School Project: This is a new media marketing plan for Reebok CrossFit to use.

1. By: Simon Mentzer

2. What is Reebok CrossFit?
O CrossFit: CrossFit is a new type of
exercise that combines weightlifting,
sprinting, gymnastics, nutrition and varied
workouts every single day.
O Reebok: Makes apparel specific for
partaking in CrossFit and CrossFit
Games.
O CrossFit Games: Competitions all over the
world where people complete workouts
against each other.

3. Reebok CrossFit Cont.
O WOD: Workout of
the Day. CrossFit is
based on full body
funtional movement
where workouts are
never the same
everyday.
O Apparel that Reebok
sells: Hats, shoes,
shirts, pants, gloves
and it all is in the
vein of CrossFit.

4. Target Audience
O Already physically active
community that has yet to
adopt the teachings and
methods of CrossFit.
O One of the hardest things
to do is to get people who
are not at all physically
active to want to engage
in physical activity. It will
be much easier to get
people who are already
somewhat active to
become more interested
in a new type of fitness.

5. KPI
O Sales of Apparel
O Trends on Twitter
O Facebook Likes
O Google Analytics

6. Big Idea: WOD Contest
O People will post their
WOD and completion
time for a month.
(Everyday)
O People must upload a
photograph to
Instagram of
themselves in Reebok
CrossFit gear doing the
WOD
O Must Tweet the pic
using the hashtag-
#reebokcrossfitWOD
O Upon Completion:
person receives deals
for Reebok CrossFit
apparel.

7. Big Idea: Strategy
O It is my belief that people who do CrossFit
will go through a lot of clothing in a
months time. Why not reward these hard-
working people with coupons and deals
for more clothes?
O People are proud to be a part of the
CrossFit community so I believe that
people will help promote for us by
showing off and wearing our products in
the event that they receive deals on gear.

8. Tools and Tactics
O One picture doing an exercise everyday
using Instagram and wearing Reebok
CrossFit apparel.
O Post pic to Twitter with the hashtag
#Reebok CrossFit.
O One pic everyday of the month.
O People must post their Instagram pic and
Tweet to Facebook status everyday.

9. Budget
O 6 million on TV ads
O 50k for the merchandise available upon
completion of the WOD contest
O 6 million to sponsor CrossFit gyms around
the country
O 6 million online ads (Twitter, Facebook
and Google)

10. Summary
O By promoting the “WOD 30-day Reebok
CrossFit Challenge” we will create more of a
buzz and more of an incentive to engage in
CrossFit, buy Reebok CrossFit apparel and
have the underlying theme of promoting
health. Using free social media outlets, people
already have the tools they need to get
involved in this contest, get sweet deals and
become healthier all with the Reebok name
involved. Advertising online, in gyms around
the country and on TV will get the name out
there and inform people of the 30-day
challenge.