A Digital Marketing Proposal for
Presented by:
Corey Crossman

The Warrior Code
• “Warrior is dedicated to a core set of
philosophies and strengths: technical
superiority, grassroots marketing, original and
creative youth expression and strong
partnerships with retailers and suppliers. Since
creating the first titanium shafts in 1992,
Warrior has constantly pushed the envelope in
the evolution of the game. The best gear in
the world, developed by the best players in
the world.”

Goals Challenges
• To build market share and • Cutting directly into the
compete with rival market share of main
companies like Easton, competitors
CCM, Bauer and Reebook • Establishing a superior
• Growth of product sales brand image supported by
both in stores and online and believed in by players
• Providing not only the best • Competing against larger
equipment possible, but companies with more sales
also the best experience of and higher market share.
any brand in the game

The Theme
• Warrior is a unique and distinguished brand,
standing out from other brands
• Communication should reflect this
• Warrior is dedicated to providing the best
possible experience to consumers
• Confident, different, powerful, reliable,
friendly, relatable

The Social Factor
• One Unified brand personality
• Facebook as the main social destination
• Facebook directs users to all other social
profiles and relevant or important web pages
• Use Twitter to keep fans updated with relevant
content and direct them to important links and
websites

Online Visuals
• YouTube channel management is key
• Hockey players love highlights and product
shots
• Video profiles of Warrior-sponsored players
• Use Flickr to post photos from events and
games
• Post shots of new additions to the product
lines

Generating Content
• Setting up a blog provides opportunities to
engage consumers with relevant content
• Use blog to promote product releases with
descriptions and pictures of the upgrades
• Provide stories about successful players or
events related to the Warrior brand
• Provide pages for different kinds of products
and include information about each

AdWords
• Use AdWords to generate web views and product advertising
in an online market
• Help increase online sales while also increasing brand equity
and awareness
• Use different ad groups for different product groups and
track the success of each individually
• Advertise on Google’s search and display networks for
maximum contact with hockey players

Budgeting and Metrics of Success
• The total proposed budget for this campaign is $2 mil
• $100,000 - $200,000 for staffing and management
• $1.2 mil allotted to paid internet marketing (e.g. AdWords, display
ads)
• $600,000 - $700,000 for mobile advertising and possible mobile
app development
• Metrics of success include Google Analytics for web traffic and
Google AdWords built-in monitoring tools to review and
maintain internet marketing campaigns while tracking clicks,
costs and conversions

Timeline
Summer Fall Winter Spring
Use social media Beginning of the The middle of NHL Playoffs and
to keep fans main sales the season end of the
engaged during period. Most should also season – smaller
the offseason marketing spend a large portion of
and build budget should be portion of the marketing
excitement for spent here as budget. Use budget and social
product releases players prepare Blogger and media used to
for the season. visuals to engage stay relevant
fans