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Everlane

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Maria Buitrago
Maria Buitrago

A short direct marketing campaign proposal completed for the ICNYC program.

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EVERLANE MARIA BUITRAGO
transparency
Target audience •  Primary: Women 21-34 | Urban/Slightly Suburban | Luxury & Quality Seekers | Ethical •  Secondary: Men 21-34 | Urban | Refined Tastes | Ethical
Campaign 1: Acquisition •  Offer no. 1: “Sign up for Everlane.com now to receive exclusive offers, first looks, and curated style collections—free” •  Offer no. 2: “Order now and receive 15% off your entire first purchase + FREE returns”
Campaign 2: Cross-sell •  Offer no. 3: “Purchase the entire look & save 20% + FREE shipping” •  Seasonal •  Targeted Emails to Compiled List
Testing 1.  Offer – Discounts on single items vs. bundles 2.  Creative – Editorial vs. promotional 3.  Media Vehicle – E-mail vs. banner ads 4.  Timing – Peak times (i.e. holidays) vs. non- peak times
E-commerce •  Online basis •  Importance of customer service •  Exchange policy
Measurement & analysis •  Site traffic on website •  Tracking links and offer codes for e-mail •  Sales data: total sales, amount per transaction, units sold, etc. •  Qualitative data via social media, satisfaction survey responses
Questions?

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Everlane

  • 3.
  • 4. Target audience •  Primary: Women 21-34 | Urban/Slightly Suburban | Luxury & Quality Seekers | Ethical •  Secondary: Men 21-34 | Urban | Refined Tastes | Ethical
  • 5. Campaign 1: Acquisition •  Offer no. 1: “Sign up for Everlane.com now to receive exclusive offers, first looks, and curated style collections—free” •  Offer no. 2: “Order now and receive 15% off your entire first purchase + FREE returns”
  • 6. Campaign 2: Cross-sell •  Offer no. 3: “Purchase the entire look & save 20% + FREE shipping” •  Seasonal •  Targeted Emails to Compiled List
  • 7. Testing 1.  Offer – Discounts on single items vs. bundles 2.  Creative – Editorial vs. promotional 3.  Media Vehicle – E-mail vs. banner ads 4.  Timing – Peak times (i.e. holidays) vs. non- peak times
  • 8. E-commerce •  Online basis •  Importance of customer service •  Exchange policy
  • 9. Measurement & analysis •  Site traffic on website •  Tracking links and offer codes for e-mail •  Sales data: total sales, amount per transaction, units sold, etc. •  Qualitative data via social media, satisfaction survey responses