History

Created by BYU-Idaho students in the summer of 2022, Road Bum was an IBC company focused on selling tie-dye shirts and outdoor apparel.

With permission from the original designers, the Road Bum legacy lives on as a standalone e-commerce website selling anything from hoodies to tote bags.  This former IBC business is now an integral part of other university courses that teach digital marketing and advertising.  

Real World Application

This Road Bum website, now owned by the college, provides a valuable opportunity for multiple marketing and communication students to gain practical experience in managing digital marketing campaigns in search, social media, and email. Through analyzing traffic and sales trends, students learn how to effectively optimize and prioritize their marketing strategies, ultimately preparing them for success in the real world.

The New Student Experience

  • Set Up and Optimize Retargeting Campaigns in Meta and Google
  • Execute Google Shopping Campaigns
  • Use GA4 to Analyze Website Traffic, Sales and Attribution
  • Use Paid and Organic Strategies to Have Full Funnel Conversations with Real Customers
  • Design Content Specific to Different Channels and Placements