“We don’t just sell clothes, we sell a lifestyle that is exciting.”

Introduction ¨  Background ¨  Campaign Basics ¨  Digital Marketing Budget ¨  Social Media ¨  Online & Mobile Marketing ¨  Style Blog & App ¨  Performance Indicators ¨  Conclusion

Background ¨  Founded in 1967 with the launch of

men’s ties ¨  1969- the 1st Polo emblem was seen ¨  1971- Polo Ralph Lauren launched its

1st women’s collection ¨  1981- Ralph Lauren went

international ¨  1997- Ralph Lauren went public on

the New York Stock Exchange ¨  2000- the official website & online

shop was launched as polo.com ¤  Relauncehed in 2007 as

ralphlauren.com ¨  2010- 631 Ralph Lauren locations

worldwide ¤  Flagship store is on Madison Avenue in

New York City

The Campaign Basics Goal-

¤ Deliver an effective online & mobile strategy to increase awareness and sales of Ralph Lauren Women apparel.

¤ To show possible consumers that Ralph Lauren is not just a clothing company, but a its a lifestyle to be achieved.

Target Audience- ¤ Women ages 18-60+ ¤ Middle to Upper Class

Digital Marketing Budget (1 year)

2012 Annual Revenue: ¤  $69,000,000,000

Overall Advertising Budget: ¤  $60,000,000

Digital/Internet Budget: ¤  $5,000,000

Utilize funds toward social media, email, apps, blog, Google AdWords, QR Codes, etc.

On Social Media

Mobile & Internet Marketing

Ralph Lauren IPhone & Android App

Ralph Lauren QR Codes Ralph Lauren & New York Times Partnership

Style Blog & App ¨  Link to blog via website or app

¨  All about achieving the Ralph Lauren look ¤  From runway to everyday

¨  Tutorials, tips, & advice

¨  Behind the scenes

¨  Commentary by world-renowned fashion editors and stylists

Performance Indicators ¨  Track traffic to Ralph Lauren website and online sales. ¨  Assess effectiveness of social media networks by likes,

follows, etc. ¨  Track number of downloads of apps for IPhones and

Androids. ¨  Survey via email about the consumers thought's of the

digital marketing campaign.

Thank You ¨  http://www.ralphlauren.com/shop/index.jsp?

categoryId=1760782&ab=global_women ¨  http://www.mobilemarketer.com/cms/news/strategy/

11908.html ¨  http://www.mediapost.com/publications/article/173082/

ralph-lauren-puts-digital-assignment-in-review.html#axzz2PFEFntcZ

¨  http://en.wikipedia.org/wiki/Ralph_Lauren_Corporation