Module 12 & 13 Assessment
Email Marketing
&
ORM Strategies
For Nike
Presented by Vigneshwaran K.
Index
01 Project Overview 04 A/B Testing & ROI
02 Objective Settings 05 ORM & ORM Marketing
03 Campaign Creation 06 Crisis Management
Introduction
Develop and implement a comprehensive email
marketing campaign and ORM strategy for Nike
Creating and executing an email marketing campaign
using Mailchimp
Developing a strategy for managing and enhancing
Nike’s online reputation
Brand Analysis and Objective Setting
Promoting New Product
Increase Encagement
With Existing Customers
by giving
special membership,
access,
discounts
&
Offers
Driving Traffic
by giving
Limited Time
access,
discounts
&
Offers
Campaign Creation
01 Email Template
02 Welcome Emails
03 Promotional Follow-Ups
04 Abandoned Carts
04 Birthday / Anniversary Greetings
Campaign Creation
01 Email Template 02 Welcome Emails
03 Promotional Follow-Ups
04 Abandoned Carts
05 Birthday Greetings
Campaign Creation
A/B Testing and ROI Analysis
A/B Testing Variations
Subject Line Variations:
1) Unlock Your Potential: Shop the Latest Nike Gear
2) Gear Up! Exclusive Nike Deals Just for You
Testing different tones helps see which one appeals more to readers
motivational & urgent
Call-to-Action Button Variations:
1) Shop Now
2) Get Your Gear
Different wording can impact clicks. Shop Now is direct, while Get Your
Gear feels more casual.
Measuring Success
Key Metrics to Measure Success:
Open Rate: Percentage of recipients who opened the
email.
Click-Through Rate (CTR): Percentage of clicks on links in
the email.
Conversion Rate: Percentage of recipients who made a
purchase.
Bounce Rate: Percentage of undelivered emails.
Unsubscribe Rate: Percentage of people who opted out.
Calculating ROI
Formula:
Point 1
23.8%
NetProfit
Point 4 ROI = X 100
Cost of Campaign
38.1%
Components:
Point 2
9.5%
Net Profit: Revenue from the
campaign minus its costs.
Cost of Campaign: Total expenses
Point 3
for the campaign (software, design,
28.6%
discounts).
Brand Analysis
Current Online Reputation
1. Customer Feedback:
Mostly positive. customers like quality and style
Common Complaints: sizing, customer service, product availability
1. Comments and Reviews:
Product Reviews: Many praise running shoes for comfort; some have
return problems
Social Media Comments: Positive reactions to ads and athlete
endorsements; some backlash during controversies
Influential Online Platforms
Social Media
Instagram and Twitter: Key for fan engagement and promotions
Facebook: Good for community interaction and support
Review Sites:
Google Reviews: Impacts local store reputations
Trustpilot and SiteJabber: Shows overall customer satisfaction
Sports Forums:
Reddit and Other Sports Communities: Discussions about products
influence opinions
Difference Between ORM and ORM Marketing
ORM ORM Marketing
Focuses on managing Promotes positive brand
feedback and negative aspects.
comments
Example: Showcasing happy
Example: Responding to customer stories.
complaints.
Positive & Negative Reviews
Strategies for Leveraging Positive
Negative Reviews Reviews
Use Testimonials: Highlight
Monitor Feedback: Keep track of
positive feedback in ads.
reviews. Promotes positiveAskbrand
Encourage Sharing:
Respond Quickly: Address
customers aspects.
to share experiences.
complaints promptly.
Partner with Influencers: Work
Publicly Resolve Issues: Fix
with influencers
Example: for positive
Showcasing happy
problems openly.
exposure.
Take Complex Issues Private: customer stories.
Create Success Stories: Share
Move complicated discussions to
stories of satisfied customers or
private messages.
athletes.
Crisis Management Protocol
01 Immediate Response 02 Public Statement
Acknowledge the Situation: Acknowledge Feedback:
Monitor feedback online. Recognize concerns.
Gather Information: Understand Apology: Offer a sincere apology.
the ad’s context. Commitment: Promise to learn
Activate Crisis Team: Bring and improve.
together PR, marketing, and legal Next Steps: Mention plans for
experts. review.
Pause the Campaign: Stop the ad Example Statement: "We hear you
temporarily. and apologize for the hurt caused
by our recent ad."
Crisis Management Protocol
03 Internal Actions 04 Long-Term Strategy
Review Processes: Ensure diverse Rebuild Trust: Engage in community
perspectives in ad creation. outreach.
Training: Provide sensitivity Transparent Communication: Keep
training. customers informed.
Feedback Channels: Allow Monitor Sentiment: Use surveys to
employee input before launches. gauge public perception.
Diversity: Strengthen diversity in Content Strategy: Share positive
teams. stories.
Ongoing Learning: Regularly
evaluate marketing practices.
Thank You