2. +
Who is DSW?
Designer Shoe Warehouse
Discount shoe retailer
Nationwide chain
Specializes in women’s shoes
3. +
The Big Idea
The most profitable customer is
the life long customer.
DSW is a discount driven
retailer.
Who loves discounts? College
students
The collegiate crowd will be
pursued.
4. +
Who is she?
Average female college
student, 18-22 years old.
She is sophisticated digitally,
from Tumblr to Twitter.
Her wardrobe is just as varied
as her interests, and she
requires multiple pairs of
shoes.
She has disposable income,
if not a lot of it.
She is you, and she is me.
She is half this room.
5. +
Key Performance indicators
Instagram
Likes
Number
Shares/
of new
members with .edu
emails
Profit
increase in
stores within five miles
of a college campus
Participation
in social
media contests
6. +
Tools of The Trade
Facebook: Community, images, and interaction
Twitter: Notoriety and personal interaction
Pinterest: curator of contents and images
Instagram: a source to display collegiate pride and fabulous shoes
10. +
Summary
•
Easy to implement plan
•
Utilizes social media and digital
strategy
•
Economically feasible
•
Large, easy to reach target
audience
•
Easily quantifiable results