Known for its iconic prints and styles, Vera Bradley is a designer of women’s handbags, travel items and accessories. The ask was to develop a long- term vision and strategy for the brand with the newly minted CMO and her team.
The resulting 3-year strategic plan included strategies and action plans for customer acquisition, retention, growth and brand revitalization and development. It included the identification of specific and detailed KPI’s relating to new customer acquisition and increased customer value. During the 3-month engagement, we developed aligned plans with cross functional teams including design, product development, and merchandising as well as an integrated marketing calendar.
Part of the challenge was to train and guide a large marketing team on developing a long-term plan, articulating the marketing goals that were consistent with the financial goals of the company. We identified the core value proposition, customer profiles, omni channel strategies and marketing spend.
The work culminated in a comprehensive strategic plan that included a clearly defined roadmap across key priorities with specific milestones so that the Vera Bradley team was equipped with actionable plans from day 1.