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Liz James Designs - Marketing Campaign Book - Spring 2014

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Liz James Designs - Marketing Campaign Book - Spring 2014

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Campaign proposal for Liz James Designs, a small jewelry store in Austin, TX. Our audience was not marketing executives, but a small business owner with only basic experience in advertising. Thus we developed and pitched our campaign that was simple and elegant, yet heavily digital and analytical.

Campaign proposal for Liz James Designs, a small jewelry store in Austin, TX. Our audience was not marketing executives, but a small business owner with only basic experience in advertising. Thus we developed and pitched our campaign that was simple and elegant, yet heavily digital and analytical.

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Liz James Designs - Marketing Campaign Book - Spring 2014

  1. 1. PRESENTED BY ICE MEDIA
  2. 2. 2 EXECUTIVE SUMMARY 8STRATEGY & INTEGRATION 21 SUGGESTIONS & RECOMMENDATIONS 24MEASUREMENT 27MOVING FORWARD Table of Contents
  3. 3. Executive Summary & Situational Analysis
  4. 4. Executive Summary Here at ICE Media, we want to introduce a campaign for Liz James Designs that creates a family through stories. This campaign runs for one calendar year and it focuses on highlighting the original style of jewelry and easing the shopping experience. Shoppers are looking for a social experience when they look for jewelry. Liz James should be able to provide an engaging shopping experience that will encourage customers to come again and tell their friends. Our primary target market will be women aged 35-65 who make $150k+ per year. This market can be divided into 2 segments: Baby Boomers and Generation X. We not only want to target these women, but we want them to share their experiences with their friends and on social media. Finally, we want to focus on digital executions such as Search Engine Optimization (SEO), revamping the website, the blog and launching an email campaign. We also suggest a proposed retail location and a digital marketing firm here in Austin. Liz James does not need to focus on traditional advertising, as we believe your story can be better captured and spread via digital media. Using those stories to bring the company and consumers together into a family will help sell Liz James as a brand. 3
  5. 5. Situational Analysis The Situational Analysis answers who Liz James is, introduces primary and secondary research efforts and S.W.O.T. analysis PRIMARY RESEARCH Our primary research was based on store and event observations. We learned that the average Liz James consumer looks for a social shopping experience. Shoppers bring in their friends, daughters, and family members to help decide on purchases. Liz James is seen as a “friend” and shoppers want to buy because of her friendly persona. At other stores around Austin, ICE Media noticed that consumers always look for validation of their choices. They want their friends and family to tell them their choice of jewelry is nice. We also noticed that consumers would point out jewelry pieces they have had for a long time. They want those jewelry staples that stick with them and last throughout fashion shifts. SECONDARY RESEARCH Who is Liz James? (Existing Brand Identity) Liz James is all about the detail. Her jewelry inspires elegance, and it presents classic pieces that can transform every woman’s wardrobe into an effortless ensemble. Women are meant to feel beautiful and comfortable wearing her designs; furthermore, Liz James pieces are appropriate for any occasion, from the carpool lane to the evening gala. Quality and detail are what make Liz James so unique, and this is the reason why her jewelry stands the ‘Test of Time’. One of our favorite ‘looks’ is Liz James with a classic T-shirt and blue jeans, with light, versatile earrings and a matching necklace. Her pieces reflect your personality; you can wear them long, short, or even double a necklace as a bracelet which allows you maximum versatility. Let these pieces help you build your own personal story. Liz James is an everyday experience that will make you smile every time you put it on. Design Philosophy There are no exact rules. From layering old pieces with new ones, to mixing metals, anythings goes. Her mother’s crosses and pearls are an iconic element to many of the designs she makes. Liz James is a mixture of metals and stones that give a unique depth to every design, so each piece manifests something unique that prevents customers from looking exactly alike. She uses semi-precious stones, 14-karat gold fill and sterling silver wire. Jamie Pope is an incredibly visual person, constantly processing what she sees and uses that to inform her designs at Liz James. • Semi-precious stones only bought personally in China • All jewelry is handmade in USA • Names of each piece originate from first purchaser for convenience • Liz James is ‘not trendy.’ She is original and classic Key Insights 1 Jewelry shopping is a social event 2 Consumers want a positive in-store experience 3 Shoppers want the most value for their dollar 4 Consumers want companies to engage with them even when they’re not in the store SWOT Strengths • Original • Versatile • Local • Strong social media presence • Single seller & designer Weaknesses • Not well known • Not easily accessible • Small office Opportunities • Retail space closer to downtown • Hiring a local digital marketing firm • Create a stronger story and sense of family Threats • In store experience • Shopping ease 4
  6. 6. DIRECT Eliza Page has a retail location on 2nd street downtown Austin, and features over 30 designers. The store regularly hosts jewelry events and trunk shows, and their jewelry ranges from under $100 to over $1,000. Eliza Page has been featured in InStore Magazine as well as Tribeza. They also distribute coupons on RetailMeNot.com. Stella & Dot has grown into a global brand that relies heavily on “social selling,” which includes buzz on social media. A large portion of Stella & Dot’s sales comes from direct selling within trunk shows. When a host holds a trunk show, they receive style rewards for lower pricing on products in the store. Golden Thread is located in Houston and represents a line of handmade custom jewelry. Founder, Jennifer Welker, personally designs and customizes each handmade piece in her Houston studio. Golden Thread does not have a retail location, but pieces of their jewelry are displayed in Saks Fifth Avenue and small boutiques locally as well as outside of Texas. Necklaces have been seen on Pippa Middleton, and the brand has been featured in People Style Watch, InStyle, and Redbook magazines. Haley Lebeuf is also hand crafted jewelry centered on the qualities of beauty, fun, and practicality. Described as earthy and raw, her jewelry represents Haley’s experience in Austin. She does not have a retail location, but her jewelry can be found in stores in Austin and Houston. Evaluation: Liz James should emphasize the importance of her brand independence and the unique story her jewelry tells her consumer. Many competitors feature jewelry created by other designers, so Liz James needs to stand out as a brand that representing only one. INDIRECT Nordstrom is a high class department store with its primary customers being women age 25-50. Women shop in this department store in search of quality clothes, shoes, and accessories, therefore convenience is a major factor because all things are in one place. Nordstrom sends out catalogs every month with new fashions and designs to keep customers up to date, and this catalogue is also paired with an app that helps customers navigate the catalogue quicker. By George is a high end retail store with three locations in Austin. The store showcases jewelry from Rebecca Lankford designs and Charde Jewelers, receiving 100% of sales in store because the website is lacking ecommerce. By George targets women and men via store location, social media, and word of mouth for customers who are willing to pay more money for a quality product. Anthropologie represents a trendsetting retail store for younger women seeking a unique style. The women coming into Anthropologie resemble our secondary target market for Liz James, ages 25-34, as well as stretching down to ages 18-24. The jewelry in Anthropology comes from a variety of designers, and it reflects the same unique style held by the clothes in the store. Evaluation: Liz James is a high quality brand that has something special and unique to offer. The essence and story behind each piece of jewelry needs to be shown and highlighted through the website and other marketing vehicles. As these competitors are a convenient shopping experience for customers because of the variety of products are all in one location, Liz James jewelry should manifest the quality and versatility of the product throughout the advertising campaign in order to surpass the aspect of convenience. 5 Competitors How do they do it and what can we learn from them
  7. 7. Target Audiences Our primary target market will be women aged 35-65 who make $150k+ per year. This market can be divided into 2 segments: Baby Boomers and Generation X. BABY BOOMERS 50-68, compose 23.6% of U.S. population These women are now entering a time in their lives where they can go back to pampering themselves. Most of them still have an active career, but only 1 in 5 households have children under age 18. They have more time to enjoy life outside of work, and spend more time checking up on their kids in college. This said, buying a set of jewelry for themselves or their daughter in school is a quick pass-time for them. The quality of the product plays a huge factor in their purchase decision and brand loyalty, as does offering them a good store experience that they enjoy. BABY BOOMER PROFILES Baby boomers span over two decades, therefore marketers targeting them would benefit by looking at the generation based on the life stage factors that motivate their purchasing decisions. Harper, 52 Harper is married and has two kids in college, which allows her the time to go back to hobbies she loves; tennis and art. Her husband is an architect, and Harper is also a CPA, so her hands are always full, especially around the beginning of the year. After April 15th, she and her husband love to go on vacation and travel the states for new adventures. Sofia, 68 Sofia is also married with three kids and two grandkids. Now that she is retired she has a lot of time to dedicate to family, as both she and her husband are very family oriented. Between her grandkids’ soccer games, the YMCA, and her weekly game of Poker with her girlfriends, Sofia is always on the go and wanting to look her best. BABY BOOMERS’TOP FIVE FACTORS“VERY IMPORTANT”TO PURCHASE DECISIONS, NOVEMBER 2013 77% Getting the most value for my money 42% Having a positive experience in stores 42% Purchasing items at a discount 21% Buying something that makes me feel good about myself 15% The opportunity to make purchases online rather than in stores Mintel: Marketing to Baby Boomers, January 2014 Primary 6
  8. 8. GENERATION X 35-44, compose 16% of US Population These women are on the go and have entered into a time in their life where is it no longer about them, but more about their kids. They are at the peak of their careers and have limited time to themselves. They are great multitaskers and their main concern is not wasting any time so they can spend as much leisure time with their families. A huge concern for them at this point in their life is keeping their identity and they don’t want to just be seen as a “soccer mom.” When alone, these women spend most of their leisure time surfing the web or listening to music. They research products thoroughly first on retail sites before making purchase decisions, therefore a strong, innovative site is recommended. We found that both segments in this target as well as our secondary target are more likely to view emails if they offer them something in return. We suggest offering engaging emails aided with small percent discount codes to further entice your audience to be pulled to your website. GENERATION X PROFILE Audra, 40 Audra is a 40 year old wife and mother of 3 children residing in Westlake. She’s an early riser because she must take her 2 youngest children, to Westlake Junior High every morning and make it to her office by 8:30 am. Audra started her own real estate company – JKB Realty – after graduating from UT Austin in ’96 and it has flourished since then. She specializes in high-end properties in West Lake, Downtown Austin, and Lake Travis and is constantly holding open houses in these areas. When she gets off work at 5 and immediately goes to pick her kids up from cheer and football practice. Audra’s husband, Jake is a doctor at Westlake Medical Center, and usually til 6:00 pm, so Audra and Jake usually prepare dinner around 6:30 pm. After dinner they relax in the living room for the evening. WOMEN, 25-34 These women are just getting into their careers and beginning to make enough to splurge on themselves every once in a while. In addition to this, some of these women are newlyweds expecting their first children. They are more willing to view social media promotions, filter through their emails, pin on pinterest and engage in social media. If we want to drive traffic to the website, these are our women to target. Our 35-65 age bracket will not be as active on social media, especially the latter older half. They are most likely to buy fine jewelry for themselves rather than as a gift for someone else. They are drawn to brand names and are influenced mostly by their peers when making decisions (want to impress). Also, they are drawn to exclusivity and limited time offers. Target Audiences cont. Generation X composes the other half of our primary target audience, while our sencondary target audience consists of women ages 25-34 Secondary 7
  9. 9. Strategy & Integration
  10. 10. Positioning This chapter begins with ICE Media’s vision and positioning for Liz James Designs against the chosen primary and secondary targets, and is then followed by the creative brief and executions OUR VISION FOR LIZ JAMES Our vision for Liz James Designs is to create the persona of Liz James, connecting that story to consumers and allowing them to understand the quality and personal touches behind each piece of jewelry. POSITIONING Liz James is positioned as a small jewelry business dedicated to finding the best materials to make high quality jewelry for women to wear for years to come. We want to build the profile of Liz James as an authority on all things jewelry. Liz James is about attention to detail and the depth of knowledge on how to make quality jewelry, which is why we want to build a story around her process of making these one-of-a-kind pieces. We want to show owner, Jamie Pope, buying materials in China, the design process, take-n-bake packages, trunk shows, events and feature purchasing decisions by devoted Liz James customers. To build this story we will put a focus on digital platforms with a large emphasis on visuals. Content is important for any business, but great, quality and eye-catching graphics and information are what engages our target audiences of on-the-go moms and career driven women. CREATIVE BRIEF What are we advertising? Jewelry Why are we advertising? To communicate the uniqueness, quality, and versatility of Liz James Designs Whom are we talking to? We are talking to women of various ages, specifically women 35-65 and 25-34. These are either career driven women, on-the-go moms, or empty nesters. They like to be stylish and down-to-earth. What do they currently think? These women currently are getting into their careers or already are. They need jewelry that can be thrown on in a second and step up an outfit. They are moving away from costume jewelry and considering quality and value more in the metals and stones that jewelry is made with. What do we want them to think? We want them to think that jewelry can be easy to wear. We also want them to think that good quality jewelry is made by the best. What’s the SINGLE most important thing we can tell them? Liz James is versatile, great quality jewelry. Why should they believe it? Liz James designs are hand crafted and made from high quality materials meant to be worn for years to come. Are there any creative guidelines? Jewelry should be versatile. Jewelry should have great quality. Jewelry should last a lifetime. “Everyday Elegance Versatile Woman” for the 9
  11. 11. Traditional Executions: Trunk Shows & Events Trunk shows and events bring our target audiences together and generate WOM TRUNK SHOWS Liz James already does a great job at trunk shows. A majority of her sales comes from these events. The only recommendation we have is making a bigger deal about them by using social media and word of mouth to entice people to stop by their booths. We love when new customers drop by just because of the look of the jewelry, but we also want people to be excited to see Liz James first and tell everyone else about her. Social media should announce when trunk shows are happening and tease the products Liz James will be selling. BI-ANNUAL EVENTS (Spring & Fall Collections) These should be scheduled around February (for Spring) and August (for Fall). The Roman Holiday event was a great starting point for Liz James but there is much that can be done. These events should be hosted regularly. Major influencers from Austin (mainly), Dallas, and Houston should be invited each time. These include bloggers, major retailers from around Austin, and others. Name tags should be handed out with personalized information so everyone knows who’s who. One should be scheduled around a dinner and the other should be a more informal event like Roman Holiday was. 10
  12. 12. Digital Media Vision As we said earlier, most of our focus will be on digital media, both paid and earned. We want to turn your digital presence into a so-called inbound marketing funnel that will constantly drive visitors to your website and ultimately, sales. graph 11 “Inbound Marketing Explained.” Harlaco Webb. 16 Apr. 2014. http://harlacowebb.com/online-marketing/social-media/. BUYER STAGE ADVOCACY
  13. 13. Digital Executions: SEO Many small business owner’s have come to realize the importance of SEO, but unfortunately their beliefs do not meet current reality. SEO is not just about creating as many backlinks and inserting as many keywords as possible anymore. ‘Social-Proof’ is the new reality. Google Search Ranking Factors in the US (spearman correlation coefficient, factors selected limited to those with coefficient >0.1) June 2013 Google +1 Facebook shares Number of backlinks Facebook total Facebook comments Facebook likes Pinterest Tweets % backlinks rel=nofollow SEO visibility of backlinking URL % of backlinks with Stop word Length of URL Number of internal links Word count in anchor text HTML length Position of keyword in title (character) Position of keyword in title (word) % of backlinks from same country Word count Keywords in body Keyword in external links Text character length 0.40 0.34 0.34 0.34 0.33 0.31 0.29 0.28 0.25 0.20 0.18 0.16 0.15 0.14 0.13 0.12 0.11 0.11 0.110.11 0.11 0.11 0.11 Marketingcharts.com | Source: Searchmetrics THE TAKEAWAY This graph shows presence on social platforms such as Google+, Facebook, Pinterest and Twitter are the main determinants of Google Search Rankings. The more presence and activity being shared through these platforms improves a company’s ranking in “organic” (un-paid) search results. 12 WHAT IS SEO? Search Engine Marketing (SEM) can be acquired by use of Search Engine Optimization (SEO), which requires the adjustment of website content to gain a higher ranking. SEO focuses on the visibility of a website in “organic” (unpaid) search results. SEO consists of different segments: image search, local search, video search, and academic search. This is why website content and quality are important factors when it comes to owning a website and gaining more traffic.
  14. 14. Digital Execution: Website Why is it necessary to redesign the website? WEBSITE IMPROVEMENTS A redesign of the Liz James website is necessary to cater to the new target audiences and their web browsing habits. The redesign of the website will have friendly navigation for both young and old ages. Lots of whitespace, simple colors, easy-to-find tabs and links will allow consumers to find just what they need when learning about the story of Liz James, browsing and shopping, or reading the blog. DRIVE TRAFFIC One of the objectives was to drive traffic to the website and increase online sales. Redesigning the website and easing the navigation will increase traffic and online sales. Gaining popularity on the web is no longer just about keywords, but about great website content. Search engines like Google rank well-designed and great content websites higher on search lists. Redesigning the website will allow Liz James to gain better presence in natural, organic searches.1 MOBILE & TABLET FRIENDLY Mobile-commerce is rapidly growing and implementing itself in e-commerce. Although the majority of consumers still use a desktop to make online purchases, mobile and tablet purchases are on the rise.2 Your website needs a responsive design that is smartphone and tablet ready. E-COMMERCE E-commerce is growing and here to stay. Having a well-designed and user-friendly website is important for any business to gain popularity and sales. E-commerce allows businesses to reach out to more than their local consumers and can allow a business to grow nationally. Women 35-54 believe that online shopping is more convenient than going to the store, and women 18-34 believe that the selection of products online is better than that at physical stores.2 LIST OF CHANGES • Large, high-detailed photographs of jewelry on mannequins and models • Macro photos. Show off that great detail you handcrafted into each piece with vibrant, clear photos that make your customer believe they are hold- ing the piece in their hands. If you don’t have good photos, no amount of social media, Google AdWords or e-blasts will sell your product. • Product videos that feature the movement of jewelry on the models and can double for social media purposes. • Update the “About” page; tell the Liz James story • Bold Newsletter Sign-up • Updated Link to Blog • Place Re-Targeting Pixel (To be explained further in the book) WEBSITE MOCKUP 1 http://www.forbes.com/fdc/welcome_mjx.shtml 2 Mintel: Online and Mobile Shopping 13
  15. 15. Digital Execution: Online Video Telling the Liz James story digitally and showcasing the movement of high quality jewelry LIZ JAMES JOURNEYS These videos will be shot for the intention of building up the persona of Liz James. Such videos will capture the process of making a Liz James piece from beginning to end. The travels, hand-picked stones, and hand-crafted metals are what make each Liz James piece special, so why not create a story around what makes them unique. Such stories will emote and connect the consumer closer to the Liz James persona of traveling and being down-to-earth, as well as ensure that each piece is made simply for them. Liz James Journeys video ideas include: • Spring Collection Event • Fall Collection Event • Picking out religious items for religious occasions These videos will be distributed through: • Email Newsletter • Blog • Social Media (YouTube, Facebook, Pinterest, Google+) E-COMMERCE Creating 360-degree views of each jewelry piece will engage the consumer more on the website and allow them to understand how the jewelry looks on a person, how it lays and allows them to determine sizing. These videos will be very similar to those found on Amazon or competitor, Stella & Dot. Up-close 360-degree videos of products are viewed by many consumers. Nearly three-quarters of consumers (73%) say they are more likely to purchase after watching videos that explain a product or service.1 1 “Real-World Education for Modern Marketers.” 14
  16. 16. Digital Execution: Blog Redesigning the Liz James blog is necessary to engage target audiences with the brand, increase traffic to the blog and then to the website, and gain popularity in natural searches with quality content. REDESIGN Currently the blog stands alone and the link is hard to find. To make sure that the blog is seen as an important part of the Liz James brand, we propose renaming the blog from “Pearls on a String” to “Liz’s String of Pearls.” We want to build the ‘persona’ of Liz James, making her an authority on all things jewelry. The blog will be given a navigation tab of its own on the website so it can easily be found. SOCIAL MEDIA INTEGRATION The Liz James blog is not just a place to post day-to-day journal posts, but a stage to implement all social media platforms in one place. Content here or content done on Instagram, Facebook, Twitter can easily be placed on the blog or vice versa. This will allow the brand to cover as much online space where our consumers are browsing. For example, an Instagram photo taken by a customer can easily be featured as “The Photo of the Week,” on the Liz James Blog. DRIVE TRAFFIC TO WEBSITE Once consumers read the stories behind Liz James on the blog or how the jewelry can be used in everyday outfits, the consumer will be prompted to visit the website and purchase jewelry. SEO/SEM Having a company blog that houses deeplinks gives the website more credit. Great content means more credit and more credit means higher rankings on natural searches. 15
  17. 17. Digital Execution: SEM Optimizing the brand name for more natural search results & website traffic WHAT IS SEM? Search Engine Marketing (SEM) is a form of internet marketing that involves promoting a website through Google AdWords. These paid search results pop up at the top and to the side of search results. RECOMMENDED STRATEGY • Local Search: focus in Texas • Image Search: optimize images, take quality photos • Video Search: optimize videos EXAMPLE KEYWORD GROUPS • Metal Jewelry • Versatile Jewelry • Local Austin Jewelry • Natural Jewelry • Handcrafted Jewelry EXAMPLE NEGATIVE KEYWORDS • Cheap Jewelry • Used Jewelry Campaign Creation Expansion Conservation Bidding & Testing Data Accumulation Metrics & Social Optimization Bids, Copy, Placement Proven Efficiency Continuous Optimization SEM Campaign Cycle Metric 2012 2013 Cost Per Click (CPC) $0.84 $0.92 Click Through Rate (CTR) 0.5% 0.5% Conversion Rate 3.4% 8.8% Cost Per Conversion $24.40 $10.44 16
  18. 18. Digital Execution: Programmatic Buying & Re-Targeting Learning to advertise digitally on easy-to-use platforms WHAT IS PROGRAMMATIC BUYING? Programmatic buying is the application of artificial intelligence and ‘big data’ to bid on an advertising digital inventory through an advertising exchange. This can be done in real time for the opportunity to show one specific ad to one consumer and in one context. WHY ADROLL? One dashboard and greater insights Because they have no minimum spend and they support all formats (Display, Video, & Facebook Display). This means you can manage all display campaigns through one dashboard, and combine your data from all channels. This results in greater insights from your consumer’s data. AdRoll also offers advanced analytics and optimization strategies to stretch your dollar as far out as it can go. RE-TARGETING Through a tracking pixel placed on your website we will be able to follow your already-interested prospects across the web and serve them ads wherever they are. Web surfer visits your website Web surfer sees your ad on other website. Web surfer leaves your website for another website Web surfer responds to your ad and returns to your website. 17
  19. 19. Digital Execution: Email Adopting a fresh email campaign to create brand loyalty and drive sales EMAIL LAUNCH A fresh email launch will reach customers as efficiently as possible, and it will allow us to tap into a channel that will maintain and grow the story of Liz James. Reaching customers who have visited the store and provided their email addresses will start a relationship, and build on the family within your brand. Liz James is more than a store. It is a foundation on which a story is being made and relationships are built. This execution will also increase word of mouth between existing customers and their friends because it is easy to spread around and forward, as it is a quick way to get important information out. Case Study: An Email Campaign From Online Jewelry Retailer1 Results achieved were: • Reduced email volume by 52% • Increased conversions by 24% • Increased total revenue by 51% • Click Through increased by 71% • Open rates doubled to 7% This execution will lay a solid foundation for future campaigns and should include new designs, updates to the blog, coupons, and important events coming up. As seen in the graph, email marketing has one of the top ROI ratings, second to SEO. 181 http://www.marketingsherpa.com/article/case-study/re-permission-welcome-emails
  20. 20. Digital Execution: Social Media Maintain a consistent presence across all social media platforms TACTIC When posting on social media, maintaining a consistent presence is necessary for relaying important information to your target and facilitating customer engagement. While the younger portion of your target market is more likely to view Twitter and Instagram, the older portion has a bigger presence on Facebook and Pinterest. By posting on all four of these channels during high traffic hours, Liz James will be able to reach and unify the whole target at any point in their day in order to keep your brand on the top their mind. A growing social media presence will encourage your customers to interact with the Liz James brand by posting their own stories and experiences with your jewelry, and tagging Liz James. In addition to posting about Liz James products, asking followers to post about themselves will put the spotlight on them and add a new dimension to our growing story. We want to develop a conversation with your audience and continue it throughout the campaign, always bringing viewers back to the blog and the website in order to continue increasing online sales. MOCK UP Keep your social media active and relevant throughout the year. In addition to posting for monthly holidays, you can utilize a slow month, say June or July, to recognize non-profits or style trends. 19
  21. 21. Digital Execution: Social Media Calendar cont. Adopting a social media calendar can make posting and sharing quick and easy MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY 8:00 am 10:00 am 12:00 pm 2:00 pm 4:00 pm 6:00 pm 8:00 pm 10:00 pm AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JUL Fall Launch Back-to- School Austin Fashion Week Breast Cancer Awareness Thanksgiving, Veterans Day Christmas, New Years New Beginnings Spring Launch, Valentines Day First Day of Spring, International Women’s Day Easter, Family End-of- School, Graduations, Mothers Day LJ Gives Back Fourth of July CONTENT CALENDAR SOCIAL MEDIA CALENDAR Shown below are each of the four media outlets placed at peak times of the day in which your target audiences are looking at that particular channel. 20 KEY Facebook Twitter Instagram Pinterest
  22. 22. Suggestions & Recommendations
  23. 23. Proposed Retail Location Opening a retail location will increase revenue while also giving yourself a physical location to express your brand image WHY RETAIL SPACE? The necessary growth of a small business Liz James Designs is growing fast and the studio space can only hold so much. A retail location is necessary to expand the business and move retail out of the studio, that way there is more room to create stunning jewelry for years to come and allows a focus on sales and development. LOCATION: SOUTH CONGRESS Why South Congress? Word of Mouth: Because Liz James is wishing to move outside the Austin area and gain consumers in other areas of Texas, we feel that a retail location in Austin will benefit Liz James with word-of-mouth. Having a retail space on South Congress where locals and out of towners mingle will create word-of-mouth throughout Texas and beyond. STYLE & AMBIENCE Liz James Designs retail space does not have to be a very large space, but just enough to allow passerbyers to view the jewelry. The retail space will embody the Liz James down-to-earth style: natural tones and use of stones. The atmosphere will be easy going with great customer service from Liz James employees. There will be a large emphasis on customer service and assistance to those who walk through the door: • a) personal stylists • b) gift decisions • c) care and instruction • d) jewelry repair Customers old and new will want to come to Liz James for their inviting ambience and friendly, southern hospitality. 22
  24. 24. Proposed Public Relations/Social Media Firm For maintaining your presence online WHY SUGGEST A PR/SOCIAL MEDIA FIRM? We suggest using a local digital marketing firm to handle the constant need of an online presence. “Sync Digital Marketing designs, implements, and manages the entire online presence and marketing for small businesses. Our clients are business owners that are aware of the importance of digital marketing, but for whom it’s not cost-effective, are not interested in, or unable to do their online marketing themselves.” 1 Sync describes their work as follows: “Your organization’s website is no longer just a brochure. Online marketing efforts are all part of, and work better as, a system. Branding, Website, Social Media, Local Search, Mobile Marketing, SEO and SEM, and Email Marketing should all work together. We bring centralization to your digital presence, and approach digital marketing from a holistic point of view.” 2 Sync is slightly on the pricier end, but as your company continues to grow in the upcoming years, we believe this will be a highly valuable asset to your company. And provide a high ROI that will cover the costs. 1 http://syncdigitalmarketing.com/what-we-do/ 2 http://syncdigitalmarketing.com/how-we-do-internet-marketing/ into ourvisibility marketing efforts has allowed us to eliminate significant ad budget that was just being wasted.” “The of designbalance expertise, marketing savvy, and technical understanding.” “A 23
  25. 25. Measurement
  26. 26. Media Flowchart Type Vehicle Property 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Traditional Promotional Fall Line Launch Traditional Promotional Spring Line Launch Digital SEM Google Ad Words Digital Social Facebook Digital Social Twitter Digital Video/Display Data Xu JuneJuly August Sept October November December January February March April May Media Total Spend % of Total Spend Event #1: Fall Line Launch $5,000.00 20% Event #2: Spring Line Launch $5,000.00 20% SEM $5,000.00 20% Facebook $4,000.00 16% Twitter $1,200.00 5% Programmatic Display/Video $4,500.00 18% Contingency $300.00 1% Total: $25,000.00 100% Percentage of Total Spend Media Breakdown 25
  27. 27. Budget Clicks Conversion Rate Cost Per Click Sales Total Cost 5,217 8.80% $0.92 459 $4,800.00 Social Impressions Clicks Conversion Rate Cost Per Interaction Sales Total Cost Facebook Marketing - Event RSVP 2,174 $0.29 $2,000.00 Facebook Marketing - Other 37,500 1.50% $0.08 563 $3,000.00 Twitter Promoted Tweets 10,000 0.50% $0.04 50 $400.00 Earned Media - Pinterest, Facebook, Google+, Twitter, blogs, email, and other social shares 352,020 0.25% 880 $0.00 Clicks Conversion Rate Cost Per Click Sales Total Cost 12,857 1.25% $0.35 161 $4,500.00 2,112 $14,700.00 Events Attendees Conversion Rate Sales Total Cost #1 - Fall Line Launch 150 135 $5,000.00 #2 - Spring Line Launch 300 195 $5,000.00 330 $10,000.00 $300.00 Sales Total Cost 2,442 $25,000.00 $202.00 $493,363.73 $400,000.00 19% Traditional Totals Misc. Campaign Totals 65% 90% Digital Digital Totals Traditional SEM Google Ad Words Programmatic Display/Video Ad Roll Expected Profit of Campaign Sales (1 Year Duration)= 2013 Profit= % Sales Increase= Average Profit of Each Sale= Contingency 26
  28. 28. Moving Forward
  29. 29. Moving Forward Finding who Liz James is and where to go from here We want to help your brand build a story. Within this story are a multitude of things Liz James has to offer, such as quality, versatility, customer service, and empowerment. In addition to these, our team believes the greatest gift Liz James has to offer is family. Anyone who is a part of the process automatically becomes a part of that family. From the hands who pick the materials and the women who “take and bake,” to the final inspectors and the customers who have the joy in taking home this one of a kind piece of jewelry, everyone matters, and everyone has a place. ICE Media wants to be a part of your family. Here at ICE, we understand the importance of sustaining that online presence. We understand what it means to be a busy woman on the go. Our daily schedules need some of the Everyday Elegance Liz James can afford. We believe that Liz James has a lot to offer, and we are confident that by building and maintaining relationships with our specific target audiences through a variety of channels, we will be able to help you construct that. Now the pen is in your hand. How do you want to begin your story? 28 “Everyday Elegance” to Liz James Designs... Ready to bring On behalf of Liz James Designs Date On behalf of ICE Media Date
  30. 30. Meet the Team What does everyday elegance mean to you? Ashley Bingham public relations Gabriel Chambers media director Madeleine Dao art director Cameron Flores account planner Taylor Goodwine account planner “To me, everyday elegance is being comfortable with your own style. It’s being proud to show off your own confidence.” “To me, everyday elegance is living your life with style and grace.” “Everyday elegance to me is taking advantage of life’s little pleasures and doing it in style.” “I see everyday elegance as someone who pushes themselves everyday but does so with so much class that others can’t help but be inspired.” “Everyday elegance is found in the little things in life. It can be going for a long run on a beautiful day or finding that perfect necklace to match your new dress.” 31

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