Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Vera Bradley Digital Strategy
Semelhante a Vera Bradley Digital Strategy (20)
Último
Último (20)
Vera Bradley Digital Strategy
- 2. SITUATION ANALYSIS Company Background Vera Bradley is a leader in fashionable, colorful, cotton quilted handbags, accessories, luggage, and paper and gift items for women of every age. Competitors Kate Spade, Tory Burch, Coach, Ralph Lauren. Target Audience Women, between the ages of 15-30.
- 3. EXECUTIVE SUMMARY Why are we here? The campaign was created to retain, to broaden, and to retain a loyal costumer base. How will we reach the audience? By developing a digital campaign, which will differentiate the brand by focusing on the sisterhood of girls all over the world, and how all girls and women build each other up and understand one another.
- 4. BUSINESS OBJECTIVES AND KPIs SEO Website should have HTML text, so that search engines can index its content, consequently ranking higher in search results. Website’s Objective To produce sales. Analytics Keep track of these conversions: •Sales •Subscribers to email list •Social shares
- 5. THE BIG IDEA Developing a digital campaign based on modern video advertisements that state that being a girl is being a champion, that feminity is not a synonym of weakness but the opposite, and that being a woman is much more than wearing cute clothes and using makeup. Use the videos to demonstrate that women are able to do all kinds of things.
- 6. WEBSITE
- 7. INBOUND Content Marketing Will utilize holidays and notable dates to make relatable posts and advertisements in order to build brand loyalty and create mindshare. Blog Posts Link all the blog posts to the social media accounts and divide them into different categories that can catch their audience's attention, such as "DIY" and "Come by the office”. Email Marketing Make all the content mobile-friendly.
- 8. SOCIAL MEDIA Instagram, Twitter and Facebook •Click to follow •Click to website Youtube Pre-roll advertisements targeted by demographic and keywords. Pinterest Utilize to create mindshare but not to advertise products or the campaign.
- 9. ONLINE ADVERTISING Paid online advertisements on: •Buzzfeed •Pandora •Seventeen Magazine •TED •Pinterest Clicking on the ads Landing page: Accessories section of website.
- 10. THANK YOU Vera Bradley is a leader brand for women by women, and it can stay on top if this digital campaign is developed by following the specified tactics. I believe that with this campaign, the brand could possibly reach and create mindshare on a different market, while building brand loyalty on the current target audience, which would all lead to an increase of online sales.