This document outlines a marketing campaign proposal for Courageous Bakery. The campaign has two sub-campaigns: 1) Strengthen Our Community through social media, hashtag campaigns, community events, and Instagram highlights; and 2) Strengthen the Fight Against Cancer through QR code integration on packaging, bags with stories about donations, and monthly "Cupcake for Courage" flavors where proceeds are donated. The proposal includes details on target audiences, competitors, insights, slogans tested, and an overall budget-friendly approach, aiming to boost brand awareness and donations through low-cost social media strategies and virtual community events.
According to a recent survey of global consumers, 52% of respondents have @ mentioned a brand on social media. 48% of respondents have purchased a product after watching a brand video. And 34% who follow influencers have discovered a new brand from their posts. Today's buying journey is fragmented, and to succeed, brands need a new approach to visual content. In this session, Bill Connolly, head of content at Monotype, will share more insights from the report and discuss digital strategies that can help your team better engage and convert your most loyal customer audiences.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
Using social media for marketing can enable small businesses to reach more customers. It's important to have a strong social media presence to tap into your customers interests. When implemented correctly, marketing with social media can bring your business remarkable success.
This gives a basic overview on how to use social media for marketing. Learn about each platform's key benefits, create a strategy, determine target market, and start connecting & building relationships.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
According to a recent survey of global consumers, 52% of respondents have @ mentioned a brand on social media. 48% of respondents have purchased a product after watching a brand video. And 34% who follow influencers have discovered a new brand from their posts. Today's buying journey is fragmented, and to succeed, brands need a new approach to visual content. In this session, Bill Connolly, head of content at Monotype, will share more insights from the report and discuss digital strategies that can help your team better engage and convert your most loyal customer audiences.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
Using social media for marketing can enable small businesses to reach more customers. It's important to have a strong social media presence to tap into your customers interests. When implemented correctly, marketing with social media can bring your business remarkable success.
This gives a basic overview on how to use social media for marketing. Learn about each platform's key benefits, create a strategy, determine target market, and start connecting & building relationships.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How to Launch an Enterprise-Wide Content StrategyCision
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
- Become effective at content delivery organization-wide by learning the keys to success
- Further content excellence through change management
- Reach the right audience by understanding and collaborating to meet their needs
- Influence audience behavior with creative content that offers a solution
What’s Now, Next and New! John D. Ross Jr. from Pepsico presents Digital Stra...SFIMA
What’s Now, Next and New! John Ross will discuss the evolving digital landscape that depends less on specific types of technology and more on a return to cultural connections through your consumers’ chosen touch points. He’ll share how the Pepsi portfolio of beverage brands employs digital to build brands nationally and at the local level.
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
The Next Big Things in social media for 2015Cult LDN
What are the NBTs for 2015? Here we give our predictions for the coming year in our latest trends presentation.
Cult LDN is an award-winning digital communications agency. We deliver brave and strategic campaigns for our clients which deliver measurable results.
We specialise in; strategy & execution, online talent management, online advertising and trend reporting & training.
www.cultldn.com
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
Pinterest for Business Results Advanced Strategies and Tactics Social Fresh 2016Pam Moore
Pinterest for business results. Provides advanced strategies and tactics to develop a Pinterest strategy, plan to inspire your audiences, increase brand awareness, generate leads and increase sales. Includes strategies to build your online digital platform / website, content marketing strategy, measure results and conversion optimization. Included is visual marketing best practices and loads of industry statistics. These tactics are helpful for large business to small business and entrepreneurs, b2b or b2c.
Social Soup - User Generated Content MasterclassSocial Soup
Social Soup explores the role of user generated content in marketing today. The presentation covers: launch teams scaling advocacy, user generated content and live insights and learnings.
The Past, Present, and Future of Co-CreationChaordix
In this webinar, we explored what Co-Creation is, and how it differs from crowdsourcing and open innovation. We reviewed examples of customer participation from the past and present, like the LEGO Ideas community, and discussed how innovation experts, CX professionals, marketers, & insights specialists can use the power of customer Co-Creation to uncover consumer insights, create content, and bring new products to market.
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
Motivate and Accelerate Lead-to-Revenue Velocity
Interactive content identifies and capitalizes on buyers' points of interest to accelerate demand.
ion interactive co-founder Anna Talerico takes you through ion’s real-world demand generation program that uses interactive content to motivate buyers and shorten their journey from prospect to customer.
- Learn how to use interactive content to align with the buyer's journey.
- Go beyond theory with a peek into our nurture program's real-world examples.
- Today’s buyers are doing their research and evaluating before engaging with sales. We show you how to meet these self-guided buyers at their point of interest with your content.
Learn how to mix interactive and static content into a cohesive program.
According to Content Marketing Institute, 87% of marketers agree that interactive content is more effective than static content at grabbing attention. Learn how to use that in your demand-gen programs.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
What’s Now, Next and New! John D. Ross Jr. from Pepsico presents Digital Stra...SFIMA
What’s Now, Next and New! John Ross will discuss the evolving digital landscape that depends less on specific types of technology and more on a return to cultural connections through your consumers’ chosen touch points. He’ll share how the Pepsi portfolio of beverage brands employs digital to build brands nationally and at the local level.
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
The Next Big Things in social media for 2015Cult LDN
What are the NBTs for 2015? Here we give our predictions for the coming year in our latest trends presentation.
Cult LDN is an award-winning digital communications agency. We deliver brave and strategic campaigns for our clients which deliver measurable results.
We specialise in; strategy & execution, online talent management, online advertising and trend reporting & training.
www.cultldn.com
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
Pinterest for Business Results Advanced Strategies and Tactics Social Fresh 2016Pam Moore
Pinterest for business results. Provides advanced strategies and tactics to develop a Pinterest strategy, plan to inspire your audiences, increase brand awareness, generate leads and increase sales. Includes strategies to build your online digital platform / website, content marketing strategy, measure results and conversion optimization. Included is visual marketing best practices and loads of industry statistics. These tactics are helpful for large business to small business and entrepreneurs, b2b or b2c.
Social Soup - User Generated Content MasterclassSocial Soup
Social Soup explores the role of user generated content in marketing today. The presentation covers: launch teams scaling advocacy, user generated content and live insights and learnings.
The Past, Present, and Future of Co-CreationChaordix
In this webinar, we explored what Co-Creation is, and how it differs from crowdsourcing and open innovation. We reviewed examples of customer participation from the past and present, like the LEGO Ideas community, and discussed how innovation experts, CX professionals, marketers, & insights specialists can use the power of customer Co-Creation to uncover consumer insights, create content, and bring new products to market.
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
Motivate and Accelerate Lead-to-Revenue Velocity
Interactive content identifies and capitalizes on buyers' points of interest to accelerate demand.
ion interactive co-founder Anna Talerico takes you through ion’s real-world demand generation program that uses interactive content to motivate buyers and shorten their journey from prospect to customer.
- Learn how to use interactive content to align with the buyer's journey.
- Go beyond theory with a peek into our nurture program's real-world examples.
- Today’s buyers are doing their research and evaluating before engaging with sales. We show you how to meet these self-guided buyers at their point of interest with your content.
Learn how to mix interactive and static content into a cohesive program.
According to Content Marketing Institute, 87% of marketers agree that interactive content is more effective than static content at grabbing attention. Learn how to use that in your demand-gen programs.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
Similar to Courageous Bakery Advertising Plan (20)
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
10. WHAT IS A BUYER PERSONA?
• Based on target audience
• Consider these your customers
• Think of them when completing all marketing efforts
10
11. 11
TARGET MARKET: BUYER PERSONAS
Mom Mary
• Stay at home mom
• Age: 38
• Looks for places to go with her
kids that they’ll all enjoy
• Lives in Elmhurst, Illinois
• Supports local businesses
• Liberal
• Income: Upper Middle Class
College Connie
• Goes to Elmhurst University
• Eats Breakfast/Lunch out a lot
because she needs to grab bites
between classes
• Always has a coffee before class
• Income: Minimum wage, part
time job on campus
• Chooses places based on
convenience
16. MISSION
STATEMENT
"Courageous Bakery aims to bring
both high quality treats as well as a
purpose to their business. With every
purchase a portion of proceeds are
donated to cancer awareness
and research. Courageous hopes that
together we can find strength in every
bite."
16
18. CONSUMER
INSIGHTS
"Customer insights are interpretations of
quantitative and qualitative data gathered
from customer feedback and other
informational sources, which are then
compiled and analyzed to inform business
decisions. The goal is to identify behavioral
trends to improve the effectiveness of
marketing, sales, and service initiatives."
18
19. RESEARCH
METHODS
19
Qualitative: Conducted brief interviews
that guided us to insight statements
that we produced collaboratively as a
team
Quantitative: Conducted a survey to
identify which statements resonate
most with consumers. Based on
preferred statements matched to
brand equities we developed potential
slogans, and put those into research.
20. QUALITATIVE
20
Question: Do you care if a
business has a background story,
does that matter to you?
Question: Describe memorable
packaging from a business you
recently visited.
26. EQUITIES PAIRED WITH LEADING
INSIGHTS
Charitable Quality Food Truck
Local
Engagement
Values
Employees
I appreciate when I feel
valued as a customer
I tend to visit places
multiple times
I appreciate detail in
delivery when ordering
I care about what a
brand stands for
I prefer supporting small
businesses over chains
I care about what a
brand stands for
I care about what a
brand stands for
I value businesses who
utilize eco-friendly
packaging
I prefer supporting small
businesses over chains
I support
businesses whose
values align with
mine
26
27. MEDIA PREFERENCES
Individuals tend to spend more time on social platforms between the hours of 4pm and 10pm
Individuals tend to check their emails more often between the hours of 8am and 6pm
Individuals tend to not spend much time on social platforms or check emails between 12am and 8 am
Red areas indicate areas of the lowest engagement 27
34. SOCIAL
MEDIA
MARKETING
Is versatile, cost-effective, and powerful
Helps reach target market
Increases the brand recognition
Boosts traffic to your website
Improves search engine rankings
Budget: can range from $0 to $350
Focus: Instagram, and Facebook
34
35. SOCIAL MEDIA INSIGHTS
35
https://sproutsocial.com/insights/instagram-stats/
https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/
Reach
• Instagram: has more than 800
million active users
• Facebook: has 2.2 billion monthly
active users
Engagement
• Instagram: users share more than
95 million photos and videos
• Facebook: has the second highest
audience engagement rate among
all social media networks
Demographic
• Instagram: there are more female
users than male, most popular
among young adults ages 18-29
• Facebook: popular among adults
(72% use this platform), more
popular with women than men,
is effective for reaching internet
users across all age groups
36. SOCIAL MEDIA POSTS
• Show the post to get a certain percentage off
purchase
• Can be done during slow months to boost sales
• Customers can also take pictures, post them, and
tag courageous bakery for a certain percentage off
on their next visit
• Will generate traffic on social media, website, and
in-store
• Consumer generated content
• Help create and strengthen community
36
37. INTEGRATION OF HASHTAGS
37
Makes your social media posts more discoverable
Incorporating trending and relevant hashtags can expand your reach
A post with a hashtag averages 12.6% more engagement
Users ages 11 to 40 are the most likely to use hashtags
Ages 11 to 20 represent the highest density
38. HASHTAG IDEAS
38
Have specific community
#ElmhurstStrong
#OakParkStrong
Will help strengthen each separately to make a
stronger whole
Have a personal hashtag
#StrengthInEveryBite
#CourageousBakery
Will help company posts be linked together and
be more discoverable
39. HOW TO GAIN MORE MEDIA FOLLOWERS
FOR EFFECTIVE SOCIAL MEDIA ADVERTISING
39
Keep a
consistent
content
calendar
01
Schedule
posts in
advance
02
Showcase
profile
everywhere
03
Use
hashtags
04
Make the
most of
your bio
05
Be
interactive
06
Get
descriptive
with
captions
07
Get local
08
Use your
analytics
09
Cross post
10
41. EVENT MARKETING
"A communication tool whose purpose is to
disseminate a company’s marketing
messages by involving the target groups in
experiential activity” (Drenger)
• Perceived as having a close affinity to
community services
• Creates rich consumer experience
• Message persists after the event is over
Tafesse, W. (2016) ‘Conceptualization of Brand Experience in an Event Marketing Context’, Journal
of Promotion Management, 22(1), pp. 34–48. doi: 10.1080/10496491.2015.1107007. 41
42. EVENT PROMOTION
• Pre-Event: Promote on Instagram and Facebook
• #strengthineverybite
• Use Consumer Generated Content After the Event
https://blog.hubspot.com/marketing/best-experiential-marketing-campaigns
42
"When you consider that 49% of folks
create mobile video at branded events it
makes sense to incorporate a digital
element. A branded hashtag, for example,
can get people talking about the
experience." (Hubspot)
43. THE EVENTS
• Kickoff event at Wilder Park in Elmhurst and Scoville Park in Oak Park(March)
• Another branded event in August targeted at Elmhurst University students
• Plinko game for discounts (using fake cookies or donuts as the plinko balls)
• Free t-shirts to the first 25 customers
• Encourage Social Media users to post with the hashtag #strengthineverybite
• If you post you get a free mini cupcake 43
44. EVENT AESTHETIC
• Event should be branded
• Branded t-shirts to give away – First 25
customers
• Branded packaging
• Free pins
• 5 most liked posts get a free mug and t-shirt
44
47. QR CODE INTEGRATION
• Statistics show a projection that 11 million U.S. households will scan a
QR code in 2020
• According to the most recent data available, the 24-54 age group has
the most interaction with QR codes with the 34-44 bracket representing
the most users at 27%
• Product packaging to access more information (83% worldwide growth
since 2018 with 8% annual growth in smart packaging going forward)
• QR generators can be found online for FREE
47
48. QR CODE: COURAGEOUS BAKERY
48
Mobile
Ordering
Menu
Our Story
Our Contribution to
Cancer Research
• Continual updated
donated amounts
• Personal stories
50. WHY STORY TELLING IS IMPORTANT
• "Communicating your brands values in a meaningful way directly
impacts consumer behavior."
• "According to Headstream, 55% of people consider buying from a
brand if they love their brand story."
• "44% will share that particular story and 15% will buy the product
immediately."
https://marketing.sfgate.com/blog/why-is-brand-storytelling-
important#:~:text=Stories%20humanize%20your%20brand&text=Express%20your%20brand's%2
0journey%2C%20and,develop%20trust%20in%20your%20brand.
50
51. BAGS WITH A STORY
https://core.ac.uk/download/pdf/161424094.pdf 51
• Combination of written
stories and visuals
to catch the attention
of consumers
What is the story
• On packaging, ex. To
go boxes, bags,
and wrappers
Context
• Stand out from
the crowd
• Create a connection
with customers
Reason why storytelling
is the way to go
54. CUPCAKE FOR
COURAGE
54
71% of Millennials said they would pay more for
a product if they know some of the proceeds go
to a charity
76% of young people said they have purchased
(53%) or would consider purchasing (23%) a
brand or product to show support for the issue
the brand supported
58. BUDGET
https://www.pdop.org/rentals-permits/special-events/ , https://www.epd.org/picnics-permits, https://www.4allpromos.com/product/5-x-10-white-prescription-
bag , https://www.customink.com/products/t-shirts/short-sleeve-t-shirts/hanes-authentic-t-shirt/116200?min_qty%5B%5D=1 https://www.stickermule.com/products/2-25-inch-
round-
buttons?stable=1&utm_source=google&utm_medium=cpc&utm_campaign=surfaces_across_google&utm_source=google&utm_medium=cpc&src=GSHP&cid=1603135437&g
clid=Cj0KCQiA8dH-BRD_ARIsAC24umZ8DV7SU25TQ608GYuXKiKCA2xgraH90CArw6KiBrXF4DgnfejWMDUaAnowEALw_wcB https://www.discountmugs.com/product/7102-11-
oz.-traditional-personalized-ceramic-coffee-mugs/
58
( ex. For bags with a story)
59. SUMMARY
• Strength in Every bite
• Strengthen our community
• Social media marketing
• Social media posts
• Hashtags
• Community Events
• Strengthen the fight against cancer
• QR Codes
• Bags with a story
• Cupcakes with a cause
59
60. LIMITATIONS
• Budget
• Remained budget friendly
• Social media marketing entirely free
• COVID-19
• Hold events via social media platforms
• Connect with audience online
60
With two target markets being identified though our discussion at the beginning of the semester we decided to curate buyer personas to allow you to envision our proposed campaign though their eyes. The two personas include Mom Mary and College Connie... READ THE SLIDE. By keeping these two quote on quote consumers in mind while making business decisions it can guide you to see if the decision is truly what is best for the business
As mentioned in our meeting at the beginning of the semester Fair Grounds Coffee and Tea is the main competitor in the Oak Park area. When looking as them for competition they do have a mobile app as well as more complex drink options for consumers such as different grades of matcha, flights of coffee tea and kombutcha, and a variety of food from tradtitional breakfast to shawarma. This location seems to be targeting the younger demographic a little more cosidering the trends they are following wihtin their offerings.
Other compeitiors we have identified are those in the Elmhurst area, while they include Stray Hen, Kilwins, Brewpoint, and on campus options such as the starbucks on campus as well as the caferteria and the roost we have identified the Stray Hena and Brewpoint your main competition. Not only are these locations geographically close to your store front they provide similar offerings to consumers. ADD
Reword Quantitative: Conducted a survey to identify which statements resonate most with consumers. Based on preferred statements matched to brand equities we developed potential slogans, and put those into research.
Research 1
Research 2... follow along
After conducting our first qualitative survey to reach top insight statements we had ended up with the following survey reach. There were 181 total participants, 34% were over the age of 50, coming in at a close second with an age range of 21-23 at 31%, 81% were female, 51% lived in a household of 3-4 people, and 15% had an income under $10,000
As you can see from our results the majority of the 181 respondents reported an income of under $10,000. This is important to note since this is not a reported disposable income but rather the income that they use to cover all of their annual expenses. These individuals are those that would be purchasing items such as those that Courageous Bakery offers while keeping in mind things like budgets. Budget friendly options and advertising is extremely helpful for business when being located in college areas. It is reported that 34% of college students find it hard to afford food, this makes decisions on how to spend money when eating out that much more important.
https://admissionsly.com/college-student-spending-statistics/
How has the pandemic changed your expectation on restaurant service and delivery
91 responses
This was an idea that our group came up with that could help your business in both sales and customer relations. For the to go bags it would be a combination of a written story and maybe some visuals. So why should you do storytelling on the packaging, 1 is that you will stand out from the crowd, and that you are not just any ordinary bakery showing how you are different from the competitors. This will also help create a connection with customers and get people talking about your business.
Cap cupcakes at 50/month
A Gantt chart is meant to visualize your campaign in order to keep you aware of what is happening when and allows you to best prepare for what you need to do and know. Branded hashtags should not be used until after the community event, which would be the kickoff even. Since this is the place you will start using the hashtags it should not be used or advertised until after this has happened. As you can see there are gaps for cupcakes with a cause, these months do not have a specific cancer awareness associated with them. It would be an in house decision to have new causes these months
For the Budget we set it up for what you would spend for the month for the plinko board the permits for when you host events at a park in Elmhurst and Oak Park and the cost for the bags with a story. For the plinko board this was the prices I found for the average board the higher quality ones were around $100. Next is the permits for parks, the $72 is the price if you are a resident and the $94 is if you are a non resident. Theses prices are based on if you host the event on a saturday or sunday. For Oak Park $25 is for resident and $50 is for non resident and this would be the price for the application fee. The permit fee is up to "$150/ day based on attendance & event activities; additional costs may be incurred for services such as garbage pick-up, electricity or water usage, stage or equipment usage, requests for services beyond normal operating schedule, or for events that are commercial in nature." The bags with a story price is based on 3000 bags for .24 cents plus the setup fee which is $60 would total to $780, and similar to if you get 1000 or 5000 bags it just depends on how many you would need per month. For the T- Shirts its $10.40 each for 55 t-shirts which totals to $572 and if you order more or a higher quantity the price of each shirt would be lower. For the pins it would be 100 pins for $56. For the mugs it this would be 20 mugs for $2.05 each plus a $25 set up fee, plus $30 for shipping/ delivery which would total to $96. Adding the highest numbers together the totla would be just under $2000. If you ordered a higher quatity than the price per each item would be lower for most of the products like the bags, t-shirts, pins and mugs. Also Jenna mentioned to me that there is a button maker at the Elmhurst public library and makes simple buttons for .25 cents each just to keep in mind.