1. Prepared Deborah Cecatiello
May 28, 2011

2.  Abundance of existing inventory but limited
sizes, odd lots, etc.
 Truly unique patent-pending FitWiseTM waistband
technology
 Offseason challenges (Spring is biggest selling
season for maternity clothing since most babies
are born between August and November)
 Products available online and offline
 Database of existing customers (14) is small and
of limited use (women come in and out of the
market)

3.  Currently selling lower priced Capri pant featuring
FitWiseTM technology on JCPenney online (licensee)
 Competition has more product, bigger websites, and more
variety…
 (more upscale “boutique” shopping site)
 (traditional shopping site)
 (niche website, accessories)

5. Type Statistics Type Statistics
Unique Visitors 3.84-4.58 avg. Visitors 4.16-6.09 avg.
Per Day Per Day
Depth of Visit Pages Visited: 1; Depth of Visit Pages Visited: 2;
visits: 77-82 Visits: 30-34
Depth of Visit Pages Visited: 3; Depth of Visit Pages Visited: 4;
Visits: 10-22 visits: 6-13
Time on Site 1 minute; 106- Time on Site 2 minutes: 8
153 visits visits

6. Type Statistic Type Statistic
Loyalty 1 visit; 90-97 Loyalty 2-5 visits; 8-13
visitors visitors
Country: USA 162 visitors; 81.4
to 85.71%
Region : CA 5 up to 44 visitors;
3.88 up to 23.28%
Region: NJ 24-38 visitors; 18.6
to 20.11 %
Region: 27 visitors; 14.29%
Unknown

7. Type Statistic Type Statistic
City: San 30 visitors; City: Union, NJ 20 visitors; 10.58%
Francisco 15.85%
Page Exit Link Count Percentage
/Pants- Home 4 8.51
Jeans_c24.htm
/login.sc Contact Us 1 2.13

8. Description Statistic Statistic Statistic
Page Views 12 on May 2n 15 on May 6th 17 on May 11th
(Spikes)
Pages: Home :27 seconds; 29%
page
Entry Page:
70%
Home
Home page 94 bounces; 58%
Page Exit Link Count Percentage
/Home_Page.htm
PantsJeans 17 22.67
l
/ (home page) PantsJeans 11 14.67
/Home_Page.htm
Skirts 5 6.
l

9. Domain Referrals Percentage
www.google.com 21 27.63
www.pnmag.com 21 27.63
www.mommieswithsty
11 14.47
le.com
www.linkedin.com 6 7.89
shop.viviqueapparel.c
2 2.63
om
www.facebook.com 2 2.63
www.bing.com 2 2.63
thestir.cafemom.com 2 2.

10. Visitors 4.58 avg. “unique” visitors and 6.09 avg.
visitors per day
Entry Page/Time Spent Most visitors entered the site via the home page
but only spent about :27 seconds there
Best days Mon, Tues, Wed & Friday… NOT on a weekend!
County, Region, 85% of visitors from the USA. Regions/cities
& City of Origin avg. across the country from .75-6% but there
were odd “spikes” from San Francisco, CA and
Union, NJ
Exits Link Only 5 people out of 47 exited the site from the
“contact us” page v.s.19 from the “home” page

11.  Effectiveness of current keywords is
negligible since most people are finding your
site using your brand name.
 You don’t have enough visitors…so you need
to more traffic to your site.
 Visitors are mainly staying on the home
page…and not for very long before they exit
the site, probably because they are not
finding what they want. Make sure home
page is engaging and gives people a reason to
navigate to other pages.

12.  Visitors come from all over the USA but there
is interest in other countries…this is
important if you’re considering PPC ads
 Referrals sources offer opportunities for link-
building program
 36 IT “errors” and “bad resource links” need
to be fixed to aid SEO
 You have no conversions (probably because
there was no way to order anything and
because people weren’t staying on the site
long enough to get this far)

13. Business goals
 Identify, align business relationship between
Vivique, FitWiseTM and Licensees
 Drive more traffic to website in order to increase
online sales
 Sell out remaining inventory
 Increase size of database (obtain email
addresses through log ins, e-newsletter sign ups,
VIP sales, customer feedback forms, etc.)
Marketing Goals
 Generate awareness of Vivique and FitWiseTM
technology
 Increase exposure among “influencers”
 Increase referrals

14.  Optimize Website including solicit email
addresses
 Aggressively engage with Social Media
 Focus on months where demand is heaviest
 Copy best practices from competitors where
possible
 Drive referrals and testimonials using existing
database i.e. “Tell a friend and get…”
 Outreach to celebrities
 Increase off-line promotion

15.  Aggressive research to find pregnant
celebrities and obtain agent contact
Information
 Outreach to costumers, dressers, personal
assistants, etc. through LinkedIn Groups i.e.
Fashion Marketing Group
 Determine what does into package?
 Draft letter to agents
 Follow-up phone call
 Follow-up letter/feedback/photos

16. Generate traffic to
Generate “buzz”
website for purpose
among the press?
of purchasing?
Set Social
Media Goals
Increase Facebook Increase awareness
fan base? among bloggers?

17.  You! Blog posts and LinkedIn Groups
 Journalists
 Pick up story ideas
 Reviews the product
 Bloggers
 Pick up story ideas
 Include links to your website
 Reviews your product
 Celebrities
 Wears your clothes and is photographed
 Wears your clothes and endorses (one can
dream!)

18.  Twitter
 Especially important in reaching members of the press,
bloggers, magazine publishers, etc.
 Facebook
 Important for engaging with customers
 Youtube
 Videos of models wearing clothing
 Flikr
 Photos of product, you, FitwiseTM waistband, etc.
 LinkedIn
 Personal Profile
 Company Profile
 Start/participate in groups i.e. “moms extraordinaire”
“pregnancy experiences” “MomsToBeDepot”

19.  Always promote Vivique Apparel and FitWiseTM
together to establish solid connection and recognition
among target market and bloggers
 Develop a “library” of content including stories
about products, customers, stores, sales, etc. (posts
can be repeated since women are coming in and out
of the market)
 Monitor news wires, Twitter feeds and blogs, etc. for
interesting links related to pregnancy, babies,
maternity clothing, technology, etc.
 Sync Twitter, Facebook, Youtube, Flickr, Blog posts to
maximize exposure

20.  Promote “websites we like” to drive traffic to online
retail licensees carrying clothing featuring FitWiseTM
technology. Need to drive sales of lower priced lines.
 Monitor on a consistent basis and engage in
“conversation”, re-tweet, re-post comments,
respond to comments in order to build recognition of
the Vivique brand
 Offer free products to important “influencers.”
 Share on Social Bookmarking and other Fashion Sites:
Del.ic.ious, Diggit. Reddit. Chiq.com,
Fashiolista.com, etc.

21.  Monthly posts revolving around holidays and
events
 Miscellaneous posts including links to helpful
websites or news articles, tips, quotes
 Ask readers for ideas on new topics for
discussion with a poll or survey etc.
 Contests (“Like us” and be entered to win…)
 Customer/product photos and testimonials
 Planned sales. Sales would have a series of posts
associated with them , i.e. “look for upcoming
sale” “this week only” “sale ending soon” “you
missed it but….”

22. June July August
• Outdoor • Red, white & • Tips for
dining blue holiday vacationing
• FitWise family while
Technology traditions pregnant
• Sale: Capri • How Vivique • Maria’s story—
pants (link) makes your working in
• Who is dollar go summer while
Vivique? further in this pregnant
economy • Salt: skirts or
• Sale: tops or focus on skirts
focus on tops

23.  Search Engine Optimization
 Indexing
 Keywords (relevance, density, frequency)
 Inbound Links (people, websites linking to your
site and links from page to page)
 Updates (new products, news, sales, etc.)
 Content, content, content
 Store locations, sales, testimonials, videos, blog
 MonitorGodaddy.com & Google Analytics to
evaluate keywords, traffic source, sales, etc.

24.  Goal of e-mail campaign is to drive traffic to your site to get
more information, promo code, coupon, etc.
 Import all e-mail addresses from Database, LinkedIn, Website,
etc. Include customers, prospects and media.
 Send e-mails that are formatted, scheduled, and offer value
 Test different offers, creative, etc.
 Ideas…
 Thank you
 Referral program
 Ask for reviews
 Contests
 Coupons
 News
 Tips
 Events (come see us at the “….show”, seminars, webinars)

25. Shopping
Search Engines
Viviqueapparel.com
Organic
Search Paid Search

26.  Threeseasonsmaternity.com
 Magazines
 Conceive
 Pregnancy & Newborn
 Parenting
 PR Web
 Blogs
 New York Magazine’s The Cut
 Fashionista
 Paperclippy
 The Style Sample
 The Working Wardrobe
 The New Professional
 Shop It To Me
 Employed Panache

27.  Blogs, continued
 Jane Has a Job
 Style Underdog
 Mizhattan
 Theory
 12:04
 Net-a-porter
 Lands End
 Garance Dore
 Cupcakes and Cashmere
 Style.com
 The Bag Blog
 Rags Against the Machine
 Refinery 29

28.  Blogs, continued
 Mommy-gets-dressed.blogspot.com
 Babycenter.com
 Maternitywear.toplisted.net
 The bragging mommy.com
 Pregnancyfashion.sheknows.com
 Celebritybabies.com
 Americanbaby.com

29.  Google Pay-per-click
 Microsoft AdCenter
 Shopping Search Engines (TBD)
 Google Products
 Shopzilla.com
 Totsy.com

30.  Survey/Feedback forms shipped with every order
 Personal appearances & In-store demonstrations
 Schedule seasonal sales
 BtoB: trade & fashion shows/conventions
 Networking
 Offline publicity: speaking engagements, radio
interviews, letters to fashion & family editors
 Family charities (gifts-in-kind)
 QVC (for Three Seasons Maternity brand)
 Mobile Marketing (up and coming in fashion!)
 Outreach to Doctor’s offices