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Digital marketing campaign for steve madden.pdf

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Digital marketing campaign for steve madden.pdf

  1. 1. Digital Marketing Campaign for Steve Madden Digital Marketing Campaign  For Steve Madden
  2. 2. Target Audience Women’s footwear is the target section of the company, focusing on women ages 16-35.
  3. 3. Get 1 million people to see one ad, instead of getting 1 person to see one million ads
  4. 4. Company Goals #1: Increase reach of online advertisements by 10% #2 Increase traffic to stevemadden.com by 25% by the end of the fiscal year. #3 Reach more customers via Twitter, Pinterest and Facebook. #4 Increase our overall online presence, specifically to our target audience.
  5. 5. SteveMadden.com REDESIGN! Color Change 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 from. Add a section to type in a description of the shoe you are looking for and it gives you options. Press Release Website redesign will be a HUGE ORDEAL! Press releases will be sent out frequently leading up to the unveiling of the website to create hype.
  6. 6. Twitter Twitter giveaways announced a week before. Both to increase followers and retweets. I also want to do sponsored tweets appearing on the walls of our target audience. There would be a new sponsored tweet every week showing a different shoe.
  7. 7. Pinterest Fashion company + Pinterest = genius! Pinterest will updated frequently with the most recent lines and most on trend styles. Pinterest contests will bring many people to view our page. CREAT, PIN… WIN! Pinterest contest 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!!
  8. 8. Other Online Presence AdWords Target ads on Google to the key phrases: “women’s shoes” and “affordable footwear” Blog Monitor online blogs Get bloggers attention with constant online presence. Facebook Continue the constant targeted Facebook ad that Steve Madden currently runs.
  9. 9. Budget 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 month Other forms of PR are difficult to determine the budget.
  10. 10. The End

Notas del editor

  • 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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