Vera Bradley Digital Marketing Campaign

By: Valerie Marchand

Company Background

Big Idea

Goals of Campaign

•Raise followers on all social media sites, but specifically on Instagram•Create a mobile presence for Vera Bradley by creating a smart phone app•Raise internet awareness through SEM•Raise clicks on site per day through SEM

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Target Audience

•Busy women who are on the go•Ranging in age from about 20-50•College students, young professionals and mothers

Tools and TacticsSocial Media

•Currently using Facebook, Twitter, Instagram and Pinterest•Need to gain followers – especially on Instagram •Hold social media related contests, once every other month •$1,000 budget per contest

Tools and TacticsMobile App

•Biggest gap in current digital marketing strategy – There is no smart phone app•An app would allow users to:

• A feed of all social media updates• Special promotions• Making easy and quick purchases• Advertise new products• Finding nearest Vera Bradley locations

Tools and TacticsSearch Engine Marketing

•Keywords: Colorful purses, brand name purses, Vera Bradley purses, Vera Bradley bags•Daily Estimates for keywords:

• 0-105 clicks• 111-3.61K impressions• 1.11-2.84 average position at a cost

of 0-$294 per day

Budget1 year of SEM = $109,500

1 year of social media contests= $6,000

Mobile App = $30,000______________________

Total = $145,500 Mobile App

SEM$300 per day$300 x 365 = $109,500

Social Media Contests$1,000 per contest, every other month6 x $1,000 = $6,000

Key Performance IndicatorsIndicators of Successful Campaign

•Number of followers raised on all social media sites over the course of 1 year, specifically Instagram•How many downloads of the mobile app there are•How many more clicks per day being received to the Vera Bradley website

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