4. Goals of Campaign
•Raise followers on all social media sites,
but specifically on Instagram
•Create a mobile presence for Vera Bradley
by creating a smart phone app
•Raise internet awareness through SEM
•Raise clicks on site per day through SEM
5. Target Audience
•Busy women who are on the go
•Ranging in age from about 20-50
•College students, young
professionals and mothers
6. Tools and Tactics
Social Media
•Currently using Facebook, Twitter,
Instagram and Pinterest
•Need to gain followers – especially on
Instagram
•Hold social media related contests,
once every other month
•$1,000 budget per contest
7. Tools and Tactics
Mobile App
•Biggest gap in current digital marketing
strategy – There is no smart phone app
•An app would allow users to:
•A feed of all social media updates
•Special promotions
•Making easy and quick purchases
•Advertise new products
•Finding nearest Vera Bradley locations
8. Tools and Tactics
Search Engine Marketing
•Keywords: Colorful purses, brand
name purses, Vera Bradley purses, Vera
Bradley bags
•Daily Estimates for keywords:
•0-105 clicks
•111-3.61K impressions
•1.11-2.84 average position at a cost
of 0-$294 per day
9. Budget
1 year of SEM = $109,500
1 year of social media contests= $6,000
Mobile App
Mobile App = $30,000
______________________
Total = $145,500
SEM
$300 per day
$300 x 365 = $109,500
Social Media Contests
$1,000 per contest, every other month
6 x $1,000 = $6,000
10. Key Performance Indicators
Indicators of Successful Campaign
•Number of followers raised on all social
media sites over the course of 1 year,
specifically Instagram
•How many downloads of the mobile app
there are
•How many more clicks per day being
received to the Vera Bradley website
#’s
Editor's Notes
Vera Bradley is an American design company best known for colorful patterns. Vera Bradley started out making mostly handbags but now make many different products, such as mugs, baby clothes, headbands, pens and the list goes on. There are more than 3,500 stores and retailers of Vera Bradley.
The big idea of the digital marketing campaign is ultimately raise sales of Vera Bradley products through use of internet, social media and mobile marketing strategies.
The goal of the digital marketing campaign is to raise the number of all of the social media outlets, specifically on Instagram. As you can see, Instagram currently has the least number of followers followed by Twitter, then Pinterest and Facebook. Facebook has a much larger number of followers than any of the other outlets. Another goal to keep in mind is creating a mobile presence for Vera Bradley. Currently, the company has no mobile presence whatsoever. This is the biggest gap that we are looking to fill in the current campaign. Lastly, the campaign should raise internet awareness and clicks per day on the Vera Bradley website through SEMAnd of course, as a result of all of these goals, Vera Bradley should see a rise in sales due in part by the new digital marketing campaign
The target audience for Vera Bradley is busy mothers, or busy women who are on the go, ranging in age from about 20 to 50 years old. This covers college students, young professionals and mothers who always have somewhere to be. Vera Bradley offers many different types and colors of bags that will allow for these women to always have what they need while they are going from place to place. Women also tend to do a lot of shopping of their daughters, daughters’ friends and their own friends. Vera Bradley had all different kinds of gifts for women to buy.
Vera Bradley is already an avid user of Facebook, Twitter, Pinterest and Instagram. They do a great job posting consistently and keeping a cohesive message across all of the platforms. I believe that Vera Bradley should work on gaining followers on all of the social media sites, but most importantly on Instagram. Instagram has the least number of followers compared to all of the other sites. To gain more followers on the social media sites, Vera Bradley should hold contests regularly. Contests will allow for current followers to become more engaged and it will also help with gaining new followers.An example of the first contest is a contest held on Instagram. Followers of Vera Bradley should post creative pictures of themselves with their favorite Vera Bradley products and the hashtag #InstaVera. The people with the top 10 amount of likes will win a $100 gift card ($1,000 budget per contest). Since people are trying to get likes on their instagram posts to win, they will be enticed to post the picture on different sites (such as Facebook and Twitter) which will allow for even more people to hear about the contest and participate on Instagram. It’s all about word-of-mouth advertising! (or in this case, view-of-post)
Vera Bradley has an iPad app, but no app that is capable with a smart phone. Smart phones are much more common among the targeted audience, therefore it would be very effective use of Vera Bradley’s budget to invest in a mobile app. The mobile app should basically be a simpler, downloadable version of the Vera Bradley website. The app should include a live feed of all of Vera Bradley’s social media updates and tabs such as “New Products”, “Locations” and “Promotions”. The app should be user-friendly in a sense that it is easy to navigate and easy to create a profile and make purchases from.
It would be beneficial for Vera Bradley to add more SEM to their current digital marketing campaign. After searching different keywords on Google AdWords, I found that the best keywords to add would be: colorful purses, brand name purses, Vera Bradley purses and Vera Bradley bags. Adding these 4 keywords to Vera Bradley’s Internet marketing would add a total of $300 a day (at the most) to the budget and could potentially add 105 clicks per day to the Vera Bradley website, which would raise impressions by 111 to 3.61K. The more clicks on Vera Bradley’s website, the better. Awareness of the brand will increase and so will sales.
In order to know if the added budget is being effectively used in the digital marketing campaign, Vera Bradley will have to look at the numbers. The number of followers that have on social media outlets (Instagram) after a year’s time, how many downloads of the mobile app there are, and how many more clicks per day are being made on the Vera Bradley website. The goal of the campaign is to raise the numbers in all of those categories along with sales.
