Giant Bicycle

Primary Goal

Develop an integrated marketing communications plan that would increase brand awareness for Giant’s off-road bicycles.

Process

My team and I first identified our target audience, which was male professionals between 35 and 50 years old, through market research. We also did market research via one-on-one interviews with off-road cyclists within our target audience to better determine the customer journey of lookalike customers. Based on our findings we developed our big idea for the IMC plan: “with Giant, escape is possible”. Our primary strategy that would promote our big idea was a mobile app that would allow off-road cyclists to connect and ride together. We alsocreated and planned out our marketing tactics across many marketing channels including social media, print, television, and live events. For our event marketing we developed a Giant cycling tour where people could try out Giant’s off-road bicycles on trial courses at various national parks across the United States. I also took the highlights of what we had produced and created a brief pitch video that would be presented to the Giant marketing team (as seen above).

Challenges

In addition to developing many strategies and supporting tactics, this project required delivering lots of marketing creative such as print ads, flyers, and a pitch video - all under a very tight schedule.

Results

We pitched our big idea and strategies to our professor who then delivered our IMC plan to the marketing team at Giant. We received positive feedback from both our professor and Giant’s marketing team.

To see the entire IMC plan book for Giant off-road, please follow the link below.