DSW was established in 1917 as a retailer of designer shoes. It now has around 180 stores across 32 states, providing an upscale shopping environment with quality designer and name-brand shoes at up to 50% off regular prices. To increase sales and awareness, DSW plans to utilize inbound and digital marketing through platforms like Facebook, Instagram, YouTube, and Blogger to build personal connections with customers and get feedback. The annual budget for this digital marketing strategy is $576,000.

1. By: Julee Yee

2. • Established in 1917 by the Schottenstein Family
as a retailer of designer shoes
• Currently has approximately 180 stores in 32
states
• Unique upscale, consumer-friendly shopping
environment
• Current styles of quality designer and famous
name-brand shoes sold everyday at up to 50% off
regular department store prices

3. Strengths and Weaknesses
Strengths Weaknesses
- Wide variety of designer
shoe products
- More focused on females
than males
- Consumer friendly shopping - Some brands are not sold
there
- Good value for their products - Mainly concentrated in only
the shoe market
- Up to date with the designer
current styles
- Rewards loyal customers

4. Big Idea
• Increase sales and awareness through the
inbound and digital marketing.
• Facebook, YouTube, Instagram, Tumblr, and
Blogger
• Build a more personal connection with
customers and get their feedback through the
digital mediums

5. Facebook
• Information
• Build
Relationships
• Promotions

6. Instagram
• Sponsorships advertising
• Updates on new
products
• Connection to other
social media platforms

7. YouTube
•Hauls
•Giveaways
•Reviews
•DSW channel

8. • Testimonials,
• Reviews
• Photography
• Connection

9. Budget
Budget: $48,000 per month or
$576,000 a year

10. Measuring Success