My Lead Generation and Management course culminated in a comprehensive customer relationship management (CRM) strategic plan for publicly traded fashion or technology company. To reflect my personal interests, I selected Aritzia, an accessible luxury fashion retailer.
Throughout the semester, I analyzed Aritzia’s current business model and built a plan to expand to a new target audience, demonstrating my understanding of customer acquisition, retention, and development.
This strategic plan includes:
- A brief company overview and analysis of the current primary customer segment
- A description of this new segment, plus corresponding customer data sources and prospecting tactics
- An outline to implement marketing automation to support customer service, lead generation, and lead nurturing
- An implementation plan and competitive advantage statement
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