Title Page A _______________ Campaign Plan for _____________ produced by ________________ (give agency name and list of members of the group) Submitted in partial fulfillment of the requirements for AGED 4343 (term & year)
Table of Contents Executive Summary 4 Model of the Campaign 5 Artify Direct Background 6 Introduction 6 Audiences 6 Threats and Weaknesses Previous Promotions 6 Table 1 6 Competitors 7
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Current Situation Product Line 8 Price 8 Placement 8 Table 2 8 Publics 9 Partnerships 9 Promotion Budget 9 Vision 9 Pitfalls 9
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Problem Statement 10 Strengths, Weaknesses, Opportunities and Threats Strenths 11 Weaknesses 11 Opportunities 11 Threats 11
Target Audiences Respondent Map 12 12 Graph 1 13 Graph 3 13 Graph 2 13 Interior Design Audience The Demographics 14 Age: 25-35 14 Seeks Skill Development Competitive 14 Businesses 14 First 5 Years of Career Speed of Delivery 14 is Important 14 Purchases Product 14
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for Clients 14 Self-employed 14 Time in Career 15 Age 15 Employment Status 15 Skill Development 15 Product Needs 15 Business Climate 15 Target Audience Endgame 15
Research 16 Introduction 16 Branding 16 Social Media 17 Online Advertising 18 Ecommerce 18 Conclusion 18 References 20
Goal and Objectives Goal 21 Potential Outcomes 21 Objectives 21
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Implementation 22 Strategy 22 June 2015 22 July 2015 22 August 23 September 26 October 26
Tactics 28 Evaluation Plan Prior To Campaign Launch 29 During The Campaign 31
Survey 36 Survey 37 Timeline 38 Budget 39
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Executive Summary In the spring of 2015 six students prepared an integrated marketing communications campaign for Artify Direct (previously Wholesale Art Direct) as partial fulfillment of the requirments for a Communication Campaigns in Agriculture course. The campaign will be implemented from June 1, 2015 through October 31, 2015. Artify Direct aims to increase awareness of their brand across North America with a residual affect of increased sales. The strategy and creative pieces in this plan provide an imapctful foundation for this initial introductory marketing campaign. The proposed marketing, public relations and advertising plans will use a consistent visual language created in the branding plan to move two target audiences into the awareness stage. The plan strategically places the brand in platforms that meet needs of the target audiences as well as fit the abilities of Artify Direct. Provided in the plan is the guide to the brand identity complete with a logo, logo variations, a brand pattern, three brand fonts, color sequences and a philanthropic voice. The advertising plan provides four full page print advertisements and three Facebook banner advertisements. The public relations plan provides a press release, an introduction email, a notification email, a letter and a brochure for key influencers. A website layout is provided to build a more user friendly customer interface. The plan also provides internal communication plans to ensure that employees are aware of the campaign and can answer questions that come from outside the company. By evaluating the content and platforms used in this campaign, future plans will benefit. The process and summative evaluations will measure the awareness growth among the target audiences.
Consumer Buying Stages
Awareness Consideration
Preference
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Purchase
Repurchase
Model of the Campaign
Increasing Awareness of Artify Direct Among Photographers and Interior Designers Logo
Fonts
Letterhead
Business Cards
Branding Website Manual
Pattern
Color Scheme Keep Art In Schools
Marketing
Advertising
Public Relations
Packing Tape
Print Ads
Online Ads
Media
Programs
Shipping Label
Photo Ad 1
Banner Ad1
Email 1
Photo Ad 2
Banner Ad2
Email 2
IntDes Ad 1
Banner Ad3
Press Release
Brochure
Letter 1
IntDes Ad 2
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Artify Direct Background Introduction Artify Direct, formerly known as Wholesale Art Direct, launched in January of 2015 as an ecommerce business. The business works solely as a site that provides three lines of products. First, a customer is provided access to thousands of published prints. Secondly, the customer can choose from a large number of frame options. Lastly, Artify Direct provides an opportunity to print custom photography on canvases. The published and canvases come in a variety of sizes. Audiences The company has an ability to deliver product all over North America. The product line is built to serve a variety of audiences including homeowners, contractors, designers, business owners, photographers, parents and educators. The diversity in audience groups reflects the diversity of the product. Audiences are benefitted by the product line for different but equally powerful reasons. All of the audience groups listed above desire products that provide value to their environment, stimulate memories and increase the aesthetic appeal of a room. The product line that Artify Direct provides falls between the want and the need of all of the audience groups. Some of the audiences need the products to condition customers coming in for services, some need the products to build personality in a home; either way Artify Direct is a business built to be flexible enough to meet the needs of many audiences and many needs. Threats and Weaknesses Artify direct as an online business struggles to gain visibility among target audiences. Without visibility there is a lack of awareness. Search engine results on Google.com do not yield Artify Direct as a result in the first ten pages. Instead of directly competing with purchasing SEO terms, our plan uses other push-to-web methods at a lesser cost. Previous Promotions There are minimal promotional activities due to the short lifespan of Artify Direct. Table 1
Facebook Twitter Community Size 75 2 Posts 9 5 Highest Engagement Level 3 2 Social media presence January through February 2015. The social media presence of Artify Direct compared to the activity in the industry proves to be ineffective. In the month of January 2015 alone there were 3,500 mentions of “custom canvas” and 29,000 mentions of “canvas art” (Topsy Search, 2015). During December of 2014 a mailout offering a discount was sent out to regions to promote Artify Direct. 3
Competitors Artify Direct operates in a unique position between online competitors who compete for promotion space with a cheaper product and lesser quality and with storefronts that are able to display the product for customers to touch and understand the dimensions. Shutterfly, Walmart, Art.com and several other competitors sell canvases at a much cheaper price online. The list of storefronts that sell equal quality product and frame options is enumerable but promotes in a different way. For the purpose of promotion this campaign will focus on the quality of the product to compete with the other online art companies.
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Current Situation Product Line The product line meets the needs of the mission quite adequately given the short lifespan of the company. The product is diverse and customizable so that customers can easily find the right product combination to meet their individual need. Artify Direct has avoided the “one size fits all” product line and even provided a product that is a one-time print option. (Referencing the upload your own option) The primary issue related to the product line is that there is limited published prints in-stock meaning that not all customers receive the same 72 hour delivery. Price The average price at checkout is $125 according to the first meeting with the owners. Artify Direct provides a premium product for their price. Currently, the price is listed inconsistently on the website depending on the product line. Furthermore, the price at checkout is higher than the price listed in the gallery because of implied add-ons such as frames and glass. For example, a print that is listed at $54 in the gallery with normal add-on of frame and glass is $244.56 at checkout. This price change is not apparent while choosing the add-ons and could potentially cause a lack of trust in the company. Placement Placement in e-commerce can be described in a large amount of ways. Currently Artify Direct (formerly Wholesale Art Direct) doesn’t land in the first ten pages on a Google search for “framed art”. This creates an immediate issue for an online business since Google is the leading search engine in terms of usage according to eBiz MBA (Top 15 Most Popular Search Engines- April 2015, 2015). The Artify Direct product lines are placed solely on the website. The current website statistics are listed in Table 1 (Wholesale Art Direct New Stats, 2015). Table 2 January February Hits to purchase page 277 288 Total hits 2538 2517 Most popular hour 11:00 1:00 Google referrals 28 48 Data accessed April 26, 2015 via www.wholesaleartdirect.com/newstats The product is divided on the website into separate galleries. The home page opens directly to the “custom print” tab. There are three other tabs to different product lines across the top of the page. There is “Custom Canvas”, “Framed Art for Sale” and “Prints for Sale”. The products are listed on the pages in unlined columns. The most relevant issue with the placement of the products is that they are listed on a website that is invisible to the target audiences.
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Publics The owners of Artify Direct are also the owners of another company in the art industry that has been in existence since 1999. Their experience and understanding of the art industry has led them to start this online sales business. The owners have requested that the marketing plan not incorporate the traditional small business tactic of persona branding. Outside of the owners, very few employees have external contact. Internal communication is simple and has a low strategic need because of the close relationship the owners have with the staff. Employees are responsible for incoming calls, packaging product and customer service. The employees will be responsible for implementing this campaign. Because the customers of Artify Direct are at distance, there is a lack of relationship building associated with companies that have a storefront. Customer perception of the company is driven by the company’s performance and product, not by relationships with people. Partnerships Artify Direct has license agreements with Galaxy of Graphics, Penny Lane Publishing, Gango Editions, Cap and Winn Devon publishers. These agreements allow the company to provide customers with a substantial variety of products. Without the license agreements, Artify Direct would be incapable of meeting the needs of the audiences. Outside of the publishers’ agreements, Artify Direct doesn’t have any social or corporate partners in promotion. Aligning the brand with outside partners can help raise awareness in the long term. Promotion Budget In the first meeting with the owners of Artify Direct, the marketing budget was set to $7,500 a quarter. Based on the average checkout price that was quoted, that would be 60 prints a quarter. Annually Artify Direct would need to sell approximately 1,200 prints ($150,000) to cover the cost of marketing at $7,500 a quarter. Vision The owners’ vision is that customers will have access to a product line that meets their needs in a time span that will build confidence and inspire repeat purchases. Pitfalls Competitors seem to have websites that are more user friendly, easier to find and lower prices. Without a storefront, Artify Direct will struggle to gain attention online. The owners expressed the understanding that it is difficult to portray dimensions and aesthetic quality on a computer screen during the intial meeting.
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Problem Statement The target audience has a lack of awareness of the brand and of the product line. The commercial and social marketing cycles both would suggest that repeat purchasing is unachievable without increasing awareness first. This problem would best be addressed by conducting an institutional and promotional campaign simultaneously. Without brand recognition the product line promotion could potentially push the target audience to find competitors instead of Artify Direct. Lack of awareness provides opportunity because there are no preconceived notions about the company. This issue is simply a result of a short lifetime with service to a large geographic area. This campaign will provide information to professionals who are likely to make repeat purchases.
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Strengths, Weaknesses, Opportunities and Threats Strenths Weaknesses Opportunities Threats
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Target Audiences Researching an audience yields a high level of transparency, how to properly identify brand assets and how to measure success are concerns of a business that is planning on implementing an online branding campaign (Yan, 2011). The Network Co-Production Model suggests that marketers should influence opinion leaders and recognizes that there is direction when talking about the exchange between the consumers (Sernovitz, 2006). This model is based on the importance of consumer networks as well as the importance of word of mouth communication. A link to a survey was shared through social media to guide the campaign through data about professionals in photography and interior design. Because Artify Direct operates solely online, it was important to the integrity of the data that it only be collected online to remove speculation of consumer access to the product line. The map below illustrates the zip code of 307 of the respondents to the survey. In addition to these, there was one respondent in Hawaii. Respondent Map
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Photographer Audience Graph 1
Graph 2
74% of photographers surveyed have sought education, workshops or trainings during their career. This guided the campaign in understanding audience access.
59% of photographers surveyed identified as self-employed. This guided the campaign in adopting a business to business model.
Graph 3
When asked “how many custom canvases have you ordered for clients in the past six months” one respondent said HUNDREDS while others replied more than FIFTY. This
suggests that there is a PLACE in the market for Artify Direct.
70% of photographers surveyed don’t normally order custom canvas for their clients. However, of the 30% that did numbers fluxuated as high as “hundreds” of prints ordered in the last six months. 10
Interior Design Audience The survey didn’t yield strong data for this audience. It is assumed that this may be due to the small sample size and limited access to true industry professionals. The audience was still selected for this campaign due to the similiarities it shares with photographers. By selecting an audience that is so similiar the same communication channels and promotions can be used for different product lines. Everything that has been created targeting photographers can easily be adapted to target interior designers. The Demographics To optimize impact, the same demographic data will be used for both audiences. Because of the geographic diversity of the audience, these are the demographics that were determined to be the most relevant in the communications plan.
First 5 Years of Career
Age: 25-35
Self-employed Seeks Skill Development Speed of Delivery is Important Competitive Businesses Purchases Product for Clients
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Time in Career This campaign targets early career professionals because one of the clients goals was to move the audience into the repurchase phase of the consumer buying stages. By increasing awareness among photographers and interior designers in the first five years of their career, the campaign will have the greatest impact at positioning the audience on the track to repurchase. Age Selecting this age demographic is important for determining communication channels. According to the “Golden Age of Youth�, a study by Viacom Brand Solutions International, 25-34 year-olds are happier, and more confident, secure and gravitate toward premium, understated and often luxurious brands and experiences to affirm their identity. This affect is consistent in their business practices. Employment Status Self-employment requires individuals in the target audience to be decision makers and ensures impact longevity of the campaign. The psychographics of individuals that are self-employed suggests that they are business minded and would be conditioned to build a process into a routine. Ordering product online for customers can be that process. Skill Development Due to the fluidness of entry and exit in the photography and interior design business, it was important to select a subset of professionals with high accessibility. Because of the interest in skill development, individuals subscribe to publications, study in educational programs and attend workshops with non-profit groups. Building partnerships with these groups and running advertisements in these areas can optimize visibility and increase awareness of the brand. Product Needs By targeting these audiences, Artify Direct is offering young professionals an opportunity to amplify their credibility in the business by offering high quality product to their clients. Due to the movement towards return purchase, the audiences need ease of ordering, speed of delivery and a consistent product line. Artify Direct meets all of these needs. Business Climate Photography and interior design are highly competitve skill based careers. These professionals struggle to be the best in their skill and to gain the attention of their target audiences. For this reason, Artify Direct provides a high quality product. However, the company can also help the audiences gain the attention of their clients on Facebook and Pinterest by providing original, sharable content. Target Audience Endgame Offering Artify Direct products to clients is an easy and fast way to diversify their services. From a social marketing scope, changing the publics perception that a standard photography and interior design service includes custom framing or canvas starts with moving the audiences into contemplation (awareness of the brand). 12
Research Introduction As the cornerstone to the marketing efforts of Artify Direct, this campaign is built to increase awareness of the brand and product line. This dual effort encompasses all three parts of the social marketing mix of public relations, marketing and advertising (Weinreich, 2011). This report surveys peer reviewed (academic) articles and industry relevant sources such as blogs and reports. The strategy that guided the creation of the creative pieces is a derivative of the following literature. Branding Brands serve several valuable functions. Brands are markers of what the firm offers and the quality of the firm’s product (Keller & Lehmann, 2004). A brand is more than a name. Branding includes a slogan, packaging and logos/symbols. When branding a company, there must be a reason for every decision made (Keller & Lehmann, 2004). Brand extensions occur when new products are brought onto the market. A few bases to cover are competence and image based. The consumer must understand that the new product is from the firm represented and the image of the company must be present (Keller & Lehmann, 2004). Evidence suggest that there are three phases of creating a brand (Lamson, 2013). A brand, an identity and a logo are all imperative to developing a strong branding plan. The perceived image and subsequent emotional response to a company is the brand. The identity describes the visual devices used to represent the company, while the logo is a central and identifiable visual element that helps customers discover, share and remember a company’s brand (Lamson, 2013). The identity of the brand creates a visual language around the logo. Style guidelines protect the identity of the company. Style guidelines are in-depth rules about logo usage, styling and layout (Lamson, 2013). The guidelines should include a strategic brand overview, logos, spacing, colors and fonts (Neville, 2010). Every logo that is acceptable for the company to use should be incorporated into the style guide. Spacing is used to keep the true white space of the logo consistent. Neville (2010) suggests using a web ready font for all communications to avoid confusion. If you choose to not use a web ready font then an alternative font should be placed on the style guide that is web ready. The branding guide should be in a format that is easy to change during rebranding. It is important to format the guide with a cover, visual appeal and contact details. “Monitoring and rebranding come after the brand has grown and the company has launched a successful campaign,” (Lamson, 2013). According to Saracino (2015) there are four common mistakes that marketers make when measuring brand awareness. It is primarily important that the company make a decision of exactly what brand awareness means (Saracino, 2015). With an unclear goal for brand awareness, the campaign can be ineffective in increasing awareness. Expecting too much growth from your content can be equally dangerous to the campaign, according to Saracino (2015). Your content needs to appeal to a large number of people, be measured by few metrics and lastly direct conversions usually aren’t a good metric for measuring brand awareness (Saracino, 2015). Earning free media (evidence of increased brand awareness) is “partly strategy but also a numbers game.” Content needs to relevant to as many people as possible while still being consistent with your brand identity. “You should measure your brand awareness by determining if consumers are contributing to conversations, direct or indirect but using direct conversations as short-term success metric can lead to failure (Saracino, 2015). Saracino (2015) further narrows the evaluation process by claiming that if brand awareness increases aren’t reflected in increased sales than your campaign didn’t necessarily fail but may need to be followed by a promotional campaign. “It is important to stick it out throughout your campaign before making the decision to change strategies” (Saracino, 2015). “Small actions can make a big difference,” (Manwani, 2013). No matter how small a positive action a business takes, if it is in-line with the company’s values and beliefs and the values and beliefs of the community in which they serve people will take notice and a positive change will be made (Manwani, 2013). Businesses 13
like Microsoft have found that actively supporting their community was having unpredicted positive benefits (Leberecht, 2012). Leberecht (2012) emphasized that supporting the community becomes part of a brand when done over a long period of time. Online branding gives the opportunity to establish the differences between your company and your competitors but in a controlled manner. With social media like Facebook, Twitter and Pinterest, company’s public relations departments are able to gradually or directly change the image of the business (Yan, 2011). Feedback can be collected and analyzed directly from the customer and implemented into the business as a cost efficient evaluation of branding. Social media allows organizations the opportunity to find out what their audience wants from them (Yan, 2011). Tim Leberecht (2012) said, “Your brand is what other people say about you when you are not in the room.” Social media gives businesses the opportunity to watch the conversation without being in the room. “Audiences can help develop the brand strategy, providing real feedback on how it’s working” (Yan, 2011). Social Media “Social media is being hailed as the next media for marketing” (Yan, 2011) Businesses are able to use social media as a way to bypass mainstream media and formulate exact messages. Social media provides a platform for CEOs and other decision makers to talk directly to both customers and shareholders. With an evolved social marketing plan a business can allow the customers to steer the business in the direction that best serves them (Yan, 2011). Honesty is a cornerstone of a social network branding operation. False brands will be uncovered; being disingenuous and proven wrong will directly hurt the image of a company. If social media engagement is sincere it can break previously known philosophies about the organization (Yan, 2011). When a business makes a poor decision their customers and employees are now able to directly criticize that action, whereas that option did not exist before (Leberecht, 2012). Social media shouldn’t be an area of fear for business though. Professionals seek their colleagues for advice, which in this generating ends up happening online (Kozinets, Valck, Wojnicki, & Wilner, 2009). Facebook is obviously more compelling for consumers than for businesses. However, behind every business are consumers. “Looking at the number of Likes on your Facebook Page without analyzing other engagement and conversion metrics is not going to win you more business,” (Walter, 2012). Using Facebook insights can help to trace an audiences preferences and demographic data compared to Facebook as a whole or track which user segments you’re reaching and engaging with most often (Harper, 2014). The five steps to business to business success on Facebook can help to build an online community and create a voice. First, a fan base must be built. Second, engaging content should be shared to the page so that the community continues to grow. Harper (2014) wrote, “your tone, the type of content you share and even the way you target advertising will be different on Facebook.” Balance is important to remember when choosing business and rapport building content (Harper, 2014).Third, every possible opportunity to capture leads should be used (Walter, 2012). However, Harper reminds content curators that the key is to “avoid the hard sell on your page” by creating and curating a healthy mix of content that takes your users on a journey with your brand over time. Fourth, the content should have personality. The brand image should remain consistent on the page. Finally, amplify your impact and grow your audience through advertisements (Walter, 2012). Even with the right audience and the right content, the timing of the post can minimize engagement (Harper, 2014). After launching a Facebook page, Facebook Insights can illustrate the highest engagement hours with the audience. Flexibility in the social media plan 14
is important. The key to a strong Facebook strategy is to use analytics already at your disposal: Facebook Insights, Google Analytics or sales data. Facebook may be a powerful tool in reaching small business owners, however, Pinterest is uniquely friendly to certain forms of e-commerce (Bercovici, 2013). “Eave ‘pin’ that a user attaches to one of his or her interest boards is worth, on average, 78 cents in additional sales to the brand whose merchandise is featured,” according to Bercovici (2013). Website visits from users coming from Pinterest yield 55 cents apiece in revenue, while Twitter yields only 44 cents and Facebook yields 93 cents (Bercovici, 2013). Pinterest also has a benefit of a longer half-life of a pin unlike Facebook status updates or Tweets. A full 50% of visits driven by pins take place after 3.5 months, and 50% of orders happen after 2.5 months. Content curation can be especially difficult for Pinterest. A strong starting point for your Pinterest account is the 5+5+2 rule (Megginson, 2013). This rule states that you should develop five boards for things the audience is known to love, five boards for things the audience struggles to find and two boards centered on the company. Don’t only pin the company’s content. Pinterest users do not want blatant advertisements so pin articles related to your sector, interesting images, funny memes and mix in the company’s products and articles (Megginson, 2013). Megginson (2013) said to always have a secret board that you can save content for the future on. Online Advertising The most important and crucial component of any communication process is the message, however, not all social marketing focused campaigns position the message at the center (Mattson & Basu, 2010). Companies have to get their message across to consumers and the old methods of interruption and repetition are not effective any longer (Ignatius, 2013). Advertising can be difficult because there are so many platforms available to reach customers (Ignatius, 2013). Hightening the communication components (channels) increases the effectiveness of the campaign (Mattson & Basu, 2010). “Whether you’re trying to increase page likes, send traffic to your website or boost your reach, the goal of any advertising campaign is to attract the right people while maximizing your ROI. Facebook makes that easy with their ad targeting options,” (Harper, 2014). “Facebook, by leveraging word of mouth marketing and viral marketing, can enhance brand image and brand equity, thereby enhancing consumers’ intention to purchase,” (Dehghani & Tumer, 2015). In order to optimize their Facebook advertising, managers should provide incentives and promotions to encourage their community to pass on the message (Dehghani & Tumer, 2015). Ecommerce The art industry generates up to $66 billion a year (Griffith, 2015). Artsy is a fine art online sales site that with over 300,000 downloads on their mobile application. Almost 70 percent of participants in a UPS commerce study indicated that they preferred shopping online (Rampton, 2014). Online art connects everyday consumers to published art works (Griffith, 2015). The key to marketing an Ecommerce business is to tell stories that your target audience can relate to (Rampton, 2014). There are four general rules to marketing an online business. The first is to develop collaboration and strategic partnerships early. Collaboration allows the opportunity for verbal dialogue and relationship building. Second, making sharing an integral part of what makes the buying experience fun, rewarding, meaningful and exciting for consumers. In addition to having sharable content, build relationships with influencers. And finally, produce content that rivals the effectiveness of your competitors (Rampton, 2014). Content should focus on eliminating some of the greatest challenges facing ecommerce businesses. Feel and touch is a normal consideration when purchasing products in a store front. Online sales don’t allow for feel and touch (Nagaty, 2010). Furthermore, trust is a disadvantage of most ecommerce business models (Nagaty, 2010).
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Conclusion In conclusion, the research identifies that a consistent brand, complete with image and voice, must be established that builds rapport with influencers in the art industry. The public relations and advertising portions of this integrated marketing and communications campaign will be seated in social media as this is the first campaign the company has implemented. A philanthropy will be chosen that complements the core values of the business to provide community buy in. The target audiences are engaged in these communication channels and are receptive to messaging on these channels.
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References Bercovici, J. (2013). Study Finds Pins On Pinterest Drive Sales and Have Legs. Forbes.com. Dehghani, M., & Tumer, M. (2015). A Research on Effectiveness of Facebook Advertising on Enhancing Purchase Intention of Consumers (Vol. 49, pp. 597-600). Computers in Human Behavior: Elsevier. Griffith, E. (2015). A Bold, New Direction for the Fine Art Industry: Online Sales. www.Fortune.com. Harper, B. (2014). How to Make Your Facebook Marketing Work for B2B. Ignatius, A. (2013). Advertising is an Art--and a Science: Harvard Business Review. Keller, K. L., & Lehmann, D. R. (2004). Brands and Branding: Research Findings and Future Priorities. Kozinets, R., Valck, K., Wojnicki, A., & Wilner, S. (2009). Networked Narratives: Understanding Work-of- Mouth Marketing in Online Communities (pp. 71-89). Journal of Marketing. Lamson, G. (2013). Designing a Brand Identity: Creative Market. Leberecht, T. (2012). 3 Ways to Usefully Lose Control of Your Brand: TED Global. Manwani, H. (Writer). (2013). Profits Not Always the Point. TED @ BCG Singapore. Mattson, M., & Basu, A. (2010). The Message Development Tool: A Case for Effective Operationalization of Messaging in Social Marketing Practice (Vol. 27, pp. 275-290): Health Marketing Quarterly. Megginson, M. (2013). 32 Do’s & Don’ts for your Pinterest Marketing Strategy [A B2B approach of developing a Pinterest approach.]. Nagaty, K. A. (2010). E-Commerce Business Models: Part 1. Neville, K. (2010). Designing Style Guidelines for Brands and Websites. Smashing Magazine. Rampton, J. (2014). 4 Fundamental Strategies for Launching a Successful Ecommerce Startup. Retrieved April 27, 2015, 2015 Saracino, A. (2015). 4 Mistakes People Make When Measuring Brand Awareness (And How To Avoid Them). blog.hubspot.com/marketing/mistakes-measure-brand-awareness. Sernovitz, A. (2006). Everything You Need To Know About Word of Mouth Marketing. Inword of Mouth Marketing: How Smart Companies Get People Talking: Creative Commons Attribution. Walter, E. (2012). How B2B Marketers Are Successfully Using Facebook. Weinreich, N. K. (2011). Hands-On Social Marketing A Step-by-Step Guide to Designing Change for Good (2 ed.): Sage Publications. Yan, J. (2011). Social Media in Branding: Fulfilling a Need (Vol. 18, pp. 688-696). Journal of Brand Management.
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Goal
Goal and Objectives
This campaign will increase awareness among photography and interior design professionals. The first stage of the commercial marketing cycle is awareness. This campaign will move individuals into the awareness stage with a long term residual of increasing sales. Potential Outcomes Potential outcomes for this campaign include increased sales, free media coverage, and customer loyalty. This campaign will create a brand identity and visual language for Artify Direct. A likely outcome is that this campaign will enhance the audience analysis to include greater detail through evaluation and partnerships. Greater than the tangible outcomes is the social impact that this campaign may yield. This campaign suggest that offering custom framing and canvas products is an opportunity to better serve photography and interior design clients. Objectives Website Hits: 5,000 total hits per month Behavior: The target audiences will visit the website and view the gallery pages of the website. Condition: The push to web process will be initiated via Facebook, Pinterest, print advertisements, free press and a brochure. Standard: They will visit the website because it meets their needs (speed of delivery, ease of ordering and consistency). Social Media Engagement: 60 unique engagements per month on Facebook Behavior: The target audiences will engage with the Artify Direct Facebook page by sharing content, commenting on posts or liking posts. Condition: Pinterest will build interest and condition the online community to engage with the content. The Facebook content that has been prepared ranges from static photography to videos and statuses. Standard: They will engage with the content because it helps to promote them as a professional and build their credibility in social media. Promotion Codes: 30 promotional code uses for each code Behavior: The 30 unique IP addresses will use each of the promotional codes during the purchasing process. Condition: Facebook, brochure and print advertisements will contain unique promotion codes that will be limited to one use per IP address. Standard: They will use the promotional codes because of the discount. However, this idea that there are promotion codes in advertisements will condition the audience to actively seek out other codes in other platforms.
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Strategy
Implementation
The creative materials for this campaign all were designed to raise awareness of Artify Direct among the target audiences previously discussed. The dissemination methods are outlined below. June 2015 Website updating The office manager will send the website manual to the web designer with a completion date request of June 20, 2015. The Website Manual is found on the USB at Branding>WebsiteManual>Spread. This should take place on Monday June 1, 2015. The purpose of this creative piece is to help the website designer update the aesthetic appeal of the website. The spread document is a PDF that provides a layout and supporting text to emphasize the strategy behind specific portions of the layout Preparation of brand materials The office manager will send the business card and the letterhead to Falls Printing via email (salesteam@fallsprinting.com). The files should be sent on June 3, 2015. The files are on the USB at Branding>ExternalPieces>BusinessCard.PDF and at Branding>ExternalPieces>Letterhead.PDF. Call 208-5231500 to ensure the files were received on June 4, 2015. The purpose for this is to ensure that the supplies are available around the office as they are needed to promote brand consistency. Internal branding readiness The office manager will write an email to employees introducing the branding change. Attach the following pieces: Style Sheet (Branding>Style>StyleSheet) and Artify Direct’s Guide to Consistent Branding (Branding>Style>ConsistentBrandingGuide). This communication should take place on June 8, 2015. The purpose of this email is to make sure that any employee communicating externally are aware of the proper style and use of design pieces. The strategy is that consistent design elements will help increase awareness because of ease of recognition. July 2015 Website update completion The office manager will communicate with the designer to ensure that the update will be finished by July 20, 2015. The manager should do this on July 2, 2015. This communication is important so that the campaign can be adjusted for delays in completion. Pretest advertisements with provided contact lists The office manager will use the advertisement evaluation plan in campaigns book to complete this task. This should commence on July 7, 2015 and be completed by July 24, 2015.
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Campaign Readiness Meeting The owners, office manager and social media director should meet and review the external pieces of the campaign. Review all contents in the Advertising Folder, Public Relations Folder and Social Media Folder on the USB. This meeting should occur July 20, 2015. The purpose of this meeting is to ensure that all involved in implementation are aware of the content that will be disseminated in the following months Internal communications about social media Employee social media plan summary and opportunity for engagement should be shared with all employees by the office manager. The Employee Engagement Plan can be found at SocialMedia>EmployeeEngagementPlan on the USB. This should be shared on July 20, 2015. The purpose of this internal communication is to spur employees to share the facebook page and talk about the company on their own social media accounts. Furthermore, it is important that employees understand the appropriate way to interact with Artify Direct on social media since social media is a key piece of this campaign. August Educators emails and mail outs One of the owners will send Email 1 to the contact list provided. Email 1 can be found on the USB at PublicRelations>EducatorsAwareness>Email1. The contact list can be found at PublicRelations>EducatorsAwareness>ContactList. This email should be distributed on August 3, 2015. The purpose of this email is to precondition educators to Artify Direct branding. The date is chosen to target the educators before they begin their fall semester. On August 17, 2015 the same owner will send Email 2 to the same contact list. Email 2 can be found at PublicRelations>EducatorsAwareness>Email2. The purpose of this piece is to introduce the physical mail out and to highlight some of the product line. The office manager will send the brochure and the letter to Falls Printing at salesteam@fallsprinting. com. Call 208-523-1500 to confirm that they received the files. The brochure can be found at PublicRelations>EducatorsAwareness>Brochure. Enclosed in the envelope with the brochure will be the letter found at PublicRelations>EducatorsAwareness>Letter. This mailout will be the brochure folded inside of the letter stuffed into an envelope. The envelope should be hand addressed with the addresses from the contact list Educators contact list is found at PublicRelations>EducatorsAwareness>ContactList. The office managers will send the mail outs through physical mail using the same contact list on August 17, 2015. The purpose of this campaign element is to provide a hard copy of information that will be shared with students. The strategy here is that teachers in interior design and photography will see potential for incorporating Artify Direct into their courses, further raising awareness in the target audiences. Facebook Hootsuite (a third party social media software) is set up to begin posting on August 1, 2015. A guide to the software is included in the supportive materials of this plans book. The social media director will monitor the platform and follow the guidelines in the supportive text to engage with the community. The guide to community engagement can be found at SocialMedia>Facebook>Content>GuideToEngagement. An excel spreadsheet of upcoming content is provided for the director to review and approve prior to August 1, 2015 at SocialMedia>Facebook>Content:Rotation. The content used to set up the page can be found at: SocialMedia>Facebook>Format:AboutUs, SocialMedia>Facebook>Format>CoverPhoto, SocialMedia>Facebook>Format>ProfilePicture. Evaluation of Facebook is outlined in the Evaluations section of this plans book and begins on August 15, 2015. 20
Pinterest A Pinterest business account has been set up and content has been loaded. The social media director will be responsible for growing the account further. The Evaluations section of this book further explains how to use analytics to choose content. Press release distribution o The office manager will send the press release to ___________________ pulbications. The contact people for these publications. PublicRelations:PressRelease:PressPacket o The contact people are: Publication 1 • Person • Phone • Email Publication 2 • Person • Phone • Email Publication 3 • Person • Phone • Email Publication 4 • Person • Phone • Email Publication 5 • Person • Phone • Email Publication 6 • Person • Phone • Email o These releases will be be sent on September 3, 2015 o The purpose of this packet is to establish media relationships and earn free media. Print advertisement placement The office manager will send advertisements 1 and 2 to the publications listed below. You will send the advertisement in _______ format. The advertisements can be found at Advertising>Advertisement1 and Advertising>Advertisement2. o The contact people for these publications are listed below: Publication 1 • Person • Phone • Email Publication 2 • Person 21
• Phone • Email o Advertisements should be placed on August 7, 2015 o The purpose of these advertisements is to push photographers to the website to order framed prints o Also, on August 7, 2015, the office manager will send advertisments 3 and 4. Advertising:Advertisement3 Advertising:Advertisement4 o Publications: Publication 1 • Person • Phone • Email Publication 2 • Person • Phone • Email Banner advertisement placement The social media director will place the banner advertisement using Facebook advertising. The Facebook advertisement should be placed on August 25, 2015. Step by step instructions: 1. 2. 3. 4. 5. 6. 7.
Left click on the down arrow on the far right of the Facebook menu Click Create Ads Click Send people to your website Type Artify Direct’s website address in the box that says Enter URL to promote and click continue Scroll down to: STEP 3: CREATE YOUR AD SET Set the age to 18 to 30 In the interest box type these keywords: • Artist • Photographer • Photography • Typography • Visual Arts • Interior Design • Fine Art • Online Shopping • Home Decorating 8. In the behaviors box type these keywords: • Arts and cultural • Photo uploaders • Technology early adopters • Educators • Student • Mobile Device User • All mobile devices • Smartphone owners • Smartphones and tablets • Home renovation • High-end home décor 22
• Home furnishing and accessories • Residential profiles • Recent homebuyer • Recent mortgage borrower • Recently moved 9. Scroll down to: How much do you want to spend? 10. Change the Per Day tab to Lifetime budget 11. Set the dollar amount to $500 12. Click the Start Date box and find September 1 on the calendar and click it. 13. Set the Time to 12:00 AM 14. Click the End Date box and find October 31 on the calendar and click it 15. Change the Ad Set Name to: Young Professionals/ Interior Designers and Photographers 16. Scroll down to: STEP 4: CREATE YOUR AD: How do you want your ad to look? 17. Make sure the: A single image in your ads option, is clicked. 18. Scroll down to: Choose different images to create multiple ads 19. Delete the default image by clicking “x” on the top right of the image 20. Click the “+” to upload 21. Upload Banner Ads 1, 2, 3…. The files that are labeled Facebook 22. Scroll down to: What text and links do you want to use? 23. Under the Connect Facebook Page tab, find Artify Direct 24. The Headline should say Artify Direct 25. Type Shop online at Artify Direct for frames and canvas. Create custom art or purchase from our gallery in the Text box 26. Click Place Order September Launch sales survey This survey is outlined in the Evaluation Plan. The office manager will contact the website designer September 1, 2015 to share the survey details and schedule its launching for September 15, 2015. Promotional code evaluation begins The Evaluation section outlines how to fulfill this task and track the data. The office manager will be responsible for tracking promotional code data on September 30, 2015 and October 31, 2015. Pinterest evaluation continues Pinterest evaluation will be conducted in accordance with the Evaluation Plan. Facebook evaluation continues Facebook evaluation will be conducted in accordance with the Evaluation Plan. October Pinterest evaluation continues Pinterest evaluation should be conducted in accordance with the Evaluation Plan. 23
Facebook evaluation continues Facebook evaluation should be conducted in accordance with the Evaluation Plan.
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Evaluation Plan This plan includes actions to be taken in June-October of 2015. It is recommended that all the data gathered through these procedures be compiled into a series of excel sheets so that future campaigns may be guided through your findings. The spreadsheets can be found on the USB under “Evaluation”. Prior To Campaign Launch On June 1, 2015 send photography advertisement 1 and 2 to the following email addresses. Simply let the recipients know that their opinion is valued and that you would like their advice on the ads. Let them know the ads will be placed in photography-focused magazines. Make sure you blind carbon copy the recipients to protect their confidentiality. This list of email addresses are to individuals who participated in the original online survey and identified themselves as photographers. justin.green@go.tarleton.edu Stephen@ironsidephotography.com cynthia@5hphotography.com Rebeccastarkphoto@yahoo.com kbpruitt@uark.edu hayley.jernigan@gmail.com k.immel95@yahoo.com meship4@gmail.com tcage1@earthlink.net ronald.mooney@sbcglobal.net btcoffee@uark.edu lxt018@uark.edu eyevans14@gmail.com leeannhphotography@yahoo.com Kecherm@gmail.com victormccunephotography@hotmail.com grant@thinkadvertising.com photo_manmatt@yahoo.com Info@iloverkd.com doubledee80@live.com jasonmckibben@gmail.com Courtney@Brashears.com nat693@gmail.com Our team recommends you attach the advertisements as PDF’s and use a service like www.surveymonkey.com to ask these questions: 1. What does Artify Direct sell? a. Framed Art b. Brushes c. Paint d. Chalk 2. As a photographer, would you use Artify Direct? a. Yes b. No
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3. Did you understand that Artify Direct has an option to upload photography and print on canvas in a 72-hour turn around? a. Yes b. No 4. Is this the type of advertisement you would find interesting in your favorite magazine? a. Yes b. No 5. What is your favorite photography related magazine: {Provide a box for respondents to type into} Repeat this same process with interior design advertisements One and two to the following email addresses provided by respondents in the original online survey. Tamara.k.tollison@ttu.edu Robyn.davies@me.com Kecherm@gmail.com nclindsaya@yahoo.com mcp003@uark.edu Beth@idbp.net Courtney@Brashears.com Adapt the questions to read as: 1. What does Artify Direct sell? a. Framed Art b. Brushes c. Paint d. Chalk 2. As an interior designer, would you use Artify Direct to purchase art for homes? a. Yes b. No 3. Did you understand that Artify Direct has a turnaround of 48-72 hours for in stock items? a. Yes b. No 4. Is this the type of advertisement you would find interesting in your favorite magazine? a. Yes b. No 5. What is your favorite interior design related magazine: {Provide a box for respondents to type into} See the excel spreadsheets in the Evaluation folder on the USB. The photographers’ sheet has an example of 27
one way you may choose to track the data for this type of survey. Using this method may yield low response rates. However, because this contact information was provided to us during our market research, these respondents have exhibited a likelihood of response. This data will help you know if the target audiences comprehend the messages, understand the relevance, find the messages noticeable and have increased knowledge. We know this will test these variables because of the lack of exposure the brand has had prior to this campaign. The advertisements are provided in Indesign and PDF files on the USB. Make adjustments during the month of July so they will be ready for sending to publications in August. During The Campaign Social Media Because the goal of this campaign is to increase awareness of Artify Direct, you will measure exposure, influence and engagement during the campaign. These will be tracked specifically on social media. Facebook will be used to determine the growth-rate of awareness using these three types of analysis during the campaign, while pinterest is tracked monthly as a summation of the campaign. From the Facebook page (while signed in as an administrator) you will click the word “Insights.� The first insight you will track is under visits and at the bottom of the page under the external referrers tab. This is a graph that outlines how many people are getting pushed from the website to the Facebook page. This is important because social media can evolve into a key piece of turning customers into return shoppers. You will also track reach. Facebook insights will provide you an organic number and a paid number. You can boost a post by paying for more of your target audience to view it. This is not recommended in this campaign because data is needed from Pinterest analytics to know which posts are the best posts to promote. On the overview tab of Facebook Insights, there is a box devoted to engagement. You will track the number of people who are engaging with the page due to the goal of this campaign. Finally, tracking your net likes will provide you a growth-rate. This insight will also show you when you lose likes. This is important in understanding what content is a nuisance to your community. All Facebook Insights should be documented in the excel spreadsheet on a biweekly basis starting August 15, 2015. The Engagment Insight is a success tracker of one of the objectives. The other Insights will assist in the development of future campaigns by understanding more about audience preferences. Website On September 20, 2015, have the website designer launch the following survey following the completion of every sale. The web designer should set up the survey to only activate for each IP address one time. This will protect customers from receiving the survey multiple times. In question one the four main answer choices will be displayed. When a respondent clicks on an answer choice, then a text box will appear for the respondent to write the name of the name of outlet that they received information from. 28
1. How did you find out about Artify Direct? a. Search Engine: Which search engine were you using? {Provide a box for free text} b. Social Media: Which social media network were you on? {Provide a box for free text} c. Print Advertisement: Which publication were you reading? {Provide a box for free text} d. Other: {Provide a box for free text} 2. How would you rank your experience on ArtifyDirect.com? (1=Bad, 5=Great) Use a scale (a feature of surveymonkey.com) 1 5 3. Would you recommend Artify Direct to a friend? a. Yes b. No Finish the survey with a thank you from the owners. This data will not be kept in the excel spreadsheet because the website should provide you an opportunity to download a summary of the data. This data is designed to evaluate both promotional pieces and general brand reputation. Moving forward from this campaign, Artify Direct needs to have some measurement of their reputation in order to alter content to meet the needs of the audiences. After The Campaign Website The website manual explains the promotional codes will be used on the sales page. Starting on September 31, 2015, promotion code usage should be checked monthly from a report generated from the website analytics to evaluate which creative pieces were effective in reaching the target audiences. The last day of each month is when this data should be recorded. This method of evaluation will also help you understand which products the two audiences are most interested in purchasing. The promotional codes have been strategically selected to be similar but to minimize accidental keystrokes that could misrepresent the intended promotional code. Table 3 Artify1000 Social Media Artify1005 Photography Advertisement 1 Artify1010 Photography Advertisement 2 Artify2020 Interior Design Advertisement 1 Artify2009 Interior Design Advertisement 2 Artify4400 Banner Advertisement 1 Artify6890 Banner Advertisement 2 Artify9000 Banner Advertisment 3 Artify101 Brochure Table 3. Promotional codes have been placed on these nine different outlets. The website should be designed to yield a summary of the promotional code that drove the customer to the 29
website, the products purchased and the total cost of their order. This data may assist in determining the return on investment opportunities in future campaigns. The survey will only be shown to an IP address one time. Social Media Social media analytics will help you find more details about your target audiences. Pinterest analytics provide opportunity to evaluate your audiences’ interests. This link explains how to evaluate the content that is discussed below. https://business.pinterest.com/en/blog/how-use-pinterest-analytics-change-way-you-pin It is recommended that the Pinterest analytics be checked monthly to guide your social media expansion. You will primarily be watching the top pins and top boards. This data is going to tell you what content is getting noticed most. This will guide you in determining not only content for Pinterest but also for Facebook starting in November 2015. Furthermore, Pinterest will tell you which metropolitan areas you are getting the most attention from. Use this information when deciding where to target future promotions. The businesses section of the analytics will tell you whom you are competing with in terms of content. This section may help you to develop new boards to attract new clients. Pinterest analytics will also show you content that is being pinned commonly by the people who pin your content. This can potentially help in future campaigns to be able to choose themes in all types of media that interest your audience. Essentially, Pinterest is going to further develop the analysis of your potential customers. Pinterest is the qualitative portion of your evaluation plan. Pinterest analytics will help us identify subjects outside their professional interests that you can include in your promotions. Our team anticipates substantial benefit in the long term in using Pinterest analytics as an audience analysis tool. Unlike other medias, a social media campaign must continue to roll out seamlessly at the conclusion of this campaign. These evaluations should help you be able to determine the direction of your social media presence following October 31, 2015.
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Timeline Owners June 2015
July 2015 Campaign July 20th Rediness
August 2015 Send August Email 1 3rd Send Email 2
Office Manager June 2015 Contact June 1st Web Designer Print June 3rd Branding Material Branding Readiness
June 8th
Social Media Director June 2015
August 2015 Print August Brochure 5th
Social July 20th Media Readiness Campaign July 20th Readiness
Place August Print Ads 12th
July 2015
October 2015
August 17th
July 2015 Contact July 2nd Web Designer Pretest July 7th Ads
August 11th
Send Mail Outs
September 2015
September 2015 October 2015 Contact September Promo October Web 1st Code 31st Designer Eval Send September Press 3rd Release Promo Code Eval
September 31st
August 17th
August 2015 Facebook August Posting 1st Begins Facebook August Eval 15th
Pinterest September Pinterest October th Expansion 10 Expansion 10th
Place Banner Ad Facebook Eval
Facebook Eval Facebook Eval
August 25th August 31st
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September 2015 October 2015 Pinterest September Pinterest October Eval 1st Eval 1st
September 15th September 30th
Facebook Eval Facebook Eval
October 15th October 30th
Budget
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