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Client Presentation
- 1. Sydney Walsh –Gabrielle Casole – Christin Grulke – Madeleine Throckmorton – Joe Byrd
- 2. Background • Family ownedbusiness dedicated to sending messages of love and encouragement to those in need through quality and environmentally friendly products • Company was founded after the devastating loss of the owner’s daughter, Grace, who never lost her smile, even in the midst of dire circumstances
- 3. Central Core ofDifficulty • Lack of product differentiation in an already saturated market of feel- good products
- 4. Secondary Research We conductedour secondary research as a starting base to determine what we should look for when we conducted our primary research.
- 5. Secondary Research Conclusions •An online presence is essential in order to drive traffic to your website • Social media marketing, email marketing, and content development are great ways to increase your online presence • Search engine optimization is key
- 6. Primary Research We conductedan online survey to establish consumer buying habits, how aware the public was about Panda On!, what products consumers were interested in buying, and what type of media consumers responded most too.
- 7. Primary Research Conclusions •Currently, many consumers in the Greater Savannah area are unaware of what Panda On! Is and what brand stands for • However, those who are aware of the brand link it to positive messages of encouragement
- 8. Primary Research Conclusions •Mugs, t-shirts, and stuffed animals were the most popular condolence gift choices • Most consumers are willing to spend up to $30 on a condolence gift • Social media, websites, and email are the best way to get in contact with consumers
- 9. Primary Research Conclusions •Consumers prefer to have an emotional tie to a brand • American made and environmentally friendly products ranked high with consumers • Knowing that a portion of the proceeds is going to help someone also ranked high
- 10. Situation Analysis To establishhow to proceed from here with our findings, we took a look at the situation as whole to determine our next steps.
- 11. Strengths • Consumers canrelate to your background story • Your brand is strong and consumers recognize it • Founders are passionate, and this is exhibited by the brand
- 12. Weaknesses • Website andsocial media are not easily accessible • Target audience is not aware of the company or its message
- 13. Opportunities • Product expansion •Promotional video to highlight company’s background story and brand • Community events
- 14. Audience Delineation We honedin on a specific set of consumers to better tailor the campaign to your needs so that Panda On! Can continue to grow.
- 15. Target Audiences • PrimaryAudience: Baby Boomers – 40-80 age range • Secondary Audience: Millennials – 18-34 age range
- 16. Why Baby Boomersand Millennials? • Support products that are environmentally conscious and American-made • Support products with a noble cause
- 17. Goal We wanted togenerate increased awareness throughout the local communities through an improved online presence and attendance of more local events.
- 18. Objectives – tobe achieved by January 1, 2018 • To increase sales by 15% • To boost engagement rates on social media by 50% • To boost traffic to the website by 75% • To have at least 20 active followers on the company’s Facebook page • Create an Instagram account with at least 100 active followers
- 19. Strategies & Tactics BabyBoomers
- 20. Strategies & Tactics •Strategy 1 – Emphasize Panda On!’s cause – Social media posts about • Company’s donations • Scholarship • Grace’s story • Strategy 2 – Interact with followers – Encourage followers to • Share their own stories • Tag friends in posts – Host giveaways
- 21. Strategies & Tactics •Strategy 3 – Highlight company’s purpose – Create cohesive web pages • “About” page • Day of Grace page • Scholarship page • Strategy 4 – Special Offers – Email offer – Ad offers – Track analytics to see which methods are successful
- 22. Strategies & Tactics •Strategy 5 – Community Events – Instagram Photobooth – Promote Products • Gift baskets • Promotional Video
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- 24. Strategies & Tactics •Strategy 1 – Generate new leads – Ads • Banner Ads • Paid Search Ads – Email sign up button on website • Email requested information to customers • Strategy 2 – Update social media – Update social media 2-3 times a week – Share background story – Scholarship recipients post
- 25. Strategies & Tactics •Strategy 3 – Increase visibility – Search engine optimization – Link social media to website – Ads on social media to link back to website • Strategy 4 – Follower Interaction – Photo caption contests – Followers submit photos of Pep’s travels with them – Contests – like, share, and tag
- 26. Strategies & Tactics •Strategy 5 – Utilize Instagram – Personalized hashtags - #PepInMyStep – Photos from events – Like and comment on follower’s posts
- 27. Budget Highlights • PromotionalVideo • First Friday fees (for 3 of 12 months) • Facebook Ads • Website Update • Banner Ads • Paid Search Ads • Fliers • Business Cards • Brochures • Bookmarks • Gift Baskets and Supplies • TV’s to play video on at events • Emergency Buffer
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- 29. Media Pieces A sampleof a few of the media pieces we have created for you.
- 30. Website • Easier tonavigate • Portrays brand • Combined Day of Grace page with regular site for easier access
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- 37. Banner Ads • Canpay to have these show up in internet browsers for users who are seeking similar products and services
- 38. Instagram Photo Prop •Prop it up near your event table at community festivals and events and encourage attendees to take photos behind it and tag Panda On!
- 39. Social Media ExamplePosts • Integral part of connecting with your consumers
- 40. Social Media ExamplePosts
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- 42. Post Survey toEvaluate Campaign • Survey questions in Appendix E of your book • How to create a survey via Google Forms in Appendix F • If the campaign is unsuccessful, we recommend that you only continue utilizing the aspects that have helped to grow your business