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Roxy
Digital Marketing StrategyKellie McCormick
Roxy-The Culture
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
TAR
GET A
UD
IEN
CE
Target Audience:
*Girls/Women Ages 13-30
*Interests including surfing, snow sports, fitness, and fashion
Photos from roxy.com
Key Performance Indicators
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%
RO
XY-T
HE B
RA
ND Products they offer.
Roxy RevampInstagram Current
handle:@roxy Changes
Suggested:› Split into two
Instagram accounts to cater to both sets of consumers
› @roxySURF› @roxySNOW
Roxy R
evam
pTw
itter a
nd
Faceb
ook
Twitte
rFa
cebook
Current Handle: @roxy Changes Suggested: Start
conversations, map trends, following new followers, and contests
Current Page: www.facebook.com/roxy Changes Suggested: Diversify
content
TO
OLS
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
Budget and Summary
Budget: $103,102Looking 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.
Internet Sources
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
Print Sources
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.
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