Current Demographics Young women Ages 14 – 24 Athletic Stylish Fit Independent
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
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
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
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!
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 application production• $310,000 • agency to run social media sites • video production • contest costs • miscellaneous costs
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
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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