adv 420 final presentation
TRANSCRIPT
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Digital Media PresentationBy: Rachel Countegan
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Background- J.Crew was established in 1983- J.Crew Factory in 1988- Madewell was introduced in 2006
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Mission Statement
J. Crew® is a nationally recognized apparel and accessories retailer that we believe embraces a high standard of style, craftsmanship, quality and customer service. We are a fully integrated multi-channel, multi-brand, specialty retailer. We seek to consistently communicate our vision of J. Crew through every aspect of our business, including through the imagery in our catalogs and on our Internet website and the inviting atmosphere of our stores.
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Target Audience• Professional, young
adults• Ages: 20-30
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Marketing Strategy• Separate J.Crew from its competitors• Banana Republic• Gap
• Increase social media buzz amongst its target audience• Promotion of brand through a competition among college
campuses
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Creating a Face for the CampaignGossip Girl Stars:
Leighton Meester and Ed Westwick
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Reach Target Audience• SEO• Social Media• Facebook• Instagram• Pinterest• Twitter
• Blogging
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Measure Success• Google Analytics
• Sales of J.Crew over the period of the campaign
• Response videos to the competition
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Marketing Budget
$50 Million
Google Adwords Promotional
Campaign Face
Social Media
PPC
Contest
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Summary
• Make J.Crew the most influential clothing store on social media
• Increase sales
• Increase social media buzz among young adults