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ADV 492 NMDL Final Project

ADV 492 NMDL Final Project






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    ADV 492 NMDL Final Project ADV 492 NMDL Final Project Presentation Transcript

    • Nordstrom
      New Media MarketingStrategy
      Kelsey Cocke
    • 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
    • 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
    • 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
    • Greatest Challenge
      Buildinga strong Online presence
      Adequate online marketing tools
    • 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
    • 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
    • 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
    • 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
    • Metrics of Success
      Cost Per Click (CPC)
      Facebook: Number of fans and number of “Likes”
      Google AdWords
      Google Analytics
      Google Insights
      Twitter followers