J.Crew provides customers with high-end clothing, ranging from business attire to casual, everyday clothes. This advertising campaign will increase brand recognition and consumer interaction through social media contests and a mobile application. The goal is to encourage customers to share how J.Crew has dressed their success and increase online spending and in-store purchases, especially among college graduates and business professionals.

1. J.CREW
Digital Strategy
By: Elizabeth Giuliani

2. COMPANY BACKGROUND
• 1983 Mailed out the first catalog
• 1989 First store, New York
• Over the years, paired with iconic brands such
as Jack Purcell, Timex, Thomas Mason, and
Red Wing
• Line Extensions: Crewcuts, Weddings and
Parties, and J.Crew Collection
• Went global in 2011, reached over 100
countries by 2012
• J.Crew Factory (1988) and Madewell (2006)

3. TARGETMARKET
Men and Women
Ages 21-40
Soon/Recent College
Graduates-Business
Professionals
Enjoy being stylish at
an affordable price

4. ADVERTISING CAMPAIGN
 We want to offer reasons for customers to enter
the store or shop online.
 Encourage customers to feel their best and share
their stories
 The career and life success that the customers
have while wearing the brand
 Boost awareness and show others different uses of
J.Crew

5. Share your success stories with us on social media.
“How has J.Crew dressed your success?”

6. FACEBOOK, TWITTER,
INSTAGRAM, PINTEREST
• Monthly contests encouraging
customers to post and tag us
• Winners will win various J.Crew
prizes
• “Upload how J.Crew has dressed
your success and win a $50 gift
card!”
• Social media posts will have
updates on coupon codes and
free accessory giveaways.

7. GOOGLE ADWORDS
 Keywords: “College Graduate” and “Business
Attire”
 Excellent method of generating clicks per day
due to the low cost of Adwords.

8. MOBILE APPLICATION
• Easy and effective way of
accessing information about
J.Crew
• Products, store locations, and
seasonal coupons/promotions

9. KEY INDICATORS
• Pay per click
• Measuring impressions
• Track online spending
• Monitor in-store purchases
• Contests will give customers an incentive to get involved while
tracking how much inventory is being sold.

10. COSTS
 Low costing campaign due to low costs of Adwords
and social media.
 Adword Campaign: (most costly)
• $1.5 Million
 Mobile application
• $1 Million to create
• $6,000/year to administer
 Manual work
• Manage and run social media accounts
• Ensuring all accounts are consistent with each other

11. CAMPAIGN
GOALS
 Increase brand recognition as an affordable, yet high end
clothing line.
 Increase consumer interaction through social media

12. SUMMARY
 J.Crew provides customers with high-end clothing, ranging from
business attire to casual, everyday clothes
 This advertising campaign will increase brand recognition.
 Increase consumer interaction by sharing success stories
 Creating a mobile application will give an easy way to access
everything related to J.Crew.