New Media Drivers License Final

Presentation

Payless ShoesourceBy: Rebecca Eaton

Payless Shoesource

Discount shoe retailer

founded in Topeka, Kansas in 1965 by Louis and Shaol Pozez

4,500 retail stores worldwide

portfolio brands: Airwalk, Dexter, Champion, American Eagle by Payless, and Zoe&Zac

Goals & ChallengesGoals

make fashionable footwear affordable

offer a wide range of different brands to appeal to their target customers

Challenges

positioning their products in the eyes of the consumers as affordable shoes versus cheap shoes

competing against other retail stores that offer more “one-stop shopping” (i.e. Target, Kohl’s, Meijer)

Key ComponentsFull force online strategy implementing different online strategies to optimize their presences

Social Media:

hire a social media manager to manage their social media presence and stay up-to-date with each of their sites

Twitter: use for interacting with customers, tweet daily updates, current promotions, etc

FaceBook: utilize picture, “like”, and comment features

LinkedIn: professional attitude, post available careers

Key Components

Internet Marketing

Place banner ads on strategic websites

FaceBook, Amazon, Ebay

utilize Amazon and Ebay’s feature of only placing ads when shoes are searched

utilizes recency and relevance

Key Components

Mobile Strategy

improve upon current phone app

place ads in popular mobile games

Words With Friends, Draw Something, Angry Birds

This is expand Payless’s daily exposure to mobile consumers worldwide

Metrics of Success

Evaluation

Measure the number of banner ad clicks

Keeping track of SEO, and competitor's SEO

Social media manager will measure increase in Twitter followers, FaceBook page “likes”, number of times our promotional tweets are RT

Proposed TimelinePeak Times: when seasons are beginning to change

at this time people look for new shoes for the new season

In efforts to go along with this peak period I propose to implement a pulsing style of digital advertising

continual advertising in the proposed digital areas throughout the year

during peak periods (seasonal changes) increase the number of banner ads, as well as Tweets & Facebook comments

makes customers aware of their new shoes for the season

Proposed BudgetMy proposed budget is $150,000 annually

This includes

the salary of a Social Media Manager

buying advertisement space within mobile games

buying banner ads on websites such as FaceBook, Ebay and Amazon

additional advertising within “peak” periods

Proposed Budget Distribution

$150,000 Budget

$30,000 salary for social media manager

$50,000 for banner advertisements

$30,000 mobile advertisements

$10,000 social media management

$30,000 additional budget for peak season advertisement