Client Direct Marketing Strategy Project: STRYV! by Don Scott

In one of my marketing classes during the fall semester of my senior year at Temple University, a few other students and I were grouped together and tasked with creating an effective marketing strategy for a small business in Philadelphia. Our client was STRYV! by Don Scott, a sneaker collection as part of a larger company called Don Scott Art. One of my main roles in this project was to visually create the offers we came up with; Using Canva, I was able to do so effectively.

Two Main Objectives:

1. Expand customer base in Philadelphia region

2. Increase brand awareness and engagement

Campaign Focus: Help Stryv! become a local streetwear brand that is well-known and loved in the Philadelphia area.

Offer 1: E-mail response to purchase

• Communication channel: E-mail

• Offer: Promo code offers 10% off next purchase if a review is left on the site and the code stryv10 is used at checkout

• Goal: Generate reviews for the website to improve brand credibility and expand its customer base; decrease the rate of shopping cart abandonment

• Call to action: “Leave a review”; Click link to fill out a customer satisfaction survey about your recent Stryv! purchase

• Response rate measurement: compare number of e-mails sent out to existing customers to the number of future purchases made with the promo code

Offer 2: Direct mail; Postcard with QR coupon code added to every purchase

• Communication channel: Direct mail, small postcard placed in each Stryv! shoe box

• Offer: Promo code offers 15% off next purchase if a new customer uses the unique QR code shared at checkout

• Goal: Encourage word-of-mouth advertising to expand the brand’s existing loyal customer base

• Call to action: “Spread the love.”; Refer a friend and have he/she scan the custom QR code provided during checkout

• Response rate measurement: compare the number of coupons sent out to the number of purchases made by new customers with the unique QR discount code, email open and click-through rate

Offer 3: Direct mail; Postcard with QR coupon code added to every purchase

• Communication channel: Instagram; Offer promoted on DonScott’s instagram story biweekly

• Offer: chance to win a free DNTN shirt or hat custom designed by Donscottart (maximum retail value: $40) if customer posts a photo in their Dreamrunners on Instagram or Facebook; 10 winners total

• Goal: Grow brand awareness via social media channels; generate word of mouth advertising

• Call to action: Post a photo on Instagram or Facebook wearing your Stryv! Dream Runners with the hashtag #DonScottArt

• Response rate measurement: compare the number of posts on Social Media accompanied by the #DonScottArt hashtag to website views and Instagram story impressions

Full project here:

STRYV! by Don Scott Final Client Presentation.pptx

Download PPTX • 7.72MB