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Editorial Calendar For Pampers Fill in the first 3-months in the Editorial Calendar for Pampers in Excel. (see example in slide 10 in Strategic Content Mar

Editorial Calendar For Pampers Fill in the first 3-months in the Editorial Calendar for Pampers in Excel. (see example in slide 10 in Strategic Content Mar

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Editorial Calendar For Pampers Fill in the first 3-months in the Editorial Calendar for Pampers in Excel. (see example in slide 10 in Strategic Content Marketing Plan – Nike)

For further explanation see (Content Marketing Group Project – Clarifications-20211108_115117-Meeting Recording)
Start at 7:38

Also in Maters fill in one Content Strategy. You can find the template under MKT 4200 – Editorial_calendar_template-1 Nike
Strategic Content Marketing Plan
Sophia Brown, Kourtney Grunlien, Olufemi Nassi, Helena Steenberg

Introduction: Why Nike?  
Familiar brand
Leader in the industry
Recognized brand
Successful marketers
Extremely innovative 

We chose Nike as our brand because it is one of the most recognized brands in the world and Nike marketers have managed to be extremely successful in creating brand recognition and awareness. We also chose this brand simply because we like it and because we are interested in learning more about their different strategies.
Nike has also always been known to be extremely innovative through new product lines and ingenuity.
Other brands such as Adidas or Reebok, which are also very successful sports brands, have competed with Nike for years without managing to beat them on revenue, marketing, and brand awareness. 
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Key Brand Elements 
Mission Statement: To bring inspiration and innovation to every athlete in the world.

Brand Definition and Identity: 
The “Swoosh” logo
The slogan: Just Do It
The values: Innovation, performance, sustainability, community, diversity

The name “Nike” originates from Greek mythology, where Nike is the winged goddess of victory. Nike’s slogan is: “Just Do it” which also emphasizes motivation. When people think of Nike, they think of heroes, quality, motivation, and high performance. It is one of the most recognized brands in the world and Nike marketers have managed to be extremely successful in creating brand recognition and awareness.  
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Key Brand Elements  
Brand Stakeholders:
Customers
Communities
Employees
Governments
interest groups. 

– Customers are important because they affect the company’s revenues.– A business cannot successfully run without customers buying a company’s products or services. It is important to create and give quality products, maintain loyalty, and attract customers not only for the products, but for their values and messages that Nike stands behind. This seems to be a highly important factor for Nike.
Communities are a significant influence on Nike’s corporate social responsibility standing – Nike has created the Nike Foundation, among other things, to support communities.
Employees are important because they influence organizational effectiveness and the operations of the company.
Governments are important because they decide how Nike operates in terms of its permits, limits and legal actions in certain markets, and this has a major influence on its operations.
Interest groups are significant because they affect potential government intervention and consumer perception regarding the company and its reputation.
4

Key Brand Targeting & Positioning
Brand Positioning in relation to: 
The marketplace: A premium brand that provides high quality, diverse, and fairly-expensive products.

The consumer: The main brand within sports apparel. Known by many as “The OG”.

The competition: Customer-oriented brand with a large community, various celebrity endorsements, and a diverse offering. Some competitors are Adidas and Reebok.

In the marketplace: Nike positions itself as a premium brand that sells well-designed, high quality and fairly expensive products. Nike markets towards customers with a strategy centering on a brand image through their distinctive logo: “Just do it”

The target audience of Nike thinks that the company is what you would call “The OG” in slang. It is THE main brand within sports apparel. Consumers know what they get when they buy products from Nike, and they are highly influenced by Nike’s large endorsements to athletes who are successful in the sports, which to consumer’s, ensures product satisfaction. 
5

Target Audience 
Demographics:
Age: 15-45 years old 
Gender: Any 
Income: $50,000 + 

Psychographics:
Very active digitally on platforms like Instagram, Facebook, Google, YouTube, etc. 
Likes lifting, running, hiking, biking, professional sports, and any other type of physical activity you can think of. 
Likes playing, watching, or talking about sports. 

6

Content Audit  
Earned Media
Book: Shoe Dog
Retail store brand section: Footlocker
Article: Forbes
Paid Media
Commercial: Marketing sunglasses
Facebook ad: Marketing baby sneakers
Instagram post: Rafael Nadal posting photo

Owned Media
Nike apps: Nike Run club and Nike SNKR 
Website: Nike’s Vision Lense simulator 

With our content audit, we will talk a bit about a few of the content pieces including earned, paid, and owned media.
With earned media, Forbes has written an article explaining how and why Nike as managed to increase sales despite pandemic. This is great publicity for Nike, and they could repost it and have a direct link to the article on their website and social media platforms.  
With paid media, Nike has paid the star tennis player, Rafael Nadal, to wear Nike clothes and market it through his large social media platforms. Nadal has millions of followers and a lot of star power which means he is an effective tool in increasing desire and awareness around Nike products. Nike should reshare Nadal’s photo on their own instagram profile. 
With owned media, Nike’s Vision website’s lense simulator specifically customizes Nike sports glasses to perfectly fit for performance. This is a great way to increase quality assurance, and Nike should market this tool, so more people know about it. 
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Campaign Objectives
 
Owned – 
Strategy: Increase website conversion
Tactics: Optimize homepage to focus on new product features 
Earned – 
Strategy: Drive consideration of new product 
Tactics: Promote customers’ reviews and testimonials
Paid – 
Strategy: Use sponsored posts on social media
Tactics: Launch campaign on social media to drive traffic to the website
User-generated – 
Strategy: Use user generated content on Instagram
Tactics: Repost user generated Instagram posts mentioning the new product (include relevant hashtags)

Objective 1: Increase new product yearly sales by 15%
 

Objective 2: Increase lead generation with app downloads by 10% within three months 
Owned – 
Strategy: Use email marketing to promote new app
Tactics: Send new app information to email subscribers
Earned –
Strategy: Increase app downloads
Tactics: Retweet customers tweets mentioning the use of the mobile app
Paid – 
Strategy: Use sponsored ads on YouTube to increase app downloads
Tactics: Create YouTube ads promoting app download
User-generated – 
Strategy: Use user generated content on Instagram
Tactics: Repost user generated Instagram posts mentioning the mobile app (include relevant hashtags)

Editorial Calendar 
Strategy: 
3 months of content (January-March) 
Email, Blog, Social Media 
Focused on Influencer Spotlights, Product Spotlights, Holidays, and Trending Topics. 
Content that can be recycled in different ways across platforms. 

10

Content Strategy 1- Email Marketing
Send an email 2x per month
Metrics to track: open rate, unsubscribe rate, CTR, conversions, bounce rate
Content is often correlated to:
Product Spotlight
Holidays/celebrations
Influencer spotlights
Seasonal promotions

Content Strategy 2- Blog  
Post blogs 4 times a month 
Focus on content that can be utilized in different ways (Ex. Crossover for Social & Email) 
Measuring: 
Views, average session duration, average page per session, returning visitors, goal conversion rate.
Topics:
Product Spotlight (Shoes or Clothing) 
Our favorite picks for workouts/clothing/etc. 
Influencer Spotlights 
Holiday Inspired

12

Content Strategy 3- Social Media  
Focus on Instagram, Twitter, and Facebook
Different versions of posts
Photos
Videos
Quotes
Reposts
Connection between contents medias
Influencer spotlight
Holiday campaigns
Product spotlight
Inspirational quotes

Metrics to track:
CTA button/hyperlink rate, new subscribers, likes, shares 

For our social media content strategy, we decided that Facebook, Instagram, and Twitter would be connected in terms of content. That means that everytime we share something on Facebook, it also gets shared to Instagram and Twitter. 
We decided to do a mix between posts including photos, videos, quotes, and stories reposting our content posts.
Our social media content strategy is connected to our blog and email content, which means our social media strategy also includes influencer spotligts, inspirational quotes, holiday campaigns and celebrations, and product spotligt. 
The effectiveness of this content strategy will be meassured through CTA buttons, hyperlinks, amount of new subscribers, likes and shares of the posts. 
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Email Deliverable

For our first content strategy of utilizing email, we chose to create content that is correlated to celebrations and holidays
The one on the left is an example for Women’s History Month
The one on the right is an example for the New Year, and for customers to shop new gear/products
It is easier to appeal to customers when content is correlated to widely known and celebrated occasions such as these 2 examples. We can also keep in mind the metrics we want to track such as unsubscribes, open rates, CTR, and conversions.
We tried to create visually appealing emails as well as a clear call to action to “Shop Women’s or Shop Gear”.
14

Blog Deliverable: Our 5 favorite Outdoor Workouts 

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Social Deliverable  

As seen in this slide, we have created two deliverables as examples of how we would approach creating social media deliverables.
To the left, we have a Facebook post from Nike celebrating Black History Month, and to the right we have an Instagram post celebrating Women’s history Month.
These would be effective because they both support social causes and thereby appeal to consumers’ pathos and market Nike products at the same time. 
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Thank You!

We hope you enjoyed our presentation and our strategic Content marketing plan that we created for Nike!
This project has taught us how to identify key brand elements, create content audits, outline an editorial calendar for content strategies, and has helped us gain skill and knowledge in all aspects of content Marketing.
We want to Thank Professor Lane for helping us grow and expand our knowledge over the semester in Conent marketing and we want to thank you all for listening. Thanks for your time
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Introduction
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Content Audit
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Content Strategy
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Social Deliverables
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