For DMC program, UBC

2. Objectives
facejam.ca
Now Want
● Current site is 10 years old.
● Very basic
● Not satisfying to browse
● Not optimized
● Scattered branding (accumulated over the years)
● Refresh their brand to be more fun, energetic, youthful
and fresh
● Work with in-house brand manager on branding copy
● Make website brand consistent and modern
● Improve user experience and overall aesthetic
● Drive more sales and visits
● Website navigation links: Home, About, Shop
● Website integrates seamlessly with Shopify
● Timeline: 2 months

3. Target Audience
- Aged ~ 12-30
- Predominantly English speaking
- Fashion-forward
- Follows beauty trends
- Willing to spend a premium on high-quality cosmetics
- Willing to spend a premium on new products to the
market
- Desire to be “first” or an “early adopter” in testing out
new beauty products
- Consumes pop culture
- Identifies with celebrities and artists that are known
influencers and are famous for their unique beauty
“looks”
- Lives in North America

4. Strategic Approach
- Define Website redesign goals
- Drive sales
- Increase number of visits
- Streamline shopping process
- Redefine branding & messaging
- Fun, energetic, youthful, and fresh
- Edible cosmetics for beautiful people
- Optimize the landing pages for SEO and conversions
- Include unique value proposition, benefits of product, social proof, clear CTA and hero image
- Analyze the competition
- Lips Smacker, Lush, Fresh and Color Pop

5. Tactics/Activities
Strategic Approach Tactics
Define Website redesign goals Meetings with client Set S.M.A.R.T goals Research on
FaceJam
Refine branding & messaging Evaluate engagement
metrics
Analyze social media
engagement
Redesign website
Optimize Landing Page Evaluating website
performance through
Google Analytics
A/B testings on landing
pages
Build landing pages
using Unbounce
Analyze Competition Using SEMrush to
analyze Search Engine
performance on
competitors website
Using Open Site
Explorer to check their
link popularity
Check their traffic
and visitor activities

6. Deliverables / Timeline
Deliverables Date
Mock ups:
- Website map (home, about, shop)
- Overall re-branding
- New creatives/copy
March 30th, 2017
Testing Reports:
- Google Analytics web metrics report
March 30th, 2017
Website Launch: April 30th, 2017

7. Other Questions
● Will you be open to doing a social media campaign as well down the line?
● Do you consider selling products in-store? Or do a pop-up shop?

8. facejam.ca