This digital marketing strategy presentation outlines a plan to build brand awareness and sales for Mother, a plant store. The strategy targets young nature lovers aged 25-35 who value spirituality. It will create a "Plant your life" campaign from June to September 2020 using multiple digital channels including Facebook, Instagram, blogs and ads. The goal is to drive traffic to the physical and online stores and grow the brand's presence. Performance will be analyzed using metrics like impressions, views, signups and purchases to optimize the campaign.

1. DIGITAL MARKETING STRATEGY
MOTHER
Alexandros D. Milionis
Georgios Chatzis
Ilektra Antreou
from the Greek word 'mētēr';
"the one who has given birth to anything"
plants and stuff

2. What you
will see
PRESENTATION
HIGHLIGHTS
Brand Purpose
Target Audience
Consumer Profile
The Challenge
Our proposition
Our strategy
Campaign info
Channel Mix
Customer Journey
Analysis and Optimization
Conversion funnel

3. Our
purpose
WHAT WE WANT TO
ACHIEVE
We want to create a plant
loving community with true
interest and love for plants. We
believe in the healing power of
gardening and the positive
energy that plants bring into
people's lives. More plants
equals less stress; that’s our
motto in mother.
WE ARE MORE THAN
JUST A FLOWER SHOP

4. Young nature lovers with
passion for growing and
cultivating plants,
characterized as calm
people with a free spirit.
TARGETAUDIENCE
AGE: 25-35
OCCUPATION: Professionals & Freelancers
SOCIAL CLASS: Middle class
INCOME: 800 - 2.500 €

5. Consumer
profile
OURIDEALCUSTOMER
Daphne 29, lives in Athens, Greece and works
as a graphic designer in an advertising
company while being a part-time freelance
photographer.
She values spirituality, inner harmony and
believes in meaningful work. Reading books
about interior design and attending plant
exhibitions are her pleasures of choice.

6. Fight Substitutes Become Successful
Develop BrandEstablish Presence
Competite against
Differentiate
ourselves
The ChallengeFROMIDEATO
THRIVINGBUSINESS

7. Our proposition
It is not a case of budget or
spaciousness,
it is simply a state of mind.
There is no better way to achieve
that, other than by incorporating
natural beauty in your household.
Building your everyday environment
in a way that allows you to feel like
your true self can be magical,
especially inside an urban city.

8. Marketing
strategy
PLANTING FOR SUCCESS
Our store needs to grow and communicate
its digital presence by creating a cross
channel digital campaign for raising
awareness and generating traffic to both its
physical and digital stores.
Create the necessary channels
Generate interest
Leverage people's modern philosophy
Market Mother as the ideal place
How to achieve that:
1.
2.
3.
4.

9. Campaign info
Campaign Title
'Plant your life'
Time frame
June 2020 - September 2020
(122 days)
Objective
Build brand awareness and
create immediate
opportunities for sales

10. Channel Mix
Multichannel marketing
MOTHER

11. Facebook Page
Instagram
Facebook ads
Digital advertorials
Channels

12. Blogs
Mother’s e-shop
Newsletter
Channels

13. Email
Google display ads
SEO
Channels

14. Gantt Chart
FROM JUNE 2020
TO SEPTEMBER 2020

15. Analysis &
Optimization
MOTHEROGSM

16. Conversion Funnel
MOTHERPLANTS&STUFF
Impressions: 935.600
Landing Page Views: 46.780
Purchases: 387
Newsletter sign up: 21.051
Email CTR: 4.841
5%
45%
23%
8%
Clients: 387
Avg. basket size: 40€
Revenue: 15.480€
Marketing budget: 4.000€
Net income: 11.480€
ROI: 26%

17. THANK YOU
FOR YOUR
ATTENTION
MOTHERPLANTS&STUFF