Digital Marketing Plan to Acquire Young Customers for Shirt Retailer

SHIRT LOCKERS
DIGITAL PLAN
2015
FRANCISCO RODRIGUEZ SALAS
PROFESSIONAL DIPLOMA IN DIGITAL MARKETING
INSTITUTE OF DIRECT AND DIGITAL MARKETING

SHIRTS LOCKER DIGITAL PLAN 2015 1
Contents2 Executive Summary
3 Situation Analysis
15 Objectives
16 Strategy
21 Tactics
32 Actions
35 Budget

Executive
Summary
The Fashion and apparel market is a fragmented market with a high level of international
competitors. Internet has given an opportunity to all kind of vendors to provide to their customer
a better customer experience as well as reduce its marketing expenses.
Having this in mind, Shirts Lockers will develop a digital strategy based on acquire two of the
youngest segments of the market, due to their attitude towards shopping online, offering them a
wide range of clothes with great quality and with affordable prices.
Paid, earn and own media channels will be used in order to add prospects into to the top of the
sales funnel and encourage them to purchase Shirts Lockers’ products

CUSTOMER ANALYSIS
Customers are the centre of the Marketing Universe, this is the main reason this Situation Analysis
has started with an analysis of Shirts Locker’s customers.
In order to get that, three questions has been proposed.
 Who is Shirts Locker’s regular customer?
The following customer segmentation has been developed using the customer’s database
information provided by Shirts Locker and the Experian Fashion Segment. This
segmentation has been determined according to their attitudes towards fashion and
shopping behaviour.
 Why do they buy?
 How do they buy? These two questions have been answered taking the information from
shopping behaviour researches.

QUALITY SEEKERS
People that is not really interested in
having a wide range of clothes to wear,
they simply want good basics in their
wardrobe. They have an awareness of
brands and will favour labels that they
consider to be of high quality.
PROFESSIONALS
People that spend more on their work
clothes that many types but also like to
dress in a suitable manner that is
respectable and appropriate. They buy
good quality clothes of a high value price.
CLASSIC SPENDERS
People who like purchase high-quality
clothes in exclusive independent clothing
stores and high-end department stores.
They buy a lot of clothes with the best
quality. Whatever item they are buying,
they will buy the top of the range.

Legend:
Attitudes towards fashion Attitudes towards sales & discounts Times spend shopping Avg purchasing Avg. spending
YOUNG FAMILIES
This is the type of consumer who are the
primary clothes buyer for their families.
They try to keep up with fashion but they
do not have too much money to spend on
clothes. Quality is not an issue for them,
they do not see a benefit in paying more
to get a better quality item.
ANY SHIRT WILL DO
They are not interested at all in their
clothes; buying clothes is a necessary
task that needs to be done as quickly as
possible. They do not enjoying shopping,
they just have to replace things that are
worn out or get new clothes that they
need. The key drivers are that the clothes
should be low-cost and functional.
CONVENTIONALS
They are sensible dressers who do not
have strong opinions about clothes. They
prefer quality than purely style, in that
way, their spent is above average,
making a slightly higher number of
purchases that the average. They are
keen sales shoppers and while they can
afford a respectable amount of clothing.

1
How fit is online fashion? Consumer attitudes towards clothes shopping online. Fits.me-Virtual Fitting
Room. February 2014
A total of 52% of respondents in the research made by
Fits.com1
give prices as either their primary and
secondary reason to buying clothes online. The most
price sensitive age groups are the 18-24 years-old and
the over 55s.
52%

2
Fashion & trends in online retailing. A new catwalk for fashion brands. Tradedoubler
E-commerce: Evolution or revolution in the fast-moving consumer goods world. Nielsen. August 2014
69% of buyers use blogs and similar sites as their
source of fashion inspiration.
FINDINGOUT
47% of buyers are happy to look through price-focused
performance marketing channels.
57% of buyers browse in fashion stores while 48%
prefer fashion retailer websites.
RESEARCHH
56% of shoppers turn to performance marketing
channels
48% of “Second screening consumers”2
have used a
mobile to research the products that feature in TV as,
and 25% have gone on to purchase them using their
phone.
57% of “Second screening consumers” have looked
up product information featured in TV ads with 37%
completing a purchase.
44% of consumers will complete the purchase through
an online channel using their mobile
PURCHASE
There is a one-to one correlation between online
searching and shopping
(46%browsing/46%purchasing)
69%
47%
57%
56%
44%
46%/46%

Direct Referrals
sites
Search Social Mail Display
Charles Tyrwhitt Joseph Turner
Thomas Pink Cotton Traders
American Apparel Industry average
The following competitor analysis is based in quantitative criteria, having in consideration its perfomance
(website and social) in the last six month. Competitors have been selected by Shirts Lockers as their
main competence in the industry.
COMPETITOR ANALYSIS
Charles Tyrwhitt
Joseph Turner
Thomas Pink
Cotton Traders
American Apparel
Organic Search Paid Search
Search
As can be seen in the bar graph, both
American Apparel and Charles Tyrwitt have
the biggest brand awareness.
The most important fact in this analysis is the
similar trend that all the competitors selected
have in common: the majority of traffic comes
from Search Engine, followed by Direct
Search.
WEBSITE
PERFORMANCE
Estimated Visitors
Traffic Sources Search Traffic

31983 29927 6122
1668521
Charles
Tyrwith
Thomas Pink Cotton Traders American
Apparel
Charles
Tyrwith
Thomas
Pink
Cotton
Traders
America
n
Apparel
Charles Tyrwith Thomas Pink Cotton Traders American Apparel
Likes per brand comments per brand shares per post
HIGHEST RESPONSE RATE
71%
Charles Tyrwhitt
AVERAGE RESPONSE RATE
29%
All Brands
SOCIAL MEDIA
(FACEBOOK)
Facebook is the social network that attract the
majority of traffic, which is the main reason
why it has been selected to analyse the role of
competitors in social media.
As follows from the figures shown above,
having a great number of fans does not imply
a mayor engagement, in fact, the brands with
less followers are the ones which get most
responses per post.
Number of Fans
Average Response per Brand Post
Shared of Engagement Brand Responsiveness

SHIRTS LOCKER DIGITAL PLAN 2015
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0
Total customers who
purchase on 2014
Total customers who
repurchase on 2014
EXISTING CUSTOMERS NEW CUSTOMERS
Orders made by existing
customers
Orders made by new
customers
In order to reach the 20% of
customers who repurchase, it is
assumed that 99% of existing
customers repurchase once on
2014
Only 7,5% of new customers
repurchase once on 2014
Existing customer to purchase
on 2014
New customer to purchase on
2014
PERFORMANCE ANALYSIS
Existing customers who
purchase on 2014
30,000 5,000
5,3755,375
2,687 375
4,6251
2,688 5,000
10%26%9%

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1
3
Emails open per month
23800*0.2266= 5393
Click-Through rate
203*3.77%=203
Orders through email conversion per month
203*0.038=7.72
Email revenue per month
7.72*70=£540.83
ROI
(£540.83-£500)/£500=0.081:1
Unsubscription rate
1-(23800/30000)= 21%
http://index.fireclick.com/fireindex.php?segment=1
23800 Subscribers
Unsubscription
Rate
0.08:1 ROI3
EMAIL MARKETING PERFORMANCE
21%

1
2
2%
98%
0%
20%
40%
60%
80%
100%
120%
1 2
4
Web orders per month
(6000-203)12= 492
Visits drive by PPC
492/0.05(CR)=9845
PPC cost
9845*1.4(CPC)=13783
PPC revenue per month
(£420000-£172147)/12=£34459
ROI/CPA
(£34459-£13783)/£13783=1.5:1 | CPA= £1.4/0.05=£28
Traffic Sources: Email=> 203/(9845+203)= 2% | PPC= > 9845/(9845+203)= 98% (it is not considered
rest of the traffic sources with not information available in the brief)
9845 visits drive by PPC
per month
£28 CPA
1.5:1 ROI4
WEBSITE PERFORMANCE
Traffic sources
PAY PER CLICK PERFORMANCE
1-email
2-search
Not considering any other type of
traffic source

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3
5
http://wearesocial.net/blog/2014/01/social-digital-mobile-worldwide-2014/
E-commerce: Evolution or revolution in the fast-moving consumer goods world. Nielsen. August 2014
http://www.rishabhsoft.com/blog/e-commerce-growth-statistics-and-forecast
http://www.emarketer.com/Article/Retail-Sales-Worldwide-Will-Top-22-Trillion-This-Year/1011765
http://www.mintel.com/press-centre/retail-press-centre/top-of-the-online-shops-online-fashion-clicks-with-70-of-brits
GLOBAL MARKET5
UK MARKET
Internet Users
Ecommerce Sales
Retail Ecommerce Sales
Fashion Ecommerce Sales
MARKETPLACE ANALYSIS (2014)
2,484,915,152 (35% penetration) 54,861,245 (87% penetration)
$141.53 billion$1.5 trillion sales ($2.2 trillion by 2017)
$82 billion ($93.89 billion by 2015)$1,316 billion ($1,592 billion by 2015)
£10.7 billion sales

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4
ENVIRONMENTAL TECHNOLOGICAL
 Climate change and global warming can
harm the growth of cotton and the
maintenance of manufacturing facilities.
 Fashion leaves a great environmental
footprint along its supply chain and life
cycle.
 The emergence of the Internet and
improvements in communication
technologies have facilitated and
accelerated the information flow of new
trends and brands from the customer to the
retailer.
 The rise of multichannel customers has
opened up low-cost advertisement and
marketing options for retailers through
social media platforms or a corporate
website.
ECONOMIC SOCIAL
 Increasing disposable income of
households.
 Fashion industry has constantly grown at
10% since 2011 and may show similar rates
in the upcoming years.
 Fast growth of emerging markets, which are
assumed to account for 50% of global GDP
growth by 2025.
 Skilled labour has decreased and become
more expensive.
 The world population is aging.
 There is an increased demand for a more
convenient shopping experience,
especially when people become more
career-seeking and have less time left that
can be dedicated for leisure and shopping.
 Greater customer interest in the materials
used, their origin and their processing
methods.
 Fashion tastes and trends of teenagers and
young adults are very diverse and volatile
and are influenced by celebrities and the
media.
KEY FINDINGS

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Shirts Locker’s main objective is to acquire 4,500 new customers that contribute towards the
overall sales target (£1m).
It is considered that the purpose of customer acquisition is to add new prospects into the top of the
company’s sales funnel and gets them started on the buying cycle. Once in the funnel, main engagement
and conversion tactics will be implemented in order to encourage this prospects to move from awareness
to purchase.
Following this approach, some sub-objectives have been set up:
Sub-objectives KPIs
REACH
Increase web traffic by 50% within 6 months
Increase inbound links to Shirts Locker
website by 20% by the end of the year.
Total number of visits
Total number of unique visitors
Total number of inbound links
Total number of traffic drive by referrals
ACT
Generation of 5,000 leads per month through
sign-up in the newletter by the period Mar-
Dec 2015
Acquire 5,000 new fans to the brand new
Facebook page every month
Total number of newsletters sign-ups
Total number of subscribers
Total number of facebook fans
Audience growth rate
CONVERT
Increase email conversion rate by 5% for
existing customers and prospects by the end
of the year.
Increase repeat sales by new customers to
50% by the period Mar-Dec 2015
Email conversion rate
Revenue per email sent
% of repeat sales by new customers

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QUALITYSEEKERS
SHOPPING
BEHAVIOUR
Low number of items
Likes quality brands.
Mid-range price items
GOAL Purchase a new set of basic T-shirts.
SCENARIO Aoife has decide she needs to get a new set of new
basic T-shirts that combine with her new stylish
clothes. After wander around the shops close to her
home she will use the internet to find clothes that will
like her.
TASK PRIOR TO
PURCHASE
Check brand websites directly.
Check brand featured in TV ads.
Check blogs and fashion apps, looking for reviews and
comments.
CONSIDERATION
AND QUESTIONS
What is the quality of the T-shirts?
How well do the T-shirts fit?
Will these T-shirts match with my stylish/fashion
clothes I just bought?
I would like to have an advice from a sales assistant.
PAIN POINTS Clothes on the website are slightly different from how
they really are.
Clothes do not fit well at all.
Return policy hard to find on the website.
SEARCH TERMS Womens t shirts
Shirts for women uk
Women T shirts online
TARGET MARKET
Two targets markets have been selected from the segmentation defined in the
Situation analysis.
 QUALITY SEEKERS
 ANY SHIRT WILL DO
These two groups of customers have been selected to be part of our target market
due to their attitude towards fashion and online shopping. Besides this, their
demographic characteristics in terms of age make them the most attractive ones in
terms of growth and profitability.
AOIFA HARRIS (26 years old)

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Experian Fashion Segments: http://www.experian.co.uk/business-strategies/fashion-segments.html
Google Consumer Barometer: https://www.consumerbarometer.com/en/
Millennials shopping behaviour: http://market-truth.com/millennials-buy-more-clothing-than-previous-
generations-and-other-shopping-habits/
ANYSHIRTWILLDO6
SHOPPING
BEHAVIOUR
Low spend per item
Some catalogue spend
Don’t spend much time shopping
GOAL Purchase new shirts
SCENARIO Collin needs to refill his wardrobe with new clothes. It
has been a while since he bought his last shirt. He
really doesn’t like shopping, for that reason he prefers
use the internet to look for some cheap apparel stores.
He also keeps some apparel stores’ catalogues where
he purchased before.
TASK PRIOR TO
PURCHASE
Check comparison prices sites
Check general retailers like amazon, ebay…
Compare brand prices (Google)
CONSIDERATION
AND QUESTIONS
What is the clothes’ final price (included VAT)?
What are the Shipping Fees?
Do I have to sign-up in the website in order to make a
purchase?
PAIN POINTS The final price of the items are not clear
Free shipping available but for orders up to £100… I do
not want to spend that amount of money!!
How many details do I have to fill in order to buy a few
items?
SEARCH TERMS Cheap shirts
Shirts sales
Free shipping shirts uk
COLLIN POWELL (45 years old)

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Shirt Locker’s online value proposition will be determined by the following questions
ONLINE VALUE PROPOSITION
What type of visitors do Shirts
Locker want to attract to its
website?
Quality seekers: people looking for a wide
range of shirts and t-shirts to combine with
their fashionable clothes
Any shirt will do: people looking for
affordable shirts and t-shirts.
What do Shirts Locker want to
achieve when they visit its
website?
Go through to sign-up page. Purchase.
Engage with site.
Which message do Shirts Locker
want them to achieve when they
reach their website (online value
proposition)?
Best value. Good quality. Great range of
clothes

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7
Delivery rate = (# of emails sent - # of bounce backs) / # of emails sent
Open rate = # of emails opened / # of emails delivered
Click to deliver rate = # of clicks / # of emails delivered
Subscriber retention rate = #subscribers – bounce backs – unsubscribers / #subscribers
SEQUENCE REACH
OBJECTIVES Increase web traffic Increase inbound links
STRATEGIES TO
ACHIEVES GOALS
Improve SEO and media mix based
on pay-per –click and display
advertising supported by email and
social media efforts.
Reach out main bloggers and
influencers in social media related with
the apparel industry.
TARGET Quality seekers/Any shirt will do
PAID/OWN/EARN Paid Own/Earn
KPIS Total number of visits
Total number of impresions
Total number of inbound links
Total number of traffic drive by referrals
RELATED METRICS #CTR
#CPC
#CPA
#AOV
#Backlinks
SEQUENCE ACT
OBJECTIVES
Lead Generation Increase Facebook fans and Twitter
followers
STRATEGIES TO
ACHIEVES GOALS
Daily campaigns through
newsletter, encouraging customers
to sing-up through activity on social
media channels and information
provide on the website
Creation of a Facebook fan page besides
a second twitter account, encouraging
customers to follow Shirts Locker in
social media channels through
dedicated buttons located in emails and
website.
TARGET Quality seekers/Any shirt will do Quality seekers
PAID/OWN/EARN Own Own
KPIS
Total number of newsletters sign-
ups
Total number of facebook fans
Audience growth rate
RELATED METRICS
#delivery rate7
#subscriber retention rate
#open rate
#click-to-deliver-rate (CTDR)
#cost per lead
#posts
#comments
#re-tweets/shares
#likes
#Amplification rate(re-tweets per post)
#conversion rate (comments per post)
#Aplause rate (likes per post)
STRATEGY MODEL

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0
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Profitability = (revenue generated – campaign cost – cost of goods sold0 / #of emails sent
Average revenue per email sent = total revenue / # of emails sents
SEQUENCE CONVERT
OBJECTIVES Increase email conversion Increase repeat sales by new customers
STRATEGIES TO
ACHIEVES GOALS
Combination of strategies:
 Email follow-up on
checkout abandonments
 Nurturing campaings
Combination of strategies:
 Retargeting campaigns through
display advertising.
 Delivery of personalized
product offers by e-mail
TARGET Quality Seekers/ Any shirt will do Quality Seekers/ Any shirt will do
PAID/OWN/EARN OWN PAID/OWN
KPIS Email conversion rate
Revenue per email sent
% of repeat sales by new customers
RELATED METRICS #email CTR
#Open rate
#Click to open rate
#Average revenue per email sent8
#profitability
#CPM
#CTR
#CPC
#AOV
#CPA

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1
The aims of defining the following keyphrases are:
 Maximize visibility and awareness of SL’s products.
 Maximize the quality of visitors.
KEYPRHRASE
THEME
SHIRTS9
KEYPHRASE
GROUPS
GENDER STYLE PRODUCT TYPE PURCHASE
INTENT
INDIVIDUAL
KEYPHRASES
(examples)
Men shirts
Women shirts
Mens Casual
shirts
Women formal
shirts
Long sleeve
casual shirts
Short sleeve
women shirts
Buy shirts
online
Buy casual
shirts for men
There will be another Keyphrase them for T-SHIRTS, but with just two keyphrase groups (gender,
purchase).
9
Because Shirts Locker is not offering a full range of clothes for men/women, it would be wrong have considered MEN or
WOMEN as a main keyphrase theme because it would bring bad quality visitors to SL’s website
SEARCH ENGINE MARKETING
TACTICS
KEYPHRASE ANALYSIS

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2
Demand and perfomance analysis of the keyphrases is showed in the Appendix.
Keyphrase selection involves prioritising the phrases used in terms of resources (SEO/PPC).
It is considered that searchers make their searches more specific through the buying process, it means
that highly-refined phrases indicate intent to purchase. According to this, and in order to get the volume
of sales aimed, a strategy focused on SEO will be used for generic keyphrases since search volume
tends to be higher and conversion lower, so it can be prohibitively expensive. A strategy focused on PPC
will be used for specific and refined phrases with a higher intent to purchase.
There will be some keyphrases where it could be used both a SEO and a PPC strategy.
KEYPHRASE SELECTION

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SEO TACTICS
ON-SITE OPMITIZATION
SITE ELEMENTS AND STRUCTURE
User-generated reviews on product pages
Besides helping with a purchase decision, giving
users the option to produce content creates a
sense of community.
Homepage Regularly updates with new products and offers.
Specific keyword targeting for all important
pages
In example:
“Mens casual shirts”- category page
“Mens shirts” – homepage
Category pages
Treating category pages as an independent
homepage will be very beneficial to SL’s product
pages indexation and search ranking.
INTERNAL LINK-BUILDING
Related products
Including a section for related products on each of
SL’s product pages will improve its search
ranking
Creation of separate product information
pages that link to product sales pages
Product information pages can contain more in-
depth descriptions that will direct readers to the
main product page.
Product comparison pages
Comparing products will help SL’s costumers in
the decision stage and it also generates highly
relevant internal links to other products.

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4
OFF-SITE OPMITIZATION
EXTERNAL LINK-BUILDING
Competitors links
Acquisition of links from authority pages where
SL’s competitors are getting their links. Bellow
there is a list with some of them:
 Youlookfab.com
 Sporkfashion.com
 Fits.me
Bloggers
Angie Cox, founder of Youlookfab.com is an
important blogger who writes about new trends in
fashion and give some advice and reviews about
certain companies. Reach Angie in order to give
a positive review about SL would a plus in SL
reach strategy.
Staff members
Encouraging SL’s staff members to link to SL site
through their social media profiles or
blogs/websites.
Google Submit SL’s products to Google Product Search

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PPC TACTICS
As commented in the “Search engine marketing” section, those keyphrases with a higher intent to
purchase will be used in a PPC campaign in order to give more credit to this channel in the conversion
stage of the sales funnel.
Apart from this, another campaign targeting “Any shirt will do” group will be implemented in order to
acquire this kind of customers and encourage them to purchase Shirts Locker’s products.
PAID SEARCH AND DISPLAY ADVERTISING
INTEGRATION
This specific campaign will be run for two reasons:
 To create new demand for Shirts Lockers products and services
 Convert that demand into sales and revenues
Display Advertising plays an essential role in generationg new consumers demand; Paid search plays a
critical role in converting consumer demand. Through their integration, demand creation and conversion
can be manximised.
Because members of “Any shirt will do” segment use to visit website aggregators and price-comparison
websites, these are the main places where display ads are going to be targeted. Below there is a list of
the main websites where Shirts Lockers ads will appear:
 Corporette.com
 Pricerunner.com
 Pricegrabber.co.uk
 Youlookfab.com
KEYPRHRASE
THEME
SHIRT/T-SHIRT OFFERS
KEYPHRASE
GROUPS
DEALS OFFERS SALES CHEAP
INDIVIDUAL
KEYPHRASES
(examples)
Shirt deals
T shirt deals
Shirt offers
T shirts offers
online
Shirts for men
sale
T shirt sale
Cheap shirts for
men
Cheap t shirts
online

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EMAIL MARKETING
The following email tactics are classified in terms of its place in the sales funnel until the buying
process.
REACH
AUTOMATED CAMPAIGNS
Targeted and personalized emails sent to Shirt Locker’s subscribers in order to offer them
recommended products based on their behaviour like past purchases and browse data.
Featured campaigns:
 Social Mondays
 Top Rated Tuesdays
 Favourites Wednesday
 What’s new Thursdays
 Friday sales
When sign-up, every subscriber will be redirected automatically to his email preference centre in
order to select the campaign(s) he wanted to receive each week.
In this section will be placed an opt-down feature, so customers can choose to receive fewer
messages instead of leaving Shirts Locker’s list completely.
SOCIAL MEDIA INTEGRATION
Encouraging subscribers to share the content of SL’s emails through their social networks in order
to extend the reach of email marketing messages.
Featured campaigns:
 #combinemyclothes campaign: creation of the hastag #combinemyclothes within an email
campaign to start a trend on social media and make people share how they can combine
SL’s products with their current clothes.
 “Tweet this!” :including a “tweet this!” link in every email. When the reader clicks on the
link a pre-written tweet post customized with a @ShirtsLocker will pops up.

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ACT
The following tactics’ main purpose is to get more subscribers to SL’s email list.
CONVERT
WEBSITE INTEGRATION
 Checkout: Once the customer has ended his buy from Shirts Locker a reminder about the
benefits of subscribing to SL’s email list will be placed in “Your order has been placed” page.
 Home Page: A clear call to action will be place in the home page in order to persuade customers
to sign up.
SOCIAL MEDIA INTEGRATION
 Twitter Lead Generation Cards: User may complete a form directly on an expanded tweet with
a single click.
 Facebook Promoted posts: promoted post for lead generation purposes, with a strong CTA.
This post will include a link to one of SL’s email marketing campaigns (Monday sales, Tuesday
trends…)
TRIGGERED EMAILS
 Win-back (reactivation): a customer has not made any purchase in the last 10 months. Creation
of a trigger email that explains the benefits of shopping with Shirts Locker apart from the new
products and sales related with his latest purchases and browse data.
 Abandonment cart: a costumer is using online cart to hold some items of interest until they can
complete their purchase. Creation of a trigger email with a determined frequency (see
ACTIONS) including the items the customer is holding in the online cart including:
o Rating and reviews of the selected items
o Recommended products related with the selected items.

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eCRM
DISPLAY ADVERTISING INTEGRATION
Including retargeting pixel in the emails. This will set a cookie on the subscriber’s machine, which
allows Shirts Locker to target specific ads to them as they navigate in the web. Depending of the
email the customer is receiving a related ad will be displayed.
EXTERNAL LINK-BUILDING
Customer profile
Here a structured approach to customer data
capture is introduced:
Level 1 – Contact details:
 Name and surname
 Address, city, postcode
 Phone, email
Level 2 – Customer Preferences
 Products recommendations according
the browse data and last purchase of
each customer
Level 3 – Shopping cart status
 Empty - since when?
 Full – since when?
 Number of items purchased

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SOCIAL MEDIA
The main goal for the social media channel will be push as much qualified traffic to Shirts Locker’s
website as possible.
All tactics related with social networks will have Shirts Locker’s “Quality seekers” target markets as its
main audience. The members included in this target market are the ones that have a more usage of
social media networks and, in this way, it would be easy and profitable to persuade them to interact
with Shirts Locker’s social media channels.
The main tools to listening what users are saying about Shirts Locker and the apparel industry will
be:
 Twitter chats
 Hootsuite search stream
FACEBOOK
Facebook posts will be focused on providing high-quality content to benefit Shirts Locker’s target
audience.
Main topics:
 Tips about how to combine Shirts Locker’s products with another fashionable or stylish
products. This information will provide SL’s target audience with original ideas about how
SL’s products can be wear with their actual clothes. This content will prepare SL’s target
audience to respond to following offers, in addition to educating and establishing SL as a
thought-leader in the apparel industry.
 Information about SL’s products quality and great variety of colours.
 Flash deals: promotions and offers with a sense of urgency with a strong CTA and time limit.
TWITTER
Addressing SL’s potential customer’s needs via Twitter in order to get the conversation started or
strengthen an existing relationship. Creation of a Twitter account (apart from the one used for
customer service) to reach out to users who are looking for fashion and apparel advice and
providing them with the best recommendations.
By striving to help people above all else, Shirts Locker will generate the top of mind awareness that
could set them apart from competition the next time a recipient of the suggestion goes to purchase
any kind of clothes.

3
0
SHIRTS LOCKER’S WEBSITE
Shirts Locker Website is the final point where all traffic is driven. Two kind of conversions are taken
place on it:
 Micro conversion: lead generation through subscriptions to the email list. These micro-
conversions are happening during the ACT phase in the sales funnel, a prior step to the
conversion phase.
 Macro conversion: purchase SL’ products. CONVERSION phase.
ACT
EMAIL INTEGRATION
Email will be used to grow SL’s social followers.
Social media icons will be included in the header, footer, sidebar, or main body of SL’s email
campaign so it is easy for people to find and connect with SL on social platforms.
HOMEPAGE
Shirt’s locker home page will be designed in order to get the attraction of its two target audiences
(“quality seekers” and “any shirt will do”).
 Any shirt will do: Because this target market is looking for simplicity and fast shopping,
Shirts Locker’s homepage will be really simply to use, with just a few of categories in the
menu and with a section dedicated exclusivity to sales, offers and discounts. Additional
elements like Shipping information or FAQ will be displayed in the top half of the home
page in order to be found without any trouble. For customers who already have an account
with Shirts Locker, when log in, the homepage will display some product recommendations
and offers related with the last purchases and browse data.
 Quality seekers: Additionally to the previous features, Shirts Locker’s home page will have
an “occasion’s section”. This section will provide to this target market with some
recommendations and tips about what kind of apparel they should wear according different
situations (business meetings, birthday party…). Every product page will have detailed
information about quality and origin of every single material or element used to
manufacture Shirt Locker’s products.

3
1
CALL TO ACTIONS
 Contact us: If a costumer or prospect wants to contact SL directly, it will be easy to do it.
Shirts Locker’s phone number will be displayed in the header, a “contact sales” form will be
embed in every product page, and a “Contact us” button will be displayed on every page of
SL’s website.
 Chat: a chat service will enable a costumer or prospect to chat with an educated
representative of Shirts Locker in order to discuss any kind of doubt.
 Subscription: A subscription request form will be displayed in every page of SL’s website.
(micro-conversion)

3
2
EMAIL MARKETING
DAILY CAMPAIGNS
DAY #1
SOCIAL
MONDAYS
DAY #2
TOP RATED
TUESDAYS
DAY #3
FAVOURITE
WEDNESDAYS
DAY #4
WHAT’S NEW
THURSDAYS
DAY #5
FRIDAY SALES
DAILY
CAMPAIGNS
SHOPPING CART ABANDONMENT
DAY #1 DAY #2 DAY #3 DAY #4 DAY #5
SHOPPING CART
ABBANDONMENT
+
PRODUCT
RECOMMENTATIONS
+
REVIEWS &
RECOMMENDATIOS
EMAIL MESSAGES
“MARK, WE’RE
HOLDING
YOUR BAGS!”
“MARK, YOUR
CART IS STILL
HERE-FREE
SHIPPING ON
YOUR ORDER”
“MARK, DON’T
FORGET! YOUR
CART IS STILL
HERE”-

3
3
SOCIAL MEDIA
FACEBOOK
TWITTER
DAY #1 DAY #2 DAY #3 DAY #4 DAY #5 DAY #6 DAY #7
POST WITH
SHIRTS
LOKER’S
PRODUCT
INFORMATION
OFFERS, SALES
OR ANY KIND
OF DISCOUNT
SPONSORED
POST TO
NEWSLETTER
SIGN-UP
WEEKLY TIP
POST WITH
SHIRTS
LOKER’S
PRODUCT
INFORMATION
ADDRESSING
CUSTOMERS
NEEDS
LEAD
GENERATION
CARD
ADDRESSING
CUSTOMERS
NEEDS
LEAD
GENERATION
CARD
ADDRESSING
CUSTOMERS
NEEDS
POST WITH
SHIRTS
LOKER’S
PRODUCT
INFORMATION
OFFERS, SALES
OR ANY KIND
OF DISCOUNT
SPONSORED
POST TO
NEWSLETTER
SIGN-UP
WEEKLY TIP
POST WITH
SHIRTS
LOKER’S
PRODUCT
INFORMATION

3
4
SEO
The SEO process will be divided into the following six stages:10
1. Stage 1: Evaluation & Planning
2. Stage 2: Execution
a. Optimization data creation
3. Stage 3: SEO implementation
a. SEO implementation execution for the entire site
4. Stage 4: Completion
a. On-page SEO completion phase
5. Stage 5: OFF-page Optimization
a. Link-building
6. Stage 6: Monitoring
a. Traffic report analysis
The total SEO process from initial “Evaluation & Planning” to the “SEO Execution” phase will roughly
take around 10 weeks for optimization. However this duration is subject to change.
PAY PER CLICK
The PPC campaign will be divided into the following phases:
Phase 1 (first 90 days):
 Data collection
 Campaign optimization
Phase 2 (Next 90 days)
Once the Adwords campaigns are working well, it is time to expand Shirts Locker campaigns
to other channels, in this case, after the first 90 days, the display advertising campaings will
start in order to expand ourt target to “Any shirt will do” segment.
Phase 3 (Thereafter)
On a weekly basis, we will perform routine maintenance on all Shirts Locker’s active
campaigns.
10
Keyword research will be carried out on the basis of data gathered from Google Adwords and the
Competitor analysis.
The optimization data creation will contain details of the on-page optimization. This includes Title Tag, Meta
Tags, Content optimization…

3
5
EMAIL
Open emails per month 13,266.977 (50000 new subscribers +23800 existing
subscribers) - usubscribers
Email CTR 500.16503
Order by email per month 25.008251 Considering increase in conversion rate to
5%
Email revenue per month £1,750.58
ROI 1.3980
COSTS per month: £500 + £229 (mailchimp software) = £7290 per 10 months (period Mar-Dec 2015)
PPC
Impressions 130000
Clicks 9100
CTR 7%
CPC £1.12
PPC Fees £10,192 £79,941 per 10 monts
Conversion rate 5%
AOV £70
Transactions 455
Total Revenue £31,850 Due to the diverse information about
profit margit this is not going to be
considered
Net profit £18,784
ROI 2.125
Agency cost:
£1,500 ppc set up + 20% ad spend = £17500 per 10 months (period Mar-Dec 2015)

3
6
SEO
Avg searches 130000
Clicks 16606
Conversion rate 5%
AOV £70
Transactions 830
Total revenues £58121
Cost £11500
ROI 4.054
Costs: £4500 (stage 1+stage 2) + £1750 rest of the stages

Digital Marketing Plan to Acquire Young Customers for Shirt Retailer

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