1.A Digital Marketing Strategy by Jessica Smith NMDL Summer 2013

2. Company Background/Product Year founded: 1998 Founded by: Chip Wilson Headquarters: Vancouver, British Columbia Product: Athletic apparel and accessories for men and women 3. Background Lulu Lemon already uses a well- structured digital strategy Strategy: Build a sense of community Use digital to help build and maintain this idea Goals: Increase brand awareness, sense of community, sales and participation in the community 4. Target Audience Overall Brand Audience Athletic men and women (primarily women) Aged 18-55 In the upper middle class and above Well educated, appearance conscious with discretionary income This audience is very brand loyal Online Target Audience Web visitors are mostly females Involved in social media and web savy Age 35-44 Without kids Making $100-$150 K a year Completed grad school Many of which are Asian 5. Social media presence Lulu Lemon already communicates with their audience through the following channels Continue to maintain these accounts and their blog 6. Big Idea 1 What it is: Create strategic partnerships to form promotions to drive website traffic and get people to come into the store. Example: stop in the store/spend time on the website for 2 weeks free with powerhouse gym free sample of granola free training session as a cross training studio 10% off of at trader joes invitation to listen to a speaker in a store or through webinar When its done: Promotions done on a weekly basis Why it works: Give people a reason to come into the store or go to the website, creates value but doesnt discount Lulu brand 7. Big Idea 2 What it is: A newsletter Let audience know about new products, designs, & styles that are only available for a short time. Include healthy recipes, upcoming events, yoga teacher of the week, music, nutrition, popular running trails, ect. When its done: Once a month Why it works: Lulu creates demand for their product by producing less than is wanted, the newsletter would inform them and be another way to engage with customers 8. Tactics/Performance Indicators Use Google Analytics to Find keywords (Google adwords) Monitor website traffic Monitor social media site traffic The metrics of success Social media (likes, retweets, pins, +1s ect) Amount of promotions given out (idea 1) Revenue increase Website and in store traffic 9. Budget This campaign should use $1 million dollars Costs from this campaign: Labor needed such as time of staff (avg $150 an hour) to put promotions together, someone to blog, someone to form the newsletter, someone to share the promotions through social media, ect. Google ads words Integrating the campaign into online strategy and possibly response based advertising that would drive people to the website 10. Summary The partnerships and newsletter would further engage customers and create more brand awareness and equity