STRATEGIC MARKETING PLAN
PREPARED FOR Brett Marks & Calvin Masson Fix My Water
FOR THE PERIOD 2024-2025
DATE PREPARED 12 JUNE 2024
PREPARED BY THREE PEAS MARKETING
3 OVERVIEW
A brief summary of the target audience, competitor research, and customer
5 CONTENT STRATEGY
Initial content plan
10 KEY STRATEGY
Value proposition & key messaging
16
KEY TACTICS
Key actions, targets & timelines
Please note: This document is designed to be a working document to guide the growth and development of your business It should be reviewed and updated regularly as your business evolves to ensure it stays relevant and useful as a growth tool
OVERVIEW
PRE-CAMPAIGN DATA
Channel
Facebook
As at Stats for 18/06/24
Instagram
Key Metrics
TotalFollowers: 44
TotalLikes: 5
Reviews: 0 reviews
Followers: 36
AveragePostLikes/Comments:
TARGET AUDIENCE
Health-ConsciousIndividualsandFamilies
Age: 25-55
Income Level: Middle to high-income households
Lifestyle: Focused on healthy living and wellness, interested in organic and natural products
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
EnvironmentallyConsciousConsumers
Age: 18-45
Income Level: Middle to high-income households
Lifestyle: Eco-friendly, committed to sustainable living, and reducing environmental impact
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
FamilieswithYoungChildren
Age: Parents aged 30-45
Income Level: Middle to high-income households
Lifestyle: Focused on family health and safety, looking for products that ensure the well-being of their children
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
HomeownersandRenovators
Age: 30-60
Income Level: Middle to high-income households
Lifestyle: Invested in home improvement and enhancing the quality of their living environment
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
ProfessionalsandHigh-IncomeEarners
Age: 25-55
Income Level: High-income households
Lifestyle: Busy professionals seeking convenience and quality in their daily lives, willing to invest in premium products
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
SeniorsandRetirees
Age: 60+
Income Level: Middle to high-income households
Lifestyle: Focused on maintaining health and quality of life, interested in products that o er health benefits and ease of use
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
SecondarySegments
GymandFitnessEnthusiasts
Age: 18-40
Income Level: Middle to high-income households
Lifestyle: Regularly active, focused on hydration and overall health
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
BeautyandWellnessEnthusiasts
Age: 25-50
Income Level: Middle to high-income households
Lifestyle: Interested in skincare and haircare, seeking products that enhance beauty and wellness routines
Geographic Location: Licensed territory Tweed to Ormeau, Brisbane & Sydney
CommercialBusinesses
ReferralPartners
● Plumbers
● Nutritionists
● Dietitians
● PT’s
● Cafe Owners
● Wellness Stores
● Day Spas
● City Cave, Soak, Ground Currumbin
COMPETITOR RESEARCH / INSPO
Page
CompleteWaterSystemsInc.
https://completewatersystems net/ https://wwwfacebook com/CompleteWaterSystemsInc https://wwwinstagram com/complete water systems
PureWaterSystems
https://purewatersystems com au/ https://wwwfacebook com/PureWaterSystemsAUS/ https://www.instagram.com/purewatersystemsaus/
Complete Home Filtration
https://www.completehomefiltration.com.au/ https://wwwfacebook com/premiumwateraustralia https://www.instagram.com/completehomefiltration/
Pure Tec Group
https://wwwpuretec com au/ https://www.facebook.com/puretecgroup/ https://www.instagram.com/puretec group/
CONTENT STRATEGY
Type
Likes/Followers
FB = 183 likes 177 followers, 7 reviews (5 rating) Insta = 108 followers
FB = 5 6K followers, 297 reviews (4 5 rating)
Insta = 1807 followers
FB = 98K likes 18K followers, 285 reviews (46 rating)
Insta = 204K followers
FB = 2 6K Likes 3K followers
Insta = 2118 followers
Examples
Inspire Photos/Videos Graphics
Inform News / announcements Promo and Product Features Newsletter/Emails
Entertain Lifestyle Images
Educate Articles/News Stories/Certification/Resources
Engage
Promote (<20%)
Key Hashtags
Client Testimonials/Feedback Question Posts BTS (Behind the Scenes)
Direct promotion/call to action via photos & Videos Boosted Posts / Ads or SEO
#FixMyWater #CleanWaterForAll #PureWaterRevolution #HealthyHydration #EcoFriendlyLiving #HomeWellness #WaterFiltration #SustainableLiving #FilteredWater #HydrationStation
FREQUENCY
TIMING
ENGAGEMENT STRATEGY
Comment on Niche Relevant Posts 15 mins/day ( 20-30 comments) x 5 days/wk = 100-150 comments per/wk on niche relevant posts
Other Reply to all comments / direct messages Share/repost tags & mentions (Insta) Invite any post likes not already connected (FB)
LAUNCH CONTENT STYLE
Vision
Fix My Water’s Vision is to Bring Quality Water to Australian Homes through innovative proven solutions
Mission
Our mission is to empower Australians with access to clean, pure water through innovative water refining solutions We are committed to enhancing health, sustainability, and overall quality of life by supplying reliable, e cient, and environmentally-conscious water refining and purification systems. With dedication to excellence of service and continuous improvement, we strive to ensure safe and refreshing water for all
Core Values
As the owners of Fix My Water, we are passionate about health and well-being
Our journey from customers to partners with Water Analytics Australia reflects our dedication to providing safe, clean water to our family and customers while promoting a healthier community
Our passion for excellence and integrity drives us to deliver quality filtration solutions with exceptional customer service and aftercare, ensuring every family and business enjoys water as it should be - pure and essential
Key Strategy
To establish a multi-faceted, powerful marketing machine that creates a consistent funnel of leads, customers, referrals and return business
Social Media Content Planner
Directly promotional posts should make up no more than 20% of your posts. For an engaged audience, 80% of content should aim to engage, inspire, educate, entertain or inform Here is a suggested content planner to help you plan a balanced social content calendar (TIP: Keep a copy of this near your computer for reference)
Value Proposition
At Fix My Water, we transform ordinary tap water into an extraordinary experience Our cutting-edge filtration systems ensure every sip and every shower you take is pure, refreshing, and health-enhancing Experience the benefits of filtered water throughout your home, from the kitchen to the bathroom.
Our advanced technology removes harmful contaminants, providing you with water that not only tastes incredible but also supports your overall well-being Showering in filtered water can help maintain healthier skin and hair by reducing exposure to harsh chemicals and impurities
We combine innovative technology with rigorous research and development to deliver unparalleled water quality, giving you peace of mind and a commitment to wellness With our eco-friendly and cost-e ective solutions, enjoy the ultimate hydration and shower experience while contributing to a sustainable future Choose Fix My Water for the purest, most delicious water that elevates your health, taste, and lifestyle
Pain Points
CostConcerns:
● Initial Investment: High upfront costs for purchasing and installing a water filtration system can be a significant barrier
● Maintenance Expenses: Ongoing costs for filter replacements and system maintenance can be a concern
E ectivenessandPerformance:
● Quality Assurance: Uncertainty about the system’s ability to e ectively remove contaminants and deliver high-quality water
● Comparing Systems: Di culty in comparing di erent systems and understanding which technology (e g , reverse osmosis, activated carbon) is most suitable for their needs
InstallationandSpaceRequirements:
● Complex Installation: Concerns about the complexity of installing the system, especially if it requires professional help
● Space Constraints: Limited space under sinks or in other areas where the system needs to be installed
EaseofUseandMaintenance:
● User-Friendly Design: Worry about the system being too complicated to use or maintain, including filter replacements
● Maintenance Frequency: How often the filters need to be changed and the e ort required to do so
WaterPressureandFlowRate:
● Impact on Water Pressure: Concerns that the filtration system might reduce water pressure or slow down the flow rate
● Consistency of Performance: Ensuring that the system maintains consistent performance over time
HealthandSafety:
● Health Benefits: Ensuring that the system provides clear health benefits, such as removing specific contaminants that are of concern to the household
● Safety Standards: Verifying that the system meets relevant health and safety standards and certifications
CustomerSupportandWarranty:
● Reliability of Support: Assurance that the company provides reliable customer support for troubleshooting and maintenance
● Warranty and Guarantees: Concerns about the length and coverage of the warranty, including what is covered in case of malfunctions or defects
EnvironmentalImpact:
● Sustainability: Concerns about the environmental impact of the system, including the disposal of filters and the overall carbon footprint
● Eco-Friendly Options: Preference for systems that are designed with sustainability in mind, such as those with recyclable filters or energy-e cient operation
AestheticandDesign:
● Aesthetic Fit: Worry that the system may not fit well with the kitchen or home decor
● Compact Design: Preference for a system that is sleek and does not take up too much space
WaterTasteandQuality:
● Taste Improvement: Ensuring that the system significantly improves the taste and odour of water.
● Consistency in Quality: Assurance that the system consistently delivers high-quality water without frequent degradation in performance
Decision Influences
● Quality R&D
● Hassle-Free Installation
● Interest-Free Finance available
● Size of the Filters
● Lifetime Warranties
● Quality of the Units produced with a steel frame and rust-free
● Documented Health Benefits
● Documented Water Quality
● Aesthetics of our system on homes which can be colour matched to your house colour for the outdoor *additional fees apply
USP
Fix My Water revolutionises your hydration experience with cutting-edge water filtration systems that deliver pristine, refreshing, and health-boosting water to every tap in your home Our products, forged through rigorous research and innovative technology, promise unrivalled purity and taste, ensuring every drop you drink is nothing short of perfection Choose Fix My Water and elevate your everyday wellness with the ultimate in water filtration excellence
Key Messaging
UNPARALLELEDWATERPURITY
Dive into a new era of hydration with Fix My Water’s state-of-the-art filtration systems. Experience water so pure and refreshing, it transforms every sip into a burst of rejuvenation
HEALTHBENEFITSBEYONDCOMPARE
Unlock the secret to better health with our advanced filtration technology Enjoy water that not only tastes incredible but also enhances your well-being by eliminating harmful contaminants
REVOLUTIONARYMULTI-STAGEFILTRATION
Discover the ultimate defence against water impurities with our multi-stage filtration systems Each stage is meticulously designed to provide the highest level of purification, ensuring the cleanest, safest water imaginable
EFFORTLESSMAINTENANCEANDFILTERREPLACEMENTS
Enjoy hassle-free water filtration with our easy-to-maintain systems and quick filter replacements Stay on top of your water quality e ortlessly and ensure your family always enjoys the best
INNOVATIVERESEARCHANDDEVELOPMENT
Trust in the power of innovation with Fix My Water’s relentless commitment to research and development Our cutting-edge technology and rigorous testing guarantee superior performance and continuous improvement
ECO-FRIENDLYANDCOST-EFFECTIVE
Embrace a sustainable lifestyle with our eco-friendly filtration solutions Save money while reducing your environmental footprint, while indulging in the purest, most delicious water
COLLABORATIVERESEARCHUNIVERSITYPARTNERS
At Fix My Water partnering with Water Analytics Australia (WAA) WAA collaborates with renowned Australian universities to integrate cutting-edge technology into our products Through their research partnerships with these universities, WAA continually incorporates scientific advancements into product manufacturing, thereby o ering our customers superior-quality products.
LABANDRESEARCH&DEVELOPMENTFACILITY
At Fix My Water to Water Analytics Australia, through our partnership with Water Analytics exclusively utilises NATA-certified laboratories for sample testing and analysis to ensure the impartiality and fairness of our experimental results Furthermore, WAA has invested in advanced filtration experiment apparatus and testing equipment, granting us a significant research and development edge over our competitors in R&D initiatives
BOOKYOURWATERQUALITYTEST
Our friendly, free, in-home water testing service and consultation
Fix My Water o ers complimentary in-home Water Quality tests to homeowners and renters interested in our Full Home Water Refining System (FHWRS) If you ’ re seeking the purest, best-tasting water from every tap in your home, our product is designed for you For residents in our designated service regions, one of our experts will visit, evaluate your home’s water quality, and provide a recommendation based on the test results and the home's configuration
*Additional costs apply for comprehensive laboratory analyses & tests.
Ourwholehomefiltrationsystemisbrokendownintotwocomponents:
1 3-stage Point of Entry (POE) Whole House Water refining module – Positioned on the exterior of the house near the water metre/tank and designed to remove up to 999% of sediment, rust, dirt, chlorine, viruses, bacteria and so much more from every tap in your home including showers, kitchen, laundry and garden taps
2 3-stage Point of Use (POU) Reverse Osmosis module – An additional module sold with the POE system and ideally installed underneath your kitchen sink delivering the purest of drinking water It excels in the removal of Fluoride and PFA’s, enhances water taste and removes residual odours, adjusts the pH making the water alkaline and help improve overall health Comes with a standard 2-way tap with the option to replace your existing kitchen tap with a 3-way tap eliminating the need for a secondary tap at your kitchen sink Prices of additional 3 way taps range from $330 - $44000 and are not included in the recommended retail price below
Upto70%ofchlorinefromwaterisabsorbedintoourbodybybathing/showering,and30%from drinking.
Key Benefits
● BetterFilterswitheverychange – We o er a lifetime of evolving filtration solutions; every time you replace your filter you ’ re not just renewing but upgrading
● UnbeatableLifetimeExtendedWarranty – We stand by the quality of our products with an unmatched lifetime warranty Continue to replace your filters through us and we’ll continue to guarantee your system’s quality
● LifetimeFreeSedimentFilter – We o er a complimentary sediment filter every 6 months for life, enhancing your system’s e ciency and longevity and saving you money in the long run
● NaturalFilterMedia – Our filters use Natural Coconut media to provide you with the purest and cleanest water, free from plastics, harmful chemicals and contaminants
● Durable&LongLastingComponents – Engineered and designed with a stainless steel and powder coated frame and casing, brass ports, glass and stainless steel gauges o ering superior durability compared to plastic frames and components
● 20-InchFilters – We provide flexibility with our standard size filters. It means you ’ re never limited by uncommon sizes and can easily adapt to your system
● HighWaterFlow – Maintain strong water pressure while enjoying clean, filtered water
● BypassValve – Option to bypass the system should you need to refill your pool
● Relocating?Noworries – Our warranty is tied to the system wherever it is located and is ideal for renters and homeowners
● PremiumQualityInside&Out – We are committed to quality with our 3+3 system tested for safety and performance by
agencies including Watermark
● UnlimitedCashBackReferralProgram – Refer us to your family and friends and receive $390 on each successful installation Do this as many times as you like, it’s our way of saying “Thank you ”
Content Ideas / Inspiration
Here are some social media content ideas and inspirations tailored for Fix My Water, aimed at engaging your diverse target audience and enhancing brand visibility:
1.EducationalContent:
- Blog Posts: Create SEO-optimised articles on the benefits of filtered water, the dangers of contaminants, and how your systems address these issues.
- Video Tutorials: Demonstrate the installation process, maintenance tips, and showcase the technology behind Fix My Water systems
- Infographics: Visual representations of water contamination statistics, benefits of clean water, and comparisons with competitors' systems
2.CustomerStoriesandTestimonials:
- Share case studies and video testimonials from satisfied customers showcasing their experiences with improved water quality and lifestyle changes
- Highlight before-and-after scenarios to illustrate the tangible benefits of using Fix My Water systems
3.Behind-the-Scenes(BTS)andCompanyCulture:
- Provide a glimpse into your R&D facilities and quality testing processes to build trust and emphasise your commitment to innovation and quality
- Introduce your team members through short bios or employee spotlights to humanise your brand
4.SeasonalandHolidayThemes:
- Create content around holidays and seasons that tie into water quality and health themes (e g , hydration tips for summer, benefits of filtered water during flu season)
- Share DIY home improvement tips related to water quality, aligning with seasonal trends in home maintenance
5.InteractiveContent:
- Develop quizzes or polls related to water quality awareness, eco-friendly practices, or home improvement topics
- O er calculators to estimate potential savings or environmental impact by using Fix My Water systems compared to conventional methods
6.InfluencerCollaborations:
- Partner with influencers in health, wellness, sustainability, and home improvement niches to reach new audiences and leverage their credibility
- Host takeovers where influencers showcase their experience with your products in their daily lives
7.User-GeneratedContent(UGC):
- Encourage customers to share their own photos and stories using branded hashtags like #FixMyWaterHome or #PureHydrationExperience
- Feature UGC on your social channels to build community engagement and demonstrate real-world product satisfaction
8.TipsandTricks:
- O er maintenance tips and FAQs to address common concerns and questions about water filtration systems
- Share hydration tips and recipes that complement the use of filtered water, appealing to health-conscious followers
9.PromotionsandContests:
- Run giveaways or contests that encourage user engagement, such as photo contests showcasing where customers use Fix My Water products.
- Promote limited-time o ers or discounts on system installations, emphasising the long-term savings and health benefits
10.CommunityEngagement:
- Participate in local events or sponsor community initiatives related to health, sustainability, or water conservation
- Share updates and highlights from these events to demonstrate your brand's active involvement and commitment to community well-being
Key Tactics
ContentMarketing
● Educational Blog Posts: Create informative blog posts about the benefits of filtered water, the health risks of contaminants, and the advantages of Fix My Water’s technology Optimise these posts for SEO to drive organic tra c IncludedinyourPlatinumDigitalMarketingPackage
● Customer Success Stories: Share testimonials and case studies showcasing the positive impact of Fix My Water systems on customers' health and lifestyle Pleasesendthesetoussowecanincludeiton thewebsiteandonsocialmedia
SocialMediaMarketing
● Engaging Posts: Share visually appealing posts on platforms like Instagram, Facebook, and Pinterest Highlight product features, benefits, and behind-the-scenes content IncludedinyourPlatinum DigitalMarketingPackage
● Educational Videos: Produce short videos demonstrating the installation process, the importance of clean water, and how Fix My Water systems work. Share these on YouTube, Instagram, and Facebook. Pleasecaptureasmuchvideocontentaspossiblesowecanincludethisinsocialmedia marketing
● Influencer Partnerships: Collaborate with health, wellness, and sustainability influencers to reach a broader audience and build credibility Wewouldbehappytopromoteanypartnershipsyouforge withcorporationsandindividuals.
EmailMarketing
● Nurture Campaigns: Develop email sequences to educate and nurture leads, focusing on the benefits of filtered water and the unique features of Fix My Water products
● Newsletters: Send regular newsletters with tips on healthy living, product updates, and special o ers to keep subscribers engaged and informed
NotincludedinyourPlatinumDigitalMarketingPackagebuthighlyrecommendedasyoubuildan emaildatabaseofleads,prospects,andcustomers.
SearchEngineOptimization(SEO)
● On-Page SEO: Optimise website content, including product descriptions, blog posts, and landing pages, with relevant keywords to improve search engine rankings
● Local SEO: Optimise for local search queries to attract customers looking for water filtration solutions in specific geographic areas Claim and optimise Google My Business listings
IncludedinyourPlatinumDigitalMarketingPackage
Pay-Per-Click(PPC)Advertising
● Google Ads: Run targeted Google Ads campaigns to capture high-intent search tra c Focus on keywords related to water filtration systems, health benefits, and sustainability Notincludedinyour PlatinumDigitalMarketingPackage
● Social Media Ads: Use Facebook and Instagram ads to target specific demographics and interests, promoting special o ers, educational content, and new product launches IncludedinyourPlatinum DigitalMarketingPackage
A liateMarketing
● A liate Programs: Partner with health, wellness, and home improvement blogs and websites to promote Fix My Water products O er attractive commissions to incentivise a liates Notincludedinyour PlatinumDigitalMarketingPackagebutwouldhighlyrecommenditandwouldbehappyto assistwithstrategyandanycommunicationmaterialsrequired.
WebinarsandLiveDemonstrations
● Educational Webinars: Host webinars to educate potential customers on the importance of clean water and the science behind Fix My Water’s filtration systems
● Live Q&A Sessions: Conduct live sessions on social media platforms where potential customers can ask questions and see product demonstrations in real-time. NotincludedinyourPlatinumDigitalMarketingPackagebuthighlyrecommended
CustomerReviewsandTestimonials
● Encourage Reviews: Prompt satisfied customers to leave reviews on platforms like Google, Yelp, and social media. Highlight these testimonials on the website and in marketing materials.
● Video Testimonials: Create and share video testimonials from happy customers, showcasing real-life benefits and satisfaction
NotincludedinyourPlatinumDigitalMarketingPackagebuthighlyrecommendedautomatingyour customerreviewprocessandthentakingnotesofcustomersthatwouldbegoodforvideo testimonialsandcompilingregularlyforwebsiteandsocialmediamarketing
RetargetingCampaigns
● Retargeting Ads: Use retargeting ads on Google and social media to reach visitors who have shown interest in Fix My Water products but haven’t made a purchase Remind them of the benefits and o er incentives to convert IncludedinyourPlatinumDigitalMarketingPackage
InteractiveContent
● Quizzes and Calculators: Develop interactive quizzes or water usage calculators to engage users and help them understand their water quality needs Collect leads through these tools for follow-up marketing NotincludedinyourPlatinumDigitalMarketingPackagebuthighlyrecommendedas
consumerslovequizzesandcalculatorswhentheycanlearnsomething,particularlyabout themselves.
