This project shows my plan to grow Anthropologie's online brand engagement and in-store conversion rates with the implementation of a new event experience called #GirlTalk
5. EXPERIENCES SELL
72% of women aged 23 - 38 say that
spending money on experiences
makes them happiest.
GEN X & GEN Y
Are skeptical of overbearing
marketing tactics. They prefer
authentic marketing such as
reviews, blog posts, and the
opinions of friends.
REACH BEYOND THE EVENT
98% of event attendees create digital or
social content during a branded event.
TRACKABILITY
Social Media Impressions and digital
captures are easily tracked, making it
straightforward to ascertain digital
reach.
Events Grow Brand Awareness.
Sources: How Each Generation (2019), Millennial Woman Are Here (2018), Research & Data for Experiential Marketing (2016)
ANTHROPOLOGIE
7. #GIRLTALK
AGENDA
EMPOWERMENT
Conversation with
your favorite
bloggers about
what
empowerment
means to them.
PERSONAL
BRANDING
Learn how women
in your community
have made a career
out of blogging
about their
passions.
Q&A
There will be time
to ask your favorite
blogger a burning
question you have
for them.
PRIVATE
SHOPPING
At the end of the
panel, attendees
will have time to
spend their gift
card (covered by
admission fee!)
ANTHROPOLOGIE
9. Small influencers (<500k followers)
generally have a more engaged following.
Consumers seek to emulate the lifestyle
of their favorite bloggers by purchasing
the items they wear
Builds the foundation for Influencer
Partnerships
Each $1 invested in influencer marketing
earns $6.50 on average
WHY BLOGGERS?
CONSUMERS TRUST THEM.
Sources: Influencer Marketing Study (2015),
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10. Home to an engaged blogger
community
Anthropologie's Target Audience and
the Pittsburgh community
20.3% of population are married
Millennial aged 25-34 making over
$60,000
Strong market for female
empowerment events
@GRLPWR_PGH
Hustle Honey's Annual
Conference
WHY PITTSBURGH?
Source: Compare Cities, (2019).
12. Send out to relevant
email subscribers in the
Pittsburgh area
Use marketing funnel to
target anyone who
abandons their ticket
before purchase
SAMPLE EMAIL
MARKETING
ANTHROPOLOGIE
13. REACH OUT TO RELEVANT BLOGGERS
Confirm blogger attendance and set expectations.
START EMAIL MARKETING CAMPAIGN
Create an email marketing funnel, with follow-up emails
sent to anyone who opens the initial announcement email.
BLOGGERS MARKET TICKETS
Bloggers post twice a week to advertise tickets to the
event.
DAY OF PREPARATION
Utilize visual merchandising tools to create a Photo-Op
Corner, post branded hashtag in different areas across the
store, and scan in attendees as they arrive.
SAMPLE
SMART
PLAN
ESSENTIAL DATES
7/25
7/1-7/25
6/22
6/8
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15. .
Hosted by your local Anthropologie and 2-3
microinfluencers (< 50k followers)
Increased traffic & greater local brand
awareness
Showcases Anthropologie as a brand that is
independent and in-the-know.
EVENTS LIKE THIS CAN BE
DONE ON A LOCAL LEVEL
RESOURCES FOR LOCAL SHOPS
Develop Events Guide for Store Managers
Develop Collaboration Guide for Store Managers
SMART Plan Template
ANTHROPOLOGIE
16. Increase Brand
Awareness
(Measured by online
impressions)
THIS PLAN HAS THE
POTENTIAL TO:
Increase Brand
Loyalty
(Measured by comparing
sales growth to last year)
Improve Traffic
(Measured by event
attendees)
Increase Conversion
(Measured by sales
during event)
ANTHROPOLOGIE
17. LET'S TALK DETAILS
I would love to share how I can grow the
Anthropologie team in an interview setting!
CONTACT INFORMATION
Alexandragreer@email.arizona.edu
Selflovecollective.co
1-520-664-8667
ALEXA GREER
AMBITIOUS MARKETING STUDENT
with a knack for visual branding
and digital storytelling.
18. SOURCES
Compare Cities. (2019, March). Retrieved
from https://www.bestplaces.net/compare-cities/pittsburgh_pa/philadelphia_pa/people
2. How Each Generation Shops in 2019. (2019, August 26). Retrieved from
https://salesfloor.net/blog/generations-shopping-habits/
3. Influencer Marketing Study. (2015, March 20). Retrieved from
https://www.tomoson.com/blog/influencer-marketing-study/
4. Millennial Women Are Here to Slay: Merkle and Levo Release Report Uncovering
Buying Behaviors and Purchasing Power of Millennial Women. (2018, March 8).
Retrieved from https://www.businesswire.com/news/home/20180308005602/en
5. Research & Data for the Experiential Marketing Industry. (2016, June). Retrieved
from https://www.eventmarketer.com/reports/#eventtrack.
1.
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