Social media marketing/Seo expert and digital marketing
Chelsea cota JIBRI Digital Marketing Proposal
1.
2. • Started in 2006 by Jasmine Elder in Atlanta, Georgia
• Jibri Designs have been worn by many celebrities and singers:
•Tess Holliday, Amber Riley, Brittany Howard, Gabourey Sidibe, and Jill Scott
• Product: Plus size wedding, business, and casual wear for women.
• Financial Information: <1 million dollars in revenue annually. Exponential revenue
growth without a retail space.
4. CAMPAIGN OBJECTIVES:
• Increase brand awareness
• Increase traffic to online store
• Increase social media engagement
• Convert through social media native
advertising and website banner ads.
• Generate leads through social media, email,
and paid advertising.
5. ADVANTAGE: ONLINE BRAND WITHOUT
RETAIL LOCATION
With the advent of the internet, many fashion
businesses are able to sustain themselves entirely
digitally via social sharing and word of mouth.
JIBRI is a great example of a brand that started
online and thrives without the need for a permanent
physical location.
7. TARGET AUDIENCE: FASHION-CONSCIOUS WOMEN SIZES 16-24
• Ages: 25-50
• Follow current plus size influencers like: Gabifresh, The Curvy Fashionista,
Tess Holliday
• Professional women with disposable income underserved by commercial
retail.
• Upper middle class, upper social economic class.
8. STRENGTHS V WEAKNESSES
Strengths: Strong, recognizable aesthetic.
Editorial inspired.
Visually appealing website
Opportunities: International recognition and growth, leveraging
digital marketing practices to grow digital presence and increase
brand awareness
Weaknesses: Editorial price, low commercial brand awareness, not
utilizing all social channels, not using paid search, paid social, or
display ads.
Threats: Over saturated online marketplace with big players such
as Forever 21, Eloquii, and Elvi (UK)
9. CURRENT DIGITAL PRESENCE
Platform Detail
Website ✓ Website is visually appealing, responsive design
Twitter ✓ 4k Followers. Posts 2-3x per week.
Facebook ✓ 30k Followers. Facebook posts about 1-2x per week.
Pinterest X
Instagram ✓ 60K followers . Instagram posts 1-2x per week.
Youtube X
Blog X
SEM X
Display X
Email ✓ Email campaigns are active every 2 weeks.
10. WHAT ARE WE WORKING AGAINST?
Low Brand Awareness
Market Saturation
11. PROPOSALS FOR DIGITAL MARKETING
Utilize paid digital media across mobile: smartphone and tablet.
Publishers: Instagram (Native), The Curvy Fashionista (display),
GabriFresh (influencer)
Paid Social: Instagram, Twitter, and Pinterest
Native Advertising on Social is key: utilizing social media
advertising to target and advertise to potential customers already
involved with the fashion community.
12. SOCIAL MEDIA OBJECTIVES
Pinterest: Generate boards to curate style, promote
new launch, offer exclusive deals.
Facebook: Utilize native advertising for Facebook
users who like the Jibri page as well as industry
specific influencers and brands.
Instagram: Utilize native advertising for
Instagram users who are engaged with industry
influencer profiles.
14. EDITORIAL PLACEMENTS
Blogs are the furnaces of the
social media sharing world.
Their content is shared on
social media, which feeds
traffic to the online store as
well as back to the blog.
