In my "Marketing in a Digital Age" class, I had the opportunity to work with my peers in creating a digital marketing strategy for a start-up run by fellow UW-Madison students. Over the semester, we conducted an audit of LEEFA's existing online presence, selected a target market, offered three thorough recommendations, and identified several key performance indicators to measure following the implementation of the strategy.
4. LEEFA: Overview
Business Summary:
● Startup company
● Still working on a prototype
● Huge focus on using 100% eco-friendly materials
● Trying to enter highly competitive bathroom products
market
● Building a strong brand focused on sustainability
Revenue Model + Sales Platforms
● $20 for the Starter Pack (LEEFA + 3 interchangeable heads)
● Plan to sell primarily online at first
○ LEEFA website sales
○ Amazon.com
● Long term - entry into brick & mortar retail stores
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6. Digital Marketing Audit
● Current marketing efforts:
○ Still in early startup phase
○ Minimal marketing
○ Website (work in progress)
○ Active social media presence
■ Facebook, Instagram,
Twitter
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7. Place your screenshot here
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Online Presence
Current website is still a work
in progress, but compatible on
mobile + desktop
9. Volume:
● “Loofah” searches
spike in October
● Related searches
like “baby shower”
and “disposable”
Online Listening Analysis
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Valence:
● Organic/natural
materials
● Hygienic concerns
about using loofahs
Intensity / Advocacy:
● Twitter and blogs
Market Research:
● Value durability and
comfort
● Like the idea of
eco-friendly +
recycled materials
● Want to know what
the product is made
of
Customer Language:
● Most consumers
refer to it as “loofah”
● Exfoliation and
comfort are huge
11. 11
SWOT Analysis
Strengths
● Environmentally focused
● Young company, passionate
leadership
● Unique product
Weaknesses
● Minimal marketing efforts
● Still developing prototype
● Lack of funding/no patent
● Non-existent customer base
Opportunities
● Huge potential market
● Plenty of room for major
growth
● Innovative product
Threats
● Very competitive, established
existing market
● Low brand recognition
● Bigger companies may steal their
idea- easy to replicate
12. Target Market
● Millennials
○ Purchasing Motivation:
They value experiences,
shop promiscuously, trust
peer generated
endorsements, and seek
relevancy
○ Buying Concerns: Is the
product eco-friendly?
Importance of social
responsibility
Jenny
Location: United States
Age: 20-40
Interests: Fitness, personal
health, beauty, the environment
Education: College Graduate
Income: $30k - $75k
Relationship Status: Single or
Married
15. Influencer Persona
“Influencers are more
effective if they try to
promote what they’re
passionate about”
Aaron
Niche demographic of followers:
Passionate about: plastic pollution,
nature, sustainability, eco-friendly
materials
Interested in: health & beauty
products, bathroom products
Followers:
Micro: 10,000-50,000
17. 17
Sample Blog Posts:
“10 Bathroom Products That You Didn’t
Know Existed”
“Easy Things You Can Do to Help Save
Marine Life”
“How Did LEEFA Get Started?”
Create a Blog
21. Measurement and Evaluation
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Quantitative:
1. Metrics for keywords
- Clicks, Impressions,
CTR
2. Metrics for blogs -
Views, Page/Session,
Time/Session
3. Engagement with
Instagram Influencers
Qualitative:
1. Comments &
Reviews on blogs
and influencer
content
2. Consistency
between keywords
and user intent
