CIRCA 77Claire Blough, Ellen Dittrich, Scott Eichen, Tonisha Rahman, and Julio Santos

CONTEXT AND BACKGROUND INFORMATION

Circa 77 is a vintage retailer located in the town square in Denton, Texas and is owned by a mother and daughter duo, Janie and Christina

The merchandise mix consists of casual wear, formal wear, accessories, and shoes originating in every decade, from the 1920s to the 1980s

Circa 77’s target market are hip male and female college students who value individuality and enjoy experimenting with classic, vintage pieces.

CONTEXT AND BACKGROUND INFORMATION

They support a few local designers by selling their merchandise in store

They offer a wide variety of sizes for virtually every body type

CURRENT MARKETING STRATEGY

Two of Circa 77’s top competitors are located in the same area: 2nd Street on the Square Rhinestone’s Boutique

These retailer’s non-digital marketing strategies include advertisements and coupons in the free monthly college guides

Unlike 2nd Street and Rhinestone’s Boutique, Circa 77 takes the consumer directly to their Facebook, Twitter, MySpace, and YouTube pages, and their social media profile links are located at the bottom of the page.

CURRENT MARKETING STRATEGY

Additionally, Circa 77 has an Etsy online store that they are not currently utilizing.

All three retailers’ traditional marketing strategies are

minimal and their digital marketing strategies are almost non-existent.

SWOT ANALYSIS Strengths

-Promotions on website and social media sites-Location-Established target market-Only true vintage store

Weaknesses

-Lack of digital strategy development-Lack of social media involvement-Lack of online store-Inconsistent brand image-Multiple websites which cause confusion

Opportunities

-Updated website focusing on social media interaction and involvement-E-mail marketing-Increased awareness and sales

Threats

-Rhinestone’s boutique-2nd Street on the Square-A larger vintage store opening nearby

Current Marketing Strategy SWOT Analysis

CURRENT MARKETING STRATEGY DEFICIENCIES

Circa 77 currently occupies two websites and a Facebook page, which are not updated frequently, and a MySpace page that has not been effectively maintained.

The first webpage is essentially a place for customers to view a small selection of their products without price points, descriptions, or the ability to shop online.

MySpace is irrelevant and it is no longer a beneficial digital marketing tool.

CURRENT MARKETING STRATEGY DEFICIENCIES

Circa 77’s Facebook page, at first glance, appears to be well put together, but in actuality it is a page that lacks both interaction and consistent updating

The newer website is aesthetically pleasing, but overall it is poorly developed and lacks any appropriate digital marketing. Although there is a link for online shopping, like their other digital marketing strategies, it is inactive.

CIRCA 77 MYSPACE PAGE

Myspace is the least relevant social media platform May not be reaching target customer

PROPOSED DIGITAL MARKETING STRATEGY

Circa 77’s main focus will be centered around social media in order to grow brand awareness and generate business-to-customer interaction, as well as customer-to-customer interaction.

The best way that this retailer can ensure that their resources are being put to best use is to first, eliminate irrelevant media outlets, such as their currently inactive MySpace profile.

Their Facebook page needs to be more effectively developed before Circa 77 can claim to be an intermediate retailer.

PROPOSED DIGITAL MARKETING STRATEGY

The major issue with Circa 77’s Twitter page is lack of consistency. Generating a continuous flow of content will prevent consumers from losing interest in their brand

The new digital strategy on Twitter will incorporate interactive promotions.

The removal of Circa 77’s original website, as it is far less appealing than the most recent version

Circa 77 will need to launch an active Etsy account so that

they open up more opportunities for consumers to browse and buy

Price: $55.00 Price: $79.00 Price: $95.00

Dresses

Mock Up: Proposed Circa 77 Etsy Shop

Home · Women · Men · Features

USING METRICS

Twitter will be measured by number of followers, tweets, mentions, re-tweets, and conversations (through direct messages)

To ensure that Circa 77 is effective on all of their social media sites, social media leads will be measured according to web traffic breakdowns across all active social media programs.

Facebook will be measured similarly by the number of fans/subscribers,

likes, posts, events, comments, and number of attendees at the events

Circa 77’s online store will be measured by the online impact metrics. This

includes analyzing site visit length (bounce rate), product visit length, page revisits, shopping cart loads, coupon redemption, and revisits

USING METRICS

Circa 77’s online store will be measured by the online impact metrics. This includes analyzing site visit length (bounce rate), product visit length, page revisits, shopping cart loads, coupon redemption, and revisits

PROPOSED DIGITAL MARKETING SWOT ANALYSIS

Strengths

-Organized and interactive social media marketing (Facebook and Twitter)-Development and launch of online store-Low marketing cost by receiving high exposure on social media networks-Consistent brand image with one strong logo

Weaknesses

-Narrowing the focus to only two social media sites instead of all of the sites that Circa 77 is apart of-Because so much of the focus has to be spent on rebuilding their website and social media, it will require more time to really create great awareness around this retailer-Limited budget

Opportunities -Increased awareness and sales-Stronger customer relationships-Advancement in digital marketing such as e-mail marketing-Expand physical retail stores

Threats

-Rhinestone’s boutique-2nd Street on the Square-A larger vintage store opening nearby