Jcrew digital strateg_nmdl
- 1. J. C DIGITAL CONTENT STRATEGY By Andrea Reynolds
- 2. COMPANY OVERVIEW • First clothing catalog 1983 • Retail and outlet stores in US, Canada, and London • Over 100 global e-‐ commerce sites • Known for “preppy American sportswear with eclecHc details”
- 3. TARGET AUDIENCE • Young professionals • 25-35 YOA • Enjoy quality, classic fashion • Social media users • Smartphone owners
- 4. STRATEGY: ENGAGE & BUILD Our strategy is to utilize our target audience’s advanced and prominent usage of mobile devices and social media by incorporating more image- rich content from J.Crew and consumers in an effort to engage and build the J. Crew brand community.
- 6. TRANSFORMED SOCIAL STATE ENGAGE & BUILD #JCrew “Show us your favorite striped shirt outfit.” #JCrewcontest “What do you think of fall’s blue and gray trend?” “33 Reasons why metallic oxfords rock.”
- 7. TOOLS & TACTICS • Create Conversational Content – Relevant, interactive, sharable – Mention people, businesses tagged – Questions, thoughts, comments • Promote Involvement – Contests/Sweepstakes – Hashtags • Define and Curate Brand Identity – Consistent hashtags #jcrew – Curate company and audience photos & tweets to build community
- 8. KEY PERFORMANCE INDICATORS • Increase in followers • Increase in likes, comments, tweets, retweets, mentions, shares • …and more J. Crew selfies
- 9. BUDGET • According to an NY Times article, J.Crew’s advertising budget) in 2011 was $6.7 million dollars • $6.7 million dollars