Roxy digital strategy
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Transcript of Roxy digital strategy
![Page 1: Roxy digital strategy](https://reader036.fdocuments.net/reader036/viewer/2022081514/558ec34e1a28aba7468b45c8/html5/thumbnails/1.jpg)
ROXY DIGITAL STRATEGY2013
By: Cait Quinn
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Current Demographics
Young women Ages 14 – 24 Athletic Stylish Fit Independent
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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
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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
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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
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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!
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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
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Mobile App
• Online shopping
• Coupons/Deals
• Campaign highlights
• Connected to Instagram account
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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
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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