Julie Zimmermann NMDL Final

1. Julie Zimmermann

2.  A wide variety of women’s and men’s
designer dress, casual and athletic designer
shoes
 Favorite designer brands with warehouse
prices
 Over 300 stores nationwide
 E-commerce and mobile sites
 dsw.com
facebook.com/DSW
twitter.com/DSWShoeLovers
youtube.com/user/dswshoewarehouse

3. Challenges: Goals:
 Consistent  Generate hype
messaging  Continual growth
 Rich content  Increase sales
 Quality control  Brand awareness
 Influence target  Increase SEO
audience
engagement

4.  Measure, monitor and engage a strong
presence on social media networks
 Blog
◦ A weekly company blog to supplement inbound
marketing
◦ Interact with complimentary industries to increase
blogger outreach

5.  SEO
◦ Increase ranking across multiple search engines
◦ Keywords and phrases
◦ Google AdWords campaign
 SEM
 PR
◦ News releases
◦ Digital PR
◦ Personal relationships
◦ Monitoring media hits

6.  Commerce
◦ Integrate sales opportunities into social media
◦ Provide links to all of company’s social media
outlets
◦ Increase internet sales
 Promotions and contests
◦ Consumer incentives
◦ Audience engagement
◦ Brand loyalty

7. Blog and Official Website
Increase SEO
THE SALE

8.  Monitor and Measure
◦ Google Analytics and Google Alerts
◦ Facebook insights
◦ Hootsuite, TweetDeck
 Analyze results and make improvements

9.  PPC
◦ Google AdWords
◦ Facebook advertising
 Employee labor
 Content creation
◦ Promotions, coupons and seasonal savings
◦ Banner ads
◦ Landing pages

10.  Timeline
◦ Increase spending for seasonal peaks
 Holidays
 Change in season  change in footwear
 Location
◦ Regional climate differentiating sales patterns