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

Facebook

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

Social Media Strategy

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

F R A M E W O R K S C R E A T I V E S

THANK YOU

Elgin Braggs Morgan Farruya Spencer Merryman Kristen Spencer