For more than three decades, Lee Michaels Fine Jewelry has played a memorable role in the milestones and celebrations of its customers’ lives. The company’s top marketing priority for 2013 was to solidify and manage a social and digital presence while integrating it into a full marketing plan. Lee Michaels also wanted to grow its brand among a younger demographic, specifically brides and grooms-to-be. With specific and measurable goals set by the client, FUSESENSE set out to quickly grow the Lee Michaels’ digital presence and reach new bridal customers.
FUSESENSE’s strategy called for intentional content appealing to a young audience and consistent, high-end jewelry buyers. Developing a highly targeted and measurable advertising campaign that could stand out and move people to action was a must. Connecting jewelry to relatable lifestyles was our key driver.
It's on the Calendar
Keeping fans engaged on social networks outside of active campaign periods was a challenge Lee Michaels wanted to overcome. The extended editorial calendar created by FUSESENSE not only gave Lee Michaels what they needed, it also gave them a foundation to keep their digital presence consistent and alive.
FUSESENSE’s strategic approach included listing Lee Michaels’ eight locations on all local directories. Each location was claimed on Google Places, Yahoo Local and more than 75 other directories including YELP, FourSquare and Yellowpages to ensure all stores were optimizing correctly when searched online.
Tis the season
Facebook advertising was created and strategically implemented to drive seasonal and specific-product related sales.
Through public relations efforts and outreach, FUSESENSE secured an in-depth feature article and other coverage related to the Lee Michaels growth and 35th anniversary milestone.
FUSESENSE used the audience we created to encourage young females in a relationship to attend different Engagement Ring Extravaganzas — first-of- its-kind events for Lee Michaels. The events far exceeded attendance and sales goals.
A Sparkling First Impression
FUSE’s role with Lee Michaels goes well beyond consumer facing advertising campaigns. We have helped the Lee Michaels team with multiple industry-related presentations as Lee Michaels has been the “gold standard” in marketing practices.