Founded in 2013 and headquartered in Detroit, Shinola produces watches, jewelry, leather goods, bicycles, and other products. It aims to attract middle-to-upper middle class millennials and younger baby boomers through social media, its website, and inbound marketing. This presentation recommends expanding Shinola's digital strategy over two years with a $1 million budget. Expected results include increased social media followers, website visitors, time on site, ad engagement, and overall sales.

1. A DIGITAL STRATEGY
PRESENTATION
By Gerard Smith | ADV
420

2. BORN IN
DETROIT
 Founded in 2013 by Tom Kartsotis
and Bedrock Brands, a venture
capital firm
 Offers luxury watches, jewelry,
leather goods and accessories,
bicycles, audio equipment, apparel,
and more
 Headquartered in Detroit; brand is
closely associated with the city’s
name, its values, and its aspirations
 Operates a 30,000 square foot
watch assembly factory inside the
College for Creative Studies in
Detroit

3. TARGET
AUDIENCE
 Middle to upper middle class
Millennials and younger Baby
Boomers
 Live in an urban setting, possess
individualistic values, enjoy
contemporary behaviors and
designs, dress stylishly
 Audience Persona: Adam, a 34-
year-old Caucasian male who works
for an advertising agency in Detroit
 Adam makes close to $100,000
annually, lives in a downtown
studio apartment, dresses
fashionably, and enjoys attending
concerts and socializing on

4. SOCIAL MEDIA
 Consistently active on four
channels: Instagram,
Facebook, Twitter, and
YouTube
Total social following:
356,443
 Highly coordinated activity
across channels, resulting in
superior messaging
consistency
 Content consists of high-
quality photos or videos,
and brief copy
 Uses #MyShinola to discover
and share user-generated
photos
 Would like to see the brand
become more active on
Pinterest and utilize the
“Live” feature on Instagram
and Facebook

5. WEBSITE +
MOBILE
CAPABILITY
 Allows visitors to browse and
purchase an array of products, find
a store, chat with a representative,
search careers, sign up for a
newsletter, and much more
 Also provides background
information about Shinola,
associated social links, as well as
intriguing blog content
 Displays an attractive, distinct,
smooth, and well-organized design
 Seamless mobile user experience
 Shinola should consider creating an
app that mimics its website to give
users a more direct route to explore
offerings
 Could also begin sending
notifications about new products,

6. SEARCH ENGINE OPTIMIZATION
 Alongside notable keywords like,
“Shinola,” “Detroit watches,” “watch
straps,” “leather goods,” “premium
leather goods,” and “Detroit bicycles,”
Shinola has a strong SEO presence
 For other general keywords, such as
“men’s watches,” “handcrafted
watches,” “fine jewelry,” “city bicycles,”
and “high quality headphones,” Shinola
has a weak SEO presence
 “Detroit” is an important keyword for
results
 Shinola should alter its product
descriptions to better adapt to
nonspecific search queries

7. ONLINE
ADVERTISING
 One of Shinola’s most employed forms of
online advertising is search engine
marketing
 Utilized for keywords, like “Shinola,”
“Detroit watches,” “Detroit leather,”
“women’s luxury watches,” “men’s leather
accessories,” “Shinola audio,” and more
 The brand needs to facilitate more ads
throughout image-first social media
platforms, such as Facebook, to create
interest among its young target audience
 Shinola maintains a dynamic, product-
centered newsletter, but it should begin
providing updates about new stories from

8. INBOUND &
CONTENT
MARKETING
 In my opinion, the most exciting
aspect of Shinola’s digital
marketing strategy
 The Journal is presented as “An
Editorial Hub Dedicated to The
Spirit of Shinola”
 Features original blog stories
surrounding craftsmanship,
outstanding team members,
impactful social entrepreneurs, and
more
 Using journalistic-styled text and
professional video, it offers
consumers a unique reason to
spend time with the brand

9. METRICS
 For each online avenue, there are
key monthly metrics Shinola should
analyze to better understand the
effectiveness of its enhanced digital
marketing strategy
 Social Media: total follower
growth, post engagement on each
platform as it relates to content
type, and “Live” viewer count
Website + Mobile: total website
visitors, average length of each
visit, how visitors arrived at the
site, sales trends, etc.
 SEO: keywords that are garnering
the most interaction and most
entries, and how Shinola is being
discussed in the news
 Online Advertising: pay-per-click
ad engagement, social media ad
response, and newsletter
subscriber growth
 Inbound & Content: number of
readers and how they arrived, and
percentage of readers who further
explore the site, become leads, and
then customers

10. TIMELINE, GOALS, & BUDGET
 Implementation of this enhanced digital
strategy will take approximately two years
to complete
 Expected results include: 12% increase in
total social media following, 10% increase
in total site visitors, 5% increase in
average time spent on site, 7% increase in
pay-per-click ad engagement, and 9%
increase in overall sales
 Planning, execution, and analysis will
cost an estimated $1 million
Thank
You!