DSW is implementing a new social media marketing strategy to gain more customers by targeting men and children in addition to women. The strategy includes using Facebook, Twitter, and a fashion blog to promote deals, events, and engage customers. Success will be measured by growth in social media followers, website traffic, and customer engagement online and in stores. The total budget for the 12-month plan is $512,000.

1. DSW Digital
Marketing Strategy
By: Kathryn Lesniak

2. History of DSW
May 2012
DSW now owns
July 1991 336 stores in 41
DSW opened its states
January 1969 first store in
DSW began Dublin, Ohio
business under the
name of Shonac
Corporation

3. Designer Shoes. Warehouse Prices.
• Any men, women or • Fashion forward
children of all ages individuals looking for
interested in seasonal trends
comfortable, brand
name shoes or
accessories at affordable
prices
– Although most of the
advertising is catered
towards women

4. Pros Cons
More competitors
Designer products offering just as low
at lower prices of prices
Most ads are geared
A variety of shoes towards women
and the availability only
of accessories
Products that are
available in stores
may not be
available online and
Online accessibility
vice versa
A rewards program
for loyal customers

5. New Social Media Marketing Strategy
• Goal: gain a larger • New slogan:
customer base that “Amazing Shoes. Amazing
includes advertising Prices. For everyone.”
towards men and children
and keeping their loyal
customers happy
• Utilize Facebook, Twitter
and fashion blog posts to
keep customers aware of
DSW news, events and
upcoming sales

6. • Goal: Gain more followers,
retweets and replies
• Update at least two times
per week
• Link to Facebook and
• Goal: Approximately 300-500 fashion blog
likes per month • DSW will retweet their fans
• Interact with customers and reply to customer’s
• Ask fans questions weekly tweets
– Example: What is your favorite
DSW shoe this week? Post a
picture of you rocking those
shoes!
• Post deals and upcoming sales
• This will gain more Facebook
page views and keep customers
loyal

7. Fashion Blog
• Create fashion blog
– Update weekly
– Include fashion tips and
tricks
– “Feature shoe of the
week” for Men, Women
and Children
• Involving everyone to reach
a greater audience
– Company news and
upcoming events
• Goal: Create a company
brand that more people
will want to be a part of

8. Mobile Marketing
• Smart phone applications
– Can hold a “wish list” of what
products consumers want
– Recommendations for men,
women and children
Internet Marketing • Foursqaure
• DSW can create online – Check in’s available for DSW
advertisements towards men customers that offer points
and children along with towards their rewards program
their campaigns towards for every check in
women
• Place ads on various
websites to increase brand
awareness

9. Measuring Success
• Facebook
– Amount of likes company page has
– Allows company to track the number of engaged
users
• Twitter
– Amount of followers company has
• Google Analytics
– Amount of traffic the company receives on the
fashion blog and on each blog post

10. Budget Plan
FACEBOOK $15,000 per month
TWITTER $10,000 per month
BLOG $10,000 per month
INTERNET $80,000 per month
MARKETING/ADVERTIS
ING
MOBILE MARKETING $10,000 per month
TOTAL 12 MONTH $512,000
BUDGET