2. 2
Table of Contents
Executive Summary 03
Overview 04
Social Media Presence 06
Competitive Analysis 07
SWOT Analysis 08
Customer Personas 09
Target Market, Goals &
Strategies 12
Tools & Implementation 13
Monitoring & Measuring 14
Tuning, Budget &
Return on Investment (ROI) 15
Appendix 16
Logo Designs
Branding Survey
Wireframe 19
Website
3. 3
Cracked Egg Photography Studio
EXECUTIVE SUMMARY
I
n May 2016, the Olympic Marketing Research
Group (OMRG) was contracted by Washington
business owner Phil Eggman to help create and
establish a new brand for his fledging photography
and video production business based out of Puyallup,
Wash.
OMRG conducted a competitive analysis for
local businesses to determine saturation within the
geographical location, followed by a strengths, weak-
nesses, opportunities and threat (SWOT) analysis.
Customer personas were also created to target ideal
consumers.
Next, brand names and logos were drafted up
and market research was conducted to determine the
name and logo that best appealed to the customer
base, resulting in the name, “Cracked Egg Photog-
raphy Studio” and “cracked egg” logo design.
A website was created for the new business
and optimized for search engine discovery. Addition-
ally, a Facebook page was created and a Twitter ac-
count established to engage with customers.
This Social Media Marketing Plan was created
to provide a clear strategy to help build strong, per-
sonal connections with existing and future customers
while raising brand awareness, improve website
traffic, increase sales, and build brand affinity.
Egg Photography Studio provides portraiture services for all kinds of occasion and special events.
3
4. 4
This was the question that Phil
Eggman asked Olympic Marketing
Research Group (OMRG) when he
started looking for a place to
establish and grow his new
photography business in the Pacific
Northwest.
OMRG is a leading communications
marketing firm in Olympia, Wash.,
that specializes helping businesses
form relationships with customers
by retooling brands from the
ground up so that companies can
connect with primary customers.
OMRG delivers focuses on strategic
communication so clients so can
optimize their reach to customers
through tailor made business and
communication goals with the
ultimate goal of maximizing
customer engagement through a
variety of touchpoints, platforms,
and mediums.
Www.OMRG.NW.COM
IS THERE ROOM FOR ONE MORE?
OMRG
Cracked Egg Photography Studio is a family run, unin-
corporated business based out of Puyallup, Washington,
providing photography and video production services for indi-
viduals, communities, Native American tribes and other non-
profit organizations in the Pacific Northwest. Primarily, this is a
professional photographic studio. Services provided include
corporate portraits, family portraits, high school senior por-
traits, baby pictures, and multi-generational photography, in-
cluding family events, such as weddings, graduation parties,
anniversaries.
Along with our photography, this business provides
professional video production services. Video today can em-
power outreach and marketing efforts on social media and am-
plify internal training efforts. Cracked Egg aims to help busi-
nesses tell their story in a way that educates, entertains and
engages viewers. Other services provided include image resto-
ration of damaged prints and conversion of both print and/or
negative images to digital.
What makes this business unique is that they also pro-
vide genuine black and white film photography, including pro-
cessing and printing. In fact, this is the only commercial black
and white film laboratory in and around the Southwestern
Washington.
The idea of Cracked Egg Photography Studio was con-
BRIEF OVERVIEW
Family portraiture is a primary focus at Cracked Egg Photography Studio.
5. 5
ceived as a class assignment when the owner was attending
graduate studies through The Edward R. Murrow College of
Communication at Washington State University. Before col-
lege, Phil Eggman served for 27 years as a photojournalist for
the U.S. Navy and then as an information officer for the U.S.
Department of Agriculture. But when the government shut
down over political squabbles, he decided to forge his own
path a create his own business.
OMRG was hired to help create the Cracked Egg Pho-
tography Studio brand and to facilitate brand engagement us-
ing social media after conducting market research through
both a Competitive and SWOT Analysis and the creation of ide-
al customer personas. During the exploratory phase of deci-
sion making regarding the brand name and logo, OMRG con-
ducted an on-line survey of local community residents before
making a final decision on the brand. Various names and
graphics were created for people to consider. A survey was
created to help the photo business understand the wishes and
needs of potential customers who lived within a 50-mile radius
of the community where the business would be based.
OMRG used a probability-based sample of Puyallup res-
idents who lived near the business location. The online survey
was used because this method of research was the fastest and
most cost-efficient way to chose the name and logo of the
business. Cracked Egg Photography Business was the pre-
ferred choice by survey takers for the new name and logo.
Cracked Egg Photography Studio shoots in-house or on the road.
Various designs were created and
considered as OMRG helped to create
a brand for the new photo business. It
wasn't until after market research was
conducted that the Eggman Family
settled on Cracked Egg Photography
Studio to be the name of their brand
moving forward. More information on
the original brand designs can be seen
in the appendix section of this plan
NAME AND LOGO CONCEPTS
BIRTH OF A
LOGO
5
6. 6
Cracked Egg Photography Studio is a new business
with a small following of current clients; thereby, the compa-
ny's social media footprint is extremely small. This will change.
Social media is crucial to the success pf a business.
Gone are the days of push communication, where a
company sends out the message and waits for customers to
come to the door. The advent of the World Wide Web and
engagement media has taken away the monopoly of infor-
mation dissemination and has given the power to the consum-
er for the first time.
A primary goal of this plan is to create touchpoints or
opportunities for customers to interact with Cracked Egg Pho-
tography Studio staff through increased engagement from the
first query to the final delivery of prints. Primary social media
platforms to be used will be Facebook and Twitter (sidebar).
SOCIAL MEDIA PRESENSE
COMPETITIVE ANALYSIS
A competitive analysis was conducted to identify com-
petitors within the geographical area of Puyallup and Graham
in Washington State’s Pierce County where Cracked Egg Pho-
tography Studio would be located. Through the analysis, the
business was able to determine what photography and video
services were being offered and what services were lacking by
area businesses. This allowed OMRG to tailor strategies and
tactics that would underline strengths and identify weakness-
es in comparison to other photography businesses in the area.
The analysis identified four companies that provided
both photography and video services in the geographical area
(see chart on page 7). The analysis identified the additional
value for each business, providing details on what services
were being offered. For example, all companies provided pho-
tographic services, with two identified as providing video. Two
businesses were established while one had little indication of
current activity. No business provided actual film photog-
raphy, which identified an opportunity for a unique service
that can be made available to potential customers.
SOCIAL MEDIA
DEMOGRAPHICS
Source: Data is based off the Pew Research
Center Demographics of Key
Social Networking Platforms study
and information.
6
7. 7
Cracked Egg
Photography
McKenna Video
Services
Johnson Video
Productions
Hitchhiker
Productions
Overview
Husband and wife operation in
Puyallup, WA, that primarily produc-
es full production / post production
corporate or product videos for use
on social media or to present in a
public forum.
Overview
Husband and Wife operation in Puyallup,
WA that primarily provides a variety of still
photo services.
Overview
Leon and Tana Johnson have
been providing quality all-event
videotaping services in Puyallup,
WA for over twenty years.
Overview
Primarily a video productions company.
Have no idea where they located.
Website
ww.olympicvideo.com
Website
www.chrismckennaphoto.com
Website
www.johnsonvideo.com
Website
www.hitchikerproductions.com
Additional Value
We provide basic still portrait
work, either in a studio or in na-
ture. We can come to you or you
can come to us. Our studio work
includes still life product place-
ment. We also provide grant writ-
ing services.
Additional Value
Provides video services in the form of
slide shows (Photos of weddings or
other events to music).
Additional Value
Multi-Camera Video Produc-
tion, film conversion services
(all formats) ; theater Produc-
tions (May require copyright
permission) , Post-Production
Editing,
Additional Value
Specializes in photography; action,
portrait, and wedding photography.
Details
Create, low impact professional
HD videos for social media im-
age. Provide aerial drone photog-
raphy for some sequences. Photo
montage/DVD slide shows or we
can produce corporate videos;
product videos; event videos
(other than weddings). Do not
shoot nudes or Boudoir photog-
raphy. Studio is portable .
Details
Claim to be flexible with situation and
budget. Shoot weddings, engagement,
senior and family portraits, events,
headshots, landscapes. They also pro-
vide nude and boudoir (racy) portrait
work. They can convert photos or nega-
tives or slides to JPG. They can make
photo books, photo albums and provide
other services on request.
Observations – very nice website. Lots
of examples of work. Many certifica-
tions. Years of experience. Active social
media presence. Seems credible.
Younger couple.
Details
Shoot parties, Graduations,
Sporting Event, Guest Speak-
ers, Photo Montages (video) ,
School Programs, Church
Programs Scanning Services,
Piano & Dance Recitals, Wed-
dings and Receptions, funer-
als, memorial services.
Observations: Website is aver-
age. Some examples provided.
25 years in business. Older
couple. They do not provide
still photography or use
drones.
Details
No real detail. Website is basic. No
detail on services. They work out of a
private residence.
Observations: Website feels unused,
out of date. Established in 2010. Tone of
the little text provided is flippant, lacks
credibility.
Photography Rates:
$100 per hour / $25-100 per im-
age. Additional cost for travel.
Video—We charge by using a day
rate of $1,200/day, or sometimes
a half-day rate of $600 – $80
Contract Required.
Cost
Most request quote for job. Prices not
listed.
Cost
Most request quote for job.
Prices not listed.
Cost
Unable to determine. Contact link bro-
ken.
Photography Business Competitive Analysis
7
12. 12
The following social media goals are proposed to helped
Cracked Egg Photography Studio use social media to build
awareness:
Develop relationships with clients through personal cus-
tomer service (turn one-time customers into lifetime cli-
ents).
Increase traffic to the Cracked Egg Photography website
Increase reach on social media by seeking out followers
on Twitter and Facebook.
Make customer engagement a priority
Promote social advocacy on non–political issues that
make sense
Improve and maintain Search Engine Optimization (SEO)
to ensure potential customers can find us on the web.
GOALS
STRATEGIES
TARGET MARKET
Babies, birthdays, recitals, sports
teams, graduations, high school, col-
lege, weddings, holidays, reunions,
anniversaries- all the events of life
that bind families together.
Families
Models
Businesses
Headshots/long shots—modelling
portfolios show more than good
looks. They also demonstrate a mod-
el's ability to portray different char-
acters, age ranges and personality.
Most professionals and businesses
need photography for a variety of
reasons, from the bio portrait to cov-
erage of important events and pro-
motion of services.
The following social media strategies are proposed to helped
Cracked Egg Photography Studio use social media to build
and maintain customer relationships:
Strategy #1 - Use social media to promote the business
through customer engagement by sharing tips, news, pro-
motions and sales.
Strategy #2 - Keep content fresh. Religiously send a mini-
mum of one tweet on Twitter daily, and one post a week
on Facebook.
Strategy #3 - Target the audience. Vary the content for
each social media platform that is appropriate to the de-
mographic.
Strategy #4 - Treat Customers like beloved family. Re-
spond immediately, maintain trust. Build the relationship
and maintain it.
Strategy #5 - Be genuine. Own the fail, acknowledge er-
ror, go above and beyond to make it right.
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13. 13
Website—Outside of direct, face to face interaction, the
website will service as the primary interface with the public,
allowing the business to update clients on offers, products,
promotions, and events, while showcasing the quality of
Cracked Egg imagery, 24-hours-a-day, seven-days-a-week
Social Media—Social media networks provide new opportu-
nities to showcase content and establish brand recognition.
Twitter and Facebook, in combination with YouTube, focus
on Cracked Egg Photography Studio's primary audiences. So-
cial media allows for the continued engagement between
clients and team, maintaining connections that build on posi-
tive experiences that result in brand loyalty and affinity.
Search Engine Optimization—SEO is an affordable invest-
ment that ensures customers will consider Cracked Egg Pho-
tography Studio when they are looking for a high quality
photographer in their area.
Analytics—Allows for the measurement and tracking of re-
sults over time, making it possible to understand customer
needs and the effectiveness of specific marketing campaigns.
This measurement allows for adjustments so customers
needs are being met , which results in the likelihood they will
come back or recommend others for future photographic
needs.
TOOLS IMPLEMENTATION
Cracked Egg Photography seeks to capturing moments to enjoy a lifetime.
FACEBOOK—Don't overwhelm
customers with content (post a minimum
of once a week). Be selective and
appropriate: website links, new products,
service announcements, discounts,
promotions, feature willing client
photography, call to action on boosted
posts, holidays, etc.
TWITTER— Follow Twitter Etiquette,
balance business messages unrelated to
business; how to articles, featured models,
promotions and sales, echo customer
engagement, awards won, etc.
FIRST 10 TWEETS
1. #CrackedEggPhoto Making its Twitter
debut!
2. Big fan of David Lazar's work. Check it
out athttp://
davidlazarphoto.com/ #davidlazarpho
to
3. Looking forward to seeing the rain
stop. Want to get up on
#MountRainier
4. Rule of Thirds is your best friend in
composition. http://
tinyurl.com/6pnm7wf
5. Great article about baby photography
by Annie Tao at Digital Photography
School. Check it out: http://
tinyurl.com/jpcs7m2
6. Film vs Digital- which is better? http://
tinyurl.com/nqkepku
7. Great ideas for senior portraits! Take
a look: http://tinyurl.com/h3upvy8
8. Here is a list of the worlds most
famous travel portrait photographers
on The Culture Trip. http://
tinyurl.com/hnb57lv
9. A good leading line will take your eye
to your subject.http://tinyurl.com/
kkmrmjg
10. The deadline to enter the 10th Annual
Washington State Photographer's
Exhibition is July 30. For info http://
tinyurl.com/ho85fdy
Continued next page
13
14. 14
Continued from page 13
This plan will track Key Performance Indicators (KPI) that fo-
cus on client/customer engagement, message reach, website
inquiry, and new customer growth.
Engagement: The primary KPI is engagement, which
measures the likes, shares, and comments Cracked Egg
Photography Studio receives on Facebook and Twitter
(and YouTube). Engagement helps reach new clients and
build relationships with existing ones, which in turn has
the potential of generating leads to even more clients.
Reach: KPI that measures how many people are seeing
our posts. Did people learn about Cracked Egg Photog-
raphy via the traditional web search or through social
media channels?
Customer Leads: Measure traffic verses query that leads
to potential new customers, resulting in a signed con-
tract.
IMPLEMENTATION
MONITORING
MEASURING
According to Google Research,
"More than a billion users—nearly a
third of all of the people on the in-
ternet—are watching more video
on YouTube than ever: watch time
grew 60% on YouTube between
2014 and 2015."
By the Numbers: (Tubular)
Males aged 18 to 34 are more
interested in gaming and come-
dy (practical jokes especially),
while females in the same age
bracket are more interested in
beauty and music. Let’s take a
look at the most subscribed
channels on YouTube
Video Use
Cracked Egg Photo Studio will pro-
duce videos lasting no more than
two-minutes and post on YouTube a
minimum of two a month and
crossed promoted on Facebook and
Twitter. Videos will include
Photography Tips
Slide Shows to Music
Model Promotions
Featured Wedding Clips
Special Promotions
Aerial Photography
Camera Reviews
Photo Editing Tips
The company social media specialist will actively listen to
each social media platform to gage customer engagement
with the Cracked Egg Photography Studio Brand. .
Utilize Social Media Tools such as Hootsuite to track
brand mentions and interactions on a variety of social
media platforms.
Evaluate data from Google Analytics to track website
traffic and or the number of full views of a Facebook ad-
vertisement.
Monitor engagement with existing customers and re-
spond immediately to posts to complete the cycle and
facilitate the conversations.
Evaluate the effectiveness of advertisements through
Facebook Ads or Google AdWords
Monitor Trends and respond/adjust accordingly.
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15. 15
The business website is the hub that funnels potential clients
towards a potential business relationship that can last a life-
time, which is why, based on what is learned from analytics,
fine tuning affords the opportunity to adjust, tighten, change
data, repair broken links, etc. What data is engaging visi-
tors? What data is not? Do people visit at all? Finding the
answers will have adjust the site to meet the needs of cli-
ents.
Budget Item Daily/hour Annual
Social Media Specialist $15 $39,150
Facebook Ads $5 $1825
Google AdWords $5 $1825
Google Analytics (Free)
Total $130 $42,800
BUDGET
This initial budget is based on paying for the services of a so-
cial media manager, funding and monitoring reach through
social media ads, and social media analytics to a targeted au-
dience in the Tacoma and Olympia Statistical Metropolitan
Area (SMA) with average competition. This budget will be
adjusted up or down depending on the resulting return on
investment (detailed column right).
TUNING RETURN ON
INVESTMENT (RIO)
Return on Investment will be
determined based on the num-
ber of and quality of engagement
on Facebook and Twitter which
resulted in visitors to the busi-
ness website, which in turn re-
sulted, ultimately in sales.
Brand Reach (Facebook fans
plus Twitter Followers)
Advertisement that results in
new visits to website because
of fans and followers
Visitors engage with Cracked
Egg Photography Studio
Initiates Contact for photo
services
Becomes a paying customer,
returning customer, endors-
ing customer.
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Original Branding Survey & Website Design
APPENDIX
Cracked Egg Photography Studio was originally conceived as a graduate student project. The following seven question survey
was conducted to help find a name and logo for the new company.
Option 1. Option 2
Option 2.Option 1. Option 3,
16
