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FSH 385

Lu, Qi

06:12:2021

13.1 [Assignments] Develop a Performance Optimization Strategy

My brand is GIVENCHY, is a luxury fashion and perfume site. It contains a brand of clothing,

perfumes, cosmetics, and accessories.

Campaign Name: Go the Givenchy Way!

Type: PR Campaign: The aim is to increase brand awareness through charity and collaborations

Campaign Period: October to December

Smart objective 1: Increase social media visibility by 20 percent

Smart Objective 2: Increase sales through online and offline visualization by 20 percent
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KPIs
Increase the store visits from 10,000 to 16,000 within 3 months (October to December)

Th will be done through online and offline visual merchandizing.

KPIs
Increase the sales transactions from the current 350 to 500 within 3 months (October to

December)

We will give customers 10 percent discount to encourage them to shop with us and this improve

our sales.
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KPIs
Increase the CTR from 2% to 2.5% within a period of 3months (October to December)

1,500,000- views (impressions)

25000-Clicks

20,000-store visits

Purchases 50,000 (3 months).

I will incorporate the use of insights and ad tool to see when my target audience is active in

Instagram and Facebook. I will be posting more customized ads during these periods to increase

CTR.
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Return on Investment (ROI)

ROI = (sales revenue from marketing – cost of marketing) ÷ cost of marketing x 100

My estimated Revenue is $600,000

Cost of Marketing $293,000

Therefore ROI

= ($600,000 - $293,000 ÷ $293,000 x 100

=104.78