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DSW Digital Marketing Strategy
By: Adaémia Campbell
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Goals and Objectives
Create awareness of new category
Gucci , Prada, Sergio Rossi,YSL,
etc.
Footwear and accessories
Up to %50 discount
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Target Market
Women ages 25-44
Ideally young professionals
affluent spenders
Fashion forward
Want great style at affordable prices
4. +
Big Idea
Create an interactive blog called
ShoeLuxe810
Shoe reviews and finding the look
for less
Connect shoe lovers
Start with one blogger then
branch out to two
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Big Idea (in detail)
1-2 guest bloggers in a one-
month timeframe.
3 posts (250 words or more)
per post
Given one free pair of shoes or
accessory of their choosing form
Luxe810
must include free item in at least
two of the required three posts.
Opportunity to contribute to
DSW official Pinterest account
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Social Media
Facebook: over 1.6 million likes
Pinterest: over 6 thousand
Twitter: over 42 thousand followers
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ShoeLuxe810 Campaign
Incorporate shoeLuxe810 campaign into DSW social media
sites
Integrate Luxe810 promotions with current DSW promotions
Facebook
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Pinterest Marketing
Two boards
One for Luxe810
New arrivals for Luxe810
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Budget
Design of Blog: $2500
Editing/content management: $2,000/month x 12
months=$24,000
Guest Bloggers (2 bloggers max per month for 12 months) x
average cost of incentives ($1,000) cost for incentive: $24,000
Total Blog Cost: $50,500/yr.
Facebook, Twitter, and Pinterest content management:
$1,000/month x 12 months= $12,000 x 3
Total Social Media Cost: $36,000/yr
Annual Budget: $86,500 per year
10. +
Metrics to Measure Success
Google Analytics
Facebook Likes
Twitter Followers
Pinterest
Pay Per Click
Editor's Notes
My client is the Designer Shoe Warehouse (DSW). Just recently, DSW acquired a luxury brand category named Luxe810. Through my research, I found that DSW’s luxury branding category Luxe810 has yet to receive adequate publicity by ways of social media. I believe that with an adequate social media campaign, Luxe810 will thrive in the market sales.
My goal in creating an effective social media campaign for Luxe810 would be to create awareness of the new category. By creating awareness of Luxe810, consumers will know the features and benefits of a DSW Luxury category brand.Luxe810 is an extension of DSW’s line of footwear and accessories that features luxury designers like Gucci, Prada, Sergio Rossi, YSL and more. Luxe 810 offers luxury brand footwear and accessories at up to %50 discounted price.
This strategy will also be of use to consumers who research the latest fashions and those who price compare footwear before purchasing. These likely consumers are women and whose age ranges from 25-44. They have a more affluent household income which allows them for more spending power towards designer shoes and accessories.
Create a blog called ShoeLuxe810. ShoeLuxe810 would focus on shoe reviews and finding the look for less. The concept was to create trust in DSW customers by giving personal testimony and opinions from fellow shoe lovers about a variety of products that Luxe810 carry. The blog will begin with a primary blogger and will follow her as she reviews and pairs Luxe810 items with complete outfits. ShoeLuxe810 will have one primary blogger until it gains adequate viewership. Once the blog has reached a good standing in viewership, it will branch out to other guest bloggers.
From deals, to color, to pairing, ShoeLuxe810 would chronicle the everyday life of a shoe fanatic. Content will range from 1-2 guest bloggers in a one-month timeframe. Both bloggers will be required to contribute to at least two (2) posts with a minimum of 250 words per post. Before their first post, guest bloggers will be given one (1) free pair of Luxe810 shoe or accessory of their choosing, where they must each feature in at least two (2) of the required three posts. The posts can be about the comfort/fit of the item, five days of outfits that can be paired with the item, or anything along those lines. Guest Bloggers will also be invited to contribute to DSW’sPinterest account for each post created.
From what I’ve seen, DSWis very active in their social media. Their facebook page has over 1.6 million likes, over 6 thousand followers on pinterest, and its twitter account has over 42 thousand followers. By implementing then integrating the ShoeLuxe801 campaign, I predict that the number of likes and followers of DSW’s social media will double.
Given DSW’s total number of followers on Twitter, facebook, and Pinterest, DSW will incorporate the shoeLuxe810 campaign into their social media sites. The ShoeLuxe810 campaign will be featured periodically on facebook alongside other DSW promotions. Each post on facebook will have an excerpt of each updated post followed by a link to the blog.
There will be a board dedicated to DSW’s new Luxe810 category. There will be two boards: one (1) board will be dedicated to DSW’s new Luxe810 brand. This board will feature images related to Luxe810 such as pictures of luxury fashion and pictures of landscapes. The other board will be dedicated to all new product arrivals from Luxe801.
Design of Blog: $2500Editing/content management: $2,000/month x 12 months=$24,000Guest Bloggers (2 bloggers max per month for 12 months) x average cost of incentives ($1,000) cost for incentive: $24,000Total Blog Cost: $50,500/yr.Facebook, Twitter, and Pinterest content management: $1,000/month x 12 months= $12,000 x 3 Total Social Media Cost: $36,000/yrAnnual Budget: $86,500 per year
To measure the success of DSW’s Campaign, I would use Google Analytics to track traffic on DSW’s twitter, facebook, ads, and ShoeLuxe810. I would also follow the number of facebook likes, the amount of twitter followers, and Pinterest pins. Then with Pay Per Click, I could measure the amount of clicks on the blog.
