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Interactive Web Marketing Plan-----------------MCOM 43 - Final PlanA strategy and execution plan for HeffLees & Brosso Corporation.Kevin Brosso - Chad Lees - Nadine NamFriday, January 5, 2018Table of Contents TOC \h \u \z Section 1: Problem & Opportunity Analysis PAGEREF _9ea0h8jf1wgr \h 2Business Profile PAGEREF _6k6m1zgm6btp \h 2Problem To Be Solved PAGEREF _ucjmjkfe4xtd \h 2Section 2: Current Situation Analysis & SWOT Analysis PAGEREF _hy4jkzy7s1sm \h 3Current Situation Analysis PAGEREF _jogkmrmesyjd \h 3SWOT Analysis PAGEREF _irdrzb1rsoz7 \h 3Section 3: Competitive Analysis PAGEREF _52r45dao39kp \h 5Website of Competitors: PAGEREF _wkdl2j7rrgx8 \h 5Social Media of Competitors: PAGEREF _eyx5qvjjen3w \h 5Section 4: Positioning Strategy PAGEREF _bo9ikrk6fs0b \h 6Tone and Style: PAGEREF _ivlob0q4sc8r \h 6Appeal Techniques: PAGEREF _babap59vbsjr \h 6Section 5: Website Objectives PAGEREF _ptyo9hb3t3lp \h 7Section 6: Target Market Profile PAGEREF _fj0swnmjqect \h 8A. Primary: Post-Secondary Students PAGEREF _t7lj6zi451bu \h 8B. Secondary: Business Professionals PAGEREF _k8gu5jg39e9p \h 9C. Target Personas PAGEREF _pedgee2gxf7f \h 10Section: 7: Digital Marketing Channels & Tactics PAGEREF _hljrwgiugg26 \h 11Social Media PAGEREF _vzg9aectgfgr \h 11Content Strategy PAGEREF _jmfl3ez3ina5 \h 11Pay Per Click Advertising PAGEREF _2rtm99gg3z26 \h 12Direct Email Marketing PAGEREF _xiu8vf11a4mu \h 12Appendix A: Website Wireframe & Sitemap PAGEREF _woay3pjev4kr \h 14Appendix B: Website Development Description PAGEREF _ndaf9l8esu83 \h 15Content PAGEREF _1h54oailyvop \h 16Our Brand PAGEREF _gwzgninh180a \h 16Contact PAGEREF _hry73ye8ooum \h 16Appendix C: Digital Advertisement PAGEREF _85wbigpf1d0j \h 18Section 1: Problem & Opportunity Analysis Business ProfileHeffLees & Brosso Corporation is an e-commerce retail experience focusing on professional clothing and accessories for both men and women. The business is operated and owned by three people: Chad, Kevin, and Nadine who are believed to each have their own sense of fashion. Since the e-commerce site is new, the team is looking for a social media strategy that will build awareness of their brand and increase their customer database so that they can reach more people online. Problem To Be SolvedThe problem that we are attempting to solve with this business is that many students cannot afford high quality professional clothing such as suits, ties, dresses, skirts, etc. due to the fact that it is often sold at a very high price point. Therefore, we the main goal of our business is to provide high quality professional clothing at an affordable price. Additionally, as taught in various courses, we know that it is important to be disruptive and to do your best to find and fill a “gap within the market” when establishing a new business. We believe that with our unique value proposition of quality clothing at an affordable price, that we are indeed filling a gap that is much needed for our target market. Section 2: Current Situation Analysis & SWOT Analysis Current Situation Analysis HeffLees & Brosso Co. is a new up and coming e-commerce clothing brand that is trying to establish itself as well-known in a very saturated and competitive market. What makes us different and helps us stand out among other brands is that we sell professional and high-level clothing products at a very reasonable price point.With all of this in mind, we are trying to reach students and business professionals who are busy and do not have a lot of time to shop in store. We want to build a brand that is known for its convenience, professionalism, and low prices. Additionally, another concept that we would like to build our brand upon is confidence. We want our consumers to feel confident and prepared for almost anything when they are wearing our clothing. Whether they have a big meeting or are nervous about an upcoming presentation, we want to provide them with the assurance that they will be able to not only look sharp and poised, but also comfortable in their own body by purchasing our products. SWOT Analysis Please find below a detailed SWOT analysis of our business. STRENGTHS● Broad target, but narrowed to the professional clothing segment● Strong positioning and product conceptsStrong online multi-platform content and social media strategies will help to drive traffic back to websiteWEAKNESSES● No brand recognition or awareness● No storefront - all onlineOPPORTUNITIES● Rebrand● Build strong ecommerce platformTHREATS● RW & Co● Le Chateau● Strong and competitive landscape Section 3: Competitive Analysis The main competitors for HeffLees & Brosso Co would be clothing stores such as RW&Co and Le Chateau. Both of these stores provide professional attire and accessories for a similar target audience, but the main difference would be that these stores have an in-store customer database in addition to their online e-commerce site. We want to position ourselves towards helping students and post-graduates with stylish clothing options but for a good price. RW&CO as well as Le Chateau both have price ranges that people of this demographic cannot afford. Website of Competitors: The websites for the competitors are both designed and formatted in a clear manner. RW&Co has a more simple landing page, whereas Le Chateau has a long-copy landing page, which means that it scrolls down the page for a longer time. Moreover, RW&Co focuses equally on the men department as they do for the women department; however, for Le Chateau the primary focus is on the female department. Social Media of Competitors: Both the competitors are active on most of their social media networks. They are most active on Instagram, followed by Facebook, Twitter, and Pinterest. RW&Co is also active on YouTube and Le Chateau is active on Snapchat and has a blog site.Section 4: Positioning StrategyTone and Style:HeffLees and Brosso Co. have decided that their tone and style will reflect their values surrounding their products, customers, and employees. The business will portray professionalism, style, and quality. These values will be showcased within the social media, imagery, and various online interactions as well as other messaging strategies. Appeal Techniques:HeffLees and Brosso Co. would like to focus on promoting both educational and inspirational content for their target audience to use in order to grow their depth of knowledge about their products and to grow an interest in the department of fashion. The business also wants to make sure that they consider the demographic factors such as age, income status, and interests in order to provide products that will satisfy their needs as well as their desires. Overall, all of the content provided by the business will be done in a positive manner; with this being said, posts will be consistent in timing and relevant on all platforms just with different types of content. For instance, on Facebook the business could post information with a link to a blog, meanwhile on Instagram the business could upload a video that would relate with the content in the blog. Section 5: Website Objectives Our overall advertising and marketing objectives include:To build brand awareness among consumers and establish the brand in a competitive marketplaceTo build interactive and educational content that would increase the consumer engagement levelsTo effectively position the brand as a top of the mind choice in the consumer’s mindDrive traffic to website through effective pay per click ads both on social and web, see 5% conversion rate on PPC by years endOur website conversion objectives would include:Learning about the brand’s values and USPBrowsing through the product landing pagesAdding products to a cart and purchasing the productsSubscribing to the seasonal catalogues Creating an account in order to save customer information and create wish listsIf the above objective is completed, then adding products to the wish list Signing up for emails to receive personalized online promotions or discounts based on shopping habitsConnecting with social media channels [Facebook, Instagram, Pinterest]Encouraging users to generate content and promote the brand on various channels both on and offline in order to create backlink opportunitiesSection 6: Target Market ProfileAs a business, it is very important to define the target market and understand the audience’s desires and needs in order to select the right channels to use to effectively reach the consumer base. The primary target market that we have defined for our business would be post-secondary students between the ages of 18 to 35. Meanwhile, our secondary target would be a much different group with people between the ages of 36 to 55. A detailed breakdown of each target segment can be found below.A. Primary: Post-Secondary StudentsDemographics● Gender: both males and females● Age: 18-35● Students either still studying or recently graduated● Income: Low, between $20k-35k per year Psychographics● Busy, yet active and healthy lifestyle● Prefers to shop online rather than in store due to time restrictions● Eager to dress professionally for events and presentations● Cares about their image● Enjoys quality items for a reasonable price; always mindful of spending limits● Wants to make good impressions Geographic’s● Lives in urban and suburban areas● Lives in Eastern Ontario along the 401 corridor going westbound to Belleville and eastbound to Brockville, including surrounding regions Behaviour Response● Usage rate: often as need for new fashion ideas is high● Willingness to order online B. Secondary: Business ProfessionalsDemographics● Gender: both males and females● Age: 36-55● Business Professionals - people who are entering into a white-collar business sector● Jobs could include professors, business managers, accountants, bank tellers and financial agents, real estate representatives, and any other business-related profession● Income: Mixed from middle [$35k] to high [$70k] salaries per year Psychographics● Wants professional clothes for the workplace● Enjoys convenience of shopping online with easy delivery ● Knows what styles and colors interest them so shopping online will be convenient and quick● Enjoys sticking to the same styles, but will try something new from time to timeGeographic’sLives in urban and suburban areasLives in Eastern Ontario along the 401-corridor going westbound to Belleville and eastbound to Brockville, including surrounding regionsBehavior ResponseUsage Rate: High- Often need our product for within the workplace (Meetings, presentations)Willing to order online if it’s an easy processC. Target PersonasStudentName: Vivian SmithAge: 21Occupation: Student, part-time server Meet Vivian: Vivian is a student at St. Lawrence College and is currently enrolled in the first year of the Business Administration program. In this program Vivian has to present a large amount of case studies and formal presentations where a percentage of her grade in these presentations is to dress professionally. Unfortunately, Vivian does not possess an abundance of professional-looking clothing. Thus, with no other choice Vivian has to go out and purchase some clothing in order to get the valued grade that she needs. Moreover, Vivian needs to look sharp, but does not want to break the bank. Vivian understands that she will need these clothes for the rest of her time in the program and even once she has graduated and is moving into the career field. Clothing that is both stylish and trendy is a must have for Vivian, but unfortunately since Vivian is new to Kingston, she is not very knowledgeable when it comes to clothing brands in Kingston! She seeks out asking her peers for advice and looking online for some narrowed options.Business ProfessionalName: Krista LawrenceAge: 38Occupation: Integrated Marketing Communications Coordinator Meet Krista: Krista is the IMC coordinator at a local marketing agency in Kingston. A major part of her role is meeting with clients, putting together plans, presenting, and coaching clients through the execution process. Given this, Krista is always in need of new professional fashions that will not only make her stand out at work, but also boost her confidence in meetings and presentations. Krista has to keep up with the times, but knows that continuously purchasing new expensive clothes will surely impact her budget. Krista needs clothes that are not only fashionable, but that are being sold at a reasonable price. Krista often enjoys shopping online, especially at high quality stores such as the Hudson’s Bay Company where she can place an order, knowing that if she is not satisfied with the products that she can return them in a simple and easy manner. Section: 7: Digital Marketing Channels & Tactics Social MediaThe main social media channels that HeffLees & Brosso Co. will be using are Facebook, Instagram, and Pinterest. These channels have been selected due to the high engagement levels each of these channels tend to produce for clothing stores like our competitors as well as the ability to post different content on each of these channels. On Facebook, the business will be focusing on providing information about the business through their About Page, posting photos and videos, and linking blogs and podcasts. On Instagram, the business will be focusing on uploading photos, engaging videos, and educational infographics as well as posting promotional content such as seasonal product lines, holiday product lines, and online sales.On Pinterest, the business will be able to create custom boards to provide product demonstrations, how-to videos, and tips or tricks for selected products. Moreover, the business can use this channel to generate user-generated boards where they would encourage their followers to DIY [do it yourself] with products and then generate images and videos to share with others.Content Strategy Another strategy that we plan to employ on social as part of this multi-platform campaign relates to content marketing. Our goal is to create and include content in our marketing efforts. We believe taking the time to plan and produce various types of content we will see much higher engagement with our brand. This is because posting content that the everyday consumer can relate to helps them to better connect with our brand, which also means there is a better chance that we will resonate with consumers. Some of our content ideas for this campaign include:Podcasts (Ask the expert interviews)InfographicsVarious how-to videosGuides for colour matching and clothing combinationsTips on how to dress for specific types of events To see a more detailed explanation of this strategy please refer to our content marketing plan that will be produced in MCOM 55.Overall, by creating an effective content marketing strategy that works in conjunction with both our social media and web marketing strategies, we will be able to not only create content that is consistent and on brand, but content that is helpful and engaging for consumers. If we put the effort into creating engaging content, interacting on social media, and selling great products we hope that with this combination, consumers will then begin to trust and become loyal to our brand. Pay Per Click AdvertisingThe second strategy that we plan to use on a cross platform basis is pay per click advertising. We plan to implement PPC techniques both on all of our social channels as well as Google AdWords with display ads. By implementing pay per click, we will be able to use the strong targeting tools of various social platforms along with the selection of specific search keywords in order to focus our promotion of specific products to specific groups of customers. By using specific targeting techniques that social platforms offer, we hope to more effectively drive sales and build customer loyalty.Another benefit of implementing pay per click ads is that we are able to use remarketing and retargeting techniques in order to better reach consumers. This would be effective because if someone performs a search on Google for a specific product we have, we could then create an ad to put in their newsfeed on social. This would hopefully increase the conversion rate and is another way to boost customer loyalty. Direct Email MarketingA third strategy that we plan to implement is direct email marketing. We plan to have an account creation mechanism on our website so that consumers will be able to actively make purchases on our website with the assurance that their payment and personal information is safe and secure. Additionally, we plan to have the ability to track the shopping habits of each consumer if they create an account.With this in mind, we plan to use the information that we collect and track from created accounts in order to market specific products to individual consumers based on shopping habits. As we collect this information, we plan to create direct email marketing offers to send to consumers regularly as a way to encourage them to convert. These specific emails would be sent to consumers based on shopping habits, frequency, product interest, as well as loyalty. The goal is to create a shopping experience that is custom to the needs and interests of each individual. Overall, by implementing this strategy of specific email marketing, we believe that our consumers will be more likely to convert and eventually become loyal to our brand. Appendix A: Website Wireframe & SitemapPlease see below a detailed image of the wireframe of our website.Appendix B: Website Development DescriptionOverall Website DescriptionThe theme for our website is Brooklyn, which is a layout surrounding modern apparel. We decided to keep our homepage simple so that the audience would not get lost in a cluster of information. We also decided to keep our homepage focused around introducing who we are as a brand to potential customers who click-through to our site. With this being said, our homepage has 1) a ‘Shop Now’ button to take customers right to the product collections page, 2) a short description of the business, and 3) a section for customers to subscribe to the businesses newsletter. The main menu items other than the homepage is:Shop for Men and Shop for WomenThese two pages include products for either men or women, ranging from new arrivals to the businesses top best sellers. Customers can select who they want to shop for [men vs. women] and then view all of the products. If our business were to strive past a year in operation with accomplished revenue, we would redesign our product collections pages to allow customers to filter their search. For instance, some of the filters we would use would include type of product, color, size, and so forth. We would hope that this change would help customers make a conversion because it would be easier for them to narrow down the products to match their needs. Moreover, we would like to have a section on each of the unique product pages for customer reviews to make the customer feel more comfortable with their decision and for suggested products to increase their likeliness to add more products to their cart. Shop ClearanceThis page includes products for both men and women that have been discounted - whether it be because the product is no longer being made or the product line is finished, such as seasonal products. Similar to the shop for men and shop for women page, our business would like to redesign this page with a filter option where customers can filter to the gender, type of product, color and size [if applicable to the type of product], and price. Further, we decided that each of the discounted items should have a discount code that can only be used once. For instance, one of our discounted products is a women’s watch with a gold appearance, so the discount code would be GOLDWATCH and would only be applicable for that particular product. We also decided that this page would probably not have customer reviews, but it would be ideal to have a suggested product section or make an outfit section.ContentThis page includes four pieces of content, but our ideal goal would be for this page to include all of the non-promotional content created for our business. At the moment, this page includes two infographics, a podcast, and a video. Our end goal would be for this page to include all of the content displayed in our editorial calendar, which can be found in the MCOM 55 content plan. Further, if there was more time, we would like to redesign this page to have categories for each type of content, such as blogs, vlogs, videos, podcasts, infographics, etc. in order to organize the content and make the page less cluttered. Our BrandThis page solely discusses the business description - who HeffLees & Brosso Corporation is and what their mission is towards their customers. This page also includes a section surrounding each of the founders for the business entailing details on positions, responsibilities, etc. ContactThis page includes basic contact information as well as contact information for customers to reach us directly via personal email for inquiries or concerns. This page also includes the social media links to our main, active social media platforms being Facebook, Instagram, and Pinterest. Team Decisions and Contributions As for the team cohesiveness regarding the website we mainly did it all together, contributing equally to the project. We made sure that all major decisions were made as a team such as layout, product pricing, etc. However, there were some components that we each worked on as individuals, see below:Chad: Development of the contact page, typing copy. Reviewed and approved by team. The contact page was designed so that our consumers could find an easy way to reach out to all of the owners of the business, instead of sending them to a help line. Nadine: Development of the “Our Brand” Page. Team contributed ideas as we were meeting while it was done. We decided to do an “Our Brand” Page instead of an “About Us” Page because we wanted our consumers to learn more about the brand instead of learning about the team behind the brand. If there were to be a high enough demand to learn more about the three of us then we would include an “About Us” page; however, we feel that right now an “Our Brand” page is more effective.Kevin: Focused on content page development. Reviewed and edited by team. The content page was created to resemble a company blog. This is so our consumers can backlink to our website and we will have a higher SEO. With a variety of content that includes videos, podcasts, blog posts and infographics, our consumers are provided with a variety of content so that any questions that they have can be answered in multiple formats. Appendix C: Digital AdvertisementPlease see below a copy of the digital ad that we will be using as part of our pay per click strategy. Content Media Marketing Plan-------------------MCOM 55 - Final PlanA strategy and execution plan for HeffLees & Brosso Corporation.Kevin Brosso - Chad Lees - Nadine NamFriday, January 5, 2018 TOC \h \u \z Section 1: Strategy Statement:21Short-Term21Long-Term21Section 2: Content Matrix:22Section 3: Editorial Calendar & Tactical Rationale:23Editorial Calendar- 3 months23Tactical Rationale:27Section 4: Metrics28Section 5: Content Samples: PAGEREF _rmic6ronlx2n \h 29Section 1: Strategy Statement:Our overarching strategy and objective for this content plan is to create content that engages both of our target audiences while also being helpful and insightful at the same time. We want to also provide content that communicates our brand values effectively. We value professionalism, customer loyalty, quality, and reasonable pricing. We hope this content will lead to more engagement and eventually brand loyalty from consumers. Some specific short and long-term goals we hope to accomplish through this content plan are to:Short-TermCreate and produce a steady stream of content that is engaging, helpful, and insightful to our consumer baseCreate efficient social media platforms on Facebook, Instagram, Twitter, Pinterest, Snapchat, etc.Establish an online presence- Engage with followers and influencersAchieve 75% goal of awareness and engagement among both target segments within 6 months of launch Achieve $100,000 in sales within 6 months of launchLong-TermMaintain social media presencegrow profitsEstablish solid brand awareness among consumers with strong, consistent messaging across multiple platforms, both online and offline platformMaintain steady awareness and engagement levels among both target segments, shooting for a greater increase than stated above as time goes onWe feel that these goals are attainable and will allow us to have a successful launch. We will measure these goals by documenting our social media likes, comments and shares on our content and our pages. Branded hashtags will allow us to measure who is talking about us online and what their general impression is of our brand on social.Section 2: Content Matrix: 1234TypeInfographicVideoPodcastBlog PostsTargetStudentsPost GraduatesBusiness ProfessionalsBusiness Professionals Post GraduatesStudentsBusiness professionalsStudentsBusiness professionalsToneInformative EngagingHelpfulEngaging InformativeEngagingInformativeHelpfulInteractive (Ask consumers to suggest guest and episode ideas)InformativeInteractiveHelpfulBuilds brand awarenessTraffic (Distribution Channels)Website, Social Media (FB, Insta, Pinterest)WebsiteSocial Media (FB, Insta, YouTube?) WebsiteSocial Media (FB)Website, Social Media (FB, Maybe Insta?)TimingBi- WeeklyMonthlyBi-MonthlyWeeklyTopic/ThemeTop 5 Tips and Tricks to make yourself look sharpHow to keep your leather jackets maintainedSpeak with an industry professional Topic could vary by ic Ideas: What outfit should be worn to certain eventsColour Matching StylesHow to create your own “Style”Section 3: Editorial Calendar & Tactical Rationale:Editorial Calendar- 3 monthsMonth & ThemeContent Type (Media) & TitleContent AuthorReview Date Publ. DateCall-to- ActionChannelsDelivery Results[Measured by..]March 2018:Dress for SuccessWeek 1Video:How to Tie a TieInfographic:What Clothes to Wear for Certain Situations Owners/ Employees Owners/ Employees Due: February 26Live: March 5 Due: February 28Live: March 7-Share the video-Tag friends who will value the video-Share the infographic-Blog-Facebook-Instagram -Blog-Facebook-Twitter-LinkedInNumber of:-Likes -Comments -Shares Number of: -Likes -Comments -Shares -Engagement LevelsWeek 2Social Media Post:Birthday Ideas for the ‘Man’ Owner/ EmployeesDue: March 6Live: March 13-Comment your favourite birthday ideas-Blog -FacebookNumber of:-Reactions -Comments -SharesWeek 3Vlog: Our Favourite Styles with Matching Products Social Media Post: Birthday Ideas for the ‘Lady’Owner/ EmployeesOwner/EmployeesDue: March 9Live: March 16Due: March 10Live: March 18-Share the video-Comment your favourite products-Comment your gift ideas-Facebook-YouTube-Blog-Facebook -Twitter-Instagram-BlogNumber of: -Views-Comments-ReactionsNumber of:-Comments -ReactionsWeek 4Blog Post: Dress Code in The WorkplaceSocial Media Post: Workplace Professionalism Owner/ Employees Owners/EmployeesDue: March 12Live: March 19Due: March 14Live: March 28-Share on social-Comment your opinions-Share & comment your thoughts-Blog-Facebook -Facebook-LinkedInNumber of: -Views-Comments-ReactionsNumber of: -Views -Comments-ReactionsApril 2018:Special Event Planning Week 5 Blog Post: Top 5 Tips For Planning Your Next Special EventSocial Media Post: Best Ideas For Events In The WorkplaceOwner/ EmployeesOwners/EmployeesDue: March 20Live: April 1Due: March 21Live: April 5-Share on social -Share & comment your thoughts-Blog, -Facebook-Facebook -InstagramNumber of:-Likes -Comments -ReactionsNumber of:-Comments -Likes-ReactionsWeek 6Blog Post: Getting Creative - 5 Decor Ideas For EventsVlog: Top 3 Appearance Tips for Men at Events*Make note that following week will be dedicated to women*Owner/ EmployeesOwner/ EmployeesDue: March 22Live: April 8Due: March 28Live: April 10-Share on social-Comment your ideas-Share on social-Comment -Blog-Facebook-Facebook-YouTube-BogNumber of:-Comments -ReactionsWeek 7 Vlog: Top 3 Appearance Tips for Women at EventsOwner/ EmployeesDue: March 30Live: April 15-Share on social-Comment-Blog-FacebookNumber of:-Comments -Views-ReactionsWeek 8Social Media Post: Promote Upcoming Charity EventsOwner/ EmployeesDue: April 16Live: April 23-Share on social-FacebookNumber of:-Comments -Likes -ReactionsMay 2018: Career ReadinessWeek 9Social Media Post: Finding and preparing for workBlog: 10 Tips for your Job Search - Developing your Resume & Cover Letter Owner/EmployeesOwner/EmployeesDue: May 3Live: May 8Due: May 4Live: May 9-Share on social-Share -Comment with your tips-Facebook -LinkedIn-Blog-Facebook-LinkedInNumber of:-Comments -Likes-ReactionsNumber of:-Comments-Likes-ReactionsWeek 10 Infographic: How to ... Make a Good Impression on your BossPodcast: Interview Tips & Techniques OwnersOwners/EmployeesDue: May 5Live: May 12Due: May 6Live: May 13-Share on social-Share on social-Comment your ideas-Facebook-LinkedIn-Blog-FacebookNumber of:-Comments-Likes-ReactionsNumber of:-Comments-Likes-ReactionsWeek 11Blog Post: Top 10 Business Writing TipsOwners/EmployeesDue: May 7Live: May 14-Share on social -Comment your Business Writing Tips-Facebook-BlogNumber of:-Comments-Likes-ReactionsWeek 12Blog Post: Top 10 Presentation Techniques Owners/EmployeesDue: May 14Live: May 24-Comment your Presentation Techniques-Facebook-BlogNumber of:-Comments -Likes -Reactions Tactical Rationale: Our main goal with this content calendar was to create a plan that is full of content that we believe will keep our consumers engaged while also making sure we have well balanced channels through producing a variety of content.Our goal with the themes that have been chosen is to find ways to best communicate our brand values through content. We value our customers and therefore desire to provide them with helpful content and tips that can be used as effective resources. The content provided will ensure that people in a professional workplace will be able to effectively find success in terms of how they look and how they perform. Our first theme for our campaign is Dress for Success. Through this theme we are providing our customers with very helpful insights and tips surrounding appropriate dress for specific occasions. Additionally, we have also included answers to some very common questions such as how to tie a tie. Answering common questions and providing insightful content will give our company better leverage in a competitive market among consumers as they will want to search us online and find these answers/insightful content. Meanwhile, the second theme on our calendar is Planning for Special Events. Through this theme we are hoping to provide our customer base with a few useful ideas around planning special events, especially in the workplace. Some examples of content plans for this theme include decor ideas and blogs surrounding tips for special events and more. Finally, the third theme in our content plan is focused around Professional and Career Development. We thought that this theme would be suitable not only due to our target audience because students are often looking for career advice once they have graduated, but also due to the value that our brand places on professionalism. Some examples of content topics that we thought of for this theme were tips for interview techniques and best practices to make a good first impression.Overall, our goal was to produce a content plan that is relatable and engaging for our target audience as well as communicates our brand values. We believe that our content is engaging and will be effective in making our brand stand out among the competition in terms of engagement and customer loyalty.Section 4: Metrics There are a few main metrics that we plan to use in order to measure the success of this content plan. First, we plan to use the number of comments, likes, and reactions of each social media post as a main source of measurement. Furthermore, we will also look at the engagement levels of our blog as another measurement source.We plan to measure the numbers explained above from each social channel against our main objective regarding engagement which is to achieve a 75% brand awareness goal within the first six months of launch. We will use this as our main goal as it will give us an idea of where we need to improve from within the first six months and going forward. We also think that this is a reasonable goal because our brand is just starting to become known to the target and coming into a very competitive market. Therefore, it is important to take small steps and to frequently evaluate progress in order to see areas of strength versus weaknesses and most importantly opportunities to fulfill. Other ways we plan to measure our success are by expanding our reach to all of Ontario, because as of right now we are targeting Kingston and Southeastern Ontario. Expanding our reach across the entire province will ensure the growth of our brand. We also plan on reaching out to current brand influencers in hopes of establishing genuine partnerships with them that will help each of us achieve our goals.Currently we are only an online brand. If the demand for our products exceed our goals, then opening a physical location would be an easy viable next step. With opening a physical location, we can easily measure our success through store traffic and many other methods.Section 5: Content Samples:Please see below samples of the content that was produced. All of our content can also be found on our website that was made in MCOM 43.Podcast: How to Prepare for an Interview: 5 Ways to Keep Your Appearance SharpInfographic: Dress For Success Video: How To Keep Your Leather Jacket MaintainedThis short video will show you how to keep your leather jacket maintained with a few simple things found around the house. ................
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