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Final Internet Marketing Plan


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Internet Marketing- Creative idea, online strategy, digital marketing budget, execution, ROI.
-Campaign includes research, media plan, conversion, goal, KPI, etc.

Published in: Marketing, Business, Technology
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Final Internet Marketing Plan

  1. 1. Ashley Avino Kristina Peters
  2. 2.  Our mission is to create an effective, innovative, creative and engaging internet marketing campaign that will drive traffic increase awareness to the PINK Halloween line, therefore boosting sales within your company. •Social media •Online contest •Email marketing •Website •SEO/SEM •Coupons/offers/promotions •PINK Halloween College Tour •
  3. 3.     PINK Halloween is a limited-edition holiday costume collection targeted towards 18-23 year old college-age females. PINK Halloween is an extension to the Victoria’s Secret PINK line, embracing the fun and flirty style of lingerie and clothing. PINK Halloween takes all the guesswork out of costume shopping, providing college girls with sexy-but-not-too-scandalous ensembles. Both costume sets and separate pieces are available for purchase.
  4. 4.         According to the National Retail Federation, 71.5% of the US population celebrates Halloween, spending approximately $8 billion per year. Representatives from huge colleges such as Duke University, UNC campuses and University of California campuses say that Halloween is the biggest party weekend of the year. Through extensive market research ranging from the evaluation of social media to personal interviews and focus groups with our target market, we found that young women ages 18-23 enjoy Halloween and look forward to dressing up for parties, but often don’t know what to wear. College females feel pressured to look “cute” and “sexy” without being criticized or judged for looking too inappropriate. They want to wear a costume that is original; something they could customize and “make their own.” They want quality product at an affordable price. This is especially true to girls living on college campuses. By offering PINK Halloween as a line extension of Victoria’s Secret, we are expanding the product market to boost sales all year long.
  5. 5.  Updates will be made on Victoria’s Secret and Victoria’s Secret PINK Facebook pages with contestannouncements, PINK Halloween College Tour locations and event information, deals and promotions and pictures of new merchandise with links to purchase.  Pinterest will be used as our main contest platform.  Participants can share their Pinterest boards to their Facebook and Twitter pages and use the hashtag #PinkHalloween.  Victoria’s Secret and Victoria’s Secret PINKInstagram accounts already havea large following. We will use these accounts to post pictures of PINK Halloween merchandise as well as photos from our College Tour Halloween Party events.  We will utilize the hashtag #PinkHalloween to maximize search and response and encourage consumers to do the same.  Victoria’s Secret PINK Twitter account will tweet multiple times a day for Pink Halloween’s College Tour and special deals and discounts (see KPI).  We will use Twitter for trend research.  We will also post all new updates and information regarding PINKHalloween and the Pinterest contest.
  6. 6. Twitter: “What are you being for Halloween this year!? Check out PINK’s new Halloween line, available at! #PinkHalloween” “Check out @AngelCandice wearing the new PINK Sexy Sailor Halloween costume! (picture link here) #PinkHalloween” Pinterest: Along with the contest and pictures of PINK Halloween merchandise, pictures of PINK Halloween crafts and other DIY activities will be featured to continue the theme of “Pink-o-ween.”
  7. 7.  A sample of 3 different emails will be sent throughout August including offers and promotions and will be filtered depending on the response rates. Emails for PINK Halloween will be sent in September and the magnitude will increase in October as Halloween gets closer.  August: Emails once a week introducing the new line and notifying consumers of the contest.  September: Emails twice a week inviting customers to visit the site and view the collection. Coupons and special offers will be offered towards the end of September.  October: Emails three times a week promoting the costumes, encouraging consumers to participate in the contest and offering special sales promotions for both online and in-store to promote sales for both outlets.
  8. 8. • • • • • Get creative and show your Halloween spirit! Create a Pinterest board using different pieces from the PINK Halloween collection to create a fun, unique and sexy costume. Share your board with VS PINK on social media by mentioning @vspink and using the hashtag #PINKHalloween. VS stylists will pick out 5 of their favorites and then people will vote via polls on the VS PINK Facebook page and at Whoever created the winning costume will win an all-expense paid trip to NYC for her and three friends and tickets to the taping of the Victoria’s Secret Fashion Show where she will get to see a VS Angel strut the costume she designed down the runway.
  9. 9. Witch Angel Devil Cat Maid Cop Firefighter Nurse School Girl Army Girl Sexy Sailor XS (0) S (2-4) M (6-8) L (10-12)
  10. 10. • • • • • Supporting the PINK Collegiate collection, Victoria’s Secret PINK will go on a “college tour.” Victoria’s Secret will throw a PINK Halloween party at every college represented in the collegiate collection. Party will be advertised on the college’s website, VS website, through e-mail blasts, social media, and direct mail. PINK Halloween pop-up shop will be placed on campus the day of the party and girls will receive special discounts. Food, drinks, music, dancing, contests, giveaways, coupons, “swag bags”
  11. 11. • Coupons will be distributed the same way as all other Victoria’s Secret sales promotions-through email blasts and direct mail booklets. – Free shipping with any online PINK Halloween purchase will start at the beginning of October and carry through to Halloween – Limited edition tote free with a $75 purchase – Free panty with any PINK Halloween purchase
  12. 12. Media Format 4 College Tour Email 8 teams Southwest (7) Mid/Northeast (8) Midwest (8) Southeast (7) # emails/week 1 August 11 18 1 1 25 1 Custom ad manager Static display Daily Daily Daily 29 6 October 13 20 Cost 27 1 2 Facebook Elite Daily Total Cost September 8 15 22 2 2 2 2 3 3 3 3 Custom delivery schedule throughout all 3 months Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Budget: $800,000 College Tour: $20,000 per school @ 30 schools = $600,000 Email blast: $625/week per email = $3,750 Facebook: ~241,500 impressions @ $.46/impression = $111,000 Elite Daily: Daily exposure throughout 3 months = $4,500 Grand Total: $719,250 $140,000 $140,000 $160,000 $160,000 $625 $1,250 $1,875 $111,000 $4,500 $719,250
  13. 13.  Victoria’s Secret holds the top position in paid search rankings for the apparel category (2011 Search Marketing Guide)  2nd position for pay-per-click in the swimwear category • use this approach with PINK to see what keywords will get people “in the door” • use this data to better formulate our SEO in the long-term (NetElixir)  The use of SEO and SEM for PINK Halloween will help increase the website traffic during the slower months of September and October.  Keywords: Halloween, costumes, Halloween costumes, Victoria’s Secret, pink, sexy costume, teen costume, Halloween party, cat, nurse, cop Victoria’s Secret – PINK Halloween: Halloween costumes, accessories, lingerie, clothing.. The world’s most glamorous lingerie brand now carries a line specifically for a sexy Halloween night out. Victoria’s Secret PINK is THE destination for chic women’s costumes, accessories and more…
  14. 14. • We will evaluate our social media usage and interactions through Klout and other tracking tools throughout the months of August and September, identify the top contributors to sales and develop on these successes throughout the month of October. • We will also measure the effectiveness of different types of email blasts throughout the months of August and September so we know which type of email marketing campaign to primarily use in October. • With Victoria’s Secret PINK’s main sales outlets being catalogs, online, in-store, we will use the “college tour”to bring awareness and promote sales to our target market, therefore increasing revenue.
  15. 15. Thank You!