Digital Marketing Campaign
for Steve Madden
Digital Marketing Campaign
For Steve Madden
Women’s footwear is the target section of the
company, focusing on women ages 16-35.
Get 1 million people to
see one ad, instead of
getting 1 person to see
one million ads
#1: Increase reach of
online advertisements by
#2 Increase traffic to
stevemadden.com by 25%
by the end of the fiscal
#3 Reach more customers
via Twitter, Pinterest and
#4 Increase our overall
specifically to our target
Must pop off of the
page when viewed
by a customer.
Must be on trend for
the season’s styles
and color pallet.
Easier to shop
Have less segments
of shoes to chose
Add a section to type
in a description of the
shoe you are looking
for and it gives you
Website redesign will
be a HUGE ORDEAL!
Press releases will be
sent out frequently
leading up to the
unveiling of the
website to create
Twitter giveaways announced a week
before. Both to increase followers and
I also want to do sponsored tweets
appearing on the walls of our target
There would be a new sponsored tweet
every week showing a different shoe.
Fashion company + Pinterest =
Pinterest will updated
frequently with the most
recent lines and most on trend
Pinterest contests will bring
many people to view our
CREAT, PIN… WIN!
requiring her to create a pin of
a picture of her favorite Steve
Madden shoes. Then she will
pin her THREE favorite pair and
be entered to WIN!!
Other Online Presence
Target ads on Google to the key
phrases: “women’s shoes” and
Monitor online blogs
Get bloggers attention with
constant online presence.
Continue the constant targeted
Facebook ad that Steve
Madden currently runs.
Overall campaign budget: 70 million dollars
Web Redesign: 500,000
Digital Ad Agency: 730,000
Twitter: 1 million per month Facebook: 1.5 million per
Other forms of PR are difficult to determine the budget.
Hi, my name is Danielle White and I would like to present to you my Digital Marketing Campaign for Steve Madden.
Steve Madden is a company that is broken down into seven sections of the company. The one part of the company I want to focus on is wholesale footwear, specifically women’s footwear. The target audience within that division is women ages 16-35. In general, there are the people fashion is catered toward and they are also the most fashion forward individuals.
The overall theme of my campaign is based off of this one saying “ Get 1 million people to see one ad, instead of getting one person to see one million ads” All the goals for this campaign are based around this strategy.
The first goal is to increase the reach of our online advertisements by 10%. The next goal is to increase the traffic to our website by 25% by the end of the fiscal year. The third goal is to reach out to customers more via Twitter, Pinterest and Facebook. The fourth and final goal is to overall have a greater online presence, specifically to our target audience. I have three main strategies for accomplishing these goals.
First is to redesign SteveMadden.com. The colors for the website need to pop off the page and constantly be updated to stay on trend with the season’s styles and color pallet. Next, it needs to be easier to navigate. As a frequent stevemadden.com user, I find it hard to find the shoes I saw in the store and need to have. I want to fix this by not making the website so segmented and add a section where you can describe your shoe and it gives you best matches. Also, I want this website release to be HUGE. Press releases will be sent out frequently leading up to unveiling, creating a lot of hype and excitement.
The next social media outlet I want to use is Twitter. I want to do Twitter giveaways, similar to radio station giveaways. This is to increase retweets and followers. Next is frequent sponsored tweets to our target audience. Each of these tweets would feature a new shoe every week.
The third of the three main strategies is Pinterest. In my opinion, there is no better place to highlight a FASHION company than on a picture social media website. In fashion it is all about what it looks like and pinterest shows that off perfectly. I want to do pinterest giveaways. The first would be Create, Pin….Win! This would be a contest where the contestant uploads a pin of her in her favorite Steve Madden shoes on a new board. Next, she pins her THREE favorite pair of Maddens and is then entered to win the contest! Pinterest contests will really draw attention to the shoes and the fabulous picture of the on our boards, which will be constantly updated.
Here are three other minor campaigns I want to run. First is google ad words. This would put ads on Goggle for Steve Madden, being target to the phrases “ women’s shoes” and “affordable footwear”. Next is blogging. Although I won’t have any blogs for this campaign, I want to constantly monitor them to know what people are saying about the company. Finally, the most important of the three, Facebook. Steve Madden has a strong Facebook presence and I intend to keep that going strong.
The overall budget for this campaign is 70 million dollars. For the website redesign , I want to hire 5 designers for a year. Since the average salary of a web designer is 100,000 a year it will cost 500,000. Next is the digital ad agency putting the plan into cost, which will cost approx. $250 an hour, 8 hours a day and 365 days would equal about 730,000. I want to do about 1 million per month on sponsored Tweets and 1.5 million per month on facebook ads. Other aspects of the campaign will cost, but the figures are very hard to determine.
I hope you liked the presentation, thank you for your time.
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