finding the right device
for their needs. To make the article content more exciting, it is proposed that Wireless Zone
produce product demonstration videos on the wearable devices and post along side the article.
• These videos will teach sales associates how each of these wearable devices work with
step-by-step instructions.
• Videos will be posted on the internal sales associate website along with the article.
• Produce long form videos (appx. 60 seconds) with step-by-step instructions on how to
use the wearable devices in order to engage sales associates to become excited about
trying these devices.
Wearable Devices Trivia for Sales Associates:
• After reading the article and watching the product demonstration videos, each branch will
be asked how they think they can best promote and sell these wearable devices in their
store.
• The branch with the best answer or plan will win a prize such as a wearable fitness device
or a membership to partnering gym.
• This will encourage sales associates to read the internal web site, become familiar with
the devices, interact with their co-workers, and become excited and motivated to sell
these wearable fitness devices.

3. Expand to External Customers:
How-To Product Demonstration Video Series on Social Media
• The above mentioned videos can also be expanded to external consumers through a
‘Product Demonstration Video Series’ on social media which allows customers to get a
better understanding of the different devices before they come to a Wireless Zone store.
The videos will be energetic and stimulating which will leave consumers wanting more
information about how to purchase a wearable fitness device from Wireless Zone.
• The long form videos can be uploaded to YouTube, as well as Facebook and Twitter’s
own native video services.
• This also allows for opportunity to expand Wireless Zone’s social media presence by
creating short form videos (appx. 6-15 seconds) for Instagram and Vine.
Internal Fitness Challenge:

4. Proposal: Wireless Zone employees will have the option to participate in a company-wide 30
day fitness challenge. It is proposed that Wireless Zone partner with a local fitness center to
cross promote both the wearable fitness devices as well as memberships to the fitness center.
Employees will have a confidential weigh in at the beginning of the challenge along with a 30
day trial membership to a local gym. On select days during the challenge, employees will get to
try out various wearable fitness devices and record their reviews/progress which will be shared
on the internal website. At the end of the challenge, the branch or employee that improves their
health the most by losing the most weight or body fat will win a prize.
• According to the article, “fitness devices have lead the way in terms of introducing the
average consumer to the concept of wearable technology and these devices will continue
to be vital to the growing industry.” Due to this fact, Wireless Zone employees must not
only be knowledgeable about the product, but must also be able to show customers how
the product has influenced their lives.
• As an exciting way to educate and demonstrate these wearable fitness devices, Wireless
Zone can host a 30-day employee fitness challenge, in partnership with a local gym and
the wearable fitness devices.
• The challenge will be documented on internal website and blog including a weekly
summary of the activity and results for each branch that participates.
• The branch or employee that losses the most weight/ body fat can win a wearable device,
gym membership, etc.
Proposed Device Partnerships:

5. Proposed Gym Partnerships:
Retail Store Efforts During Fitness Month:
Proposal: During the fitness challenge, Wireless Zone will provide predetermined sales goals
for different branches and sales associates in retail stores as a way to build excitement about
these fitness devices and engage consumers.
• These sales goals will require associates to see a certain number of wearable devices.
• Retail stores will also have promotional deals for those customers who purchase wearable
devices.
• These promotions can include discounts on Smartphone accessories with purchase.
Expand to external customers with an iFitness Challenge:
Proposal: After the 30-day employee challenge, Wireless Zone can expand the concept to
consumers by having a “fitness day” in the retail stores and a social media challenge. This
iFitness Challenge can also expand to the Wireless Zone website with a featured section
dedicated to the wearable fitness devices for sale. The challenge will also be promoted on social
media and in the retail stores.
• Customers can come see live demonstrations of the wearable devices with a possible
sale/promotion to encourage consumers to purchase a device.
• Information on the 5 best fitness apps, blogs, and fitness clothing retailers will also be
provided in order to further engage customers and show the versatility of the wearable
fitness products. Furthermore, customers will also be able to receive information about

6. various methods of fitness (such as yoga, pilates, cross fit etc), where they offered in the
area, and how a wearable fitness device can enhance each of these fitness modalities.
• Spotify music playlists that relate to the above mentioned methods of
fitness would also be created and shared with customers for them to
utilize while working out. This is just another way for Wireless Zone to
show customers the streamlined connectivity between smart phones and
wearable fitness devices.
• Customers can post their progress on Wireless Zone social media channels with status
updates, photos, and videos using the #FitZone hashtag.
• Encourage customers to interact and post the challenge on platforms like Instagram and
Vine as well as Facebook and Twitter to expand Wireless Zone’s social media presence.
• Those who utilize the #FitZone hashtag will be entered into a sweepstakes where one
person can win a wearable device.
• For those customers who are unable to make it into the store for the live demonstrations,
it is proposed that Wireless Zone partner with popular fitness Instagrams for a cross
promotion giveaway on social media.
Possible fitness Instagrams to partner with:
! Kaisa and Jennifer - @twobadbodies
• Former track stars Kaisa and Jennifer share short workout videos
on Instagram that include a variety of workouts from box jumping,
to TRX, and jumping rope. The videos may be only 15 seconds
but inspiration is not on short supply.
! Natalie Urhling - @natalieuhling
• Under Armour ambassador and trainer Natalie Urhling is the
creator of NUFit, JumpCut, RoundHouse, and Triple Threat, who’s
public Instagrams is full of gym motivation.
! Johnny Straws - @johnnystraws
• Fitness guru, transformation specialist, and trainer Johnny Straws
has captivated a large following on Instagram promoting his
individualized workout and meal plans to help his followers lose
weight and get fit.
Measure Results:
• Employee reviews of wearable devices will be vital. It is important to see what the
internal sales associates learned about the devices through their use during the fitness
challenge as well as from the product demonstration videos.
• These results can be measured through employee reviews and tracking of the fitness
challenge, which will be posted on the sales associate website. WordPress and Google
Analytics can also be used to measure engagement on company blog and sales associate
website.

7. • Sales associates’ knowledge of products and their positive individual experiences with
the products will also be extremely important in assisting customers in stores and
resulting in product sales, which will show the effect of this plan.
• Analytics also will be vital in measuring the success of the social media campaigns for
external consumers. Facebook insights can be used to analyze Facebook discussion.
Topsy and Twitter analytics platforms can be used to analyze the engagement of the
#FitZone and Twitter participation.
Conclusion:
The goal of this campaign is to engage internal staff and sales associates as well as external
customers with the wearable fitness devices. As mentioned in the article, “wearable technology
is expected to be a big hit with consumers over the next few years.” It is imperative that
Wireless Zone implements a campaign that continues the momentum that the wearable fitness
device technology has already gained. Furthermore, it is vital that employees be we versed with,
engaged in, and excited about these wearable devices in order to drive sales. Through product
demonstration videos, an internal fitness challenge, customer fitness challenge, and social media
campaigns, Wireless Zone can successfully engage and motivate employees and consumers and
be a leader in retail for wearable technology.