Pure Water Products aims to become a leading authority on water filtration through quality products and customer service. Currently, they have good local recognition but limited online presence. A social media marketing plan aims to increase online engagement by 15% per quarter through platforms like Facebook, Twitter, and YouTube. Content will include water news, product videos, hashtags, and engaging posts. A second objective is to increase online sales 10% in a year by partnering with retailers, offering discounts, and answering customer questions online. Progress will be measured through analytics and sales reports.

1. Pure Water
Products
JOUR 5330 Social Media
Jasmine, Kacy, Sherry,
Elizabeth

2. 1 BUSINESS
1 GOAL
4 MINDS

3. Mission Statement
Our aspiration is to make great things happen.
We will provide quality customer service and
products that will enhance quality of life each
and every day. We are a patron -driven specialty
business. We help customers, partners and our
communities around the world live a better life.
We deliver entrepreneurial success through
innovation.

4. Key Message
To provide the top quality water filters, which are
sturdy and easy to use. With assurance of
effective water filters that install in a jiffy and last
a lifetime.
Target Audience
Homeowner and businesses looking to install
water filters. The local community and earth
conscious individuals who could benefit from
using water filters.

5. Goal
Become a well-known authority on water filtration systems
and water treatment issues.

6. SWOT Analysis

7. Strengths
- They have an online magazine that focuses on water (can be used
to promote their product through social media)
- Their reviews on Yelp, The Better Business Bureau, and Google
Review are above a 4 out of 5 star rating.
- Although it’s a company based locally, they conduct business
throughout the entire United States, and have received
overwhelmingly positive feedback from customers.
- High visibility rate (first page to appear with SERP) if searching
“Water filter denton, water filtration system Denton”
- Diverse product catalog
- Large volume of quality products; the owner has such a deep
interest in water filtration, he offers a variety of products to meet a
customer’s individual needs.

8. Weaknesses
- The reviews on Yelp and Google, and complaint filed against
them with the Better Business Bureau, showcase bad
customer-business relationships.
- Their social media presence and engagement is slim to none.
Their Facebook page has only 11 likes, while competitors like
Culligan Water filters boasts over 40,000 likes on their
Facebook page alone.
- Regarding Social Media, they only have a Facebook page, while
competitors like Culligan have IG, FB, Twitter.
- Small company, cannot offer deals the way competitors can
(aside from a flat rate shipping after a set price)
- Their major competitors are known nationwide.
- Although PWP services worldwide, it’s more well known in the
local area.
- It’s an online product catalog, NOT a website

9. Opportunities
- Utilize social media to engage with customers (Community
engagement manager needed)
- Post links to the online magazine via twitter. Create posts
regarding water, clean water, water filters, etc to highlight
the importance of CLEAN water.
- Seize online customers by offering products on Amazon,
Ebay
- Collaborate with Home Depot and Lowes to sell their
products alongside competitors
- Increase visibility on social media through collaborations
with Home Depot and Lowes
- Create a new logo for the magazine and the company

10. Threats
- They’re a relatively small company who do not
show up as one of the top results when searching
“water filters, water filtration systems” limiting their
visibility.
- Their competition has been recognized by the
Better Business Bureau since 1953 (Culligan).
- Competitors such as Sawyer, APEC, and Hydro
Blue offer their products on Amazon as well.
- Owner resistant to change, likes the small business
feel.
- May not have the budget to put products on
Amazon, Lowe’s, Home Depot if looking at long
term profitability
- May not be able to hire Marketing, Social Media, or
other necessary positions to help jump start a re-
branding

11. Strategies & Tactics

12. Objective #1
Increase online engagement by 15 % each quarter for the next four
quarters to increase Pure Water Products search engine rankings
Strategy: Create social media accounts on Facebook, Twitter,
YouTube
Tactic: Use existing blog posts to post water news from the past as part of
“Throwback Thursdays” on the various platforms
Tactic: Post videos on how to service and maintain water filtration systems.
Tactic: Develop a hashtag - #PureH2O to be used across multiple social
media platforms
Tactic: Distribute brochures with our social media platforms listed during
community events (Farmer’s Market)

13. Objective #1
Strategy: Create engaging content for Facebook, Twitter and YouTube
platforms
Tactic: Post memes, images and videos during #WorldWaterDay and other
trending hashtags
Tactic: Create a weekly Tweetchat regarding water filtration or
environmental topics
Tactic: Post polls and questions related to water use, clean water and time
appropriate questions (i.e.: What was your favorite way to play in the water
as a child?)
Tactic: Write blog posts about different applications for water filters like
gardening, beverage brewing, car washing, etc.

14. Objective #2
Increase online sales among by 10% over the next 12
months
Strategy: Make Pure Water Products inventory more accessible
and visible online
Tactic: Revamp the company’s website
Tactic: Offer one-time product discount of 20% for new
signups for the email newsletter.
Tactic: Offer monthly contest to win free products when
customers mention company on social media platforms
Tactic: Post content on social media sites
that would answer customer search queries (i.e: How do I change my
filter cartridges?)

15. Objective #2
Strategy: Partner with other companies (Insurance agencies,
environmental friendly and green companies)
Tactic: Mutually share content with firms promoting a green and
healthy lifestyle
Tactic: Mutually share content with a home or business
insurance firm
Tactic: Set up booth during events sponsored by partners to
showcase Pure Water Products
Tactic: Offer mutual discounts for partners’ customers
Tactic: Create business partnerships with Home Depot & Lowe’s
to sell products on the retail stores’ websites

16. Objective 1
Since we are starting from practically
zero followers/likes/social media brand
awareness, we will monitor the increase
in likes & followers. We will also monitor
engagement before and after the plan
using analytic tools to check our
progress/reach/shares.
Objective 2
To measure our success we will run
sales reports before and after
implementing the plan to see how
sales improved. We will also monitor
changes in sales on days/weeks that
we offer sales/deals/giveaways on
social media and on days/weeks when
business partners shared our content
to gauge the effectiveness of those
tactics