Ellerbe, Hames

AAD 617

01/25/17

Staghorn Garage & Company Media Map

The following social media/web channels are encouraged for us by Staghorn Garage & Co to enhance and broaden the company market. For this media map to be effective a digital marketing and events position must be created, or added to another position until company growth allows the budget to accommodate such a position. Staghorn hosts a variety of events, and is a very social and cultural company. Due to these factors the digital marketing and events position will constitute at least .5 FTE until budgetary needs are meet, where in the position will become full time at 1.0 FTE.

Website:

Benefits:

  • A professional, clear website will inform and educate the audience.
  • A clear and concise format to convey large amounts of information.
  • Creates a backbone for sales, while other digital formats can be used for sales, the website is the most effective.

 

Risks:

  • Can be costly to create.
  • May take up a lot of Digital Marketers time keeping the site current.
  • Depending on the format in which the site is created, there could be substantial front end and back end maintenance.

Staghorn Garage serves the Bend area with a brick and mortar store front, and world wide through clothing sales over the Internet. The company promotes quality goods, the outdoors, an adventurous lifestyle, and the tools and clothing to accompany those channels. The website serves as the core for the online and digital presence for Staghorn, meaning the platform will be the most thorough and comprehensive platform, which all other digital platforms will direct, providing a most complete digital presence. The website will be, as with all digital platforms, congruent with the Staghorn brand. Furthermore, the site will feature easy and intuitive navigation, which will allow the reader to flow from one page to the next, or find the desired page with ease. The home page will consist of appealing, brand consistent images and links directing the customer to each page. Once at the homepage, the visitors will delineate themselves to the desired page through the navigation bar, which will be divided into 6 landing buttons. These buttons will include, Shop, Lookbooks, Guides, Blog, Connect, and About.

1.) Shop – The splash page will consist of links and pictures of the most popular selling items, or sale items. The button will also have a drop down menu consisting of the many sub categories located in the shop. These will include, Clothing, Camping, Tools, Music, and many more. The shop page will also contain links to the various companies carried by Staghorn, as well a safe, easy, and comprehensive checkout for purchasing items from the store

2.) Lookbooks – The Lookbooks page will consist compelling cover page links to each lookbook. The lookbooks consist of products made and sold by Staghorn, compiled into a photo album book highlighting the various styles and combinations displayed in a Staghorn Brand centric manner.  Each image in the lookbooks will have links to the individual products to provide easy shopping for the product.

3.) Guides – The Guides page will consist of several links to subpages that provide a comprehensive guide to camping, biking, and riding across the west coast. The guides map out routes, campsites, trails, and things to do. While the guides consist of adventures across the west coast, most will be Oregon centric, due to the companies home being based in Bend, Oregon.

4.) Blog – The Blog link will direct visitors directly to the blog site, which consists of various product reviews, adventure stories, and photo essays.

5.) Connect – The Connect page consists of descriptions and links to the various social media platforms that Staghorn takes part, as well as phone numbers, addresses, and email.

6.) About – Finally the About page will consist of description of the company. The description will include the mission, vision, and history of Staghorn.

Blog:

Benefits:

  • Blog’s give a more personal view into company culture and lifestyle.
  • A blog view can be informal and informative while still adhering to the brand.
  • Can assist in bridging the gap from other digital outlets to the website.
  • Multiple authors can give a variety of informative perspectives.

Risks:

  • Can be overlooked sometimes by the audience.
  • Keeping the authors on a posting schedule can be a challenge.
  • Keeping the authors perspectives on topic and brand centric can be difficult, as they sometimes want to go a different direction.

Staghorn’s blog will be brand consistent and provide insights into company culture, brand identity, and industry happenings, such as events, product reviews, and interesting facts. The content and marketing will be different and centric to each individual post and will sometimes crossover into the other forms of social media. Posting will be consistent, being no less than four per week, and may include curated videos, perspective written articles, photo essays, and various other compelling features.

Posts will include engaging content, meant to draw the customer’s attention and further explore the company by visiting the other social channels and the website.

Video – Videos may consist of various content ranging from trip documentaries, bike build time lapses, and short interviews with employees or customers.

Perspective Articles – Will consist of content written about various trips, products, or opinions in relation to the brand and its’ identity.

Photo Essays – Will provide brand centric content surrounding the various activities and lifestyle the company promotes. The photos will be taken with compelling subjects wearing and using products that can be found at Staghorn.

Facebook:

Benefits:

  • Largest social network in the work, allowing for an incredible marketing reach to an almost unlimited audience.
  • Posts can be sent to a very specific targeted audience, or a broad audience to increase brand awareness and profitability.
  • Can be an excellent gateway to other forms of digital media, including guiding the audience to the website.
  • The shop now button included by Facebook can lead customers directly to the shopping page of the website.
  • Affordable marketing with an incredible reach.
  • Can manage multiple social platforms through the Facebook Business Manager.

Risks:

  • The digital marketer must stay on a schedule and make sure not to be posting off schedule, as the process will be ineffective and time consuming.
  • If not monitored the wrong posts can be boosted, providing ineffective marketing and posts.

Staghorn’s Facebook page will again be curated to the brand identity, but will also be implemented to optimize each post and the other social platforms. The outlet will have planned post to optimize content. The posts will be planned a month in advance and will be carefully monitored to determine the effectiveness of the post. This social media outlet is designed to give the visitor a broader sense of the company and serve as bridge to the website from social media outlets. Facebook will be used to engage the audience with intriguing posts five times a week.

Postings will be consistent (minimum five times a week), boosted if necessary, and will consist of the following variety:

  • Informational links guiding the audience to the blog, instagram, or the website.
  • Links providing company, related companies, or industry news.
  • Video content relating to company brand and lifestyle.
  • Pictures and profiles highlighting products, employees, or industry related figures.

Instagram:

Benefits:

  • Can portray the brand very effectively
  • Can reach an audience through visually stimulating images that can crossover to a variety of lifestyles.
  • Brand awareness can be gained through the use of hash tags, likes, and followers.
  • Can bridge the gap to all other social media and website.
  • A visual representation of the company. Basically a targeted online photo album.

Risks:

  • Staying on track with the brand identity and feel.
  • Posting at the appropriate time of day can be difficult, as it has to be carefully monitored, and changes almost daily.
  • Overuse of hash tags can be disenchanting to many followers and viewers.

Instagram is the most personal and vital platform for a company’s digital presence. Instagram will be used to portray the brand and lifestyle, enticing the audience to want to involve themselves in the lifestyle and brand.

Media will include:

  • Pictures that reflect the brand and lifestyle, including products, camping, bikes, people, and nature.
  • Short videos containing the aforementioned content.
  • Video and picture stories containing more informal brand centric content.