Allison Gauger

ANTHROPOLOGIE: DIGITAL STRATEGY

• known women's retail store that offers clothing, acceresories, gifts and different home décor

• highly respected and known boutique that is known internationally. There are many stores throughout the

nation that have found much success in what they do and have  made a great name for themselves

HISTORY

• The target market of Anthrolpolgie is woman from ages

17-50 and dress in high end fashion and follow today's trends.

• This range satisfies Anthopologie’s clients because it gives room for new designers and broadens the use of

social media while designers target a younger and more trendy audience

TARGET MARKET

• Campaign Name: “A Step Into Style”• Campaign will be Promo. Code based

• promo code will be for 50% off for all customers who sign up through Facebook

• Facebook ads that read on the side bar, "A Step into Style”

• bumper stickers sent to each of thr customers who signed up and recieved a promo code

“A STEP INTO STYLE”

BIG IDEA

• the amount of codes that are added up at the end of the month, are the new customers and new purchases we

have brought it

• if we reach the goal than we will lower the campaign to 25% off, and if not, increase to 60% off

• Use the codes that come from social media because it is our best tracking point.

KEY PERFORMANCE INDICATOR

Instagram and Twitter- “likes” or “Favorites” result in promo codes.

• Fastest way to attract customers.• Blog set up to show off merchandise along with comment

boxes for feedback• This will help promotion along with quality of

merchandise

TOOLS AND TACTICS

• Blogging• Blog set up to show off merchandise along with comment

boxes for impactful feedback

TOOLS AND TACTICS

• Facebook ads expenses

• Will promote for six months

• 3 hours per day for six months

• Cost around 135,000 dollars

• Strategically plan it so that the ads are not present for three hours straight. We will find the hours were the promo

is most effective after the first month and have the ads flash at those times. 

BUDGET

• Amount of Promo. Codes sent via social media will track the amount of customers participating in campaign, “A

Step into Style”

• With promo code, discounts begin at 25%.

• Utilizes social media such as: Facebook, Twitter, and Instagram to customer base

SUMMARY

• Begin blog for feedback on campaign and quality of merchandise

• Targets wide range of ages and professions into fashion industry

• Brings in new and improved customers through latest marketing (social media)

http://www.anthropologie.com/anthro/index.jsp

SUMMARY CONT.