Web Site Strategy Case Study

Tory Burch Logo

We all know that every woman is unique and different, but if there’s one thing we all have in common, it’s that we love to shop! In this day and age, going to the mall always seems to be a hassle, due to either the massive amounts of tourists or being away at college. Therefore, many women have turned to online shopping. One of my favorite designers is Tory Burch. When going on to Tory’s website, it is very easy to get carried away. Clothing and Accessories are all organized neatly in sections, so it is very easy to find exactly what you’re looking for. Once you find what you like, you are even able to put it in your “Online Shopping Bag!” Here, I have created a site map to easily view every category offered through Tory Burch's main website.

Tory Burch Website Main Page

Tory’s website is organized to successfully promote and sell her products to and for women. This website is easy to navigate around and find what you’re looking for. The main sections are shown as soon as you reach the website, and as you hover over each section, it shows each drop-down subsection. This way, you are able to go directly to what you’re looking for. Tory’s main page also introduces her new “Beauty Line,” where you are able to click on and immediately shop the new collection. The website is able to successfully promote and sell things that you may not originally be going to the website for. Because Tory’s new Beauty Line is promoted all over the main page, it is hard for costumers not click on and browse the new collection. As customers browse the new line, they may even like it so much to buy it along with or in place of what they were originally shopping for.

Tory Burch Sub-Sections

Tory Burch’s top demographic would definitely be women, however, this website is also easy for men to navigate around. Because Tory Burch has become such a successful and hip designer, men have started to purchase Tory Burch gifts for their wives, sisters, daughters, etc. The website even has a subsection under “Accessories” titles “Gifts.” So men, if you’re completely clueless on what to get your special someone for her birthday, Tory Burch makes it pretty easy for you! This website also supplies to men whom are embarrassed to go to the mall and God forbid, have to carry around a Tory Burch bag! But anyways, let’s get back to Tory’s main demographic- women. This website effectively sells to all women, from teenagers to grandmothers! It reaches all women, from those who barely know who Tory Burch is, to those who love her and religiously read her blog. It easily displays the New Arrivals, Tory’s Must-Haves, and The Tory Blog to avid customers, while also displaying Clothing, Handbags and Sale items to those who only know her for that. Each section has “Tory’s Personal Guide,” meaning, if you have no clue what you’re looking for, the guide will show you into the right direction. As you scroll down through the main page, you are even able to “Stay Connected” through Facebook, Pinterest, emails, etc. Though the bottom of the main page has a lot of extra tabs, such as Customer Care and the Tory Burch Foundation, they are out of the way of what most people go to the site for. However, if you need to find any of these resources, they are easily accessible through the main page.

Tory Burch Wearing Personal Brand

Overall, I believe that this website is so successful because of the perfect balance between organization and promotion. Tory is able to easily sell her go-to items while also promoting her new collections, without causing any confusion or chaos for each shopper. The effectiveness of this website is shown directly through devoted customers who wear her designs daily, and the website itself which always seems to have new arrivals. What more can I say? Everyone loves Tory!

Traditional vs. New Media Case Study

Chick-fil-A "Eat Mor Chikin"

Chick-fil-A has come to be known as one of the yummiest and healthiest fast-food restaurants in America, and its public relations team is widely to thank for this. Chick-fil-A was founded in Georgia in 1946. With its founder possessing evangelical Christian beliefs, Chick-fil-A is one of the only restaurants closed for business on Sunday. Though these harsh Christian beliefs enforced into an American restaurant company may seem like be a turn-off for customers, Chick-fil-A’s public relations team has made sure that none of this would happen; in-fact, it has made people love Chick-fil-A even more!

Chick-fil-A billboard

Traditional media is one of the most well-known and successful types of PR that Chick-fil-A has. Everyone recognizes the humorous and light-hearted billboards of a cow holding up somesort of sign (incorrectly spelled of course) as Chick-fil-A’s. As customers, we often look forward to seeing new ones because of how comical they are. This example of traditional media also relates to the 4 p’s of marketing strategy. The billboards affectively promote the product by using their catch phrase “Eat Mor Chikin.” Their billboards also often show where the closest Chick-fil-A is, such as “Next Exit. 1.5 Miles.” Having incorrect grammar is also a big PR stunt that Chick-fil-A uses. Playing into the idea that the cows wrote the billboard, Chick-fil-A is able to affectively promote their low-priced food to a wide variety of consumers. Another extremely successful type of traditional media that Chick-fil-A uses is the “Trade in your toy for ice cream” idea for kid’s meals. This concept plays into a positive message for children, meaning you can’t have both your toy and ice cream, but you can trade in your toy for ice cream if you want to do so. This shows children that you can’t always have everything you want in life, and sometimes you have to pick one thing over another, even if you want both. This type of traditional media is extremely effective, because no other fast-food restaurant does this, separating Chick-fil-A apart from and above the rest. Chick-fil-A also has "Cow Appreciation Day" once every year, where customers dress up like cows and come to Chick-fil-A for a free chicken sandwich. The PR team has actually made their customers walking advertisements for Chick-fil-A!

Chick-fil-A Cow Appreciation Day

Though traditional media has done wonders for the Chick-fil-A franchise, their public relations team is also very successful at staying up-to-date on Facebook, Twitter, Instagram and YouTube. Chick-fil-A’s Facebook has constant updates, which keep them connected to their consumers. The statuses often interact with the public, saying “ ‘Like’ if you’re celebrating Labor Day with friends, family and Chick-fil-A! #HappyLaborDay.” Adding to this, Chick-fil-A’s Twitter account is constantly tweeting and hash tagging about the abundant love, and quite frankly obsession, everyone has for Chick-fil-A breakfast, lunch and dinner. The Twitter account also re-tweets other accounts that tweet about and tag Chick-fil-A, which is an incredibly smart way to interact and please the public. Also, since Instagram is the entire craze these days, the Chick-fil-A Instagram account uploads both delicious pictures of Chick-fil-A food and creative pictures that incorporate Chick-fil-A. Lastly, Chick-fil-A’s YouTube channel is booming with thousands of hits, not only because of humorous videos about Chick-fil-A, but also in-depth documentaries on how Chick-fil-A’s Junior Achievement Foundation works to help children who are less fortunate. All the different types of Chick-fil-A’s new media successfully uses the 4 p’s of marketing by affectively promoting Chick-fil-A restaurants with locations and prices that are easily accessibly for all different demographics.
All in all, Chick-fil-a has become one of the most successful businesses due to their PR team. They have stayed consistent with every type of media advertisement they have used and also stayed consistent with the founder’s beliefs.  Because they have not abandoned any traditional media with the place of new media, but rather incorporate both into their overall company, Chick-fil-A has become more and more successful each day. Chick-fil-A is able to effectively use the 4 p’s of marketing, product, price, place and promotion, and therefore will continue to thrive with the incredible support and love from their customers.  

Chick-fil-A cow advertisement

Business Cards

1. See-Thru Business Card
2. Interactive Business Card
3. Rounded Edge Business Card

I really like all three of these business cards, but the one that caught my eye the most was the first card. It's clear, plastic-like material makes it stand out and unable to be ripped. I also love how simple it is and how the information on the card is displayed. 

Personal Story

I view myself as a nice, smart and fun-loving person. If I were to have to describe myself in one word, however, I would choose to describe myself as passionate. I know what I want out of life, and I won’t settle for anything less than that. Though I am aware of the typical stereotype of a blonde sorority girl who comes from a wealthy family, I do not allow others to categorize me in that fashion. I think it’s extremely important, especially in today’s world, to break apart from any specific stereotype that you may be initially branded with.

A good example to look at is Gossip Girl’s character, Serena van der Woodsen. From an outsider looking in, she falls into the stereotype of the brainless blonde girl with daddy’s credit card; however from an insider’s perspective, such as her close friends and family, you are able to see that she is a genuine, smart, and passionate young woman. Being able to relate to Blake Lively’s character makes it even more important to break apart from my initial branded stereotype. I try to take everything that I have been so privileged to learn and see from my family and convey it with my personality. My parents have taught me to be kind to everyone and help others whenever need be, to always keep my head up high and strive for success. Life gives you opportunities every single day, and I believe that it is important to take those opportunities to better yourself and the people around you.

Gossip Girl's Serena van der Woodsen

In general, I want people to see me the way I see myself, and after my initial stereotype is broken, I think most people do. However, the different demographics in my life will always have slightly different perceptions of my identity. My closest friends and family, who know me down to the core, do not view me the same way that my professor probably views me. I would never tell my professor all of the things that my mom knows or my best friends know, but human nature has formed us to be that way. This may sound initially negative, but I believe it’s just a part of human nature. We allow others to perceive us differently based on the connections and affiliations we have with them.

All in all, I passionately believe that it is our duty to break out of our stereotypes that we may be initially branded with. Everyone has a negative stereotype they may be categorized as, however, that doesn’t give us permission to fall into that category. Though people may come off a certain way, they are most likely very different once you get to know them. I try my hardest for people to view “Caroline Duley” as an all-around great girl. With a genuine and passionate personality, anyone is able to have others view themselves in the light that they want to be seen in. 

Test Post

Rollins College Country Club!
(Courtesy of Rollins College)

Hi! My name is Caroline Duley, and I'm a sophomore at Rollins College. I'm originally from Lake Mary FL, and I'm majoring in Communications Studies.