roxy digital strategy
TRANSCRIPT
ROXY DIGITAL STRATEGY2013
By: Cait Quinn
Current Demographics
Young women Ages 14 – 24 Athletic Stylish Fit Independent
ROXY SWOT Analysis
STRENGTHS• Specific target market• Established brand identity
OPPORTUNITIES•Social Media growth•Surfing/Snowboarding industries expanding quickly
WEAKNESSES•Negative media attention for lawsuits•Many competitors: Billabong, Volcom, PacSun
THREATS• Competition from other brands• US economy in recession
cCurrent Digital Strategy
Current #RoxyDARE campaign Encouraging customers to start “Pushing the
limits and living unique lives” Using incentives and social media to build this
campaign has been highly successful so far
Digital Strategy Changes
Adjust the hashtag for a wider audience #ROXYGirl
Use of a spokesperson, an up and coming female athlete to post bi-weekly YouTube and Vine videos with tips on leading healthy, active & stylish lives
By putting a face with the campaign, more press will naturally occur
New Strategy Cont’d
Enormous Facebook & Twitter push Daily pictures, videos, facts, etc. Keep the consumer interested & paying
attention Repetition is key
The more the consumer hears the name, the more it is on their mind
GoogleAd Words Line 1: Roxy Swim Suits for Summer! Line 2: Cute suits & surfwear for juniors Line 3: Buy online, save on shipping!
Budget
TOTAL BUDGET: $2,000,000
BREAKDOWN• $500,000 – Spokesperson• $90,000 – GoogleAd Words for 6 months• $410,000 • agency to run social media sites• video production• contest costs• miscellaneous costs
Mobile App
• Online shopping
• Coupons/Deals
• Campaign highlights
• Connected to Instagram account
Current and Projected Stats
Facebook: 2.8 million likesTwitter: 45,000 followers
Facebook: 3.5 million likesTwitter: 500,000 to 1 million followers
Current
Projected 6 Months
Evaluation of Success
Utilize GoogleAd Words metrics on their site
Social Media site growth – Radian6.com
Mobile Application downloads
Overall increase in Roxy sales over 6 months