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Chelsea cota JIBRI Digital Marketing Proposal
- 2. • Started in 2006 by Jasmine Elder in Atlanta, Georgia • Jibri Designs have been worn by many celebrities and singers: •Tess Holliday, Amber Riley, Brittany Howard, Gabourey Sidibe, and Jill Scott • Product: Plus size wedding, business, and casual wear for women. • Financial Information: <1 million dollars in revenue annually. Exponential revenue growth without a retail space.
- 3. PRODUCT LAUNCH: POOLSIDE & RESORT WEAR 2017
- 4. CAMPAIGN OBJECTIVES: • Increase brand awareness • Increase traffic to online store • Increase social media engagement • Convert through social media native advertising and website banner ads. • Generate leads through social media, email, and paid advertising.
- 5. ADVANTAGE: ONLINE BRAND WITHOUT RETAIL LOCATION With the advent of the internet, many fashion businesses are able to sustain themselves entirely digitally via social sharing and word of mouth. JIBRI is a great example of a brand that started online and thrives without the need for a permanent physical location.
- 6. STYLE: EDITORIAL-INSPIRED, BODY CONSCIOUS
- 7. TARGET AUDIENCE: FASHION-CONSCIOUS WOMEN SIZES 16-24 • Ages: 25-50 • Follow current plus size influencers like: Gabifresh, The Curvy Fashionista, Tess Holliday • Professional women with disposable income underserved by commercial retail. • Upper middle class, upper social economic class.
- 8. STRENGTHS V WEAKNESSES Strengths: Strong, recognizable aesthetic. Editorial inspired. Visually appealing website Opportunities: International recognition and growth, leveraging digital marketing practices to grow digital presence and increase brand awareness Weaknesses: Editorial price, low commercial brand awareness, not utilizing all social channels, not using paid search, paid social, or display ads. Threats: Over saturated online marketplace with big players such as Forever 21, Eloquii, and Elvi (UK)
- 9. CURRENT DIGITAL PRESENCE Platform Detail Website ✓ Website is visually appealing, responsive design Twitter ✓ 4k Followers. Posts 2-3x per week. Facebook ✓ 30k Followers. Facebook posts about 1-2x per week. Pinterest X Instagram ✓ 60K followers . Instagram posts 1-2x per week. Youtube X Blog X SEM X Display X Email ✓ Email campaigns are active every 2 weeks.
- 10. WHAT ARE WE WORKING AGAINST? Low Brand Awareness Market Saturation
- 11. PROPOSALS FOR DIGITAL MARKETING Utilize paid digital media across mobile: smartphone and tablet. Publishers: Instagram (Native), The Curvy Fashionista (display), GabriFresh (influencer) Paid Social: Instagram, Twitter, and Pinterest Native Advertising on Social is key: utilizing social media advertising to target and advertise to potential customers already involved with the fashion community.
- 12. SOCIAL MEDIA OBJECTIVES Pinterest: Generate boards to curate style, promote new launch, offer exclusive deals. Facebook: Utilize native advertising for Facebook users who like the Jibri page as well as industry specific influencers and brands. Instagram: Utilize native advertising for Instagram users who are engaged with industry influencer profiles.
- 13. BANNER ADS INSTAGRAM AND FACEBOOK NATIVE ADS PAID SEARCH PAID MEDIA
- 14. EDITORIAL PLACEMENTS Blogs are the furnaces of the social media sharing world. Their content is shared on social media, which feeds traffic to the online store as well as back to the blog.
- 15. DIGITAL MARKETING STRATEGY Social Email Blog Paid Social/Native AdsWebsite Call to actionInvite users to newsletter for exclusive content Email campaigns drive traffic Share exclusive content to social Social engagement generates buzz Launch awareness campaign