​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: