The document outlines Anthropologie's digital strategy to promote their "A Step Into Style" campaign. The campaign will offer customers 50% off discounts when they sign up using promo codes distributed through Facebook ads. The number of promo codes redeemed each month will track the number of new customers and purchases brought in by the campaign. If the campaign goal is reached, the discount will be lowered to 25% off, and if not, increased to 60% off. Social media platforms like Facebook, Twitter, and Instagram will be utilized to attract customers and distribute promo codes to track participation. A blog will also be started to showcase merchandise and obtain customer feedback. The proposed budget for the six month campaign utilizing Facebook ads is

1. ANTHROPOLOGIE: DIGITAL
STRATEGY
Allison Gauger

2. HISTORY
• known women's retail store that offers clothing, acceresories, gifts and
different home décor
• highly respected and known boutique that is known internationally. There
are many stores throughout the nation that have found much success in
what they do and have made a great name for themselves

3. TARGET MARKET
• The target market of Anthrolpolgie is woman from ages 17-50 and dress
in high end fashion and follow today's trends.
• This range satisfies Anthopologie’s clients because it gives room for new
designers and broadens the use of social media while designers target a
younger and more trendy audience

4. BIG IDEA
• Campaign Name: “A Step Into Style”
• Campaign will be Promo. Code based
• promo code will be for 50% off for all customers who sign up through
Facebook
• Facebook ads that read on the side bar, "A Step into Style”
• bumper stickers sent to each of thr customers who signed up and recieved
a promo code

5. KEY PERFORMANCE INDICATOR
• the amount of codes that are added up at the end of the month, are the
new customers and new purchases we have brought it
• if we reach the goal than we will lower the campaign to 25% off, and if
not, increase to 60% off
• Use the codes that come from social media because it is our best tracking
point.

6. TOOLS AND TACTICS
Instagram and Twitter- “likes” or “Favorites” result in promo codes.
• Fastest way to attract customers.
• Blog set up to show off merchandise along with comment boxes for
feedback
• This will help promotion along with quality of merchandise

7. TOOLS AND TACTICS
• Blogging
• Blog set up to show off merchandise along with comment boxes for
impactful feedback

8. BUDGET
• Facebook ads expenses
•
Will promote for six months
• 3 hours per day for six months
• Cost around 135,000 dollars
• Strategically plan it so that the ads are not present for three hours straight.
We will find the hours were the promo is most effective after the first
month and have the ads flash at those times.

9. SUMMARY
• Amount of Promo. Codes sent via social media will track the amount of
customers participating in campaign, “A Step into Style”
• With promo code, discounts begin at 25%.
• Utilizes social media such as: Facebook, Twitter, and Instagram to
customer base

10. SUMMARY CONT.
• Begin blog for feedback on campaign and quality of merchandise
• Targets wide range of ages and professions into fashion industry
• Brings in new and improved customers through latest marketing (social
media)
http://www.anthropologie.com/anthro/index.jsp