2. SITUATION ANALYSIS
Company Background
Vera Bradley is a leader in fashionable,
colorful, cotton quilted handbags, accessories,
luggage, and paper and gift items for women
of every age.
Competitors
Kate Spade, Tory Burch, Coach, Ralph Lauren.
Target Audience
Women, between the ages of 15-30.
3. EXECUTIVE SUMMARY
Why are we here?
The campaign was created to retain, to
broaden, and to retain a loyal costumer base.
How will we reach the audience?
By developing a digital campaign, which will
differentiate the brand by focusing on the
sisterhood of girls all over the world, and how
all girls and women build each other up and
understand one another.
4. BUSINESS OBJECTIVES AND KPIs
SEO
Website should have HTML text, so that search
engines can index its content, consequently
ranking higher in search results.
Website’s Objective
To produce sales.
Analytics
Keep track of these conversions:
•Sales
•Subscribers to email list
•Social shares
5. THE BIG IDEA
Developing a digital campaign based on
modern video advertisements that state that
being a girl is being a champion, that feminity
is not a synonym of weakness but the opposite,
and that being a woman is much more than
wearing cute clothes and using makeup.
Use the videos to demonstrate that women are
able to do all kinds of things.
7. INBOUND
Content Marketing
Will utilize holidays and notable dates to make
relatable posts and advertisements in order to
build brand loyalty and create mindshare.
Blog Posts
Link all the blog posts to the social media
accounts and divide them into different
categories that can catch their audience's
attention, such as "DIY" and "Come by the
office”.
Email Marketing
Make all the content mobile-friendly.
8. SOCIAL MEDIA
Instagram, Twitter and Facebook
•Click to follow
•Click to website
Youtube
Pre-roll advertisements targeted by
demographic and keywords.
Pinterest
Utilize to create mindshare but not to
advertise products or the campaign.
9. ONLINE ADVERTISING
Paid online advertisements on:
•Buzzfeed
•Pandora
•Seventeen Magazine
•TED
•Pinterest
Clicking on the ads
Landing page: Accessories
section of website.
10. THANK YOU
Vera Bradley is a leader brand for women by
women, and it can stay on top if this digital
campaign is developed by following the
specified tactics.
I believe that with this campaign, the brand
could possibly reach and create mindshare
on a different market, while building brand
loyalty on the current target audience, which
would all lead to an increase of online sales.
