1. Brand Building Campaign: “Raised By A Good Time”
Proposed to:
Abbey Derkach & Jessamie Zuurdeeg
Proposed by:
XYZ Marketing Agency
Chunjiang Liu, Maurice Miralles & Stephanie Merkus
Instructor:
Teresa Sturgess
2. XYZ Marketing Agency
JR Shaw School of Business
10606 - 102 Avenue NW Edmonton,
AB T5J 5E
December 2, 2016
Jessamie Zuurdeeg and Abbey Derkach
Owners of Cheeky, The Cloth Diaper Co.
Cheeky Cloth Diaper Co.
10706-129 ave NW Edmonton,
T5E-0L4
Dear Mrs. Jessamie Zuurdeeg and Mrs. Abbey Derkach:
We are pleased to submit our proposal to both of you ladies at Cheeky, The Cloth
Diaper Co.; The Raised By A Good Time Campaign Proposal will detail all aspects of
our proposed campaign to give you a comprehensive overview.
The XYZ Marketing Team has created a thorough proposal for raising brand awareness
of Cheeky, The Cloth Diaper Co. as a company, and its product line. The purpose of
this project is to get the name of “Cheeky” out in the open. We would like to raise
awareness of your brand, increase your customer database, and finally create a loyalty
program.
Included in this report is detailed information conducted through research, and different
suggestions we have made to create the best diaper company brand.
It has been our pleasure and a great opportunity to be involved with your organization.
This project was a lot of hard work and required our utmost attention, and we could not
have completed it without your assistance. We cannot wait to hear back from you and
your company about your thoughts about the Raised By A Good Time campaign. The
team can be reached at your convenience at any one of our email addresses:
stephanielouisemerkus@gmail.com, mkrizzelle18@gmail.com, and
chunjiangLeo@gmail.com, or by phone at (587) 594-0899.
Yours Truly,
Chunjiang Liu
Maurice Miralles
Stephanie Merkus
2
3. XYZ Marketing Agency
Executive Summary
The Raised By A Good Time Campaign proposal is associated with Cheeky, The Cloth
Diaper Co. (also just known as “Cheeky”). The program is designed to attract individuals
who have babies, and expectant mothers to purchase products from Cheeky. Currently,
the marketing of Cheeky has been lacking, which gives XYZ Marketing a great
opportunity to increase brand awareness, new customers, and ultimately sales.
The XYZ Marketing Agency recommended communication objectives to clearly
communicate the purpose of the campaign:
1. Increase awareness of the Raised by a Good Time campaign to existing and
prospective mothers in the age category of 25-30 years old in the Edmonton area
by January 1, 2017.
2. Increase the database of customers by enticing sign ups on the Cheeky, The
Cloth Diaper Co. website by May 1, 2017.
3. To get 50% of customers who have already purchased products to repurchase
again by May 1, 2017.
The Raised By a Good Time campaign has been specifically created for this company.
The word “raised” has been used for two reasons. In this campaign, there is a
purposeful play on words. “Raised” refers to a baby being raised, and also the main
objective and strategy of our campaign, to “raise” brand awareness. The campaign will
use multiple social media channels, and the internet as the main strategy to
communicate to our target audience. On behalf of XYZ Marketing, the campaigns
pursuit would like to “raise” numbers in the database, social media channels, and
revenue.
3
4. Table of Contents
Introduction 7
Cheeky, The Cloth Diaper Co. 7
Situation Analysis 7
Marketing Mix 7
Current Marketing Situation 9
Background and Industry Information 9
Long Term Corporate Goals 10
Marketing Objectives 11
Market Volume Trends 11
Market Share Trends of Key Players/ Competitors 11
Competitive Comparison 12
Description of Markets Served and Distribution Pattern 14
Brand Loyalty 15
Promotional History/ Promotion of Competitors 15
Consumer Purchase Process 16
Need Recognition 16
Information Search 17
Alternative Evaluation 17
Purchase Decision 18
Post-Purchase Evaluation 18
SWOT Analysis 19
Strengths 19
Weaknesses 19
Opportunities 20
Threats 20
Target Audience: Possible Market Segments 21
Past Market Research 22
Average Amount Spent on Products 22
Budget 23
Campaign Proposal 23
Brand Building Campaign 23
4
5. Marketing Objectives 23
Communications Objectives 24
Target Market Description 24
Positioning Statement 26
Promotional Mix & Promotional Choices 26
1. Internet/Social Media Marketing 26
A. Google Adwords 27
B. Facebook Ads 27
C. Twitter Ads 28
2. Advertising 29
A. Doctor’s Offices & Prenatal Classes 29
3. Public Relations 30
4. Sales Promotion 31
A. Retweet the Tweet 31
5. Personal Selling 32
6. Direct Marketing 32
A. Direct Mail 32
Media Blocking Chart 33
Creative Components 34
Overview 34
Name 34
Logo 34
Creative Brief 35
Theme / Visual Identity 35
Message appeal 35
Source 36
Media Strategy/Plan 36
Media Objectives & Strategy 36
Execution 37
Recommendations 38
Budget 40
Evaluation 40
1. Google Analytics 40
2. Facebook tracking / Twitter tracking 41
3. Hotjar 41
5
6. Conclusion 42
References 43
Appendices 46
Appendix A- Diaper Markets in Different Countries 46
Appendix B- Product and Price 47
Appendix C- Twitter, Facebook, and Instagram accounts 48
Appendix D- Birth Statistics in Alberta 51
Appendix E- Official Website Page 52
Appendix F- Current Social Media Ad 54
Appendix G- SWOT Analysis Summary 55
Appendix H- Cloth Diapers Vs. Disposable Diapers in Canada 56
Appendix I- Cloth Diapers Vs. Disposable Diapers in Alberta 58
Appendix J- Births and Birth Rate in Alberta from 1992-2014 59
Appendix K - Target Market’s Support Information 60
Appendix L: Example of Keywords Search/Reach/Price/Total Cost 62
Appendix M:Steps in Creating Google Adwords 67
Appendix N: Sample Google AdWords and Google Adwords Report 68
Appendix O: A Summary of the Target Audience and a Sample Ad for the Facebook
Ads 70
Appendix P: Target Audience for the Twitter ads 73
Appendix Q - Sample Posters for the Campaign 75
Appendix R : Retweet the Tweet and Sample of Rules and Regulations 76
Appendix S: Sample of Direct Mail Flyers 78
Appendix T- Sample of Sign-Up Design 79
Appendix U- Google Analytics Summary 80
Appendix V- Hotjar Website 81
6
7. Introduction
Cheeky, The Cloth Diaper Co.
In March of 2015, two mothers who are also sisters, Jessamie Zuurdeeg and
Abbey Derkach, established Cheeky, The Cloth Diaper Co.. Tapping into their
experience using different diaper brands and with their research on reusable diapers,
the sisters were able to create a cloth diaper that suits the needs of their babies. With
this creation, the two sisters are able to open a business that is focusing on the cloth
diaper industry. Although there is a 1.0% decline of diapers in the Canadian market,
both of the ladies still launched the business (Nielsen, August 2015). For a better
understanding of the state of the diaper market, see Appendix A for “growing and
declining diaper markets” nationwide. The sisters chose to continue with the idea of
launching the business because they strongly believe that the cloth diapers and the
accessories that they create are remarkable in quality and are significantly lower on cost
than competitors. These are qualities that the majority of mothers will certainly
appreciate. The company is still in the growth stage as they plan to expand, increase
sales, and product knowledge.
7
8. Situation Analysis
Marketing Mix
Product The company’s main product line consists of cloth diapers. The product
features the organic materials such as the 55% organic hemp combined with 45%
organic cotton (“Cheeky, The Cloth Diaper Co.”, 2016). Other than that, the cloth diaper
also has features to even further enhance their product. The company designed the
product to be ultra-trim and super absorbent (“Cheeky, The Cloth Diaper Co.”, 2016).
The cloth diaper is a one size diaper for all babies and can be better suited to babies’
size with the adjustable cross over snap (Lindsay, 2015). It also features a colorful
selection such as blue, red, green and other seasonal colors.
The company is also selling other related products such as washable breast
pads, soakers, pail liners, wet bags, and wipes. These products are manufactured
locally in Edmonton, Alberta (“Cheeky, The Cloth Diaper Co.”, 2016).
Price The company uses bundle pricing. For a bundle of 3, each cloth diaper is
available for $32.00 and if the consumer chooses to purchase a bundle of 6, the product
will be sold for $31.00 each. If a bundle of 12 is purchased, each cloth diaper will be
sold for $30.00, meanwhile a bundle of 24 will cost $29.00 per cloth diaper. See
Appendix B for more details.
Place The product is available online on their website and on Etsy. The product
is also occasionally available at the local Farmer’s Market in St. Albert and Terwillegar.
8
9. Promotion As a promotional tool, Cheeky (Cheeky, The Cloth Diaper Co.) is
currently using social media as a form of advertising. They are posting photos and
statuses for their followers on their social media channels such as Facebook, Twitter,
and Instagram; however, the company does not have any social media paid advertising
that is directed to other mothers that are not subscribed to their social media channels.
Every so often, the owners are also using the Farmer’s Market as a form of Public
Relations and Personal Selling. They often participates in places such as the St. Albert
Farmer’s Market and the Terwillegar Farmer’s Market to personally sell and share their
knowledge regarding motherhood. This strategy is the strongest because it touches all
the mothers emotionally. First-time mothers would mostly benefit on this kind of public
relation of all advice and information shared by the owners. See Appendix C for
Cheeky’s social media sites and advertising.
Current Marketing Situation
Abbey and Jessamie conduct most of their company marketing activities
themselves. Being a relatively new company and needing a way to engage with
customers and potential customers, the owners use social media sites such as
Facebook, Twitter, and Instagram to connect with people who are interested in their
product. The following on their social media channels are quite small and there is no
defined target audience in their marketing activities, but at XYZ Marketing one of the
objectives is to increase the number of people engaging with the company on their sites
(“Cheeky, The Cloth Diaper Co.”, 2016).
9
10. Background and Industry Information
The cloth diaper industry is slowly but surely returning as a major trend in today’s
society. There is an established market, but there is also room for growth in the
industry. With environmental consciousness becoming more socially acceptable and
desirable, the cloth diaper company is experiencing a competitive advantage that
differentiates itself from the disposable diaper industry. The Internet’s increased
popularity has continued to be an asset for advertising and sales growth. In Jack Neffs’
comment in Advertising Age, Vice President Alex Tosolini of Protect & Gamble and
Global EBusiness, refers to today's emerging generation as "Generation C," which he
describes as "always connected, always computerized. (Neff, J., April 2011). The "C"
also describes consumers' desire to have everything happen at the speed of a click
(Neff, J., April 2011). This quote indicates that the company is headed in the right
direction by having sales online, as most consumers in today’s society do most activities
online.
Long Term Corporate Goals
The province of Alberta is ranked third in terms of birth rates across Canada
(Statistics Canada, 2016). Ontario ranks first while Quebec is ranked second (Statistics
Canada, 2016). As of September 28, 2016, there are approximately 58,000 women in
Alberta who gave birth in 2016 (Statistics Canada, 2016). Calgary is on top with a total
of approximately 16,000 of births in 2014, meanwhile Edmonton ranked second
(“Open-Data Alberta”, 2014). As a result, there are considerable amounts of disposable
10
11. diapers used daily. This data could be considered alarming by some as it means an
increase in the number of disposable diapers and other baby products, which will end
up as waste in landfills.
The owners of Cheeky are concerned about the environmental impact of
disposable diaper products and as such, they set forth a corporate goal to be
environmentally friendly. There is only one long term corporate goal and that is to create
a difference in the environment; to initiate awareness about the impact of disposable
diapers on the environment and the many benefits of replacing them with reusable cloth
diapers.
A long term corporate goal of the company is to expand. Edmonton is currently
being used as a test market, and the next geographic target will be Calgary with hopes
to expand into other cities.
Marketing Objectives
The marketing objective proposed in “Raised By A Good Time” is to design a
campaign for Cheeky that will create growth in revenues and potentially earn market
share. Furthermore, the campaign is also aiming to generate broad brand awareness
regarding the company and its products.
Market Volume Trends
11
12. As a newly established company, Cheeky has limited years for tracking sales
growth. The company was established on March 2015, shortly after the holiday season.
From past history, the company’s sales remain steady from December until May. The
sales pick up during summer seasons as well, drop for a bit and then peak back steady
in fall. In Cheeky’s year and a half of experience in the diaper industry, holiday season
has the most sales in the company.
On the other hand, the company is currently marketing products in Edmonton,
although there are other select areas where the product is sold such as New Brunswick,
Norway, and United States of America. The majority of the sales occur within
Edmonton, there are few products that are sold outside the Edmonton and surrounding
areas.
Market Share Trends of Key Players/ Competitors
While retail chains also offer cloth diapers, the company considers there are two
competitors that have similar business strategies and models. Happy Nappy Diaper
Services and Little Monkey Store are considered Cheeky’s major competition. Both
companies offer similar products to Cheeky. Like Cheeky, Little Monkey Store has been
in the business industry since 2009. As such, not much information regarding their sales
can be found online. Happy Nappy, on the other hand, is more established than either
of the other companies. According to Hoovers, Happy Nappy Diaper Service recorded a
profit of 0.14 million in 2016 in their main branch located in Leduc (“Hoovers”, 2016).
Competitive Comparison
12
13. As mentioned above, the other companies selling cloth diapers are Happy Nappy
Cloth Diaper Service and Little Monkey Store. While the products offered by these three
companies are similar, examining Happy Nappy (Happy Nappy Diaper and Services)
and Cheeky, reveal three main differences. First is that Happy Nappy (Happy Nappy
Cloth Diaper and Services) offers services to its customers, while Cheeky does not
(“Cheeky, the Cloth Diaper Co.” & “Happy Nappy Cloth Diaper and Services”, 2016).
Second is that the Happy Nappy provides their product in bundles with a wide variety of
sizes; meanwhile, Cheeky also provides their product in a bundle but with only one size
of diaper that has adjustable buttons (“Cheeky, the Cloth Diaper Co.” & “Happy Nappy
Cloth Diaper and Services”, 2016). Lastly, Cheeky offers their products online and
occasionally participates in Farmer’s Markets, while Happy Nappy offers their service in
their own stores located in Edmonton (“Cheeky, the Cloth Diaper Co.” & “Happy Nappy
Cloth Diaper and Services”, 2016). See Appendix E for the key competitors official
website.
Another company that markets the same product as Cheeky Cloth is the Little
Monkey Store. Little Monkey (Little Monkey Store) is also an online based company and
also practices public relations through promoting and hosting workshops for cloth
diapers, CPR and Choking hazards for babies and toddlers between the ages of 0
months to 8 years old (“Little Monkey Store”, 2016). The company’s main office is in
Langley, British Columbia. Little Monkey also has an outlet in Sherwood Park where
consumers can pick their product (“Little Monkey Store”, 2016). Finally, like Happy
Nappy, Little Monkey also sells a variety of sizes and products on their website.
13
14. Image Similarly to Cheeky, Little Monkey is also using E-commerce in promoting
and selling their product. However, Little Monkey does not deliver product, instead they
provide a pick up store. The company is based in Sherwood Park. The majority of their
products are purchased by the residents of Sherwood Park.
Another competitor is Happy Nappy. This company provides a combination of
services and products. The consumer has to sign a contract to purchase the product.
Furthermore, in this company, consumers must have the money to do so. The services
they provide are monthly cloth diaper delivery. The product will be delivered to the
consumer’s doorstep.
Cheeky is perceived as a practical and responsible business by parents.
Because of their environmentally friendly products, the public views on these companies
are very positive. Furthermore, consumers view these businesses providing positive
contributions to society as they help new parents understand diapers and other aspects
of helping care for a newborn child. This business is marketing the product heavily in
Edmonton.
Products and Services The Little Monkey and Happy Nappy Diaper are a
combination of products and services as they deliver and provide workshops for their
customers (“Little Monkey Store.” & “Happy Nappy Cloth Diaper and Services”, 2016).
Contrary to its’ competitors, Cheeky Cloth only strictly provides cloth diapers to their
customers (“Cheeky, the Cloth Diaper Co.”, 2016). While the company does not
officially provide their customers with physical services, the owners do provide a virtual
services with their customers in order to help consumers understand how to use, care
14
15. for and maintain the quality of their product. The owners use the Internet as the primary
communication tool to their consumers. From their previous experience, the owners
have used video communication, such as Skype, to answer their consumer’s questions
and demonstrate their products. Cheeky has also provided contact information such as
email, Facebook, and Twitter accounts where customers can directly ask the owners
(“Cheeky, The Cloth Diaper Co.”, 2016).
Description of Markets Served and Distribution Pattern
The majority of Cheeky’s products are sold and distributed within the Edmonton
area. However, there is a small distribution pattern in neighbouring cities such as St.
Albert and Sherwood Park. In order to sell its’ products, Cheeky is practicing both direct
and indirect channels of distribution. Cheeky is using two forms of direct channels of
distribution. First is the official website page of Cheeky where customers can purchase
the product. Second is through Farmer’s Markets where consumers can directly ask
questions of the owners. On the other hand, as an indirect distribution channel, the
company uses the website called Etsy which allows users of its’ app to purchase
products from a variety of companies through the site. Furthermore, 50% of their sales
volume is from the website; meanwhile the other 50% is from their Etsy account.
Brand Loyalty
15
16. On the other hand, there are repeat customer purchases, however there is no
database available that can provide retention rates for their customers or indicate how
loyal their customers are. However, from the company’s year and a half of experience,
the owners have noticed that there are selected families that purchase and repurchase
more diapers. Several repeat customers also purchase products such as accessories
like boosters, cloths, and extra wet bags. In addition, most of the sales are from
customers purchasing the product as a form of a gift.
Promotional History/ Promotion of Competitors
Cheeky and Little Monkey are both using social media such as Facebook and
Twitter as a primary marketing strategy. Meanwhile, Happy Nappy has a different
marketing strategy. All these companies have one main goal, which is to gain a positive
image for their companies; however these companies have different key selling benefits
and key messages.
Cheeky is promoting their product mainly in social media such as Facebook and
Twitter. Most of the ads are in the form of photos, videos and status updates. In
addition, most of the ad involves the owner’s babies wearing their cloth diapers and
other accessories. As a cloth diaper company, the primary message of their ads is to
provide comfort for their babies and provide convenience for the mothers. On the other
hand, Cheeky is not participating in any events such as baby showers or tradeshows.
Similarly, Little Monkey is also using social media to promote the product.
However, Little Monkey is using different mothers and kids in promoting the product. To
16
17. add, there is diverse messaging in their social media strategies such as advertising for
their workshop services and their wide selection of products. The ads are mostly about
helpful tips in motherhood such as CPR and choking for parents and tips for kids in their
teething stage.
Happy Nappy Diaper Service is not actively advertising on any of their social
media accounts. Instead, the company has featured their brand by participating in the
CBC program, Dragon’s Den. The company appeared during Season four where they
pitched to have $150,000 for a 20% share of the company. The company failed to
achieve that goal; however, being on television is beneficial exposure for the company
("CBC News", 2013).
Consumer Purchase Process
Need Recognition
Need recognition is the first part of the consumer purchase process. Every family
with a baby, or expecting a baby needs diapers. Different values and income levels of
families will have an impact on the choice parents make with regards to cloth diapers.
The customers who want to buy cloth diapers are clearly considering the long-term cost
over the upfront costs of entry into the market. Besides the economic incentive,
customers also want a quality diaper that won't harm their baby. Because of this, those
parents are seeking a natural, organic product to fulfill their need.
The need for the diaper must be established. For this product, the majority of
people who are in need are currently and recently pregnant. Meanwhile, there are
17
18. selected consumers who are looking for cloth diapers as a form of a gift. Furthermore,
the consumer must consider whether to choose cloth diapers or to choose disposable
diapers. The XYZ marketing agency will market and influence the target audience
through social media, through doctor’s offices, and through prenatal classes.
Information Search
In this stage, parents will seek information from their friends, colleagues, family
and others who are close to them. It is at this stage that the potential customer may turn
to social media in order to connect with others about their experiences with various
products and to search for more information. Many parents will also turn to searching
online for diaper brands, sizing and consumer reviews on various websites. The way
people gather information from other customers, friends or family members is called an
external information search.
Using a partnership with doctor’s offices and prenatal classes, the company can
get a positive image and credible reference with the target market. It can influence and
potentially make the target audience consider the product.
Alternative Evaluation
After completing the information search stage, customers move to evaluate all
their potential choices, including other alternative products. In this stage, they will
compare different diapers based on characteristics such as price, style, performance,
durability and other essential qualities, and which qualities that they want the product to
have. This will help them create their evoked set. In this stage, Cheeky can work to be
18
19. in the consumer’s evoked set by showcasing the strengths of the products. The ad must
include that the products are locally made, by doing so it will distinguish the company
from other alternative products.
Purchase Decision
This phase is crucial. After weighing all other options, the customer will make a
final purchase decision. The objective is to have parents who purchase diapers from
Cheeky to continue purchasing diapers from the company until their child no longer
requires diapers. In order to encourage consumers to purchase the product, Cheeky
occasionally participates in St. Albert and Terwillegar Farmers Market. Allowing the
consumers to experience the product will create assurance and satisfaction with
customers. The purchase decision will be made easier for consumers by providing the
opportunity for personal communication between consumers and the company. Another
proposal for the company is to create a brand loyalty program so consumers return and
repurchase diapers and other products.
Post-Purchase Evaluation
The post-purchase behaviour stage is a very important stage in the customer
purchase process. Positive feedback will increase brand trust, not only with the
customer who purchases and repurchases the product, but also so they recommend the
company to their friends and family.
At this stage, Cheeky is not applying any follow communication strategies with
their consumers. Furthermore, there are no Google reviews available for the product.
19
20. Therefore, one objective that the company has is to ensure consumers are satisfied and
have them re-purchase the product again in the future through electronic mail.
SWOT Analysis
See Appendix G for a summarized version of SWOT analysis.
Strengths
The owners believe that their company has a great advantage since their product
is locally manufactured (Zuurdeeg & Derkach, 2016). Furthermore, the product is made
from natural and organic materials such as hemp and cotton (“Cheeky, the Cloth Diaper
Co.”, 2016). These materials create an eco-friendly product that will provide comfort for
the baby. On the other hand, the business is in its’ growth stage. Therefore, the
owners’ focus is to provide the best quality product along with high quality customer
service. Though the company uses e-commerce, the owners’ still practice public
relations as they are open to any inquiries regarding their product.
Weaknesses
Though Cheeky has many strengths, there are weaknesses within the
organization. In this case, the growth stage can also be a concern for the business as
there is a lack of experience with regards to operating the business over several years.
There is limited advertising budget to create awareness of the product. Furthermore,
having limited marketing experience is another concern for the company. Currently, the
20
21. business is using social media as a tool for creating awareness and for the purposes of
marketing their product.
Another weakness for the company is their lack of a loyalty program.
Opportunities
According to Google Trends, an average of 7% of the population is searching for
disposable diapers, meanwhile cloth diapers have averaged 67% (“Google Trends”,
2016). This an opportunity for the business to market their cloth diapers because the
product is organic, all natural, environmentally friendly and Canadian made (“Cheeky,
the Cloth Diaper Co.”, 2016). This creates an opportunity to build trust and the
reputation of the company. Furthermore, most parents have some kind of a social
media platform on their mobile phone. This is a great opportunity for the business to
create awareness and trust with the target market. Moreover, because there are many
environmentalists and environmentally conscious citizens in the city, this is also an
opportunity to create a partnership with these individuals to help promote the product to
those looking for environmentally sustainable baby products. See Appendix H for more
information.
Threats
While the product sold by Cheeky is high quality and has many added benefits,
there exist certain threats to the company as a whole. Firstly, there is the question of
brand loyalty of the consumers. With the many other competitors selling other cloth
21
22. diapers, and because the company does not provide any services to customers, like
some of its’ competitors, Cheeky may have difficulties retaining customers as they do
not currently have any direct incentive from the company to continue to purchase its’
product; aside from the quality and customer service they receive. Secondly, there is
always the threat of having some customers switch to using disposable diapers as an
alternative. While environmentally friendly, reusable diaper use is becoming more
prevalent, some parents will continue to prefer and use disposable diapers. Along with
the preference for disposable diapers, there is the upfront cost for a reusable diaper
from Cheeky, which is significantly more expensive than buying a package of
disposable diapers. Lastly, there is the threat of being surrounded by well-established
competitors, which can make the barriers to entry into the market difficult to overcome.
Target Audience: Possible Market Segments
Geographic Segmentation Cheeky will continue on marketing the product in
Edmonton. However, the product will also be introduced in Calgary. There is a search
trend growing in Calgary for cloth diapers (“Google Trends”, 2016). See Appendix I for
a visual presentation of the data.
Demographic Segmentation The target market can be male or female, but they
will mostly focus on females. Parents will be ages 25 to 35 years old that are married
and are homeowners. The target market will also focus on the household size, ideally it
should be 3-5 people. Furthermore, the children must be between 0 months to 3 years
old in order to fit the product.
22
23. Socioeconomic Segmentation As mentioned, the parents have to be
homeowners, with a middle class income.
Past Market Research
According to the research conducted by Nielsen, there is a decline of 1.0% in the
diaper industry in the Canadian Market (Nielsen, p. 27, 2015). “[60%] of the global
diaper value sales are from North America… but the most rapid growth is happening in
developing countries” (Nielsen, p.3, 2015). This report was conducted in August 2015
and the company was already established last March 2015. The decline of diaper sales
have not affected the company. One thing that helped the business is the birth rates in
Alberta, mainly in Edmonton. As mentioned in the previous section, Edmonton has the
2nd highest birth rates in Alberta ("Alberta Open Government", p. Births, Marriages and
Deaths by Municipality and Year). See Appendix J for births and birth rates in Alberta.
Average Amount Spent on Products
After looking at Statistics Canada and other resources regarding the average
amount spent on diapers, it was discovered that “by age two, parents spend up to more
than $12,500 per year. Parents can count on spending close to $50 per week ($2,448
per year) on diapers, formula and baby food alone.” (Parenting, 2016) Putting this data
23
24. into perspective, it is clear to see that it is not cheap to raise a baby. When considering
the amount spent on disposable diapers, converting to the use of cloth diapers would be
more cost effective and the cost of $50/week would drop significantly.
Budget
Cheeky, The Cloth Diaper Co. is a private and newly established business.
Therefore the campaign will not involve other financial sources; only the Cheeky Cloth
Diaper Co. will provide the funding. The amount allotted for the campaign is $10,000.
Campaign Proposal
Brand Building Campaign
According to data collected in 2014 by Alberta Registry, Edmonton and Calgary
are on top of the list for having the highest birthrate in Alberta ("Alberta Open
Government", p. Births, Marriages and Deaths by Municipality and Year). Therefore,
XYZ marketing agency is proposing a campaign that will strengthen the brand image in
Edmonton and will create brand awareness in Calgary. To strengthen Cheeky’s brand
image in Edmonton and geographically expand the product’s brand awareness in
Calgary, the campaign will use different styles and strategies to advertise the product
and the brand. In this campaign, Calgary will be a test market.
24
25. Marketing Objectives
The marketing objective for Cheeky is to strengthen brand awareness in
Edmonton and to create brand awareness in Calgary by targeting mothers between the
ages of 25 to 35 years old. Furthermore, the campaign is aiming to create growth in
revenues from the website and potentially earn market share.
Communications Objectives
1. To increase brand awareness of Cheeky, The Cloth Diaper Co. in Edmonton and
create brand recognition and have Calgary as a test market by January 1, 2017.
2. To persuade by educating the target audience about Cheeky in Edmonton and
Calgary on the available products and its benefits to the environment by January
15, 2017.
3. To receive positive feedback from the target audiences’ in Edmonton and
Calgary regarding the brand and product by February 1, 2017.
4. To make the target audiences’ prefer Cheeky’s product over other alternative
products in Edmonton and Calgary by March 1, 2017
5. To make the target audience in both target area purchase cloth diapers and other
accessories from the company’s website by March 15, 2017.
6. To make the target market in Edmonton and Calgary repurchase the product or
purchase another product from the website by March 30, 2017.
25
26. Target Market Description
As mentioned in the previous section, Cheeky has already marketed themselves
in the Cloth Diaper Industry through the company’s social media channels and through
Farmer’s Markets. However, the company has a limited reach in their current media
strategy. Therefore, it is ideal to define the target audience and increase the reach of
their media strategy.
To define the target audience, the XYZ marketing agency looked at a
geographical segmentation strategy. Using the open data of Alberta, 29.9% of births in
Alberta occur in Calgary; meanwhile, Edmonton is ranked second ("Alberta Open
Government", p. Births, Marriages and Deaths by Municipality and Year, 2016).
Furthermore, the agency also used Google Analytics to analyze the growing search
trend in these cities. The agency evaluated the outcome which resulted in the growth in
search trends for “cloth diapers” in Calgary. Because of this, Calgary is ranked 100 in
2016 (“Google Trends”, 2016). Additionally, Google Trends ranks searches on its
website ranging from 0 being none of the population searched for a particular set of
keywords to 100 as the most popular search (“Google Trends”, 2016). With this
evidence and analysis, the agency is confident that these two cities will increase the
revenue of Cheeky. However, since Cheeky is still in an introductory stage in the
Calgary market; it is best to have Calgary as a test market.
To further define the target market in both cities, demographic segmentation is
needed to prevent having a broad target audience. The campaign will focus on targeting
26
27. current mothers and pregnant women that are married, homeowners between the ages
of 25-35 years old and living in a household of three to five people. The ideal age of the
child is between 0 months to 3 years old. These are the target audiences that will need
cloth diapers for their babies. See Appendix K for more demographic details.
Another segmentation that the campaign will also concentrate on is their
socioeconomic and psychographic segmentation. Cloth diapers can be expensive at
first; however, they are more cost effective in the long-term, when compared to their
disposable counterparts. According to Trent Hamm’s cloth diapering article, it costs $1154.63
for two years of cloth diapering and $1354.25 for two years of usage of disposable diapers.
(Hamm, Trent, 2014). Therefore, the target audience for this campaign will be families
who have an average household income of $35,000 or above. The campaign will also
be targeting mothers who are attending prenatal classes and doctor’s offices within the
Edmonton area. Most of the campaign for cloth diapers in Calgary will take place online.
Positioning Statement
The product is positioned in the market to target future and present mothers who
are between 25-35 years old. In addition, one of the competitive advantages of Cheeky
is the high quality organic materials that are used in their product. Therefore, it’s
appropriate to identify the target market niche of Cheeky as a company that provides
babycare with a smart substitute over other brands. Furthermore, it is also beneficial to
continue positioning the product as being environmentally friendly and locally made.
27
28. Promotional Mix & Promotional Choices
1. Internet/Social Media Marketing
According to Forrester Research, online shopping in 2012 generated a total
revenue of $231 billion, and is expected to grow to $370 billion in 2017 (Forrester
Research, 2016). This is an opportunity to showcase Cheeky in the market. It has been
mentioned in the preceding section, that Cheek’s social media accounts are used to
advertise the company’s product; however, the ads are not properly executed and
marketed. Therefore, the campaign will focus on properly executing the product in the
Canadian market and further expanding Cheeky’s brand awareness using the Internet
and social media. The campaign is focusing to reach the target audiences’ in Edmonton
and Calgary.
A. Google Adwords
Google Adwords, one of Google’s paid ads available, is a great opportunity for
the business to market the company. Using this strategy, people can search for
keywords regarding cloth diapers and have Cheeky as the first option or first
suggestion. In this campaign the keywords can be “cloth diapers”, “baby diapers”, and
“reusable diapers”. See Appendix L for examples of keywords searches together with
the potential reach, price per reach, and total costs.
The XYZ Marketing Agency prefer Google AdWords instead of AdWords Express
because it allows the marketing agency to choose from a full range of settings that will
give the agency a better optimization of keywords. Furthermore, it can allow the agency
28
29. to make adjustments to get better ad performance. Also, Google AdWords is more cost
effective than Google Adwords Express.
The ad will specifically appear in Edmonton, and the test market, Calgary. Most
of the target audience will likely click the suggested or first option on their screens.
Appendix M and Appendix N show the steps to create Google Adwords.
B. Facebook Ads
The current ad on their social media channels has a very limited reach.
Therefore, the XYZ Marketing Agency is proposing to further increase brand awareness
through Facebook paid advertising. The ad is designed to target mothers who are
between the ages 25-35 years old. In Edmonton, the ad will mainly include the product’s
quality and its ecological impact; meanwhile, in Calgary, the product will mostly
showcase the product’s origin and quality such as the soft and absorbent textiles of the
cloth diapers. There will also be some ads created for other products such as diaper
bags and bum spray; but it will mostly showcase the cloth diapers.
On the other hand, the ad will be continuously advertised from January 1, 2017
to May 1, 2017. The Facebook ad is budgeted to a $20 per day maximum. See
Appendix O for a summary of the Target Audience for the Facebook Ads.
C. Twitter Ads
Similar to Cheeky’s Facebook ads, the company is also marketing their product
through their Twitter accounts; however, it does not have a defined target audience. For
this reason, the agency has decided to further enhance the Twitter ads of the company.
29
30. Similar to Facebook, there is also Twitter paid advertising that will be used to promote
Cheeky.
At present, Cheeky’s Twitter ads mostly includes pictures and limited information
regarding the product. Sometimes, the post is also shared with the company’s other
social media channel. Although this strategy is beneficial and less expensive to promote
the brand, the ad does not generate enough profit for the company. In order to attract
more customers and increase the company’s revenues, the ad should include an
engaging slogan, phrases such as “Raised by a Good Time” or “Little Cheekies”.
The ad that the XYZ Marketing Agency recommends including appealing
phrases, colorful cloth diapers, accessories, and charming babies that will make the
target audience engage with Cheeky’s Twitter account. The ad will also have a
continuous media scheduling pattern from January 1 to May 1, 2017. The budget
recommended is $20.03 per day. See Appendix P.
2. Advertising
Advertising is an effective tool to reach a large quantity of the target audience;
however, it is an expensive tool. But, since Cheeky is an online business, there will be
limited advertising that takes place in select areas such as doctor’s offices and prenatal
classes in Edmonton. The partnerships with the Doctor’s offices and the prenatal
classes in Edmonton will further increase the brand awareness. Advertising in doctor’s
offices and prenatal classes will influence the attitude of current and soon to be
mothers. The target includes mothers attending these classes and visiting these offices.
30
31. Most likely ladies who attend the prenatal classes are first- time mothers. So it is
beneficial to have an ad that will educate or entice them to try cloth diapers.
A. Doctor’s Offices & Prenatal Classes
The campaign is also aiming to target Obstetrician- Gynecologist offices and
Prenatal Classes located in Edmonton and Calgary. There were no contact made on
this offices; however, the XYZ Marketing Agency is recommending to contact these
following: Obstetrician-Gynecologist offices: Hys Obstetrics & Gynecology and
SouthSide Women's Health Centre for Edmonton. While in Calgary, the XYZ Marketing
Agency is suggesting Chrysalis Obstetrics & Gynecology and Cusaro Ron MD.
Moreover, the XYZ Marketing Agency is suggesting to contact the following: Covenant
Health, Alberta Health Services, Grey Nuns Hospital, and Royal Alexandra Hospital.
The agency is preferably suggesting to contact the Obstetrician- Gynecologist of the
said institutions. These offices are well- known in Edmonton and Calgary and have
great credibility; therefore, it is ideal to create partnerships in this industry for targeting
and influencing mother’s choices regarding diapers.
The 11” by 17” glossy paper posters will be printed and displayed in selected
offices that has the website’s URL, the social media accounts, and the E-mail address
for the business; meanwhile, business cards and sample products will also be available
in these offices. This is to provide more detailed information of the business and to let
target audiences see the product’s texture and durability first hand. The XYZ Marketing
Agency is aiming that this partnership will help in advertising Cheeky’s colorful cloth
diapers in Edmonton Calgary markets. See Appendix Q for the sample poster.
31
32. To deliver the said media kit (Posters, Business Cards, and sample products), it
is ideal to send through Canada Post if it’s going to Calgary. The price for the parcel
varies on the weight and size of the media kit. On the other hand, Canada Post has 3
option for shipping where Cheeky can choose from: 1. Priority, 2. Xpresspost, and 3.
Regular parcel. Priority shipping will only take 1 business day, Xpresspost will take 2
business days, and the regular parcel will take approximately 2 days within Edmonton
and up to 5 days within the region.
The XYZ Marketing Agency knows that Abbey and Jessamie are busy mothers;
therefore, using Canada Post can lessen the time and work in delivering the media kit.
3. Public Relations
Articles on Cheeky have been published, including Manan Loupes Den’s review
and other articles from Farmer’s Markets (“Cheeky, The Cloth Diaper Co.”, 2016). The
company have also participated in the event called “ The Great Cloth Diaper Change” in
Edmonton that is organized by the Real Diaper Association (“Real Diaper Association”,
2016). The Real Diaper Association is a nonprofit organization that is founded by Lori
Taylor in 2000 (“Real Diaper Association”, 2016). Currently, this organization is slowly
expanding their advocacy to promote diapers that are environmentally friendly in North
America (“Real Diaper Association”, 2016). This is a great opportunity to create positive
public opinion; however, this event has recently been done in Alberta. There is no date
posted of when is this organization will conduct another event. Nonetheless, the XYZ
Marketing Agency is suggesting that Cheeky can participate in other organization or
foundation where it can create greater awareness in public relations.
32
33. As mentioned earlier, there are limited funds for this campaign; therefore, all
promotional strategies are weighed in accordance with total cost and the total reach in
mind.
4. Sales Promotion
Since Cheeky is practicing E-commerce, it’s beneficial to promote the product
using online marketing such as advertising on the company’s social media accounts
including their Twitter and Facebook accounts. In order to increase the product’s brand
awareness; the XYZ Marketing Agency is proposing to build consumer sales promotions
using strategies that include coupons, contests, and price-offs. The objective of the
campaign is to attract and increase sales for Cheeky. Sales promotion will also be used
to encourage first time buyers, and repeat customers. Furthermore, with the sales
promotion the company is able to track online analytics.
A. Retweet the Tweet
The campaign is proposing a coupon promotion using the company’s Twitter
account. Followers will have to retweet the tweet and use #CheekyofYeg to receive
coupons. People who will retweet the tweet will receive $5 off their next purchase. This
promotion will be available from March 1 to March 31, 2017 during the month long
anniversary of Cheeky. The ad will feature cloth diapers and other accessories. See
Appendix R for a Sample of the ad for ReTweet the Tweet promotion and the sample of
rules and regulation.
33
34. 5. Personal Selling
Cheeky has a form of public relations and personal selling through their
participation at thte Farmer’s Market in St. Albert and Terwillegar. This strategy is
excellent to personally communicate with mothers and expectant mothers regarding the
comfort that Cheeky’s cloth diaper will give to their babies. Jessamie and Abbey can
also share some advises to their clients in or to build trust in the brand. Due to limited
budget, the campaign is unable to perform or to participate in any tradeshows such as
Mom, Pop & Tots Fair or the Calgary Moms Trade Fair to formally execute personal
selling. However, the XYZ Marketing Agency is recommending to continue this strategy
to generate positive feedback.
6. Direct Marketing
Direct Marketing is beneficial to increase brand awareness. On the other hand,
the campaign is also aiming to directly persuade and educate families about the positive
advantages of the cloth diapers.
A. Direct Mail
The XYZ Marketing Agency is proposing to include direct mail as a form of
advertising. A vertical half page ad mail will be sent in the target market’s homes that
include coupons where mother can redeem in Cheeky’s website. With the use of
Canada Post, Direct Mail is possible.
34
35. Canada Post offers mail delivery for approximately $2,000 to reach 11,000
houses. Canada Post is using precision targeter where they can specifically target
houses that fits Cheeky’s direct mail target audience. In this case the target audience
will be family that has a household size of between 3-5 persons and mothers that have
an age between 20 to 39 years old ("Canada Post: Mailing, shipping, shopping"). Most
of the flyers will be distributed in St. Albert because residents from that area are familiar
due to Cheek’s participation in the St. Albert Farmer’s Market. The price per household
is 15.8 cents ("Canada Post: Mailing, shipping, shopping").
To create the flyers, McCann Print Solutions Inc. will print 20,000 copies for
$1,680. The price does not include delivery; if so, it will cost 16.8 cents to distribute the
flyers. Meanwhile, Vistaprint costs $674.99 to print $20,000. However, due to limited
budget, it is ideal to have only 10,000 copies in hand to remain in the $10,000 budget.
Media Blocking Chart
35
36. Creative Components
Overview
Cheeky, has a very colorful and vibrant website. Therefore, the goal of the
creative is to stay with the same theme of the original designs made by the company,
using vibrance and also pastels to make the creative consistent. The marketing agency
is also aiming to add emphasize on the baby's captivating smiles in using the cloth
diapers.
Name
Cheeky, The Cloth Diaper Co. has a great name. Unlike no other, this company
is original and the name separates it from its competitors. Because this campaign is
directly dealing with babies, and the life of a mom it is quite easy to play around with
words for the campaign. Catchy slogans and a play on words will be a big focus of this
campaign. Phrases including Party Poopers, Cheeky in the changing, Raised by a Good
Time, and other catch phrases will be incorporated to intrigue consumers and keep the
campaign alive, fun, and lighthearted.
Logo
There is currently no logo for Cheeky Cloth Diaper, which gives XYZ Marketing Agency
the chance to be creative. The main focus of the brand is eco friendly, local, and cheeky
36
37. babies. If there was to be a logo, XYZ agencies would want it to represent just that. XYZ
Marketing recommends hiring a graphic designer to create the logo.
Creative Brief
See appendix S for sample of direct mail flyer design.
Theme / Visual Identity
The XYZ Marketing Agency wants to raise awareness on the importance of the
comfort of the babies and the positive advantages of cloth diapers. Furthermore,
Cheeky owners, Jessame and Abbey expressed that their image and identity is
centered on being eco-friendly and locally made. Therefore, it is preferred to have a
theme that relates mothers, babies, and the environment. Raised by a Good Time is the
chosen theme for this campaign( Zuurdeeg and Derkach, 2016). The reason that the
XYZ Marketing Agency chose this theme because of the play on words. The word,
Raised, refers to the newly born babies and it also refers to raising brand awareness for
Cheeky. Meanwhile, the word, Good Time, refers to the babies being born on the right
time and able to experience the comfort of life brought by Cheeky.
Message appeal
The message appeal XYZ agencies would like to portray to consumers are
humor and rational. This is a fun campaign; however the campaign will also be
37
38. informative as it educates mothers and expectant mothers regarding the positive effect
on their babies and the environment. To make this campaign, the choice of images
recommended use for the campaign, XYZ agencies all know mothers need a little
laughter in their lives.
Source
To add emphasis on cloth diapers, the source will simply be babies and mothers.
The mothers will be the direct source of all information; meanwhile the babies wearing
the colorful and comfortable cloth diapers will be the indirect source. The babies
represent the the claim of Cheeky.
Media Strategy/Plan
Media Objectives & Strategy
The media objectives outlined for the Raised By A Good Time Promotional
Campaign are designed to increase awareness of the program within the target
audience, encourage existing customers to repurchase, and finally create a customer
database. These objectives will be achieved through the use of online advertisements,
social media channels, direct marketing and public relations activities. The amount it
would take to advertise through mediums such as television, radio, print, and outdoor
advertising, are irrational approaches to use the 10,000 budget wisely.
Facebook, Twitter, and Google Adwords have been selected as media channels
for the campaign. Facebook has become more of a marketing tool than it used to. In the
38
39. “Facebook Marketing Book, authors Dan and Alison Zarrella remind us that:
“Newspaper circulation rates are in decline, and that most television ads aren’t
profitable. Facebook has a far larger audience than old media… Facebook provides
brands with new ways to target ads more effectively than ever before. ” (Zarrella, D. &
Zarrella, A. 2011, Chapter 1, “Introduction to Social Networking”). With information such
as this considered, an online media strategy was decided to be implemented for this
campaign. With the time spent online by the target audience the justification for a digital
strategy is straightforward. Looking at the fact that the target market are mothers who
are researching “how to raise a baby” what other place are they to look primarily, other
than their network? Facebook provides prime opportunity to reach concerned mothers
with vital information on the impact that they can have on the environment by
consciously choosing to use reuseable diaper.
Twitter has also been chosen as media. For approximately $20.03 a day, it is
estimated that it will be of better assistance to the target market of reaching
approximately 2000-3000 more women of the demographic per day. “Twitter has the
greatest market share in the United States, and 90% of revenue comes from
advertising.” (Twitter, 2014)
Execution
With the use of social media literally at the fingertips and just a click away, it is
reasonable to expect that majority of “Raised By A Good Time Campaign” will occur
online and through social media channels. There is $7,039.17 in the budget for
39
40. Facebook, Twitter, Instagram, and Google Adwords. To build the brand through this
campaign XYZ agencies have allotted room in the budget for sales promotions through
Twitter. By retweeting a tweet consumers will have the opportunity to reach their
network, and if someone from their network retweets, this will create a chain reaction
which is organic, word-of-mouth advertising. There will be incentives to get consumers
to retweet, which is what the allotted $650 in the budget is for.
Not only is the Raised By A Good Time campaign going to occur online, but there
will also be a direct marketing strategy. Canada Post will create the ad and distribute it
for Cheeky. This is an effective use of the budget as the graphic designer costs are also
included.
Print ads as seen above in the creative will be used to target mothers and
expectant mothers at doctors offices and prenatal classes. It is strongly believed that
this will be an effective form of advertising because XYZ agencies are marketing
directly towards the target audience. Prenatal classes are offered at the Grey Nuns
hospital in Edmonton. (Covenant Health, 2016).
Recommendations
To enhance and implement the suggestions to the Raised by a Good Time
campaign and by examining the data collected, the agency is suggesting that it would
be best for Cheeky to further improve the company’s website by adding: an online chat
functionality on their website, allowing customers immediate access to a response to
any questions or concerns they may have. Currently, visitors can only send an email to
40
41. get more information about the product. The online chat functionality on the Cheeky
company website will help make contacting the company faster and easier. This chat
feature will automatically pop-up when visitors view Cheeky's website. Once the visitor
asks a question through the online chat, the owners of Cheeky will receive a message
on their mobile app, allowing them to quickly and easily reply to questions. Cheeky can
provide more information to potential customers. This feature has the potential to
accelerate customer purchase process by giving customers rapid responses to their
inquiries. See Appendix T for sample website design.
While new methods of customer interaction are recommended, improvements to
existing means of communication with customers is also required. Cheeky should
concentrate on improving the effectiveness of its’ email channel of communication. One
example of how email communications can be improved is sending the customer a
thank you email once they receive their product from Cheeky. The importance of this
email is to extend gratitude towards the customer but also to ask for feedback on the
customer's’ level of satisfaction with their purchase. This email could also include
answers to some of the most popular questions and basic instructions on how to
correctly use the diaper that the customer purchased. Customers can also be given the
opportunity to share their thank you email to Facebook or Twitter. This will help Cheeky
attract more followers online through the social media connections of their customers.
41
42. Budget
Evaluation
The evaluation can be examined by using several tools:
1. Google Analytics
Currently, Cheeky doesn't have Google Analytics setup on their website. Once
Google Analytics is set up, Cheeky will be able to track the data from online advertising,
their website, and social media. Google Analytics can also interact from the Google
AdWords to generate a keywords report. This report tracks performance of the
keywords bid on by Cheeky.
In the Google Analytics weekly report, Cheeky will be able to know how many
people visit Cheeky's website from Google advertisements and social media
advertisements, also what devices they were using, and how many people go directly to
42
43. Cheeky's website. What page they view the most and how many pages they viewed
during the visit. Google Analytics where the visitor is and shows where they were on the
site to the point of purchase. If Cheeky’s services were not purchased, Google
Analytics determines where they stopped.
Through that information, XYZ agencies will be able to find what kind of problems
on the website need to be fixed. Which channel drives more traffic to Cheeky's website.
Which advertising works the best, and XYZ agencies will be able to spend budget more
wisely for the next campaign.
Through the report generated by Google Analytics, XYZ agencies will know
where their web visitors come from, what pages visitors viewed most, and which
advertisements performed the best. That information helps the user to adjust contents in
the advertisement, web design and helps investors to put money in the right channel to
get the most engagement. See Appendix U.
2. Facebook tracking / Twitter tracking
Both Facebook and Twitter have official tools that allow users to track the
performance of paid ads. XYZ agencies will analyze how many people viewed Cheeky's
advertisements and how many people clicked Cheeky's advertisements. Also, how
much money was spent on advertising.
Google Analytics is a very powerful tool that allows XYZ agencies to track and measure
the performance of Google advertisements and Cheeky's website. It also has interaction
with Google Adwords, Facebook ads, and Twitter ads.
43
44. 3. Hotjar
Hotjar is a web tracking tool that XYZ agencies recommends Cheeky use to see
where people are going on their website (“Hotjar”). It can take the record for every
visitors mouse movement (“Hotjar”). It also allows XYZ agencies to see what places
that visitors click the most (“Hotjar”). XYZ agencies can use that information to adjust
Cheeky's website, to make it more user-friendly and test the performance of the sign-up
button (“Hotjar”). Appendix V shows an example of the Hotjar interface.
Conclusion
A promotional campaign has been created for Cheeky that has the main
objective of brand building. It is also aiming to create brand awareness that will
potentially attract new customer and increase sales for Cheeky, The Cloth Diaper Co.
In order to achieve their objectives, the main strategies used include the distribution of
posters to various doctors offices, prenatal classes, and gynaecologists, the Internet via
social media advertising, and direct marketing. Google Analytics will be used to
measure the performance of each advertisement every week.
44
46. References
Alberta Open Government. (n.d.). Retrieved November 24, 2016, from
http://open.alberta.ca/interact/vital-statistics
Belch, G. E., Belch, M. A., & Goulla, M. A. (2014). Advertising and Promotion (Fifth
Canadian
Edition ed.). McGraw-Hill Education LLC.
Births, estimates, by province and territory. (n.d.). Retrieved October 06, 2016, from
http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/demo04a-eng.htm
CBC (2013). Retrieved December 02, 2016, from
http://www.cbc.ca/dragonsden/pitches/happy-nappy-diaper-service
Canada Post: Mailing, shipping, shopping. (n.d.). Retrieved December 02, 2016,
from https://www.canadapost.ca/web/en/home.page
Cloth Diapers | AMP, Bummis, Thirsties, Swaddlebees, Blueberry, Bamboo Baby| Little
Monkey
Store in Sherwood Park, AB Canada. (n.d.). Retrieved October 15, 2016, from
http://www.littlemonkeystore.com/
Company Search. (n.d.). Retrieved October 15, 2016, from
http://www.hoovers.com/company-information/company-search.html?term=Happ
y%20Nappy%20diaper
Google Trends. (n.d.). Retrieved October 15, 2016, from
https://www.google.ca/trends/explore?q=disposable%20diaper,cloth%20diaper,bi
rthrate
46
47. Hamm, T. (2014). Cloth Diapering: A Real-World Analysis - The Simple Dollar.
Retrieved from http://www.thesimpledollar.com/cloth-diapering-a-real-world-analysis/
Happy Nappy. (n.d.). Retrieved October 15, 2016, from http://www.happynappy.ca/
Hotjar Ltd.,(n.d.). Hotjar - Heatmaps, Visitor Recordings, Conversion Funnels, Form
Analytics,
Feedback Polls and Surveys in One Platform. Retrieved December 02, 2016,
from
https://www.hotjar.com/
Internet users (per 100 people). (n.d.). Retrieved October 04, 2016, from
http://data.worldbank.org/indicator/IT.NET.USER.P2?end=2014
Jones, S. (2014, March 18). Consumer buying process [Buying process of consumers].
Retrieved November 2, 2016, from
http://www.business2community.com/consumer-marketing/six-stages-consumer-
buying-process-market-0811565#J7B6hTg5ebgirE8d.97
Lindsay. (2015, May 21). Cheeky Diaper Co. One-Size Diaper Review. Retrieved
October 04,
2016, from http://mamanloupsden.com/2015/05/21/cheeky-diaper-co/
Neff, J. (2011, April 11). P&G e-commerce chief sees blurring of sales, marketing.
Advertising Age, 82(15), 0008. Retrieved from
http://go.galegroup.com.libezproxy.nait.ca/ps/i.do?p=CPI&sw=w&u=naitl_main&v
=2.1&it=r&id=GALE%7CA254032576&asid=b7221420f1976f7b6abb404d570f505e
Newborn Diaper 3 Pack | Cheeky Diaper Co. (n.d.). Retrieved October 04, 2016, from
47
48. https://shop.cheekydiaperco.com/collections/newborn-diaper-3-pack
(n.d.). Retrieved October 16, 2016, from
http://www5.statcan.gc.ca/cansim/a26?lang=eng
N. (2015, August). TRENDS IN THE GLOBAL BABY FOOD AND DIAPER MARKETS.
Retrieved from
http://www.nielsen.com/content/dam/nielsenglobal/de/docs/Nielsen
Global Baby Care Report - August 2015.pdf
“Parenting” (2016) No Author retrieved from:
http://www.parenting.com/article/the-cost-of-raising-a-baby
R. (2015). SWOT Analysis. Retrieved October 15, 2016, from
http://www.investopedia.com/terms/s/swot.asp
TWITTER.(2014, May 5). Advertising Age, 85(10), 0007. Retrieved from
http://go.galegroup.com.libezproxy.nait.ca/ps/i.do?p=CPI&sw=w&u=naitl_main&v=2.1&it
=r&id=GALE%7CA367417615&asid=2125344cd59480f4de016aa03b51fb1f
Zarrella, D., & Zarrella, A. (2011). The Facebook marketing book. Beijing:
O'Reilly. Retrieved on December 1, 2016 from:
http://proquestcombo.safaribooksonline.com.libezproxy.nait.ca/book/web-development/f
acebook/9781449395636
@serpsapp. (n.d.). Daily Rank Tracking Software for Large Scale SEO.
Retrieved December 02, 2016, from https://serps.com/
48
