Digital Marketing presentation - City University, London - fashion - Teach digital - www.teachdigital.uk

1. ADVANCED DIGITAL MARKETING SHORT COURSE
Eleni, Maria, Maria, Roberta
ADM SPRING 2013

2. ABOUT US
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3. ABOUT US
• Brand Name: ‘Dress Me Up’
• Targeted Audience: female
• Targeted Country: UK
• Vision: help you to look at your
best whenever you need it
• Mission: ‘Dress Me Up’ wants to
be your personal stylist providing
customized advice by using your
wardrobe.
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4. REASON WHY
• Full wardrobe but still nothing to wear?
Female need a piece of advice of how to wear
and combine their already clothes instead
of buying new pieces.
• Enhance your wardrobe within your
budget
Follow the new fashion trends without
spending a fortune. Mix match your own
clothes with smart purchases.
• Adapt yourself to the new trends.
Everybody wants to look good. However, not
all the new looks fit to everybodyunless
you know how to adopt them according to
your body features.
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5. SERVICES
• Personal outfit advice by fashion
stylists based on customer’s wardrobe
The client uploads pictures of her clothes
and selects her desired outfit she is
seeking to look like. This is a paid service.
• Complete Makeover
Client requires to change her overall styling by
providing details from what she has
already in her wardrobe. This is a paid
service.
• Advice and tips
Overall, the clients can find FOR FREE
tips about fashion, make up and makeover
solution in our blog and newsletters.
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6. SITUATION ANALYSIS
• Our Customers: focus on female gender
with 4 different targeted marketing groups
depending on the age. Therefore we
created 4 Personas to cover theoretically
the majority of female customers.
• Our Market: online service. The
purchasing habits has changed from retail
shopping to online shopping. Our online
services for personalized online purchases
cover the customers’ need.
• Our Competition: in the U.K. there is no
other company that offers the same online
services. Our competitors are retail shops
that offer the similar services inside their
store. Also, the online clothing stores by
the use of photo galleries and online
shopping.
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7. TARGET
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8. • I love children. Children are
the best part in my life.
However, I like to take care of
myself.
• Every day I need to be at
hospital for my patients, but
also I need to look great for
myself.
• Technology helps me to keep
updated. Usually use smart
phone and i-pad. I findthem
convenient, easy to use and I
search everything at any time.
• Yoga gives me vital energy to
seize every day. Four times
weekly are enough to keep my
body healthy.
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Targeted Group: Pregnant Woman
Persona:Kathie Johns, 34
Location:Exeter, U.K.
Occupation:Doctor in Private Clinic

9. ADM SPRING 2013
Persona: Laura
Location:Shoreditch(London)
Occupation: student who loves travelling
Targeted Group: Teenager
• I am a 20 year old girl who
studies abroad and loves
music watching old movies,
loves going to music festivals
and spends her money in
travelling all over the world.
• I love fashion and I consider
myself a Fashion Victim I love
to follow blogs, always read
Vogue and fashion magazines
but have no budget for buying
clothes cause I prefer to spend
my money travelling.

10. • My ambitious to achieve high
professional standards does
not mean that I do not want to
create a family.
• Having the right balance
between family and work is my
goal without neglecting myself.
• After the birth of my daughter I
reviewed my fashion shopping
list and I decided to re-use
clothes that I have in my
wardrobe but I do not know
how.
• Being mother and wife does
not mean that you have to stop
being an IT girl.
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Targeted Group: Working Mother
Persona: Andy Hanaway
Location: Cambridge UK
Occupation: Manager in a Barclays’ branch

11. • My daily routine includes
all kinds of workout such
as running, gym, surfing
and yoga.
• I always wear long sports
clothes. I want to look
fancy when I go out but I
don’t know how to
combine clothes or what
style fits me.
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Persona: Eleni Ainur
Location: London
Occupation:marathon athlete
Targeted Group: Sporty girl

12. WEBSITE
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13. WWW.DRESSMEUP.UK.COM
• Availability: at £ 16,98 for 2 years
• Keyword in brand and in the website
name.
• Clear identification with the
company.
• Heart of the Business: all the traffic
should be directed there.
• Call to Action: 5 CTA are clearly
identified.
• Value Online Proposition: in the
homepage.
• Feedback link: in the homepage.
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14. CHOOSING THE TITLE AND THE BRAND NAME
We used Google Keywords to evaluate different options for the brand
name.
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15. ADM SPRING 2013

16. BUILDING TRAFFIC
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17. KEYWORD
• Use of Google Ad Words keyword
tool to find the right Keywords for our
online marketing strategy.
• Keyword chosen: Personal Outfit,
Personal outfit advice, Personal
stylist, Personal stylist consulting,
Wardrobe, Your personal outfit given
by an expert stylist, show your
wardrobe.
• Density : careful to the density of
those words in the pages.
• Copywriting: write qualitative texts
to be recognized by Google.
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18. SEO
•External links : hyperlinks that
when are selected direct the user to
a new website.
•Hyperlinks to: blogs, social media,
fashion stores, make-up brands,
online magazines, newsletters, etc.
•Internal Links: hyperlinks that
when selected directs the user to a
new page of the same website.
•Social Media Dress me Up:
generate regular useful and
shareable content with always the
link to www.dressmeup.uk.com
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19. METATAGS FOR THE HOMEPAGE
• Title: <title>Hire your personal stylist
online<title>
• Description: <META name =
"description" content=Your personal
stylist that provides customized
advice by using your wardrobe”>
• Keywords: <META
name="keywords" content="outfit,
personal outfit advice, personal stylist
consulting”>
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20. ADWORDS CAMPAIGNS
• Campaign: 4 different campaigns for
each persona.
• Keywords: at least 50 keywords that
can be also a group of words or
misspelt words.
• Google Analytics: evaluate the
performance of each advert.
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21. PREGNANT WOMAN
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22. WORKING MOTHER
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23. TEENAGER
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24. SPORTY GIRL
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25. DIGITAL MARKETING CHANNELS
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26. BLOG
1 post per week written by 4 different authors.
Post about trends, fashion, other people outfits, commercial partnerships
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27. EMAIL MARKETING
Seasonal discount (wedding season, Christmas, Easter, Valentine
day)
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dress me up <customer@dressmeup.uk.com>

28. EMAIL MARKETING
Special promotions with discount (birthday)
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dress me up <customer@dressmeup.uk.com>

29. EMAIL MARKETING
Special promotions with discount (birthday)
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dress me up <customer@dressmeup.uk.com>

30. EMAIL MARKETING
Fashion tips
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dress me up <customer@dressmeup.uk.com>

31. NEWSLETTERS
Our customers will be informed twice a
month with the Dress Me Up Newsletter,
which will include:
1. All the weekly posts from our blog.
2. The tips of the week.
3. Our YouTube videos.
4. The best pictures from our social
media (Pinterest and Instagram).
5. The style of the week voted from our
social media fans.
6. Our promotions.
7. Our partnerships
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32. SOCIAL MEDIA
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33. FACEBOOK
2 posts per day ( blog , tips, tutorials, offers, suggested style of the week)
Interaction with followers, vote via Instagram and Pinterest the best dressed fan
and offer them a free consultation.
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34. TWITTER
5-6 (re) tweets per day, (follow and interact with fashion bloggers or magazines
and sites/create conversation, promote blog posts, videos, tips/ drive traffic to
the Facebook page for more visual content)
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35. PINTEREST
Press Release (every link that speaks about us), outfit we like,
trends.
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36. INSTANGRAM
Improved visibility and reputation with satisfied customers that can post pictures of
outfit created by Dress Me Up. Creation of the contest the best dressed of the
week.
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37. Google +
Useful for the SEO. It will be more powerful in the future because
of the possibility of Clouding that Facebook does not have.
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38. YOUTUBE
Tutorials “How to make up”
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39. ONLINE MEDIA & PR
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40. STRATEGY
• Mention our brand on other sites and
networks to create traffic returns on
our official sites.
• Control the negative comments and
enhance the visibility but also our
SEO.
• Establish expertise and demonstrate
commitment to our field.
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41. PARTNERSHIPS
Bloggers, fashion online and offline magazines, E-commerce
shops, Fashion clothes shops
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42. CO-BRANDED EMAIL
Offers: Special outfit discounts of they buy from those
brands/Promotions of the brands with discount vouchers from our
newsletters
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43. THIRD PART NEWSLETTERS
Make other people speak about us
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dress me up <customer@dressmeup.uk.com>

44. AFFILIATION WITH INFLUENT BLOGGERS
Making collaboration when the outfit consulting is given by influent
bloggers
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45. PRESS RELEASE WITH NEWSFEEDS
LaunchPresentation
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46. eCRM
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47. AFTER SALES EMAIL
Email address:
CS@dressmeup.uk.com
Email sent:
• After every purchase as a confirmation
email.
• After 2 days to rate the level of
customer’s satisfaction and fill a
feedback form for our services for further
improvements.
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48. TWITTER ACCOUNT FOR CUSTOMERS
Join to us to twitter:
@Csdressmeup
Tweets can be used by customers in
order to receive a quick response,
answered immediately by the staff.
• General or particular fashion
inquiries.
• Solving last minute questions.
• Text us even when you are
shopping.
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49. FEEDBACK AND SURVEYS
• It is crucial for us to receive feedback
of our customers. It helps us to
understand our lacks and mistakes in
order to improve them in the future.
• A feedback button is added on the
homepage. For those who are not
interested. They might be motivated to
fill the feedback form via an email
after using our services.
• A survey email is sent to customers
after 2 week to rate our services and
styling consultations.
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50. MOBILE MARKETING
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51. ADM SPRING 2013

52. THANK YOU!!!
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