9 Assignment: Activities 1-3 Barbara Tatum Full Sail University Principles of Digital March 10, 2019 Activity 1 The target brand I will be targeting the independent film studio digital market plan in my activities for this assignment. M choice is based on the fact that I am interested in the digital marketing and various operations that are undertaken by such businesses. Hence, I believe that I can explore various issues such as opportunities, threats, and strengths upon evaluating the independent film studio. The target audience for my brand comprise of both male and female with all scope of ages. However, basically, young people between 18 and 35 years of age shall take over 70% of the total market. I intend to establish a great vision and mission that will possibly guide how the business will be operated. Hence, my vision will be, ‘to provide a customer-service oriented’ film studio platform serving customers across various divides. On the other hand, the independent film studio’s mission will be, ‘striving to offer, positive, professional, and efficient film services across targeting customers from all corners of the country. ’ The following table will guide the clients’ marketing personal values and the brand value: People – (marketing personnel values) Brand – (Family Friendly, Value) Positivity Professionalism Efficiency Customer Service Orienteers Trustworthiness Reliability Value Quality Also, table 1 above shows the characteristics of the target customers for the independent film studio. These characteristics are split into two main categories, the people features and the brand features. What the brand holds are intended to attract many audiences based on the brand’s vision and mission mentioned above. Activity 2 Analysis of Porters’ five forces Both microeconomic and macroeconomic factors need to be evaluated to understand the possible forces that are likely to have an impact on the independent film studio brand. The former analyses the forces that the studio will be in a position to address while the latter comprise of forces that are beyond the control of the studio. The analysis of the macroeconomic environment for the brand The analysis of the external environment for the independent film studio involves evaluating the competitive rivalry, the bargaining power of the customers, the bargaining power of the suppliers, the threats of the new entrants, and the threat of substitute product. Table 2 shows how these factors are likely to impact the brand: Table 2: how external factors are likely to impact the brand Force What is happening pertaining the force Pressure Impact The competitive rivalry There is no expected competitor soon for the brand Low Continuity for high market share Bargaining power of customers The independent film studio is the major brand in the region making experience less bargaining power of the customers. low Likelihood of being in control of the costs of the services that it o.

1. 9
Assignment: Activities 1-3
Barbara Tatum
Full Sail University
Principles of Digital
March 10, 2019
Activity 1
The target brand
I will be targeting the independent film studio digital market
plan in my activities for this assignment. M choice is based on
the fact that I am interested in the digital marketing and various
operations that are undertaken by such businesses. Hence, I
believe that I can explore various issues such as opportunities,
threats, and strengths upon evaluating the independent film
studio.
The target audience for my brand comprise of both male and
female with all scope of ages. However, basically, young people
between 18 and 35 years of age shall take over 70% of the total
market. I intend to establish a great vision and mission that will
possibly guide how the business will be operated. Hence, my
vision will be, ‘to provide a customer-service oriented’ film
studio platform serving customers across various divides. On
the other hand, the independent film studio’s mission will be,
‘striving to offer, positive, professional, and efficient film
services across targeting customers from all corners of the
country. ’ The following table will guide the clients’ marketing
personal values and the brand value:

2. People – (marketing personnel values)
Brand – (Family Friendly, Value)
Positivity
Professionalism
Efficiency
Customer Service Orienteers
Trustworthiness
Reliability
Value
Quality
Also, table 1 above shows the characteristics of the target
customers for the independent film studio. These characteristics
are split into two main categories, the people features and the
brand features. What the brand holds are intended to attract
many audiences based on the brand’s vision and mission
mentioned above.
Activity 2
Analysis of Porters’ five forces
Both microeconomic and macroeconomic factors need to be
evaluated to understand the possible forces that are likely to
have an impact on the independent film studio brand. The
former analyses the forces that the studio will be in a position
to address while the latter comprise of forces that are beyond
the control of the studio.
The analysis of the macroeconomic environment for the brand
The analysis of the external environment for the independent
film studio involves evaluating the competitive rivalry, the
bargaining power of the customers, the bargaining power of the
suppliers, the threats of the new entrants, and the threat of
substitute product. Table 2 shows how these factors are likely to
impact the brand:
Table 2: how external factors are likely to impact the brand
Force

3. What is happening pertaining the force
Pressure
Impact
The competitive rivalry
There is no expected competitor soon for the brand
Low
Continuity for high market share
Bargaining power of customers
The independent film studio is the major brand in the region
making experience less bargaining power of the customers.
low
Likelihood of being in control of the costs of the services that it
offers.
Bargaining power of suppliers
Suppliers will have a high bargaining power since they will
exercise monopoly of goods and services that it will send to the
studio.
High pressure
Having the products of raw materials higher than the expected.
Threat of new entrants
There is threat of new entrants since the brand will be gaining
high market share due to initially lacking competitors.
High pressure
Likelihood to lessen the market share after sometimes and lack
control over the services that the studio will be offering.
Threat of substitute products
There is no threat of substitute since the services are rigidly
offered as film services.
Low pressure.
Increasing the likelihood for the increase market share since
even if the new entrants will be there, there will be less
likelihood of introducing different services making the
independent film studio to continue retaining its market.
The analysis of the external factors shows that the independent
film studio is in a better position in the market despite the

4. likelihood for new entrants. Also, being the renowned brand,
this studio will continue building its brand while engaging the
current and potential customer before the new ones enter the
market. The studio will also take control of the prices of goods
and services since there will be no likelihood of having
substitute services even from the new entrants.
The analysis of the microeconomic environment for the brand
Table 3 below shows the analysis of the internal forces that are
likely to affect the independent film studio.
Table 3: how internal factors are likely to impact the brand
Internal factor
What is happening
Impact
Term
Option used to move forward
Economic
We are a startup so we work only on small budgets
We need to be strategic on where we spend our cash
Both Short and long term
Investigate media opportunities that are best value for us.
Families are strained financially.
We provide a service where shoppers can buy and sell product
to us. Saving them cash
Long term
Communicate our Buy, Sell and Repeat model.
Environment
We are a sale store ultimately using new film products. We can
only reuse the memory spaces available after cleaning it.
Good for environment.
Long term

5. Communicate buy and sell the products.
Political
We keep our eyes on tax policies and current events.
Have to understand how political changes affect our sales and
marketing tactics.
Long term
Monitoring the activities
How do tax policies, wages affect our business.
Tax and wages effect earning and our marketing budget.
Short and long term
Stay tuned to activity
Legal
No major legal issues at the moment
None
Long term
Monitor activity
Ethical
We have a commitment to our customers to be transparent with
our policies.
Communicate policies for both buying and selling. Continue to
add value to our shoppers.
Long term
Continue to add value and communicate our company
proposition.

6. Activity 3
The current target markets
The independent film studio targets both male and female
cutting across different ages. However, over 70% of the target
market will comprise of youth aged between 18 and 35 years old
as shown in table 4:
Age (years)
(%) target audience
0-15
0
15-18
10
18-35
70
35 and above
20
The customer touch points for the independent film studio
Touch Point
Department
Does it meet their expectation/need?
Competitive Edge
Website
Marketing
Make sure to keep up to date with sales and events.
Keep imagery fresh and appropriate for season.
Use as an educational piece.
Could integrate more video.
Integrate more product and instore imagery.
Facebook

7. Marketing
A lot of good product placement
Schedule of events and sales communicated.
Could be more interactive.
Stay on top of postings.
Use more video.
Instagram
Marketing
A lot of good product placement.
Could be more glamour shots.
Could be more interactive.
Good product quality.
Competition
Understanding your competition and what they’re good at will
help you develop a marketing plan which will add more value
than your rivals. You may have an information system in place
which holds this, or indeed you may conduct a full competitor
analysis in your audit – but it’s still worth adding at least your
main competitor’s profile in here.
Who are they?
Brand
Marketing Mix
Potential competitive advantage on us
Twice Trendy Tots
Twice Trendy Tots-Founded 5 years ago.
Twice Trendy Tots has similar resale model. Some of our

8. shoppers also shop there.
Product- Resale clothing, toys and equipment.
Price- Similar price points as ours. They pay less on most of
the products they buy from public.
Placement- Don’t spend much money or time promoting on
social media. Mostly just do Broadcast Radio.
Promotion- They do a few sales a year but nothing large in
terms of scale. Seasonal promotions mostly.
They offer some other used goods such as hats and mittens. We
don’t offer nor do we plan to. For sanitary purposes.
They have a two year start on use in terms of marketplace so
they have 6,000 Likes to our nearly 3,000 on Facebook.
The owner also owns the building they are in so they have lower
operating cost.
Major Retailers.
Major retailers- Gymboree, Carters, Target, Wal-Mart, Macys,
etc..
Major retailers can offer big sales and incentives. They also
drive our stores.
Product- New goods, varying price points and quality.
Price- Generally cost more than our products. Unless there’s a
large clearance sale.
Placement- Spending on digital and social platforms, tv, radio.
Large budgets.
Promotion- Seasonal sales, black Friday, back to school.
Rewards systems as well.
Larger budgets and brand recognition.

9. Consumers still think of new retail as being better than used
resale goods.
Don’t have to educate the shopper as much.
3rd competitor
Now that you’re clear on your current situation, you’re in a
position to define your short, medium and long term objectives.
I would like to see 1-3 years and 3-5 years as a long term
approach. It’s recommended that you use the SMART
framework when setting your objectives, so that each one is:
· Specific
· Measurable
· Achievable
· Realistic
· Time boundShort Term (1 – 3 years)

10. Tactic
Objective
Strategy
Organizational 2017-2019
(Over 3 years)
1. Increase sales by 30% each year.
2. Increase the average transaction price from $40-$52
3. Gain 20% more rewards members year over year.
1. Increase in store visits from shoppers. The more they
frequent our store the more the purchase.
2. Increase special events and community fundraising events.
Marketing 2017-2019
(Over 3 years)
1. Decrease brand awareness campaigns.
2. Go from 3,000 to 3,900 Facebook like 17’-18. 18’-19’ go to
4,500 likes.
3. Grow e-mail constant contact database.
1. Limit brand awareness campaigns by end of 2017. Focus on
more direct response.
2. Increase paid media spend on FB and attempt more viral
postings. Also use diverse digital and print publications to gain
new followers.
3. Ask more instore visitors to join e-club, use incentives to
join.
Marketing Mix Objective Strategy
Product- Once Upon a Child Childrens Resale.
1. Sales increase of 30% year over year.
1. Increase traffic driving special events through promoting on
social media channels.
Place- In store. Traverse City, MI
1. Generate awareness of the events.

11. 1. Use FB to market the event. Create a text message blast to
members. Send email to CRM database announcing events.
Price
1. Objective
1. Strategy 1 for objective 1
Promotion- Bring a Friend event.
1. New Customers- Shoppers who have a friend that have never
been to our store bring them and each person receives 40% off
their entire purchase.
1. Run a gift card promo on FB. Post lots of pics and videos of
great products available at the event. Use paid advertising on
FB and Pandora to boost event.
People- Existing and New Customers. Targeting mothers and
friends of current customers.
1. Gain new shoppers through friend referalls. Both new and
existing customers are rewarded!
1. Get friends to tag and share our post, tag friends who you
want to come to the event.
The finer details of your strategy should go in here – this could
include breaking down each strategic line above, for example
raising brand awareness through online, social and mobile
advertising. Please include more collums and rows as need be
mine is just a sample to get you started.Resources
Detailing the resources you require to deliver your plan will
help you identify areas for internal or external recruitment. You
can detail each resource here and the role they will play in
delivering your plan.
Title

12. Occupant
Responsibilities
Marketing Manager
Can work remotely, but needs access to new product imagery
and instore photos/video.
-Planning/Strategy/Tactical
- creative ideas, media buying, pr.
Social Media Assistant
Works in store
Supplying photos, product details, and more real-time
information
Store Manager
Works in store
Responds to messages and inquires on specific products.
Budget
Once you understand the tactical elements of your plan you can
put together the budget you require to deliver it.
Annual costs
Annum
Quarter
Month
Google adwords (PPC)
$12,000
$3,000
$1,000
Facebook Ads
$10,000
$2,500
$833
Sub Total

13. One Off
UpNorth Live- sponsorship
$1,550
Womans Magazine- Newsletter
$1,000
Sub Total
Grand Total