This document provides a digital marketing strategy for Michael Kors. It allocates daily and monthly budgets across social media, internet, and television advertisements. The target audience is identified as 20-40 year old working women interested in high fashion at affordable prices. The goals are to increase sales by 15% or sell 500,000 products in 6 months. Purses will be a focus since they are top revenue generators. Advertising will take place on Instagram, Facebook, Twitter, the MK blog, magazines, and commercials. Success will be measured using Klout scores to gauge online influence on potential buyers.

1. Digital Marketing Strategy by Courtney Fleet

2. Karl Anderson Jr., born to
Joan Krystosek (a one-time
Revlon model) in 1959. His
parents divorced when he
was two and his mother Joan
remarried taking the last
name of Kors. Karl then had a
choice to change his name to
whatever he wanted. Now
we know him as Michael
Kors.
Michael Kors started his
public life as a child actor but
only magnified his fame on a
reality tv show, Project
Runway.
Now he is a fashion icon that
has mastered his style of
sporty luxury.

3. $2,700 DAILYTOWARD SOCIAL
MEDIA ADVERTISEMENTS
$3,300 DAILYTOWARD
INTERNET ADVERTISEMENTS
$50,000 monthly toward
commercials
$10,000 monthly toward

4. Target Audience
• 20-40 year old
working class
women
• Women interested in
high fashion but not
high end prices
• Women going for an
elegant yet sporty
look

5. ADVERTISETO INCREASE SALES BY 15% ORTO SELL 500,000
PRODUCTS IN 6 MONTHSOFTHE SPRING LINE

6. My main focus in these advertising campaigns will be the
purses since they bring in the most revenue for the MK brand.

7. Advertise on these
sites:
• Instagram
• Facebook
• Twitter
• MK Blog
• Commercials
• Magazine

9. KPI
Klout is a good way to
measure the success of
a campaign.
The higher the score,
the more influence my
sites have on potential
buyers.
It’s all about using
keywords and making
advertisements more
prevalent.