This document outlines a marketing plan for Nordstrom to increase its online presence and drive traffic to its website for its upcoming Half Yearly sale. The plan includes running a "Pin It to Win It" contest on Pinterest, increasing engagement on social media platforms like Facebook and Twitter, and running Google AdWords campaigns promoting the sale and Nordstrom's brand. The goals are to gain 50,000 new Pinterest followers, 200,000 new Facebook likes, 100,000 new Twitter followers, and receive 1,000 clicks per day on Google AdWords. The total budget outlined is $157,500.

1. Savannah Lay
ADV 420
Spring 2013

2. Problem: Tackle Online Presence
 Draw attention to Nordstrom
using their „Free Shipping,
Free Returns‟ policy
 Increase presence on social
media sites (Pinterest,
Twitter, Facebook, Vine,
Instagram)
 Draw traffic to their website
during their Half Yearly sale
(Wednesday May 22, 2013)

3. Target Audience
 Women ages 30-50
 Women shopping for
higher end clothing,
shoes, accessories, or
makeup
 Mostly shopping for
themselves, husbands,
or children
 Spend time in the store
or online, not one stop
shoppers

4. Half Yearly Sale
The Half Yearly Sale
is the most known
sale for Nordstrom
Women‟s and
children sale starts
May 22, 2013
Shop in store and
online

5. Big Idea
 Pin It to Win It contest
 Starts on April 22, 2013 (one month prior to Half Yearly sale)
 Pin at least 100 items from Nordstrom‟s website
 Submit link on website for a chance to win a $500 gift card used during
Half Yearly sale

6. Social Media Influence
 Twitter
 Tweets reminding people to shop during Half Yearly sale
 “Don‟t forget that the Half Yearly sale starts on May 22! Stop in for
up to 40% off all items in store and online!”
 Facebook
 Update Facebook page with details about the sale, locations, etc.
 Vine
 Show in store employees getting ready for Half Yearly sale
 Behind the Scenes at Nordstrom headquarters

7. Goals for Online Presence
 Pinterest
 Because of contest, increase by
50,000 followers
 Facebook
 Currently have 1,928,061 „LIKES‟
 Increase by 200,000 „LIKES‟
 Twitter
 Currently have 15,162,193
 Increase by 100,000 followers
 At least 50+ retweets/favorites per
tweet
 #NordstromHalfYearlySale

8. Google AdWords
 Google AdWords to promote contests and the website
 Words include
 Half Yearly Sale
 Free Returns, Free Shipping
 Nordstrom
 Women‟s Clothing
 Women‟s Shoes
 Make Up
 Accessories
 Children‟s Clothing
 Men‟s Clothing
 Men‟s Shoes
 Sale
 Pinterest
 Pin It to Win It
 $1.68 per word
 Expected to have 1,000 clicks per day, 30,000 per month

9. Budget
 Google AdWords
 $45,000 per month
 Agency Fee $250/hour
 Strategize: 50 hours ($12,500)
 Plan: 100 hours ($25,000)
 Build: 50 hours ($12,500)
 Implement: 150 hours
($37,500)
 Manage: 100 hours ($25,000)
 TOTAL: $112,500

10. Summary
 Increase social
media presence to
create awareness
about Half Yearly
Sale
 Make using e-
commerce a
superior source of
purchase for
Nordstrom