TABLE OF CONTENTS
I.
Executive Summary
3
II.
Foundation
4-7
III. Goals & Strategies
7
IV. Audience
8 - 10
V. Choosing Platforms
11
VI. Objective & Tactics
12
VII. Schedule and Oversight
13
VIII. Analytics
14
IX. Iterate
14
X. ROI and Budget
14
XI. Summary
15
XII. Campaign Advertisement
15
XIII. Resources
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EXECUTIVE SUMMARY This report includes an analysis of Zara’s presence on social media along with an analysis of their past marketing strategies. “Who Wore It Best,” a new social media marketing campaign is proposed. In addition, this report includes identification of Zara’s target market, proposed marketing goals and strategies, social media platforms used, a schedule and oversight of the campaign, analytics, tools to measure ROI, and a planned budget. The proposed social media marketing campaign consists of a contest that will be held on Instagram. The reason for the contest only being held on one social media platform is so statistics are more easily and accurately measured. Regardless, participants are encouraged to share their participation on all social media platforms in order to help spread the word. Fans of Zara are encouraged to participate in the “Who Wore It Best” contest influenced by the great comedian and actress Joan Rivers. How the contest works is fans will take a picture of themselves wearing their favorite outfit or piece of clothing from Zara and submit it on Instagram. They will use the hashtag #WhoWoreItBest when submitting into the contest. The top 5 winners of the contest will receive a $100 gift card to spend at Zara. The goals of the campaign are to spread awareness about the brand and acquire new customers while keeping the loyalty of current customers.
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FOUNDATION Zara, the flagship brand of the Inditex Group, is a Spanish clothing and accessories retailer based in Arteixo, Galici. Zara was founded by Amancio Ortego and Rosalia Mera. Their first store opened in 1975 in A Coruna, Spain. Zara is looking to continue on the growth path that has been set through the company’s past and recent successes. The store hit the ground running as a trendy and affordable place to shop for teens and young adults. The clothing retailer has more than 2,000 stores worldwide. Zara is renowned for its ability to develop a new product and get it to stores within two weeks, compared to other retailers who take up to six months to do so. In 2014, Zara launched online sales in Mexico, South Korea, Greece and Romania with similar plans for Taiwan, Hong Kong and Macau in 2015. Zara stands at #58 on Forbes List for “World’s Most Valuable Brands. As of May 2015, Zara holds a brand value of $9.4 Billion. Zara’s biggest competitor is H&M. In fiscal 2014 (ended January 31, 2015), Zara had sales of $19.7 Billion compared to H&M with $20.2 Billion.
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Zara currently has a presence on Facebook, Twitter, Instagram, and Pinterest. The company currently uses these sites to post new or popular products on a daily basis. Social Media
Zara
22M
5.6M
950K
148K
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Team Capabilities I feel as though I am more than ready and capable to take on the challenge of implementing this new social media marketing plan for Zara. I believe I have the skill sets required in order to improve their presence on social media and acquire new clients while keeping my current ones. I believe all of this because of my experience with social media. In addition, I admit to being incredibly fashion obsessed while also being experienced in retail. I have had vast experience in the social media and advertising field and look forward to implementing my skills gained from previous experience into this new campaign.
GOALS & STRATEGIES Goals: 1. Increase brand awareness for Zara clothing apparel 2. Retain loyal customers and acquire new customers 3. Increase response presence on Facebook, Twitter, and Instagram Strategies: 1. Use Twitter, Facebook, Instagram, and Pinterest as social media platforms to increase the brand awareness for Zara 2. Use loyal customers to spread the word (share) through social media in order to acquire new customers 3. Create specific hashtags to use on social media in order to catch the attention of frequent users 4. Launch captivating social media contest on Instagram
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AUDIENCE Zara • • • • •
Target Market: Women and men 18-40 years old US shopper Budget conscious young professionals Fashionable people looking for affordable prices
Personas:
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PLATFORMS Twitter • 23% of adult Internet users use Twitter • Particularly popular among those under 50 and the collegeeducated • Twitter is a place to express your opinion and share your experiences – what better way to promote positive feedback – free brand ambassadors • You are able to generate more coverage by retweeting • Immediate assistance and resolution • Users have a higher tendency to follow brands than they do on any other brand • Majority of twitter users that follow a brand do so in order to participate and keep up with special offers, contests, and exclusive discounts. Instagram • 26% of adult Internet users use Instagram • 57% of users access the site on a daily basis • 43% of mobile owners aged 18-29 are on the site • Made for image friendly businesses Facebook • The most popular social media platform • 1.19 billion wordwide users • 73% of adult Internet users use Facebook • Evenly distributed demographics • Best platform for increasing awareness about your brand • Facebook advertising tool – target your ad not only based on basic demographics, but by job title, age of user, etc. Pinterest • 28% of adult internet users use Pinterest • Women make up 80% of Pinterest users • Women account for 58% of total online spending • Retains users over time – 84% of female pinners are still pinning in their 4th year of using Pinterest • Best platform for sales generation • Has the best ROI for businesses that fit its demographic base • Pinterest users use platform to get inspired on what to buy
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OBJECTIVES & TACTICS OBJECTIVES: • Reach a 30% participate for for the #WhoWoreItBetter Contest • Reach 1,000 likes on Facebook • Reach 1,000 retweets on Twitter • Gain 1,000 new followers on Instagram • Reach 1,000 repins on Pinterest TACTICS: • Facebook: To target young adults and teenagers, Zara will post twice a day (morning and afternoon), with a weekly schedule for each post. By liking the Zara page you will receive a 15% discount on your next purchase. Facebook’s Ad will also be created to increase sales and awareness. • Twitter: To target young adults and teenagers, Zara will tweet up to 3 times a day. Promoting new arrivals, awesome blogs, and events going on. This is in hopes of a return of retweets and favorites. • Instagram: To target young adults and teenagers, Zara will promote new arrivals and new fashion on Instagram by posting photos. These pictures will also be posted on Facebook, Twitter and Pinterest. In order to get the audience involved there will be a “Who Wore It Best” contest held and the winner will get an $100 gift card to spend at Zara. • Pinterest: To target young adults and teenagers, Zara will use promoted pins to show off the latest styles and new arrivals. Specifically with boards directed towards the target audience. TOOLS: • Hootsuite: Organize and schedule posts • Abobe Illustrator: Create graphics • Quintly: Track social media performance
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SCHEDULE & OVERSIGHT This social media-marketing plan will be carried out through the course of 5 weeks. Each week a winner will be announced. The campaign will start in May of 2016.
#WhoWoreItBest Campaign Schedule May 1st-June 5th Launch Contest May 4th
Release Advertisement
May 8th
Announce 1st winner
May 15th
Announce 2nd winner
May 22nd
Announce 3rd winner
May 29th
Announce 4th winner
June 5th
Announce 5th winner
June 5th
Contest Ends
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Instagram Facebook Twitter Instagram Facebook Twitter Instagram Facebook Twitter Instagram Facebook Twitter Instagram Facebook Twitter Instagram Facebook Twitter Instagram Facebook Twitter Instagram Facebook Twitter
Social Media Team Campaign Coordinators Graphic Design Team Social Media Team Social Media Team Social Media Team Social Media Team Social Media Team Social Media Team Social Media Team Campaign Coordinators
ANALYTICS Platforms: •
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Google Analytics o In order to track how many people clicked through a link on each social media platform o How many people visited contest page o How many people visited Zara’s website Facebook Ad Campaigns o Make a customized campaign on Facebook in order to catch the attention of clients Twitter Analytics o Determine engagement of various tweets Hootsuite o Consistently update all social media platforms o Plan a schedule to post o Track engagement with campaign
ITERATE I believe that starting out the campaign on just one social media platform will be successful because of the simplicity and easy accessibility of the process. This will also be easiest to measure the progress and results of the competition. If by doing the campaign this way were to not generate as much participation as wanted or expected, we would then expand the competition to other social media platforms, starting with Facebook.
ROI & BUDGET Budget:
Graphic Design Team (5) Campaign Coordinator Social Media Team (8) Hootsuite Subscription $100 Zara Gift cards (5)
Cost $20/hour $30/hour $15/hour $130/month $500
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CAMPAIGN ADVERTISEMENT
SUMMARY This #whoworeitbest campaign is a chance for Zara to brand themselves and expand their customer base. They are doing this by rewarding their loyal customers. They are creating something that is fun for them to do, while they are promoting the Zara brand, and have a chance to win a gift card in order to fill their closets with more of Zara’s brand items. This campaign will increase Zara’s social media presence and involvement with their customers on many different platforms, retain loyal customers, acquire new ones, and continue to succeed as one of the “World’s Most Valuable Brands.
RESOURCES
http://www.inditex.com/our_group/our_history http://www.forbes.com/companies/zara/ https://twitter.com/ZARA https://www.pinterest.com/zaraofficial/ https://www.facebook.com/Zara 15