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Digital Strategy for
ZARA Hanna PorterfieldMichigan State University
New Media Driver’s License Spring 2013
+TargetAudience AMERICANCOLLEGE STUDENTS
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TheBIG IdeaCAMPUS AMBASSADORS
+ SocialMedia
The Big Two:Facebook &TWITTER
The KEY TOOLS
+ SocialMedia
The Visuals:InstagramVine &YouTube
The KEY TOOLS
+ OtherInternetMarketing
BlogShopping AppAds in tabletmagazines
The KEY TOOLS
+Key Performance Indicators
Following on social media accounts specific to each school
Click-throughs from tablet-based advertising
Number of orders shipped to student-housing in college towns
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Woman
Man
TRF
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BUDGET$700/ hour
$200 worth of merchandise per month, for 3 months, for each campus ambassador
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All images from zara.com available for purchase
