Nordstrom

New Media Marketing StrategyKelsey Cocke

History• Nordstrom, Inc. is one of the nation's leading

fashion specialty retailers, with 208 U.S. stores located in 28 states

• Originally founded in 1901 as a shoe store in Seattle, Washington

• Operates 115 Full-Line Stores, 90 Nordstrom Racks, two Jeffrey boutiques and one clearance store

• Serves customers through its online presence and through its catalogs

• Publicly traded on the NYSE under the symbol JWN

Philosophy

• Focus on catering to customers' needs, individually

• Created fashion departments that fit individual lifestyles

“Offer the customer the best

possible service, selection, quality, and value.”

– John W. Nordstrom

Greatest Strength

• Nordstrom has found that providing excellent customer service is reflective of the communities that it serves

• Having a workplace that attracts and supports diversity benefits the customers and the employees

• Each employee has the opportunity to realize their potential and contribute to the success of the company

Greatest Challenge• Building a strong Online presence• Adequate online marketing tools

Goal• Enhance Mobile and Web

presence through an individualistic “Fashion Show” Theme campaign– Transform buyer personas

into real life people• The “Suri Cruise/Kingston

Rossdale Mini fashionista”• The Junior High School

bandwagon look• The High School “Best

Dressed” Award• The collegiate campus go-to

outfit• “Dressed to Impress” business

attire• Social events and Special

occasions• Self-expression accessories• Self-care Beauty Products

Key Components• Research buyer

personas to locate niche market

• Develop Public Relations campaign to incorporate company values of diversity and individuality

• Search Engine Optimization Techniques

• Create a blog to encourage customer Feedback

• Promote Online Shopping

Budget Allocation

• $100,000 for Individualistic “Fashion Show” online advertising

• $50,000 for Public Relations agency (Campaign Design)

• $100,000 for Project Tools• $50,000 for Miscellaneous

Project Fees• Project Total: $300,000

Budget

Campaign Timeline• 6-12 months, in preparation for Mid-

Summer launch and upcoming Fall season

• Campaign will be launched on July 1, 2011 for the 2011 Fall fashion line

• Fall is the Season of Fashion

Metrics of Success• Cost Per Click (CPC)• Facebook: Number

of fans and number of “Likes”

• Google AdWords• Google Analytics• Google Insights• Trackur• Twitter followers