Emily Potts is proposing a $6-8 million digital marketing campaign for Express clothing targeting women ages 18-35 with disposable income who are interested in fashion. The campaign aims to increase sales, inform customers of promotions and affordability, and create brand loyalty by using social media like Facebook to spread the message that Express offers high quality fashion at reasonable prices. Success will be measured through analytics, social media engagement, store promotions being used, and overall sales increases.

1. Emily Potts

3. Ta r g e t a u d i e n c e
Men
Women
18-35
Disposable income
Interested in fashion

4. BIG IDEA
High quality clothing
for a reasonable price

5. Bring them to you
Likes

6. Spread the word

7. Let’$ talk money…
• Annual sales = $1.8 billion
• 2% of annual sales devoted to marketing and advertising
= $35 million
• $6 - $8 million for digital campaign over one year

8. Goals
• Increase sales
• Inform customers about promotions and affordability
of clothing
• Create brand loyalty

9. How do we know if it worked?
• Facebook analytics
• Likes and shares on social media sites
• Number of people bringing online promotions into the
store
• Overall sales

10. Summary
• Big idea: “High fashion and high quality clothing for a
reasonable price”
• Use social media to inform customers of promotions and
sales offered by Express
• $6 - $8 million dedicated to this digital campaign
• Track success throughout the year