ADV 492 NMDL Final Project

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ADV 492 NMDL Final Project

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

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