MARKETING & SOCIAL MEDIA

PLANPrepared Deborah Cecatiello

May 28, 2011

SITUATION ANALYSIS Abundance of existing inventory but limited

sizes, odd lots, etc. Truly unique patent-pending FitWiseTM

waistband technology Offseason challenges (Spring is biggest

selling season for maternity clothing since most babies are born between August and November)

Products available online and offline Database of existing customers (14) is

small and of limited use (women come in and out of the market)

SITUATION ANALYSIS Currently selling lower priced Capri pant featuring

FitWiseTM technology on JCPenney online (licensee) Competition has more product, bigger websites, and

more variety…

(more upscale “boutique” shopping site)

(traditional shopping site)

(niche website, accessories)

WEBSITE ANALYTICS: KEYWORDS 4/22/11-5/22/11 (VISITS/%)

WEBSITE ANALYTICS 4/22/11-5/22/11 (TOP STATS)

Type Statistics Type Statistics

Unique Visitors 3.84-4.58 avg. Per Day

Visitors 4.16-6.09 avg. Per Day

Depth of Visit Pages Visited: 1; visits: 77-82

Depth of Visit Pages Visited: 2; Visits: 30-34

Depth of Visit Pages Visited: 3; Visits: 10-22

Depth of Visit Pages Visited: 4; visits: 6-13

Time on Site 1 minute; 106-153 visits

Time on Site 2 minutes: 8 visits

WEBSITE ANALYTICS 4/22/11-5/22/11 (TOP STATS)

Type Statistic Type Statistic

Loyalty 1 visit; 90-97 visitors

Loyalty 2-5 visits; 8-13 visitors

Country: USA 162 visitors; 81.4 to 85.71%

Region : CA 5 up to 44 visitors; 3.88 up to 23.28%

Region: NJ 24-38 visitors; 18.6 to 20.11 %

Region: Unknown

27 visitors; 14.29%

WEBSITE ANALYTICS4/22/11-5/22/11 (TOP STATS)

Type Statistic Type Statistic

City: San Francisco

30 visitors; 15.85%

City: Union, NJ 20 visitors; 10.58%

Page Exit Link Count Percentage

/Pants-Jeans_c24.htm

Home 4 8.51

/login.sc Contact Us 1 2.13

WEBSITE ANALYTICS4/22/11-5/22/11 (TOP STATS)

Description Statistic Statistic Statistic

Page Views (Spikes)

12 on May 2n 15 on May 6th 17 on May 11th

Pages: Home page

:27 seconds; 29%

Entry Page: Home 70%

Home page 94 bounces; 58%

Page Exit Link Count Percentage

/Home_Page.html   

PantsJeans 17 22.67

/   (home page) PantsJeans 11 14.67

/Home_Page.html   

Skirts 5 6.

WEBSITE ANALYTICS 4/22/11-5/22/11 (TOP STATS)

Domain  Referrals Percentage

www.google.com 21 27.63

www.pnmag.com 21 27.63

www.mommieswithstyle.com

11 14.47

www.linkedin.com 6 7.89

shop.viviqueapparel.com

2 2.63

www.facebook.com 2 2.63

www.bing.com 2 2.63

thestir.cafemom.com

2 2.

WEBSITE ANALYTICS 4/22/11-5/22/11(SUMMARY)

Visitors 4.58 avg. “unique” visitors and 6.09 avg. visitors per day

Entry Page/Time Spent

Most visitors entered the site via the home page but only spent about :27 seconds there

Best days Mon, Tues, Wed & Friday… NOT on a weekend!

County, Region, & City of Origin

85% of visitors from the USA. Regions/cities avg. across the country from .75-6% but there were odd “spikes” from San Francisco, CA and Union, NJ

Exits Link Only 5 people out of 47 exited the site from the “contact us” page v.s.19 from the “home” page

WEBSITE ANALYTICS: CONCLUSIONS Effectiveness of current keywords is

negligible since most people are finding your site using your brand name.

You don’t have enough visitors…so you need to more traffic to your site.

Visitors are mainly staying on the home page…and not for very long before they exit the site, probably because they are not finding what they want. Make sure home page is engaging and gives people a reason to navigate to other pages.

WEBSITE ANALYTICS CONCLUSIONS Visitors come from all over the USA but

there is interest in other countries…this is important if you’re considering PPC ads

Referrals sources offer opportunities for link-building program

36 IT “errors” and “bad resource links” need to be fixed to aid SEO

You have no conversions (probably because there was no way to order anything and because people weren’t staying on the site long enough to get this far)

GOALS AND OBJECTIVESBusiness goals Identify, align business relationship between

Vivique, FitWiseTM and Licensees Drive more traffic to website in order to increase

online sales Sell out remaining inventory Increase size of database (obtain email addresses

through log ins, e-newsletter sign ups, VIP sales, customer feedback forms, etc.)

Marketing Goals Generate awareness of Vivique and FitWiseTM

technology Increase exposure among “influencers” Increase referrals

OVERALL MARKETING STRATEGY Optimize Website including solicit email

addresses Aggressively engage with Social Media Focus on months where demand is

heaviest Copy best practices from competitors

where possible Drive referrals and testimonials using

existing database i.e. “Tell a friend and get…”

Outreach to celebrities Increase off-line promotion

CELEBRITY/COSTUMER PACKAGES Aggressive research to find pregnant

celebrities and obtain agent contact Information

Outreach to costumers, dressers, personal assistants, etc. through LinkedIn Groups i.e. Fashion Marketing Group

Determine what does into package? Draft letter to agents Follow-up phone call Follow-up letter/feedback/photos

Generate traffic to website for purpose of

purchasing?

Generate “buzz” among the press?

Increase Facebook fan base?

Increase awareness among

bloggers?

Set Social Media Goals

SOCIAL MEDIA “INFLUENCERS” You! Blog posts and LinkedIn Groups Journalists

Pick up story ideas Reviews the product

Bloggers Pick up story ideas Include links to your website Reviews your product

Celebrities Wears your clothes and is photographed Wears your clothes and endorses (one can

dream!)

SOCIAL MEDIA WEBSITES Twitter

Especially important in reaching members of the press, bloggers, magazine publishers, etc.

Facebook Important for engaging with customers

Youtube Videos of models wearing clothing

Flikr Photos of product, you, FitwiseTM waistband, etc.

LinkedIn Personal Profile Company Profile Start/participate in groups i.e. “moms extraordinaire”

“pregnancy experiences” “MomsToBeDepot”

SOCIAL MEDIA STRATEGY Always promote Vivique Apparel and FitWiseTM

together to establish solid connection and recognition among target market and bloggers

Develop a “library” of content including stories about products, customers, stores, sales, etc. (posts can be repeated since women are coming in and out of the market)

Monitor news wires, Twitter feeds and blogs, etc. for interesting links related to pregnancy, babies, maternity clothing, technology, etc.

Sync Twitter, Facebook, Youtube, Flickr, Blog posts to maximize exposure

SOCIAL MEDIA STRATEGY Promote “websites we like” to drive traffic to online

retail licensees carrying clothing featuring FitWiseTM technology. Need to drive sales of lower priced lines.

Monitor on a consistent basis and engage in “conversation”, re-tweet, re-post comments, respond to comments in order to build recognition of the Vivique brand

Offer free products to important “influencers.”

Share on Social Bookmarking and other Fashion Sites: Del.ic.ious, Diggit. Reddit. Chiq.com, Fashiolista.com, etc.

SOCIAL MEDIA CONTENT DEVELOPMENT Monthly posts revolving around holidays

and events Miscellaneous posts including links to

helpful websites or news articles, tips, quotes

Ask readers for ideas on new topics for discussion with a poll or survey etc.

Contests (“Like us” and be entered to win…)

Customer/product photos and testimonials Planned sales. Sales would have a series of

posts associated with them , i.e. “look for upcoming sale” “this week only” “sale ending soon” “you missed it but….”

SOCIAL MEDIA TOPICS

June

• Outdoor dining

• FitWise Technology

• Sale: Capri pants (link)

• Who is Vivique?

July

• Red, white & blue holiday family traditions

• How Vivique makes your dollar go further in this economy

• Sale: tops or focus on tops

August

• Tips for vacationing while pregnant

• Maria’s story—working in summer while pregnant

• Salt: skirts or focus on skirts

WEBSITE RECOMMENDATIONS Search Engine Optimization

Indexing Keywords (relevance, density, frequency) Inbound Links (people, websites linking to

your site and links from page to page)Updates (new products, news, sales, etc.)

Content, content, contentStore locations, sales, testimonials, videos,

blog Monitor Godaddy.com & Google

Analytics to evaluate keywords, traffic source, sales, etc.

E-MAIL CAMPAIGN Goal of e-mail campaign is to drive traffic to your site to

get more information, promo code, coupon, etc. Import all e-mail addresses from Database, LinkedIn,

Website, etc. Include customers, prospects and media. Send e-mails that are formatted, scheduled, and offer

value Test different offers, creative, etc. Ideas…

Thank you Referral program Ask for reviews Contests Coupons News Tips Events (come see us at the “….show”, seminars,

webinars)

SEARCH MARKETING OPTIONS

Viviqueapparel.com

Shopping Search Engines

Paid SearchOrganic Search

ON LINE MEDIA Threeseasonsmaternity.com Magazines

Conceive Pregnancy & Newborn Parenting

PR Web Blogs

New York Magazine’s The Cut Fashionista Paperclippy The Style Sample The Working Wardrobe The New Professional Shop It To Me Employed Panache

ON LINE MEDIA Blogs, continued

Jane Has a Job Style Underdog Mizhattan Theory 12:04 Net-a-porter Lands End Garance Dore Cupcakes and Cashmere Style.com The Bag Blog Rags Against the Machine Refinery 29

ON LINE MEDIA Blogs, continued

Mommy-gets-dressed.blogspot.comBabycenter.comMaternitywear.toplisted.netThe bragging mommy.comPregnancyfashion.sheknows.comCelebritybabies.comAmericanbaby.com

PAY-PER-CLICK & SHOPPING SEARCH Google Pay-per-click Microsoft AdCenter Shopping Search Engines (TBD)

Google ProductsShopzilla.comTotsy.com

MISCELLANEOUS IDEAS Survey/Feedback forms shipped with every

order Personal appearances & In-store demonstrations Schedule seasonal sales BtoB: trade & fashion shows/conventions Networking Offline publicity: speaking engagements, radio

interviews, letters to fashion & family editors Family charities (gifts-in-kind) QVC (for Three Seasons Maternity brand) Mobile Marketing (up and coming in fashion!) Outreach to Doctor’s offices