This document outlines a brand communication strategy for Romika and Josef Seibel shoes in Spain. It proposes creating websites for each brand to showcase their products while also integrating them. Social media like Facebook will be used to engage customers and build relationships. Press strategies include creating lookbooks, press releases and advertising to increase brand awareness. Measurement of results will track engagement metrics across platforms. The overall goal is to transform the brands' images and join their audiences in Spain through an integrated online and press strategy.

1. Brand Communication

2. Background
• Romika is conceived as a brand for a senior target. Like a confort
classic shoes.
• It’s necessary to open market share.
• These communications tools will be directed to a target between 30-
55 years.
• The needs of the public has been changed.
• Nowadays, people try to be young forever and also they live more
years. This is important to be considered.
• For these reasons, we will try to transform the image of the brand.

3. Background
• Josef Seibel is unknown in Spain.
• The main objective is communicate the image of the brand, also the
products and the philosophy.
• Through, advertise, web page, press release, social network etc.
• We are going to join forces with Romika to achieve the same public.
• Romika target is also suitable for Josef Seibel.

4. Actions
• Create two URL’s one for each brand.
• We have already these:
-Romikashoes.es
-Josefseibel.es
The main objective is create a showcase, not to mail order shopping,
only like a catalogue. Where people can get the information about
the products and to consult about prices and places to buy the
shoes.

5. • The structure of the Web page should be equal to the platform:
http://www.romikashop.de/
• But only the presentation of the products, as seen in the links:
http://www.romikashop.de/damenschuhe/
http://www.romikashop.de/herrenschuhe/
http://www.romikashop.de/kinderschuhe/
In case of don’t have some model, we can offer our payment platform:
www.espaciopiessanos.com
We can do delivery from our stock , if we don’t have a model, we will
ask to Germany to make the delivery to costumer. But this is only in
case of don’t have available some model.
These web page are to be considered as a local way.
http://www.romikashop.es / http://www.josefseibel.es

6. • Josef Seibel web should be integrated with Romika web, because in
Spain Romika is known. Even Josef Seibel has his own web page.
• That’s mean: two corporates pages for each brand, with their
catalogue but with same web structure.
• Costs of this platform would be around 2000€. Plus maintenance in
the server and the domains that can be around 100 € per month.

8. • Why Social Media:
• The most effective way of getting users attention OR To reach
online people.
• People tend to take part in online conversations and are happy to
communicate with brands.
• The information found on the Social Web can be genuinely
interesting and quite informative when applied to a business.

9. Facebook
• Why my company have to be in
facebook? Why is important?

10. • Audience: Facebook has about 400,000 Spanish users and 64
millions all over the world. But, this figure will be grow in a few years.
• Demography: It seems that social networks is only used for young
people, but nowadays there so many people between 25 and 34
years using Facebook, even above 34. This target has a medium-
high purchasing power. This is interesting for many products,
services and companies.

11. • Conversation. The brands and companies have to talk with their
customers, Facebook is used as a very useful instrument to create
strong relationships. These advertising methods are fresh and
honest. The traditional costumer has changed.
• Message and useful: Facebook provides the necessary tools for
companies to create a communication environment where
companies can interact with users and measuring their results.

12. • In conclusion, Facebook will be useful for companies that want to
be in contact with their costumers and try to maintain a more
personal relationship. The new audience is young, dinamic and
have a lot of information about our products, company etc. We have
to be in the same level with them.

13. 1. Start with the Goals:
• Increase brand awareness
• Build authority
• Learn more about your target audience
• Gain inbound links
• Educate and inform customers
• Improve customer service
• Monitor brand reputation
• Reach new channels of customers.
• Customers Testimonials
• Direct connection between customer & the company
• Generate leads & drive sales.

14. 2. Create a Strategy Based on Research:
• Determining if your target audience is online
• Examining the successes and failures of other social media
campaigns
• Creating realistic timelines
• How to measure the results

15. 3. Actual path:
• Building Relationships
• Creating a Schedule
• Staying the Course
• Measuring the Results
• Making the Right Tweaks

16. 4. Put into Practices: Mix of content you intend to create, and build work
flow around it.
Actions:
• Create a fanpage in Facebook
• Write/Read a blog
• Share a Photo, Video
• Bookmark a WebPage
• Post a Question OR Start a Poll
• Give replies to asked questions OR participate into other’s Poll
• Add a Comment
• Write a review
• Subscribe to a Website
• Being everyone, not only in your own domain
• Create a twitter account

17. 5. Measurement:
• Reader comments
• RSS Subscribers
• Twitter Followers
• Facebook Fans
• Click Throughs
• Diggs
• Stumbles
• Podcast Subscribers
• Search Results
• Links
• Impressions
• And last but not the least Analytics.

19. PRESSROOM

22. The importance of being in press
• People knows our brand.
• Can get a lot of information about us.
• Preescriptors.
• Create an image.
• Get our target.
• Get future sellers.

23. How?
Tools:
• Lookbook
• Pressrelease
• Press Database
• Send the information
• Participate in events
• Person of interest can wear our shoes
• Feedback

24. Actions
• Create a lookbook with all the pictures of collection.
• Write a press release talking about the main concepts of the
collections. This actions will be repeat in each collection. SP-SS-
AU-WW.
• Create a database of press and journalists.
• Send all this information to the journalist.
• Calling them and communicate them by mail for know the topics are
working in.
• Make some advertise in their magazines.
• Send some models to journalists and give a present to some
personal of interest. These persons will help us if they go with our
shoes to some event or party with journalist and newreaderTv.
• Send the informations to magazines with two or three months ago.

25. Actions
• Costs of the agency would be 500 € per month.
• Includes actions in press and social neetwork.

26. Magazines dates 2011
• AR LA REVISTA DE ANA ROSA copies 203.575 diffusion 114.889
• CLARA copies 241.880 diffusion 131.975
• CUORESTILO copies 191.636 diffusion 121.826
• DIEZ MINUTOS copies 476.386 diffusion 321.045
• ELLE copies 283.075 diffusion 176.455
• GLAMOUR copies 390.146 diffusion 238.399
• HARPER`S BAZAAR ESPAÑA copies 72.505 diffusion 42.324
• HOLA copies 609.144 diffusion 482.289
• IN STYLE copies 185.985 difussion 103.090

27. • IN TOUCH copies100.44 diffusion 153.148
• MARIE CLAIRE copies 150.159 diffusion 71.381
• VOGUE copies 199.997 diffusion 117.872
Life style:
• DT copies 85.517 diffusion 41.275
• ESQUIRE copies 54.450 diffusion 36.767
• FHM copies 112.67 difussion 352.889
• GENTLEMAN copies 37.395 diffusion 25.931
• GQ copies 76.093 diffusion 33.402
• MAN copies 55.919 difussion 33.516
• MEN`S HEALTH copies 84.209 difussion 44.005

28. Press Advertising
• 1 page: even 3000 euros
• ½ page even 2000 euros
• 1 page odd 2500 euros
• ½ page odd 1500 euros
• We advice make at least two advertisements per year. For make
certain the appearance in press.

29. Social networks forced to intervene
less and listen more.

30. Lidia Pelluch
Manager communication
Lidia.pelluch@hotmail.es