2. DSW INC
TARGET MARKET
Women ages 18-45
Fashion-Forward
Enjoy keeping up on the
latest trends
Want style, quality and
affordable prices
COMPANY OVERVIEW
Wide variety of shoes for
women, men and kids
As of April 2012, Total
Worth of $2B
3. CHALLENGES AND GOALS
STRENGTHS WEAKNESSES
-Wide Designer Product -Concentration on one market
Offerings -Lack of Product Offerings
-DSW Rewards Loyalty Program
-Overall Value of Products
OPPORTUNITIES THREATS
-Sales from DSW Website -Major Competition from other shoe
-Growing Trend of Digital retailers
Commerce
-Business Growth/Expansion
-DSW Rewards to attract new
customers
-Digital Marketing
4. CAMPAIGN FOR DSW
DSW’s new Campaign should
focus on their overall brand
message
Since DSW is about giving their
customer great designer fashions
at affordable prices, their new
campaign will consist of starting a
community of their customers best
designer finds at their store.
Incorporate a mix of social media,
mobile marketing, internet
marketing and a weekly style blog
written by a different style expert
each week
“Life’s too Short to Sacrifice Great
Designer Fashion, find great deals
at DSW”
5. FACEBOOK STRATEGY
Encourage Facebook Fans to post pictures of their favorite DSW
finds and their savings at DSW
Optimize Facebook Content by positing videos, pictures and
building a vibrant online community
Create Contests for Fans and give exclusive deals to Facebook
fans
Utilize Facebook’s advertising options to better reach target
market
6. TWITTER AND YOUTUBE STRATEGY
Twitter
Gain More Twitter followers
by posting Tweets to
Facebook
Interact with followers and
make content engaging
YouTube
Post weekly Video Blogs
featuring different style
experts
Encourage Fans to post
videos of their favorite DSW
shoes
7. GOOGLE ADWORDS AND INTERNET MARKETING
GOOGLE ADWORDS
Through Adwords, make
DSW the top search result
Create top awareness in
consumer’s minds
INTERNET MARKETING
Build awareness of DSW by
placing well-designed ad on
a variety of websites
Reach target market by
making sure internet ad
reaches the right people
Place ads on Facebook
8. MOBILE MARKETING
Develop a Mobile App
where Customers can
easily shop on DSW’s
website on the go on both
Apple and Android
interfaces
Place Ads on Application
to earn revenue
Incorporate Mobile
Shopping as well as Style
Tips and Blogging on App
9. BUDGET ALLOCATION
CATEGORY NAME BUDGET
SOCIAL MEDIA FACEBOOK $2M
SOCIAL MEDIA TWITTER $250,000
SOCIAL MEDIA YOUTUBE $250,000
MOBILE MARKETING MOBILE APP $1M
BLOGGING $250,000
INTERNET $2M
ADVERTISING
GOOGLE ADWORDS $250,000
TOTAL $6M
Allocate Digital Marketing Budget over a 6 month period between
March 2013-September 2013 to advertise new spring/summer and
fall/winter shoes during this time period
10. METRICS TO MEASURE SUCCESS
Use Google Analytics to
track web traffic on blogs,
ads, Facebook and Twitter
Use YouTube
likes/comments, Facebook
Fans and Twitter Followers
to measure success
With PPC through digital
advertising, measure the
amount of clicks on
advertisements