2. Express Brand Background
• Headquartered in Columbus, OH and NYC
• Owned by the Limited Brands
• First store opened in 1980
• Operates about 600 stores in the United
States
3. Current Challenges &
Opportunities
Threats:
• Many similar competing
stores with cheaper
prices, ex. H&M
• Only caters to adult
market
Opportunities
• Use of social and digital
media marketing
• Expand to international
markets
• Create brand loyalty by
offering excellent
promotions and customer
service via the web
4. Digital Media Strategy
Goals and Objectives:
• Increase profits for
Express by 3% in one year
• Develop digital media
strategy to cater to
target market of
professional young men
and women between the
ages of 20 and 30.
Express’ Mission Statement
• "Limited Express and
brands are committed to
building a family of the
world's best fashion
brands offering
captivating customer
experiences that drive
long term loyalty and
deliver sustainable
growth for our
shareholders."
5. Social Media: Blogging
• Content and responses written
by Communication (PR,
Advertising, Marketing)
department at Express
• Objective is to respond to
client concerns and questions
• Avenue for ideas
• Create content (Ex. Style book
from celebrity company
representative like Kate Upton)
6. Twitter, Facebook,
Instagram, Pinterest
Twitter:
• Tweet coupon codes
• Promote using hashtags
(#ExpressJeans)
• Interact with followers
Facebook:
• Links to new blog posts
• Contests via share feature
• Utilize the page of
celebrity model Kate Upton
Instagram:
• Photos of promotions & new
clothing
• Hashtag feature
• Stay in touch with customers
by liking photos in Express
clothing
Pinterest:
• Pin photos of outfits put
together by Express stylists
7. Google AdWords
• Increase Pay-Per-Click and Click-Through-Rate
• Search engine optimization: go beyond obvious
keywords (ex. Coupon men's fashion)
• Advertisement Example:
Headline: Denim My World Affordably
Ad Text: Men and Women’s Jeans Discount: Buy One Get one
$29.90!
URL: http://www.express.com
8. Mobile Marketing
• Mobile phone mail list that sends texts for
promotions. Enter phone number each time a
purchase is made in store and online, better
coupons each time number entered.
• App that saves credit card number for easy check-out
• Keep free shipping over $50 for mobile app
9. How To Track Success
• Utilize Google
Analytics to determine
number of blog hits
• Track company sales
after active social
media presence
• Add surveys to
receipts to ask what
customers think of
Express’ online
presence
10. Budget and Big Idea
Big Idea: Increase traffic into the store and online
by encouraging non-brand loyal shoppers.
Budget:
Total = $50,000
Google AdWords: $5,000
Mobile App: $15,000
Coupons: $5,000
Blog & Labor: $20,000
Promotions Via Social Media: $5,000
