My digital marketing plan for DIY startup MakersKit.

2. MakersKit provides easy to assemble DIY project kits along
with entertaining instructional videos that make it possible for
anyone to explore their creative side
What is MakersKit?

3. ● Bringing maker movement to the
mainstream
● One-stop-shop for craft supplies and ready-
to-assemble kits
● Provide step-by-step Youtube tutorials for
every kit
● 1:1 Donation to public schools for every kit
sold
● Each kit cost around $5 to make and sold
for about $25 each
o Average gross margin of 65%
● Retail partnerships
o Brick and mortar
 Nordstrom
 Urban Outfitters
o Ecommerce
 Fab
 Brichbox
What is MakersKit?

4. Objectives
● Sell Kits and Craft
Supplies
● Social Media Engagement
● Youtube Subscriptions
● Newsletter Signups
Objectives and KPIs
KPIs
● Conversion Rate
● Average Order Value
● Revenue
● Customer Acquisition Cost
● Click Through Rate
● Views
● Shopping Cart Abandonment

5. Vision: Give anyone the chance to be creative
Mission: Provide necessary materials and instructional videos to create unique
DIY projects
Positioning: Lowers the barrier to entry for people who want to join the maker
movement
Mindset: People may want to be creative but don’t know where to start
Enemy: Exclusivity, dullness
Personality: Fun, Optimistic, Inspiring, Teacher
Brand Positioning: Others own niche,
MakerKit owns mainstream

6. ● Not just for women
● Anyone who wants to get in touch with their creative side
● Seasoned arts and crafts hobbyists
● Weekend warrior hobbyist
● Families, young children
Target Market: Seek simplest path to creation

7. Customer Empathy Map
Think & Feel:
In their
words
Hear:
Say & Do:
Pains Gains
See:
● Adventurous
● Playful irreverence
● Socially conscious
● Outdoors
● Etsy
● Art Galleries
● Social media presence
● Photography
● Tactile experiences
● DIY pundits
● Spotify or Pandora
● DIY blogs
● Creating something new
● Discovery
● Unleashing creativity
● Stagnation
● Esoteric groups
● High learning curves

8. ● Youtube
o Ask followers to make their own tutorial videos
o Encourage unboxing videos
o Instructional videos on how to film
● Instagram
o Beautiful pictures of kits
o Regram followers’ Makerskit projects
 #HowIMakersKit
o Behind the scenes of video shoot
● Pintrest
o Boards of materials that go into creating different projects
o Share project ideas from other sources
● Facebook
o Targeted ads
o Engage followers with questions about their favorite kits and ask what projects they
would like to make in the future
● Twitter
o Update followers on contests
o Upcoming MakersKit boxes
o Current discounts and sales
o Ask followers questions about what they like and what they want kinds of projects they
would like to make in the future
Social Media: Spread Through Word of Mouth

9. ● Make Youtube channel a destination in itself
for DIY crafters
o Show off brand and products then lead
them to the site
● Work with influential Youtubers to make video
tutorials for kits
o Grace Heilbig, Tyler Oakley, Mamrie Hart
● Expand beyond tutorials and create
entertainment
o Invite brand aligning influencers to
assemble MakersKit projects in a Martha
Stewart-esque show
● Youtube organic lead hack
o Put keywords and calls to action in
clickable annotations that lead to the
MakersKit website
More on Youtube: Pre-roll ad dollars and grow community

10. Facebook Targeting Campaign: Find customers based on interests and behaviors
New To DIY Projects
Objective: Make crafts hobby
accessible for anyone
Hobbyists
Objective: MakersKit has
everything that a crafts
hobbyist needs
Socially Conscious
Objective: Show that
MakersKit is focused on
bettering local communities

11. Week 1:
● Test best guesses with keywords
● Create groups for different
customer segments
● Test which keywords perform the
best
o Traffic
o Email signups
o Kit purchases
o Material purchases
Google Adwords: Be the solution to their search
Week 2 and Beyond:
● Build negative keywords list
o Exclude high learning curve maker
hobbies unrelated to the brand
 Robotics
 3D printing
● Build longtail keywords through more
experimentation
● Experiment with posting times
● Eliminate low performing keywords

12. ● Newsletter email capture popup
● Make giveaways viewable on site
● Eye catching photos
● Pintrest-ify view of kits
● Trending kits at the top of the page
● Sticky navigation when scrolling
Site UX: Make onsite customer
journey as simple as possible

13. 3. Specialty Newsletter
● Sent as needed
● Special announcements
● Holiday campaigns
● Upcoming events
o Festivals
o Popup shops
Email Marketing: Repeat Customers
1. Welcome email
● Gives 15% discount for first time buyer
● Welcomes them to the MakerKit community
○ Eye catching picture
● Does not push any sales other than the discount
● Only showcase brand
2. Weekly Scheduled
Newsletter
● New kits
● Discount codes
● Stories on school donations
● Feature new Youtube videos
● Announce Giveaways
● Targeted
○ New to crafts

14. Giveaways
● Monthly
● Seasonal
● Holidays
● Social action
Giveaways, Influencer Marketing, and
Special Events
DIY crafts blogs
● Aunt Peaches
● PS I Made This…
● Lovely Indeed
Festivals and Arts Events
● Lighting in a Bottle
● MakerFaire
● Coachella

15. ● Maker Truck Popup Tutorials
o How MakersKit started
o Schools, Universities
o Offices
o Community centers
Experimental: Risky tactics that could have big payoff
● Monthly Subscription Service
○ Don’t waste time looking for
your next project
○ New kit at your door each
month
● Create Own Makers Conference
○ Invite influencers for keynotes
○ Convention floor
○ Include all types of makers from
niche to mainstream arts and crafts

16. ● Full stack UX/UI designer
(when needed)
o UX and Website
housekeeping
● Videographer
o Youtube videos
● Adwords Expert
o Google Adwords
Assets / Resources
● Marketing Manager
○ Organize influencer marketing and talent for
videos
○ Coordinate company presence at events
○ Oversee marketing process
● Marketing Associate
○ Email Marketing
○ Analytics
○ Facebook Ad campaign
○ Giveaways
● Content Writer
○ Copy for email
Speciality GroupCore Marketing Team

17. ● 15% Revenue increase = $168,750
● Organic Search and Social = $118,125
o 70% Revenue
● Paid
o 30% Revenue = $50,625
 Facebook = 0.45 cpc 1% conversion rate
 Google Adwords = 1.10 cpc 4% conversion rate
Expected Returns: 15% Revenue Increase

18. Thanks For
Listening!