2. bUFFALO EXCHANGE
Buffalo Exchange is privately owned
thrift store that was originally found
on 1974 by Kerstin and Spencer
Block.
The name, Buffalo Exchange, was
rooted from one of the founder’s
perspective of the word ‘buffalo’ as
very American, while the word
‘exchange’ goes along with the store’s
selling system.
Buffalo Exchange exist to lead the
resale fashion industry, provide a
livelihood for its employees, a fair
return to its owners and achieve
sustainable profitability.
3. brand elements
Brand name: Buffalo Exchange
Logo element: the words ‘Buffalo Exchange: New & Recycled Fashion’
Slogan: Buy, Sell, Trade
PROS
Hidden gems
“Buy, Sell, Trade”
Vintage
Nostalgic
Eclectic
CONS
Damaged clothing
Cheap
Filthy
Old-style
Bargain fashion
Words, Phrases, and Copy Samples
Colors, Shapes, and Fonts
Warm palette Handwriting typeface Crafty
Scrapbook composition
4. BRAND ELEMENTS
Feelings and Values
Buffalo Exchange operates with a socially responsible
manner.
Buffalo Exchange tends to engage remarkable thrift-
shopping experience through their store environment
and friendly customer service.
Buffalo Exchange triggers a homey ambiance that’s
clearly projected by their merchandise assortments.
Buffalo Exchange is a destination for people who
seeks a “one-of-a-kind” style and the concept of unique
self-expression.
Buffalo Exchange celebrates the remembrance of
their merchandise’s memorable moments from
yesterday, last month, and even past decades.
5. Interactive Marketing channels
Brand Website
It highlights a crafty, warmth visual. It focuses on informative contents regarding the store’s being
such as merchandising trading instructions, upcoming events, and contact information.
Brand’s Blog
Here, Buffalo Exchange posted more personal contents such as style tips, profile feature, and sharing
unique vintage/retro discoveries.
6. Interactive Marketing channels
Facebook - it’s filled with the latest store highlights
that incorporates both words and images.
Twitter - like Facebook, it informs customers on
the store’s most updated events constantly.
Instagram - works in the same manner as Facebook and Twitter, only it highlights the use of
attractive images that can be seen as inspirational as well.
7. Interactive Marketing channels
YouTube Channel
Buffalo Exchange use it to promote the store vision through videos’ posting, making the contents
dynamic and entertaining.
Pinterest
Buffalo Exchange includes a variety of boards that work as inspirations.
8. the “be retro” campaign
Campaign Description
BE RETRO is an in-store fashion show competition
that puts retro styling as the main theme. To
determine its “Top 10” contestants, there will an
Instagram post contest, where a max. of 50
applicants will style their boots. The winner of BE
RETRO will be featured in the store campaign.
Campaign Objectives
There are two main objectives that the BE Retro
campaign tends to achieve, and they are as follow:
to engage store awareness and to build a strong
customer relationship.
9. “be retro” media mix
BE Retro microsite
SEM (Search Engine Marketing)
SEO (Search Engine Optimization)
Social Media (Facebook, Twitter, Instagram)
Display Ads
Viral Content
Email
10. media mix: “BE RETRO” MICROSITE
The purpose of this microsite is to
give the consumers detailed
information regarding the intended
event.
The microsite is constructed using
supporting aesthetic elements such
as fonts and backdrop visual that
caters the ambiance of both Buffalo
Exchange and the BE Retro event.
The microsite contains four pages:
Homepage
Event Mission
How to Enter
Explore.
Homepage
11. media mix: “BE RETRO” MICROSITE
Event Mission How to Enter
13. “be retro” media mix: seM
The purpose of using SEM(Search Engine Marketing) is to create maximum exposure to
the BE RETRO event by developing paid ads that will appear on Google or other search
engine browsers.
Google Keyword Planner
BE RETRO manages 20 phrases that will trigger customers’ awareness towards the
event.
These 20 keyword are distributed into 4 Ad Groups based on relevancy.
Each keywords are given an appropriate bidding number in order for BE RETRO to
maximize the usage of the keywords.
AdWords
BE RETRO uses repetition in order to keep a consistent rhythm, so that customers can
become more familiarized.
The ads that we’ve created on AdWords were constructed with informative contents
within the description.
14. “be retro” media mix: seM
Ad Group #1: BE Retro Fashion Show Competition
Keyword Appropriate Bids
Express yourself $3.50
Buffalo Exchange $6.00
Vintage glam $3.25
Fashion event $4.00
Fashion show competition $3.25
15. “be retro” media mix: seM
Ad Group #2: BE RETRO Style Your Boots
Keyword Appropriate Bids
Post it $3.25
Used clothing $4.50
Fashion boots $4.50
Fall boots $4.50
Hidden gems $4.50
16. “be retro” media mix: seM
Ad Group #3: Mens and Women Retro Fashion
Keyword Appropriate Bids
Mens retro clothing $4.75
Womens retro clothing $5.00
Retro fashion $3.75
Thrift fashion $3.75
Retro fashion show $4.75
17. “be retro” media mix: seM
Ad Group #4: Buffalo Exchange-San Francisco Retro Fashion Event
Keyword Appropriate Bids
San Francisco $5.00
Make it work $4.50
Sustainable fashion $5.00
Buy sell trade $4.00
Eclectic style $4.50
18. “be retro” media mix: seo
The purpose of using SEO (Search Engine Optimization) is to create maximum exposure to
the BE RETRO event in the organic search system.
Keyword Optimization
The chosen keywords are being distributed to each microsite that BE RETRO plans on
optimizing.
“Event Mission” page optimized keywords: express yourself, buy sell trade
“How to Enter” page optimized keywords: fall boots, retro fashion, fashion boots
Microsite Optimization
BE Retro tends to engage its exposure by optimizing the “Event Mission” and “How to
Enter” microsite pages.
Backlinks’ Strategies
BE RETRO plans on creating a 30-seconds commercial with entertainment input that
works as a trigger to attract customers’ awareness.
BE RETRO plans to create a mini sweepstake questionnaire for the 40 applicants who
didn’t make to the “Top 10.” The valuable/unexpected prize will engage these individuals
to continually keep in touch with the event
19. “be retro” media mix: seo
Optimized “Event Mission” page on Google SERP
20. “be retro” media mix: seo
Optimized “How to Enter” page on Google SERP
21. “be retro” media mix: Facebook
BE RETRO’s Facebook page is filled with a variety of posts that reflected the retro concept
of the event.
“Retro Lover” Featured Profile “Who Wore the … Better?” Voting Post
“Retro Style of the Day” “Can We Guess your Retro Muse” Questionnaire
BE RETRO Commercial
22. “be retro” media mix: Facebook
“Retro Lover” Featured Profile “Who Wore the … Better?” Voting Post
23. “be retro” media mix: Facebook
“Retro Style of the Day” “Can We Guess your Retro Muse” Questionnaire
25. “be retro” media mix: Facebook
BE RETRO Facebook Ad Campaign 1: BE RETRO Fashion Show
This specific campaign is created to engage awareness towards the BE Retro event.
Targeting in keywords such as retro style and vintage clothing, the campaign is geared
towards men and women between age 18 to 35 with San Francisco as a the geographic
location.
26. “be retro” media mix: Facebook
BE RETRO Facebook Ad Campaign 2: Style Your Boots
This specific campaign is created generate customers’ action to enter the BE RETRO event
through the “Style Your Boots” Instagram contest. Using the same target demographic, this
particular campaign is using keywords such as shoes and fashion accessories, and include a
“Sign Up” call-to-action button.
27. “be retro” media mix: display ads
The display ads that BE RETRO create are used to increase awareness and generate action.
Focusing its targeting in San Francisco, these ads also input “vintage clothing” as a chosen
keyword that will lead and trigger customers to visit the event’s website.
28. “be retro” media mix: VIRAL CONTENT
BE RETRO plans to incorporate a
“tweet” (Twitter post) from an
influential third-party, which is
San Francisco-based vintage
fashion blogger name Erin Perez
Hagstrom. Through her account,
@calivintage, Hagstrom will
mentioned the BE RETRO event.
Hagstrom.
“BE Retro with @calivintage” Twitter Post
29. “be retro” media mix: VIRAL CONTENT
“Time-After-Time” BE RETRO Commercial
BE RETRO plans to create a 30-
seconds commercial to promote
what the event is about. The
commercial will input an
entertaining hook, combining
original vintage with its modern
interpretation version.
This type of viral content will
appear on:
Buffalo Exchange’s Youtube channel
BE RETRO and Buffalo Exchange
Facebook page
Pre-roll for decade-inspired TV series
Other fashion Youtube channels
30. “be retro” media mix: Mail
The email blast that BE RETRO tends to send out is
specifically targeted to the chosen 10 contestants
that were filtered from the first 50 applicants.
The email expresses acknowledgement to the
contestant’s accomplishment and to give them
further information regarding the fashion show
event,
33. “be retro” optimization strategy
Google Analytics Overview
Audience
Acquisition
Behavior
BE RETRO uses Google Analytics to measure
each Key Performance Indicator. Based on
these existing data, BE RETRO tends to boost
each KPI through increasing marketing
efforts.
34. “be retro” optimization strategy
KPI (Key Performance Indicator)Efforts
Visitors - It’s important to see how many traffic is the BE RETRO
event getting.
- BE RETRO plans to maximize its microsite exposure by keeping it
constantly updated for the visitor (every once a week.)
- Make the campaign more accessible to the targeted audience by
adding more entertaining interactive media channels (Snapchat,
Vine, etc.)
35. “be retro” optimization strategy
KPI (Key Performance Indicator)Efforts
Channels -It’s important to keep track each interactive
channel’s effectiveness.
- Adding more appropriate and inviting keywords for
both paid and organic search.
- Generating a “Live Chat” on BE RETRO’s Facebook
page in a daily basis.
36. KPI (Key Performance Indicator)Efforts
Contents - It’s important to monitor the relevancy and cohesiveness on each microsite
page.
- Adding another page in the BE RETRO microsite that solely dedicated to inviting
gimmicks (coupons, rewards programs, featuring interesting articles.)
- Create a community page, where people can share their retro inspirations and
recommendations to each other (posting pictures, writing opinions & testimonies on
vintage/retro things.)
“be retro” optimization strategy
