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ADV 492 NMDL Final Project
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ADV 492 NMDL Final Project

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  • 1. Nordstrom
    New Media MarketingStrategy
    Kelsey Cocke
  • 2. History
    Nordstrom, Inc. is one of the nation's leading fashion specialty retailers, with 208 U.S. stores located in 28 states
    Originally founded in 1901 as a shoe store in Seattle, Washington
    Operates 115 Full-Line Stores, 90 Nordstrom Racks, two Jeffrey boutiques and one clearance store
    Serves customers through its online presence and through its catalogs
    Publicly traded on the NYSE under the symbol JWN
  • 3. Philosophy
    Focus on catering to customers' needs, individually
    Created fashion departments that fit individual lifestyles
    “Offer the customer the best possible service, selection, quality, and value.”
    – John W. Nordstrom
  • 4. Greatest Strength
    Nordstrom has found that providing excellent customer service is reflective of the communities that it serves
    Having a workplace that attracts and supports diversity benefits the customers and the employees
    Each employee has the opportunity to realize their potential and contribute to the success of the company
  • 5. Greatest Challenge
    Buildinga strong Online presence
    Adequate online marketing tools
  • 6. Goal
    Enhance Mobile and Web presence through an individualistic “Fashion Show” Theme campaign
    Transform buyer personas into real life people
    The “Suri Cruise/Kingston Rossdale Mini fashionista”
    The Junior High School bandwagon look
    The High School “Best Dressed” Award
    The collegiate campus go-to outfit
    “Dressed to Impress” business attire
    Social events and Special occasions
    Self-expression accessories
    Self-care Beauty Products
  • 7. Key Components
    Research buyer personas to locate niche market
    Develop Public Relations campaign to incorporate company values of diversity and individuality
    Search Engine Optimization Techniques
    Create a blog to encourage customer Feedback
    Promote Online Shopping
  • 8. Budget Allocation
    $100,000 for Individualistic “Fashion Show” online advertising
    $50,000 for Public Relations agency (Campaign Design)
    $100,000 for Project Tools
    $50,000 for Miscellaneous Project Fees
    Project Total: $300,000
  • 9. Campaign Timeline
    6-12 months, in preparation for Mid-Summer launch and upcoming Fall season
    Campaign will be launched on July 1, 2011 for the 2011 Fall fashion line
    Fall is the Season of Fashion
  • 10. Metrics of Success
    Cost Per Click (CPC)
    Facebook: Number of fans and number of “Likes”
    Google AdWords
    Google Analytics
    Google Insights
    Trackur
    Twitter followers