This document outlines Harley Davidson's marketing strategy to promote a "The One and Only" brand image. The target market is male 25-44 year olds earning more than $40k annually. The strategy uses social media like Twitter and Facebook, along with a blog and mobile app, to engage fans, spread brand awareness and promote a lifestyle image rather than just transportation. Key performance indicators include social media followers, likes and shares. The total estimated budget is $136,000 over 8 months.

1. Harley Davidson
The One and Only

2. Harley Davidson’s
Target Market
• Male
• 25-44 year olds
• >$40k per year

3. BIG Idea
• “The One and Only”
• Make Harley Davidson a way of life, not
transportation

4. Follow us on
• Promote #1andOnly
• Reply to fans tweets,
positive or negative
KPI
•Followers gained over
campaign
•Number of “retweets”
•Number of “favorites”

5. Like our
Facebook page
• Contest give aways
• Have page gain fan “likes”
• Respond to fans comments
KPI
•Positive posts
left by fans
•“Likes” on our
page

6. • Weekly contests, best “pin boards” win
• Include pics of the most rare/unique Harley’s

7. Harley
Davidson
• Post at least twice a day
• Pictures that give off the #1andOnly feeling
• Engage and like fans pics of them and their
Harley’s

8. Blog bout Harley
• More awareness building
• Great medium for fan interaction
• Would have daily topics that the traditional site does not
include.
– Ex: Celebrities that ride with Harley

9. Mobile
Strategy
• Promote popular bike trails
in the selected area
• Show all dealerships in area
• Give customers a section for
comments and reviews
• Fans can upload pics of the
trails

10. Summary
• 8 months
• 10 hrs/week
– $250/hr x 32months =
$80,000
• Facebook & Twitter
Promotions =
$56,000
• Total = $136,000
•Increase
awareness via
mediums selected
•Increase sales in
target market age
range