SlideShare a Scribd company logo
Christina Allison
ADV 292-NMDL
Tell me about it, Stud.
Fashionable
And
Affordable
Goals and Challenges
 Vision: to democratize
fashion and design in style
footwear and accessories
for the world
 Mission: to become the first
choice for style and value
in footwear and
accessories for our target
customers
 There has been problems
in China due to labor laws
with Payless’ production in
the past decade
 Payless has been
increasingly involved in the
community for many years
Happy Feet = Happy Family
New Media
Payless has a
Twitter page
and a Facebook
page….
But it’s all about
effort
Payless explains on its
website that they
mainly advertise in
magazines and
print outs.
Who’s Hotter?
It’s like the saying “make new friends but keep the
old, one is silver and the other’s gold.
OLD
<
NEW
>
The campaign is not complete
without Online presence!
There needs to be a mention of
their work online.
Facebook
Twitter
Measuring Success
More online presence =
Which can be measured in a variety
of ways…
Metrics of Success
By using tools such as
Google Analytics we
can see how much
traffic our site is
getting
(Instead of relying on
print!)
Twitter:
# of Followers
# of @mentions
# of retweets
Facebook
# of participants in
online contests
# of “Likes”
Blog
Information can be
transferred quickly to
and from customers
All having little to no cost!

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Payless

  • 2. Tell me about it, Stud.
  • 4. Goals and Challenges  Vision: to democratize fashion and design in style footwear and accessories for the world  Mission: to become the first choice for style and value in footwear and accessories for our target customers  There has been problems in China due to labor laws with Payless’ production in the past decade  Payless has been increasingly involved in the community for many years Happy Feet = Happy Family
  • 5. New Media Payless has a Twitter page and a Facebook page…. But it’s all about effort Payless explains on its website that they mainly advertise in magazines and print outs.
  • 6. Who’s Hotter? It’s like the saying “make new friends but keep the old, one is silver and the other’s gold. OLD < NEW >
  • 7. The campaign is not complete without Online presence! There needs to be a mention of their work online. Facebook Twitter
  • 8. Measuring Success More online presence = Which can be measured in a variety of ways…
  • 9. Metrics of Success By using tools such as Google Analytics we can see how much traffic our site is getting (Instead of relying on print!) Twitter: # of Followers # of @mentions # of retweets Facebook # of participants in online contests # of “Likes” Blog Information can be transferred quickly to and from customers All having little to no cost!