carrigan mccatty dsw digital strategy preparation
TRANSCRIPT
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The Big Idea The most profitable customer is
the life long customer. DSW is a discount driven
retailer. Who loves discounts? College
students The collegiate crowd will be
pursued.
+Who is she?
Average female college student, 18-22 years old.
She is sophisticated digitally, from Tumblr to Twitter.
Her wardrobe is just as varied as her interests, and she requires multiple pairs of shoes.
She has disposable income, if not a lot of it.
She is you, and she is me. She is half this room.
+Key Performance indicators
Instagram Shares/ Likes
Number of new members with .edu emails
Profit increase in stores within five miles of a college campus
Participation in social media contests
+Tools of The Trade
Facebook: Community, images, and interaction
Twitter: Notoriety and personal interaction
Pinterest: curator of contents and images
Instagram: a source to display collegiate pride and fabulous shoes
+
Budget• $250 an hour• Ten hours a week for six months• $60,000• $5,000 given away a month in prizes• Total: $90,000
+Results?
Lifelong customers
An educated, soon to be well off group of customers
Relatively cheap ad campaign
Easy upkeep and maintenance
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Summary• Easy to implement plan• Utilizes social media and
digital strategy• Economically feasible• Large, easy to reach target
audience• Easily quantifiable results