This slideshow was created for New Media Drivers License 420, at Michigan State University. It is a Digital Strategy for Coach inc, The luxury Leather Brand.
Asia Tennille
9. LAUNCH DATE
September 23rd, 2016
KPI’s
Cost Per Acquisition
Cost Per Click
Budget: $110,000
45,000
30,000
30,000
Budget
Content Development
Google Adwords
Misc
Editor's Notes
Coach uses trendy jargon such as “Swagger”, and “Modern Hobo” to describe their products as well as to effectively relate to the people who actually purchase them. Keeping these aspects in mind while strategizing digitally will help Coach capture the attention of their target audience.
The big idea is that by effectively providing the target with captivating photos and intriguing interactive components, Coach will draw in potential customers without having to actively seek them.
Giving potential customers more reasons than just shopping to visit the site will keep them coming back for more and will build a strong brand loyalty.
Coaches social media serves as a way for coach to communicate with their targets audience and customers in a more intimate. Coach can use these pages to advertise their new app components.
Instagram: Sponsored post including components available on the Coach Community
Facebook: Photos and video advertisements will be shared on Coachs facebook page as well as banner ads.
Twitter: Coach will reach out to customers who are talking about their brand and products. These tweets will be Identified through the use of twitter keyword searches
The Coach Community will be available on Coach's hub site as well. Here they can print out their customized handbags and share them with friends.
The optimization of the “build your own product” on computers will allow you to dig in deeper with your creation.
Users will be given the option to zoom in to see the stitching and details in the leathe r as well as the ability to rotate the product and view it in 3D form .
The Coach Community will be available on the mobile app. It will optimize to fit whichever device it is being viewed from whether it is a tablet or a mobile phone. The content created on the Coach Community can then be shared through various apps also present on the device.
Using Online advertisements will effectively draw attention to the new features available on the app.
Banner ads on google and facebook can be tailored to those most closely related to the fashion driven New Yorker.
When users click on ads the landing page will be the main site, Coach.com.
They will then be presented with a pop up ad that will prompt them to sign up to the Coach Community. Customers will then be given the option to sign up and link their facebook and twitter accounts.
Coach offers email and text updates to keep customers up to date with the latest news with Coach. Coach can use these methods to notify everyone of the new features that will soon be available with the their app as well as on the site.
We will also use Youtube to advertise the Coach Community. We will use pre roll advertisements and we will target based on remarketing and keywords such as "coach", "create", "handbags", and "leather goods".
KPI’s
The Coach Community will be presented at the beginning of the fall season. The success of the Coach Community will be measured by Cost per acquisition. users must sign up on the site. The amount of sign ups resulting from clicks on banner ads will be used as key performance indicators. After customers create their personalized handbags and leather goods, a link will be available so that they can purchase them. At the end of September, We will measure how many sign ups we have acquired from clicks on our banner ads and how many leather goods were purchased through the “create your own product” process. This will tell if the Coach Community is effectively drawing in new customers. We expect this to boost overall sales for the company. This should in the long run result in increased revenue which can be redistributed to further implement future ideas.
The Coach Community will provide coach Customers with the Ultimate experience. Here they can create their own products and share them with Coach customers all over the world in the click of a button. The community will be available via the Coach app as well as on Coach’s Hub site. It will optimize to provide each and every user with the same experience regardless of what device they are viewing it from. While this will be a costly creation, it will be well worth the advertising dollars spent. This has the potential to boost not only Coach sales, but their customer loyalty, And that is something you can’t put a price tag on.
