This document provides recommendations for a social media advertising campaign targeting young adult women ages 20-35 for Bloomingdale's. The big idea is to focus advertising efforts on social media platforms like Facebook, Instagram, Twitter and Pinterest. Specific recommendations include improving SEO by focusing keywords on fashion events in cities with Bloomingdale's stores, implementing an inbound marketing and email strategy, developing a mobile website and app comparable to competitors, increasing engagement on social media posts about sales and events, and launching a #dreamoutfit photo contest on Instagram to promote products. Progress will be evaluated quarterly based on engagement metrics and website traffic. The proposed budget is 5-7% of estimated third quarter net income, around $5 million, to

1. P A M E L A D E L E E U W
A D V 4 2 0

2. TARGET AUDIENCE
• Young adult women
• Ages 20-35
• Middle-upper class
• Luxury brands available

3. BIG IDEA
 Focus: Social media platforms
 Facebook, Instagram, Twitter, Pinterest
 Paid Advertisements
 Google AdWords
 Ultimate campaign idea: #dreamoutfit

4. RECOMMENDATIONS
 SEO
 Keywords focused on current events in cities where stores are
located
 ie. Fashion Week Events in cities including: New York City,
Chicago, LA
 Ultimately increasing sales by expanding to new audiences,
and potentially gaining loyal customers

5. RECOMMENDATIONS
 M-COMMERCE
 In-bound marketing techniques
 Product recommendations based on:
 Previously viewed products
 Websites visited before and after bloomingdales.com
 Email
 1-2 emails/week
 Sales, current promotions

6. RECOMMENDATIONS
 MOBILE WEBSITE/MOBILE APP
 Comparable to top competitors
 Sale promotions
 Store locator
 Barcode scanner
 Item pick-up
 Search bar
 Categorized items

7. RECOMMENDATIONS
 SOCIAL MEDIA
 Increase popularity on social media posts
 Relevant information
 sales
 Current events
 Encourage consumers to share/retweet posts

8. KPI METRICS
 Evaluated on a quarterly basis
 Based on consumer engagement
 Social media followers
 Likes, shares, and comments
 Website traffic

9. BUDGET
 Estimated third quarter net income in 2014 $108.5
 Recommended budget is 5-7%
 approximately $5 million
 Invest in improving SEO platform
 “upscale”
 “luxury”
 New York Fashion Week
 Social media platforms
 Contests & Incentives
 #dreamoutfit campaign

10. #dreamoutfit campaign
 Month long photo submission contest
 Instagram platform
 Include the hashtag in the photo’s description
 #dreamoutfit
 Use products and brands offered at Bloomingdale’s
 Weekly winner
 Bloomingdale’s gift card