An in depth marketing strategy offering ideas to better promote advertising to the next generation of jewelry consumers.

1. DOES EVERY KISS STILL
BEGIN WITH KAY?
Harrison Boruszewski • 04.16.2018
A 10% reduction in sales last year could be the result of dying retail traffic, poor
customer service, credit line confusion, controversial diamond swap
allegations, and outdated marketing strategies.
This presentation will address these issues and how Kay Jewelers can mend
their relationship with you, the customer.

2. Overview
Kay Jewelers Goals for 2018:
- Grow in the Mid-Market
- Best in Bridal
- Win Fashion and Gift Giving
- Digital First and Data Driven
- People, Purpose and Passion
Mission Statement
Address concerns using transparency through a new
social media marketing campaign.
Signet’s stock
has fallen
42.27% since
April 17th of
last year.
The only major increase in sales during the last fiscal
year was through R2Net, online shopping.

3. Taking Accountability - Signet Hires a new CEO
Virginia ‘Gina’ C. Drosos
● Technologically driven
● Understands company transparency
● Is open to new marketing strategies
● Offers twitter account to all employees
to view progress within company
“Given the company’s positive direction and my need to address
some health issues, the board and I agreed that it is a good time
for a transition.” - Virginia ‘Gina’ C. Drosos

4. Progress - Interwoven Targets Younger Audience
Understanding the next generation of consumers:
● Kay jewelers’ target audience includes individuals with an income between
$35,000.00 and $100,000.00
● 75% of purchases by jewelry are made from men for women

5. Focus - Understanding New Marketing Strategy
Kay is on social media, but how
much activity is occuring:
● Facebook: 1.6 Million followers
● R2Net: 50.6% increase in sales revenue
last year
● Twitter: 42.7K followers
● Instagram: 87.8K Followers
● Snapchat: Showcasing its brand via
augmented reality (“World Lens”)

6. Schedule - Proposed Improvements
to Kay Jewelers Marketing Campaign

7. 04.01.18
Include bridal products on
60% of all Social Media Posts.
Increase posting by 200%.
06.01.18
Increase Mid-market sales
advertising gifting strategies.
Focus on women and their
interests.
08.01.18
Redirect attention of
posting back to the
individual and storytelling.
10.01.18
Focus posting on Kay’s
Credit Card options and
benefits.
12.01.18
Advertise social media
campaign on television
and website.
Kay’s Social media Campaign 2018

8. Next steps - Updated Website (2019 Goals)
Assignment 1 - Imagery
More focus on the product imagery and less on
discounting and clearance pieces.
Assignment 2 - Emphasis
The Kay Jewelers app is in need of a fully cosmetic
overhaul. Differentiating the imagery on the mobile app
from the online website will provide a more user friendly
experience. ESPN app provides a good example of this.
Assignment 3 - Connectivity
Each post, tab or interaction with social media should
bring customers to the Kay website.

9. People, Purpose
and Passion
Steps to advertise the client first:
1. Customizable Jewelry
Promotion
2. Storytelling on Social Media
Platforms
3. Celebrity Influence
4. Targeting Engagement
5. Romanticize advertisement to
men and stylize to womenNeil Lane offers designs from an architectural background
that brings celebrity style jewelry to every individual

10. The Future of
Kay Jewelers
A company that is willing to
adapt to the changing
technological era, and focuses
on the story of each client with
attention to their needs, wants
and goals in life.