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Designer Shoe Warehouse Digital StrategyCarrigan McCatty

+Who is DSW?

Designer Shoe Warehouse

Discount shoe retailer

Nationwide chain

Specializes in women’s shoes

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The Big Idea The most profitable customer is

the life long customer. DSW is a discount driven

retailer. Who loves discounts? College

students The collegiate crowd will be

pursued.

+Who is she?

Average female college student, 18-22 years old.

She is sophisticated digitally, from Tumblr to Twitter.

Her wardrobe is just as varied as her interests, and she requires multiple pairs of shoes.

She has disposable income, if not a lot of it.

She is you, and she is me. She is half this room.

+Key Performance indicators

Instagram Shares/ Likes

Number of new members with .edu emails

Profit increase in stores within five miles of a college campus

Participation in social media contests

+Tools of The Trade

Facebook: Community, images, and interaction

Twitter: Notoriety and personal interaction

Pinterest: curator of contents and images

Instagram: a source to display collegiate pride and fabulous shoes

+Tactics

Student Discounts Campus contests

Scholarships

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Budget• $250 an hour• Ten hours a week for six months• $60,000• $5,000 given away a month in prizes• Total: $90,000

+Results?

Lifelong customers

An educated, soon to be well off group of customers

Relatively cheap ad campaign

Easy upkeep and maintenance

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Summary• Easy to implement plan• Utilizes social media and

digital strategy• Economically feasible• Large, easy to reach target

audience• Easily quantifiable results