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COM 447 / FLD Strategic Communication PlanAnnie Maglicic & Sarah Capri Situation Analysis: Feather Leather Designs (FLD) has many strengths that we want to highlight. These include, but are not limited to, their high level of customer service and loyalty, their events, their social media engagement and their unique design and overall brand consistency. FLD prides themselves on their excellent customer service and their ability to retain customers through their efforts. They also go above and beyond to expand their brand through events such as craft shows or pop-up shops. They also cater to their loyal customers by hosting in-home parties. We were also impressed with their excellent social media engagement rates. Lastly, they have been able to create a consistent brand look and feel that is recognizable as well as unique signature designs. While they have many strengths, like any businesses, they have their weaknesses. While we feel that they have built a consistent and recognizable brand, we want to give them a fresh, modern look that is still recognizable as FLD. We also want to revamp their social media in order to increase their followers since their Instagram and Facebook followings have a lot of potential. They should also be using Pinterest since their website is optimized for it and it will help them reach a wider audience. Since FLD is a small business, there is tons of room for opportunities. This includes partnering with influencers, scheduling their social media for more consistency and freshening up their brand and social media. We also want to continue to emphasize the purpose of their earrings because that main brand message is what sets them apart from their competitors. The threats that they have are more established brands that have similar products. Their competitors are Willow Elizabeth (Sandusky, Ohio) and Nickel & Suede (Liberty, Missouri). Willow Elizabeth is more of a competitor due to their location. Like FLD, they do not have storefronts but sell in other stores so they have an advantage by already being in stores that FLD could potentially be in. Nickel & Suede are a competitor because they have two storefronts as well a large online presence. Both of these competitors sell online so FLD has to be sure that they are making sure their brand and designs are on par with these two brands. Goal Statements: Improve FLD’s social media look and strategy to increase their following on Instagram and Facebook by 40% by the end of 2020. Partner with local influencers and use Pinterest to expand their target audience and increase traffic to their website by 20% by the end of 2020.Market FLD as a mother-daughter brand to increase purchases of their Little Lady Collection by 20% by the end of 2020. Target Audiences: Stylish, busy, women with pierced ears age 25-50This target audience is the main audience that FLD was designed for and we want to continue to appeal to them as best we can. The type of women that FLD attracts are busy, suburban women who want to look stylish and on trend without breaking the bank or damaging their earlobes. These women are innovative and always on the go, so lightweight earrings in a variety of colors, shapes and sizes are a must to match any ensemble and elevate their look. They do not have time to worry about the quality and sustainability of what they are wearing nor do they have time to worry if their earrings will damage their lobes over time. FLD makes sure that their needs are met so they can look fabulous without worry. Young, active, girls in school with pierced ears age 5-12We are gearing the Little Lady Collection towards young girls in school that live active lives. The Little Lady Collection is perfect for the small ears of five to 12 year olds. These young girls wake up early for school, are independent in picking out an outfit that matches their style and always have a busy schedule. From the bus, to school, to extracurricular activities, these young girls need an earring that doesn’t weigh them down. FLD helps the newly pierced ears of young girl a chance to heal properly, with the use of lightweight leather earrings instead of harsh metal ones. We plan to market to these girls through their mothers since this demographic is not ideal to market to since they are too young to be on social media. We hope that by having the correct messaging, FLD can be the favorite of both mothers and daughters. Objectives: 1. Stylish, busy, women with pierced ears age 25-50Use local influencers to increase traffic of this demographic to their Instagram by 20% through a 2 month campaign. 2. Young, active, girls in school with pierced ears age 5-12 Create a month long social media campaign aimed to increase Little Lady Collection purchases by 10% by highlighting mother-daughter duos and the benefits of FLD earrings for both young and old.Strategies: Strategy for objective one:Our strategy for objective one is focused on partnering with influencers. One of FLD’s requests for this project was for us to find local influencers for them to partner with. Our plan is to find two local influencers to work with over a 2 month period. We would start by following them and liking their posts over a 2 week period and then direct messaging them or emailing them to get their mailing address. We then want to send FLD PR packages that include 3 sets of earrings and a piece of FLD merchandise. We want to make sure that these packages are well-put together and attractive so they are “Instagram ready” and that the earrings chosen match the influencers style. The goal of sending these PR packages is to start a relationship with the influencer and hope that they share the package on their Instagram. After creating a relationship with the influencer, we can offer them a brand deal. Strategy for objective two:Our strategy for objective two is focused on a mother-daughter campaign. We want to highlight a new mother-daughter duo each week on FLD’s Instagram and Facebook. We want to have a variety of mother-daughter duos to attract all types of people that shop FLD. We also want to have a theme for each mother-daughter duo to highlight a unique FLD design. This strategy is designed to increase awareness and sales of the Little Lady Collection. Tactics:Tactic for strategy one: The two influencers that we picked are @natalielstrang and @bitsofbri since they are both Cleveland based. We want to offer them a brand deal for two Instagram posts in one month along with a $50 gift card to pick out some earrings. One post would be introducing FLD and the other would be a giveaway for a $50 FLD gift card that lasts for a week. The requirements for the giveaway are that they are following the influencer and FLD and tag a friend in the comments of the post. We would also separate the influencers brand deals into two months in case they have an overlap in audience. Of course, thank yous will be sent after the campaign concludes.Tactic for strategy two:Our tactic for this is to create eye-catching and engaging posts with a consistent theme. We also want to highlight a unique design of FLD with each mother-daughter duo to not only bring exposure to the Little Lady Collection but FLD’s designs in general. This would be a month-long campaign with one post per week in order to make an impact but not be too overwhelming for their followers. Evaluation:For our first objective, we want to use local influencers to increase traffic of this demographic to their Instagram by 20% through a 2 month campaign. We are going to measure this by splitting this campaign into two different months. The first month we hope to partner with @natalielstrang. She has almost 6,000 followers so we hope to see a 5% increase in FLD’s Instagram following from her campaign. We will track this by measuring the follower count of FLD’s Instagram during her campaign. The next month we want to partner with @bitsofbri. She has 100k followers so we hope to see a 15% increase in FLD’s Instagram following from her camapign. We will also track FLD’s follower count during her campaign.For our second objective, we want to increase Little Lady Collection purchases by 10% by highlighting mother-daughter duos and the benefits of FLD earrings for both young and old. We plan to do this over a month-long campaign. We will measure this by tracking the purchases from the Little Lady Collection during this campaign. We would need to create specific labels or a section on the website so we are able to categorize the Little Lady Collection to measure it more effectivelyTimeline: January 2020SUNDAYMONDAYTUESDAYWEDNESDAYTHURSDAYFRIDAYSATURDAY1Mail Natalie’s package23456789101112131415Reach out to Natalie for brand deal16171819202122232425262728293031 February 2020SUNDAYMONDAYTUESDAYWEDNESDAYTHURSDAYFRIDAYSATURDAY1Start Natalie’s contractStart Mother-Daughter (MD) campaign 23451st MD postMail Bri’s package67891011122nd MD post131415161718193rd MD post Reach out to Bri for brand deal202122232425264th MD post272829Finalize Natalie’s contractMarch 2020SUNDAYMONDAYTUESDAYWEDNESDAYTHURSDAYFRIDAYSATURDAY1Start Bri’s contract234567891011Natalie’s first post1213141516171819202122Natalie’s giveaway post2324Finalize Bri’s contract25262728Natalie’s giveaway ends29Send Natalie’s thank you3031April 2020SUNDAYMONDAYTUESDAYWEDNESDAYTHURSDAYFRIDAYSATURDAY1Bri’s first post234567891101112Bri’s giveaway post131415161718Bri’s giveaway ends19Send Bri’s thank you2021222324252627282930Budget:$2,500Influencer packages: $1326 pairs of earrings: $722 FLD t-shirts: $40Shipping costs/thank you notes: $20Natalie’s brand deal: 2 $50 gift cards$250 for two postsBri’s brand deal:2 $50 gift cards$1,000 for two postsProviding samples/gifts for mother-daughter duos: $100$1,682.00 spent over a 4-month period ................
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