Group Project for course work.

1. F R A M E W O R K S C R E A T I V E S
Blue Moon Activewear
Digital Marketing Plan
Elgin Braggs  Morgan Farruya  Spencer Merryman  Kristen Spencer

2. Blue Moon Activewear
 Owner: Cheri Chod
 Fitness fanatic
 Location: St. Louis, MO
 Clayton’s Crescent Plaza
Shopping Center
 1 location
 Specialty Store
 Activewear
 Hours: Mon - Fri: 10:00 am - 6:00 pm
Sat: 10:00 am - 5:00 pm
 Established 2010
Company Overview

3. What’s In Store?
Blue Moon Activewear specializes in selling women’s activewear
and accessories. Cheri’s focus was to provide her customer with a
wide range of functional and stylish activewear brands for every
woman.
Brands:
• ALO
• Avani Activewear
• Bella Luxx
• Calvin Klein Performance
• Electric-Yoga Wear
• Falke
• Helen Knows Best
• LovethisLife
• lucy
• prAna
• Prismsport
• Public Myth
• Pure Karma
• SkirtSports
• Soybu
• Stonewear Designs
• Tees by Tina
• Twist Yoga Wear
• Yoga Jeans
Company Overview

4. Target Customer
 Demographics
 Gender: Women
 Age: 20-40 yrs.
 Education level: Some college and higher
 Income level: $50,000 and higher
 Geographics
 Individuals residing in and around St. Louis, MO
 Psychographics
 Active lifestyle
 Value fitness and fashion
 Yoga
Company Overview

5. Current Marketing Strategy
Traditional Mix
 Features in local magazines
 St Louis Magazine
 St Louis Post-Dispatch
 Alliance with influencers
 Emily Goble: Yoga Instructor/Blogger
Digital Mix
 Facebook
 Run by store owner and employees
 Posts are inconsistent
 Postings are links to e-newsletters
 Currently 319 likes
 E-newsletter
 Website
 Informational
Company Overview

6. SWOT Analysis
Strengths
• Great local base, owner is a local
• Sells premium activewear brands for women of all
sizes
• Hosts events for customers, such as yoga sessions
• Use of traditional marketing strategies
• Location
Weaknesses
• Inconsistent updates on Facebook
• Minimal social activity with target consumer
• Website is only informational
• Store hours (accessibility)
Mon - Fri: 10:00 am - 6:00 pm
Sat: 10:00 am - 5:00 pm
Opportunities
• Open the option for online shopping
• Strengthen customer relationships by optimizing
the retailer connection with consumers through
social media
• Open additional locations
Threats
• Competition, more prominent activewear brands
and retailers
(Lululemon, Nike, etc.)
• Not enough brand awareness
Company Overview

7. Outline of Our Mission
 Update Website
 Update Newsletter
 Digital couponing: Email and Social Media
 Social Media: Facebook, Pinterest
 Search Engine Optimization
 Digital Managment
Proposed Strategy

8. Social Media Strategy
Proposed Strategy

9. Website Revamp
 Squarespace
 Inexpensive and easy
 User friendly, sell product online
 Increase time, place, and possession utility
 What comes with it?
 Unlimited: pages, galleries, blogs, storages,
bandwidth, and contributors
 Fully integrated e-commerce
 Real time carrier shipping
 Label printing vua ShipStation
 Integrated accounting by Xerox
 A developer platform
 Mobile website/store
 Custom Domain
 Fully functional Analytics
 Annual cost: $288.00
Proposed Strategy

10. Email Marketing
 Constant Contact is an email marketing
program that allows you to put on
campaigns and promotions for your
website subscribers
 Reach 500 contacts monthly
 Lunar Club
 Digital reward for signing up
 Emails about store updates, fitness tips,
trends, etc.
 Annual cost: $540.00
Proposed Strategy

11. Digital Couponing
Printable coupons or quick response (QR) codes are popular methods used to reel in consumers.
Correctly advertising and placing these digital coupons will effectively broaden clientele
1. The first step would be
uploading an image and
generating barcodes
2. After designing the coupon,
develop capture fields
containing customer data. The
campaign would be set up
with beginning and end dates
3. Choose either a single coupon
banner or a coupon gallery;
add specific retail sites and
embed the code within blogs
and social media networks to
show the widget
4. Appropriately track optimized
analytical data to follow the
consumers behavior
Get 25% OFF your next purchase
Proposed Strategy

12. Digital Couponing
What will you be
able to track on
CouponFactory’s
analytical optimization
dashboard:
• Impressions
• Prints and Mobile Views
• Geographical Locations
• Clicks
• Referring URL
• Customer Data
• Conversion Rates
Proposed Strategy

13. Digital Couponing
Couponfactory.com will allow the retailer to use one service to
curate the coupons and appropriately track very detailed
information to ensure that this strategy is effective.
3 suggested package deals consisting of digital coupons, specific landing pages, and analytical impressions
What’s recommended is the 2nd package deal, which would contact
between 501 and 2500 people. Using this method alone will have
almost doubled the online presence of Blue Moon by exposure alone.
$60
Proposed Strategy

14. Social Media Strategy
 Facebook
 E-promotions given for those that like page
 Posts will have updates on store and
merchandise
 Remain a consistent presence
 Utilize ads on Facebook
 Used to increase page visits
 Costs everyone is shown ad
 300 views/day
 Set own budget
 Annual cost: $1,095.00
Proposed Strategy

15. Social Media Strategy
 Pinterest
 Profile will have different boards
created to capture the different
segments of consumers
1. ‘Fitness at Home’ : Workouts
aimed at tightening the core and
working out the lower body.
2. ‘Looks We Adore’ : Looks put on
display and will be exclusively
online.
3. ‘Eat Right, Feel Right’ :
Nutritious meals with a recipe
listed & at home yoga tutorials and
tips.
4. ‘Recent Trends’ : Recent trends
that correlate with fitness and
activewear.
5. ‘Accessories’ : Available
accessories sold in store.
Proposed Strategy

16. Digital Management
 Intern
 $8.00/hr and 15 hours/weekly
 Hire individual skilled in digital
operating systems
 Update social media and website
 Management still required to
update
 Hootsuite
 $8.00/month
 Used to manage all social media
seamlessly
Annual cost: $6,336.00
Proposed Strategy

17. Search Engine Optimization
 Google Adwords
 Website will be linked in a
recommended box when people
searches are related to Blue
Moon’s products
 Costs are at personal discretion
 META Tags
 No cost
 Embed key words within site
 Back up for Adwords
 Annual Cost: $750.00
Proposed Strategy

18. Budget Costs
Digital Strategy Monthly Cost Annual Cost
Website Update $24.00 $288.00
Constant Contact $45.00 $540.00
Facebook $60.00 $960.00
Hootsuite $93.00 $1,095.00
Intern $8.00 $96.00
Google Adwords $480.00 $6,240.00
$62.50 $750.00
Total Annual Costs $9,969.00
99% of allotted budget
Proposed Strategy

19. Updated SWOT
Strengths
• Great local base, owner is a local
• Sells premium activewear brands for women of all
sizes
• Hosts events for customers, such as yoga sessions
• Optimizes customer relationships through rewards
systems and social media
• Location
Weaknesses
• Single physical location
• Store hours (accessibility)
Mon - Fri: 10:00 am - 6:00 pm
Sat: 10:00 am - 5:00 pm
Opportunities
• Explore other forms of social media, such as
Instagram or Twitter
• Possible release a private brand
• Open additional locations
Threats
• Competition, more prominent activewear brands
and retailers
(Lululemon, Nike, etc.)
• Not enough brand awareness
Proposed Strategy

20. F R A M E W O R K S C R E A T I V E S
THANK YOU
Elgin Braggs  Morgan Farruya  Spencer Merryman  Kristen Spencer