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Multichannel Marketing Plan for Stickman Ray Studios
- 1. Multichannel Marketing Plan for: Stickman Ray Studios By: Lindsay Creswell November 11, 2015 Multichannel Marketing Strategy | University College
- 2. WhatisStickmanRayStudios? • Stickman Ray Studios is a full service graphic design firm located in Ann Arbor, MI. • Stickman Ray Studios exists in the graphic design industry. • SRS offers a variety of services: -Branding & Identity Development -Logo,Website, packaging, and business card design. -Marketing & Advertising -Infographics, banners & signs, brochures, flyers, newsletters, and posters. -Custom Illustration & Design -album artwork, book & magazine covers, t-shirt & apparel design
- 3. Examples of Stickman Ray Studios logo designs
- 4. Strategic Goals for: Stickman Ray Studios By: Lindsay Creswell Multichannel Marketing Strategy | University College
- 5. KeyChallengesof themarketingplan 1 • Increase Brand Awareness • Expand Market 2 • Acquire new customers • Retain current customers 3 • Increase Revenue
- 6. StrategicGoal#1 Increase Revenue by 15% in 2016
- 7. StrategicGoal#2 Acquire 2 new clients in 2016 and gain 1 loyal clients in 2016
- 8. StrategicGoal#3 • Increase social media following by 20% in 2016 • Current Facebook Likes: 109 • Goal by December 2016: 130 • Current Twitter Followers: 20 • Goal by December 2016: 24
- 9. SWOT Analysis for: Stickman Ray Studios By: Lindsay Creswell Multichannel Marketing Strategy | University College
- 10. SWOT:Strengths,weaknesses, opportunities,andthreats. • External forces • External forces • Internal forces • Internal forces Strengths Weaknesses OpportunitiesThreats
- 11. Strengths 1 • Small LOCAL business that offers one-on- one consultations with the designer. 2 • Stickman Ray Studios works on a per-project basis and offers continuing services. 3 • Work with clients every step of the way in order to create successful designs. 4 • Have numerous referrals from reputable companies. 5 • Knowledge of current trends
- 12. Weaknesses One Minimal Online Presence Two Single-Person Company Three Currently uses Illustrator, Photoshop, and Indesign. Four Lack of marketing experience
- 14. Threats Threats Competition from local competitors Increased use of DIY design software New Technology Changes
- 15. Segment Analysis for: Stickman Ray Studios By: Lindsay Creswell Multichannel Marketing Strategy | University College
- 16. TargetSegments definedby:Needs Target Audience defined by NEEDS: • Stickman Ray Studios services local small businesses in need of graphic design services. • Local businesses of all sizes • Stickman Ray Studios also targets individuals who are in need of design services. • Lastly Stickman Ray studios targets non- local businesses of all sizes.
- 17. TargetSegments definedby: Behavior Behavior 1 • Loyalty • Stickman Ray Studios offers ongoing services and project management to existing clients. • At this time a majority of Stickman Ray Studio’s clients are returning customers. Behavior 2 • Usage • Heavy vs. Light • Ongoing large scale design projects vs. one time logo services.
- 18. Target Segments defined by: Demographics -According to the Nielsen Group prizm feature 58% of house holds make less than 25% per year. -80% of the Ann Arbor population falls into the age demographic 10-20 followed by 20% in the 21-34 age range. Target Suggestion: -Student Groups -The Greek Community -Startups Nielson 2015 Nielson 2015
- 19. Segment Behavior for: Stickman Ray Studios By: Lindsay Creswell Multichannel Marketing Strategy | University College
- 24. Tactical Plan for: Stickman Ray Studios By: Lindsay Creswell Multichannel Marketing Strategy | University College
- 25. Strategic goal #1:Increase revenue by 15% in 2016 CSF • Increase Revenue • Increase Sales KPI • # of monthly transactions on the ETSY store. • # of design projects secured each month. Tactic • New Clients: First time client promotion offered through social media pages. • Returning Clients: E-mail promotion, referral program promotion, loyalty program. Measure • # of client inquiry forms filled out each month • # of clients acquired from social media promotions each month • # of items in cart at the ETSY store
- 26. Strategicgoal#2: Acquire2newclients in2016andgain1 loyalclientin2016 CSF • Increase customer Acquisition & Retention KPI • Acquisition: Inquiry forms filled out, Search Queries. • Retention: E-mail list subscribers Tactic • Acquisition: PPC campaign, First time client social media promotions, social media Ads • Retention: E-mail promotional offers to past clients, referral promotions, loyalty program. Measure • Acquisition: # of CTR from PPC ads, CTR traffic from social media to website • Retention: CTR of e-mail list subscribers to the website, # of referrals given.
- 27. StrategicGoal#3: Increasesocialmedia followingby20%in2016 • Increase Awareness CSF • # of followers who are actively engaging with SMR Studios on social networking pages. KPI • Offer a one-time promotion available only to social networking followers. • Hold a monthly design drawing. • Social media followers will have the opportunity to like the page and share a post for a chance at winning a free logo design. • PPC campaign • Social Media ad campaign Tactic • # of followers that participate in the drawing. • # of new page likes each month • # of people who click through to the Stickman Ray website & social media pages. Measure
- 28. Resource Allocation for: Stickman Ray Studios By: Lindsay Creswell Multichannel Marketing Strategy | University College
- 29. ProposedMarketingBudgetAllocationfor: StickmanRayStudios B2B#Marketing#Budget#Allocation# B2B#Marketing#Benchmarks Estimate Budget#Allocation# Gross#company#Revenue $45,000 $45,000 %#of#Gross#Revenue#Allocated#To#Marketing 2%D11% 5% $2,250 Marketing#Budget Awareness#(Programs)################# 14% 14% $315 Product#Marketing# 16% 16% $360 Channel#Enablement# 14% 14% $315 Field#Enablement# 16% 16% $360 Customer#Community#Management# 14% 14% $315 Customer#&#Market#Intelligence# 12% 12% $270 Marketing#Operations 14% 14% $315 Total#Budget 100% 100% $2,250 %#of#Marketing#Budget#Allocated#To#Programs 32% 32% $720 Marketing#Programs#Budget# Social#Media#Advertising# 25% 25% $180 Data#(EDmail)#List# 10% 10% $72 PPC#Campaign# 20% 20% $144 Website# 25% 25% $180 Syndicated#Content# 10% 10% $72 Other 10% 10% $72 Total#Marketing#Programs#Budget 100% 100% $720
- 30. ProposedMarketing BudgetAllocationpie-charts Awareness (Programs) 14% Product Marketing 16% Channel Enablement 14% Field Enablement 16% Customer Community Management 14% Customer & Market Intelligence 12% Marketing Operations 14% Marketing Budget Social Media Advertising 25% Data (E-mail) List 10% PPC Campaign 20% Website 25% Syndicated Content 10% Other 10% Marketing Programs Budget
- 31. Proposed MarketingBudget Explanation Website (25%) A quarter of the marketing budget is being allocated towards the website. This is one of the main channels Stickman Ray Studio’s utilizes to inform, engage, and make sales. Social Media Advertising (25%) Another main channel currently being used by Stickman Ray Studio’s to engage with clients. Due to the past success the company has experienced using Facebook Ad’s the owner would like to use a portion of the budget to run another campaign. PPC Campaign (20%) Allocated to run a first time PPC campaign This campaign should pay itself off quickly if the website and social media traffic increases within the first three months. Data (E-mail) List (10%) This fraction of the budget will be used to run the e-mail promotional campaigns. Syndicated Content (10%) This portion of the budget was allocated to syndicated content in order to get the Stickman Ray blog promoted on other sites. Other (10%) Allocated in case any other tactics go over budget.
- 32. Acquisition Strategy for: Stickman Ray Studios Multichannel Marketing Strategy | University College
- 33. BuyerPriorities& Needs • The most important need Stickman Ray Studios satisfies is cost-efficient graphic design services. Target Audience #1: Small businesses • Stickman Ray Studios offers on-going design project management as well as price cuts for loyal returning clients. Target Audience #2: Returning Clients • Stickman Ray Studios offers quick design turn around for College groups that need cost-efficient and personalized design services. Target Audience #3: University of Michigan College Community • Stickman Ray Studios offers one-on-one design consultations to ensure satisfactory results. Target Audience #4: Individuals
- 34. PositioningStatement: Whatdoweoffer? PositioningStatement Stickman Ray Studios offers custom, one- on-one, cost- effective graphic design services ranging from one time logo design to large-scale on-going project management.
- 35. KeyMessages Small Businesses • Custom design services that communicate YOUR message creatively and effectively. Returning Clients • One-on-one service that works with you every step of the way to create success. University of Michigan Community • Let our designs tell your story in the blink of an eye. Individuals • Let us make your ideas a reality.
- 36. ProofPoints • Stickman Ray Studio’s creates business logos, websites, business cards, marketing & advertising media, and more to effectively communicate your brand. Proof point #1 • Our one man team and constant communication with the designer allow for returning clients to feel at ease. Proof point #2 • Our studio offers a logo design turn around time 3 times quicker than the competition. Proof point #3 • Stickman Ray Studios will work with clients to create a design they are 100% satisfied with. Proof point #4
- 37. ValueProposition We help people, businesses, and organizations communicate their message creatively and effectively. Our goal is happy clients, we will work with you every step of the way to create a design that is not only stunning but successful.
- 39. Measuring & Reporting Performance for: Stickman Ray Studios Multichannel Marketing Strategy | University College
- 40. Performance MeasuresbyTopic ContentDashboard Measures PPCDashboardMeasures SocialDashboardMeasures Most Socially Shared Content • Facebook and LinkedIn posts that gain the most traction. • Can develop future content based on these measures New website visitor acquisition via social media • Effectively measures what channels are creating traffic to the website and what channels are failing to do so. Visits & Conversion by campaign • What Campaigns are successful in creating website & social media traffic? Visits and average session duration • If session duration is low & the bounce rate is high then we need to re- evaluate the current PPC campaign & make changes accordingly. Visits & conversion by keyword search • Provides understanding on our target audience & gives beneficial information to help start an SEO campaign in the future. Conversions By Search Query • This provides more information into what key words are drawing in website and social media traffic. Conversions By Social Network • This feature is beneficial because I can set a conversion rate goal as a share. Now I am able to measure which social networks are drawing in the most sessions and more specifically converting as engaged users. Conversions by Traffic Source • Discover the source behind the traffic that has converted by sharing social content.
- 41. Strategy Summary (Goals, Tactics, & Measurement) Strategic Goals • Increase Revenue by 15% in 2016 • Acquire 2 new clients and retain 1 loyal client in 2016 • Increase social media following by 20% in 2016 Tactic • Increase Revenue= First time client promotions offered through social media pages, Returning client e- mail promotion, returning client loyalty program. • Acquire 2 new clients & retain one loyal client=PPC campaign, First time client promotion on social media, e-mail promotion offers for returning clients, referral program (discounted services for each referral), loyalty program. • Increase social media following= promotion available only to social media followers, monthly drawing specifically for social media followers who like the page and share a content post, Facebook Ad campaign, PPC campaign. Measurements • Increase Revenue tactics= # of inquiry forms filled out, # of items in cart of Etsy store, # of clients acquired through social media promotions. • Acquisition & Retention= CTR from PPC ads, CTR traffic from social media to the website, CTR from e-mail promotions, # of new referrals each month. • Social Media Followers & Engagement= # of new followers and likes each month, # of followers that participate in contests each month, CTR from paid ads to the website and social media pages, CTR from social buttons on the website.