Here are some content ideas for Twitter: - Teaser images of upcoming collections - Polls and questions to engage followers - Retweets of fashion news and influencers - Behind the scenes snippets and photos - Live tweets from events - Quotes and inspirations - Short form blog posts - Contests and giveaways - Customer service and support - Drive traffic back to website and Facebook The goal is to provide bite-sized, shareable updates multiple times per day to build an engaged following. Interactivity through questions, polls and retweets is important on Twitter.

1. Customer Engagement and
Digital Marketing Strategy
for
Hani Brown

2. Contents
• Our Understanding of Hani Brown
• Sharing the Vision
• Our Approach
• Proposed Solution Areas
• Digital Marketing
• Membership and Loyalty Program
• Roadmap and Future Vision
• Investment
• Grants and Government Incentives

3. Proposed Solution Areas
• Digital Marketing
– Website User Experience Enhancement
– Social Media Presence and Integration
• Membership and Loyalty Management
– Friends of Hani (FOH)
– Hani Brown Loyalty

4. Digital Marketing Strategy
• Website User Experience
Enhancement
• Social Media Integration

5. Overview
The Hani Brown has been in the business for 20 years,
creating stunning and customized clothing lines that
are not only popular among fashionistas but also the
events world, such as designing for the recent Miss
Singapore Pageant.
Although the website’s general image is consistent
with the owner’s design aspiration and ideals, the
content would have to be updated and the design
could be improved. Services should also be
expanded to events and design consultancy and a
blog, testimonial and membership page should be
included.

6. Audience
20 years in the business has accumulated a
loyal and profitable list of clientele for the Hani
Brown brand. Its reintroduction through a
website revamp would be a wonderful surprise
for its current customers as well as a new way
of gaining new ones.

7. Audience
Primary Target market
 Working female customers
 Middle to upper class are the primary target
market
 Target Market personality: Trendy, chic,
independent and are comfortable in their
own skin
Hani Brown’s design depict a raw sensuality yet
a classy approach.

8. Creative Strategy
 Create an image/ website over-all look that would
harmonize the classic style of Hani Brown while at the
same time showing its revolutionary streak in keeping
up with the trends of the market
 Update and categorize its collection gallery that is
relevant to the image of Hani Brown and the services
they are offering
 Strengthen its positioning in the market as a premiere
and classy brand while still maintaining a radical and
sensual appeal to the market of today
 Add a “web stickiness” element; make your visitors
stay and browse longer in the website

9. Specific Design Objectives
 Improve the over-all look of the website while
retaining its classy look and the chocolate brown
band theme
 Update and provide a clear focus for its content
(eg. Change “wardrobe” to “collections”)
 Add the following information: events page,
testimonials, promotions, membership
 Add an interactive content such as a blog
page, facebook/twitter icon

10. Current Website Issues
 Flash website as such is not supported in all mediums
 Visitors must immediately see the collection offerings
of Hani Brown and would not have to visit another
page for that
 Gallery of images are outdated and its display could
be improved
 Complete list of services and its comprehensive
information are not provided
 Clothing collections and event services should have
the same website footing when it comes to its gallery,
information, etc.

11. Website Content Proposal
(Wireframe)
About Collection Events Services Membership Promotions
Calendar
•This Month Design
Bio The Latest FOH Hani Specials
•Next Month Consultancy
The Brand The Classics Past Events Make-Over
Customization/
Blog Online Shop
Alteration
Press
Testimonial
Contact Us

12. About
Bio
- Profile of Hani Arshad
- Background, Interest, Struggles
& Triumphs
The Brand
- Creation of Hani Brown
- Background/ History of Hani
Brown
- Image & Branding advocacy

13. Sample Bio/ Brand Page

14. Sample Bio/ Brand Page
Ms. Hani Arshad is a vibrant, happy go lucky and confident business
woman. Her clothes reflect not only her customer's lifestyle and personality
but also with a hint of her personality. Treating customers just like her friends
and making them feel welcomed and less pressure is her forte. Coming from
a humble background, we personally think that aspiring entrepreneur has a
lot to learn from her. We also think that her motto of 3Ps can be applied to
any plans you wish to execute. Her project called 'Project Live' amazed and
inspired us in a way. The public can look more into this project by visiting her
website at www.hanibrown.com.sg.
What is the nature of your business?
I am in the clothing industry. Besides retailing ready-made garments, I also
manufacture for other labels especially those starting up small. Having my
own production facilities also able me to customize and design clothes for
weddings, company uniforms, dance costumes and etc.
When and why did you decide to become an entrepreneur / take over your
family business? NOTE: If it is not a family business, ask: Do your parents have
their own businesses too? Have they inspired you in one way or another?
(Select appropriate question according to the entrepreneur being
interviewed.)

15. About
- Content wise – weekly updates from
Blog hani
- Includes out of town trips
- Latest client/collection
- Events (cocktail parties)
- Everyday interesting life snippets
- Quotes, inspirational thoughts
- Featured Hani Brown fan (include
short interview)
- Favourite designers/ Inspirations of
Hani Brown
- Feature favorite restaurants
(related to the membership card
establishments)
- Relevant youtube videos

16. Sample Blog Page
Four’s a Crowd March 9, 2012
03:00 am
Lorem Ipsum is simply dummy text of the printing and typesetting
industry. Lorem Ipsum has been the industry's standard dummy
text ever since the 1500s, when an unknown printer took a galley
of type and scrambled it to make a type specimen book. It has
survived not only five centuries, but also the leap into electronic
typesetting, remaining essentially unchanged. It was popularised
in the 1960s with the release of Letraset sheets containing Lorem
Ipsum passages, and more recently with desktop publishing
software like Aldus PageMaker including versions of Lorem
Ipsum.
Lorem Ipsum is simply dummy text of the printing and typesetting
industry. Lorem Ipsum has been the industry's standard dummy
text ever since the 1500s, when an unknown printer took a galley
of type and scrambled it to make a type specimen book. It has
survived not only five centuries, but also the leap into electronic

17. Press
- Magazine features, Newspaper, article features,
Event interviews
Sample Press page
Testimonial
<< Back to About
Lorem Ipsum is simply dummy
text of the printing and
typesetting industry.
Lorem Ipsum has been
the industry's standard
dummy text ever since
the 1500s, when an
unknown printer took a
galley of type and
scrambled it to make a
type specimen book.

18. Testimonial
- Showcase of collections worn by celebrities, prominent
socialites and so-called infamous clients
Sample Testimonial page
Testimonial
<< Back to About
Lorem Ipsum is simply dummy
text of the printing and
typesetting industry.
Lorem Ipsum has been
the industry's standard
dummy text ever since
the 1500s, when an
unknown printer took a
galley of type and
scrambled it to make a
type specimen book.

19. Contact Us
- Main office address
Main Office
- Add pictures of location
- List of boutique stores
Retail
- Add pictures of location

20. Next Slide
About Collection Events Services Membership Promotions
Calendar
•This Month Design
Bio The Latest FOH Hani Specials
•Next Month Consultancy
The Brand The Classics Past Events Make-Over
Online Shop
Customization/
Blog (to be added Alteration
soon)
Press
Testimonial
Contact Us

21. Collections
- Latest collections either customized, from
The Latest events or from boutique shops
- If applicable, provide label as Spring
Collection 20 12/ Fall Collection 2012 and so
on and so forth
- Most popular collections
The Classics
- Most in demand wardrobes
Online Shop - Can order online, either individually or in bulk
(to be added soon) - Delivery should be included

22. Sample Collection Page
The Latest
The Classics
Online Shop

23. Sample Collection Page
The Latest
Spring Collection 2012
Fall Collection 2012 View Gallery
Autumn Collection 2012
The Classics
Online Shop
Click here

24. Sample Collection Page
Sprint Collection 2012
<< Back to Collection

25. Sample Collection Page
The Latest
The Classics View Gallery
*Online Shop
*Online Shop to be added soon

26. Next Slide
About Collection Events Services Membership Promotions
Calendar
•This Month Design
Bio The Latest FOH Hani Specials
•Next Month Consultancy
The Brand The Classics Past Events Make-Over
Online Shop
Customization/
Blog (to be added Alteration
soon)
Press
Testimonial
Contact Us

27. Events
Calendar - Latest collections from current events
- This Month - Next collections from future events
- Next Month - Provide event/ label descriptions if
applicable (eg. Miss Tropicana, Fashion
Show, etc.)
- Most popular collections
Past Events - Most in demand wardrobes
- Past works

28. Sample Events Page
This Month
Calendar
Next Month
Past Events
Click here

29. Sample Events Page
Calendar
This Month Miss Singapore
March 28, 2012
Next Month
Fashion Canvas Fashion Clock
March 20, 2012 March 29, 2012
Past Events
Click here

30. Sample Events Page
Miss Singapore
Description: Location, activity, models, fashion inspiration, etc.
<< Back to This Month

31. Next Slide
About Collection Events Services Membership Promotions
Calendar
•This Month Design
Bio The Latest FOH Hani Specials
•Next Month Consultancy
The Brand The Classics Past Events Make-Over
Online Shop
Customization/
Blog (to be added Alteration
soon)
Press
Testimonial
Contact Us

32. Services
- Gallery of latest and past collections
Design Consultancy - Provide label descriptions (eg. Company,
design inspiration, etc.)
- Gallery
Make-over - Provide label descriptions (eg. For
what event, for whom, etc.)
Customization/ - Specific information (eg. Prices, days,
Alteration delivery, etc.)

33. Sample Services Page
Design Consultancy
Makeover
View Gallery
Customization/
Alteration

34. Sample Services Page
Design Consultancy
Makeover
Customization/
View Gallery
Alteration
Click here

35. Sample Services Page
Makeover
<< Back to Services
Description: Model, for what event,
make-up inspiration, etc.

36. Next Slide
About Collection Events Services Membership Promotions
Calendar
•This Month Design
Bio The Latest FOH Hani Specials
•Next Month Consultancy
The Brand The Classics Past Events Make-Over
Online Shop
Customization/
Blog (to be added Alteration
soon)
Press
Testimonial
Contact Us

37. Membership
- Information on how to become a member
Friends of Hani - Membership benefits and privileges
- List of accepted establishments

38. Sample Membership Page
Friends of Hani Membership Card
Friends of Hani Having the Friends of Hani
Membership Card enables you
to get discounts and certain
privileges , primarily from Hani
Brown’s collection and from the
hippest, hottest restaurants and
bars in town.
The Friends of Hani Membership
card is accepted at the
following establishments:
o Garuda Padang Cuisine
o Magma German Wine Bistro
o Pizzeria
o Giardino
o Tajimaya
o Shabuya

39. Next Slide
About Collection Events Services Membership Promotions
Calendar
•This Month Design
Bio The Latest FOH Hani Specials
•Next Month Consultancy
The Brand The Classics Past Events Make-Over
Online Shop
Customization/
Blog (to be added Alteration
soon)
Press
Testimonial
Contact Us

40. Sample Promotion Page
Hani Specials
Hani Special’s
Simply stylish yet oozing with raw sensuality, the
Hani’s Special collections are made with a mad
passion for the independent woman of today.
With its clean-cut style, bold and solid colors, it
reflects the symmetry of the assertiveness and at
the same time, the playfulness of the sensual
females of today.
Limited edition collection: 10 pieces
Available colors: Pink, Gray, Brown, Black
Available sizes: S, M, L
For reservations, contact us.

41. Internet Marketing:
Newsletter

42. Newsletter
Goal: To retain interest and loyalty of current subscribers by
providing them with relevant news and updates
Strategy:
 Send monthly updates to current subscribers – gather
relevant content such latest collection, event updates,
blog updates and promotions
• Add newsletter subscription form
in website and facebook page
• Weekly mention of newsletter
in twitter and facebook page

43. Newsletter
Sample Newsletter Subscription
Contents:
- Link to website
- Latest collection
- Store locator
- Event Updates
- Promotions
- Blog Updates
- Social media channels
(facebook, twitter)

44. Internet Marketing:
Social Media
Initial Mediums
Facebook

45. Facebook
Facebook page would be set-up
Sample Facebook Pages

46. Facebook
Sample Page “Likes” Display
- Every relevant
page in the
website would
have a
“share”button
- Relevant pages
include
collection/events
/promotions/servi
ces/membership/
promotions

47. Facebook
Sample Facebook Newsletter Subscription Form
- Facebook page
would also have
a newsletter
subscription.
(Note: they can
either subscribe to
the newsletter via
the website or
through the
facebook page)

48. Facebook: Content Strategy
Content Ideas
- Latest updates (collections, events, etc., blog)
- Fashion tips
- Featured socialite/client/celebrity wearing Hani Brown, include
short feature articles
- Events (cocktail parties)
- Quotes, inspirational thoughts from Hani Brown herself or from
relevant people (fashion designers, models, etc.)
- Feature Hani Brown fan (include short interview and a link to their
blog, website, video, etc.)
- Favorite designers/ Inspirations of Hani Brown
- Feature favorite restaurants (related to the membership card
establishments)
- Reminder about newsletter and membership card privileges
- Relevant youtube videos
- Newsletter Subscription
- Order Inquiry Form (to be added soon)
- Contest

49. Facebook: Content Strategy
Strategy:
- Develop the “Hani Brown” voice when posting: sensual,
funny, assertive
- Post at least thrice a day
- Gather, diversify, mix and schedule content for the week
(eg. Monday – post an inspiration quote in the morning, a
latest collection in the afternoon, funny youtube video and
a beauty tip in the evening)
- Share relevant youtube videos. Eg. models falling on the
runway, sketching a design
- Ask questions , interact with fans eg. Where do you think can
you wear this Hani Brown top (post picture)?
- Have a contest every month eg. Design a Hani Brown!
Create your very own depiction of a Hani Brown collection
and win great prizes!

50. Internet Marketing:
Social Media
Initial Mediums
Twitter

51. Twitter
- Customized twitter background page
Sample Fashion Twitter page

52. Twitter
Content Ideas and Strategy
- Ideally, twitter and facebook content should at
least be different from one another
- Twitter could be a more interactive place for fans
of Hani Brown
- Question and Answer portion can be arranged
- Quirky, random thoughts from Hani Brown herself
- Follow relevant personalities, eg. Fellow fashion
designers, restaurants included related to the
membership card,
- Sharing or “retweeting” of relevant tweets from
followers and those the Hani Brown is following
- Post also content from facebook minimally

53. Facebook
Other Ideas for Future
Implementation

54. Facebook
Sample Facebook Order Inquiry Form
- Facebook page
would have an
order inquiry form
for customers,
making it
convenient for
them to order

55. Facebook
Sample Facebook “Share Your Taste” Campaign
For Friends of Hani Membership Card
- Facebook page
can also allot a
portion for the
promotion of the
membership
cards

56. Pinterest
Create Pinterest account for further online sharing
and reach to the so-called “wired” market
- Post collections and event updates

57. Roadmap and Benefits

58. Future Road Map
Booking
Member Portal Reminder via Inventory and
with Online SMS Supplier
Shop Management
Online
Membership
and e-
Payment
Online
Booking
and e-
Payment

59. Target Benefits
• Increase your sales by more than 20%
• High Frequency of Customer Visits (Once a Month
Target)
• Acquire New Customers (1:5 Referral Ratio per
Month)
• High Up Sell and Cross Sell (1:3 Upsell Ratio per
Customer)
• Sustain your Growth (Membership and Revenue)
• Reduce Cost of Operations through Efficient
System
• Avoid Negative Feedback/Fast Issue Resolution
for Customer retention (Compliment vs.
Complaint Ratio)

60. Membership Technology
• Pure web-based Technology –
Accessible Anytime, Anywhere
• Powered by Microsoft Dynamics CRM
Online
• Directly hosted by Microsoft - 99.99 up
time
• No Hardware, Server Required
• Monthly Payment Subscription

61. Thank You!