This public relations plan aims to increase revenue for Sydney Steward Beauty by 50% over 6 months through promotional strategies. Key tactics include increasing social media presence through branded hashtags, distributing flyers and business cards, and networking at local fashion events. The plan also seeks to grow clientele by 33% by researching target customers' preferred hair and makeup products and creating competitive service offers. Progress will be tracked through revenue, customer surveys on how they heard of the business, and social media analytics. The budget allocates funds for promotions, products, booth rent, and events.
Benchmarked the brand's social media performance against MAC Cosmetics by utilizing Radian6 and supporting listening tools (Hootsuite, Social Mention, Google Blog Search...) to conduct data mining and content analysis
This is the group project for one of my college elective course: Marketing and Management of Arts. The proposal was made when I was in the second year of college. My partner and me decided to choose perfume as our main product. However, we want to create some differences among all competitors in the perfume market. Therefore, we would like to open a DIY perfume shop, and thus proposed the outline of our business plan. The plan included our marketing method, estimate of cost, shopping mechanism...etc.
Benchmarked the brand's social media performance against MAC Cosmetics by utilizing Radian6 and supporting listening tools (Hootsuite, Social Mention, Google Blog Search...) to conduct data mining and content analysis
This is the group project for one of my college elective course: Marketing and Management of Arts. The proposal was made when I was in the second year of college. My partner and me decided to choose perfume as our main product. However, we want to create some differences among all competitors in the perfume market. Therefore, we would like to open a DIY perfume shop, and thus proposed the outline of our business plan. The plan included our marketing method, estimate of cost, shopping mechanism...etc.
Top 10 USP's (Unique Selling Propostions)Rick Osbourne
A Unique Selling Proposition distinguishes a business apart from all others. And instead of competing you eliminate competitors with a well conceived USP.
Marketing plan for a cosmetic company specializing in organic products. It includes the Market Description, Distribution Network, Product Analysis, Competitor Analysis, Macro Environmental Analysis, Financial Analysis, Strengths, Weaknesses, Opportunities and Threat Analysis.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
This campaign was developed with a fellow Integrated Marketing Communications student at Ithaca College. The aim of this project was to redefine the image of the natural beauty product brand LUSH cosmetics. We wanted to create deliverables that would showcase the whimsical features of the brand's products.
Our customer experience and decisions we make first of all depends of our feelings and our sensory perception. That means the best thing you could do with your product and brand - the right sensory mix and sensory positioning among other products and brands.
This research was a part of one our subject called \'Marketing Research" which we had in TYBMS 2008-09,the research was done wid limited sample size, & 100 questionaire was distributed to d selected group..it was a good learning experience & had a great time in my BMS yrs
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
Top 10 USP's (Unique Selling Propostions)Rick Osbourne
A Unique Selling Proposition distinguishes a business apart from all others. And instead of competing you eliminate competitors with a well conceived USP.
Marketing plan for a cosmetic company specializing in organic products. It includes the Market Description, Distribution Network, Product Analysis, Competitor Analysis, Macro Environmental Analysis, Financial Analysis, Strengths, Weaknesses, Opportunities and Threat Analysis.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
This campaign was developed with a fellow Integrated Marketing Communications student at Ithaca College. The aim of this project was to redefine the image of the natural beauty product brand LUSH cosmetics. We wanted to create deliverables that would showcase the whimsical features of the brand's products.
Our customer experience and decisions we make first of all depends of our feelings and our sensory perception. That means the best thing you could do with your product and brand - the right sensory mix and sensory positioning among other products and brands.
This research was a part of one our subject called \'Marketing Research" which we had in TYBMS 2008-09,the research was done wid limited sample size, & 100 questionaire was distributed to d selected group..it was a good learning experience & had a great time in my BMS yrs
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
#PR2015 is a new 28-page guide looking forward the trends and issues affecting the business of public relations in 2015, from the perspective of 23 of the Chartered Institute of Public Relations (CIPR) member groups.
Rotary - Creating a public relations planPeggy Hebden
This presentation is intended to be a facilitated session; The questions are to be answered by the group - the notes provide discussion points for the presenter. For Rotary Clubs or Rotary District teams.
International public relations is a part of daily business for more than 90 per cent of CCOs in Europe, with nearly a quarter of them dealing with 20 countries or more. Sensitivity to multiple cultures while preserving the core identity and ability to change are the main challenges, along with the language(s) problem where introduction of English as the business lingua franca is only a partial solution. Only about a half of COOs reported solid structures for international public relations operations.
A basic overview of to help small businesses create a communication strategy by integrating PR, email marketing, social media, customer relations and social media.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Marketing strategies for small businesses by Charles OdiiCharles Odii
Learn how to market your business on a shoe string budget. Small businesses don't usually have huge marketing budgets like well established businesses, so they have to be innovative with theor marketing. Small businesses, their founders and employees are often the most vulnerable in times of a pandemic. Many will face cost pressures, liquidity issues, supply chain challenges, bankruptcies, closures and job losses.
Running head PART A THE BACHELORETTE MARKETING PLAN1PART A T.docxtoltonkendal
Running head: PART A: THE BACHELORETTE MARKETING PLAN 1
PART A: THE BACHELORETTE MARKETING PLAN 7
Assignment 1: Part A: The Bachelorette Marketing Plan
July 29, 2017
Introduction
The Bachelorette L.L.C. is a company that deals in beauty products, initially female. Beauty products are increasingly becoming popular by the day among ladies (Willett, 2010). The company is a world leader, with global presence in the industry. A range of products are on offer, including hair care, color, and skin care and signature fragrances. The unmatched quality of products and consistency in customer service globally have made the Bachelorette a direct competitor of well-known brands such as Olay, Avon and L'Oreal among others (Forbes, 2017).
Based in Philadelphia, United States, with regional offices in Asia, Europe and Africa thanks to the growing market share. The company will be backed with online selling through an intuitive website, simple and secure. In addition to scaling operations worldwide, the company continues to diversify its products portfolio and recently launched hygienic products for men.
PESTEL Analysis
Political Factors
The political environment affects the business operations. More so, the success of an organization is pegged on the political climate (Kotler & Keller, 2012). The Bachelorette will be hesitant to maintain operations in politically unstable regions. Europe, Asia and Africa were keenly selected based on stability. In addition to that, the Bachelorette has had to adopt hybrid corporate approaches to accommodate the political differences (Kaser, 2013). However, the close ties between the United States and other countries have created a conducive environment for business.
Economic Factors
Economic conditions such as the inflation rate, which largely influence the interest rates and consumer's purchasing power could impact business for an international company. Since the Bachelorette operates globally, global economic cycles and may impact sales (Pride & Ferrell, 2016). In regions such as Europe, the company continues to post profits owing to the economic stability. The company is also in a good position to obtain loans locally, thanks to the well-established financial institutions in Philadelphia. The money may be used to expand the business.
Socio-cultural Factors
Consumer tastes and preferences are influenced by the local culture. The products the company offers should therefore be tailored to the different cultural and climatic conditions (Kaser , 2013). The varying and rapidly changing needs of women should be well addressed, while the desires of customers from different ethnic backgrounds and classes should be met.
Technological Factors
Technology is rapidly changing, and the beauty and cosmetics industry is no exception. Through technology, consumers are exposed to many products at the click of a button and therefore, innovation is vital to survive and remain competitive (Stevenson, 2016). Aggressive social me ...
1. Assignment 3 Part C Your Marketing PlanDue Week 9 and worth.docxjeremylockett77
1. Assignment 3: Part C: Your Marketing Plan
Due Week 9 and worth 280 points
For this assignment, you will conclude your marketing plan by developing your hypothetical company’s pricing and distribution strategies, and integrated marketing communications plan.
Note: You should create and / or make all necessary assumptions needed for the completion of this assignment.
Instructions
Create the third part of your marketing plan:
1. Describe or list the feedback you received on Part B of Your Marketing Plan. Explain how you will use the feedback to improve your plan.
2. Develop the company’s pricing and distribution strategy.
3. Develop the integrated marketing communications plan most relevant for your product / service and audience. Develop your message strategy. Develop your media strategy.
4. Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience.
5. Develop your online and direct marketing plan most relevant for your product / service and audience.
6. Develop your social responsibility/cause related marketing plan most relevant for your product / service and audience.
7. Use at least three academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service.
Note: Wikipedia and other websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
. Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
2. Evaluate marketing strategies used to create/communicate customer value.
d. Analyze integrated marketing communications and its relationship to advertising strategy.
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and strategy.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for new products or services.
e. Develop pricing strategies and distribution channels for products or services.
f. Develop a fully integrated marketing communications plan for products or services.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.
Running Head: MARKETING PLAN B
1
MARKETING PLAN B
6
Assignment 2: Part B: Your Marketing Plan
Chet L. Walker
Strayer University
Dr. Alex Onukwugha
MKT ...
Discover the strategies to forge authentic connections, drive sales, and boost brand awareness, even in challenging economic downturns. Unleash the power of genuine brand listening and captivate your audience with compelling content that resonates deeply. Learn the art of storytelling and emotional appeal to build unwavering trust. But it doesn't end there. Tap into the astonishing possibilities of brand listening. Identify customer needs, unlock untapped opportunities, and fuel unstoppable growth. Harness the energy of recessions to elevate your brand to new heights. Join us for an electrifying showcase of strategies to skyrocket your brand awareness, even in tough times. Engage, connect, and build a legion of loyal brand advocates through active listening.Ignite explosive discussions in our interactive session. Lead the revolution and rewrite the marketing playbook. Reshape the narrative, generate unparalleled sales, and establish your brand as an unstoppable force. Get ready to revolutionize your marketing and embark on a thrilling journey to success!
Key Takeaways:
Authenticity Reigns Supreme: In the age of deceptive tactics, it's essential to prioritize authenticity in your marketing strategy. Craft compelling content that resonates with your audience, leveraging storytelling and emotional appeal to build trust and genuine connections. Embrace Brand Listening: Unlock the transformative power of brand listening. By actively listening to your audience, you can gain deep insights into their needs, pain points, and desires. Use this knowledge to identify opportunities, innovate, and tailor your offerings to exceed customer expectations.Uncover Hidden Opportunities: Recessions provide a unique environment for uncovering hidden opportunities. With brand listening, you can identify untapped markets, pivot your offerings, and explore new avenues for growth. Embrace the challenges and turn them into stepping stones for success. Elevate Brand Awareness: Stand out from the crowd even in tough times by focusing on brand awareness. Engage with your audience, build relationships, and foster loyalty through active listening. By understanding your customers better, you can create targeted and impactful brand messaging that cuts through the noise.Lead the Content Revolution: Be a pioneer in the content revolution by prioritizing authenticity and genuine connections. Break away from manipulative tactics and embrace transparent communication. Let your brand values and purpose shine through, inspiring trust and long-term customer loyalty.Collaborative Dialogue: Foster a culture of collaboration and open dialogue within your marketing efforts. Engage in interactive discussions, seek feedback, and continuously adapt your strategies based on customer insights. By listening to your audience and valuing their opinions, you can create a feedback loop that fuels ongoing success.
Welcome to the 10th Episode of the Digital Trends!
In this episode, we are looking at marketing predictions for 2021 as well as some of the notable Ads in 2020. Enjoy!
Here is the layout,
* Quotes from Marketing Experts
* Predicted Marketing Trends in 2021
* Notable Digital Campaigns in 2020
This submission outlines a direct marketing campaign conducted by students at St. Lawrence College for a real client--Blueprint Clothing Boutique in Kingston, Ontario.
Adapting Your Social Media Strategy During COVID-19Andrea Martin
How effective has your social media been during COVID-19? As your business adjusts to re-opening, are you ready to re-engage through social media and connect with clients and prospects online?
We are pleased to share with you our presentation on adapting your social media strategy during covid-19. This presentation will walk you through an easy to follow 3-step framework to assess the effectiveness of your social media by utilizing data and insights to determine what's working and what's not, how your customers’ needs have changed, and what tools and key strategies you can use for your business to adjust, organize and pivot your campaigns by social platform to create powerful engagement strategies.
Presentation at The Decatur-Morgan County Entrepreneurial Center to teach small business owners and entrepreneurs how to use market research to define a brand, prioritize marketing efforts, and grow business.
3. Executive Summary
Sydney Steward’s road to beauty began as a student of the Aveda Institute, in August 2013, and
she officially became an Ohio licensed managing cosmetologist in January 2015. As a stylist at
the hip and trendy salon, Girl and Guy Republic, Steward has managed to retain some of her
cosmetology school and freelance clientele while also bringing in new clientele. Priding herself
in offering clients high-end glamour at reasonable prices, SSB has potential to change the face of
beauty for women of all ages. With the hustle and bustle of the everyday woman, it is hard for
them to find the time to treat themselves. In other cases, women believe that beauty is
unattainable, or in other words, too expense to obtain.
This plan is focused on increasing sales for SSB by increasing brand exposure through
promotions and marketing campaigns. With social media playing an important communication
role, this plan can attract new clientele and create a sense of brand loyalty. Promotion through
outlets, such as Twitter, Facebook and Instagram, will create word-of-mouth advertising.
With the help of online surveys, as well as, competitive analysis about the use of hair and
makeup products and services, SSB can learn what the target audience deems important and use
this information to stand out above the competition. SSB hopes to target middle-class women of
all ethnicities, ages 23-45 years of age.
To support the strategic promotional and marketing campaign, a comprehensive budget will be
created to allocate funds for hair care and makeup products, such as shampoo/conditioner and
foundation/concealer, to name a few. Additionally, funds for print media, such as flyers and
business cards will also be allocated. Outreach to online radio outlets will also be made to
increase exposure and spark interest which in turn will generate new clientele and increase
revenue for the brand.
4. Columbus, Ohio
Columbus, is the capital city of Ohio.
In 2013, the population was 822, 553; African American population was
230,314 (28%).
Estimated median household income in 2012: $43,844.
Locals in Columbus enjoy the city’s rich art culture, as well as, its growing
fashion influence.
“Columbus, Ohio ranked #3 city in the US for fashion design.”
(Source: Columbusunderground.com)
5. Situational Analysis
Desiring to market herself as her own brand, Sydney Steward of Sydney Steward
Beauty provides its customers with the full beauty experience. A cosmetologist
and makeup artist who is up on the latest trends, Steward’s services range from
“Wash-and-Go’s”, “silk presses”, “sew-ins” and customized hair color, just to name
a few, to natural and glamourous makeup looks. Due to her skill in both hair and
makeup, Steward stands out above the competition, providing her customers with
a “one-stop shop” experience; as most hair stylists in the area cannot do makeup
and vice versa. Comparable to other professional stylists in the city, Steward offers
pricing that makes her services affordable to the target that she is trying to reach.
While she is talented in working with all ethnicities and hair types, Steward’s target
audience is African-American women with naturally-textured hair, age 20-50.
These women will also be of middle-class status. Currently, Steward is making
$500/month which is lowered when you include the cost of booth rent and
products. While the desire to increase revenue is important, the lack of exposure
makes it challenging for Steward to increase her clientele; resulting in increased
revenue. Steward enlisted the services of Williams, Inc., in order to create a
strategic marketing plan that will elevate the brand to new heights.
6. SWOT Analysis
Helpful to Objectives Harmful to Objectives
Internal Origin Strengths:
•Licensed managing
cosmetologist
•Up on the latest trends
•Experience working with all hair
types
•Worked hair and makeup at
local fashion events
•Use of quality products
•Excellent customer service
Weaknesses:
•Lack of clientele
•Lack of branding
•Not generating enough sales
•Minimal exposure (No one really
knows the brand exists)
•Fresh out of cosmetology
school (Professional
inexperience)
External Origin Opportunities:
•Develop into a well-known
brand
•Gain clientele through various
marketing techniques
•Increase sales by increasing
exposure
•Demonstrate talents at local
industry events.
•Increase exposure via social
media (Facebook, Instagram)
Threats:
•Local stylists in the area
•More experienced stylists
•Customer loyalty (Don’t see a
need to leave their current
stylist)
•People relying on YouTube for
DIY ideas
7. Goals & Objectives
Goal #1: To increase the monthly revenue of SSB by 50%
Objective #1: Increase present on social media outlets.
Objective #2: Vamp up promotions
Objective #3: Get involved in the fashion/industry events
Goal #2: Increase clientele by 33%.
Objective #1: Research the products and services target audience prefer.
Objective #2: Create competitive offers and discounts
Objective #3: Utilize current clientele testimonials as a form of word-of-mouth advertising
8. Research
Two sets of surveys were conducted, using Surveymonkey.com, in order to
gain some knowledge on the products and services that are of interest to
SSB’s ideal target audience.
Hair Products
Makeup Products
10. Target Audience
Experienced in working with woman of all hair types and ethnicities, SSB
desires to market to African-American women with naturally-textured hair.
These women will be of middle class, between the ages of 20-45 years old.
The goal is to target women who can essentially afford the services provided
by SSB and become regular bi-weekly or monthly clientele. Also, women who
are in need of professional makeup for special occasions, such as wedding or
for simple glam looks for a night on the town are the ideal client for SSB.
11. Strategies
G1: To increase the monthly revenue of SSB by 50%
Strategy:
With social media being the new wave of word-of-mouth communication, it is important for SSB to
step up and make a name for itself on the social media realm. For example on Facebook and
Instagram, the majority of the images and posts are of those that other people have liked and
shared (reposted). When it comes to fashion and beauty, the same concept is especially true.
Women enjoy looking at hair and makeup trends, talking about them and sharing them with friends.
The main strategy of gaining exposure is simply to spread awareness. There is a new, fun, and fresh
stylist in the Columbus area and social media is one way to get the word out. Currently, SSB is
making about $500/month. When you factor in the cost of the hair care and makeup products
used, as well as the booth rent (which increases by $25 every month), SSB’s take-home pay or net
pay is significantly less.
12. Strategies
G2: Increase clientele by 33%.
Strategy:
In order to increase sales, you need to rely on your target audience to believe in your brand
and support you by endorsing your brand, product, or services. In order for that to happen
methods of advertisement need to be utilized, in order to pull the people in. Knowing what it
is that the people like is another important factor in ensuring that you are providing the
services and products that your target market desire.
In addition, it will be necessary to take a look at the competition, in order to see what it
working and what needs to be done to stand out. By knowing this information, SSB will be
able to attract and maintain a reasonable amount of clientele.
13. Tactics
G1: To increase the monthly revenue of SSB by 50%
Tactics:
1. In order to gain exposure through social media, we need to ensure that photos are taken of the body
of work. Whether a hairstyle is completed or a face is made up, it is vital that SSB captures the images and
post them on its various social media sites. SSB will use specific hashtags (#) used for the purpose of people
searching for images and posts with a common topic. For example, by tagging each image with #MUA,
#HairStylist, or #Columbus, this allows SSB’s posts and images to be seen by everyone who is searching those
specific words
2. Visit www.vistaprint.com and purchase business cards and flyers. In order to increase monthly
revenue, it is important for SSB to get the word out about the products and services that she offers by giving
cards to current family, friends and clientele. Also distribute promotional materials to local stores, in the
area.
3. Research industry events and become a part of the Columbus-area fashion scene. Networking at
these events and displaying talents as a stylist will open up doors for increased clientele and revenue.
14. Tactics
G2: Increase regular clientele by 33%.
Tactics:
1. To know what services and products the target markets likes, as it relates to hair and makeup, quantitative
data will be collected via two surveys. Eight multiple choice questions will be developed for both surveys, discussing
the types of hair and makeup products people can’t live without, as well as how much they are willing to pay for
said services. It is easier to service clients when you know what services and products they like. The second survey will
consist of the same questions, as it relates to makeup.
2. Looking at the competition to see what specials they may be offering their clientele will give SSB the
opportunity to adjust her promotions, in order to create competitive offers and gain more clientele. Increasing
exposure (objective #1) will also play a major role in increasing the number of clientele.
3. Review feedback and repost client testimonials and selfies. Have clientele include specific hashtags to any
photos they post, as well as include SSB in the post, making it easier for those attracted to word-of-mouth advertising
to contact SSB directly.
15. Calendar
January February March April May
Meet with
SSB to
discuss PR
plan
Inquire about
styling at the
Drauma
Fashion show
Check
advertising
fees for radio
show
Drauma
Fashion
Show—
March 21,
2015
Order
Flyers
Analyze
survey
data
Track
revenue
Track
revenue
Track
revenue
16. Budget
Paper promotions (Business cards/flyers): $200.00
Products (Hair and makeup):$200.00
Booth Rent: $200.00
Advertising fee: Still awaiting rate
Customer Promotions: (Customer Appreciation/Birthdays): $100.00
Misc. Event Registration Fees: $100.00
Incidentals: $100.00
***Note: Budget may be adjusted as project continues
17. Evaluation
In order to monitor the revenue that has come in, SSB will keep track of all monies received from
services. Knowing where she started from, this will give us an idea of the amount of increase was
received.
When new clients book an appointment, they will be asked how they heard of SSB (through word-
of-mouth, social media, flyers, etc.) This will allow SSB to see which marketing and promotional
techniques actually work to bring in new clientele.
In order to monitor social media activity, Google Analytics will be used, in order to check online
measurements associated with SSB.
Based on the information from the surveys, does adjusting some services that are of interest to the
target audience bring them back as regular customers?
*** This plan will expand over the course of six months, in order to, fully attempt to accomplish the
goals and objectives of the plan. Depending on the results, adjustments will or will not be made to
the PR Plan, in order to, guarantee the success of Sydney Steward Beauty.
18. References
United States Census Bureau. Retrieved on April 28, 2015 from
http://quickfacts.census.gov/qfd/states/39/3918000.html.
(2012). Columbus Ranked #3 City in the US for Fashion Design. Retrieved on
April 28, 2015 from
http://www.columbusunderground.com/forums/topic/columbus-fashion-
sceneor-lack-thereof.