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Managing Marketing Communications for Francesca's

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This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are:
1. Background/Situation Analysis
2. Customer Groups
3. Program Objectives
4. Channels & Contact Points
5. Content & Message Strategy
6. Measurement and ROI
7. Budgeting & Organization Considerations

Published in: Marketing, Business, Career
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Managing Marketing Communications for Francesca's

  1. 1. Managing Marketing Communications – Francesca’s - Akanksha Jain
  2. 2. Company Background ¡  Started in 1999 in Houston, Texas ¡  Founded by three siblings — Chong Yi, Kyong Gill and Insuk Koo — and their friend John De Meritt ¡  350 Boutiques in 45 States ¡  Online Boutique – francescas.com ¡  Goal: Open 900 boutiques in the United States over next 8 years
  3. 3. Company versus Industry ¡  Business-to-Consumer Company ¡  In the Fashion Industry ¡  Life-cycle Stage: Growth Phase
  4. 4. Sales 2012 Analyst and Investor Day Presentation; April 2, 2013
  5. 5. Target Market ¡  18-35 year-old, fashion conscious, female customer ¡  College educated ¡  Has moderate to high disposable income ¡  Enjoys shopping for the latest fashions ¡  Loves highly personalized customer service ¡  Spends a higher proportion of her income on fashion than the general population Annual Report; February 2, 2013
  6. 6. Competition Analysis Analyst and Investor Day Presentation; April 2, 2013
  7. 7. Differentiating Factors ¡  Unique merchandise at Affordable Prices ¡  Fresh inventory, in tune with the current trends – almost every 5 days ¡  Buyer expertise ¡  Broad base of vendors ¡  Broad and Shallow Assortment ¡  Differentiated Shopping Experience ¡  Uniquely designed and merchandised to feel like an independently owned, upscale boutique
  8. 8. SWOT Analysis • Unique Merchandise • High Quality • Attractive Prices • Fresh Inventory • Warm and Inviting Boutique Environment • Awesome Mobile Experience • Limited Marketing Budget • Boutique experience dependent on the Associates Weakness Opportunities • Increase number of Stores • Explore shipping internationally • Better Digital Experience Strengths Threats • Large, Fragmented and highly Competitive market • Rapidly changing Fashion Trends, Customer Tastes • Business sensitive to Consumer Spending and Economic Conditions
  9. 9. Assortment Strategy Analyst and Investor Day Presentation; April 2, 2013
  10. 10. Location Strategy Two-pronged approach: ¡  Top-down: Population and Demographic reviews using independent, third party research ¡  Opportunities identified across top 500 Metropolitan Statistical Areas ¡  Emerging markets identified ¡  Bottom-up: Research validates venues and identifies specific site opportunities ¡  Catalogue of desirable locations ¡  Based on extensive travel, industry knowledge, and peer performance Analyst and Investor Day Presentation; April 2, 2013
  11. 11. Boutique Design and Environment ¡  Range in size from 1,000 to 1,800 square feet, with an average size of approximately 1,385 square feet ¡  Boutique Front: ¡  Visually appealing architectural lighting, signage and display window presentations ¡  Boutique Inside: ¡  Warm earth tone color palette and soft lighting ¡  Use rugs, lush fabrics and table cloths to create a sense of depth and richness ¡  Chandeliers and antique displays reinforce the unique ambiance and add to the sense of sophistication and style ¡  Merchandise presentation, including display windows, tables and walls, is refreshed every two to three weeks Annual Report; February 2, 2013
  12. 12. Present Marketing Channels ¡  Emails ¡  Website ¡  In-Boutique Experience ¡  Word-of-Mouth publicity ¡  Social Platforms Facebook Twitter 6,223 Tweets; 7,236 Followers Pinterest 729 Pins; 70 Likes; 5,959 Followers Instagram 495 Posts; 21,422 Followers YouTube Data as of Oct 21, 2013 102,673 Likes; 471 Talking about this 4 Videos; 102 Subscribers
  13. 13. Problem Situation ¡  Selling everything to everyone ¡  Marketing based on Short-term incentives ¡  No Long Term Strategy in place ¡  Little Brand Awareness ¡  Low engagement
  14. 14. Target Market Evaluation ¡  College girl ¡  Professional woman looking for formal-wear ¡  Would opt for more formal brands such as Banana Republic, Ann Taylor ¡  High investment needed to make them switch to Francesca’s ¡  Professional woman looking for evening/ weekend wear ¡  Professional Moms ¡  Would be looking for deals & promotions ¡  Switchers ¡  High investment needed to keep them loyal ¡  A group that wears only Francesca’s ¡  Difficult to have because Francesca’s has few selected pieces
  15. 15. Customer Groups Divide the Target Market into two segments and then market them based on their behavior: ¡  College girl ¡  The 'vivacious fashionista' ¡  Looking for stylish clothes that complement who she is ¡  Looking for apparel that she can wear at college/ evening get-together/ weekend party ¡  But won’t cost her a fortune ¡  Looking for promotions/ deals ¡  Ready to experiment with colors and patterns ¡  Is super active on Social Media ¡  Can influence friends and family purchase decisions ¡  Age: 18-24
  16. 16. Customer Groups(con’t) ¡  Professional Woman (for Casual purpose) ¡  Wants to be recognized as a fashionista amongst her friends ¡  Looking for apparel for her evening and weekend get-togethers/ parties/ shopping trips ¡  Fashion gives her self-confidence ¡  Does not mind spending money as she has a high disposable income ¡  Shops at few selected brands, where she gets unique pieces ¡  Would buy full price ¡  Wants to be unique ¡  Wants something which suits her, and differentiates her from others ¡  Shops frequently ¡  Is active on Social Media and voices her opinion ¡  Posts her photo whenever she puts on something new ¡  Age: 24-35
  17. 17. Program Objectives ¡  Get new Customers ¡  Increase Brand Awareness ¡  Increase Product Trial ¡  Increase top-of-mind Brand Recall ¡  Retain, Maintain, Grow and Diversify current customers ¡  Convert customers into brand advocates and loyalists ¡  Cross-sell products ¡  Get more people in the boutique ¡  People will see and experience the beautiful décor, items and inboutique customer service ¡  This will increase the ¡  Product trial ¡  Top-of-mind recall ¡  Recreate the same experience online so that people, who have experienced what Francesca’s is in store, can buy online and feel the same satisfaction
  18. 18. Brand Contact Audit Contact Point Relevance Receptivity Response Reach Expectation vs Reality Resources Required Website High Med High Med Expectation > Reality (can be improved ) Low In-Boutique Experience High High High Med Expectation > Reality (can be improved ) High Email Med Med High Med Expectation > Reality (can be improved ) Low Social Media High High High High Expectation > Reality (can be improved ) High Search Results High High Med High Expectation > Reality (can be improved ) Med
  19. 19. Insight Logic Test ¡  For young women ¡  Who want to be a fashionista and look different amongst others ¡  Our Brand/ Product offers you a collection of unique and hand-picked apparel and accessories ¡  That will help you stand out and be yourself ¡  Unlike other brands whose designs look identical ¡  Our Product will make you feel special and confident in a crowd
  20. 20. Content & Message Strategy ¡  Focus is on present Marketing Channels only because of limited marketing budget ¡  Design a Loyalty Program ¡  Would need cooperation from Customer Service Department, Business Intelligence Team ¡  Should have a CRM in place to distinguish between best/ good customers and reward them accordingly ¡  Invest in SEO – keyword search ¡  Start Blogging ¡  This will improve Google ranking ¡  Invest in Facebook and Twitter Sponsored Posts ¡  Post engaging content to increase conversations on Social Media Platforms ¡  Improve in-boutique customer experience
  21. 21. Present – Loyalty Program ¡  No Loyalty Program/ Card ¡  Emails only about latest promotions
  22. 22. Campaign – Loyalty Program Introduce a Loyalty Program ¡  Link the loyalty card with their online account ¡  Earn points with each purchase ¡  Track customer’s purchases ¡  Send emails to them about “Related Products” such as “This necklace will add a pop of color to your recently purchased top”
  23. 23. Campaign – Loyalty Program(con’t) ¡  Reward loyalists with benefits ¡  Preview of a new collection ¡  Special in-boutique make-over events ¡  Sale for them opens 1 day before it opens for others ¡  Discounts to students with a valid Identity Card – to attract this market
  24. 24. Present SERP
  25. 25. Present SEO What they are doing good What needs to be improved ¡  Have Meta tag on homepage ¡  Meta Tag Description on Level-I, Level-II webpages should have more keywords ¡  Have a Title tag ¡  Have Header tags ¡  Have an Alt tag ¡  Have fully qualified links ¡  Have a Site Map ¡  Keywords in the Meta tag Description should be reconsidered
  26. 26. Campaign – Website ¡  Introduce Sections ¡  Fall Trends/ Spring Trends/ Shop the Look/ Beach Look ¡  Help in cross-sell ¡  Create an experience so that customers feel they are shopping in the boutique, and an associate is giving them ideas ¡  Introduce a Blog ¡  Improve the Search Ranking ¡  Generate Content
  27. 27. Campaign – Website ¡  “Campus Chic” section on Website ¡  Should add more items under that section ¡  Promote this section with Sponsored posts/ tweets/ emails to 18-24 age girls
  28. 28. Present Social Media What they are doing good What needs to be improved ¡  Post 2-3 times a week ¡  Post only about latest promotions ¡  Respond to customer’s positive and negative feedback ¡  Link back the pinned item/ picture on Facebook to website ¡  Do not post other content ¡  Very little engagement
  29. 29. Present – Facebook Analysis Brand  Posts  By  Type     Average  Engagement  By  Post  Type     All  Post  Types   4   All  Post  Types   272   Photo   4   Photo   272   Video   0   Video   0   Link   0   Link   0   Ques7on   0   Ques7on   0   Short  Status  (0-­‐140  Characters)   0   Short  Status  (0-­‐140  Characters)   0   Medium  Status  (141-­‐300  Characters)   0   Medium  Status  (141-­‐300  Characters)   0   Long  Status  (301-­‐1,000  Characters)   0   Long  Status  (301-­‐1,000  Characters)   0   Extra  Long  Status  (>  1,001  Characters)   0   Extra  Long  Status  (>  1,001  Characters)   0  
  30. 30. Present – Facebook Analysis OUTBOUND   4 Brand Posts COMMUNITY  HEALTH   103k Total Page Fans OPTIMIZATION   CONTENT  DETAILS   Most Engaging Content Type Most Engaging Post 272 Total Engagement on Brand Posts 38 68 Engagement/Post 0.0% Avg. PTAT as % of Fans Top Day/Time For Engagement 0.3% Engagement as % of Fans Friday Avg. People Talking About This (PTAT) Photos 11:00 AM – 12:00 PM "Timeline Photos | Get your glitter on! Stop by Francesca's now at #CityWalkLA to get a glitter tatto…" 171 interactions (6.9x average)
  31. 31. Present – Facebook Analysis Engagement  on  Outbound  Posts:  Keyword  Analysis   #  of  Instances   Avg  Engagement   7   80   6   70   #  of  Instances   6   60   5   4   50   4   40   3   2   2   30   2   22   2   1   20   1   1   0   0   0   0   0   0   0   10   0   Avg  Engagement   6   68  
  32. 32. Present – Facebook Analysis
  33. 33. Present – Facebook Analysis
  34. 34. Present – Facebook Analysis
  35. 35. Present – Twitter Analysis Twitter Customer Service Workflow How many times was our brand mentioned across profiles? How many times did we send a reply? How many unique people did CS talk with? How many high volume issues were addressed? (4 or more reponses) responses) 49 6 60 0 Total Mentions CS Responses Unique People Complex Cases Response Rate. Avg. Followers Per Person Engaging. 30.5 Hrs Average Response Time Avg. Number of CS responses per user 12% 1,452 1.25 Friday Most active Day of Week 9:00 AM Most Active Time of Day
  36. 36. Present – Twitter Analysis Top  Keywords  &  Frequency  Within  Men7ons   80   75   75   75   70   60   50   40   30   20   10   0   8   4   4   4   5   5  
  37. 37. Present – Twitter Analysis  Top  Users  by  #  of  Followers      Followers     23.6K   4   3   3   3   20.0K    Followers     3   2   15.0K   10.0K   0   2   2   1   8.3K   1   2   8.0K   1   4.6K   5.0K   2   3.9K   1   1   1   1   1   1   1   1   3.6K   2.8K   2.6K   2.3K   2.3K   2.2K   2.2K   2.1K   1.8K   1.5K   1   0   Your  Replies   25.0K   Your  Replies  
  38. 38. Campaign – Social Media ¡  Post content on what benefits customers will get when they buy from Francesca’s and not from other stores – talk about ¡  Exclusivity ¡  Handpicked pieces ¡  Uniqueness ¡  Feeling special/ Rewarding yourself/ Treating yourself
  39. 39. Campaign – Social Media(con’t) ¡  Post engaging content – this will bring in Conversations, hence more Visibility ¡  Latest trends, what print is in, Fall Looks.. ¡  Pairings such as Maxi Skirt pairings, Statement Necklace pairings.. ¡  Outfit ideas ¡  Different ways to wear a scarf ¡  Different make-up ideas ¡  Nail art ideas ¡  Contests where people can post their pairing ideas ¡  Sneak peak of a new collection
  40. 40. Campaign – Social Media(con’t) ¡  More YouTube videos ¡  On a new collection ¡  Pairing video ¡  Scarf tutorial ¡  A DIY Nail Art tutorial ¡  Post a link of these videos on Facebook page ¡  Identify Influencers and Advocates by constant Social Media Monitoring and Listening
  41. 41. Campaign – Social Media(con’t) Sample Facebook Posts: ¡  College Girl ¡  “Shine bright in this beautiful stone necklace” ¡  “Isn’t it wonderful to not see your outfit twin at the college party? Stop by and pick some unique pieces for yourself!” ¡  Professional Woman: ¡  “Looking for that perfect dress for your date! Our Murrell Chiffon Maxi Dress is a perfect combination of sexy and classy; A shimmery ivory lace bodice, complemented by a mint chiffon maxi skirt.”
  42. 42. Campaign – In Boutique ¡  Create a more Boutique kind of an ambience ¡  Associates should be trained to ¡  Listen to what the customer is looking for ¡  Suggest Outfit ideas, Pairing ideas ¡  Customer Service should be very personalized ¡  Have make-over events/ launch of a new designer collection event ¡  Will create more engagement ¡  Will get more people in store to see and feel what Francesca’s stands for
  43. 43. Measuring Loyalty Program ¡  Customer Sales before and after they join the program ¡  Member versus non-member customer value: Compare ¡  Average shopping basket size ¡  Average trips per year ¡  Frequency of trips ¡  Identify new enrollments and the member growth rates over time
  44. 44. Measuring Loyalty Program(con’t) ¡  Using a pilot program in a few stores, and then measuring the impact on sales between the pilot stores and cohort stores ¡  Creating control groups for loyalty promotions ¡  Hold certain stores out of specific loyalty promotions ¡  Compare period results in Test and Control stores ¡  Increase in number of Referrals ¡  Surveying members and non-members
  45. 45. Measuring Emails ¡  A/ B Testing ¡  Open Rates ¡  Click-Through-Rate ¡  Measures how many people opened the email, and clicked on one of the links ¡  Click-Through-Rate to Open Rate ratio
  46. 46. Measuring Emails(con’t) ¡  Conversion Rate ¡  Did the person ultimately buy that product? ¡  Did the person visit any of Social Media pages? ¡  Bounce Rate ¡  Unsubscribe Rate
  47. 47. Measuring Social Media ¡  Increase in Brand Awareness ¡  Increase in the number of Likes/ Followers/ Pins ¡  Reach of posts/ tweets ¡  Amplification of these posts/ tweets ¡  Increase in the engagement ¡  Retweets/ Comments/ Replies/ Shares/ Mentions ¡  How many people are participating, how often are they participating, and in what forms are they participating? ¡  Build a Tier-system of Measurement ¡  More weight to Comments/ Shares than Likes ¡  Track Advocates and Influencers ¡  Track brand’s share of voice w.r.t the competition
  48. 48. Measuring Website ¡  Drive Traffic to increase brand awareness ¡  URL shares, clicks and conversions ¡  Are people moving through social media/ emails to website ¡  What do they do once they’re on the website ¡  Time spent on the website
  49. 49. Budgeting Considerations ¡  Cost will be incurred in all Marketing Campaigns such as Loyalty Program, Emails, Social Media Marketing ¡  Most costly: Loyalty Program ¡  Least costly: Email ¡  Decide on a time frame after which result of the marketing campaign will be evaluated ¡  Increased Sales ¡  Increase in Brand Awareness ¡  Revenue versus Costs associated with Loyalty Program
  50. 50. Organizational Considerations ¡  Cooperation between departments ¡  IT ¡  Marketing ¡  Customer Service ¡  Human Resources
  51. 51. Thank You Questions??
  52. 52. References ¡  http://files.shareholder.com/downloads/ABEA-67ZODQ/ 2715223917x0x650999/b3484965-dffa-49b1-bf6d-5ffa0d904ac0/Analyst %20Day%20Final-%20Investor%20Relations%20website.pdf ¡  http://apps.shareholder.com/sec/viewerContent.aspx? companyid=ABEA-67ZODQ&docid=9178665#V335877_10K_HTM_ITEM1 A ¡  http://www.loyaltyworks.com/incentive-program-research-articles/ Loyaltyworks-White-Paper-Loyalty-Program-Measurement.pdf ¡  http://www.oracle.com/us/products/middleware/bus-int/064330.pdf ¡  http://blog.kissmetrics.com/social-media-measurement/ ¡  http://simplymeasured.com/

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