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Online StrategyBy: Melissa Minock
Iconic American
Luxury Brand
Majority of
website visitors are 18-49 year
old cacasion
s and African
Americans
Disconnected online presence
Hard to locate social media
Not using social media outlets to
full potential
“check in” at RL retail locations
receive special coupons or promotions
• blog about new items
• current trends
• possible outfit ideas
• celebrity spottings in the brand
• events sponsored by RL
• behind the scenes at sponsored events fashion shows, polo matches, etc..
• inside look into RL corporate
• interviews with Ralph
Link all sites to website
Designate a team of people to update all sites simulanteously and consistently…
…this will give them a cohesive message
Evaluate plan with sales,
website visits and social media interaction
September 2010 - September 2012
• the budget will be small because most social media is free
• no new employees will be needed, use same employees that are currently managing website, social media, etc
• more promotion will be needed around the holiday season