A proposal for DSW digital marketing using collegiate females as a target audience.

1. +
Designer Shoe Warehouse
Digital Strategy
Carrigan McCatty

2. +
Who is DSW?

Designer Shoe Warehouse

Discount shoe retailer

Nationwide chain

Specializes in women’s shoes

3. +
The Big Idea

The most profitable customer is
the life long customer.

DSW is a discount driven
retailer.

Who loves discounts? College
students

The collegiate crowd will be
pursued.

4. +
Who is she?

Average female college
student, 18-22 years old.

She is sophisticated digitally,
from Tumblr to Twitter.

Her wardrobe is just as varied
as her interests, and she
requires multiple pairs of
shoes.

She has disposable income,
if not a lot of it.

She is you, and she is me.
She is half this room.

5. +
Key Performance indicators
 Instagram
Likes
 Number
Shares/
of new
members with .edu
emails
 Profit
increase in
stores within five miles
of a college campus
 Participation
in social
media contests

6. +
Tools of The Trade

Facebook: Community, images, and interaction

Twitter: Notoriety and personal interaction

Pinterest: curator of contents and images

Instagram: a source to display collegiate pride and fabulous shoes

7. +
Tactics
Student Discounts
Campus contests
Scholarships

8. +
Budget
•
$250 an hour
•
Ten hours a week for six months
•
$60,000
•
$5,000 given away a month in prizes
•
Total: $90,000

9. +
Results?

Lifelong customers

An educated, soon to be well off group of customers

Relatively cheap ad campaign

Easy upkeep and maintenance

10. +
Summary
•
Easy to implement plan
•
Utilizes social media and digital
strategy
•
Economically feasible
•
Large, easy to reach target
audience
•
Easily quantifiable results