The document outlines a marketing and branding project for Flax Pen to Paper. It discusses clarifying objectives, benefits of digital tools, and implementing and monitoring the strategy. The objectives are to 1) increase client retention, 2) position the business as an authority, and 3) enable easier access to a wider market. Social media platforms would be used for general information, knowledge distribution, client relationships, and engaging the target market in real-time. The process involves clarifying the vision, setting objectives, analyzing data, implementing the strategy, and gathering results to analyze and improve ongoing efforts.

1. Flax Pen to Paper

2. I. Clarify Vision
Pretty Pink Ponies
Marketing/Branding project = increases
client retention, positions business as
authority, enables easier access to wider
market for Flax
Marketing Branding project = experience,
network, best practice knowledge for 3P
Flax Pen to Paper

3. Objectives Setting Meeting (tentative)
Data
Analysis
Team Top 3 Client
commitment marketing feedback
objectives analysis
Timeline &
resources

4. Clarify Objectives (rough draft)
Identify target market
Clarify overall business strategy,
Marketing
values, vision…
Objectives
Identify key differentiating factors vs.
competitors

5. II. Benefits of Digital and Web-enabled Tools
Social Media Platform for General information &
Expansive reach
SM platform for knowledge distribution
& information broadcasting
SM platform for general
client relationship
management
SM platform
real-time
target market
engagement

6. PowerPoint timeline (hypothetical)
Week beginning 25 Aug 1 Sep 8 Sep 15 Sep 22 Sep 29 Sep 6 Oct 13 Oct
H1 results
Prepare research
Review research
Public research
Pre-marketing
Events
Bookbuilding
A)
B)
C)

7. What’s The Story?
What’s the message?
Implementation
Who’s the audience?
of Strategy
What experience would you like the
audience to have?

8. III. Implement. Monitor. Gather Results. Analyze. (repeat…)

9. II. Outline
Social Media Platform for General information &
Expansive reach
SM platform for knowledge distribution
& information broadcasting
SM platform for general
client relationship
management
SM platform
real-time
target market
engagement

10. In other words…

11. In other words…