1. Digital Marketing Strategy for Watters Creek
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2. Executive Summary
• Overview of Competition:
– Primary Competitors: Allen Premium Outlets, The Villages at Allen
– Secondary Competitors: The Galleria, NorthPark, Stonebriar, etc…
• Description of Watters Creek and Competition:
• Size: Watters Creek- 61 stores, Allen Premium Outlets- 90+, Villages- 170 stores
• Segmentation: Watters Creek and both primary competitors are targeting the same
segment in terms of demographics and location.
• Digital Marketing Goals: For Watters Creek and their competitors, the goals is to
increase awareness via mobile, social media, and pc to increase daily customer
traffic.
Competitors
Watters Creek
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3. Executive Summary
• Target Market:
– Demographic: Upper middle class families and young professionals.
– For our campaign we were asked to target women ages 20-35.
– Location: Consumer living with 30 miles of Watters Creek.
– Behavioral: Preferred consumer would either become aware of Watters Creek
through word of mouth or via mobile/pc and would then make their purchase
in-store. Purchases made online may benefit the individual retailers, but not
the entity of Watters Creek.
– Device Type: Heavily geo-location and mobile driven. 15,000+ check-ins via
Facebook, and 4,500+ check-ins via foursquare.
• The Offer
1. Objective: For the customer to physically go to Watters Creek.
2. Market Research: Goal- increase the number young professional female visitors.
3. Offer: Retail resort with many shops and restaurants, as well as filling other needs.
4. Test the Offer: Analyze watterscreek.com web traffic and Adwords performance.
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4. Executive Summary
• Testing & Metrics
– We are testing advertisements in five campaigns: shopping, restaurants,
leasing, events, and stores.
– Our goal is to increase awareness and mall traffic among women ages 20-35,
upper middle class families and young professionals in general.
– We want to find the campaigns that perform effectively in Adwords, eliminate
the ineffective campaigns, and suggest targeting and promoting those areas in
future in order for Watters Creek to increase awareness and attendance.
• Success Metrics:
1. 5% c t r
2. Negatively sloping cost per click as our campaigns progress.
3. Positively sloping daily ctr as campaign progress.
4. Average quality score of 7.5 on all keywords used throughout our campaign
5. 500 clicks / 10,000 impressions over 2 weeks.
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5. Google Adwords Campaign
• Highlights
– Running Time: 2 weeks, 3 days. Funds Spent: $160.33
– Total Impressions: 8,322, Clicks: 622, Overall C T R : 7.47%
– Search Impression: 7,307, Clicks: 622, Overall C T R : 8.51%
– Overall Quality Score Average (All 200 Keywords) : 5.665
– Total Keywords with a Quality Score of 10: 45
– Primary Campaigns: Watters Creek Shopping, Watters Creek Restaurants
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6. Google Adwords Campaign
• Negative Keywords: the villages, retail space dallas, allen premium outlets, coach,
galleria, golf, indian food, indian restaurants, lease retail dallas, leasing dallas, mens
casual sports mall, mens clothing stores, mens suits, northpark center, northpark mall.
• The Numbers:
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7. Google Adwords Campaign
• The Numbers: Graphically
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* Saturday
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8. Google Adwords Campaign
• Best Keywords (min 150 impr.):
1. watters creek shopping
2. “watters creek restaurants”
3. watters creek allen
4. shops at watters creek
• Total Impressions by Top 4 Keywords: 2,912
• Total Clicks by Top 4 Keywords: 444
• Total Overall CTR for Top 4 Keywords: 15.25%
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9. Google Adwords Campaign
• Top Ad Group Performance:
* Note: All Top Performing Ad Groups were either in Shopping or Restaurants campaigns.
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10. Google Adwords Campaign
• Top Performing Ads:
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*Note: Ad Performance was judged by CTR and Total Impression Count, not solely CTR.
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11. Conclusions and Recommendations
• The two components of Watters Creek that should be the focal
points for increasing traffic and awareness are restaurants and
shopping.
• Mentioning both points: great shopping, and great restaurants was
the most effective way of advertising in Google Adwords.
• Continue to broaden mobile and social media related marketing.
With a large foundation of followers already established, there is a
lot of potential for growth and increasing awareness.
• In terms of usability and search engine optimization, titles and meta
tags need to be edited. Load time needs to be improved, navigation
could also be improved. In terms of engagement, Watters Creek is
doing very well (1/4 bounce rate, and average five minutes per
visit).
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