Ariel's COM302 blog
Friday, October 25, 2013
PR Video Case Study: Naked Heart and KaBOOM
Friday, October 11, 2013
Social Media Strategy Case Study- Urban Outfitters

focus is on the activity, all of the products, including the cards, the nail polish, and the rings on the girl’s fingers can be bought in store. Other posts are unrelated to Urban Outfitter’s products altogether and focus solely on the lifestyle. For example, there is a weekly “Music Monday” post featuring edgy alternative music, company events that are open to the public and allow consumers to be VIPs, and other mentions of camping, exploring, and glimpses of the Urban life. By posting 3 to 4 times a day, the Facebook page stays consistent in the minds of consumers and appeals to not only what they like to buy, but what they like to do. This can be further seen in the company’s blog, which allows shoppers to be more interactive and incorporate Web 2.0 features like links to other sites, videos, and opportunities to comment on posts and chat with other Urban consumers who have similar interests. The lifestyle includes a interest in art, literature, and music which can be seen in the blog’s album reviews, foreign movie reviews, book discussion, and artist series. There is little mention of actual products although most of the subjects discussed can be connected back to the store. One recent blog post is an interview with a hypnotist who clearly resembles the company’s lifestyle while yet another is a contest that allows viewers to submit artwork, outfits, and interior decorations. Urban Outfitters and it’s connected brands use their Facebook page and blog as well as many other social media outlets to encourage their consumers to not only purchase their products, but live their lifestyle and give feedback online. In this way, consumers are buying more than a product. They are buying into a way of life and continue to express their style through Urban Outfitter’s products.
Monday, September 23, 2013
Website Strategy Case Study: Sophie & Trey
Sophie & Trey and its “sister store” 4th
& Ocean are small boutiques in Lake Mary, Florida that target young women
around the ages of eighteen to twenty-five. Sophie & Trey is the main store
and its slogan “Where sophistication meets trend” implies that its clothes is
for women who are either thinking about or just joining the work force but are
still going out and dressing according to the latest trends. 4th
& Ocean on the other hand dubs itself a “surf chic boutique” and targets a
slightly younger and less professional crowd who is more interested in comfort
than trend. The stores are also linked to another boutique, Tria, which is
upscale semi-formal wear and is not included on their website. I chose to study
the web strategies of this small, family-owned company because of their
remarkable way of attracting customers and getting them involved in the
products before they even enter the store. The main website is set up in a very
simple manner that allows the viewer to choose which store they want to shop in
followed by categories of clothes and further by specific styles. In general,
when women shop they are all about having many choices and the simplistic way
in which the website leads shoppers to exactly what they may be looking for is
what makes the site successful. However, I believe it is the company’s use of
other forms of social media that really makes them stand out among the rest.
Their Instagram page for
example showcases new outfits multiple times a day
either worn by the attractive employees of the store or presented with
different accessories. The page includes both photos and videos and every week
there are multiple contests through Instagram specifically. The company
encourages shoppers to comment “this or that” on pictures of multiple outfits to
get their opinions, holds contests in which customers can send in their own
pictures wearing their clothes to be featured on the website, and encourages
people to re-post and tag their pictures to enter for a chance to win discounts
or free clothes. Currently, they are also doing a contest in which customers
can Instagram creative pictures including a sticker that they receive in-store for a chance to win “the item of your choice.” These incentives are
spread throughout the company’s Facebook page, Twitter, Pinterest, and Tumblr,
thus keeping the shopper actively engaged at all times. The image of the company and its promotions are consistent throughout all forms of media, making them reliable and constantly present. Unlike websites where
customers must go to the page themselves to find what they are looking for,
Instagram updates among other forms of social media
bring the products to the
customer as they are scrolling through their news feed. The chain of stores is
incredibly successful considering they are tucked away in a small plaza in Lake
Mary. I have learned from personal experience as well as from observing other
shoppers that many people come in, not because they just need new clothes as is
the case with other stores, but because they saw something specific on one of
Sophie & Trey’s media outlets that they are interested in.

Site Map: Sophie & Trey Case Study Map
Sunday, September 8, 2013
Traditional vs. New Media Case Study
Friday, August 30, 2013
Personal Brand Identity
I view myself as a very driven and independent person and it
is through my constant motivation to succeed that I build myself up as a
person. I was raised in a very religious household and was not brought up in a
traditional way. While my family’s religion restricted me from doing most of
the things I wanted to do it also fostered qualities of industriousness,
honesty and care for others. My efforts to break away from religion while still
staying true to myself has been a constant process that has defined who I am
and how others view me. I work two part-time jobs as a full-time student and
cover most of my expenses, including my rent. While I am very proud of the
things that I have accomplished (despite being stressed 24/7) I think that my achievements are interpreted
differently by the various people in my life.
I have four main social spheres, these being high school friends,
college friends, family, and members of authority like teachers and
supervisors. I believe that for the most part everyone that I meet recognizes
me as a kind, independent, focused, and for the most part likeable person. I am
extremely sarcastic and at times have been jokingly called “sassy” but I think
that mostly stems from my desire to be realistic and true to myself and others.
I believe that my high school friends see that side of me more than anyone else
because I have known them the longest and am still very close to a few old
friends, including my roommates whom I have known since middle school. Because
we grew up in similar environments my old friends understand why I am such a
determined person and recognize my accomplishments in a town where many of our
friends go to community college and live at home. Similarly, my college friends
realize that I am hard-working and have leadership qualities but may not fully
understand the challenges that come with financial independence and separation
from family, as well as what it is like to go to school in my own hometown and
basically have a life outside the small social sphere of Rollins. However, my
college friends also see a more recreational side of me and view me as
relatively laid back when it comes to making plans or going out. As superficial as greek life may seem to some people my involvement with Chi Omega in the past year has been the first time I have truly felt like I am a part of something that I want to be in and further motivates me to exhibit my good qualities and draw closer to others. In contrast, my family is
pretty unaware of most of the things that I do. However, they have made me who
I am more than anyone else. My grandmother always tells me that I’m a hard worker
just like my mom. Despite my growing distance from them in the past year or so
my parents do express their pride in my school and work accomplishments.
However, this is shrouded by their disappointment because of my separation from
the church. I think that my realization that I will never make my parents
completely proud has made me focus more on making myself happy and
accomplishing my own personal goals. I do not see any other option but to put
forth 100% of my efforts into everything that I do, whether that be a task at
work, an assignment at school, or a relationship with a friend or significant
other. Although there are slight differences in the way the demographics of my
life understand me I think that everyone realizes that I will accomplish what I
set out to do, I will do anything for those that I care about, and I always
strive to portray myself in the most genuine way possible.
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