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Urban zach darmon
- 1. ADV 420 Finalpresentation Urban Outfitters Digital Strategy Urban Outfitters Digital Strategy Zach Darmon
- 2. Target Audience •Young adultsstarting at 17 all the way to people in their early 30’s. This is the age who not only still try’s to look fashionable, but it’s the age that’s still fashion forward. •Higher percentage women, but still aimed towards men.
- 3. Campaign reasoning and goals andgoals •Intense competition from H&M and Express Men •Getting followers more involved via Twitter and Facebook •Retaining first time customers and making them loyal
- 4. New Management •Long-term CEOGlen Senk retired in 2012 giving long-term president Richard Hayne the chance to takeover the role. •The new change leaves room for improvement in social and digital campaigns
- 5. Big Idea •Our bigidea is to be a sponsor for 3 different music festivals; Lollapalooza, Bonnaroo, and Coachella . All three are the most popular music festivals in America and thus should be sponsored by the hippest and trendiest brand. •Concert goers all like to show off their newest and hippest outfits and like to tweet and Instagram about them. Our goal will be for them to use our hashtag #HipNTrendy with pictures of them wearing our clothing. •Besides sponsoring these festivals, we want to also have pop-up shops at the festivals where we can sell clothing that is specifically popular for festivals.
- 6. #HipNTrendy •The Hashtag that'sgoing to be in the cornerstone of our campaign is #HipNTrendy. •Urban Outfitters is an extremely hip brand for the new age hipster or fashionista and our goal is to attract people in our target audience who are hip or want to be hip. •Wether it be the newest song playing throughout the store or the unique way they write your name on the dressing room Urban Outfitters is #HipNTrendy
- 7. Social Media Presence •Besidesbeing extremely active on both Facebook and Twitter we want to do a better job of getting our followers to be active. Our followers can tweet a picture of themselves or a cool thing they see in the city and if they post the picture with the hashtag #HipNTrendy they have a chance of being reposted on either Facebook or Twitter page. •Also we plan on being very active with our Pintrest page so that our female audience can post picture of what they’re wearing to inspire others to look like them and buy from us.
- 8. Google Adwords •Besides ourfestival campaign and our Social Media strategy, the rest of our budget is going to go towards Google Adwords to help with SEO. •2 phrases we’re going to pay for are 1.Hip Style 2. Young and Free •Both of these not only go with our hashtag, but they also go along with the essence of Urban outfitters and it’s our competitive edge against our competition.
- 9. Budget •I can safelysay with all things considered that $350,000 should be enough for me to run an effective digital marketing campaign. •The Price of the Festival pop-up stores are a little difficult to predict, but 350,000 should be enough
- 10. Summary •I plan onusing Facebook and Instagram to connect with the target audience that are our fans. Mixed with our Google Adwords campaign and the lack of a blog I know we can budget this out so that the campaign will be effective. Besides that, the big idea of sponsoring music festivals and having pop-up stores there is a great way for us to get ahead of H&M and Express men which are our main competitors. I’m very confident this campaign is going to work an that we’re going to not only increase our fan base, but also our revenue.