2. Tantawi, Marketing Plan Part 2
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TABLE OF CONTENTS
3: Channel Selection Page 3
Search Engine Optimization (SEO) Page 3
Paid Search/Pay-Per-Click advertising Page 3
Digital Public Relations Page 3
Display Advertising Page 6
Social Media and Viral Marketing Page 9
Email Marketing Page 12
Affiliate Marketing Page 15
Role of Mobile Page 15
4: Campaign Management Page 17
Conversions Page 17
Value of a conversion Page 17
Optimization Page 17
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3: Channel Selection
Campaign Objective: Increase brand awareness of Lacey Couture Jewelry designs by
implementing a digital marketing campaign that will entice customers to come to the store and
share information about the brand.
Campaign Slogan: “A Reason for Every Season: Couture Jewelry Designs Created with
Confidence and Elegance in Mind”
*Due to budget constraints and the campaign objective, Lacey Couture will increase the
budget from $4,000 to $5,000 and reduce the campaign duration from 12 months to six
months. All channels will start in July and be completed in December*
Channel Implementation Strategy
Search Engine Optimization (SEO):
Budget: N/A Hours: N/A
Lacey Couture will not be using this channel because they have decided to focus on
press releases, social media and other channels that will have SEO components
embedded in them.
Paid Search (PPC) Advertising:
Budget: N/A Hours: N/A
Lacey Couture will not be using this channel because the social media-marketing
plan will incorporate these elements.
Digital Public Relations:
Budget: $310 Hours: 38
Press Release 5hrs/month $7/hr 6months $210 and 30 hrs
Free Gifts 4hrs/gift $50/gift 2 gifts/campaign $100 and 8 hrs
Estimated number of conversions: 80
Press Release: Lacey Couture will host/take part in at least one special event per month during
the campaign. For each of these events a press release will be made. The estimated number of
conversions that could result from a single press release is five. Total estimated conversions are
30.
News/T.V.: Lacey Couture will attempt to feature special interest news stories relating to special
events and fundraisers though out the campaign. Lacey Couture will take part in at least one
event per month and will pitch a special interest news story to the local channels. The estimated
amount of news stories that will air throughout the campaign is four. For each news story, an
estimated number of five conversions will be made for a total of 40 conversions.
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Free Gifts: Lacey Couture will give 2 free gifts away to local fashion and industry socialites in
order to increase brand awareness and gain exposure. The estimated number of conversion that
could result from a single gift is 5. Total estimated conversions for free gifts are 10.
Channel Research:
The PR efforts will support the marketing campaign’s objective by increasing brand
awareness.
The campaign message, “A Reason for Every Season: Couture Jewelry Designs
Created with Confidence and Elegance in Mind” will be communicated through PR
channels.
The primary news source Lacey Couture will target is the on-line and print
publication “New Orleans Art Insider”. This publication covers art in the New
Orleans area by providing reviews and pictures. “New Orleans Art Insider” can be
viewed at: www.insidernola.org
The secondary source is WWL-TV, “Channel 4’s Eyewitness News”, which is a CBS
affiliated television station serving New Orleans, and greater Louisiana.
(www.wwltv.com). Reaching approximately 60,000 homes, this local broadcast
station has the highest ratings for the 5pm and 6 pm time slots. (Walker, 2011)
Previous stories featuring Lacey Couture designs were conducted by WGNO “News
With a Twist” and the latest story can bee seen here:
http://wgno.com/2013/04/12/billboards-for-art/#axzz2QDDwEWhL
Bloggers and other influences within the jewelry industry will be engaged through
PR efforts by sending them VIP invites to fashion shows, and by creating jewelry
pieces made specifically for them and presenting them as gifts.
The effectiveness of this marketing method will be measured by the percent increase
of jewelry sales following press releases, special events and the presentation of gifts
to local blogger and socialites. The target for this is a 50% increase in sales.
Continued on next page: Press Release Example
5. Contact:Lori Tantawi
Cell: 555-234-8976
Lori.couture@yahoo.
com
Multimedia:
www.setsandsights@
blogspot.com
www.exagere.com/Lo
riT
www.facebook.com/L
aceyCoutureJewelr
y
www.twitter.com/Lac
eyCoutureJewelry
www.instagram.com/
LaceyCoutureJewel
ry
French Quarter Features
Lacey Couture Jewelry
International jewelry designer
and model Lori Tantawi
debuted her new jewelry
line “Lacey Couture” at the
French Quarter Festival
party located at Exagere’
Art Gallery and Furniture
Boutique. Produced in
conjunction with David
Rhodes and the CBS
Network, the show featured
artist and performers Carl
Joe Williams, Rachel Cain
and Charmaine Neville.
“Loisirslit” radio show
broadcasted the event live,
and runway models
showcased Lacey Couture
designs while walking to
the sounds of DJ Black
Pearl. Lori Tantawi’s entire
Lacey Couture collection is
available at Exagere’ Art
Gallery and Furniture
Boutique located in the
French Quarter.
About Us: Lacey Couture offers unique, non-duplicated,
handmade jewelry at competitive prices. A personalization
service is also available for customers that want to contribute
to design of their own jewelry piece.
6. Digital Display Advertising:
Budget: $2,250 Hours: 90
Digital Ads 15hrs/month $7/hour 6months $630 and 90hrs
Website 1 .50/click $3/day 6months $540
Website 2 .50/click $3/day 6months $540
Website 3 .50/click $3/day 6months $540
Estimated number of conversions: 200
Digital display advertising: Lacey Couture will place digital ads on three different targeted
websites. These ads will run during the peak shopping time for the targeted consumer group.
Below is the max number of clicks that can be achieved for the campaign.
6 clicks/day 180 clicks/month 1,080 clicks/campaign
Customers will have the option to join the email subscriber list once they click on an ad. This
will increase the chance of this person becoming a repeat customer throughout the campaign
duration. The estimated number of conversions that could result from this channel is 200.
Channel Research:
Online display advertising will meet the campaign objective by increasing brand
awareness and by increases online and in store sales.
The creative message that will be used with the display advertising is “Affordable
Trendy Handmade Jewelry”.
Media will be placed on the following three websites:
-Jewelrypics.com, which has 0-10,000 impressions a day and is accepting banner,
skyscraper and medium ads (text and image). (adwords.google.com)
-Jewelrypassion.net, which has 0-10,000 impressions a day and is accepting text and
image ads that are banners, skyscrapers and medium sized. (adwords.google.com)
-Pinkassecoriesshop.com, which has 0-10,000 impressions a day and is accepting, all
sized ads, text and image.
The ad will be interactive by allowing the audience the ability to scroll over the
pictures of the jewelry in order to see more photographs and the ad will feature an
area where they can click in order to get more information about the brand.
Once readers reach the landing page they will gain access to discounts, VIP tickets
for upcoming shows and the option to subscribe to the Lacey Couture email list.
The percentage of people that engage with the ad and the percentage of people that
subscribe to the email list will measure the effectiveness of this marketing method.
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The target for this channel is to receive a 60% engagement rate and an 80% email
subscription rate. (At least 80% of the people that engage with the ad op in for the
email list)
There are three different sized ads that can be displayed:
Banner Ad
Medium Ad
Continued on next page: Skyscraper Ad
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Social Media and Viral Marketing:
Budget: $1,770 Hours: 240
Facebook Page 15hrs/month $7/hr 6months $630 and 90 hrs
Cost per Click .50/click $4/day 6months $720
Pinterest Page 10hrs/month $7/hr 6months $420 and 90 hrs
Estimated number of conversions: 210
Facebook: Below is the max amount of clicks that can be achieved for the campaign.
8 clicks/day 240 clicks/month 1,440 clicks/campaign
Due to this, the total estimated conversions are 200.
Pinterest: The Pinterest page will be maintained on a monthly basis throughout the campaign,
and will post updates that coincide with press releases in order to keep consumers engaged and
involved with the brand. Lacey Couture estimates five conversions will occur per month and
therefore the total number of conversions is 10.
Channel Research:
Social media will meet the campaign objective by increasing brand awareness
through the use of sponsored ads and pages. By advertising time sensitive sales and
promotions, jewelry sales will also increase.
Facebook and Pinterest will be used for the social media campaign. Facebook will
provide advertising that is specific to the target audience for Lacey Couture jewelry.
Facebook will allow Lacey Couture to advertise to the primary and secondary target
audiences, 18-35 year-old females, during a the time when they are on-line, which is
Fridays from 11am to 2pm. (Pousa’, 2012)
Pinterest will be used to further brand awareness due to its increasing popularity and
the volume of consumers that utilize the network that are interested in jewelry. 79%
of the users on Pinterest are female. (Pinterest.com) Following Facebook, Pinterest is
the most visited site prior to and after visiting competitor sites. (Alexa.com) Pinterest
now allows businesses the options to create accounts instead of personal profiles.
This will allow Lacey Couture the ability to include “Pin It” buttons on webpages
and use the brand logo as an avatar.
These social media platforms will support the other channels because widgets and
hyperlinks will be provided that will allow consumers to engage with the brand on
their favorite social media platform. This adds convenience, which increases the
chances of a consumer sharing the information and being exposed to advertising.
Facebook will be used to make a sponsored page that will appear on the newsfeed
section of the homepage. The page will prompt users to “Like” the page/ad and will
direct them to the Facebook page for Lacey Couture. This will increase brand
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awareness and prompt an action from the audience, which will lead them to more in-
depth information about the brand, thus increasing brand awareness and increasing
on-line sales.
For Pinterest, Lacey Couture will feature all the current jewelry designs and list the price.
Including the price increases “Likes” by an average 36%. (Pinterest.com) This platform
will also allow Lacey Couture to provide company information and the ability to follow the
interest of other consumers that are searching for jewelry.
Continued on next page: Pinterest Example
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The friends and family currently following the Lacey Couture Brand will be engaged
through direct communication via email, in person and through general invites. (Pitre,
2012) In order to attract new followers, Lacey Couture will widen its current network by
reaching out to other models, designers and artist. The brand will also keep the content on
the social media pages new by engaging consumers and posting pictures of events. Care
will be taken to ensure that pictures are properly tagged and captioned so that consumers
can share them more easily.
The effectiveness of this marketing method will be measured by the number of likes the
Facebook page gains, the number of people that click on the Facebook ads, and the
number of pins that Lacey Couture receives on Pinterest. The target is 1,000 Facebook
likes, 1,500 Facebook ad clicks, and 500 pins on Pinterest.
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Email Marketing:
Budget: $610 Hours: 60
QR Code Cards 5hrs/month $7/hour 6months $210 and 30hrs
Cost of cards $60/100 cards 50 cards/mon 6months $180 (Vistaprint.com)
Emails 5hrs/month $7/hour 6months $210 and 30hrs
Estimated number of conversions: 195
QR Code cards: Lacey Couture will host/take part in at least one special event per month during
the campaign. For each of these events, QR code cards will be handed out to the attendees. The
cards will also be handed out on a daily basis as the owner socializes and makes business
connections. 50 cards will be handed out a month, for a total of 3,000 cards. The estimated
number of conversions is 1 per every 20 cards. The total number of conversions for the QR cards
is 150.
Emails: Lacey Couture will send out two emails per month for a total of 12 emails for the
campaign. The emails will have information about the current months special event, sales and
promotions, as well as give the reader information about press releases and upcoming events. As
the campaign progresses, the subscriber list will grow and sales that result from the email list
will increase. There will be an estimated five conversions per month for the first half of the
campaign and 10 conversions per month for the second half. This totals 45 conversions.
Channel Research:
Email marketing will be used to increase brand awareness amongst consumers and
increase jewelry sales. The emails will provide discounts and special deals as well as
reward customers that refer people to the brand.
The email marketing list will be developed by giving consumers the option to join the
list after a purchase, on the website, in person at special functions and on digital ads.
Business cards with the Lacey Couture logo will also have QR codes that will allow
consumers to join the mailing list.
Once a recipient receives the marketing email, they will be prompted to view a
gallery of current jewelry that is available, as well as current discounts. The landing
page will showcase current and past designs and inform the consumers about the
brand. It will show consumers past community events the brand has taken part in and
give them the opportunity to connect with the brand through social media websites.
The content will be tailored, entertaining and non-clutter. This will increase the
effectiveness of the overall strategy. (Rogerson, 2013)
The number of consumers that sign up for the email list will measure the
effectiveness of this marketing method. The target for this channel is 800.
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Below is the template that Lacey Couture will use with all email mailers. Each email will contain
the brand logo at the top, a headline and at least three pictures of new jewelry pieces.
Continued on next page: Email Example
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Below is an example email from Lacey Couture. The email features three of the latest designs as
well as a option to click on the pictures in order to learn more about the pieces and the brand.
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Affiliate Marketing:
Budget: N/A Hours: N/A
This channel will not be used because Lacey Couture Jewelry is handmade by the
designer and not mass produced. The price of the pieces are also set at a affordable
price in order to create a supply and demand ratio designer can maintain. Also,
pieces are already subject to a consignment fee and therefore in order to maintain a
reasonable profit affiliate marketing options are not currently available.
Role of Mobile Marketing and Mobile Integration
Mobile marketing and integration will play a large role in the campaign because all
websites and digital ads will need to be optimized so they can be viewed on mobile
devices. This will help increase brand awareness because more people are using
mobile devices while connecting on social media outlets. This will allow consumers
a convenient way to share information about the brand.
The Lacey Couture website will also have a mobile website, which will automatically
be provided by the website hosting service. This @mobile site will automatically
configure for mobile devices. In order to make sure this formatting is effective,
pictures and videos will be placed in optimal locations and titles and text will be kept
to the point.
Lacey Couture currently has no plans to create a application or mobile property.
Lacey Couture will drive offline visitors by handing out information/business cards
that contain QR codes. The codes will allow consumers to view the entire Lacey
Couture collection and add their email to the mailing list. Once the code is scanned,
people will be directed to a photo gallery that will also include a option to join the
mailing list.
This will support the overall marketing plan because it will increase brand awareness
and sales of jewelry. Being able to view the entire collection of jewelry on their
mobile device will make it easy for consumers to share the photos with family and
friends.
Continued on next page: QR Code Example
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Using MailChimp, the following QR code was created to allow consumers to add their
email to the mailing list.
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4: Campaign Management
Product that the campaign is promoting: One of kind jewelry pieces that are never duplicated
and that are competitively priced with off the shelf costume jewelry. Every piece of jewelry is
also a work of art and can’t be found anywhere else. All pieces are handmade with exceptional
care and quality.
Price per sale: $250
Profit per sale: $100
Campaign Conversion Analysis:
Channel Number of
Conversions
per Channel
Budget for
Channel
(cost)
Cost of a Single
Conversion
(cost/conversions)
Value
(profit) of a
Single
Conversion
Channel Profit
(value of
conversion x
conversions))
Digital
PR
80 $310 $3.87 $100 $8,000
Digital
Display
200 $2,250 $11.25 $100 $20,000
Social
Media
210 $1,770 $8.42 $100 $21,000
Email 195 $610 $3.12 $100 $19,500
Channel Optimization
The KPIs that will first alert Lacey Couture that the campaign is under performing are a low
number of emails on the subscriber list, and a low number of attendees at the monthly special
events.
Performance Improvement
In order to make the social media channel perform better, Lacey Couture needs to increase the
budget and allow for engagement in all major social media sites. This would allow the addition
of Facebook Ads, an Instagram account, and a Twitter account. Since the jewelry is promoted
through pictures, it’s very important to capitalize on all social media elements that share
photographs in real time. This will show the consumer that the brand is extremely active and it
will increase customer engagement.
Social media website analytics will allow Lacey Couture to properly analyze the performance of
these additional marketing tools. A low number of followers on Instagram and Twitter will be
the first indicators of a low performance campaign. Also, a small number of viewer interactions
with the Facebook ads will also indicate a promotion that has not been optimized properly.
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References
Adwords. (2013). [Placement tool for ads] Adwords.google.com. Retrieved on May 31, 2013, f
rom https://adwords.google.com/o/Targeting/Explorer
Alexa. (2013). [Traffic stats and audience demographics]. Etsy.com. Retrieved May 17, 2013, f
rom http://www.alexa.com/siteinfo/etsy.com#
Alexa. (2013). [Traffic stats and audience demographics]. Scoutmob.com. Retrieved May 17,
2013, from http://www.alexa.com/siteinfo/scoutmob.com
Facebook. (2013). [How much it cost to advertise on Facebook] Facebook.com. Retrieved May
30, 2013, from http://www.facebook.com
New Orleans Art Insider. (2013).Insidernola.org. Retrieved May 31, 2013, from
www.insidernola.org
Profile America. (2013). Industry IQ: Key Statistics Market trends and Business Practices.
Retrieved November 6, 2012, from http://www.industryiq.biz
Piire, Andrew. (2012). 25 Clever Ways to Grow Your Email Marketing List. Retrieved
May 31, 2013, from http://www.blog.hubspot.com
Pinterest. (2013). [How to promote your business with Pinterest] Pinterest.com. Retrieved on
May 30, 2013, from http://www.pinterest.com
Pousa’, Maria. (2012, September 28). Women-Retail Study. Retrieved May 15, 2013, from
http://www.slideshare.net/mpousa/women-retailstudy
Rogerson, John. (2013). 6 Tips for Effective Email Marketing. Retrieved May 31, 2013 from
http://www.protomarketing.com
Vista Print. (2013). [Cost to make cards with QR codes] Vistaprint.com. Retrieved on May 31,
2013, from http://www.vistaprint.com
Walker, Dave. (2011). WGNO Lays Off News Anchor Jessica Holly and 7 others, expands
‘News with a Twist’. Retrieved May 31, 2013 from www.nola.com/wgno_layoffs
WGNO. (2013). [News story covering Exagere’ and featuring Lacey Couture Jewelry]
WGNO.com. Retrieved on May 30, 2013, from http://wgno.com/2013/04/12/billboards-
for-art/#axzz2QDDwEWhL
WWL-TV. (2013). [About Us]. 4wwl.minwap.com. Retrieved May 31, 2013, from
http://4wwl.minwap.com
