ROXY DIGITAL     STRATEGY     2013By: Cait Quinn
Current Demographics   Young women   Ages 14 – 24   Athletic   Stylish   Fit   Independent
ROXY SWOT AnalysisSTRENGTHS                        OPPORTUNITIES•   Specific target market       •Social Media growth     ...
cCurrent Digital StrategyCurrent   #RoxyDARE campaign   Encouraging customers to start “Pushing the limits and    living...
Digital Strategy Changes   Adjust the hashtag for a wider audience    #ROXYGirl   Use of a spokesperson, an up and comin...
New Strategy Cont’d   Enormous Facebook & Twitter push     Dailypictures, videos, facts, etc.     Keep the consumer int...
Mobile App•Onlineshopping•Coupons/DealsCampaign•highlights•Connectedto Instagramaccount
BudgetTOTAL BUDGET: $2,000,000BREAKDOWN• $500,000 – Spokesperson• $90,000 – GoogleAd Words for 6 month• $100,000 – mobile ...
Current and Projected StatsCurrent           Facebook:2.8 million likes            Twitter: 45,000 followersProjected 6 Mo...
Evaluation of Success                  Utilize GoogleAd                   Words metrics on their                   site  ...
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Roxy Digital Strategy

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Roxy Digital Strategy

  1. 1. ROXY DIGITAL STRATEGY 2013By: Cait Quinn
  2. 2. Current Demographics Young women Ages 14 – 24 Athletic Stylish Fit Independent
  3. 3. ROXY SWOT AnalysisSTRENGTHS OPPORTUNITIES• Specific target market •Social Media growth •Surfing/Snowboarding industries• Established brand identity expanding quicklyWEAKNESSES THREATS•Negative media attention for • Competition from other brandslawsuits • US economy in recession•Many competitors:Billabong, Volcom, PacSun
  4. 4. cCurrent Digital StrategyCurrent #RoxyDARE campaign Encouraging customers to start “Pushing the limits and living unique lives” Using incentives and social media to build this campaign has been highly successful so far
  5. 5. Digital Strategy Changes Adjust the hashtag for a wider audience #ROXYGirl Use of a spokesperson, an up and coming female athlete to post bi-weekly YouTube and Vine videos with tips on leading healthy, active & stylish lives By putting a face with the campaign, more press will naturally occur
  6. 6. New Strategy Cont’d Enormous Facebook & Twitter push  Dailypictures, videos, facts, etc.  Keep the consumer interested & paying attention Repetition is key  Themore the consumer hears the name, the more it is on their mind GoogleAd Words  Line 1: Roxy Swim Suits for Summer!  Line 2: Cute suits &surfwear for juniors  Line 3: Buy online, save on shipping!
  7. 7. Mobile App•Onlineshopping•Coupons/DealsCampaign•highlights•Connectedto Instagramaccount
  8. 8. BudgetTOTAL BUDGET: $2,000,000BREAKDOWN• $500,000 – Spokesperson• $90,000 – GoogleAd Words for 6 month• $100,000 – mobile application production• $310,000 • agency to run social media sites • video production • contest costs • miscellaneous costs
  9. 9. Current and Projected StatsCurrent Facebook:2.8 million likes Twitter: 45,000 followersProjected 6 Months Facebook: 3.5 million likes Twitter: 500,000 to 1 million followers
  10. 10. Evaluation of Success  Utilize GoogleAd Words metrics on their site  Social Media site growth – Radian6.com  Mobile Application downloads  Overall increase in Roxy sales over 6 months
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