This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are: 1. Background/Situation Analysis 2. Customer Groups 3. Program Objectives 4. Channels & Contact Points 5. Content & Message Strategy 6. Measurement and ROI 7. Budgeting & Organization Considerations

1. Managing Marketing
Communications –
Francesca’s
- Akanksha Jain

3. Company Background
¡ Started in 1999 in Houston, Texas
¡ Founded by three siblings — Chong Yi, Kyong Gill
and Insuk Koo — and their friend John De Meritt
¡ 350 Boutiques in 45 States
¡ Online Boutique – francescas.com
¡ Goal: Open 900 boutiques in the United States
over next 8 years

4. Company versus Industry
¡ Business-to-Consumer Company
¡ In the Fashion Industry
¡ Life-cycle Stage: Growth Phase

5. Sales 2012
Analyst and Investor Day Presentation; April 2, 2013

6. Target Market
¡ 18-35 year-old, fashion
conscious, female customer
¡ College educated
¡ Has moderate to high
disposable income
¡ Enjoys shopping for the latest
fashions
¡ Loves highly personalized
customer service
¡ Spends a higher proportion of
her income on fashion than
the general population
Annual Report; February 2, 2013

7. Competition Analysis
Analyst and Investor Day Presentation; April 2, 2013

8. Differentiating Factors
¡ Unique merchandise at Affordable Prices
¡ Fresh inventory, in tune with the current trends –
almost every 5 days
¡ Buyer expertise
¡ Broad base of vendors
¡ Broad and Shallow Assortment
¡ Differentiated Shopping Experience
¡ Uniquely designed and merchandised to feel like an
independently owned, upscale boutique

9. SWOT Analysis
• Unique
Merchandise
• High Quality
• Attractive Prices
• Fresh Inventory
• Warm and Inviting
Boutique
Environment
• Awesome Mobile
Experience
• Limited Marketing
Budget
• Boutique
experience
dependent on the
Associates
Weakness
Opportunities
• Increase number
of Stores
• Explore shipping
internationally
• Better Digital
Experience
Strengths
Threats
• Large, Fragmented and
highly Competitive market
• Rapidly changing Fashion
Trends, Customer Tastes
• Business sensitive to
Consumer Spending and
Economic Conditions

10. Assortment Strategy
Analyst and Investor Day Presentation; April 2, 2013

11. Location Strategy
Two-pronged approach:
¡ Top-down: Population and Demographic reviews
using independent, third party research
¡ Opportunities identified across top 500 Metropolitan
Statistical Areas
¡ Emerging markets identified
¡ Bottom-up: Research validates venues and
identifies specific site opportunities
¡ Catalogue of desirable locations
¡ Based on extensive travel, industry knowledge, and
peer performance
Analyst and Investor Day Presentation; April 2, 2013

12. Boutique Design and
Environment
¡ Range in size from 1,000 to 1,800 square feet, with an
average size of approximately 1,385 square feet
¡ Boutique Front:
¡ Visually appealing architectural lighting, signage and display
window presentations
¡ Boutique Inside:
¡ Warm earth tone color palette and soft lighting
¡ Use rugs, lush fabrics and table cloths to create a sense of
depth and richness
¡ Chandeliers and antique displays reinforce the unique
ambiance and add to the sense of sophistication and style
¡ Merchandise presentation, including display windows, tables
and walls, is refreshed every two to three weeks
Annual Report; February 2, 2013

13. Present Marketing Channels
¡ Emails
¡ Website
¡ In-Boutique Experience
¡ Word-of-Mouth publicity
¡ Social Platforms
Facebook
Twitter
6,223 Tweets; 7,236 Followers
Pinterest
729 Pins; 70 Likes; 5,959 Followers
Instagram
495 Posts; 21,422 Followers
YouTube
Data as of Oct 21, 2013
102,673 Likes; 471 Talking about this
4 Videos; 102 Subscribers

14. Problem Situation
¡ Selling everything to everyone
¡ Marketing based on Short-term incentives
¡ No Long Term Strategy in place
¡ Little Brand Awareness
¡ Low engagement

15. Target Market Evaluation
¡ College girl
¡ Professional woman looking for formal-wear
¡ Would opt for more formal brands such as Banana Republic,
Ann Taylor
¡ High investment needed to make them switch to Francesca’s
¡ Professional woman looking for evening/ weekend wear
¡ Professional Moms
¡ Would be looking for deals & promotions
¡ Switchers
¡ High investment needed to keep them loyal
¡ A group that wears only Francesca’s
¡ Difficult to have because Francesca’s has few selected pieces

16. Customer Groups
Divide the Target Market into two segments and then
market them based on their behavior:
¡ College girl
¡ The 'vivacious fashionista'
¡ Looking for stylish clothes that complement who she is
¡ Looking for apparel that she can wear at college/
evening get-together/ weekend party
¡ But won’t cost her a fortune
¡ Looking for promotions/ deals
¡ Ready to experiment with colors and patterns
¡ Is super active on Social Media
¡ Can influence friends and family purchase decisions
¡ Age: 18-24

17. Customer Groups(con’t)
¡ Professional Woman (for Casual purpose)
¡ Wants to be recognized as a fashionista amongst her friends
¡ Looking for apparel for her evening and weekend get-togethers/
parties/ shopping trips
¡ Fashion gives her self-confidence
¡ Does not mind spending money as she has a high disposable
income
¡ Shops at few selected brands, where she gets unique pieces
¡ Would buy full price
¡ Wants to be unique
¡ Wants something which suits her, and differentiates her from others
¡ Shops frequently
¡ Is active on Social Media and voices her opinion
¡ Posts her photo whenever she puts on something new
¡ Age: 24-35

18. Program Objectives
¡ Get new Customers
¡ Increase Brand Awareness
¡ Increase Product Trial
¡ Increase top-of-mind Brand Recall
¡ Retain, Maintain, Grow and Diversify current customers
¡ Convert customers into brand advocates and loyalists
¡ Cross-sell products
¡ Get more people in the boutique
¡ People will see and experience the beautiful décor, items and inboutique customer service
¡ This will increase the
¡ Product trial
¡ Top-of-mind recall
¡ Recreate the same experience online so that people, who have
experienced what Francesca’s is in store, can buy online and feel the
same satisfaction

19. Brand Contact Audit
Contact Point
Relevance
Receptivity
Response
Reach
Expectation vs
Reality
Resources
Required
Website
High
Med
High
Med
Expectation >
Reality
(can be
improved )
Low
In-Boutique
Experience
High
High
High
Med
Expectation >
Reality
(can be
improved )
High
Email
Med
Med
High
Med
Expectation >
Reality
(can be
improved )
Low
Social Media
High
High
High
High
Expectation >
Reality
(can be
improved )
High
Search Results
High
High
Med
High
Expectation >
Reality
(can be
improved )
Med

20. Insight Logic Test
¡ For young women
¡ Who want to be a fashionista and look different
amongst others
¡ Our Brand/ Product offers you a collection of unique
and hand-picked apparel and accessories
¡ That will help you stand out and be yourself
¡ Unlike other brands whose designs look identical
¡ Our Product will make you feel special and
confident in a crowd

21. Content & Message
Strategy
¡ Focus is on present Marketing Channels only because of limited marketing
budget
¡ Design a Loyalty Program
¡ Would need cooperation from Customer Service Department, Business Intelligence
Team
¡ Should have a CRM in place to distinguish between best/ good customers and reward
them accordingly
¡ Invest in SEO – keyword search
¡ Start Blogging
¡ This will improve Google ranking
¡ Invest in Facebook and Twitter Sponsored Posts
¡ Post engaging content to increase conversations on Social Media Platforms
¡ Improve in-boutique customer experience

22. Present – Loyalty Program
¡ No Loyalty Program/ Card
¡ Emails only about latest promotions

23. Campaign – Loyalty
Program
Introduce a Loyalty Program
¡ Link the loyalty card with their online account
¡ Earn points with each purchase
¡ Track customer’s purchases
¡ Send emails to them about “Related Products” such
as “This necklace will add a pop of color to your
recently purchased top”

24. Campaign – Loyalty
Program(con’t)
¡ Reward loyalists with benefits
¡ Preview of a new collection
¡ Special in-boutique make-over events
¡ Sale for them opens 1 day before it opens for
others
¡ Discounts to students with a valid Identity Card – to
attract this market

25. Present SERP

26. Present SEO
What they are doing
good
What needs to be
improved
¡ Have Meta tag on
homepage
¡ Meta Tag Description on
Level-I, Level-II webpages
should have more keywords
¡ Have a Title tag
¡ Have Header tags
¡ Have an Alt tag
¡ Have fully qualified links
¡ Have a Site Map
¡ Keywords in the Meta tag
Description should be
reconsidered

27. Campaign – Website
¡ Introduce Sections
¡ Fall Trends/ Spring Trends/
Shop the Look/ Beach
Look
¡ Help in cross-sell
¡ Create an experience so
that customers feel they
are shopping in the
boutique, and an
associate is giving them
ideas
¡ Introduce a Blog
¡ Improve the Search
Ranking
¡ Generate Content

28. Campaign – Website
¡ “Campus Chic” section on
Website
¡ Should add more items
under that section
¡ Promote this section with
Sponsored posts/ tweets/
emails to 18-24 age girls

29. Present Social Media
What they are doing
good
What needs to be
improved
¡ Post 2-3 times a week
¡ Post only about latest
promotions
¡ Respond to customer’s
positive and negative
feedback
¡ Link back the pinned item/
picture on Facebook to
website
¡ Do not post other content
¡ Very little engagement

30. Present – Facebook Analysis
Brand
Posts
By
Type
Average
Engagement
By
Post
Type
All
Post
Types
4
All
Post
Types
272
Photo
4
Photo
272
Video
0
Video
0
Link
0
Link
0
Ques7on
0
Ques7on
0
Short
Status
(0-­‐140
Characters)
0
Short
Status
(0-­‐140
Characters)
0
Medium
Status
(141-­‐300
Characters)
0
Medium
Status
(141-­‐300
Characters)
0
Long
Status
(301-­‐1,000
Characters)
0
Long
Status
(301-­‐1,000
Characters)
0
Extra
Long
Status
(>
1,001
Characters)
0
Extra
Long
Status
(>
1,001
Characters)
0

31. Present – Facebook Analysis
OUTBOUND
4
Brand Posts
COMMUNITY
HEALTH
103k
Total Page Fans
OPTIMIZATION
CONTENT
DETAILS
Most Engaging Content Type
Most Engaging Post
272
Total Engagement
on Brand Posts
38
68
Engagement/Post
0.0%
Avg. PTAT as % of Fans
Top Day/Time For Engagement
0.3%
Engagement as % of
Fans
Friday
Avg. People Talking
About This (PTAT)
Photos
11:00 AM – 12:00 PM
"Timeline Photos | Get your glitter on!
Stop by Francesca's now at
#CityWalkLA to get a glitter tatto…"
171 interactions (6.9x average)

32. Present – Facebook Analysis
Engagement
on
Outbound
Posts:
Keyword
Analysis
#
of
Instances
Avg
Engagement
7
80
6
70
#
of
Instances
6
60
5
4
50
4
40
3
2
2
30
2
22
2
1
20
1
1
0
0
0
0
0
0
0
10
0
Avg
Engagement
6
68

33. Present – Facebook Analysis

34. Present – Facebook Analysis

35. Present – Facebook Analysis

36. Present – Twitter Analysis
Twitter Customer Service Workflow
How many times
was our brand
mentioned across
profiles?
How many times did
we send a reply?
How many unique
people did CS talk
with?
How many high
volume issues were
addressed?
(4 or more reponses)
responses)
49
6
60
0
Total Mentions
CS Responses
Unique People
Complex Cases
Response Rate.
Avg. Followers Per Person
Engaging.
30.5 Hrs
Average Response Time
Avg. Number of CS
responses per user
12%
1,452
1.25
Friday
Most active Day of Week
9:00 AM
Most Active Time of Day

37. Present – Twitter Analysis
Top
Keywords
&
Frequency
Within
Men7ons
80
75
75
75
70
60
50
40
30
20
10
0
8
4
4
4
5
5

38. Present – Twitter Analysis
Top
Users
by
#
of
Followers
Followers
23.6K
4
3
3
3
20.0K
Followers
3
2
15.0K
10.0K
0
2
2
1
8.3K
1
2
8.0K
1
4.6K
5.0K
2
3.9K
1
1
1
1
1
1
1
1
3.6K
2.8K
2.6K
2.3K
2.3K
2.2K
2.2K
2.1K
1.8K
1.5K
1
0
Your
Replies
25.0K
Your
Replies

39. Campaign – Social Media
¡ Post content on what benefits customers will get
when they buy from Francesca’s and not from
other stores – talk about
¡ Exclusivity
¡ Handpicked pieces
¡ Uniqueness
¡ Feeling special/ Rewarding yourself/ Treating yourself

40. Campaign – Social
Media(con’t)
¡ Post engaging content – this will bring in
Conversations, hence more Visibility
¡ Latest trends, what print is in, Fall Looks..
¡ Pairings such as Maxi Skirt pairings, Statement
Necklace pairings..
¡ Outfit ideas
¡ Different ways to wear a scarf
¡ Different make-up ideas
¡ Nail art ideas
¡ Contests where people can post their pairing ideas
¡ Sneak peak of a new collection

41. Campaign – Social
Media(con’t)
¡ More YouTube videos
¡ On a new collection
¡ Pairing video
¡ Scarf tutorial
¡ A DIY Nail Art tutorial
¡ Post a link of these videos on Facebook page
¡ Identify Influencers and Advocates by constant
Social Media Monitoring and Listening

42. Campaign – Social
Media(con’t)
Sample Facebook Posts:
¡ College Girl
¡ “Shine bright in this beautiful stone necklace”
¡ “Isn’t it wonderful to not see your outfit twin at the
college party? Stop by and pick some unique pieces
for yourself!”
¡ Professional Woman:
¡ “Looking for that perfect dress for your date! Our
Murrell Chiffon Maxi Dress is a perfect combination
of sexy and classy; A shimmery ivory lace bodice,
complemented by a mint chiffon maxi skirt.”

43. Campaign – In Boutique
¡ Create a more Boutique kind of an ambience
¡ Associates should be trained to
¡ Listen to what the customer is looking for
¡ Suggest Outfit ideas, Pairing ideas
¡ Customer Service should be very personalized
¡ Have make-over events/ launch of a new
designer collection event
¡ Will create more engagement
¡ Will get more people in store to see and feel what
Francesca’s stands for

44. Measuring Loyalty Program
¡ Customer Sales before and after they join the
program
¡ Member versus non-member customer value:
Compare
¡ Average shopping basket size
¡ Average trips per year
¡ Frequency of trips
¡ Identify new enrollments and the member growth
rates over time

45. Measuring Loyalty
Program(con’t)
¡ Using a pilot program in a few stores, and then
measuring the impact on sales between the pilot
stores and cohort stores
¡ Creating control groups for loyalty promotions
¡ Hold certain stores out of specific loyalty promotions
¡ Compare period results in Test and Control stores
¡ Increase in number of Referrals
¡ Surveying members and non-members

46. Measuring Emails
¡ A/ B Testing
¡ Open Rates
¡ Click-Through-Rate
¡ Measures how many people opened the email, and
clicked on one of the links
¡ Click-Through-Rate to Open Rate ratio

47. Measuring Emails(con’t)
¡ Conversion Rate
¡ Did the person ultimately buy that product?
¡ Did the person visit any of Social Media pages?
¡ Bounce Rate
¡ Unsubscribe Rate

48. Measuring Social Media
¡ Increase in Brand Awareness
¡ Increase in the number of Likes/ Followers/ Pins
¡ Reach of posts/ tweets
¡ Amplification of these posts/ tweets
¡ Increase in the engagement
¡ Retweets/ Comments/ Replies/ Shares/ Mentions
¡ How many people are participating, how often are they
participating, and in what forms are they participating?
¡ Build a Tier-system of Measurement
¡ More weight to Comments/ Shares than Likes
¡ Track Advocates and Influencers
¡ Track brand’s share of voice w.r.t the competition

49. Measuring Website
¡ Drive Traffic to increase brand awareness
¡ URL shares, clicks and conversions
¡ Are people moving through social media/ emails to
website
¡ What do they do once they’re on the website
¡ Time spent on the website

50. Budgeting Considerations
¡ Cost will be incurred in all Marketing Campaigns
such as Loyalty Program, Emails, Social Media
Marketing
¡ Most costly: Loyalty Program
¡ Least costly: Email
¡ Decide on a time frame after which result of the
marketing campaign will be evaluated
¡ Increased Sales
¡ Increase in Brand Awareness
¡ Revenue versus Costs associated with Loyalty
Program

51. Organizational
Considerations
¡ Cooperation between departments
¡ IT
¡ Marketing
¡ Customer Service
¡ Human Resources

52. Thank You
Questions??

53. References
¡ http://files.shareholder.com/downloads/ABEA-67ZODQ/
2715223917x0x650999/b3484965-dffa-49b1-bf6d-5ffa0d904ac0/Analyst
%20Day%20Final-%20Investor%20Relations%20website.pdf
¡ http://apps.shareholder.com/sec/viewerContent.aspx?
companyid=ABEA-67ZODQ&docid=9178665#V335877_10K_HTM_ITEM1
A
¡ http://www.loyaltyworks.com/incentive-program-research-articles/
Loyaltyworks-White-Paper-Loyalty-Program-Measurement.pdf
¡ http://www.oracle.com/us/products/middleware/bus-int/064330.pdf
¡ http://blog.kissmetrics.com/social-media-measurement/
¡ http://simplymeasured.com/