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For Payless
Crushing the Social Media
Campaign
Christina Allison ADV 292-NMDL
Tell me about it, Stud. There are 4,600
Payless stores! In all 50 states Puerto Rico Canada Central America Caribbean South America Guam
Largest footwear retailer in the Western Hemisphere!
Is part of Collective Brands as of 2007
Our theme
Fashionable
And
Affordable
Goals and Challenges Vision: to democratize
fashion and design in style footwear and accessories for the world
Mission: to become the first choice for style and value in footwear and accessories for our target customers
There has been problems in China due to labor laws with Payless’ production in the past decade
Payless has been increasingly involved in the community for many years
Happy Feet = Happy Family
New Media
Payless has a Twitter page and a Facebook page….
But it’s all
about effort
Payless explains on its website that they mainly advertise in magazines and print outs.
Who’s Hotter?
It’s like the saying “make new friends but keep the old, one is silver and the other’s gold.
OLD<
NEW >
The campaign is not complete without Online presence!
There needs to be a mention of their work online.
Measuring Success
More online presence =
Which can be measured in a variety of ways…
Metrics of Success By using tools such
as Google Analytics we can see how much traffic our site is getting (Instead of relying on
print!)
Twitter: # of Followers # of @mentions
# of retweets
Facebook # of participants in
online contests # of “Likes”
Blog Information can be
transferred quickly to and from customers
All having little to no cost!
