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Digital Marketing StrategyBy Nikki Wickham

+Company Overview

Company Type: Athletic apparel.

Target Market: Yoga practitioners and runners, men and women, between 18 and 55 with an income of $40,000+

Known for their high-performance, trade marked fabrics which boast comfort and sweat-wicking capabilities in fashionable designs.

+Challenges and Goals

Challenge - Continued Growth: Earned $1 billion in fiscal 2011 and 2012 sales are forecast at $1.3 billion, the company would like to continue this growth.

Challenge - Community: With a large number of social media outlets, the company reaches a large number of customers but builds no real sense of loyalty.

Goal – Industry Leader: Lululemon has grown tremendously since its inception but wants to continue that growth in the athletic apparel market.

Goal – Further Reach: The company needs to connect even more with customers in the future.

+Integrated Theme

Be Comfortable, Be Free, Be You.

A very uplifting message for all customers. Lululemon empowers you to reach your goals.

+Digital Marketing Strategy

Budget: $1 million (1% of profits)

Timeline: January to April People are usually trying to get into shape because of a New Years

resolution or trying to get fit for summer. We want to hit that audience.

Company Website & Email, Online Advertising & Mobile, and Social Media

+Company Website & Email

Website ($250,000) SEO strategy with keywords placed in the HTML code Help drive search traffic to the site Targeted landing pages

Email ($50,000) Loyalty program Quarterly discounts Weekly updates on what’s new

+Online Advertising & Mobile

Online Advertising ($300,000) Google ads to help drive search traffic Facebook ads Banner ads on blogs and relevant sites

Mobile ($300,000) Mobile website Create an app Interactive mobile ads Mobile banner ads

+Social Media

Facebook ($100,000) Current Facebook page markets the brand Needs to engage more with customers, give them an incentive

Twitter & Pinterest ($100,000) Current methods of engaging with customers are working Great ways to bring customers to the Lululemon website

YouTube $500,000) Currently has product demo videos Could create instructional videos and allows users to view for free or as part of a

loyalty program

Blog ($200,000) Provides useful information for customers on yoga, running, and leading an active

lifestyle Would be a great place for loyalty program offers and discounts

Expansion/Emergency Fund $100,000) Other social media sites like Tumblr could also be used to connect with consumers Money to spare in case we need more in one area

+Metrics of Success

Increased ROI of 20% or higher Compare ROI before and after marketing strategy

implementation.

Increased customer engagement Compare customer engagement by viewing number of

Tweets, Facebook hits, and blog responses logged compared to the past.

Increased traffic to the Lululemon website View Google analytics to see if traffic to the site has

increased since the marketing strategy launched.

+Conclusion & Thank You

Lululemon is a growing and successful company. With strategies suggested in this marketing plan, along with

strategies currently implemented, Lululemon should see an even greater increase in sales for many years to come.

THANK YOU!