1. WHO IS EXPRESS EXPRESS IS AN AMERICAN
FASHION RETAILER THAT
CATERS TO YOUNG MEN AND
WOMEN.
IT OFFERS A WIDE ARRAY OF
CLOTHING FOR MORE
PROFESSIONAL
ENVIRONMENTS OR FOR
PARTIES ON THE WEEKEND.
THE TARGET AUDIENCE CONSISTS
OF THOSE AGED 21-34 WHO
MAINTAIN A BALANCE BETWEEN
WORK AND SOCIAL LIFE.
2. AN OVERVIEW OF
SOCIAL MEDIA
Express has a solid presence among the
most popular forms of social media
￮ Twitter
￮ Instagram
￮ Facebook
What could be next?
3. Focus on:
Instagram
There is a higher emphasis placed on
Instagram as it’s one of the best ways to
highlight and promote products in the retail
sector.
The use of popular models, eye-catching
posts, and witty quotes really elevate the
platform compared to other retail brands.
4. Very easy to navigate.
The design allows for
sale highlights and
promotions to be
integrated in the tabs
for when someone
searches.
Website
Functionality
Since a large portion of
millenials shop on
mobile devices, the
website is also
mobile-responsive and
works well with SEO
tactics.
5. Place your screenshot here
Google
Shopping
One of the online
advertising strategies to
deploy is Google
Shopping. This allows for
when a user searches for
a generic item such as,
“leather jacket”, and
Express’s leather jackets
are displayed at the top
as one of the options for
purchase.
6. Facebook
Ads
Facebook ads are a good way to monitor
metrics and see how many people are
seeing the ads, along with actually
interacting with them.
These are mostly visible to those not
necessarily looking to buy yet, but is a great
way to get them thinking about Express’s
products.
7. Inbound
Inbound continues to consist of
mostly email newsletters. This may
be a more outdated tactic, but by
including sales and promotions in
the headline or at the top of them
customers still read them.
8. Mobile
App
Place your screenshot here
Work will continue to be
put towards maintaining
and improving the
mobile app. This includes
keeping the interface
updated, but where users
can still recognize the
functions and navigate
easily.
9. Metrics
(top ones to follow)
1
SocialShares
M
easures
how
m
any
people
are
talking
aboutExpress
3
C
ost-per-click
Am
ountpaid
by
individualthatclicks
on
post
2
How
often
people
click
on
the
link
in
posts
C
lick-through-rates
10. $509,000,000 in
yearly revenue
1
$4,072,000
80% goes towards digital marketing specifically,
taking most of the marketing budget.
$5,090,000
10% of it will be allocated for all marketing
efforts, which leaves the amount of above
B
U
D
G
E
T
