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Dressmeup
The document outlines the business plan for 'Dress Me Up,' an online personal styling service targeting women in the UK with customized wardrobe advice. It offers various services including personal outfit consultations, complete makeovers, and fashion tips through a blog and newsletters. The marketing strategy emphasizes digital channels, social media engagement, and targeted campaigns for different personas such as pregnant women, working mothers, teenagers, and sporty girls.
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Dressmeup
- 1. ADVANCED DIGITAL MARKETINGSHORT COURSE Eleni, Maria, Maria, Roberta ADM SPRING 2013
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- 3. ABOUT US • BrandName: ‘Dress Me Up’ • Targeted Audience: female • Targeted Country: UK • Vision: help you to look at your best whenever you need it • Mission: ‘Dress Me Up’ wants to be your personal stylist providing customized advice by using your wardrobe. ADM SPRING 2013
- 4. REASON WHY • Fullwardrobe but still nothing to wear? Female need a piece of advice of how to wear and combine their already clothes instead of buying new pieces. • Enhance your wardrobe within your budget Follow the new fashion trends without spending a fortune. Mix match your own clothes with smart purchases. • Adapt yourself to the new trends. Everybody wants to look good. However, not all the new looks fit to everybodyunless you know how to adopt them according to your body features. ADM SPRING 2013
- 5. SERVICES • Personal outfitadvice by fashion stylists based on customer’s wardrobe The client uploads pictures of her clothes and selects her desired outfit she is seeking to look like. This is a paid service. • Complete Makeover Client requires to change her overall styling by providing details from what she has already in her wardrobe. This is a paid service. • Advice and tips Overall, the clients can find FOR FREE tips about fashion, make up and makeover solution in our blog and newsletters. ADM SPRING 2013
- 6. SITUATION ANALYSIS • OurCustomers: focus on female gender with 4 different targeted marketing groups depending on the age. Therefore we created 4 Personas to cover theoretically the majority of female customers. • Our Market: online service. The purchasing habits has changed from retail shopping to online shopping. Our online services for personalized online purchases cover the customers’ need. • Our Competition: in the U.K. there is no other company that offers the same online services. Our competitors are retail shops that offer the similar services inside their store. Also, the online clothing stores by the use of photo galleries and online shopping. ADM SPRING 2013
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- 8. • I lovechildren. Children are the best part in my life. However, I like to take care of myself. • Every day I need to be at hospital for my patients, but also I need to look great for myself. • Technology helps me to keep updated. Usually use smart phone and i-pad. I findthem convenient, easy to use and I search everything at any time. • Yoga gives me vital energy to seize every day. Four times weekly are enough to keep my body healthy. ADM SPRING 2013 Targeted Group: Pregnant Woman Persona:Kathie Johns, 34 Location:Exeter, U.K. Occupation:Doctor in Private Clinic
- 9. ADM SPRING 2013 Persona:Laura Location:Shoreditch(London) Occupation: student who loves travelling Targeted Group: Teenager • I am a 20 year old girl who studies abroad and loves music watching old movies, loves going to music festivals and spends her money in travelling all over the world. • I love fashion and I consider myself a Fashion Victim I love to follow blogs, always read Vogue and fashion magazines but have no budget for buying clothes cause I prefer to spend my money travelling.
- 10. • My ambitiousto achieve high professional standards does not mean that I do not want to create a family. • Having the right balance between family and work is my goal without neglecting myself. • After the birth of my daughter I reviewed my fashion shopping list and I decided to re-use clothes that I have in my wardrobe but I do not know how. • Being mother and wife does not mean that you have to stop being an IT girl. ADM SPRING 2013 Targeted Group: Working Mother Persona: Andy Hanaway Location: Cambridge UK Occupation: Manager in a Barclays’ branch
- 11. • My dailyroutine includes all kinds of workout such as running, gym, surfing and yoga. • I always wear long sports clothes. I want to look fancy when I go out but I don’t know how to combine clothes or what style fits me. ADM SPRING 2013 Persona: Eleni Ainur Location: London Occupation:marathon athlete Targeted Group: Sporty girl
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- 13. WWW.DRESSMEUP.UK.COM • Availability: at£ 16,98 for 2 years • Keyword in brand and in the website name. • Clear identification with the company. • Heart of the Business: all the traffic should be directed there. • Call to Action: 5 CTA are clearly identified. • Value Online Proposition: in the homepage. • Feedback link: in the homepage. ADM SPRING 2013
- 14. CHOOSING THE TITLEAND THE BRAND NAME We used Google Keywords to evaluate different options for the brand name. ADM SPRING 2013
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- 17. KEYWORD • Use ofGoogle Ad Words keyword tool to find the right Keywords for our online marketing strategy. • Keyword chosen: Personal Outfit, Personal outfit advice, Personal stylist, Personal stylist consulting, Wardrobe, Your personal outfit given by an expert stylist, show your wardrobe. • Density : careful to the density of those words in the pages. • Copywriting: write qualitative texts to be recognized by Google. ADM SPRING 2013
- 18. SEO •External links :hyperlinks that when are selected direct the user to a new website. •Hyperlinks to: blogs, social media, fashion stores, make-up brands, online magazines, newsletters, etc. •Internal Links: hyperlinks that when selected directs the user to a new page of the same website. •Social Media Dress me Up: generate regular useful and shareable content with always the link to www.dressmeup.uk.com ADM SPRING 2013
- 19. METATAGS FOR THEHOMEPAGE • Title: <title>Hire your personal stylist online<title> • Description: <META name = "description" content=Your personal stylist that provides customized advice by using your wardrobe”> • Keywords: <META name="keywords" content="outfit, personal outfit advice, personal stylist consulting”> ADM SPRING 2013
- 20. ADWORDS CAMPAIGNS • Campaign:4 different campaigns for each persona. • Keywords: at least 50 keywords that can be also a group of words or misspelt words. • Google Analytics: evaluate the performance of each advert. ADM SPRING 2013
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- 25. DIGITAL MARKETING CHANNELS ADMSPRING 2013
- 26. BLOG 1 post perweek written by 4 different authors. Post about trends, fashion, other people outfits, commercial partnerships ADM SPRING 2013
- 27. EMAIL MARKETING Seasonal discount(wedding season, Christmas, Easter, Valentine day) ADM SPRING 2013 dress me up <customer@dressmeup.uk.com>
- 28. EMAIL MARKETING Special promotionswith discount (birthday) ADM SPRING 2013 dress me up <customer@dressmeup.uk.com>
- 29. EMAIL MARKETING Special promotionswith discount (birthday) ADM SPRING 2013 dress me up <customer@dressmeup.uk.com>
- 30. EMAIL MARKETING Fashion tips ADMSPRING 2013 dress me up <customer@dressmeup.uk.com>
- 31. NEWSLETTERS Our customers willbe informed twice a month with the Dress Me Up Newsletter, which will include: 1. All the weekly posts from our blog. 2. The tips of the week. 3. Our YouTube videos. 4. The best pictures from our social media (Pinterest and Instagram). 5. The style of the week voted from our social media fans. 6. Our promotions. 7. Our partnerships ADM SPRING 2013
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- 33. FACEBOOK 2 posts perday ( blog , tips, tutorials, offers, suggested style of the week) Interaction with followers, vote via Instagram and Pinterest the best dressed fan and offer them a free consultation. ADM SPRING 2013
- 34. TWITTER 5-6 (re) tweetsper day, (follow and interact with fashion bloggers or magazines and sites/create conversation, promote blog posts, videos, tips/ drive traffic to the Facebook page for more visual content) ADM SPRING 2013
- 35. PINTEREST Press Release (everylink that speaks about us), outfit we like, trends. ADM SPRING 2013
- 36. INSTANGRAM Improved visibility andreputation with satisfied customers that can post pictures of outfit created by Dress Me Up. Creation of the contest the best dressed of the week. ADM SPRING 2013
- 37. Google + Useful forthe SEO. It will be more powerful in the future because of the possibility of Clouding that Facebook does not have. ADM SPRING 2013
- 38. YOUTUBE Tutorials “How tomake up” ADM SPRING 2013
- 39. ONLINE MEDIA &PR ADM SPRING 2013
- 40. STRATEGY • Mention ourbrand on other sites and networks to create traffic returns on our official sites. • Control the negative comments and enhance the visibility but also our SEO. • Establish expertise and demonstrate commitment to our field. ADM SPRING 2013
- 41. PARTNERSHIPS Bloggers, fashion onlineand offline magazines, E-commerce shops, Fashion clothes shops ADM SPRING 2013
- 42. CO-BRANDED EMAIL Offers: Specialoutfit discounts of they buy from those brands/Promotions of the brands with discount vouchers from our newsletters ADM SPRING 2013
- 43. THIRD PART NEWSLETTERS Makeother people speak about us ADM SPRING 2013 dress me up <customer@dressmeup.uk.com>
- 44. AFFILIATION WITH INFLUENTBLOGGERS Making collaboration when the outfit consulting is given by influent bloggers ADM SPRING 2013
- 45. PRESS RELEASE WITHNEWSFEEDS LaunchPresentation ADM SPRING 2013
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- 47. AFTER SALES EMAIL Emailaddress: CS@dressmeup.uk.com Email sent: • After every purchase as a confirmation email. • After 2 days to rate the level of customer’s satisfaction and fill a feedback form for our services for further improvements. ADM SPRING 2013
- 48. TWITTER ACCOUNT FORCUSTOMERS Join to us to twitter: @Csdressmeup Tweets can be used by customers in order to receive a quick response, answered immediately by the staff. • General or particular fashion inquiries. • Solving last minute questions. • Text us even when you are shopping. ADM SPRING 2013
- 49. FEEDBACK AND SURVEYS •It is crucial for us to receive feedback of our customers. It helps us to understand our lacks and mistakes in order to improve them in the future. • A feedback button is added on the homepage. For those who are not interested. They might be motivated to fill the feedback form via an email after using our services. • A survey email is sent to customers after 2 week to rate our services and styling consultations. ADM SPRING 2013
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