Rise To The Top: A Digital Strategy

Strategy Objectives

❒ Define target audience

❒ Increase brand awareness

and preference

❒ Increase sales and search rankings

❒ Maintain a smart budget

❒ Implement social media

Target audience

Consumers searching for high quality apparel Men Women Children

Strategy tactics

Advertising and marketing through use of social media including: Facebook Instagram Twitter Tumblr Blog

Google Adwords Google Analytics SEO

Budget

Google Adwords daily budget = $40 205+ clicks $0.19 per ad click

(or CPC) 205 x .19 = $38.95

Social media team cost $138 per hour 780 hours total (15

hours/week x 52 weeks)

$138 x 780 = $107,640

Key performance indicators

Sales revenue Search engine

rankings/results Consumer traffic

via Google Analytics Results

Number of followers/subscribers through social media

Inbound Marketing & Mobile Strategy

Personalized emails

Lead nurturing Blog optimization

SMS alerts and coupons

Google Adwords

Customized ads for apparel searches Lower CPC rate Higher quality score

Google Analytics & SEO

Google Analytics to monitor what is said about the brand and products

How many times consumers visit our blog and website

Tags and keywords to increase search rankings

The future of ralph Lauren