2. Company Background
• Extensions of Em&Lee
• First store in College Station, TX
• Specialty Boutique
• Offering contemporary apparel at an
affordable price
Willa Boutique
3. Current Marketing Strategy
The Willa Marketing strategy is novice; virtually nonexistent and
relies on the marketing success of mother store, Em & Lee for
consumer awareness of the Willa Brand.
Locations
•Plano, Montgomery, Houston, College Station
Website
•Reliant on getting notice via the Em & Lee website – the
Em & Lee website is lacking in many digital marketing
aspects
Social Networking
•Em & Lee Facebook - Facebook is readily updated every
other day if not daily
Willa Boutique
4. SWOT Analysis
Strengths Weaknesses
•Specialty selection •E-commerce
•Price points -website
•Location -online store
-social networks
-mother retailer: E-commerce
•Location
Opportunities Threats
•Technology development •Power house retail companies
•Product development •Neighboring boutiques
•Partnership •Reliance on E-commerce
Willa Boutique
5. Deficiencies in the Current
Marketing Strategy
• Willa Boutique is a retailer that has multiple deficiencies in
their current marketing strategy
• Not using tradigital marketing to its full potential
• No traditional marketing presence
– No local advertising (magazines, radio, TV ads)
• Website doesn’t appear to be an e-commerce website where
consumers can shop or order online
• Separate Willa Boutique and Em & Lee
– Willa website, Twitter, & Facebook
Willa Boutique
7. Deficiencies in the Current Social
Media Marketing Strategy
• Not using social media tools to full potential
• Only tweeted once since August 5, 2011
• Vimeo link takes visitors to the Vimeo homepage
• Website has dead links which take visitors to pages with no content
• Definitely increase bounce rates
• YouTube link takes visitors to a video that is promoting an event at
Willa but the YouTube channel & other videos on the channel are
unrelated to the Willa brand.
• Not using these social media outlets to their full potential could
possibly be hurting their online traffic and traffic into brick &
mortar locations.
Willa Boutique
8. Traditional Marketing Strategies
• Email Blasts (once or bi-
weekly)
• Advertising in Local
Houston & Dallas
Periodicals
• Philanthropy
Involvement: fashion
shows & community
Events
• Press Releases
Willa Boutique
9. Digital Marketing Strategy
• Willa Boutique has not developed well,
we suggest using Google and Twitter as
our tools for their advancement.
• In order to grow, Willa Boutique must
have excellent social media metrics:
Digital communications , collect
demographic database to analyze our
consumers.
Willa Boutique
10. Digital Marketing Strategies
• Organic & Paid Search:
Google Adwords
• Social Media: Facebook,
Twitter, Tumblr, Pinterest,
Vimeo, YouTube
• Website Improvements:
Navigation, Color Scheme,
Dead Links, etc.
Willa Boutique
11. My Account Sign In Shopping Bag Keyword or item # GO
Willa Boutique
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Its All About The Shoe:
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Bold & Beautiful:
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Copyright 2012. www.willaboutique.com All Rights Reserved.
12. References
Donston, M. D. (2012). 5 Social media metrics that matter now. Information Week. Retrieved form
http://www.informationweek.com/thebrainyard/news/social_crm/232800254.
Kevin, M. (2011). Google tools: informing your digital strategy. New Media Drivers License. Retrieved from
http://newmediadl.cas.msu.edu/homework/283/68735
Maguire, J. (2006, January 30). E-commerce site design: Category pages. Retrieved from
http://www.ecommerceguide.com/solutions/building/article.ph_/E-Commerce-Site-Design-Category-Pages.htm
Roberts, J. (2012, March 28). Marketing terms that will reach the boardroom in 2012.
Retrieved from http://www.marketingweek.co.uk/strategies-and-tactics/cmo-
strategy/marketing-terms-that-will-reach-the-boardroom-in-2012/4000930.article
Wilcox, D. (Designer). (2010). Social media direct marketing brand marketing . [Web Graphic]. Retrieved from
http://www.maxwave.com.my/pull-marketing-why-small-businesses-do-it-better/
