Circa 77 Claire Blough, Ellen Dittrich, Scott Eichen, TonishaRahman, and Julio Santos
Context and Background Information • Circa 77 is a vintage retailer located in the town square in Denton, Texas and is owned by a mother and daughter duo, Janie and Christina • The merchandise mix consists of casual wear, formal wear, accessories, and shoes originating in every decade, from the 1920s to the 1980s • Circa 77’s target market are hip male and female college students who value individuality and enjoy experimenting with classic, vintage pieces.
Context and Background Information • They support a few local designers by selling their merchandise in store • They offer a wide variety of sizes for virtually every body type
Current Marketing Strategy • Two of Circa 77’s top competitors are located in the same area: 2ndStreet on the Square Rhinestone’s Boutique • These retailer’s non-digital marketing strategies include advertisements and coupons in the free monthly college guides • Unlike 2nd Street and Rhinestone’s Boutique, Circa 77 takes the consumer directly to their Facebook, Twitter, MySpace, and YouTube pages, and their social media profile links are located at the bottom of the page.
Current Marketing Strategy • Additionally, Circa 77 has an Etsy online store that they are not currently utilizing. • All three retailers’ traditional marketing strategies are minimal and their digital marketing strategies are almost non-existent.
Current Marketing Strategy SWOT Analysis SWOT Analysis
Current Marketing Strategy Deficiencies • Circa 77 currently occupies two websites and a Facebook page, which are not updated frequently, and a MySpace page that has not been effectively maintained. • The first webpage is essentially a place for customers to view a small selection of their products without price points, descriptions, or the ability to shop online. • MySpace is irrelevant and it is no longer a beneficial digital marketing tool.
Current Marketing Strategy Deficiencies • Circa 77’s Facebook page, at first glance, appears to be well put together, but in actuality it is a page that lacks both interaction and consistent updating • The newer website is aesthetically pleasing, but overall it is poorly developed and lacks any appropriate digital marketing. Although there is a link for online shopping, like their other digital marketing strategies, it is inactive.
Proposed Digital Marketing Strategy Circa 77’s main focus will be centered around social media in order to grow brand awarenessand generate business-to-customer interaction, as well as customer-to-customer interaction. The best way that this retailer can ensure that their resources are being put to best use is to first, eliminate irrelevant media outlets, such as their currently inactive MySpace profile. Their Facebook page needs to be more effectively developed before Circa 77 can claim to be an intermediate retailer.
Proposed Digital Marketing Strategy • The major issue with Circa 77’sTwitter page is lackof consistency. Generating a continuous flow of content will prevent consumers from losing interest in their brand • The new digital strategy on Twitter will incorporate interactive promotions. • The removal of Circa 77’s original website, as it is far less appealing than the most recent version • Circa 77 will need to launch an active Etsy account so that they open up more opportunities for consumers to browse and buy
Mock Up: Proposed Circa 77 Shop on Etsy Home · Women · Men · Features Dresses Price: $55.00 Price: $79.00 Price: $95.00
Using Metrics • Twitter will be measured by number of followers, tweets, mentions, re-tweets, and conversations (through direct messages) • To ensure that Circa 77 is effective on all of their social media sites, social media leads will be measured according to web traffic breakdowns across all active social media programs. • Facebook will be measured similarly by the number of fans/subscribers, likes, posts, events, comments, and number of attendees at the events • Circa 77’s online store will be measured by the online impact metrics. This includes analyzing site visit length (bounce rate), product visit length, page revisits, shopping cart loads, coupon redemption, and revisits
Using Metrics • Circa 77’s online store will be measured by the online impact metrics. This includes analyzing site visit length (bounce rate), product visit length, page revisits, shopping cart loads, coupon redemption, and revisits
Proposed Digital Marketing SWOT Analysis
