2015 Digital Marketing Campaign

Express’s Manifesto

“We aren’t inventors nor – there are so few of those in the world of fashion today – nor are we

imitators, that is far too easy. At Express we are innovators. We find inspiration and trends from all over the world and interpret them in a

way that is uniquely Express. And we have become the preferred destination for the latest

trends.

Campaign Objectives

• Increase targeted traffic• Increase traffic to website and blog by 17% in first

quarter, then up to 20% at year end.

• Establish brand in social media• Increase our followers 15%

• Increase sales• Increase annual sales by 10%

• Become a resource

• Increase online visibility

• Establish company in online search

BIG IDEA

•#LoveExpress Video Campaign• Launch a video ad

inspired by the hashtag “#LoveExpress”

• Each model in video confesses something they secretly love

• Featuring the latest apparel and hottest Express trends

Target Audience

• Young adults 20-30

• Middle/Upper Class

• United States & Canada

• Multiple Lifestyles Occasions• Work• Casual• Party (Going out)

Campaign Strategy

• Distribute through Social Media Channels• Instagram• Twitter• Facebook

• Express Blog

• 15% Coupon Incentive

• Hashtag: #LoveExpress

• Digital Ads

• 6 Month Campaign• Campaign will carry the company

through the summer to aid the spring/summer sales

Tools & Tactics

• Google AdWords

• Pay-per-click

• Keywords:• Work apparel, work

clothes, dress clothes, suits, party outfits, going out clothes, jeans, jeanwear, dresses, Express, love express,

Example Ads:

Ladies dress suitsSelect your perfect fit nowEditor/Columnist pants BOGO 50 %http://www.express.comclothing/wom

Mens jeansRocco Slim Fit Straight LegMens Jeanswear pants BOGO $29.90http://www.express.com/clothing/men/jeans/

Budget

• Revenue for the fiscal year of 2014: $100.9 billion

• Advertising-to-sales ratio: 8-10 % of revenue

• Digital Marketing budget: roughly 1/3 of advertising budget

• Digital Marketing budget= about 3 billion.

Key Performance Indicators

• Google Analytics• Monitor hashtag:

#LoveExpress

• Search Engine Optimization• title, tags, meta

descriptions

• Social Media• Keep track of followers

• Sales Tracking• Compare sales before,

during, and after campaign

Summary

• Kick off digital campaign with a video ad

• Digital PR through inbound marketing• social media accounts• Google AdWords• Blog• Express Website

• Measure our success through sales, Google Analytics and social media accounts

Thank you for your time, Questions?