Digital marketing strategy for the brand/company Lululemon Athletica.

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Digital Marketing Strategy
By Nikki Wickham

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Company Overview
 Company Type: Athletic apparel.
 Target Market: Yoga practitioners and runners, men and
women, between 18 and 55 with an income of $40,000+
 Known for their high-performance, trade marked fabrics which
boast comfort and sweat-wicking capabilities in fashionable
designs.

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Challenges and Goals
 Challenge - Continued Growth: Earned $1 billion
in fiscal 2011 and 2012 sales are forecast at $1.3
billion, the company would like to continue this
growth.
 Challenge - Community: With a large number of
social media outlets, the company reaches a large
number of customers but builds no real sense of
loyalty.
 Goal – Industry Leader: Lululemon has grown
tremendously since its inception but wants to
continue that growth in the athletic apparel market.
 Goal – Further Reach: The company needs to
connect even more with customers in the future.

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Integrated Theme
 Be Comfortable, Be Free, Be You.
 A very uplifting message for all customers. Lululemon
empowers you to reach your goals.

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Digital Marketing Strategy
 Budget: $1 million (1% of profits)
 Timeline: January to April
 People are usually trying to get into shape because of a New Years
resolution or trying to get fit for summer. We want to hit that audience.
 Company Website & Email, Online Advertising & Mobile, and
Social Media

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Company Website & Email
 Website ($250,000)
 SEO strategy with keywords placed in the HTML code
 Help drive search traffic to the site
 Targeted landing pages
 Email ($50,000)
 Loyalty program
 Quarterly discounts
 Weekly updates on what’s new

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Online Advertising & Mobile
 Online Advertising ($300,000)
 Google ads to help drive search traffic
 Facebook ads
 Banner ads on blogs and relevant sites
 Mobile ($300,000)
 Mobile website
 Create an app
 Interactive mobile ads
 Mobile banner ads

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Social Media
 Facebook ($100,000)
 Current Facebook page markets the brand
 Needs to engage more with customers, give them an incentive
 Twitter & Pinterest ($100,000)
 Current methods of engaging with customers are working
 Great ways to bring customers to the Lululemon website
 YouTube $500,000)
 Currently has product demo videos
 Could create instructional videos and allows users to view for free or as part of a loyalty
program
 Blog ($200,000)
 Provides useful information for customers on yoga, running, and leading an active lifestyle
 Would be a great place for loyalty program offers and discounts
 Expansion/Emergency Fund $100,000)
 Other social media sites like Tumblr could also be used to connect with consumers
 Money to spare in case we need more in one area

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Metrics of Success
 Increased ROI of 20% or higher
 Compare ROI before and after marketing strategy implementation.
 Increased customer engagement
 Compare customer engagement by viewing number of Tweets,
Facebook hits, and blog responses logged compared to the past.
 Increased traffic to the Lululemon website
 View Google analytics to see if traffic to the site has increased since
the marketing strategy launched.

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Conclusion & Thank You
 Lululemon is a growing and successful company.
 With strategies suggested in this marketing plan, along with strategies
currently implemented, Lululemon should see an even greater increase in
sales for many years to come.
 THANK YOU!