Dubai Marathon Campaign: Analysis of Marketing Strategies for Nike

This report analyzes the Dubai Marathon campaign, detailing the strategies employed to promote the Nike brand. The campaign's objectives include increasing brand awareness and reaching a wider audience. The report highlights the use of both traditional and social media platforms, including television advertisements, social media posts, and press conferences. The target audience is primarily sports enthusiasts. The report includes preliminary research, such as client interviews and archival data, to understand the event and its audience. The campaign's success will be measured by its ability to increase brand visibility and sales, and by the overall reach and engagement generated through social media and other promotional activities. The campaign's success will be measured by its ability to increase brand visibility and sales, and by the overall reach and engagement generated through social media and other promotional activities. The report also addresses the workforce and budget allocation required for the campaign's execution.

DUBAI MARATHON
CAMPAIGN PROPOSAL
Name of the student
Name of the University

BACKGROUND
 Every year the annual marathon is held in
Dubai.
 It first started in the year of the 2000, on 14
January.
 In 2008, it was marked as the richest running
event in the globe.

PRELIMINARY FACT FINDING
 Initial client interview
 Clients mainly the sports enthusiasts were
interviewed.
 The interviewees were asked about the their
choices of shoes.
 Most of them prefer Nike as the shoe brand

PRELIMINARY FACT FINDING
 Archival research
 As part of the archival research method, data
were collected from individuals and the
organizer.
 The archival data contained information that can
be linked to linked to the campaign.

SECONDARY RESEARCH
 Mass media sources
 Data were collected from different news articles
 Online sources were studied and data were
collected in order to know the history of the
event.
 As the event partnered with the government,
government sources were used to collect data

PRIORITY AUDIENCE
 The target audience or priority audience of the
campaign will be mainly the sports enthusiasts.
 Secondary audience of the campaign will be the
viewers or audience of the events
 The brand Nike will be promoting its brand
through the organizing the campaigning

GOALS AND AUDIENCE
 The primary goal of the campaign will be to
promote the brand Nike.
 Mainly it will promote its shoes, however other
products will also be promoted through the
campign.

GOALS AND OBJECTIVE
 Dubai marathon is a big event, thus being a
campaigner of the event will be extremely
beneficial for the brand Nike.
 Through campaigning the event, the brand Nike
aims to reach out to more customer

COMMUNICATION STRATEGY
 In order to campaign the event of Dubai
Marathon, both the traditional and social media
promotional strategy will be undertaken.
 as part of the traditional media strategy,
advertisement will be done over traditional
medias like television and hoardings

COMMUNICATION STRATEGY
 Similarly, the social media promotion will include
publish contents over social media networking
sites like Facebook, Instagram and Twitter.
 Through social media the brand Nike will also be
interacting with the customers in order to
campaign for such an prestigious event

COMMUNICATION STRATEGY
 In order to campaign the prestigious event Dubai
marathon, the campaigner brand will be holding
press conferences to have media coverage of the
campaign.
 By having the media coverage, the brand will be
highlighted as the campaigner brand of the event

BUDGET
Program element Cost(USD)
Booth $8225
Trade show material $2500
Press kit development $2200
Media promotion $1050
Foreign journalist $5200
Local journalist $1000