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My Cozy Room Social Media Marketing Plan in 2016

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This is a campus project by 4 adult students of the Digital Marketing Diploma under the Social Media Marketing Module led by Andrew Chow (CMA Academy)

http://www.cma-academy.edu.sg
http://www.andrewchow.sg
http://www.mycozyroom.com.sg

Published in: Marketing
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My Cozy Room Social Media Marketing Plan in 2016

  1. 1. Social Media Marketing Presentation 8 January 2016 Jason Chen . Maeve Suar . Reecha Kumar . Shaun Wong
  2. 2. Client Profile: My Cozy Room • Founded by Celine Chan in 2010 • Boutique spa offering holistic beauty and spa services • Located in Orchard area, among well-restored pre-war terraced houses • Spa inner complete with unique charismatic Victorian settings • Complimenting service offerings with Germany’s No.1 professional skin care products - BABOR
  3. 3. My Cozy Room: Key Strengths • Non-pushy sales • Personalized consultation and tailored services • Award winning facials and effective acne treatments • Therapeutic massage • Homely and comfy spa environment
  4. 4. Current Situation • Have you heard of MyCozyRoom? • Based on survey conducted with 100 respondents • Customer base developed by ‘word or mouth’ Yes (6%) No (94%)
  5. 5. Current Situation At the time of survey, we have already created the visibility of MyCozyRoom bouqtiue spa to 94 new people!!! 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Range of services Product quality Customized solutions Packages available Price Skills and expertise Service Level Sales approach Customer’s expectation on spa visit Strongly Agree Agree Neutral Disagree Strongly Disagre
  6. 6. Current Online Platform www.mycozyroom.com.sg 21k likes 894 followers #5 in spa and wellness
  7. 7. Web Maturity Analysis
  8. 8. Review of Competitors’ Approach Quality of facial and complimentary products Generic spa services at high prices Lack of consultation and personalization Pushy sales tactics (e.g. package sales)
  9. 9. Objectives  Increase MyCozyRoom brand awareness  Increase awareness on the unique selling points Target audience Female customers
  10. 10. Implementation Strategy: Overview Search Engine Optimization (“SEO”) Proposing relevant keywords 1. 2. Social Media Strategy
  11. 11. SEO: Proposed Keywords MassageSpaSingapore Spa Singapore BestFacialSingapore Acne Treatment Singapore Permanent Acne Removal Singapore Best Acne Treatment Pre-Wedding Treatments BridalFacialPackages Bridal Spa Packages Singapore DaySpainSingapore
  12. 12. Entertainment Social Media Strategy December 2015 Re-post/re-share on social media Blog Motivational Technical Educational Themed based content creation Share on social media January 2016 New Year February 2016 CNY/Valentine’s Day March 2016 April 2016 May 2016 Labour/Mother’s Day June 2016 Hot Summer/Haze
  13. 13. Content Creation: Overview Inspirational quotes, memes Survey with link to MyCozyRoom Founder’s interview Featured staff Microblog on skin care tips, wellness tips, etc. Contest “Life is Beautiful” “Valentine’s Day” “Mother’s Day” Infographics on Babor products
  14. 14. Content Creation: Survey • 10 questions: • Type of spa packages, • Skin issues, • Spa visit expectation, • Brand awareness, • Link to MyCozyRoom website and FB page • Personal details • 100 respondents • Create MyCozyRoom’s awareness among the respondents through the website and FB links
  15. 15. Content Creation: Blog • Written based on an hour face to face interview with Celine Chan, founder of MyCozyRoom • Personal branding for Celine • Portray some of the unique selling points of MyCozyRoom to the reader
  16. 16. Content Creation: Contest • Contest developed based on: • Values and beliefs of the founder – e.g. “Life is beautiful” • Celebrations for the month – e.g. Valentine’s Day • Themes that are related to spas • Create awareness and to engage a wider audience, prize allows winners to enjoy the spa services which may translate into recurring visits and referrals
  17. 17. Content Creation: Infographics • Technical product information “Babor”; to allow potential customers to have a better understanding on the products used by MyCozyRoom • This awareness would help provide assurance to current and potential customers that the product used my MYCozyRoom is of high quality and safe
  18. 18. Content Creation: Quotes • Part of the motivational series, quotes are based on selected themes for the month • To engage current audience, more often than not, we would share some of the motivational quotes on our FB walls • Through sharing and re-sharing, a wider audience would get to know MyCozyRoom
  19. 19. Calendar of Events December 2015 January 2016 February 2016 March 2016 April 2016 May 2016 June 2016 Start New Year CNY Valentine’s Day Labour Day Mother’s Day Hot Summer Haze • Survey • Founder’s blog • Babor product infographics • Contest – “Life is beautiful” • Inspirational quotes – “Beautiful Theme” • Microblog – beautiful tips • Contest – Valentine’s day theme related • Quotes about “love” • Microblog - e.g. “Importance of good skincare regime” • Inspirational quotes • Microblog – e.g. “5 health benefits of spa” • Inspirational quotes • Meme for April fool’s day • Blog: Behind the scene – staff feature • Contest – “Beautiful Mum” • Inspirational quotes related to Mother’s Day • Meme for Labour and Mother’s Day • Microblog – e.g. “Tips to prevent pimples” • Inspirational quotes
  20. 20. Key Performance Indicators (KPIs) 21,954 Likes 894 Followers 30
  21. 21. Roles & Responsibilities Presentation: Shaun and team Strategy/Concept Development Team Content Creation • Blog: Reecha • Quotes: Maeve, Jason • Contest: Reecha • Infographics: Jason Survey Questions: Shaun and Maeve Interview: • Questions development: - Shaun & Maeve • Interview: - Shaun & team
  22. 22. Questions?
  23. 23. Back-up Slides
  24. 24. Survey Results Male 24% Female 76% Gender Profile 6% 25% 18% 24% 10% 2% 3% 1% 2% 21 > Age >= 25 years old 26 > Age >= 30 years old 31 > Age >= 35 years old 36 > Age >= 40 years old 41 > Age >= 45 years old 46 > Age >= 50 years old 51 > Age >= 55 years old > 55 years old <= 21 years old Age Profile
  25. 25. Survey Results Are you currently using any spa services or holding on to any spa packages? Massage 20% Facial 18% Both 15% No 47% <1 month ago 61% 3-6 months ago 33% <1 year ago 4% >1 year ago 2% When was the last time you visit a spa?
  26. 26. Survey Results Are you currently using any spa services or holding on to any spa packages? Massage 20% Facial 18% Both 15% No 47% Budget constraint 24% Time constraint 22% Pushy sales 22% Not able to find effective solutions for skin issues 12% Other 20% Why no?
  27. 27. Survey Results Common skin problems Sun damage 6% Dry Skin 12% Sensitive Skin 12% Oily Skin 13% Blackheads 16% Dullness 16% Acne 6% Other Skin Issues 8% No Skin Issues 11%
  28. 28. Survey Results 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Range of services Product quality Customized solutions Packages available Price Skills and expertise Service Level Sales approach Customer’s expectation on spa visit Strongly Agree Agree Neutral Disagree Strongly Disagre
  29. 29. Have you heard of MyCozyRoom? Yes (6%) No (94%) Yes 93% No 7% Would you be keen to visit a spa that does not hard-sell, with sincere, genuine therapist that listens and cares for each customer’s individual needs? Survey Results

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