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Day2Night Social Media Marketing StrategySummer 2014

+Our Target Audience

“The Day2Night woman is 20-30 years old; is an urban dweller (in cities such as London, New York, San

Francisco, etc.); takes the train, subway, bus or her car or walks or bikes to work; often goes from the office to

nighttime events; typically single, but not necessarily; and is an avid traveler.” -- taken from the Marketing and

Social Media Specialist Intern Task

As this is our target audience, we must begin to analyze which companies have similar target audiences, not simply similar size.

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Fashion Companies with Similar Target Audiences

+New York and Company

“New York & Company, Inc., incorporated on November 8, 2002, is a specialty retailer of women's fashion apparel and accessories… The target customers for the Company's merchandise are fashion-conscious, value-sensitive women between the ages of 25 and 45. As of February 2, 2013, the Company operated 519 stores with 2.7 million selling square feet in 43 states. The Company offers a merchandise assortment consisting of wear-to-work, casual apparel and accessories, including pants, dresses, jackets, knit tops, blouses, sweaters, denim, t-shirts, activewear, handbags and jewelry...”—taken from reuters.com

+NY&CO’s financials

Year ending Jan-15, the company’s mean sales were 945.16 million, with the high projection being 957.40 million, and the low being 937.10 million.

Gross Profit margin for the company 27.94, with the industry average being 48.49

+Express Inc.

“Express, Inc. ( Express) is a specialty apparel and accessory retailer offering both women's and men's merchandise. The Company operates in brick and mortar retail stores and the express.com e-commerce Website. The Company offers its customers an assortment of fashionable apparel and accessories to address fashion needs across multiple aspects of their lifestyles, including work, casual, jeanswear, and going-out occasions… During fiscal 2011, it piloted a tender agnostic loyalty program, Express NEXT, in approximately 90 stores across the United States. The Company develops four seasonal collections per year and then subdivide them so that it has monthly product introductions in its stores.” – reuters.com

+Express Inc.’s Financials

With year end as Jan-15, the company had a mean of 2,139.09 million in sales, with the high being 2,223.09 million, and a low of 2,075.79 million.

The company’s Gross Profit Margin is 32.34, with the industry having 48.49

What reasons are there for NY&CO having a lower mean sales, and a lower gross profit margin in comparison to Express Inc.

+Express Inc.’s E-mail marketing strategy

+NY&Co’s E-mail marketing strategy

Create a website that is computer, and mobile friendly.

They also release text updates of new sales going on (text SHOP to 697895)

If a customer signs up for e-mails, they receive a $25 off coupon

The website also uses the phone’s internal GPS to locate stores nearest to the consumer

+NY&Co’s Facebook Strategy

Post generally 2-3 times a day, unless they have technical issues, then they post more.

Examples of Posts:

+Express Inc.’s Facebook Strategy

Post 3-5 times a day, generally with a photo, and some sort of caption.

Additionally, they don’t just post for promotions, one post talks about someone’s birthday.

Examples:

+NY&Co’s Twitter Strategy

Posts the exact same messages, with the exact same wording as they did on facebook.

Images, yet again are the key.

They also have a few videos with their celebrity endorsement, Eva Mendes (her collection is actually really nice this season)

Examples:

+Express Inc.’s Twitter Strategy

Carries the exact same messages as their facebook posts, with the exact same wording.

They follow whatever things are trending around that time, whether it is TV Shows, specific bands, etc.

They create weekend posts just about how pumped they are for the weekend.

Examples:

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Our Possible Strategy Options

+Facebook:

Post at maximum five times a day. (One in the morning, One mid day, and one in the evening, generally people go on Facebook around these times)

Makes sure each post includes some sort of media picture

See about getting customers to post photos of them wearing the products on our website

Create enticing visuals, hi-res photographs seem to be extremely popular. The picture is more important that what you put on it, because that is what catches people’s attention

Work on incorporating our products into daily posts.

Create a comment contest. Post a photo, and whoever posts the best caption for it gets a gift certificate

Keep your message short, sweet and to the point

+Twitter:

Carry all of the same messages as our Facebook posts, same wording and everything, so we format our posts for twitter.

Use graphics to catch our audience’s attention.

Posts at least once a day, and they generally post 3 times a day.

Start following things that are trending, like if a TV show is going to start a new season, such as Orange is the New Black, follow them on twitter.

Try to use trending hash tags (if it’s possible, sometimes they are dumb)

Create #TBT Find baby photos of celebrities, and make people guess who they are. One randomly chosen person correct guesser gets a gift certificate.