The document provides recommendations for Patagonia to better market to young adults aged 18-34. It suggests that digital advertising, especially on platforms like Instagram, is key for this target market. It also recommends that Patagonia utilize Instagram stories and improve their mobile website and search engine optimization. Tracking analytics on the website could help Patagonia meet goals like increasing online sales and time spent on site. A budget of $65,000 is proposed to advertise on social media platforms and develop a new app and virtual reality experiences to engage young customers.

1. By Paige Huszarik

2.  Young Adults / Coming of Age (18-34)
 Adventure Seekers
 Environmentally Friendly
 Want Reliable Gear

3.  Digital Advertising is key!
 This is the main form of advertising this age group sees
 Focusing on platforms they use such as Instagram
 Building a good mobile website that is aesthetically pleasing and easy to navigate

4.  Currently:
 Patagonia's largest social media following
 Focus on pictures of customers using their product in action
 They could grow by utilizing Instagram Stories
 These do not require as much production as general post
 They can be posted more frequently are increase their exposure
 You can create polls with Instagram stories
 You can provide direct access to your website

5.  Currently:
 Is aesthetically pleasing
 Easy to navigate
 The Website can improve by improving search engine optimization
 Currently Patagonia generalizes around outdoor gear
 Patagonia can make their search words specific using specialty sports they cater
to
 Hiking
 Surfing
 Rock Climbing

6.  Use to track sales of products on their website
 To see how long the users interact with the website
 Goals
 Sell 1 product per every 10 clicks
 Grow online sales by 10% by 2019
 Increase the amount of people who view our website for more than 10 seconds
by 25%

7.  Patagonia should use Facebook and Instagram paid advertising
 Recommend using video instead of banners
 Both these platforms have a high rate of usage from the target
market
 Patagonia should utilize Twitters paid advertising as well
 Post blend in with the twitter feed
 Not as many advertisements which decrease clutter
 Recommend paying per click

8.  Persona 1 (Steve)
 Young male
 Age: 20
 Active hiker
 Loyal Patagonia customer
 Persona 2 (Chloe)
 Young Female
 Age: 18
 College Student
 Looking for good quality
clothing

9.  Currently:
 Easy to Navigate
 Easy to find specific products
 Can improve activity with virtual reality
 Creates a hands on experience
 This technology is on the rise many people have a VR
device
 Can improve accessibility with an App
 Easy access to products
 Can notify customer when new products are released

10.  Budget: $65,000
 Advertise on Twitter, Instagram, and Facebook
 Cost-per-click
 Build a new app
 Look more into virtual reality
 Look into analytics
 Grow social media platforms
 Before 2019 grow Patagonia’s loyal consumers by 25%