31 | Marketing Aims and Objectives

Website Homepage our website is accessible via tablet, laptop or mobile at www.kushtyclothing.com

SMART Objectives

- Create six unique content blog posts about the collaboration, the event, interviews from influencers about their experience with mental health and ways to spot certain mental health symptoms. - Receive fifty new accounts made on the website to increase engagement between the brand and consumer.

Target Consumer

The chosen target consumer is likely to be a new or potential customer to the brand, looking to find key information about the brands values and mission. They are digitally aware and desire a “frictionless” (Stott and Walker, 2018) and convenient digital experience when on a website.

The secondary target consumer is the person interested in keeping up-to-date with the fashion industry, news around the world and wellness as they are now prioritising their health and wellness concerns (Charm, 2020).

Tactic

The blog page is a multi-sensory platform which covers topics of mental health, fashion, music, video content, podcasts, and Spotify playlists. It must be emphasised that playful and positive language will be utilised as there is “no one size fits all phrase” (Men’s Health Forum, 2018). Blog posts will be promoted on the social media channels, predominantly Instagram where users will be encouraged to ‘swipe up’ to be sent directly to the website. A forum will be provided where individuals can anonymously post what they are feeling based on a certain theme each week and other users can comment to build the online community as this is an important element to the consumer.

Strategy

The Kushty website has been carefully curated and designed to portray the brand ethos using strong typography and positive and diverse imagery. To keep consumers returning to the site, the website will be clearly laid out to provide ease and convenience. New customers will see a pop-up call to action to prompt users to sign up to the mailing list for more personalised information considering the events, clothes drops and ticket sales.

Blog Homepage - Instantly shows you the newest posts

Channel

Primary

Owned Media: The content will be available via the website www.kushtyclothing.com, and will be posted to our social media accounts with links directly to the website.

Secondary

Paid Media: Email Marketing will be utilised to provide consumers who have signed up to email marketing to receive updates on new posts and products.

Shared Media: As Spotify has around “217 million monthly active users worldwide” (Porter, 2019), we will create branded playlists based on a specific theme each month to engage with users who are in the Kushty community and individual users who use Spotify daily. It will aim to create a positive brand image where the consumer can be involved in the community every time they listen to the playlists.

Measurement

Website: We plan to use google analytics to aid our understanding of the online user’s journey on the clothing section as well as the blog and service. This is important as consumers attention spans are shortening (Bell, 2020), and we want to stop as much “cart abandonment” (Bell, 2020) as possible.

Blog: Overall webpage visits, how many consumers sign up to make an account, which posts have been viewed the most and the number of comments and likes on these posts. This is important as we want to create memorable, helpful, and educational content that relates to our target consumers interests.

Expected Results

The Kushty website is expected to have a stable and continual stream of traffic leading up the pop-up event, during and after. It is expected that the website will gain more traction during the event announcement, as well as the blog posts when they announce the new collection.

04: INSTAGRAM CONTENT

What

#KUSHTYXHUMEN

Sharable Instagram content target to educate others on mental health, then leading up to the event introduce an online competition, influencers, and fashion inspiration to target the consumer further.

The core objective for Kushty as a start-up brand is to gain awareness for the brand to gain credibility and in turn loyalty from consumers. The Instagram page aims to create engagement with consumers and bring together individuals whose values align with ours to build a more personalised and emotional connection with the Kushty community.