Digital Strategy Presentation on J.Crew for NMDL 420

1. J. C
DIGITAL CONTENT STRATEGY
By Andrea Reynolds

2. COMPANY OVERVIEW
• First
clothing
catalog
1983
• Retail
and
outlet
stores
in
US,
Canada,
and
London
• Over
100
global
e-­‐
commerce
sites
• Known
for
“preppy
American
sportswear
with
eclecHc
details”

3. TARGET AUDIENCE
• Young professionals
• 25-35 YOA
• Enjoy quality, classic
fashion
• Social media users
• Smartphone owners

4. STRATEGY: ENGAGE & BUILD
Our strategy is to utilize our target audience’s
advanced and prominent usage of mobile devices
and social media by incorporating more image-
rich content from J.Crew and consumers in an
effort to engage and build the J. Crew brand
community.

5. CURRENT SOCIAL STATE

6. TRANSFORMED SOCIAL STATE
ENGAGE
& BUILD
#JCrew
“Show us
your favorite
striped shirt
outfit.”
#JCrewcontest
“What do you
think of fall’s
blue and gray
trend?”
“33 Reasons
why metallic
oxfords
rock.”

7. TOOLS & TACTICS
• Create Conversational Content
– Relevant, interactive, sharable
– Mention people, businesses
tagged
– Questions, thoughts, comments
• Promote Involvement
– Contests/Sweepstakes
– Hashtags
• Define and Curate Brand
Identity
– Consistent hashtags #jcrew
– Curate company and audience
photos & tweets to build
community

8. KEY PERFORMANCE INDICATORS
• Increase in followers
• Increase in likes,
comments, tweets,
retweets, mentions,
shares
• …and more J. Crew
selfies

9. BUDGET
• According to an NY
Times article, J.Crew’s
advertising budget) in
2011 was $6.7 million
dollars
• $6.7 million dollars