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Uploaded byJessica Melton
Converse Digital Strategy
The document outlines a digital marketing campaign for a shoe customization promotion. It recommends creating a Pinterest page with boards showing the history and custom shoes to attract younger crowds. A contest is proposed where users design their own shoe and outfit combinations, with the most creative board winning. The campaign would link the Pinterest contest to Facebook and Twitter using hashtags to gain more attention. Advertising is planned through Google AdWords, print ads, store flyers at retailers like PacSun, Tilly's and Zumiez. The total budget proposed is $42,000, with $5,000 allocated to SEO, $8,000 to social media, and $30,000 to pay-per-click advertising.
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Converse Digital Strategy
- 1. Your Style, YourWay Jessica Melton
- 2. Make It YourOwn • Current promotion • Customize Sneaker • Free Shipping!
- 4. Digital Campaign Goal •Brand recognition • Social Media Presence • LinkedIn • Pinterest
- 5. • Create a Pinterestpage • Different boards • Show off history • Attract younger crowds
- 6. Pin It toWin It • Design your own shoe campaign • Customized shoes along with outfits • Most creative board wins
- 7. Bring It AllTogether • Link Pinterest contest to user’s Facebook and Twitter • Twitter hashtag • #customizeconverse • #conversecontest • Linking all profiles more attention
- 8. Gaining Attention • GoogleAdWords • Print Ads • Flyers in Stores • PacSun • Tilly’s • Zumiez • Journey’s
- 9. Budget SEO: $5,000 • Socialmedia includes mobile and content • Pay-per-click includes advertisements • Most expensive because results almost immediately Social Media: $8,000 Total: $42,000 Pay-per-click: $30,000
- 10. • Interactive SocialMedia • Attraction towards targeted audience • Pinterest, LinkedIn • Loyal Following