Payless Shoesource Final Presentation

1. Payless Shoesource
By: Rebecca Eaton
New Med ia Drivers License Final Presentation

2. Payless Shoesource
• Discount shoe retailer
founded in Topeka, Kansas in 1965 by Louis and
Shaol Pozez
• 4,500 retail stores worldwide
portfolio brands: Airwalk, Dexter, Champion,
American Eagle by Payless, and Zoe&Zac

3. Goals & Challenges
• Goals
make fashionable footwear affordable
• offer a wide range of different brands to appeal to their
target customers
• Challenges
positioning their products in the eyes of the consumers as
affordable shoes versus cheap shoes
• competing against other retail stores that offer more
“one-stop shopping” (i.e. Target, Kohl’s, Meijer)

4. Key Components
• Full force online strategy implementing different online
strategies to optimize their presences
Social Media:
• hire a social media manager to manage their social media
presence and stay up-to-date with each of their sites
• Twitter: use for interacting with customers, tweet daily
updates, current promotions, etc
FaceBook: utilize picture, “like”, and comment features
• LinkedIn: professional attitude, post available careers

5. Key Components
• Internet Marketing
Place banner ads on strategic websites
• FaceBook, Amazon, Ebay
• utilize Amazon and Ebay’s feature of only
placing ads when shoes are searched
• utilizes recency and relevance

6. Key Components
• Mobile Strategy
improve upon current phone app
• place ads in popular mobile games
• Words With Friends, Draw Something, Angry
Birds
• This is expand Payless’s daily exposure to
mobile consumers worldwide

7. Metrics of Success
• Evaluation
Measure the number of banner ad clicks
• Keeping track of SEO, and competitor's SEO
Social media manager will measure increase in
Twitter followers, FaceBook page “likes”, number
of times our promotional tweets are RT

8. Proposed Timeline
• Peak Times: when seasons are beginning to change
at this time people look for new shoes for the new season
• In efforts to go along with this peak period I propose
to implement a pulsing style of digital advertising
• continual advertising in the proposed digital areas throughout the year
during peak periods (seasonal changes) increase the number of banner ads,
as well as Tweets & Facebook comments
• makes customers aware of their new shoes for the season

9. Proposed Budget
• My proposed budget is $150,000 annually
This includes
• the salary of a Social Media Manager
• buying advertisement space within mobile games
buying banner ads on websites such as FaceBook, Ebay
and Amazon
• additional advertising within “peak” periods

10. Proposed Budget
Distribution
• $150,000 Budget
$30,000 salary for social media manager
• $50,000 for banner advertisements
• $30,000 mobile advertisements
$10,000 social media management
• $30,000 additional budget for peak season
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