2. Overview
I came up with a strategy that is projected to bring
more traffic to Gap’s website and broadened Gap’s
image on individual and originality.
To achieve this task and objective I have developed a
marketing strategy that consist of marketing the
website to go with the seasons and holidays
throughout the year. Making Gap’s site a little more
fun and exciting to go to.
3. Overview (Cont.)
The target audience for this Gap Campaign will be
anyone who is internet friendly or prefer shopping
online then going to stores.
The seasons for Gap’s website will consist of Spring,
Summer, Fall and Winter.
The holidays for Gap’s website will consist of Black
Friday, Christmas, and 4th of July.
The models on the website will wear clothing that
corresponds with the seasons on the site.
The backgrounds will corresponds with the seasons
and holidays throughout the year.
4. Key Components
The key components that are to be utilized during this
Marketing Campaign are as follows:
Twitter
Facebook
Instagram
Foursquare
SEO Advertising
Google Adwords
5. Key Components (cont.)
One of our concentrations for this strategy includes Social Media
Marketing. Social Media is one of the biggest ways to engage a
large number of people in participating and giving feedback to
Gap as a brand.
Facebook and Twitter will be the catalyst for our social media
campaign because these two sites alone generate heavy traffic
from one site to another while interacting with the consumer.
Twitter allows the consumer to see about Gaps latest fashion and
trends ,when sales and promotions are going on and win as well
as received rewards to shop at Gap website and in-store.
Facebook on the other hand can act in the same way as twitter,
with a little added extras such as the “like” button.
6. Key Components(cont.)
Instagram will be used for sole purposes of sharing
Gap’s latest trends and tips on how to be fashionably
fit.
Foursquare is a location based site that allows you and
your friend to the make the most of where you are.
This will be significant for anyone who check in the
most with Gap will received a half off reward of an
item of their choice online or in store.
7. Key Components(cont.)
SEO advertising is vital in obtaining views that will
potentially lead to future sales. This advertising
method allows certain keywords to register your site in
Google’s search engine.
Google Adwords will be the final piece of the plan that
will tie all the other keyword groups that wouldn’t
originally be thought of when searching for any
product that Gap produces.
8. Measuring Success
Gap will have the ability to track all of the success and
numbers that the marketing plan is generating. This
will be possible with the aid of several tools such as:
Google Analytics- For website traffic monitoring.
Product Sales Numbers- For the amount of units sold
of customers purchasing on the site during the course
of a year.
Facebook “Likes” and Twitter Followers- These are to
monitor and track the growing interaction between
Gap and its customers.
9. Budget and Timeline
The budget for this Marketing plan is set at $200,000 a year.
August 2012- Gap website remodeled, $20 rewards for first
100 people who share Gap new image.
September-October 2012- Back to school rewards and
Backgrounds and models corresponds with the seasons and
holidays.
November 2012- December- Black Friday & Christmas sales
and rewards. Backgrounds and models corresponds with
seasons and holidays.
January-July 2013- Backgrounds and models corresponds
with seasons and holidays.
10. Budget Allocation
The allocation of the budget stated earlier is listed as
follows:
Management of Social Networking Platforms- $35,000
SEO Advertising-$15,000
Google Adwords-$15,000
Location Based Mobile Marketing- Foursquare
Gap rewards-$18,000
Monthly website images- $9,750
Overall Gap Budget-$200,000 every year
