Dressmeup

ADM SPRING 2013

ADVANCED DIGITAL MARKETING SHORT COURSE

Eleni, Maria, Maria, Roberta

ADM SPRING 2013

ABOUT US

ADM SPRING 2013

ABOUT US

• Brand Name: ‘Dress Me Up’

• Targeted Audience: female

• Targeted Country: UK• Vision: help you to look at

your best whenever you need it

• Mission: ‘Dress Me Up’ wants to be your personal stylist providing customized advice by using your wardrobe.

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REASON WHY

• Full wardrobe but still nothing to wear?

Female need a piece of advice of how to wear and combine their already clothes instead of buying new pieces.

• Enhance your wardrobe within your budget

Follow the new fashion trends without spending a fortune. Mix match your own clothes with smart purchases.

• Adapt yourself to the new trends.

Everybody wants to look good. However, not all the new looks fit to everybodyunless you know how to adopt them according to your body features.

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SERVICES

• Personal outfit advice by fashion stylists based on customer’s wardrobe

The client uploads pictures of her clothes and selects her desired outfit she is seeking to look like. This is a paid service.

• Complete Makeover

Client requires to change her overall styling by providing details from what she has already in her wardrobe. This is a paid service.

• Advice and tips

Overall, the clients can find FOR FREE tips about fashion, make up and makeover solution in our blog and newsletters.

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SITUATION ANALYSIS

• Our Customers: focus on female gender with 4 different targeted marketing groups depending on the age. Therefore we created 4 Personas to cover theoretically the majority of female customers.

• Our Market: online service. The purchasing habits has changed from retail shopping to online shopping. Our online services for personalized online purchases cover the customers’ need.

• Our Competition: in the U.K. there is no other company that offers the same online services. Our competitors are retail shops that offer the similar services inside their store. Also, the online clothing stores by the use of photo galleries and online shopping.

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TARGET

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• I love children. Children are the

best part in my life. However, I

like to take care of myself.

• Every day I need to be at

hospital for my patients, but also

I need to look great for myself.

• Technology helps me to keep

updated. Usually use smart

phone and i-pad. I findthem

convenient, easy to use and I

search everything at any time.

• Yoga gives me vital energy to

seize every day. Four times

weekly are enough to keep my

body healthy.

Targeted Group: Pregnant WomanPersona:Kathie Johns, 34Location:Exeter, U.K.Occupation:Doctor in Private Clinic

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Persona: LauraLocation:Shoreditch(London)Occupation: student who loves travelling

Targeted Group: Teenager

• I am a 20 year old girl who

studies abroad and loves

music watching old movies,

loves going to music festivals

and spends her money in

travelling all over the world.

• I love fashion and I consider

myself a Fashion Victim I love

to follow blogs, always read

Vogue and fashion magazines

but have no budget for buying

clothes cause I prefer to

spend my money travelling.

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• My ambitious to achieve high professional standards does not mean that I do not want to create a family.

• Having the right balance between family and work is my goal without neglecting myself.

• After the birth of my daughter I reviewed my fashion shopping list and I decided to re-use clothes that I have in my wardrobe but I do not know how.

• Being mother and wife does not mean that you have to stop being an IT girl.

Targeted Group: Working MotherPersona: Andy HanawayLocation: Cambridge UKOccupation: Manager in a Barclays’ branch

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• My daily routine includes all kinds of workout such as running, gym, surfing and yoga.

• I always wear long sports clothes. I want to look fancy when I go out but I don’t know how to combine clothes or what style fits me.

Persona: Eleni AinurLocation: LondonOccupation:marathon athlete

Targeted Group: Sporty girl

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WEBSITE

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WWW.DRESSMEUP.UK.COM

• Availability: at £ 16,98 for 2 years

• Keyword in brand and in the website

name.

• Clear identification with the

company.

• Heart of the Business: all the traffic

should be directed there.

• Call to Action: 5 CTA are clearly

identified.

• Value Online Proposition: in the

homepage.

• Feedback link: in the homepage.

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CHOOSING THE TITLE AND THE BRAND NAME

We used Google Keywords to evaluate different options for the brand name.

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BUILDING TRAFFIC

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KEYWORD

• Use of Google Ad Words keyword tool to find the right Keywords for our online marketing strategy.

• Keyword chosen: Personal Outfit, Personal outfit advice, Personal stylist, Personal stylist consulting, Wardrobe, Your personal outfit given by an expert stylist, show your wardrobe.

• Density : careful to the density of those words in the pages.

• Copywriting: write qualitative texts to be recognized by Google.

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SEO

•External links : hyperlinks that when are selected direct the user to a new website.

•Hyperlinks to: blogs, social media, fashion stores, make-up brands, online magazines, newsletters, etc.

•Internal Links: hyperlinks that when selected directs the user to a new page of the same website.

•Social Media Dress me Up: generate regular useful and shareable content with always the link to www.dressmeup.uk.com

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METATAGS FOR THE HOMEPAGE

• Title: <title>Hire your personal stylist online<title>

• Description: <META name = "description" content=Your personal stylist that provides customized advice by using your wardrobe”>

• Keywords: <META name="keywords" content="outfit, personal outfit advice, personal stylist consulting”>

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ADWORDS CAMPAIGNS

• Campaign: 4 different campaigns for each persona.

• Keywords: at least 50 keywords that can be also a group of words or misspelt words.

• Google Analytics: evaluate the performance of each advert.

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PREGNANT WOMAN

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WORKING MOTHER

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TEENAGER

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SPORTY GIRL

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DIGITAL MARKETING CHANNELS

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BLOG1 post per week written by 4 different authors.

Post about trends, fashion, other people outfits, commercial partnerships

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EMAIL MARKETINGSeasonal discount (wedding season, Christmas, Easter, Valentine

day)

dress me up <[email protected]>

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EMAIL MARKETINGSpecial promotions with discount (birthday)


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EMAIL MARKETINGFashion tips


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NEWSLETTERS

Our customers will be informed twice a month with the Dress Me Up Newsletter, which will include:

1. All the weekly posts from our blog.

2. The tips of the week.

3. Our YouTube videos.

4. The best pictures from our social media (Pinterest and Instagram).

5. The style of the week voted from our social media fans.

6. Our promotions.

7. Our partnerships

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SOCIAL MEDIA

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FACEBOOK2 posts per day ( blog , tips, tutorials, offers, suggested style of the week)

Interaction with followers, vote via Instagram and Pinterest the best dressed fan and offer them a free consultation.

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TWITTER5-6 (re) tweets per day, (follow and interact with fashion bloggers or magazines and sites/create conversation, promote blog posts, videos, tips/ drive traffic to

the Facebook page for more visual content)

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PINTERESTPress Release (every link that speaks about us), outfit we like,

trends.

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INSTANGRAMImproved visibility and reputation with satisfied customers that can post pictures of outfit

created by Dress Me Up. Creation of the contest the best dressed of the week.

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Google +Useful for the SEO. It will be more powerful in the future because

of the possibility of Clouding that Facebook does not have.

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YOUTUBETutorials “How to make up”

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ONLINE MEDIA & PR

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STRATEGY

• Mention our brand on other sites and networks to create traffic returns on our official sites.

• Control the negative comments and enhance the visibility but also our SEO.

• Establish expertise and demonstrate commitment to our field.

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PARTNERSHIPSBloggers, fashion online and offline magazines, E-commerce

shops, Fashion clothes shops

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CO-BRANDED EMAILOffers: Special outfit discounts of they buy from those brands/Promotions

of the brands with discount vouchers from our newsletters

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THIRD PART NEWSLETTERSMake other people speak about us


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AFFILIATION WITH INFLUENT BLOGGERSMaking collaboration when the outfit consulting is given by influent

bloggers

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PRESS RELEASE WITH NEWSFEEDSLaunchPresentation

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eCRM

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AFTER SALES EMAIL

Email address:

[email protected]

Email sent:

• After every purchase as a confirmation

email.

• After 2 days to rate the level of

customer’s satisfaction and fill a

feedback form for our services for further

improvements.

mailto:[email protected]

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TWITTER ACCOUNT FOR CUSTOMERS

Join to us to twitter:

@Csdressmeup

Tweets can be used by customers in order to receive a quick response, answered immediately by the staff.• General or particular fashion

inquiries. • Solving last minute questions.• Text us even when you are

shopping.

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FEEDBACK AND SURVEYS

• It is crucial for us to receive feedback of our customers. It helps us to understand our lacks and mistakes in order to improve them in the future.

• A feedback button is added on the homepage. For those who are not interested. They might be motivated to fill the feedback form via an email after using our services.

• A survey email is sent to customers after 2 week to rate our services and styling consultations.

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MOBILE MARKETING

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THANK YOU!!!

Dressmeup

Marketing

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