Digital Plan for Harley-Davidson

ADV 420Nan Jin

Harley-Davidson High Price

Aging increasing of Harley customer

BIG IDEA

Use social media to increase the customer interaction, then leads to a increase of sales

Target audience Young professionals

Young generation

Facebook Set up official account

Having a series of activities, ex: having a post what you do not like Harley the most?

Giving out rewards for people who participated our activities

Having a community for Harley's customer

News about Harley and Harley products

Instagram Post picture about young people using Harley

products

Post picture about celebrities using Harley products

Having tags like #motorcycle# #fast# #furious# #young# #lifestyle# etc.

Blog Giving professional blogger opportunities to try

Harley product

Having them write about it

Post their blog on Facebook official account

Gain reader’s for blogger and potential customer for Harley

Gain attentions for both parties

What do we measure?Facebook

- Numbers of followers

- Numbers of likes

- Numbers of comments

Instagram

- Numbers of followers

- Numbers of likes

- Numbers of comments

Blog

- Numbers of comments

Budget plan Total budget 2,000,000

Facebook 900,000 Events holding cost, free gifts cost, data analysis fees, labor fees

Instagram 500,000 Photograph cost, account maintain cost

Blog 600,000 Traveling fees for bloggers

Thank you!