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Transcript of Client Presentation
Sydney Walsh – Gabrielle Casole – Christin Grulke – Madeleine Throckmorton – Joe Byrd
Background • Family owned business dedicated to sending
messages of love and encouragement to those in need through quality and environmentally friendly products
• Company was founded after the devastating loss of the owner’s daughter, Grace, who never lost her smile, even in the midst of dire circumstances
Central Core of Difficulty• Lack of product differentiation in an already saturated market of feel-
good products
Secondary ResearchWe conducted our secondary research as a starting base to determine what
we should look for when we conducted our primary research.
Secondary Research Conclusions• An online presence is essential in order to
drive traffic to your website• Social media marketing, email marketing,
and content development are great ways to increase your online presence
• Search engine optimization is key
Primary ResearchWe conducted an online survey to establish consumer buying habits, how aware the
public was about Panda On!, what products consumers were interested in buying, and what type of media consumers responded most too.
Primary Research Conclusions• Currently, many consumers in the Greater
Savannah area are unaware of what Panda On! Is and what brand stands for
• However, those who are aware of the brand link it to positive messages of encouragement
Primary Research Conclusions• Mugs, t-shirts, and stuffed animals were the
most popular condolence gift choices• Most consumers are willing to spend up to
$30 on a condolence gift• Social media, websites, and email are the
best way to get in contact with consumers
Primary Research Conclusions• Consumers prefer to have an emotional tie
to a brand• American made and environmentally
friendly products ranked high with consumers
• Knowing that a portion of the proceeds is going to help someone also ranked high
Situation AnalysisTo establish how to proceed from here with our findings, we took a look at the
situation as whole to determine our next steps.
Strengths• Consumers can relate to your background
story• Your brand is strong and consumers
recognize it• Founders are passionate, and this is
exhibited by the brand
Weaknesses• Website and social media are not easily
accessible• Target audience is not aware of the company
or its message
Opportunities• Product expansion• Promotional video to highlight company’s
background story and brand • Community events
Audience Delineation We honed in on a specific set of consumers to better tailor the campaign to your
needs so that Panda On! Can continue to grow.
Target Audiences• Primary Audience: Baby Boomers– 40-80 age range
• Secondary Audience: Millennials– 18-34 age range
Why Baby Boomers and Millennials?
• Support products that are environmentally conscious and American-made
• Support products with a noble cause
GoalWe wanted to generate increased awareness throughout the local communities
through an improved online presence and attendance of more local events.
Objectives – to be achieved by January 1, 2018
• To increase sales by 15%• To boost engagement rates on social media by
50% • To boost traffic to the website by 75% • To have at least 20 active followers on the
company’s Facebook page• Create an Instagram account with at least 100
active followers
Strategies & TacticsBaby Boomers
Strategies & Tactics
• Strategy 1 – Emphasize Panda On!’s cause– Social media posts about
• Company’s donations• Scholarship• Grace’s story
• Strategy 2 – Interact with followers– Encourage followers to
• Share their own stories• Tag friends in posts
– Host giveaways
Strategies & Tactics
• Strategy 3 – Highlight company’s purpose– Create cohesive web
pages• “About” page• Day of Grace page• Scholarship page
• Strategy 4 – Special Offers– Email offer– Ad offers– Track analytics to see
which methods are successful
Strategies & Tactics
• Strategy 5 – Community Events– Instagram Photobooth– Promote Products
• Gift baskets• Promotional Video
Strategies & TacticsMillennials
Strategies & Tactics
• Strategy 1 – Generate new leads– Ads
• Banner Ads• Paid Search Ads
– Email sign up button on website• Email requested
information to customers
• Strategy 2 – Update social media– Update social media 2-3
times a week– Share background story– Scholarship recipients
post
Strategies & Tactics
• Strategy 3 – Increase visibility– Search engine
optimization– Link social media to
website– Ads on social media to
link back to website
• Strategy 4 – Follower Interaction– Photo caption contests– Followers submit photos
of Pep’s travels with them
– Contests – like, share, and tag
Strategies & Tactics
• Strategy 5 – Utilize Instagram– Personalized hashtags -
#PepInMyStep – Photos from events– Like and comment on follower’s
posts
Budget Highlights
• Promotional Video• First Friday fees (for 3 of
12 months)• Facebook Ads• Website Update• Banner Ads• Paid Search Ads• Fliers• Business Cards
• Brochures• Bookmarks• Gift Baskets and
Supplies• TV’s to play video on at
events• Emergency Buffer
Calendar Example
Media PiecesA sample of a few of the media pieces we have created for you.
Website
• Easier to navigate• Portrays brand• Combined Day of Grace
page with regular site for easier access
Website
Website
Website
Email Offer
Pamphlets
Business Cards
Banner Ads• Can pay to
have these show up in internet browsers for users who are seeking similar products and services
Instagram Photo Prop• Prop it up near
your event table at community festivals and events and encourage attendees to take photos behind it and tag Panda On!
Social Media Example Posts• Integral part of connecting with your
consumers
Social Media Example Posts
Social Media Calendar
Post Survey to Evaluate Campaign• Survey questions in Appendix E of your book• How to create a survey via Google Forms in
Appendix F• If the campaign is unsuccessful, we
recommend that you only continue utilizing the aspects that have helped to grow your business