Babolat proposes expanding its target demographic to high school tennis teams. It will focus on how Babolat affects players' love of the game and being part of a team. The strategy utilizes blogging, social networks, and online videos. High school teams will receive Babolat gear. The "LoveGame" blog will follow team stories and company updates. A Facebook page will increase youth awareness and a contest will award racquets. Video diaries will document team experiences and be shared online. Goals are to engage 500 teams and gain 10,000 Facebook fans within a month, receiving 200 video submissions and 1,000 YouTube views per video also within a month. The estimated $1 million budget covers gear and a one-
2. Innovation
Innovation
Founded in
1875
Invented the 1st type
of racquet string
5 generations of racquet
sport specialization
3. Babolat
Focuses on the game of
tennis becoming a way of life
and treating every Challenges themselves
player as a to continue a legacy of
professional being a premier company
Aspires to keep their name global, yet
moreover, expand to
a different demographic
4. Online Strategy
Proposal: Expand target demographic to high school
level tennis teams
Focus: How Babolat affects their love for the game
and being part of a team
Strategy: Utilization of blogging, social networks, and
online video marketing
5. LoveGame blog
love●game def:
1. a shutout game, won with
the opponent scoring
2. for the true love of the game
High school teams around the nation
will be fully outfitted with Babolat apparel
and gear
The blog will follow their stories
and experiences, as well as highlight
things going on with the company
6. Facebook FanPage
TeamBabolat USA
High School Nation
FanPage Purpose: Increase
awareness of the brand to the
younger demographic
TeamBabolat Contest: Team
with the best testimonial story
will each be given a custom
Babolat racquet
7. Online Video Campaign
Video diaries for
each team will be
kept to visually
record their
They will then be posted to
experiences
the blog, Facebook
FanPage, and YouTube
Goal: Go viral
Purpose: Increase brand awareness
8. Effectiveness
MeasurementGoals:
- Have at least 500 teams nationwide
be aware and involved with the
campaign by the beginning of the
2011-2012 tennis season
- Gain at least 10,000 fans on
Facebook by the end of the first
month of the fall tennis season
- Receive at least 200 video
submissions and as many as 1,000
views on YouTube per video by the
end of the first month of the fall
tennis season
9. Budget
A large budget is not
needed for the forms of
advertising A budget is needed for gear
and apparel that will be given
to each team
Campaign timeline: One year
Seasonal peaks: Fall tennis Estimated budget:
season August-October 2011 $1million
Spring tennis season March-
May 2012
