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
Employees:
● 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