1. Willa Boutique Katie McBroom Chelsey Bobalek Yvette Ibrarra Linda Pedraza Yao Lu

2. Company Background Extensions of Em&Lee First store in College Station, TX Specialty Boutique Offering contemporary apparel at an affordable price Willa Boutique

3. Current Marketing Strategy The Willa Marketing strategy is novice; virtually nonexistent and relies on the marketing success of mother store, Em & Lee for consumer awareness of the Willa Brand. Locations Plano, Montgomery, Houston, College Station Website Reliant on getting notice via the Em & Lee website – the Em & Lee website is lacking in many digital marketing aspects Social Networking Em & Lee Facebook - Facebook is readily updated every other day if not daily Willa Boutique

4. SWOT Analysis Strengths Specialty selection Price points Location Weaknesses E-commerce -website -online store -social networks -mother retailer: E-commerce Location Opportunities Technology development Product development Partnership Threats Power house retail companies Neighboring boutiques Reliance on E-commerce Willa Boutique

5. Traditional Marketing Strategies Email Blasts (once or bi- weekly) Advertising in Local Houston & Dallas Periodicals Philanthropy Involvement: fashion shows & community Events Press Releases Willa Boutique

6. Willa Boutique is a retailer that has multiple deficiencies in their current marketing strategy Not using tradigital marketing to its full potential No traditional marketing presence – No local advertising (magazines, radio, TV ads) Website doesn’t appear to be an e-commerce website where consumers can shop or order online Separate Willa Boutique and Em & Lee – Willa website, Twitter, & Facebook Deficiencies in the Current Marketing Strategy Willa Boutique

7. Current Website

8. Deficiencies in the Current Social Media Marketing Strategy Not using social media tools to full potential Only tweeted once since August 5, 2011 Vimeo link takes visitors to the Vimeo homepage Website has dead links which take visitors to pages with no content Definitely increase bounce rates YouTube link takes visitors to a video that is promoting an event at Willa but the YouTube channel & other videos on the channel are unrelated to the Willa brand. Not using these social media outlets to their full potential could possibly be hurting their online traffic and traffic into brick & mortar locations. Willa Boutique

9. Store Locator Gift Cards Jobs Privacy Policy Willa Boutique New Summer Arrivals Are Here! Keyword or item # GO Color Me Denim! Shop Our New Arrivals Its All About The Shoe: Shop Our Wedges Bold & Beautiful: Shop Our Handbags Copyright 2012. www.willaboutique.com All Rights Reserved. My Account Sign In Shopping Bag Sign Up to get News, Emails, & Offers or Follow Us on Facebook & Twitter Email Address

10. Digital Marketing Strategies Organic & Paid Search: Google Adwords Social Media: Facebook, Twitter, Tumblr, Pinterest, Vimeo, YouTube Website Improvements: Navigation, Color Scheme, Dead Links, etc. Willa Boutique

11. Digital Marketing Strategy Willa Boutique has not developed well, we suggest using Google and Twitter as our tools for their advancement. In order to grow, Willa Boutique must have excellent social media metrics: Digital communications, collect demographic database to analyze our consumers. Willa Boutique

12. References Donston, M. D. (2012). 5 Social media metrics that matter now. Information Week. Retrieved form http://www.informationweek.com/thebrainyard/news/social_crm/232800254. Kevin, M. (2011). Google tools: informing your digital strategy. New Media Drivers License. Retrieved from http://newmediadl.cas.msu.edu/homework/283/68735 http://newmediadl.cas.msu.edu/homework/283/68735 Maguire, J. (2006, January 30). E-commerce site design: Category pages. Retrieved from http://www.ecommerceguide.com/solutions/building/article.ph_/E-Commerce-Site-Design-Category-Pages.htm Roberts, J. (2012, March 28). Marketing terms that will reach the boardroom in 2012. Retrieved from http://www.marketingweek.co.uk/strategies-and-tactics/cmo- strategy/marketing-terms-that-will-reach-the-boardroom-in-2012/4000930.article Wilcox, D. (Designer). (2010). Social media direct marketing brand marketing. [Web Graphic]. Retrieved from http://www.maxwave.com.my/pull-marketing-why-small-businesses-do-it-better/