1. TIMELESS BRAND GOES DIGITAL

2. Betsey Johnson: a luxurious clothing brand knownfor feminine, frilly and eccentric clothing. Target audience: Women ages 16-30 interested inthe chic, cool, glamorous Uptown Precious Princessstyles Betsey Johnson is known for. Goals: 1. To increase online sales. 2. Increase page views of BetseyJohnson.com Digital strategy theme: Use digital means toincrease online sales and page views by connectingpersonally to the audience. By creating conversationand relationships that are more than consumer-consumer and consumer-seller, we can increase loyaltyand create life-long customers. 3. SOCIAL MEDIA: LIKE BETSEY ON FACEBOOK. Daily: Post questions and conversation-invoking content. Betsey can share a fun Instagram picture. Weekly: Fan stories/testimonials that include pictures and apositive, promotional message. YouTube video from Betsey As able: Share new products and sale information Share positive media coverage and pictures of celebrities in Betsey clothing and accessories. Profile picture: Keep consistent with logo but alternating thecoloring/print corresponding to current line. Cover photo: Update seasonally with shot of grand finale at latestfashion show. 4. SOCIAL MEDIA: FOLLOW BETSEY ON TWITTER. Tweet with an interpersonal feeling. Respond to mentions, reply to customers photos Ask questions multiple times a day Incorporate trending topics and use them promotionally. For example: #FindSomeoneWho loves you for you, or for your Betsey tutus Tweet about timely topics without being too promotional or blatant. For example: What are you wearing to (New Years Eve, summerbarbeque, etc.)? with a photo of a new dress and a link to thewebsite to purchase it. Tweet during red carpet of award shows, etc. Background is consistent with Betsey Johnson designs. Have same Twitpic as Facebook profile picture. 5. SOCIAL MEDIA: WATCH BETSEY ON YOUTUBE. Weekly: Upload a quick hello from Betseys office, update on anupcoming line, about a current event, or just a quick hi. Invite viewers to reply in comments section or in own videos, thereplies will be shared later. Seasonally: Include footage from fashion shows. Give hints to upcoming products. 6. SOCIAL MEDIA: PIN WITH BETSEY ON PINTEREST. Boards: Create boards for dresses, shoes, accessories, the BetseyJohnson Collection line, and inspiration Pins: Pins for products should include links and prices. 7. SEO AND GOOGLE ADWORDSSEO: For the designated goals, we will assign various key words to incorporate in contentthat are consistent with the Betsey brand.Increase sales: Betsey Johnson, Betsey Johnson collection, Free shipping, new arrivals, must-haves, timeless, party dresses, jewelry, accessories, clearance, Betsy Johnson (misspelled)Increase page views: Timeless treasures, New, Betsey Collection, Uptown PreciousPrincess, party dresses, saleGOOGLE ADWORDS/PPC: Not only can we tailor to their interests, but we pay for onlyads that actually work. Ads can alert customers about sales, new products and be consistentwith our brand.Sample ad copies:Betsey Johnson DressesTimeless treasures for an uptown girlFree shipping for orders over $200Betseyjohnson.com/dressesBetsey Johnson JewelryRock n Roll twist to the classic BetseyNew arrivals online nowBetseyjohnson.com/jewelry 8. MOBILE Mobile-friendly website Betsey Johnson app for Apple andAndroid The app would have a shopping section, a news section and a communication section. There will be push alerts for sales both online and nearby stores. Foursquare Create a brand page that can be followed. Work directly with managers of the retail locations across the country and create specials that are provided to those who check-in while at a store. 9. MONITORING Google Analytics: Use the formula to track how peoplefound the Betsey Johnson website and what aspects theylooked at, therefore being able to keep or change things thatthe target audience like increasing sales. Social Media: Make use of Facebook adminstrator page; trackfollowers and interactions. Pay per Click: Track success of PPC ads and measurestatistics. 10. DIGITAL MARKETING STRATEGY BUDGET:Social Media $7,500Mobile spending $3,000SEO $6,000Google Adwords $12,000Monitoring $12,000TOTAL: $40,500 per month= $486,000 per year