One Gig Content Idea Proposal
The company I chose to do my content proposal for is One Gig, a local skate shop located
in downtown Boston. One Gig has accounts on all main social media sites, including Twitter,
Facebook and Instagram, however Instagram is their most active account. One Gig’s accounts
can be found at @onegigco on all social networking sites. On Twitter, they have 773 followers,
on Facebook they have 2,853 followers and 2,849 likes, and on Instagram they have 12.7
thousand followers and counting. Although Instagram will be the main target for this campaign,
both Facebook will be attended to by creating posts that best fit and accentuate each sites
benefits.
This proposal will focus on the new campaign idea “Get a Grip”, where those who post
about One Gig and enter themselves in the sweepstakes will be eligible to win One Gig griptape.
Griptape is a sheet of sandpaper like material with one adhesive side that is attached to a
skateboard deck to allow for traction and grip. It is an essential component of a skateboard and is
needed by all who skate. By creating a give away campaign using an integral part of a
skateboard, the shop will be able to not only earn the appreciation of customers in their core
culture but additionally attract potential new consumers who are interested in skateboarding.
The campaign will be straightforward and allow anyone who is interested to join the
ability to get involved. Each sheet of grip tape costs the company about five dollars, so by setting
aside one hundred sheets, the company will pay about five hundred dollars for this campaign.
This is small in cost compared to some other marketing promotions they’ve done in the past.
This campaign can go on through the heat of the skateboard season, May through September,
allowing for twenty sheets of griptape to be given out a month. Ideally, fifty of these sheets will
be handed out at the local skatepark, a sort of Mecca for those who skateboard. Meaning that
each month, ten sheets are available to be won online and ten in person. These in-person drops
will be promoted on the store’s social media sites and live streamed in the processes of
giveaways. By handing out product in person, people will be encouraged to post on their own
sites the events, promoting for more in person interaction and a way to connect directly to the
“streets” (which is deeply important for skating companies to do). Additionally, people can post
on their own sites about their winnings and One Gig will be able to connect directly to new
customers, regardless of if those target markets have ever interacted with the brand online.
These in person giveaways can prompt a sort of contest that can be aired online. Those
who do the best trick will be awarded free griptape. This will help with the campaign because it
will spike an interest in the brand and will lead people to post about the interactions. Not only
will One Gig post about the competitions but other will as well, creating a buzz online. By
creating an event from the giveaway monthly, people will associate the skatepark more and more
with One Gig, leading to more constant customers. Additionally, those who are not able to attend
in person will be more inspired to enter online in order to be involved. The content for this give
away will all be marked with the hashtag, #GetAGrip, allowing for there to be consistency in the
campaign across all platforms. For in person giveaways, the events will be marketed with posts
updating people on the next giveaway dates, live streams and stories posts of the competitions
and posts of those who won with their new product.
The online component of the giveaway will be slightly different. Those entering
themselves will be instructed to either tag three friends in One Gig’s post about the giveaway or
to repost the image with the hashtag #GetAGrip and One Gig’s account tagged to enter. People
will also be informed that they more people they tag or the more ties they repost, the more likely
they are to win. This will generate more brand involvement because not only will it be possible
to track who is heavily involved with the company but it will also for a cheap way for the
company to get promotions from those involved in the community directly. By posting or
tagging with this hashtag, people will be entered in the drawing. Those who are the most
involved will have highest priority for winning, encouraging people to be posting constantly
about the brand.
This campaign will generate brand awareness within the market by creating a giveaway
program that promotes a generous and engaged brand voice, has community members share the
experience and allows for new and old customers to be interactive on an offline and online scale.
It will establish new relationship opportunities with the community by connecting in-person to
those directly in the skateworld, giving away to those who are unaware of the brand and
therefore creating brand loyalty, and by encouraging people to tag their friends- who may not be
aware of the brand. The #GetAGrip campaign will emphasize One Gig’s brand voice online by
showing involvement and support of the community by offering opportunities applicable to the
market. Additionally the use of high action intensity and emphasized words and emojis to show
personality and grab attention, which will aid in molding a brand voice consistent with the
community it serves. The campaign will grow One Gig’s online community by creating an
online sweepstakes that will encourage tagging potential new customers, following the brand and
reposting the brand's content. By informing people that the more they post the more likely they
are to will, the likelihood of reposting and gaining more awareness will increase.
The campaigns effects can be traced using several metrics. Comments made, shares and
tags can be counted, along with how often the hashtag #GetAGrip is used by those intending to
win. The number of new followers, increased content interaction and reach will be accounted for.
Additionally, the amount of responses and saves of the posts will be calculated to understand the
campaigns impact on the brand. With this information that company can calculate total impact of
the campaign and its usefulness for marketing.
The content for each site will be as follows:
Site: Facebook
Message One: Looking for a new step-up this season? Come and link us at Lynch Family
Skatepark on the first Saturday of each month all summer long to potentially win some new grip!
Stop by the park and show us your best trick- the top ten competitors will skate away with a
sheet of brand new One Gig grip. Comment, like and repost this to let us know that you’ll be
competing. Don’t forget to find us on Twitter and Instagram at @onegigco- and don’t miss out!
#GetAGrip with One Gig. We’ll be at the park- where will you be?
Message Two: Is your grip getting grimy? You’re in luck- we’re giving away ten new sheets of
griptape to ten lucky skaters.
To enter either
– tag three friends in this post
– repost this image
– use the hashtag #GetAGrip
– make sure to follow us!
Don’t forget to find us on Twitter and Instagram at @onegigco- and don’t miss out! The more
you do, the higher your chances of winning- so what are you waiting for?
Mock Up Images:
Site: Instagram
Message One: Spring into the season with some brand new griptape- for FREE! Win yourself a
fresh sheet by tagging three friends in this post, reposting this image, using the hashtag
#GetAGrip and making sure to follow us. The more you do the more likely you are to win, so ge
cracking! Each month all summer season we’ll be giving away ten free sheets of brand new One
Gig griptape… will you be skating away with some?
Message Two: If you’re not at Lynch Family Skatepark on the first Saturday of each month all
summer long, you’re missing out! We’ll be there, handing out FRESH & FREE griptape to the
top ten skaters with the best tricks- will you be one of them? Come show us what you got- and
you may get rewarded for it! Do you have what it takes? Comment, like and repost this to let us
know that you’ll be competing. Don’t forget to find us on Twitter and Facebook at @onegigco-
and don’t miss out! #GetAGrip with One Gig. We’ll be at the park- where will you be?
Mock Ups:
Site: Twitter
Message One: GET READY BOSTON! You could win FREE & FRESH OG griptape- all you
gotta do is comment, retweet and use our hashtag #GetAGrip as much as possible- the more you
do it, the more likely are you win! What’re you waiting for? Get posting and start winning
with #GetAGrip
Message Two: Pop out to Lynch Family Skatepark on the first Sat. of every month- we’ll be
handing out 10 sheets of griptape for the best trick. Come and show us what you got- it could be
enough to win! Comment, like & retweet this to let us know that you’ll be there. #GetAGrip w/
One Gig.
Mock Ups: