Shoe BankWEB MARKETING PROPOSAL

Marketing on the Internet will help Shoe Bank solve key

PROBLEMS.

THE RIGHT PRODUCT IS NOTBEING PUT INTO THE

HANDS OF THE RIGHT PEOPLE.

Shoe Bank’s biggest media problem is that

RESEARCH

Through my research, I found that although Shoe Bank’s target audience is college students, many of the products sold in the store appeal to customers outside of that age range, and many of thecustomers who actually shop at Shoe Bank on a regular basis are also outside of the traditional college age of 18-22.

Some students on campus, particularly men, do not know that there is such a store as Shoe Bank in Stillwater and the majority of students I spoke with were not aware of the full range of productsthe store offers.

Some of Shoe Bank’s most important strengths are the store’s location and size, located in a convenient shopping center with a lot of square footage. The variety of products on sale is also a strengthin that there is quite literally, something for everyone and at a wide variety of price points. The store also has a the benefit of having been in Stillwater for many years. Shoe Bank also has the opportunityto grow on the Internet. Retail sales online is a huge industry, and Shoe Bank has a great opportunity to leverage the assets of the brick and mortar store and start selling products online. The Internet alsooffers a great marketing opportunity that would raise awareness of the store and its products to customers and potential customers.

Although Shoe Bank is located in a busy shopping center, it is located a couple miles away from campus, so students who do not venture farther than Campus Corner may not be aware the store is evenin Stillwater. It is also important to note that there is a lot of competition for what Shoe Bank sells, both with brick and mortars and with online stores. It is important to differentiate from competitors.

RESEARCH

Through my research, I found that although Shoe Bank’s target audience is college students, many of the products sold in the store appeal to customers outside of that age range, and many of thecustomers who actually shop at Shoe Bank on a regular basis are also outside of the traditional college age of 18-22.

Some students on campus, particularly men, do not know that there is such a store as Shoe Bank in Stillwater and the majority of students I spoke with were not aware of the full range of productsthe store offers.

Some of Shoe Bank’s most important strengths are the store’s location and size, located in a convenient shopping center with a lot of square footage. The variety of products on sale is also a strengthin that there is quite literally, something for everyone and at a wide variety of price points. The store also has a the benefit of having been in Stillwater for many years. Shoe Bank also has the opportunityto grow on the Internet. Retail sales online is a huge industry, and Shoe Bank has a great opportunity to leverage the assets of the brick and mortar store and start selling products online. The Internet alsooffers a great marketing opportunity that would raise awareness of the store and its products to customers and potential customers.

Although Shoe Bank is located in a busy shopping center, it is located a couple miles away from campus, so students who do not venture farther than Campus Corner may not be aware the store is evenin Stillwater. It is also important to note that there is a lot of competition for what Shoe Bank sells, both with brick and mortars and with online stores. It is important to differentiate from competitors.

SOLUTIONS.With proper research and good use of the Internet, Shoe Bank

can enjoy some very exciting 2“Where the heck is the website for shoe bank????!!!!!!!!!!!!!!!!”

Excerpt from a real customer review on insiderpages.com

FACEBOOKFACEBOOK

THE REGULARSPROGRAM

THE REGULARSPROGRAM

SHOEBANKSHOES.COMSHOEBANKSHOES.COM

12

3

As of 2009, 96% of OSUstudents have a

Facebook account.

“Where the heck is the website for shoe bank????!!!!!!!!!!!!!!!!”Excerpt from a real customer review on insiderpages.com

FACEBOOK

FACEBOOK

Because Shoe Bank’s target audience is college students, there is no better site to reachthis audience than Facebook. As of 2009, nearly 96% of all OSU students were on Facebookand with higher enrollment numbers this year, that number is expected to be even greater.Shoe Bank cannot afford to miss out on the opportunity to reach these students. Also, thefastest-growing demographic for new Facebook accounts is women over 55, which meansthat Shoe Bank’s account is a great way to reach a wide variety of their customers.

This is something that the store agrees with, because Shoe Bank already has a Facebookpage. However, by adding a few features, the impact of the page would really be increased.As an example of a successful retail store with a great Facebook page, I researched ModCloth.With more than 100,00 Facebook fans, ModCloth has a lot to teach other retailers about successful online marketing.

For Shoe Bank’s Facebook page, there are several upgrades that can be made to boost theoverall effectiveness of the site and ultimately lead viewers to the website. The goal of theFacebook page is to make it both entertaining and different from the website. Redundancybores viewers.

The site would be made interesting with a variety of photo albums featuring pictures not postedon the website. These pictures would feature a variety of products, from Vera Bradley to TomsShoes. The page would also invite fans to tag Shoe Bank in pictures of themselves wearingShoe Bank products. This page would feature special deals and “insider” news about upcomingevents and sales.

The ultimate goal of the Facebook page is to drive traffic to the website, where customers canpurchase products or drive traffic to the store with special deals and first looks at new arrivals.In order to drive traffic to the Facebook page, Shoe Bank will create the Regulars Program.

The Shoe BankREGULARS PROGRAM

In order to drive traffic to the Facebook page and website,I propose that Shoe Bank create a “Regulars Program.” The purpose of this program would be to offer customers or potential customers the opportunity to gain benefits at ShoeBank like a discount an opportunity to be featured in photoshoots by posting an entry on the Facebook Page.

Entries would be a picture or short video explaining why contestants think they shouldbe a Shoe Bank Regular. Entrants would be encouraged to have fun with their entriesso that viewers enjoy getting onto the Shoe Bank Facebook page to view them. Atthe end of a specified time, the entries with the most ‘likes’ will become Regulars.

The Regulars program is intended to get the word out about the Facebook page andwebsite, but in order to get the word out about the Regulars program, Jana and/orrepresentatives from Shoe Bank would notify groups from all parts of Stillwater such asthese: -Fashionably-minded students at OSU in clubs like MADA -Athletic groups at OSUlike the jogging club -Sororities -Fraternities -Cheerleaders and Pom girls -Volunteerorganizations and environmentally-conscious clubs at OSU -Intramural sports participants-International students -Stillwater residents who are soon to be married or in a wedding-People who love the outdoors -Stillwater high school students in athletics, who attendevents like the Prom, etc. -People attending events like a graduation -Church groups -PTA meetings -Local restaurants

shoebank

shoes.com

1

Picture

New Arrivals Women Men Handbags Accessories Sale

Keyword, Style Name SearchWelcome to Shoe Bank! Sign In 0 Item(s) $0.00 USD I Checkout

This Holiday Seasonstep into a pair of heels

Heather NelsonSophomore, Nutrition Major

Make the Seasona Little Brighter.

Join Our Regulars Program and KeepReceiving all Year Long.

More Info >>

contact us careers the shoe bank story privacy & security site map

customer service shipping information international order status returns & exchanges store locations local delivery

Friend uson Facebook

MensNew

ArrivalsSHOP NOW SHOP NOW

Can’t wait for your shoes to ship?

Click Herefor MoreDetails.

We now offer free same-daydeliver to your doorstep forcustomers living inStillwater!*Special terms apply. Click here for more details.

Women’s NewArrivals

Picture

New Arrivals Women Men Handbags Accessories Sale

Keyword, Style Name SearchWelcome to Shoe Bank! Sign In 0 Item(s) $0.00 USD I Checkout

This Holiday Seasonstep into a pair of heels

Heather NelsonSophomore, Nutrition Major

Make the Seasona Little Brighter.

Join Our Regulars Program and KeepReceiving all Year Long.

More Info >>

contact us careers the shoe bank story privacy & security site map

customer service shipping information international order status returns & exchanges store locations local delivery

Friend uson Facebook

MensNew

ArrivalsSHOP NOW SHOP NOW

Can’t wait for your shoes to ship?

Click Herefor MoreDetails.

We now offer free same-daydeliver to your doorstep forcustomers living inStillwater!*Special terms apply. Click here for more details.

Women’s NewArrivals

website

freemium

Shoe Bank’s website will be a huge asset to the overall marketing plan and to the company’s bottom line overall. The website will featureall of the products Shoe Bank sells in the store, and allow customers to purchase items online. There will be photos and notifiation of salesand events, but the overall site will focus much more on selling the product whereas the Facebook page focuses on entertaining viewers

and then transferring them over to the website.

The basic idea of the ‘freemium’ is that oftentimes, sales are made by giving something away for free. In the case of Shoe Bank,we will be giving away free delivery of shoes to residents of Stillwater who order online. This means that if you live anywhere within

the 74074 and 74075 area codes and order anything online before 5pm, your order will be delivered to your doorstepthat day. So if a customer is sitting at work at 4:00 and there’s a party that night but they don’t have time to go shopping, that

customer can simply order what they want online and it will be delivered to their house before they even get home!

Tessa OgdenFall 2010