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F R A M E W O R K S C R E A T I V E S
Blue Moon ActivewearDigital Marketing Plan
Elgin Braggs Morgan Farruya Spencer Merryman Kristen Spencer
Blue Moon Activewear
Owner: Cheri Chod Fitness fanatic
Location: St. Louis, MO Clayton’s Crescent Plaza
Shopping Center
1 location
Specialty Store Activewear
Hours: Mon - Fri: 10:00 am - 6:00 pm
Sat: 10:00 am - 5:00 pm
Established 2010
Company Overview
What’s In Store?
Blue Moon Activewear specializes in selling women’s activewearand accessories. Cheri’s focus was to provide her customer with awide range of functional and stylish activewear brands for everywoman.
Brands:• ALO• Avani Activewear• Bella Luxx• Calvin Klein Performance• Electric-Yoga Wear• Falke• Helen Knows Best• LovethisLife• lucy
• prAna• Prismsport• Public Myth• Pure Karma• SkirtSports• Soybu• Stonewear Designs• Tees by Tina• Twist Yoga Wear• Yoga Jeans
Company Overview
Target Customer
Demographics Gender: Women
Age: 20-40 yrs.
Education level: Some college and higher
Income level: $50,000 and higher
Geographics Individuals residing in and around St. Louis, MO
Psychographics Active lifestyle
Value fitness and fashion
Yoga
Company Overview
Current Marketing Strategy
Traditional Mix Features in local magazines
St Louis Magazine
St Louis Post-Dispatch
Alliance with influencers
Emily Goble: Yoga Instructor/Blogger
Digital Mix
Run by store owner and employees
Posts are inconsistent
Postings are links to e-newsletters
Currently 319 likes
E-newsletter
Website
Informational
Company Overview
SWOT Analysis
Strengths• Great local base, owner is a local• Sells premium activewear brands for women of all
sizes• Hosts events for customers, such as yoga sessions• Use of traditional marketing strategies• Location
Weaknesses• Inconsistent updates on Facebook• Minimal social activity with target consumer• Website is only informational• Store hours (accessibility)
Mon - Fri: 10:00 am - 6:00 pm
Sat: 10:00 am - 5:00 pm
Opportunities• Open the option for online shopping• Strengthen customer relationships by optimizing
the retailer connection with consumers through social media
• Open additional locations
Threats• Competition, more prominent activewear brands
and retailers(Lululemon, Nike, etc.)
• Not enough brand awareness
Company Overview
Outline of Our Mission
Update Website
Update Newsletter
Digital couponing: Email and Social Media
Social Media: Facebook, Pinterest
Search Engine Optimization
Digital Managment
Proposed Strategy
Website Revamp
Squarespace Inexpensive and easy
User friendly, sell product online
Increase time, place, and possession utility
What comes with it? Unlimited: pages, galleries, blogs, storages,
bandwidth, and contributors
Fully integrated e-commerce
Real time carrier shipping
Label printing vua ShipStation
Integrated accounting by Xerox
A developer platform
Mobile website/store
Custom Domain
Fully functional Analytics
Annual cost: $288.00
Proposed Strategy
Email Marketing
Constant Contact is an email marketing program that allows you to put on campaigns and promotions for your website subscribers
Reach 500 contacts monthly
Lunar Club
Digital reward for signing up
Emails about store updates, fitness tips, trends, etc.
Annual cost: $540.00
Proposed Strategy
Digital Couponing
Printable coupons or quick response (QR) codes are popular methods used to reel in consumers.
Correctly advertising and placing these digital coupons will effectively broaden clientele
1. The first step would be uploading an image and generating barcodes
2. After designing the coupon, develop capture fields containing customer data. The campaign would be set up with beginning and end dates
3. Choose either a single coupon banner or a coupon gallery; add specific retail sites and embed the code within blogs and social media networks to show the widget
4. Appropriately track optimized analytical data to follow the consumers behavior
Get 25% OFF your next purchase
Proposed Strategy
Digital Couponing
What will you be
able to track on
CouponFactory’s
analytical optimization
dashboard:• Impressions
• Prints and Mobile Views
• Geographical Locations
• Clicks
• Referring URL
• Customer Data
• Conversion Rates
Proposed Strategy
Digital Couponing
Couponfactory.com will allow the retailer to use one service to curate the coupons and appropriately track very detailed
information to ensure that this strategy is effective.
3 suggested package deals consisting of digital coupons, specific landing pages, and analytical impressions
What’s recommended is the 2nd package deal, which would contact between 501 and 2500 people. Using this method alone will have
almost doubled the online presence of Blue Moon by exposure alone.
$60
Proposed Strategy
Social Media Strategy
Facebook E-promotions given for those that like page
Posts will have updates on store and merchandise Remain a consistent presence
Utilize ads on Facebook Used to increase page visits
Costs everyone is shown ad
300 views/day
Set own budget
Annual cost: $1,095.00
Proposed Strategy
Social Media Strategy
Pinterest Profile will have different boards
created to capture the different segments of consumers
1. ‘Fitness at Home’ : Workouts aimed at tightening the core and working out the lower body.
2. ‘Looks We Adore’ : Looks put on display and will be exclusively online.
3. ‘Eat Right, Feel Right’ : Nutritious meals with a recipe listed & at home yoga tutorials and tips.
4. ‘Recent Trends’ : Recent trends that correlate with fitness and activewear.
5. ‘Accessories’ : Available accessories sold in store.
Proposed Strategy
Digital Management
Intern $8.00/hr and 15 hours/weekly
Hire individual skilled in digital operating systems
Update social media and website
Management still required to update
Hootsuite $8.00/month
Used to manage all social media seamlessly
Annual cost: $6,336.00
Proposed Strategy
Search Engine Optimization
Google Adwords Website will be linked in a
recommended box when people searches are related to Blue Moon’s products
Costs are at personal discretion
META Tags No cost
Embed key words within site
Back up for Adwords
Annual Cost: $750.00
Proposed Strategy
Budget Costs
Digital Strategy Monthly Cost Annual Cost
Website Update $24.00 $288.00
Constant Contact $45.00 $540.00
Facebook $60.00 $960.00
Hootsuite $93.00 $1,095.00
Intern $8.00 $96.00
Google Adwords $480.00 $6,240.00
$62.50 $750.00
Total Annual Costs $9,969.0099% of allotted budget
Proposed Strategy
Updated SWOT
Strengths• Great local base, owner is a local• Sells premium activewear brands for women of all
sizes• Hosts events for customers, such as yoga sessions• Optimizes customer relationships through rewards
systems and social media• Location
Weaknesses• Single physical location• Store hours (accessibility)
Mon - Fri: 10:00 am - 6:00 pm
Sat: 10:00 am - 5:00 pm
Opportunities• Explore other forms of social media, such as
Instagram or Twitter• Possible release a private brand• Open additional locations
Threats• Competition, more prominent activewear brands
and retailers(Lululemon, Nike, etc.)
• Not enough brand awareness
Proposed Strategy