Mountain Equipment Co-op wants to increase sales of the MEC Midtown Bicycle - Unisex by 20% by the end of this fiscal year.

The current product landing page can be found here.

https://www.mec.ca/en/product/5051-245/Midtown-Bicycle

MEC's target market is men and women 18 - 45 who work in the greater metropolitan areas of Toronto, Hamilton, Kitchener. These people prefer to bike to work rather than drive or take public transit. They are looking for an economical, but not cheap, bicycle that is comfortable to ride on paved roads.

For Paid Media Marketing, MEC has a two-pronged strategy.

1. Increase awareness of MEC Midtown Bicycle amongst potential customers who meet the demographic, geographic, behaviour and psychographic profile of the target market. They plan to use Facebook paid advertising.

2. Increase purchases of MEC Midtown Bicycle amongst potential customers who are actively looking for a mid priced commuter bicycle. MEC plans to use display ads placed through the Google Ad network.

You have been asked to come up with recommendations for a Paid Social Media campaign and a Display Ad campaign.

Write down your responses to each of the tasks below and submit them via Blackboard before the due date.

Facebook Advertising Tasks

1. Describe the type of Facebook target audience and the targeting parameters you suggest for this campaign. (6 marks)

2. Provide a rationale for your targeting recommendations. (3 marks)

3. What type of Facebook Ad format do you recommend? (3 marks)

4. Provide a rationale for your format recommendations. (3 marks)

5. What would be the headline for your ad? (3 marks)

6. Provide a rationale for your headline recommendation. (2 marks)