Willa Boutique

Katie McBroom Chelsey Bobalek Yvette Ibrarra Linda Pedraza Yao Lu

Company Background

• Extensions of Em&Lee

• First store in College Station, TX

• Specialty Boutique

• Offering contemporary apparel at an affordable price

Willa Boutique

Current Marketing Strategy

The Willa Marketing strategy is novice; virtually nonexistent and relies on the marketing success of mother store, Em & Lee for consumer awareness of the Willa Brand.

Locations• Plano, Montgomery, Houston, College Station

Website• Reliant on getting notice via the Em & Lee

website – the Em & Lee website is lacking in many digital marketing aspects

Social Networking• Em & Lee Facebook - Facebook is readily

updated every other day if not dailyWilla Boutique

SWOT Analysis

Strengths• Specialty selection

• Price points• Location

Weaknesses• E-commerce

-website -online store

-social networks -mother retailer: E-

commerce• Location

Opportunities• Technology development• Product development

• Partnership

Threats• Power house retail companies• Neighboring boutiques• Reliance on E-commerce

Willa Boutique

Traditional Marketing Strategies

• Email Blasts (once or bi-weekly)

• Advertising in Local Houston & Dallas Periodicals

• Philanthropy Involvement: fashion shows & community Events

• Press Releases

Willa Boutique

• Willa Boutique is a retailer that has multiple deficiencies in their current marketing strategy

• Not using tradigital marketing to its full potential

• No traditional marketing presence – No local advertising (magazines, radio, TV

ads)

• Website doesn’t appear to be an e-commerce website where consumers can shop or order online

• Separate Willa Boutique and Em & Lee – Willa website, Twitter, & Facebook

Deficiencies in the Current Marketing Strategy

Willa Boutique

Current Website

Deficiencies in the Current Social Media Marketing Strategy

• Not using social media tools to full potential

• Only tweeted once since August 5, 2011

• Vimeo link takes visitors to the Vimeo homepage

• Website has dead links which take visitors to pages with no content

• Definitely increase bounce rates

• YouTube link takes visitors to a video that is promoting an event at Willa but the YouTube channel & other videos on the channel are unrelated to the Willa brand.

• Not using these social media outlets to their full potential could possibly be hurting their online traffic and traffic into brick & mortar locations.

Willa Boutique

Store Locator Gift Cards Jobs Privacy Policy

Willa Boutique

New Summer Arrivals Are Here!

Keyword or item # GO

Color Me Denim!Shop Our New Arrivals

Its All About The Shoe: Shop Our Wedges

Bold & Beautiful: Shop Our Handbags

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Email Address

Digital Marketing Strategies

• Organic & Paid Search: Google Adwords

• Social Media: Facebook, Twitter, Tumblr, Pinterest, Vimeo, YouTube

• Website Improvements: Navigation, Color Scheme, Dead Links, etc.

Willa Boutique

Digital Marketing Strategy

• Willa Boutique has not developed well, we suggest using Google and Twitter as our tools for their advancement.

• In order to grow, Willa Boutique must have excellent social media metrics: Digital communications , collect demographic database to analyze our consumers.

Willa Boutique

ReferencesDonston, M. D. (2012). 5 Social media metrics that matter now. Information Week. Retrieved form

http://www.informationweek.com/thebrainyard/news/social_crm/232800254.

Kevin, M. (2011). Google tools: informing your digital strategy. New Media Drivers License. Retrieved from http://newmediadl.cas.msu.edu/homework/283/68735

Maguire, J. (2006, January 30). E-commerce site design: Category pages. Retrieved from http://www.ecommerceguide.com/solutions/building/article.ph_/E-Commerce-Site-Design-Category-Pages.htm

Roberts, J. (2012, March 28). Marketing terms that will reach the boardroom in 2012. Retrieved from http://www.marketingweek.co.uk/strategies-and-tactics/cmo-strategy/marketing-terms-that-will-reach-the-boardroom-in-2012/4000930.article

Wilcox, D. (Designer). (2010). Social media direct marketing brand marketing . [Web Graphic]. Retrieved from

http://www.maxwave.com.my/pull-marketing-why-small-businesses-do-it-better/