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Elevating Health: Bill's Bike & Run PR Campaign

Bill's Bike & Run is dedicated to enhancing lives through active lifestyles like walking, running, and cycling. With over 50 years of experience, we offer quality products for every fitness level. This PR campaign aims to boost foot traffic by 30%, increase Facebook engagement by 30%, and raise overall sales by 10% between January and June 2014. Targeting college students and young families, our initiatives include community events like Charity Bike Rides and exciting promotions to increase brand awareness and drive sales.

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Elevating Health: Bill's Bike & Run PR Campaign

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  1. Bill’s Bike & Run PR Campaign Plan Meg Shaver, Brian Thompson, Jeff Lang, Alex Phippen

  2. Positioning Bills Bike & Run is the shop that strives to improve the quality of people’s lives through walking, running, riding, and living an active happy lifestyle.

  3. Key Messages 1. Bill’s Bike & Run provides quality products for people at all fitness levels. 2. Bill’s Bike & Run’s has over 50 years of experience in ensuring the safety and confidence of their customers. 3. Bill’s Bike & Run wants to share their passion for fitness with the community and all those seeking to live a healthier lifestyle.

  4. Goals • Measure and increase foot traffic by 30%. • Increase Facebook likes by 30%. • Increase overall sales by 10%. Campaign Time Period: January 1, 2014 - June 30, 2014

  5. Target Audience Primary Target Audience: -College Students Secondary Target Audience: - Young Families

  6. SWOT Analysis Strengths: • Quality Products • Experience in the industry • Moderately Priced Opportunities: • Gain a great community presence • Partnerships with local businesses • Increased Sales Weaknesses: • Lack of awareness • Better known competitors • Products are usually seasonal Threats: • Competitors with lower prices • Awareness taking too long to be built • Trimester student school schedule

  7. Research • Targeted students • Qualtrics survey of 10 questions • 400 randomly selected email addresses • Received 71 responses

  8. Research Findings • Awareness: 63% said they had heard of Bill’s Bike & Run. 61% of those that had heard of it said they had become aware of Bills Bike & Run just by driving by the Rexburg location. • Online Shopping: When asked where they would first look if they wanted to buy a bike, the highest percent of students, 39% said either craigslist/amazon or some other online source. 3. Social Media: 97% said they used Facebook as their main social media platform.

  9. Promotion #1: Log Your Miles- Running • Distribute flyers in January • February • 50 miles • Get 10% off one item of $25 or less

  10. Event #1: Bill’s & Sammy’s Block Party • April 25, 2014 9:00 pm - 12:30 am • Reach the college demographic • Free Advertisments

  11. Event #2: Charity Bike Ride • Distribute flyers in March • April 26, 2014 from 12-3 pm at Porter Park • Proceeds go to Madison Memorial Hospital • T-shirts given to all registered riders

  12. Promotion #2:Log Your Miles- Cycling • May • 450 Miles • Get 10% off one item of $25 or less

  13. Final Promotion Through Facebook • June • Run or bike to the coolest location you can find, and take a photo. • Share on Facebook • Most “Likes” Gets: • Free Bike Shirt

  14. Time Chart & Budget Total: $9,628.59

  15. On behalf of all us here we are committed to making Bill’s Bike & Run a successful establishment dedicated to giving people a better quality of life. THANK YOU!

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