2. History Nordstrom, Inc. is one of the nation's leading fashion specialty retailers, with 208 U.S. stores located in 28 states Originally founded in 1901 as a shoe store in Seattle, Washington Operates 115 Full-Line Stores, 90 Nordstrom Racks, two Jeffrey boutiques and one clearance store Serves customers through its online presence and through its catalogs Publicly traded on the NYSE under the symbol JWN
3. Philosophy Focus on catering to customers' needs, individually Created fashion departments that fit individual lifestyles “Offer the customer the best possible service, selection, quality, and value.” – John W. Nordstrom
4. Greatest Strength Nordstrom has found that providing excellent customer service is reflective of the communities that it serves Having a workplace that attracts and supports diversity benefits the customers and the employees Each employee has the opportunity to realize their potential and contribute to the success of the company
6. Goal Enhance Mobile and Web presence through an individualistic “Fashion Show” Theme campaign Transform buyer personas into real life people The “Suri Cruise/Kingston Rossdale Mini fashionista” The Junior High School bandwagon look The High School “Best Dressed” Award The collegiate campus go-to outfit “Dressed to Impress” business attire Social events and Special occasions Self-expression accessories Self-care Beauty Products
7. Key Components Research buyer personas to locate niche market Develop Public Relations campaign to incorporate company values of diversity and individuality Search Engine Optimization Techniques Create a blog to encourage customer Feedback Promote Online Shopping
8. Budget Allocation $100,000 for Individualistic “Fashion Show” online advertising $50,000 for Public Relations agency (Campaign Design) $100,000 for Project Tools $50,000 for Miscellaneous Project Fees Project Total: $300,000
9. Campaign Timeline 6-12 months, in preparation for Mid-Summer launch and upcoming Fall season Campaign will be launched on July 1, 2011 for the 2011 Fall fashion line Fall is the Season of Fashion
10. Metrics of Success Cost Per Click (CPC) Facebook: Number of fans and number of “Likes” Google AdWords Google Analytics Google Insights Trackur Twitter followers
