Nmdl final project express-kate schild
- 1. Express NMDL Final Presentation: Kate Schild
- 2. Express Brand Background • Headquartered in Columbus, OH and NYC • Owned by the Limited Brands • First store opened in 1980 • Operates about 600 stores in the United States
- 3. Current Challenges & Opportunities Threats: • Many similar competing stores with cheaper prices, ex. H&M • Only caters to adult market Opportunities • Use of social and digital media marketing • Expand to international markets • Create brand loyalty by offering excellent promotions and customer service via the web
- 4. Digital Media Strategy Goals and Objectives: • Increase profits for Express by 3% in one year • Develop digital media strategy to cater to target market of professional young men and women between the ages of 20 and 30. Express’ Mission Statement • "Limited Express and brands are committed to building a family of the world's best fashion brands offering captivating customer experiences that drive long term loyalty and deliver sustainable growth for our shareholders."
- 5. Social Media: Blogging • Content and responses written by Communication (PR, Advertising, Marketing) department at Express • Objective is to respond to client concerns and questions • Avenue for ideas • Create content (Ex. Style book from celebrity company representative like Kate Upton)
- 6. Twitter, Facebook, Instagram, Pinterest Twitter: • Tweet coupon codes • Promote using hashtags (#ExpressJeans) • Interact with followers Facebook: • Links to new blog posts • Contests via share feature • Utilize the page of celebrity model Kate Upton Instagram: • Photos of promotions & new clothing • Hashtag feature • Stay in touch with customers by liking photos in Express clothing Pinterest: • Pin photos of outfits put together by Express stylists
- 7. Google AdWords • Increase Pay-Per-Click and Click-Through-Rate • Search engine optimization: go beyond obvious keywords (ex. Coupon men's fashion) • Advertisement Example: Headline: Denim My World Affordably Ad Text: Men and Women’s Jeans Discount: Buy One Get one $29.90! URL: http://www.express.com
- 8. Mobile Marketing • Mobile phone mail list that sends texts for promotions. Enter phone number each time a purchase is made in store and online, better coupons each time number entered. • App that saves credit card number for easy check-out • Keep free shipping over $50 for mobile app
- 9. How To Track Success • Utilize Google Analytics to determine number of blog hits • Track company sales after active social media presence • Add surveys to receipts to ask what customers think of Express’ online presence
- 10. Budget and Big Idea Big Idea: Increase traffic into the store and online by encouraging non-brand loyal shoppers. Budget: Total = $50,000 Google AdWords: $5,000 Mobile App: $15,000 Coupons: $5,000 Blog & Labor: $20,000 Promotions Via Social Media: $5,000