Jcrew digital strateg_nmdl

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Digital Strategy Presentation on J.Crew for NMDL 420

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Jcrew digital strateg_nmdl

  1. 1. J. C   DIGITAL CONTENT STRATEGY                          By Andrea Reynolds
  2. 2. COMPANY OVERVIEW •  First  clothing  catalog  1983   •  Retail  and  outlet  stores  in   US,  Canada,  and  London   •  Over  100  global    e-­‐ commerce  sites   •  Known  for  “preppy   American  sportswear  with   eclecHc  details”  
  3. 3. TARGET AUDIENCE •  Young professionals •  25-35 YOA •  Enjoy quality, classic fashion •  Social media users •  Smartphone owners
  4. 4. STRATEGY: ENGAGE & BUILD Our strategy is to utilize our target audience’s advanced and prominent usage of mobile devices and social media by incorporating more image- rich content from J.Crew and consumers in an effort to engage and build the J. Crew brand community.
  5. 5. CURRENT SOCIAL STATE
  6. 6. TRANSFORMED SOCIAL STATE ENGAGE & BUILD #JCrew “Show us your favorite striped shirt outfit.” #JCrewcontest “What do you think of fall’s blue and gray trend?” “33 Reasons why metallic oxfords rock.”
  7. 7. TOOLS & TACTICS •  Create Conversational Content –  Relevant, interactive, sharable –  Mention people, businesses tagged –  Questions, thoughts, comments •  Promote Involvement –  Contests/Sweepstakes –  Hashtags •  Define and Curate Brand Identity –  Consistent hashtags #jcrew –  Curate company and audience photos & tweets to build community
  8. 8. KEY PERFORMANCE INDICATORS •  Increase in followers •  Increase in likes, comments, tweets, retweets, mentions, shares •  …and more J. Crew selfies
  9. 9. BUDGET •  According to an NY Times article, J.Crew’s advertising budget) in 2011 was $6.7 million dollars •  $6.7 million dollars

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