This document provides a campaign plan for Everkin, a phone case and tech accessories company, for their Fall 2019 campaign titled "Made For Everyone." The campaign aims to increase brand awareness and sales by appealing to a broader audience and establishing Everkin as a more gender-neutral brand. Key elements of the plan include situational and market analyses, target audiences of 18-31 and 32-45 year olds, communication objectives of increasing social media engagement and awareness, and tactics such as social media posts, influencer marketing, and search engine optimization.

1. E
A
Fall 2019 Campaign

2. TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
SITUATION ANALYSIS 4
SWOT ANALYSIS 18
TARGET AUDIENCE 20
CAMPAIGN OBJECTIVES 24
CAMPAIGN STRATEGIES & TACTICS 26
SOCIAL MEDIA 47
MEDIA SCHEDULE 48
MEDIA MIX & FLOWCHART 49
CAMPAIGN BUDGET 50
EVALUATION 51
WORKS CITED 52
EDWARDS & ASSOCIATES 53

3. 3
Client: Everkin
Budget: $5,000-$25,000
Campaign Duration: Sept. 9, 2019 to Dec. 31, 2019
Target Audience
Everkin seeks to reach a wide audience with its products. This audience ranges in age from 18 to 45 years old.
In order to make tactics more strategic and impactful, the Everkin target audience is split into two subgroups.
The primary audience consists of 18 to 31-year-old men and women, and the secondary audience is made up
of 32 to 45-year-old men and women.
Communication Objective
The campaign “Made For Everyone” assists Everkin in expanding its market reach. “Made For Everyone”
works to celebrate individuality and establish the company as a more gender-neutral tech accessories brand.
The communication objective strives to create a cohesive brand message across Everkin’s social media that
not only increases awareness of the campaign, but the brand itself.
Media Objectives
“Made For Everyone” is primarily conducted through digital media. The campaign timeline aligns with major
holidays and the Major League Baseball (MLB) season, specifically the 2019 World Series. Relevant content
pertaining to these two categories is posted to reiterate the theme of the campaign. The implementation of
search engine optimization (SEO) is used to supplement awareness of Everkin’s brand and to prioritize it
among competitors’ websites. Keywords are strategically chosen based on the campaign, company specifics
and timely words for the holiday season.
Marketing Objectives
The marketing objectives for this campaign seek to increase Everkin’s sales through the use of both traditional
and digital media. During the holiday shopping season, Black Friday and Cyber Monday offers are promoted
across social media platforms. By sending media kits to popular wholesale stores, Everkin is gaining important
partnerships to continue building its brand. The Everkin website is redesigned to reflect gender inclusivity and
present a user-friendly layout.
Male Objective
In order to appeal to a broader audience, neutral case designs are promoted throughout the campaign. By
incorporating more males in social media posts and on the website, “Made For Everyone” seeks to increase
the number of male consumers.
MLB Objectives
The campaign specifically promotes the MLB line through the creation of social media content. The World
Series is a key part of the campaign, as it takes place during the month of October. Influencers are utilized to
promote the MLB line through public relations packages.
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY

4. SITUATION ANALYSIS

5. 5COMPANY ANALYSIS
THE START
Everkin,acontemporaryphonecaseandtechaccessorycompany,
emerged in April 2018 with two co-workers and a creative vision.
Founders Charlotte Hennington and Skyler Milligan-LeCroy
left their previous jobs and set out to create a brand and business
that appealed to the modern consumer—a consumer that values
stylish yet functional cellphone accessories.
THE TEAM
Headquartered in Los Angeles, Everkin is comprised of CEO
Charlotte Hennington, Chief Operating Officer Skyler Milligan-
LeCroy and a team of creatives to help bring their ideas to life
and create tech accessories that fit each consumer’s specific
style. The Everkin team exudes their tagline, “Treat Your
Phone Like Family,” by making it their goal to combine their
familial relationship with the undeniable relationship with one’s
cellphone (1).
THE STORY
Everkin can attribute its startup success to the company saving,
brand-boosting television show CNBC’s “The Profit.” Marcus
Lemonis, prosperous businessman and host of the show, imparted
his industry expertise and funding to the Everkin brand. Lemonis
also assisted in the conception of the T-Mobile partnership by
helping Everkin place its accessories in several brick and mortar
stores across the country. His financial support has led Everkin
to expand into the MLB and Marvel marketplaces, creating
numerous opportunities to expand the company’s target market
even further (2).
The opportunities for Everkin to continue to grow are
immeasurable. Implementing a campaign through the fall and
around the holiday season will work to increase Everkin’s brand
awareness and accessory sales.
COMPANY ANALYSIS

6. 6
CONSUMER
ANALYSIS
T
he current market for
smartphones is at an all-time
high in the United States.
Millions of Americans own handheld
technology, such as iPhones and
Androids, placing them in the tech
accessorymarketplace(3).Figuringout
which aspects of phone cases are most
important to each specific age group is
vital to the effectiveness and efficiency
of the four-month campaign. The
primary audience of the campaign
was chosen based on the survey and
focus group respondents. Forty-five
percent of survey respondents and all
focus group participants make up the
primary audience age range. Seven
percent of the survey respondents and
over half of the in-depth interview
respondents form the secondary
audience.
not currently a substantial part of
the population but requires specific
understanding to meet the needs of
those categorized as such. According
to a June 2018 Mintel report, the
members of this demographic are
quickly approaching their prime
earning and spending years, and
may eventually replace millennials
as influential trendsetters. Although
they are the older portion of Gen
Z, financial independence is still a
primary issue. Many young adults
still depend on the support of their
parents and live through early
adulthood as extended adolescence.
Gen Z relies on peer influence and
word of mouth to make purchase
decisions. Additionally, because
of limited spending power, they
value brand familiarity and feel less
motivated to take risks with emerging
brands. Their heavy involvement in
technology and social media makes
them passionate and engaged in their
respective hobbies and interests but
also skeptical of the world at their
fingertips (4).
Young millennials are young
adults born between 1988 and 1997.
According to a June 2018 Mintel
report, this group makes up about a
quarter of the population, currently
Primary Audience
The primary audience is comprised
of two major age demographics. Each
has distinctive characteristics based on
the age categories that influence the
way they are targeted. Throughout the
campaign, these groups are collectively
referred to as the “primary audience.”
Gen Z is made up of those who
are currently 18 to 22 years old. Also
known as the iGeneration, Gen Z is
72%
of consumers report that
they never go without a
phone case72%

7. 7
making it the largest generational
group in the U.S. The popularity of
several trends can be attributed to
this age group, including the desire
to stand out and emphasize personal
experience. A key factor to consider in
this age bracket is whether or not the
young millennial has started a family.
Young millennials who have children
highly value family and home life,
while those who do not have children
find greater value in learning new
skills and meeting new people. They
are also extremely familiar with social
media and begin their purchase
journey on social platforms, paying
attention to the actions and behaviors
of others (5).
The primary audience has
significantly more experience using
the internet in comparison to the
secondary audience, given that
they were born and raised in the
internet age. Specifically, Gen Z has
grown up using Google to meet their
search engine needs. When Gen Z
and young millennials access the
internet, they are deliberate in their
searches and want to find what they
are looking for in a timely manner.
According to a Mediapost report on
Gen Z, six-second advertisements
outperform30-secondadvertisements
(6). Therefore, attention spans are
The generation born between
1981 and 1987 is a smaller
demographic that is known as old
millennials. This group of people
includes young adults and maturing
professionals. Old millennials were
children before the internet, meaning
the inception of smartphones was
past their childhood, but still closer to
their youth than those born in Gen
X. Old millennials may be familiar
with the trends and styles of younger
generations but are mostly concerned
with the protection of their devices,
since they are most likely purchasing
products for themselves (9).
Gen X is comprised of those born
betweenthe1960sandthe1980s.This
demographic is made up of adults
40 to 60 years old, whose children
range from kindergarten to college.
However, this campaign particularly
targets those 40 to 45 years old. It is
important to figure out how to target
this generation’s practical cellphone
accessory needs, while also striving to
appeal to their children’s needs. This
generation is newer to technology,
so creating accessories that protect
their families’ phones is an important
aspect to consider (9).
Secondary Audience
CONSUMER ANALYSIS
The secondary audience includes
two subgroups and specifically
targets those from 32 to 45 years
old. By examining the behaviors,
psychographics and buying activities
of this age group, the objectives
can be tailored to ensure maximum
reach. Throughout the campaign,
these groups are collectively referred
to as the “secondary audience.”
growing shorter, and young adults are
spending less time looking for what
they want. When these generations,
Gen Z and young millennials, want
to know more about a product or
company, Google is the first place
they will go. Over 90 percent of
time spent online begins with a
Google search (7). This demand for
information has allowed for the rise
of SEO. According to Forbes, SEO
is necessary for companies to reach
young consumers, because 72 percent
of individuals who perform searches
will visit the site closest to the top of
the results page (8). Therefore, using
SEO increases a company’s visibility
and elevates their goods and services
to Gen Z and young millennial
audiences.

8. 8
MARKET ANALYSIS
The cellphone technology industry has and will
continue to grow exponentially in the U.S. The first
phone call from a cellphone was in 1973 when one of
Motorola’s senior engineers, Martin Cooper, placed
a call to the company’s rival telecommunications
corporation (10). At the end of the 20th century,
brands such as BlackBerry and Nokia became
household names among mobile technology. However,
the influx of cellphone technology took place with the
development of the smartphone industry. The first
widely successful and innovative touchscreen product
was the first generation iPhone created by Apple in 2007
(11). This was the world’s first fully integrated touch-
based interface. This meant that the screen needed to
be entirely made of glass, which made it more fragile
than any other mobile phones on the market. In order
to protect this advancement, the cellphone accessories
market emerged.
In 2018, it was reported that 77 percent of the U.S.
population owned a smartphone; this was a 35 percent
increase from the year 2011. Of the 77 percent of
smartphone users, 79 percent reported that they used a
protective case for their device (12). The cellphone case
market is directly impacted by the proliferate demand
for mobile phones. The majority of cellphone cases
are specifically designed with the mission of protecting
users’ cellular devices, however, stylistic components
can influence consumers’ purchases, specifically the
female market.
The phone case market is segmented into three
categories: material, functionality and purchase
location (13). Common mobile device materials include
leather, metal, plastic and silicone. Material selection is
based on consumers’ preference—how the consumer
wants the case to look and feel and what the protective
perception of each material is. Functionality refers
CASES AND ACCESSORIES
In relation to the MLB cases, studies show that
the top seven fan bases reside in the cities shown in
Figure. 1. These seven cities were determined based
on fan population in conjunction with social media
conversations. The leading fan base according to social
media applications as of April 2019 is the New York
Yankees with 8.7 million fans (15). Although the market
for cellphone cases is nationwide, statistics have shown
that highly populated cities, specifically near the coasts,
tend to produce a greater volume of sales. Therefore,
the possibility of a direct correlation between sales,
dense population and disposable income is great. For
example, California, New York and Massachusetts all
rank among the top 20 states in the nation with the
highest disposable income (16). Statista research also
shows that 83 percent of people in urban populations
own a smartphone, positioning them as members of
the cellphone accessories market (17).
CELLPHONE
TECHNOLOGY INDUSTRY
to the phone case product type: the archetypal phone
cases, wallet cases, battery charger cases, flip cases and
more. Purchase points vary between in-store locations,
such as a cellphone carrier storefront, online purchases
from big box retailers or small privately owned
companies. Purchase locations are also dependent
upon the targeted geographic market.
As of 2017, the mobile phone accessories market
revenue in the U.S. was approximately $27 billion
and is estimated to reach $66 billion in 2025 (14).
With a steadily increasing market revenue, it is crucial
to maximize a brand’s efforts in reaching the target
market. The market for this campaign can be separated
into different segments, including largely populated
urban cities based on region and population size. The
market will further expand into the top seven fan bases
in the MLB based on recent product releases.
MLB FAN BASE REGIONS

9. MARKET ANALYSIS 9
GEOGRAPHIC MARKETS
Figure 1
RECOMMENDATION:
The Southeastern Region
Although these coastal regions consist of dense
populations and MLB influence, two components
that drive Everkin’s sales, the addition of the
Southeastern market is recommended. In order to
narrow the focus, Atlanta would be the center of
interest and activity if Everkin chooses to address this
region of the U.S.
The Atlanta metropolitan area is a central
location in the Southeastern region and has a
population of 5.6 million, making it the ninth largest
city in the U.S. The urban environment combined
with the Southeastern region’s emphasis on sports
support the Atlanta market. The Atlanta Braves, for
example, is the only MLB team besides the Boston
Red Sox that is the most popular team in six states
(18). According to survey analyses, 125 of the 236
people in the Southeastern region said that they
consider themselves to be baseball fans, which is
over 52 percent. Of the 23 teams mentioned in the
337 write-in responses for favorite MLB team, 54
respondents wrote Atlanta Braves. With the addition
of the Atlanta market, the Southeastern market will
be incorporated and could become a great addition
to Everkin’s targeted cities.
Los Angeles
Houston
San Francisco
Boston
New York City
Chicago
St. Louis
Atlanta

10. 10
PRODUCT ANALYSIS
E
verkin was founded on the basis of creating a
fashionable and protective phone case with an
all-inclusive consumer base in mind. Everkin
carries phone cases that are soft-touch, plastic-
based with protective and stylish covers. These cases
incorporate an anti-slip gel grip, easy-touch buttons,
a shock absorbent layer and a raised bezel for a
360-degree screen and camera protection. All cases are
drop test certified up to six feet. In addition, Everkin
offers a one-year limited warranty that guarantees that
the product will be refurbished or exchanged for a new
product in the case of manufacturing defects. Everkin
carries phone cases in a variety of sizes: iPhone XS/
XS Max, iPhone XR, iPhone X, iPhone 8/8 Plus,
iPhone 7/7 Plus, iPhone 6/6s Plus and iPhone 6/6s.
Samsung Galaxy S10e, S10 and S10 Plus phone
cases launch in spring 2019. Everkin phone cases cost
approximately $29.
DESIGN
Everkin hard-shell cases are made from a clear plastic
that allows for a screen-printed design on the back.
These designs include marble, floral, watercolor
abstract, astrological symbols, metallic overlay, animal
print and more. Recent design additions include
Marvel, MLB and wallet cases, the majority of which
are vegan leather material. All phone cases include the
Everkin logo, an “EK” inside of a gold circle, on the
bottom right corner.

11. 11PRODUCT ANALYSIS
Everkin carries wireless charging pads, screen protectors
and universal car mounts. The wireless charging pads
are 10W, fast charging and Qi certified. This product
has charging capabilities through most phone cases; the
user knows the phone is charging when a soft blue light
illuminates the perimeter of the charging pad. Each
charging pad includes a micro USB cable and is available
in black, rose gold and light blue with silver trim. The
wireless charging pads are approximately four inches in
diameter and cost $49.
The screen protectors are currently intended for
iPhones. These screen protectors are ultra thin with HD
transparency. The two-pack protectors come with an
applicator, microfiber cloth, dust removal sticker, alcohol
wipe and easy-apply instructions, retailing for $25.
Everkin currently carries one style of the universal car
mount. The mount is made of black and gold metallic
plastic. It can be easily installed and adjusted to fit any
All Everkin packaging is made from cream-colored
cardboard in rectangular and square shapes. Each
package has the signature Everkin deep teal and gold
metallic accents. When displayed in stores, these packages
are hung from a rack with a clear plastic hook at the top.
The packaging for the phone cases and wireless charging
pads has a clear window to allow the customer to preview
the product. All packages include a brief list of features
associated with the product. The Everkin logo and
tagline, “Treat Your Phone Like Family,” can be seen
on all of the packaging, along with Everkin’s website and
social media handles (19).
device with a secure 360-degree rotation. The lightweight
design and rubber caps keep car vents unharmed. This
product sells for $25.
ACCESSORIES
PACKAGING
Whichofthefollowingdoyouown?
15%
21%
17%
22%
23%
None
of the
above
Po
psocket
WalletA
ttatchment
Wirele
ss Charging P
ad
Ca
r Mount

12. 12
U
nderstanding Everkin’s competition increases insights and strategies for the
benefit of the four-month campaign. Everkin currently has three major
competitors: Sonix, Case-Mate and Incipio.
SONIX
Company Overview:
Sonix is a family-owned brand focused on creating innovative, conversational pieces that
bring a little luxury into everyday life. Since the company’s start in 2010, Sonix has continued
to grow its product categories from tech to fashion accessories (20).
Strengths:
Sonix materials are “luxury grade, vegan and thoughtfully sourced.” The cases are durable,
scratch-resistant, stylish and relatively affordable. Each case costs approximately $35. Sonix
offers a one-year manufacturer’s warranty on all products. This warranty includes defects in
materials and craftsmanship (20).
Weaknesses:
Sonix exclusively targets women, leaving the male market untouched. Sonix’s competitors
offer similar cases at similar prices, creating a crowded market with little differentiation (20).
COMPETITIVE ANALYSIS

13. 13COMPETITIVE ANALYSIS
INCIPIO
Company Overview:
Case-Mate was founded in 2005 and is currently headquartered in Atlanta. The company emphasizes the importance
of design throughout all branding elements. Case-Mate’s tagline, “Happiness by Design,” relays the importance of a
cellphone case as “an accessory to brag about” (22).
Strengths:
Case-Mate is a major competitor as the company works to create stylish phone cases and mobile accessories similar to
Everkin’s. However, Case-Mate gives consumers the option to customize their personal phone case. Case-Mate comes
equipped with military-grade, shock-absorbent layers that are co-molded for 10-foot drop protection. The company
has a wide range of case designs for the newest smartphones: iPhone XS Max, iPhone XS and iPhone XR. Aside
from attention to detail and an eye for design, Case-Mate smartphone cases, screen protectors and Qi certified wireless
chargers are all covered under warranties “that the consumer can count on” (22).
Weaknesses:
While Case-Mate offers returns on most cases, the company does not offer returns on any of the customizable cases.
An additional weakness is the large number of competitors that offer similar products. Case-Mate’s phone cases are
also on the expensive side of the cellphone accessories market. The majority of the company’s cases are approximately
$50 (22).
CASE-MATE
Company Overview:
Incipio started in a garage in Orange County, California, with only $500 and the then-novel idea to protect the mobile
phone. Not long after, Incipio created a case for the first iPhone and made its way into major wireless carrier retail
stores. The company’s tech-obsessed team of innovators and designers developed a unique product idea from start to
finish. Incipio now carries out all business activities at its headquarters in Irvine, California (23).
Strengths:
Over the last 15 years, Incipio has grown into an award-winning global designer and manufacturer of mobile device
accessories and technologies that are sold in over 40,000 retail locations worldwide (24). Incipio caters to not only
iPhone users but Samsung, Google, LG, BlackBerry, HTC, Motorola and Sony phone users as well. Incipio offers
its consumers a wide variety of cases, ranging from functional to trendy. Incipio cases range in price from $24.99 to
$39.99. When purchased through an authorized reseller, products marked with Incipio’s “one-year limited warranty”
are warranted to be free from defects in materials and craftsmanship under regular use for one year from date of
original purchase (23).
Weaknesses:
The majority of Incipio cases are plain, solid color designs, lacking the more interesting patterns that Everkin offers.
Due to the level of protection, the case also adds additional weight to the overall phone (23).

14. 14
P
rimary research was obtained through the
distribution of one survey, the implementation
of threefocusgroupsand26in-depthinterviews.
Each method provided key insights to properly guide
this campaign. From this research, target audiences
were selected, and objectives were established to
ensure maximum reach to both the primary and
secondary audiences.
SURVEY ANALYSIS
The survey consisted of 55 questions and was
distributed via email, social media and text messaging.
There were a total of 648 responses: 77 percent
identified as female, 22 percent as male and 1 percent
as other.
Participants varied in age with 1 percent under
the age of 18, 37 percent from 18 to 24, 10 percent
from 25 to 38 and 27 percent from 39 to 52. From
these, the primary and secondary audiences were
developed. The primary audience includes those 18
to 31 years old, and secondary incorporates those 32
to 45 years old. The primary and secondary audiences
contributed to over 50 percent of the survey responses.
To better understand the most popular cellphone
type within these audiences, participants were asked
to identify the kind of cellphone they currently
own. Ninety-five percent of the primary audience
has an iPhone, while 4 percent has an Android.
Comparatively, 75 percent of the secondary audience
has an iPhone, while 24 percent has an Android. With
these findings, it can be concluded that the strongest
market for Everkin cellphone cases is iPhone and
Android users.
Next, participants were asked when they would
most likely purchase a new cellphone case. This
question was included in order to gauge the most
effective locations and time frames for ad placements
and targeted messaging. Sixty-five percent of the
primary audience, as well as 65 percent of the
secondary audience, stated that they purchased their
cellphone case the same day as their new cellphone.
In addition, participants were asked how
frequently they purchase a new cellphone to further
clarify how often they are buying a new case. Fifty-two
percent of respondents in the primary audience stated
that they purchase a new cellphone every two years,
or around the time a new iPhone is released. Forty-
two percent of the secondary audience also responded
with every two years. When respondents from both
audiences were asked if they owned more than one
phone case, 68 percent said they do not. Engaging
cellphone case consumers is crucial during the launch
of new iPhones and Androids. Apple has announced
the launch of new iPhones in September for the past
six years (25). Emphasizing Everkin’s new MLB line
and developing specialized social media posts for late
September and early October will maximize Everkin’s
opportunity to gain awareness with new consumers
and increase sales.
In regards to where consumers prefer to purchase
their cases, the top response was cellphone provider
stores, such as Verizon and T-Mobile, with 30 percent
selecting this response. Both men and women said
they preferred purchasing their cellphone case directly
from their provider rather than through another
brand’s website. Cellphone provider stores offer
customers varying brands and styles in one location.
This reveals that consumers prefer the convenience
of having multiple brand options in one place, rather
than having to search websites separately. Department
stores presented an additional opportunity within the
primary audience. Thirty-seven percent of primary
audience respondents stated that they purchased
their current cellphone case from a department store.
Finding ways to highlight Everkin’s products against
competition in these specific locations will help
optimize awareness of the brand and incorporate new
customers.
PRIMARY RESEARCH

15. 15PRIMARY RESEARCH
To further gauge shopping habits among the
primary and secondary audiences, the survey asked
how often these audiences participate in Black Friday
and Cyber Monday sales. Sixty-four percent of
both the primary and secondary audience selected
“sometimes” or “most of the time”. These findings
support that if Everkin offers a discount, more people
are likely to purchase a product from the company,
increasing site traffic and sales overall.
Considering the actual design of cellphone cases,
it was concluded that the majority of people prefer a
solid color as opposed to patterns. Respondents ranked
their likelihood of purchasing each option out of five,
with one being not likely and five being very likely.
The chance of purchasing a solid-colored case ranked
at an average of 3.93 out of five, while patterned cases
ranked at an average of 2.57 out of five. Featuring the
addition of Everkin’s new, simplified and solid-colored
silicon and vegan leather cellphone cases will help the
brand diversify the consumer base.
With respect to form or function of a case, both
63 percent of the primary audience and 63 percent
of the secondary audience stated that they focus on
function rather than form. Function was defined as
sturdiness and reliability, while form referred to the
design and material. Both men and women preferred
function. However, out of all male respondents, 82
percent chose function over form. It is important for
Everkin to highlight the functionality of the cellphone
cases on the website, specifically the six-foot drop
test. This will help Everkin’s website appeal to a male
audience and transition to a gender-neutral brand.
To better understand social media usage with
regards to these participants, they were asked to rank
their social media based on which platform they use
the most and the results were as follows (in order of
most used to least used): Facebook, Instagram, Twitter,
Snapchat and Pinterest. Participants were also asked
how frequently they see advertisements on these social
media platforms. Eighty-one percent responded with
daily. Advertisements placed on Facebook, Instagram
and Twitter would reach a wide audience and be the
most effective locations for sponsored content.
The use of advertising placements with the
combination of social media influencers presents
an opportunity for Everkin to gain more awareness
within these two key audiences. It is common today
for companies to leverage products through the use
of influencers on social media platforms. By using an
individual whose personal brand closely aligns with the
company’s brand, influencers can increase awareness
of the product a company is trying to sell. Based on
the survey, 40 percent of the primary audience said
they were somewhat likely to purchase a product if
they saw an influencer using it on their social media.
Engaging social media influencers for Everkin’s new
MLB line is vital in order to leverage the cellphone
case line against those of competitors.
survey participant
breakdown:1%18
yearsold
oryounger
37%19
to
24
yearsold
10%
25
to
38
yearsold
27%
39
to
52
yearsold
ofthe
648
responses...

16. 16
Most Used
Social Media
Platforms
Most Used
Social Media
Platforms
FOCUS GROUPS & IN-DEPTH
INTERVIEWS ANALYSIS
Three focus groups were conducted with participants from The
University of Alabama. Ages ranged from 18 to 24. Additionally,
26 phone interviews were conducted with respondents of
varying demographics from across the country.
Findings from the focus groups and interviews mirrored
the majority of the findings from the survey: male and female
preferences of phone cases, how many phone cases consumers
currently own, how often cellphone updates occur, case brand
preference and preferred price range.
As an icebreaker during the focus groups, participants were
given a blank phone case template and asked to draw their ideal
phone cases. They were given creative freedom and a spectrum
of coloring tools. Men typically colored the template with a single
color, while the females were more likely to use multiple colors
and explore different designs. However, the designs remained
simplistic. From these, the conclusion was drawn that in order
to appeal to a male audience, simpler phone cases needed to be
available.
To gain insight into how well Everkin’s website appeals to
both men and women, participants were shown the website
without being told what Everkin sells. When the group was
asked if the website did in fact appeal to a gender-neutral
audience, the majority strongly agreed that it did not. Men
were then asked if they would personally purchase a product
from a website with this aesthetic, and they collectively replied
that they would not and would likely exit the site upon seeing
the homepage. In Everkin’s push to appeal to both men and
women, a more gender-neutral website and homepage would
help draw and maintain the desired audience.
Participants in both the focus groups and interviews typically
did not have a brand preference nor were they brand loyal
when looking for a new phone case. Respondents also preferred
to do research on their phone cases rather than immediately
purchasing. This reinforces the idea that the quality of a phone
case and the benefits cases offer are often the most important
selling points to consumers.

17. 17PRIMARY RESEARCH
63%
oftheprim
ary
audiencesaid
they
would
focuson
function
over
form
82%
ofm
alerespondentssaid
they
would
choosefunction
overform
63%ofthesecondary
audience
said
theywould
focuson
function
overform

18. 18
Strengths
• Six-foot drop test attribute (USP)
• 10W fast-charging Qi certified
charging pads
• Phone accessories (i.e. car mount,
screen protectors)
• Prices compared to those of
competitors
• Contract with MLB and Marvel
• Contract with T-Mobile
• Appearance on CNBC’s “The Profit”
Weaknesses
• Low brand awareness
• Missing males in target audience
• Lacking variety in cases, especially
for male consumers
• Confusion with product photos
and physical products (i.e. solid or
clear case backgrounds)
• Inconsistent social media presence
• Superfluous sizing tab on website
• Website appeals more to females
than males

19. 19SWOT ANALYSIS
Opportunities
Threats
• Expand into the male phone case
market
• Become a seller on Amazon and/or
with wholesale retailers
• Explore options to sell cases in brick
and mortar stores
• Expand phone accessories to reach
market (i.e. phone grips)
• Broaden MLB phone case options
• Competitors such as Incipio, Sonix
and Case-Mate
• Similar style phone cases found in
brick and mortar stores
• Similar style phone cases sold on
Amazon
• Phone cases in cellphone provider
stores (AT&T, Verizon, etc.)
• Brands currently selling cases for
Androids
!

20. 20
T
he target audience for this campaign is separated between the primary, those 18 to 31 years old, and the
secondary, those 32 to 45 years old. In order to achieve the objectives of the campaign, the MLB audience
will also be addressed with a persona from both the primary and secondary audiences. While the geographic
market will target MLB cities and urban areas, specifically coastal regions, the target audience will encompass the
campaign’s message of “Made For Everyone.” The target audience includes diverse races, ethnicities, family structures
and more. Some members of the target audience would resemble those listed below.
TARGET AUDIENCE
PRIMARY AUDIENCE
Courtney: Cannon Beach, 23, black
Courtney was born in October 1995 in Seattle. She
attended the University of Washington and received
a bachelor’s degree in advertising in 2017. She and
her boyfriend, Josh, recently moved to Cannon Beach,
Oregon, where Courtney is beginning her career as a
creative director for a small company in the area.
Courtney and Josh met in photography club while
attending school and bonded over their passion for
pictures and travel. Both agree that the convenience
of having a high-quality iPhone camera makes taking
pictures easy and fun; they always have their cameras with
them wherever they are.
Due to the fact they are always on a journey to find
the best photo inspiration, they value a phone case that is
drop tested at a high level but also has a unique and fun
design to match their personalities.

21. 21TARGET AUDIENCE
Primary
Audience
Secondary
Audience
Target
Approaching
prime
earning and
spending years
Heavy users of
technology and
social media
Largest
generational
group in U.S.
Begins purchase
journey on social
media
Generation Z
Youn
g
M
illennials
Generation X
Young adults and
maturing
professionals
Makes own
purchasing
decisions
Old Millennials
Looks for
products that
meet their
children’s needs
Wants safety and
practicality in
products
Everkin
Audience
23 to 31
year olds
18 to 22
year olds
39 to 45
year olds
32 to 38
year olds
Michael: Washington D.C., 28, white
Michael was born in January 1991 in Dayton, Ohio. He
lived there for the majority of his life but wanted a change
of scenery, so he moved to Washington D.C. in 2015 with
his dog, Cooper, and started his career in law. While living
there, he met his partner, Jeffrey, who also works in the
city as a journalist. When they need a break from their
hectic lives, they head to Virginia Beach for a close but
fun getaway.
Together, Michael and Jeffrey have a very busy social
life. Like most people, they keep their cellphones on them
wherever they go. Michael has to keep in touch with
clients and Jeffrey needs to stay up to date with current
events. They both value cellphone cases that stand out
from the rest, while also being protective and somewhat
professional for their line of work. Additionally, Michael
enjoys taking Cooper for runs, so he prefers a case that
can withstand a drop in case of an accident.
PRIMARY AUDIENCE

22. 22
Laurie: Newport Beach, 45, Asian
Laurie was born in April 1974 in Long Beach, California.
She grew up surfing and going to the beach almost every
day and has remained loyal to the area. In combination
with her sporty side, Laurie is inspired by the outdoors and
channels that into her talent for design. After graduating
from the University of California, Los Angeles, Laurie
began working as a graphic designer in Orange County,
California. She met her husband, David, in 1996, and
they married three years later.
In 2003, Laurie decided to leave her nine-to-five job
and start a family. Her four children, two girls and two
boys, kept her busy for many years, but they are now
grown and attend schools away from home. Laurie still
pursues freelance work in graphic design but also enjoys
spending her free time teaching barre classes.
Laurie uses her phone to manage her daily schedule,
as well as her husband’s, and she makes it a point to
FaceTime her kids regularly. Laurie’s youngest son, Luke,
kept her up to speed with the latest updates on the iPhone,
as well as social media apps, so Laurie is fairly tech savvy
compared to other moms her age. With an eye for design,
she looks for a phone case that is sophisticated yet simple.
Laurie never shies away from color and does not want
to become drab or boring. She wants to keep the title of
“cool mom.”
George: New York City, 32, Hispanic
George was born in July 1986 in Hoboken, New Jersey.
His parents are first-generation immigrants from Puerto
Rico who worked hard to give George and his two
brothers the stable home life they needed to succeed. He
always had dreams of moving to the city and took the leap
after graduating from college to pursue a career in sports
marketing. After working at several smaller companies,
George has risen to an account executive position at
Access Sports Media in the heart of Manhattan and is
continually gaining industry experience.
George has always known the value of a dollar and
is still relatively price conscious in terms of his spending
habits. He makes enough at work to live comfortably, but
he would rather save and give back to his family than
splurge on extracurricular activities and gifts for himself.
Being involved in the communications industry, George is
well-versed in emerging technology and media trends and
carriestwophonestomanagehis professional andpersonal
matters. Because he is constantly on the go, George uses
his cellphone case for many purposes, including a wallet.
He is approaching his newest cellphone upgrade period
and will most likely be wanting to purchase a new case for
his cellphone. In the past, he has purchased a case with
his new phone at the Verizon store, but he is open to new
options as long as they are functional and practical.
SECONDARY AUDIENCE

23. 23TARGET AUDIENCE
MLB AUDIENCE
Greg: St. Louis, 35, white
Greg was born in March 1984 in Orange County. He
attended private school with his two older brothers and
graduated from the University of Southern California in
2006. Following graduation, Greg moved to St. Louis to
pursue a career in marketing at Build-A-Bear Workshop
Headquarters. He met his wife, Sarai, in 2007 at a St.
Louis Cardinals baseball game in line to buy a hotdog.
The two married in 2010 and now have twin boys, Peter
and Dane, who are six years old. Greg is currently 35 years
old and resides in the Wildwood area, a suburb outside of
St. Louis with his family.
The family has season tickets to the Cardinals games,
as the boys are avid fans and Busch Stadium holds a special
place in the family’s heart. Peter and Dane beg their
parents for a new merchandise item at almost every game.
At the most recent game, the parents spotted new phone
cases in the corner of the store. Coincidentally, Greg just
upgraded his phone after two years and is looking for a
new iPhone XR case. He has not yet looked online but is
hoping for a vegan leather case. The simplicity of this case
combined with his team’s logo made this an easy purchase
choice for Greg.
Sophia: Chicago, 42, white
Sophia was born in the heart of Chicago in 1977. She
was adopted by her two loving parents and grew up as an
only child. Once she graduated high school, she decided
to bypass college and continue working at her high school
job, a local bakery two streets from her childhood home.
After working there for five more years, Sophia’s boss
decided to sell her the business. She met her husband,
Antonio, at the bakery in 2003, and the two got married
in 2005. Unfortunately, Antonio was diagnosed with an
aggressive form of Leukemia that same year and passed
away in 2006.
Antonio was a huge fan of the Chicago Cubs and
made sure to never miss a game. To honor him, Sophia
goes to as many games as she can. She has also found a
group of friends to go with her, and this social activity has
helped her through her grief.
Sophia’s style can be described in three words: girly,
ostentatious and sparkly. She has a different cellphone
case for every occasion. While she loves to attend the
baseball games, she could never imagine having a plain
leather case on her phone. She wants a fun design on her
case that also subtly incorporates her favorite team, the
Chicago Cubs.

24. 24
T
he following awareness, acceptance and
action objectives have been set with an
audience, time frame and measurable goals
in order to evaluate the success of the campaign at
the end of the four months, or by Dec. 31, 2019. The
objectives will include the following: a communication
objective, media objectives, marketing objectives, a
male-specific objective and MLB objectives. These
are the overarching goals of the campaign. The
primary and secondary audiences will be targeted
more specifically through the strategies and tactics.
Communication Objective
The main communication goal is to increase the
primary and secondary audiences’ knowledge of
the four-month campaign, “Made For Everyone,”
running from September to December 2019 in
order to transitively increase brand awareness. It
is estimated that the audiences’ awareness of the
campaign will increase 25 percent in the first two
months and 15 percent in the following two months
through the use of cohesively branded social media
content across specific platforms. Hashtags, such as
“#MadeForEveryone” and “#ShopEverkin” will be
used to generate brand recognition for Everkin, site
visits and increased click-through rates.
Male-Specific Objective
In order to reinforce previous objectives and achieve a
more gender-neutral brand, a male-specific objective
must be in place for the duration of the four-month
campaign. The importance of inclusivity among both
genders is crucial to increase Everkin’s sales. This
objective will be targeted at males in both the primary
Media Objectives
40 percent among both audiences through the
implementation of SEO. According to Forbes, 80 to
90 percent of consumers look for product reviews
before making a purchase. SEO will make it easier
for Everkin consumers to locate the website amidst
competitors. The return on investment (ROI) when
using SEO is great in comparison to other marketing
tools (26). The terms and phrases used in the SEO
will vary throughout the campaign based on key
messages, specific holidays and budget restrictions.
Marketing Objectives
From September through December 2019, this
campaign will drive product sales among primary
and secondary audiences by effectively pitching to
new accounts and capitalizing on holiday shopping
deals. This campaign will engage popular wholesale
retailers to expand brand awareness and establish
credibility. Offering packaged deals and timely sales
will assist in additional purchases. Coinciding with the
launch of the new iPhone, this campaign will strive to
increase Everkin product sales by 10 percent within
the specified four-month time period.
This four-month campaign will include a
strategic reconstruction of Everkin’s website to better
appeal to primary and secondary audiences, both
male and female. Strengthening online presence and
creating cohesive messaging will establish consistency
across all marketing platforms. This campaign will
seek to increase traffic to the website by 30 percent in
four months.
From September to December 2019, this campaign
will seek to increase primary and secondary audience
followersacrossallsocialmediaplatformscontrolledby
Everkin. Specific focus will be on Everkin’s Facebook,
Instagram and Twitter accounts. Consistent social
media posts will be generated in order to reach current
consumers, while also targeting new consumers. The
goal is to increase followers by 40 percent in the first
two months and 20 percent in the latter two months.
During the four-month campaign, it is estimated
that traffic to Everkin’s website will increase by
CAMPAIGN OBJECTIVES

25. 25CAMPAIGN OBJECTIVES
MLB Objectives
With the recent release of Everkin’s MLB line, it is vital
to initially focus on increasing awareness of the new
products, including phone cases and accessories. The
2019 World Series falls within the campaign timeline
until Oct. 30, 2019, the conclusion of the Series. By
targeting both primary and secondary audiences, the
goal is to increase awareness of the MLB line by 30
and secondary audiences with the goal of increasing
sales among male consumers by 5 percent by Dec.
31, 2019.
percent by Oct. 30, 2019 with the use of countdowns
and strategic social media posts.
To complement the previous MLB objective,
a paired acceptance and action objective will be
implemented over the four months of the campaign,
overlapping with the MLB awareness objective.
According to the primary research, the use of
influencers is persuasive for both the primary and
secondary audiences. With this approach in mind, it
is the goal to have an effect on the acceptance and
action among both key audiences by 12 percent by
Dec. 31, 2019.

26. 26
CAMPAIGN STRATEGIES
& TACTICS
I
n order to demonstrate the
executions of the various strategies
and tactics, both categories have
been displayed graphically in the
following section. While the objectives
focus on general audiences, the strategies
and tactics are specified in order to
target either the primary or secondary
audience.
COMMUNICATION
STRATEGIES
Strategy One:
Based on the primary research,
Facebook, Instagram and Twitter
are the platforms the primary and
secondary audiences use most often.
By publishing Everkin’s messages on
these platforms, current and potential
consumers are exposed to the campaign
message and a unified, cohesive brand.
COMMUNICATION TACTICS
Tactic One:
Consistently scheduled posts, along with cohesive imaging
and messaging, establish a strong social media presence for
Everkin. Maintain social media platforms to help generate
more followers.

27. 27
COMMUNICATION TACTICS
CAMPAIGN STRATEGIES & TACTICS
Tactic Two:
Instagram and Twitter focus on the primary audience. Use
hashtags relevant to the brand: “#MadeForEveryone,”
“#ShopEverkin” and “#Everkin.”
Tactic Three:
Facebook focuses on the secondary audience. Use relevant
hashtags: “#MadeForEveryone,” “#ShopEverkin” and
“#Everkin.”

28. 28
COMMUNICATION STRATEGIES
Strategy Two:
Highlight the theme “celebration” to reinforce branding and campaign messaging. The
purpose of the theme is to celebrate everyday life, not just specific holidays. This makes
posts more conversational, encouraging interaction with current and potential consumers.

29. 29
COMMUNICATION TACTICS
CAMPAIGN STRATEGIES & TACTICS
Tactic Two:
Generate original, holiday-related content relevant
to seasonal celebrations that fall within the campaign
timeline. Incorporate this content on all platforms to
target the primary and secondary audiences.
Tactic One:
Create content incorporating different cellphone cases
that relate to the expression of consumers’ personalities
and the celebration of individuality.

30. 30
MEDIA STRATEGIES
Strategy One:
Increasing traffic to Everkin’s three social media platforms, Facebook, Instagram and
Twitter, is imperative. All three platforms can be found using Everkin’s social media handle
@shopeverkin. With the implementation of original content, holiday deals, conversational
pieces and key campaign messages, new and returning consumers are reached. Scheduled
posts will be beneficial to Everkin, however, paid media ads will make up the majority of the
media tactics for the campaign.
Instagram and Twitter tactics are aimed at the primary audience, while Facebook tactics
are aimed at the secondary audience; the following tactics include media content that appeals
to the specified audience.

31. 31
MEDIA TACTICS: FACEBOOK
CAMPAIGN STRATEGIES & TACTICS
Tactic One:
Create a monthly media calendar with a weekly posting schedule, including specialized content for each seasonal
holiday that falls within the campaign timeline. An example of the monthly media calendar is shown in the Media
Schedule section. It includes the month of November and the beginning of December.
Tactic Two:
Promote Black Friday and Cyber Monday specials through original posts. These posts encourage an interpersonal
and interactive relationship between Everkin and consumers.
Made For
Everyone

32. 32
Tactic Four:
Employ original posts and convert them to paid media ads in order to reach a broader audience.
Tactic Three:
Utilize specialized content around the MLB Playoffs and the World Series to promote Everkin’s MLB line.

33. 33
MEDIA TACTICS: INSTAGRAM
CAMPAIGN STRATEGIES & TACTICS
Tactic One:
Incorporate Instagram posts in the monthly media calendar, as mentioned above. These posts have preset filters in order
to create a cohesive Instagram feed. The feed includes seasonal content, holiday deals and MLB-related content.

34. 34
Tactic Two:
Encourage conversation in Instagram comments with interactive captions, such as “Tag your workout buddy in the
comments below,” “Tag your poll partner” and “Tag your watch buddy below.”

35. 35CAMPAIGN STRATEGIES & TACTICS
Tactic Four:
Create Instagram posts to promote Black Friday and Cyber
Monday specials.
Tactic Three:
Employ original posts and convert them to paid media ads in
order to reach a broader audience.

36. 36
MEDIA TACTICS: TWITTER
Tactic One:
Reiterate key campaign points through shorter,
personalized messages and photos.
Tactic Three:
Utilize Twitter as a tool to respond to consumer requests,
complaints and comments for the purpose of encouraging
interpersonal communication rather than posts to the masses.
Tactic Two:
Employ original posts and convert them to paid media
ads in order to reach a broader audience.

37. 37
MEDIA STRATEGIES
CAMPAIGN STRATEGIES & TACTICS
Strategy Two:
Increase traffic to Everkin’s website through the implementation of SEO. The terms and
phrases vary month to month and are based on other campaign goals and strategies happening
during that specified time. Through the use of Google Trends (27), the listed key terms and
phrases are vital in increasing traffic to Everkin’s website.
MEDIA TACTICS: SEO
Tactic One:
Implement the keywords and phrases for SEO: made for everyone, celebrate, everkin, iphone cases, cellphone
cases, mobile accessories, phone accessories, phone cases, wireless charger and family. With this SEO, Everkin
surpasses other competitors’ budgets, increases impressions to around 400,000 per month and increases clicks to
3,300 per month.

38. 38
MARKETING STRATEGIES
Strategy One:
Create new relationships with wholesale retailers, such as Nordstrom and URBN, to increase
sales by utilizing reputable companies to distribute products nationwide. By becoming part of the
shopper’s experience, Everkin can capitalize on the convenience of purchasing products in-store
and form a direct tie between fashion and cellphone accessories.
MARKETING TACTICS: MEDIA KITS
Tactic One:
Create a cohesive media kit, including a pitch letter, product specification sheet and fact sheet, which is an internal
tactic for Everkin.
Sept. 30, 2019
Charlotte Hennington, CEO
New Mart
127 E. Ninth St., Ste. 401
Los Angeles, CA 90015
charlotte@shopeverkin.com
Heath Wells
President, NuOrder Inc.
Nordstrom
900 Hilgard Ave.
Los Angeles, CA 90024
Dear Heath Wells:
I am reaching out to you on behalf of Everkin, an inclusive cellphone case company that strives to
establish meaningful relationships with our customers and partners. It is my hope to grow the Everkin
family and brand by joining the Nordstrom team. This unique opportunity would be complimented by a
shared dedication to the customer and focus on the ever-changing marketplace.
Everkin is headquartered in Los Angeles and was established only a year ago, following the company’s
featured episode on CNBC’s “The Profit.” Skyler Milligan-LeCroy and I partnered with Marcus Lemonis
in order to accomplish our goal—bringing forward a unique sense of style with the mission of providing
tech accessories made for everyone across the country. Everkin products are currently sold on the
company’s website, in select T-Mobile stores and various TJ Maxx locations in Canada.
I hope to gain the opportunity to have Everkin cellphone cases placed in Nordstrom stores, including
Nordstrom Rack and online at Hautelook. The versatile phone case line appeals to both males and
females. Everkin offers nine inclusive cases along with three on-trend charging pads. A typical case sells
for $29 at retail price and $3.83 for wholesale. A charging pad is $49 at retail price and $11 at wholesale.
Everkin is constantly reinventing and developing new cellphone cases with its customers in mind. Our
team hopes to pursue the expansion of our ever growing family, and we believe that by partnering
together, we can continue to be prevalent in consumers’ lives in the moments that matter. Everkin
believes in the phrase “Treat Your Phone Like Family,” and we want Nordstrom to be a part of our
family. Please feel free to contact me with any questions you may have. I look forward to hearing from
you.
Best regards,
Charlotte Hennington, CEO
The Everkin Team

39. 39
MARKETING STRATEGIES
Strategy Two:
Offer Black Friday and Cyber Monday deals on Everkin products to drive online purchases during
the peak holiday shopping season. Post varying, original content to maintain audience interest.
MARKETING TACTICS: SALES
Tactic One:
Create themed social media posts with corresponding copy to promote sales across various platforms. Instagram and
Twitter target the primary audience and Facebook targets the secondary audience.
CAMPAIGN STRATEGIES & TACTICS

40. 40
MARKETING STRATEGIES
Strategy Three:
Update the existing Everkin website to improve usability, encourage inclusivity and increase
consumer return rates.
MARKETING TACTICS: WEBSITE
Website
Tactic Two:
Establish a clear focus on available
products to make it evident what
Everkin sells, while targeting the
primary and secondary audiences.
Tactic Three:
Change existing tabs on the website
to simplify navigation for both the
primary and secondary audiences.
This includes removing the “sizing,”
“shop our Insta” and “wholesale”
tabs and adding “frequently asked
questions” and “about us” tabs.
Tactic One:
Include pictures of men and women
on the homepage and across all
pages, targeting males in the primary
and secondary audiences.
NEW
NEW
NEW
NEW
NEW
NEW

41. 41CAMPAIGN STRATEGIES & TACTICS
MALE STRATEGIES
Strategy One:
Create a more gender-neutral brand through an inclusive approach to the website and social
media platforms. A gender-neutral brand is vital to the increase in awareness and sales. Through
the tactics below, men in both primary and secondary audiences are open to accepting Everkin as
a competitor in the phone case market.
MALE TACTICS: WEBSITE
Tactic One:
Update the current website to reflect gender-neutral branding. Include the new MLB line and feature more men using
phone cases in photos.

42. 42
MALE TACTICS: SOCIAL MEDIA
Tactic Two:
Curate social media posts to highlight the neutral-themed cases. Show male models using cases to encourage male
consumers to purchase Everkin cases. Utilize strategic captions to create more cohesive posts that speak to the male
audience in an effective way.

43. 43CAMPAIGN STRATEGIES & TACTICS
MLB STRATEGIES
Strategy One:
Create tailored posts based around the teams playing in the 2019 World Series to increase
awareness with key publics during the week of Oct. 22 to Oct. 30. These customized posts reach
new fan bases and therefore a broader audience.
MLB TACTICS: WORLD SERIES
Tactic One:
Develop an Instagram post for each game day of the 2019 World Series. Highlight the teams playing in the Series
and the corresponding cases. These examples are based on teams from the previous year and are contingent on the
teams in the 2019 World Series.

44. 44
MLB TACTICS: “CELEBRATE” YOUR TEAM
MLB STRATEGIES
Strategy Two:
Encourage interaction with the primary and secondary audiences via social media with a series of
countdown posts leading up to the 2019 World Series. Feature images of the MLB case designs and
corresponding copy to excite consumers about the Series, and encourage followers to “celebrate”
their favorite team.
Tactic One:
An example of the social media countdown posts can be seen here.

45. 45CAMPAIGN STRATEGIES & TACTICS
MLB STRATEGIES
Strategy Three:
Engage with MLB players’ wives and girlfriends whose significant others play for the Chicago
Cubs, Los Angeles Angels and St. Louis Cardinals, in order to reach key publics. Possible
influencers include Heidi Hamels (Chicago Cubs), Julianna Zobrist (Chicago Cubs), Jessica Trout
(Los Angeles Angels) and Ally Rahn (St. Louis Cardinals).
MLB TACTICS: PUBLIC RELATIONS BOX
Tactic One:
Send a public relations box to the MLB wives and girlfriends listed above, encouraging them to post on social media,
specifically to Instagram and Facebook. The box includes an Everkin cellphone case, an Everkin charging pad, a
baseball with the Everkin logo and a stationary card. Tailor the cellphone case and charging pad to match the
significant other’s team. The stationary card provides the influencers with optional guidelines for what to post on their
social media. Recommendations include posting a picture of their Everkin MLB line cellphone case, tagging
@shopeverkin and including Everkin hashtags in their caption.

46. 46
MLB TACTICS: INFLUENCERS
CAMPAIGN STRATEGIES & TACTICS
Tactic Two:
Provide influencers with a specific promotional code for their followers to use. This promotional code provides a
discount for consumers, and a percentage of the sale goes to the influencer to encourage continuous promotion of
Everkin products. Based on primary research, the primary audience uses promotional codes when offered.
(28)

47. 47
A
cohesive and consistent social media
presence is vital to the growth and success
of a young company. Based on the results
of the primary and secondary market research,
each social media platform serves its own unique
purpose and contributes to the overall increase in
reach and engagement. Utilizing both paid and
owned media, Everkin strategically promotes
its brand and products, while building a loyal
customer foundation.
Based on primary research findings, 44 percent
of survey respondents ranked Facebook as their
most frequently used social media site. According
to Buffer Marketing Library, Facebook is the
largest social media site, with over 2 billion users
logging on every month (29). Therefore, Facebook
is one of the main digital mediums used in this
campaign to distribute paid and owned media
content. Paid promotional ads are placed
strategically throughout the four-month campaign
in combination with regularly scheduled posts to
showcase Everkin cellphone cases and accessories.
Half of the scheduled Facebook posts are
sponsored. Those selected are sponsored for four
consecutive days. To further promote the Everkin
account, the company Facebook page is boosted
in the months of September and November. The
page boost lasts for 30 days each month, costing
$330 per month.
Facebook meets customer service needs for
Everkin customers. Positive and negative online
reviews influence consumers when it comes to
making purchases. Maintaining those reviews
is crucial to Everkin’s image (30). By regularly
addressing consumers’ questions, complaints
and reviews via Facebook, Everkin can establish
stronger brand reliability and build trust among
the consumer base.
INSTAGRAM
FACEBOOK
TWITTER
According to the Pew Research Center, 71 percent
of those 18 to 24 years of age use Instagram every
day (31). This demographic contributes to a large
part of Everkin’s target audience. It is imperative
to recognize this group as the driving force for
interactions on Instagram to increase Everkin’s
following and likes per post. Instagram is also used
as the primary paid media platform, where half
of the posts per month are sponsored. Selected
posts are sponsored for three consecutive days.
Based on primary research, 81 percent of survey
respondents see sponsored posts on social media
daily. Increasing Everkin’s media budget drives
the brand and accessories into the public eye.
Specific hashtags are also implemented based on
how well the words and phrases correspond with
SEO keywords used during the campaign.
SOCIAL MEDIA
Twitter is a conversational medium. Since it was
ranked as the third most used social media site
by 22 percent of survey participants, Twitter is
mainly used for interaction with consumers and
as a customer service tool. According to Forbes, 85
percent of small to medium-sized business owners
believe providing customer service on social media
platforms is important (32). Everkin currently uses
Twitter to mirror its Instagram account. While
that practice continues throughout the campaign,
Twitter is a multifaceted platform and is used in
other functions. Twitter is beneficial for addressing
customer service needs while simultaneously
building the Everkin brand. Twitter creates a
business to consumer environment for Everkin
and its customers (33).
SOCIAL MEDIA

48. 48
MEDIA SCHEDULE
SOCIAL MEDIA SCHEDULE
A
ccording to Sprout Social, the optimal time for Everkin to post on Facebook is Thursdays
at 2 p.m. and Fridays at 11 a.m. Both days and times have the highest engagement ratings
compared to the rest of the week. Additional times that optimize audience reach and
engagement are Wednesdays from 11 a.m. to 3 p.m., as well as Thursdays at 4 p.m. and Fridays
from 10 a.m. to 3 p.m. (34). Posting on Facebook during these specified days and times will help
each individual post gain more views and likes and grow Everkin’s overall Facebook presence.
For Instagram, an optimal time frame for Everkin to post is on Saturdays from 11 a.m. to
1 p.m. Wednesdays, however tend to see the most consistent engagement overall, compared to the
rest of the week. Therefore, in order to elevate Everkin’s Instagram, there will be a post every single
Wednesday and Saturday during this four-month campaign.
When it comes to Twitter, Sprout Social says the prime time to post on Twitter, specifically for
consumer goods, is on Saturday at 1 p.m. (34). Promoted posting on Twitter will occur around 12
times a month based on this time, however the use of Twitter will focus on customer service needs.
The combination of these dates and times for posting on Facebook, Instagram and Twitter will
help Everkin’s social presence grow over the four months this campaign is executed.

49. 49MEDIA MIX & FLOWCHART
MEDIA FLOWCHART
MEDIA MIX
Made For Everyone Everkin Fall 2019 Campaign
September
9 11 12 13 14 17 18 19 20 21 23 24 25 26 27 28 29
Instagram
Sponsored
Facebook
Sponsored
Twitter
Sponsored
MLB
Instagram Story
Filler posts (Instagram, Facebook and Twitter)
Made For Everyone Everkin Fall 2019 Campaign
October
1 2 3 4 5 8 9 10 11 12 14 15 16 18 19 20 21 22 23 24 25 26 27 29 30 31
Instagram
Sponsored
Facebook
Sponsored
Twitter
Sponsored
MLB
Instagram Story
Filler posts (Instagram, Facebook and Twitter)
Made For Everyone Everkin Fall 2019 Campaign
November
1 2 5 6 7 8 9 11 12 13 14 15 16 19 20 21 22 23 26 27 28 29 30
Instagram
Sponsored
Facebook
Sponsored
Twitter
Sponsored
MLB
Filler posts (Instagram, Facebook and Twitter)
Made For Everyone Everkin Fall 2019 Campaign
December
1 2 3 4 5 6 7 10 11 12 13 14 17 18 19 20 21 22 24 25 26 27 28 31
Instagram
Sponsored
Facebook
Sponsored
Twitter
Sponsored
MLB
Filler posts (Instagram, Facebook and Twitter)

50. 50 CAMPAIGN BUDGET
SOCIAL MEDIA BUDGET
FINAL CAMPAIGN BUDGET
Made For Everyone Everkin Fall 2019 Campaign Target Geography Est Total Impressions September October November December Total Cost
Instagram National 136,000 $198.00 $330.00 $297.00 $297.00 $1,122.00
Facebook National 328,000 $550.00 $308.00 $638.00 $308.00 $1,804.00
Twitter National 480,000 $99.00 $99.00 $99.00 $99.00 $396.00
SEO National 1,600,000 $1,350.00 $1,350.00 $1,350.00 $1,350.00 $5,400.00
Traditional Media National N/A $1,327.00 $1,327.00
TOTALS: 2,544,000 $3,524.00 $2,087.00 $2,384.00 $2,054.00 $10,049.00
Instagram September October November December
Number of Sponsored Post 6 10 9 9
Price Per Sponsored Post (Daily) $11 $11 $11 $11
Duration 3 3 3 3
Total $198.00 $330.00 $297.00 $297.00
Facebook September October November December
Number of Sponsored Post 5 7 7 7
Price Per Sponsored Post (Daily) $11 $11 $11 $11
Duration 4 4 4 4
Boost to Facebook Page $330 $330
Total $550.00 $308.00 $638.00 $308.00
Twitter September October November December
Monthly Fixed Price $99 $99 $99 $99
Total $99 $99 $99 $99
CAMPAIGN BUDGET
(35), (36), (37)

51. 51EVALUATION
EVALUATION
The overall success of this multifaceted campaign
will be evaluated by measurable changes in brand
awareness and sales. In order to assess the success
in both categories, it is necessary to examine SEO
results in relation to ROI, the percent increase in
sales and social media-related analytics. These
findings include the number of reviews, likes,
comments and followers obtained at the end of the
four-month campaign.
The outcomes of the “Made For Everyone”
campaign will be analyzed through the respective
completion and achievement of the percentages
previously stated in the outlined objectives.
The communication objective will be evaluated
through numerous variables: the number of
hashtags mentioning the “Made For Everyone”
campaign, “#ShopEverkin” and “#Everkin,”
online interaction with consumers and mentions of
celebration in relation to Everkin phone cases. To
examine the changes, Everkin will simply search
the specified hashtags and mentions on social
media platforms to see the number of times each
word or phrase was used during the four months.
The two media objectives aim to increase
followers across the three specified social media
platforms and increase traffic to the website.
Followers on all platforms should be noted before
the start of the four-month campaign. On Dec.
31, 2019, the numbers should be reevaluated to
measure the change in followers. Results of the
SEO will be assessed based on website analytics
and ROI at the end of the campaign.
The success of the marketing objectives will
be gauged through sales, specifically during Black
FridayandCyberMonday.Inaddition,thenumber
of wholesale retailers that agree to partner with
Everkin and the product sales made particularly
through Everkin’s website will be evaluated.
The male-specific objective is to present
products and media as gender-neutral. In order to
evaluate the success of generating a more gender-
neutral brand and increase in male consumers,
it is important to read male reviews, track new
male followers across social media platforms and
monitor product sales among males during the
four months.
With the recent development of the MLB
line, two objectives were put into place and will
be evaluated. One objective includes increasing
awareness of the MLB line through specified social
media posts in relation to the line surrounding the
2019 World Series. By monitoring likes, comments
and impressions on these posts, the awareness
of the MLB line can be measured. The second
objective includes the public relations box aimed
toward MLB players’ significant others who are
influencers across various social media platforms.
This objective will be evaluated based on the
likes, comments and promotional code usage
by consumers. This promotional code will allow
Everkin to track MLB-specific product sales.

52. 52
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53. 53

54. 54

55. 55
E
A
Edwards &
Associates
REAGIN EDWARDS
ACCOUNT EXECUTIVE
EMMA COYNE
MEDIA DIRECTOR
KATIE HILL
RESEARCH DIRECTOR
SOPHIA SMYLIE
CREATIVE DIRECTOR
TATUM NIX
EDITORIAL DIRECTOR
EDWARDS & ASSOCIATES

56. E
A