Digital Marketing Strategy Case Study
There is a small bathing suit retail store in San Francisco that has reached 1M in revenue for the past 3
years.The store is called “Beach Touch.” They only carry women’s bathing suits, but they want to expand
their brand, and carry men swim trunks as well as more women’s items such as flip flops, beach bags and
hats and cover ups. They are not very popular online, they have some reviews on yelp but they do not have
social media channels set up nor they have an online store. They are looking for a digital marketing
strategy to help them get there.
This is their pricing:
● 1 piece basic women bathing suit = $99
● 1 piece premium women bathing suit = $119
● 2 piece basic women bathing suit = $129
● 2 piece premium women bathing suit = $139
● 2 sales reps – work in the store
● 1 accountant – does paperwork
● 1 manager – order materials, coordinates with factories and store
● 2 designers – design collections
● Owner of the store and general manager Total advertising budget for 2 years: 120K
Prepare a digital marketing strategy for this store, by completing following this tasks:
Goals: Increase Revenue by 1.5M by 2022 – this is their main goal, what other supporting goals do you
recommend to get them to this number?
KPIs: write how you are going to measure success?
Buyer Persona – who is their buyer persona, describe it (it will be a fake once since you do not have that
much information but just write an example of one)
Channels: (what kind of channels are you going to use, can be vendors, partnerships, social media
channels etc. – specified here)
Campaigns: what kind of campaigns are you going to run, remember this is a B2C type of a business
Additional Strategies: should they have an online store, is their pricing ok, should they hire more people if
yes then who and how many people.
Competitors Analysis: prepare a dashboard where you compare them to competitors, you can choose
another small bathing suit store in the area and a larger retails store, compare pricing, materials, their
social media strategies, how they look on different channels, what is their messaging, content, how many
followers they have on each channel etc.
Social Media Strategy: what should they do on their social media channels, take screenshot of examples
that you like from other similar companies and come up with other ideas
Content Strategy – How should their write, what should be their style, come up with 10 topics about swim
suits that they should write about, that would be interesting for their audience, what type of content should
Content Calendar – Prepare a content calendar with a cadence on how often, when and where should they
Media Budget – assign budget per channel, per month with an optimization plan – how you will change the
budget after you learn what works and what does not?Additional Resources:
https://www.upgrad.com/blog/digital-marketing-tutorial/ – very good summary of everything we have talked
about so far