Digital Marketing Strategy, Planning & Implementation

How a structured marketing plan almost doubled online sales for KEY Apparel in one quarter.

THE HIGHTLIGHTS

Online sales grew by 97% year on year
Bottom-of-funnel tactics were key to driving revenue
Strong metrics & data analysis show clear opportunities to further increase sales
Top-of-funnel activity drove brand awareness & boosted social following

The Goal

KEY Apparel, a leading workwear and outdoor clothing brand with a 110+ year history, came to LimeLight Marketing with several needs. They wanted to review and develop their marketing strategy, build a robust marketing plan for 2020, and drive e-commerce revenue growth. Specifically, they wanted to implement marketing tactics that would double year-over-year e-commerce revenue.

"LimeLight has done a great job listening and understanding not only our business and how it works, but also the struggles we face. A lot of marketing agencies have the stigma of getting a client and working on a project so they can get paid. With Brandee and her team it has always felt like a true partnership.

They provide personal touch. We’ve worked with our Account Manager, Rachel, from the beginning and the synergy with the team has been rewarding. Having someone in your business everyday, working shoulder to shoulder with you makes a big difference. It not only enhances their understanding of our everyday challenges, but saves time and money because they are in tune with our needs and in some cases, our critics.

The final piece is trust. To have success with an agency there has to be trust. This has been at the forefront of our relationship from day one with the LimeLight team.
"

George Yaghmour

VP Sales & Marketing

Our Approach

First, we executed a discovery workshop to learn about the brand. This type of workshop helps us get to know and understand a brand, ask plenty of questions, and get a solid idea of key drivers, competitors, business objectives, and much more. It is an essential first step in building a marketing strategy and plan.

From there, we created the full marketing strategy. This comprehensive document is the overarching guide for marketing segments and contains the building blocks for the marketing plan. It includes buyer personas, a statement of differentiation, pricing and positioning strategy, a distribution plan, promotions, an online marketing strategy, conversion strategies, KPIs, and more.

Once KEY signed off on the marketing strategy we moved on to the marketing plan, a high-level overview of the marketing tactics we recommended to help KEY reach their revenue and sales goals for 2020.

Tactical Digital Marketing Execution

With both a marketing strategy and strong plan in place, we were ready for implementation and launch in January 2020. The digital marketing tactics we used included paid search, display ads, the Google Shopping Network, email, and social media. We also built out measurement, tracking, and data analysis to ensure we were hitting goals and could tweak campaigns as necessary.

Results

Online sales for Q1 were 97% to revenue goal, which was more than double the previous years’ actual sales. This success can be directly attributed to expanded and refreshed digital marketing efforts driving to the KEY website. The main revenue drivers were bottom-of-funnel tactics including email marketing and paid search initiatives. Top-of-funnel activity, including influencer marketing, paid search and the launch of a new brand campaign, helped grow awareness levels and drove increased traffic to the site.

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