Ohh Deer Marketing and Communication Plan NTU FMB

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M A R K E T I N G S T R AT E G Y AND C O M M U N I C AT I O N P L A N WORD COUNT 4,100

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POPPY WEST N0731532 FMB

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CONTENTS INTRODUCTION METHODOLOGY

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PA R T 1 : S I T U AT I O N A L A N A LY S I S ABOUT OHH DEER BRAND ARCHITECHTURE PAPERGANG COLLABORATIONS AND DISTRIBUTORS BRAND BENEFITS BRAND HEALTH WEBSITE HEALTH SOCIAL MEDIA HEALTH CORE COMPETENCIES CONSUMER AND CUSTOMER CUSTOMER JOURNEY BRAND POSITIONING COMPETITORS THE MARKET TRENDS PESTLE ANALYSIS SWOT ANALYSIS SHORT AND LONG TERM PLANS ANSOFF’S MATRIX KEY RECOMMENDATIONS AND INSIGHTS

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PA R T 2 : M A R K E T I N G S T R AT E G Y AIMS AND OBJECTIVES YEAR ONE YEAR TWO YEAR THREE

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PA R T 3 : C O M M U N I C AT I O N P L A N SOCIAL MEDIA REVAMP COLLABORATION COLLECTION THE APP LAUNCH EVENT REWARDS TIME AND COST MEASURING SUCCESS CONCLUSION

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REFERENCES AND APPENDIX

REFERENCES BIBLIOGRAPHY IMAGES APPENDIX

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hi!

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INTRODUCTION This report will explore how greeting card and stationery brand, Ohh Deer compete within the market and are currently growing the brand to become a leader within the market. Ohh Deer’s current situation will be assessed through an in-depth analysis of the brand, their competitors, the consumer and the market.

Once uncovered and assessed, key recommendations for the brand moving forward will be put in place and the report will conclude with a comprehensive 3-year marketing strategy and an in-depth communication plan for the first year. The marketing strategy and communication plan will allow Ohh Deer’s growth in the currently competitive market, by ensuring they stand out from competitors.

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METHODOLOGY

In order to create a comprehensive report and marketing strategy, research is necessary. Both primary and secondary research was conducted to gain insight from all areas.

primary research A survey was conducted that gained 112 responses (appendix). The survey aimed to gain a quantitative insight into the awareness, usage and perception of Ohh Deer from target consumers. The sample was 81% female and the age demographic ranged across from 18-50+. It was important to gain a wide age range, as although the target customer is 25-34, everyone needs to purchase cards and gifts for loved ones, no matter their age.

A qualitative interview was conducted with a family member, who is a within the target demographic of females aged 25-34. This interview was aiming to gain insight into the marketing strategy concept and her opinions on digital innovation within her life.

This interview led the concept to change and so proved useful to the overall strategy.

Primary observations where made of the brand through conversations with staff and working within the company. This gave an overall understanding of the brand and where they are wanting to go. This allowed the strategy created to be something manageable for the company and something that would fit within the brand.

secondary research Online secondary sources such as Mintel, Office for National Statistics, Euromonitor and other online published reports and articles helped to outline Ohh Deer’s current market and the trends within that are shaping it. Additionally, Ohh Deer’s own information regarding the consumer and website was given through their Google Analytics reports. This information was key to understanding the website and sales.

Offline secondary research was also used. Written material that outlines and looks into strategic marketing theory and models were used to gai a wide understanding of marketing strategy. Additionally, market magazines such as Progressive Greetings gave insight into the market trends and competitors.

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PA R T 1

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S I T U AT I O N A L A N A LY S I S 11

WHO ARE OHH DEER Ohh Deer is a growing greeting card, stationery and illustrated paper goods brand based in Loughborough. Ohh Deer was founded by Jamie Mitchell and Mark Callaby in 2011 and has continued its growth since then. The brand works with over 100, both in-house and external, creatives to produce quirky and colorful products that the consumer can gift or keep for themselves. Additionally, Ohh Deer has a monthly subscription box, Papergang. Papergang is a stationery subscription box and currently has around 29,000 monthly active website users. Along with their normal products, Papergang is helping Ohh Deer reach the ‘stationery junkie’ customers who are increasing in numbers. Additionally, Ohh Deer has one store in Loughborough, meaning they can reach retail consumers rather than solely online.

However, their products are sold through trade distributors of the likes of Paperchase, Sainsbury’s, Urban Outfitters and many smaller outlets across the UK and abroad.

Ohh Deer’s mission is to provide quirky and exciting stationery and greeting cards to their consumer. They support artists and illustrators worldwide, bringing their artworks to life through their products.

brand values Fun, Colourful, Friendly, Artistic, Thoughtful, Inclusive, Supportive

vision To become the go-to place for quirky stationery and illustrated paper goods.

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BRAND ARCHITECTURE

greeting cards

coasters

notebooks/ planners

mugs

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sticky notes/ deskpads

pens and pencils

PA P E R G A N G Papergang is the one of the leading stationery subscription boxes in the UK. Every month Papergang collaborates with a designer and sometimes charities such as Butterfly Conservation which was the March 2019 box. Papergang currently has over 4000 monthly subscribers and is continually growing. This is evidenced by the YOY growth of the product sales which were just £67,155 in 2017, compared to the £138,330 in 2018 (Ohh Deer, 2019) which is a 106% YOY increase. Additionally, Papergang works together with the international development charity Tree Aid and for every 4 Papergang boxes sold, 1 tree will be planted in association with the charity (Papergang, 2019).

awareness It was found through primary research that only 6% of the 100 survey respondents were aware of Papergang, and 2% had purchased a box before (see appendix). This presents that Ohh Deer needs to grow Papergang’s awareness levels. However, as Papergang and Ohh Deer are linked, the brand needs to focus on Ohh Deer’s awareness primarily as the improvement of this will aid the development of Papergang.

perception Although the awareness is low, the perception of Papergang is good with an overall rating of 4.88 out of 5 on Reviews.io (Reviews.io, 2019). The customer comments are varied however, key comments that are said often, were customers saying they love the ‘treat’ aspect of the brand and the variety of products in every box. The positive feedback and perception of Papergang shows how once aware of the subscription box, they are loyal and enthusiastic consumers.

social media Papergang has a separate Instagram account in order to showcase the boxes. The Papergang Instagram has 60.3k followers and is used to promote each month’s box by stylistically changing the feed aesthetic in line with each month’s box. Additionally, user generated content is utilised to aid engagement with the brand and the use of the #.

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C O L L A B O R AT I O N S AND DISTRIBUTORS A significant amount of Ohh Deer’s revenue comes through trade and wholesale. Their products are in many small traders across the UK. Additionally, they have collaborated with large retailers such as ASOS, Tate Galleries, John Lewis and Urban Outfitters to create bespoke products for them. This helps to grow brand awareness and enables Ohh Deer to reach a wider audience than their core demographic.

Some of their biggest clients and distributers are Paperchase, John Lewis, Sainsburys, ASOS, Waterstones and Selfridges. Interestingly Paperchase, who is one of their biggest customers is also a big competitor to Ohh Deer. This means that although they are in competition for consumers, Ohh Deer depend on the success of Paperchase and other large distributers as they are selling their products through the larger brands bigger customer base.

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BRAND BENEFITS A table looking at the functional and emotional benefits of the brand has been created to asses what the consumers get from Ohh Deer, as this projects the buying motivators. By offering both emotional and functional benefits, Ohh Deer customers have many incentives to purchase.

functional

emotional

Offers a wider range of products for any occasion

Offers the consumer the security of getting a good gift/card for a loved one

Good quality products made in the UK

Consumer is confident gifting Ohh Deer products

Stationery helps the consumer in their day-to-day life and staying organized

Feel they are pampering themselves when they get Papergang – a treat for themselves

Brings new artists to the consumer

Consumers feel more productive and more motivated when they use nice looking stationery Consumers feel they are helping to support artists

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B R A N D H E A LT H

awareness According to primary research Ohh Deer’s awareness is not at the rate it should be with only 28% of respondents being aware of the brand, and from that 14% of respondents had purchased. This shows how once aware of the brand, the conversion to a sale is good with half of consumers that are aware of Ohh Deer, making a purchase, however the awareness of the brand is something that will be strongly looked a through the marketing strategy as it is key to the growth and success of the brand.

perception From primary research a brief overview of the consumer perception can be created. Overall the perception from respondents who knew the brand is positive with comments using the terms “funny”, “quirky”, “unique” and “10/10”. Additionally, of the people that hadn’t heard of the brand many said the name intrigued them and they liked the initial look at the products shown. A more in-depth analysis of the perception of the brand can be gained by secondary research through Trust Pilot where Ohh Deer have an ‘Excellent’, 5-star average rating from 3,106 reviews (Trustpilot, 2019). Overall it can be said that although awareness of the brand isn’t as high as it could be, that the perception of the customers who are aware and have purchased are incredibly positive. This is important as Ohh Deer is able to grow a fanbase of loyal and dedicated consumers which will put the brand in good stead for growth as loyal consumers are more likely to spread positive feedback of the brand to peers, which is key as friend/ peer recommendations are still the most credible form of advertising for consumers (Nielsen, 2015).

Additionally, ‘43% of customers spend more money at brands they are loyal to’ (Fundura, 2019) which means customer loyalty is important for Ohh Deer tolook at through their Marketing Strategy.

finance In 2018 Ohh Deer’s revenue was £2,333,108.67, this is a good figure for a still growing brand. This figure shows that Ohh Deer has the scope to continue their growth and increase their sales through a good marketing strategy and communication plan. Increasing sales remains the main aim for the marketing strategy as this determines the future success of the company.

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W E B S I T E H E A LT H active users Ohh Deer has around 731k active users, according to Ohh Deer’s Google Analytics. Of these users 51.4% are being acquired through organic searches which compares to the 18% from direct searches. This suggests that although awareness of the brand is low, that it may not be detrimental to the brand as they are gaining the majority of new consumers through organic searches.

Additionally, this shows how SEO is key for the brand and they need to ensure they get as high as possible on the key searches such as “greeting cards”.

sessions Each user has on average 1.56 sessions, showing how customers are returning to the site. Further proving this is that 18% of the users are returning customers. This is key to consider as this figure could be higher. However, one reason for this figure being low could be the sporadic nature of purchasing greeting cards, stationery and gifts with consumers purchasing only around specific events/times of the year and not making many purchases.

session duration Of the 1.13 Million sessions from April 2018 - April 2019, there was an average session duration of 3 minutes and 18 seconds. This is good, as this is above the industry standard which is 2-3 minutes according to Britt Bischoff (Bischoff, 2015). Within these sessions the average the number of pages per session is 4.33. Considering the industry standard is 2 pages per session (Bischoff, 2015) this figure is promising as it means users are staying on the website and engaging with it. In line with this is the bounce rate which is 43.92%. This figure is fairly high but considering the average bounce rate can be anywhere from ‘25% - 65% across different industries’ and a general average of 50% (Bischoff, 2015) this bounce rate is at a steady level. The bounce rate can still be improved by the optimization of the website for different devices and to ensure the homepage of the website is eye-catching, engaging and fast to load.

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conversion rate The current conversion rate for Ohh Deer’s website is 2.48% which is an increase of 9.9% YOY. This is good as it is in line with the global average of 2.86% according to Khalid Saleh (Saleh, 2018). There are still improvements that could be done to increase the conversion rate, these will strongly be considered in the creation of the marketing strategy.

order value One key aspect of the customer sessions is the average order value which is at £19.33. This figure is very positive as the average product is £3.58 meaning most orders have around 5 products in them, which is very encouraging as consumers are purchasing more products.

device It is important to look at the device’s users are accessing the website on; the top device is mobile at 56.9%. This means that any content on any channel of communication between Ohh Deer and their customers’ needs to be optimised for mobile. Interestingly desktop sessions are fairly high with desktop sessions at 36.9% when the average is 30% for desktop online retail visits (Thomsen, 2018). One reason for this is that the audience is 42.89% 25-34-year-olds, many of whom are in work, with the current employment rate for 25-34-year-olds at 84.2% (Office for National Statistics, 2019). As many of the audience are in work, they would be using their desktop computers during work hours to access the website, this results in the higher than average desktop usage. Mobile is still the killer device to consider moving forward as the use of mobile sales is continuing to grow with predictions stating that ‘mobile ecommerce sales are expected to account for 54 of total ecommerce sales by 2021’ (Mali, 2019).

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SOCIAL M E D I A H E A LT H instagram Ohh Deer’s Instagram currently has 291,850 followers (as of 09.04.19). Demographics of their Instagram following is 89.5% female and 45.9% 25-34 years old (see appendix). This is positive as it is entirely in line with their target demographics, meaning they are successfully communicating with them through their Instagram. According to primary research Instagram is the most followed account with 9 respondents following their Instagram, as opposed to 2 for Twitter and 3 for Facebook. Engagement on Instagram could be considerabley improved as it currently averaging 1% engagement on posts. This is something the marketing strategy and communication plan will aim to improve as social media engagement is key. This is supported by Time Trade who stated, ‘social media engagement can boost brand awareness, expand marketing reach and ROI, and provide social proof that drives new customers to your business’ (O’Brien, 2018).

facebook Ohh Deer’s Facebook platform has 255,157 followers (as of 09.04.19) and has a better engagement than Twitter with most posts getting a good amount of likes and shares. However, this number can still improve and this is something Ohh Deer will need to consider moving forward.

twitter Their Twitter account has 55,575 followers (as of 09.04.19), however the engagement on this platform is not good with most posts getting less than 10 likes, comments and reposts. This is very low, and drastic efforts should be made to improve this through the communication plan.

blog Ohh Deer runs a blog, where artist interviews, day in the life’s and interesting external content is posted. Currently the blog has 110k unique visitors in 2018 which was a 50.3% increase YOY. Most of the traffic to the blog is coming direct from the Ohh Deer main website, with 32% (see appendix). This shows that the readers of the blog are Ohh Deer customers and so the brand needs to continue to use the blog as a way of promoting products and exclusive content to improve engagement.

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CORE COMPETENCIES

• • • • • •

Works with and supports artists Papergang subscription box Quirky and light-hearted Inclusive Small and personable company Has large retailers, such as Paperchase, stocking their products 24

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CONSUMER AND CUSTOMER

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target customer: 25-35 female 61% UK, 12% USA ABC1 As a brand that is commonly gifted, the Ohh Deer customer and consumer may be different people. This doesn’t mean that that consumer is any less important as they are a potential future customer. In order to ensure they know the brand of the product being received, labels are added to every product and cards have the logo embossed on the envelope and card. Many customers, however, do purchase for themselves. Many of these customers can be labelled as ‘stationery junkies’, people who collect stationery and purchase often. Due to the practicality of the products, another customer segment is students and people in work. They are looking for attractive stationery to brighten up their desk and make their time working easier. Overall Ohh Deer customers are budget shoppers and hence are strongly motivated by product price and offers. Additionally, they seek out offers and are more likely to purchase products if they have a discount code. A graph has been created to determine the segmentation of Ohh Deer customers and it is clear that the biggest segment is customers purchasing products for others.

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PEN PORTRAIT K AT I E - 2 6 Young professional Editor at a publishers Engaged Lives in Hertfordshire with her fiance Commutes to London for work Loves organisation Book worm Likes tangiable products: books, diaries, notebooks Has a cat called Buster

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PEN PORTRAIT REBECCA - 34

Young mother Part-time photographer Lives in Colchester with her family Works from home, able to stay home with family Always has greeting cards ready for every occassion, purcases a few every few weeks to top up her growing collection.

Has monthly dinner parties for her friends Loves being the ‘perfect’ host and giving the most personal gifts/cards to her friends and family Has a dog called Brody Loves to travel and never goes to the same place more than once ‘Stationery junkie’ - Always had a love for stationery and has a big collection

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THE CUSTOMER JOURNEY stage

awareness

consideration

Influencer content on social media,

Sort’s through the website and finds a few cards,

online ads through Facebook and

customer activities

Instagram,

organic

search

friends/family reccomendation.

online,

sees the 3 for 2 on cards offer, finds a mug and

some stationery items that they think the recipient will love. Looks on other sites like Paperchase for

Finds Ohh Deer’s website and likes the

other options.

products

To find a gift

customer goals

touchpoints

and card for a family

member who likes stationery.

love.

•

Social media

•

Website

•

Online ads

•

Online ads

•

Website

•

She is excitied to see the 3 for 2 offer as she is

coming up. She knows that the normal

ready fro her daughter’s school friends (there

personalised card from Moonpig wont come in time and so is searching for an alternative. Louise is searching ‘greeting card’ on Google and Ohh

Deer’s website comes up. She is intrigued and clicks onto the website. It

looks perfect for her Niece’s last minute

always trying to stock up her collection of cards, is always a birthday). She enjoys browsing the

products as they are so colourful and exciting. She is happy with what she has seen and puts items

in her basket that she likes. Decides to check Paperchase as she knows her niece is a fan but doesnt see anything she likes more.

gift and card.

overall customer experience

Social media

Louise is late in finding a gift for her niece as she forgot her birthday was

customer thoughts/ emotional response

Find the best choice that the family member will

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1.

3.

3.

2.

2.

4.

4.

5.

5.

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A customer journey map was created to gain insight into a possible customer’s purchasing behaviour. One problem found and an opportunity for Ohh Deer is that this customer, Louise, normally purchases personalised photo cards from Moonpig to give to her close family and friends. She was then a little disappointed that she couldn’t find another personalisation option from Ohh Deer to give to her niece. She did, however, like the 3 for 2 offer of cards as she is always looking for offers and likes to keep her stack of stand-by cards stocked up as she never knows when her daughter’s school friend’s birthdays are until it’s too late. She has that stash handy just in case.

The customer journey map has revealed that the route to purchase is fairly simple for customers to execute and so the website doesn’t need to change, as it is working well now.

decision Goes back to the website and decides on gift/

card option. Adds items to the shopping cart and places the order. The 3 for 2 on cards deal is added automatically.

loyalty & advocacy Recipient enjoyed the products whe they came and customer tells them they are from Ohh Deer.

Makes an account with Ohh Deer and signs up for newletters, ocassionally

looks on the website for gifts/cards but often purchase cards from retailers that offer personalied cards (Moonpig/Funky Pigeon)

To order easily and quickly.

•

Website

Louise is confident her choices are perfect for her

niece and so adds them to her basket. She adds the 3 cards and is happy to find that the deal is automatially put on, she would have forgotten

to put it on otherwise. She wishes that the items where more personal like what she normally gets

but these cards are still funny and fitting for her

neice. She is happy there is a next day delivery option as she only has a couple of days to get the

To find a brand they know thei family member loves.

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Email

•

Website

•

Social media

The products come the next day and look great. Louise wraps them

and gives them to her niece for her birthday. Her niece really likes the products and asks where they are from. Lousie had signed up for the

newsletter when she made an order and got an email about Papergang subscription box, she knows that it perfect for her niece’s Christmas

present and makes a note. She still wishes the card was more personal

as she always gets her niece a photo card and she looked a little dissapointed to not get one this year.

products.

1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

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BRAND POSITIONING

Unique Products

Generic Products

Large Brand

Small Brand

The easiest and most effective way to compare companies with Ohh Deer is through their size as there is such a big difference between the company size within the stationery and greeting card industry. The other axis looks at the uniqueness of the products sold. There is an considerable trend towards the smaller in size the company is the more unique the products are. This is most likely due to smaller companies have more options to create products that may be deemed as risky for larger retailers to create. They need products that will be liked by everyone as they target a wider range of consumers, the smaller companies have a more niche customer base that want the riskier products, The positioning graph has made it clear that Ohh Deer has close competitors with Typo and Kikki.K.

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COMPETITORS Ohh Deer has many competitors as the market is crowded. There are many subgroups within the market in terms of the brands that sell greeting cards and stationery; newsagents and supermarkets such as WHSmith sell to the on-the-go consumer who need to get products fast and cheap. There are large high-street retailers like Paperchase who provide good value for money products. Then there are smaller brands, similar to Ohh Deer, like Typo, who offer a similar ideology with their fun and affordable products. In a completely separate subcategory is online pureplay retailers like Moonpig who offer a fast and hassle-free experience for the shoppers. Ohh Deer competes within their market by utilising their competitor’s success through using them as distributors such as they do for Paperchase.

competitor

USP • •

price

strength

Scandinavian design Inspiring customers to ‘write their own dreams’ (kikki.K, 2018) ‘Your dream life starts here’

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One of Australia’s fastest growing lifestyle brands.

Unique, fun and affordable stationery ‘Ultimate gifting destination’ (Cotton On Group, 2018)

•

• •

Market leader UK’s number 1 shopping spot for exciting and innovative design-led stationery (Paperchase, 2018)

• •

Value for money • Not cheap but still affordable for the quality •

Very good store presence with over 130 stores in the UK Very high awareness among consumers

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Pioneer of the digital personalisation card companies Unique and personal cards and gifts

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Affordable but not cheap Cards are £3+

One stop shop for gift and card Personalisation heavy Not many direct competitors who off the ‘make your own’ card strategy Hassle free experience for consumer

• • • •

•

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Higher price point Affordable luxury

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Very affordable (3 for £8 notebooks)

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• •

• •

•

• • •

•

• •

Leading newsagents in the UK On-the-go easy shopping

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•

Very affordable

• •

Strong brand message of empowerment Offer personalisation 102 stores worldwide Strong youthful and graphic style Australian, cool aesthetic 10 stores

Tap into the ‘last minute’ card shopper Over 1200 stores in the UK – Household name – awareness is very good

weakness

opportunity

threat

• •

Possibly too high price point Possibly too niche in design style

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The health and wellness trend – living your best life

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Very female orientated – doesn’t appeal to males, unlike Ohh Deer

•

Very broad product ranges from stationery to tech to travel to lighting.

Possibly too broad.

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Australian beauty trend is taking over the UK beauty market (McMeekin, 2018)– the hype of Australian brands is strong in the UK.

•

Very similar to Ohh Deer in the brand message, very strong close competitior and a big threat to Ohh Deer

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Cheaper competitors such as supermarkets attracting the value shopper

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To grow their online presence to counter • their current retail space struggles

• •

Only online No physical space to attract shoppers

•

The personalisation trend is big across all industries, can focus on this aspect of their brand

•

Consumers still enjoy the act of sending the card themselves, this step gets missed by the products going straight to the person being gifted

•

Not very personal

• •

Possible personalisation opportunities Online growth – the current website is not very accessible

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The threat of retail space and the high-street

•

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Struggling with the high street doom, considering closing stores (Butler, 2019)

THE MARKET Ohh Deer can be placed in the Greetings Card & Personal Stationery Market. Mintel stated that in 2017 the Greetings Card Market was set to grow 4.8% to £2.1 billion and is forecast to grow 28% by 2021 despite a growing number of alternative ways to send greetings messages online. Additionally, Mintel predict that the market value in 2019 will be approximately £2.5 billion (Dover, 2018). Equally, Ohh Deer sells personal stationery and gifts alongside their greeting cards. The Personal Stationery Market went through a period of instability “with consumer spending on stationery and drawing materials rising 15% in 2013, followed by a dramatic 9% decline in sales in 2014 as the market faced tough year-on-year comparisons” (Dover, 2018). However, the market has since stabilised and Mintel estimates a market value of approximately £2.9 billion in 2019 showing that there is still a strong market opportunity for personal stationery. The overall growth of the Greetings Card & Personal Stationery Market is incredibly positive for Ohh Deer as they have more of a growth opportunity as they can advance with the market support.

Mintel states that “whilst the online-only greetings card retailers continue to grow at an exceptional pace, their share of the market is in decline…the more established pureplays like Moonpig and Funky Pigeon are facing increasing competition from bricks-and-mortar retailers which are continuing to invest in and improve their online proposition” (Dover, 2018). Ohh Deer has a strong online presence as well as their two bricks-and-mortar stores, and their wholesale through traders across the country.

This enables them to access the consumer from every angle, whether they wanted an online service or whether they want to purchase from a store. This means they have a competitive advantage over many pureplay retailers.

As reported by Mintel, Card Factory is the leading retailer in the UK greetings card market. “The retailer (Card Factory) has seen a sustained uptrend in sales, driven by ongoing expansion of its stores network…the key to the retailer’s success has been its low-priced, value offer which has helped the retailer differentiate itself in a crowded greetings card and gift market” (Dover, 2018). Additionally, WH Smith continues to lead the UK stationery market “but its 10.5% share is being eroded by new, more inspirational specialists, as well as the supermarkets and discounters.”

The mid-market player is “unable to compete in branded products against the likes of the discounters, B&M, The Works and Home Bargains and unable to appeal with its trend-led designs against new competition from retailers such as Kikki.K, Typo and Smiggle” (Global Data, 2018).

Within the market the consumer attitudes are continually changing, especially with digitalisation rising. However, according to Mintel “consumer research found that the majority of UK consumers (53%) still think sending post is a pleasurable experience, suggesting that there remains an emotional attachment to sending and receiving physical mail which bodes well for both the greetings card and stationery markets” (Dover, 2018).

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MEGA TRENDS digitalisation Digitalisation is a mega trend that will influence the building of future society. According to the Institute for Digital Transformation ‘digitalisation is not a technical evolution but rather an industrial and social revolution driven by citizens and customers. There are endless possibilities to change the way we live, work and communicate with new technology. Change is appearing at a speed we have never seen before’ (Gillior, 2018). For an increasing number of people, a growing part of their life is taking place on the Internet. The increased use of technology in people’s lives has led to the ‘always-on mentality’.

According to Etezadzadeh, ‘the always-on mentality’ is already so pronounced in some parts of society that a natural countertrend is currently emerging which pays homage to controlled abstention: Digital detox is a period of time during which a person refrains from using electronic devices such as smartphones or computers, regarded as an opportunity to reduce stress or focus on social interaction in the physical world, in order to be online again afterwards’ (Etezadzadeh, 2016). This shows how ‘real-life’ social interaction is still important to consumers and this is an area where the card industry can capitalize as consumers are still hunting for physical connection in a world where technology is rapidly taking over lives.

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MEGA TRENDS personalisation Another mega trend to consider is personalisation. In a world where population is rising, todays demanding and sophisticated consumers are wanting to be seen as individuals. ‘Brands are actively seeking out ways that allow their customers to personalise a product or service and make it bespoke to their individual needs and requirements’ (Trend Monitor, 2018), this is hence something that Ohh Deer could consider introducing as part of the marketing strategy. Mass customisation and personalisation are both branches that Ohh Deer could take, mass customisation is ‘where a different product, service or content is produced for different segments’ (Zook & Smith, 2016, p. 89), whereas personalisation is one to one, brand to consumer. One worry could be that in order to create a personalised service or product, that the price would increase. However, according to Delliotte, ‘price isn’t a barrier, with 1 in 5 consumers who expressed an interest in personalised products willing to pay a 20% premium for them’ (Deloitte, 2015, p. 3).

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MEGA TRENDS sustainability Another mega trend impacting Ohh Deer is sustainability.

Sustainability is ‘a symbolic concern of the modern world as there is constant fret of preserving the resources for the present and for future generation’ (Trivedi, et al., 2018, p.

187). Trend One states that ‘the concept of sustainability now has an influence on a wide variety of global debates… the entire economy, power generation, production, agriculture and consumer goods sectors are scrutinized for their degree of sustainability’ (Trend One, 2018).

Consumers are becoming aware of the ecological pressure that their reckless consumption creates and as a result are trying to make changes to choices as consumers, this is in turn bringing the organizations with them by forcing them to change along with them. This shows how there has been a shift from brands telling consumers what they needed, to consumers now telling the brands what they want, taking the power away. In terms of the greeting card and stationery market, changes have been made to take sustainable action; competitor Scribbler has announced that their packaging is now biodegradable, as they move forward with their Scribbler ‘Goes Green…er’ campaign (Progressive Greetings, 2019). However, Ohh Deer is making strides within this by going plastic free before the end of 2019, meaning they have potential to be leader within the market in this area.

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MACRO TRENDS in touch In touch: Torn between the need to remain socially connected, and the desire to go off the grid, people will want to get back in touch with the things that touch them, emotionally and physically (White, 2018) Greeting cards bring people together, and they are a sendable, tangible reminder from loved ones. They are a way to connect to people through a personal card or gift, that is tailored towards them. Ohh Deer needs to focus on this aspect of their brand moving forward as they have the ability to market the connections made through giving and receiving cards, and keeping ‘in touch’ with each other.

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MACRO TRENDS consumercentric automation Consumercentric automation: Consumer Automation is the use of smart tech becoming more about lifestyle than function. According to Trend Hunter ‘Social media has ushered the world into an age of ‘consumercentricity’ where lifestyle reigns supreme…this lifestyle-focused approach has changed consumer expectations of businesses across industries and is impacting the way they view technology’ (Trend Hunter, 2019, p. 38). An example of consumercentric automation is Miller Beer who have introduced a scannable chip on their alcoholfree beer bottles, that when scanned by a consumer will play music (Trend Hunter, 2019, p. 38). From this trend Ohh Deer could introduce a more personal and omnichannel approach to their brand, through an app or more interactive socials.

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MICRO TRENDS market and design trends In order to fully grasp the greeting card market, it is important to look at micro trends within the sector that will impact the content and products Ohh Deer produces. According to Progressive Greetings magazine, a greeting card market magazine, there is a “zeitgeist of diversity, equality and inclusiveness that will continue to grow in intensity in 2019…The zeitgeist has been fueled by the empowerment of the women’s movement’ (Progressive Greetings, 2019). From this zeitgeist, Progressive Greetings has highlighted key market trends as being female empowerment, inclusivity and taking inspiration form cultural events.

In terms of culture impacting the use of colour in products and advertising, Progressive Greetings stated that “Pantone announced that the Colour of the Year is ‘Living Coral’, it is a reflection of the world we want to live in; a world of thriving coral reefs, vivid sunsets and warmth. In a time of uncertainty in many aspects of politics, the economy and the environment this choice in colour seems to give a strong sense of home and safety, and it’s a shade we will see trickling down onto stationery with the use of similar warm tones” (Progressive Greetings, 2019).

Female empowerment and an overall message of inclusivity will also be seen in the industry, with the break in silence on issues regarding equality and fairness through the #MeToo movement there has been a shift in the representation of women and 2019 will develop further in design. Within the industry female empowerment will be expressed through beautiful and inspiring typography and illustration of women in less traditional settings. Ohh Deer already has a very equal mindset but the brand needs to ensure they are continuing to move forward and progress with their message of equality and empowerment on their socials and products.

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PESTLE A PESTLE analysis has been created to assess the external factors that may impact Ohh Deer, from political to environmental. The company has no control on these factors, however they can be prepared for their occurrence. Ohh Deer needs to constantly stay aware of what is happening in order to remain prepared, as if one of the external factors was to impact their industry negatively, they are prepared to overcome or minimise impact.

impact on Ohh Deer

factors

political

•

•

•

economical

•

•

• Business confidence has hit its lowest level since September 2012, as the uncertainty surrounding Brexit continues… Accountancy firm BDO’s Optimism Index found that business confidence fell to 96.10 in March from 99.79 in February’ (Nazir, 2019) ‘Brexit gridlock has dragged the • UK economy close to stalling point as growing numbers of companies pause their spending plans, raising the risk of job losses in future’ • (Partington, 2019) ‘A gauge of global policy uncertainty is “flashing red” amid anxiety on Brexit, the US government shutdowns and the Sino-American trade war, according to Deutsche Bank’ (Badkar, 2019) “A sharp drop in UK households’ appetite for major purchases was the main signal that Brexit uncertainty had some impact on consumer spending,” Tim Moore, associate director at IHS Markit, said. (Reuters, 2019) ‘The probability of a recession in the United States just went up, materially…While the probability of a recession was approximately 15% in late 2018, now it is closer to 30%’ (Pollard, 2019)

•

•

As a result of Brexit and the uncertainty it is bringing forward, business confidence is falling. This may mean that investors, distributors and collaborators may be less likely to work with Ohh Deer as thy wouldn’t want to venture into a large relationship as they are uncertain of their own future. This could then result in less growth for Ohh Deer as they rely on their large distributers to get their products to the consumer.

Ohh Deer will need to remain aware and conscious of the UK economic landscape. This is so they can limit spending if they need to and protect the brand from an economic standstill.

There is currently global political uncertainty, and as a brand that distributes in both the UK and worldwide, they need to ensure they are aware of the global political and economic issues that may arise and impact their consumer spending habits, trade laws and exchange rates; as all of these will greatly impact the brands overseas presence.

Discretionary purchases, such as greetings cards and stationery, are often hit in more difficult economic times, with consumers likely to cut back and down-scale spending. However, categories like stationery may benefit from the consumer tendency to look for smaller ‘treat’ products in difficult times. (Dover, 2018) According to Forbes (Pollard, 2019) the probability of a recession occurring went up to 30%. If it were to happen this would mean that consumers wouldn’t have enough disposable income and may not want to purchase non-essential goods such as stationery and greeting cards.

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impact on Ohh Deer

factors •

social

•

•

•

•

technological

•

•

•

In mid-2017, the population of the UK was an estimated 66 million – the largest ever. It is projected to continue growing, reaching almost 73 million by 2041 (Office for National Statistics, 2018) The birth rate, death rate and marriage rate are key factors for Ohh Deer. ‘There were 7,019 marriages between same-sex couples in 2016, an increase of 8.1% from 2015’ Social media rise. Millennials are digital natives. They grew up in a digital environment and seem to embrace technology in all aspects of their lives (Development Dimensions International , 2018) ‘For the “always connected” generation, multi-tasking, handheld devices and nearly constant communication are normal’ (Barnes Ph.D & Lescault, 2011) ‘71% if Instagram users around the globe are under the age of 35’ (Hootsuite, 2019)

•

•

•

•

•

The consumer research conducted • for Greetings Card and Personal Stationery Retailing - UK - July 2017 shows that 11% of card purchasers bought from an online specialist such as Moonpig or Funky Pigeon. 21% bought online from any specialist.

Online shoppers are heavily biased • towards the younger age groups.

This is an indication that online shopping for greetings cards and • stationery has a significant audience.

(Westgarth, 2019) ‘Technology is always advancing and one of the most recent tech inventions is virtual reality e-commerce.

Combining the features of traditional shops and the ones on the internet, it makes the shopping experience more friendly’ (ThinkMobiles, 2018) There are 44 million active users in the UK which make up 66% of the UK population (Statista, 2019)

Mintel stated that, ’the growing population is positive for card sales as a whole, particularly birthday cards which are the most purchased-for event. In addition, the changes in population structure will also affect spring seasonal card sales including Mother’s Day, Father’s Day and Valentine’s Day. All of these are affected by the number of people in the family life stage’ (Westgarth, 2019) The everyday card market is driven by a number of factors, but notably the occasions for which people choose to send cards. According to Mintel, ‘births, deaths and marriages are all key to sales of everyday cards’ (Dover, 2018).

The rise in same sex marriages and relationships means as a greeting card company Ohh Deer needs to ensure they are inclusive in the products they offer.

Ohh Deer’s target customer falls within the millennial age category of 25-34. Millennial’s are considered the leaders within digitalisation as they are the first generation to grow up with technology surrounding them. This means Ohh Deer always needs to consider the digital aspect for heir brand and how they can reach their digitally based consumers and mobile users by the optimization of their communication efforts.

Instagram is and should be Ohh Deer’s key social channel moving forward as their target consumer is so active on the channel. The channel works in favor of Ohh Deer’s visual aesthetic and brand image.

Ohh Deer needs to ensure they are able to compete with the online card retailers such as Moonpig and Funky Pigeon. They can do this by the optimization of their website and ensuring it stands out as an online retail option. One way they could do this is by the use of VR to make the online shopping experience more eyecatching and engaging for the consumer.

The involvement of VR into their brand could help Ohh Deer to differentiate against their competitors in the crowded market.

Due to the large number of populations that are active on social media, Ohh Deer need to ensure they are active and engaged on social media so that they can connect with the potential customers through their social platforms.

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impact on Ohh Deer

factors

legal

•

• •

environmental

•

•

• Consumer protection laws . The Consumer Rights Act 2015 became law on 1 October 2015, replacing three major pieces of consumer • legislations – the Sale of Goods Act, Unfair Terms in Consumer Contracts Regulations, and the Supply of Goods and Services Act. It was introduced to simplify, strengthen and modernize the law, giving clearer shopping rights (Which, 2019) Trade/wholesale laws • ‘Copyright is legal right that protects the use of your work once your idea has been physically expressed. The current copyright legislation in the UK is the Copyright, Designs and Patents Act 1988.’ (BBC, 2018) • ‘About 7,900 sq km (3,050 sq miles) of the world’s largest rainforest was destroyed between August 2017 and July 2018 - an area roughly five times the size of London’ (BBC, 2018) Consumers are growing increasingly • conscious and vocal about their impact of the environment and their climate change worries. Consumers are caring more and more about the environmental impact of brands with 68% of millennials purchasing a product with a social or environmental benefit in the past 12 months and 87% of consumers having a more • positive image of a company that supports social or environmental issues (Butler, 2018).

Ohh Deer need to ensure they follow consumer laws in place for stationery and greeting cards, so they can appease their customers, who are the backbone of the brand.

As a brand who sells to traders and wholesalers, they need to ensure the companies they are trading with, and themselves are following the laws that apply. This means Ohh Deer needs to background check each company and ensure the relationship between them remains solid to better the communication between the parties.

Ohh Deer is brand that supports artists to create their products. This means they need to ensure they are following the copyright laws to ensure they use the artist work in the correct, legal way. Additionally, their in-house design team need to ensure the products they create follow these laws and the laws regarding intellectual property.

As a company that deals with paper goods Ohh Deer needs to ensure they are conscious of their impact that may have on deforestation. They have already taken action and their products are FSC Certified, giving the consumer peace of mind knowing that Ohh Deer is environmentally conscious.

Ohh Deer delivers products to their consumers and this means they are growing their carbon footprint. However, as their product are small and sent by Royal Mail, they are sharing the delivery with other post meaning they don’t have any of their own deliveries. Additionally, their products are all stored within their warehouse in Loughborough and this ensures they don’t have any additional warehouses anywhere else, so they only hold what they need and this leads to less waste products.

The brand is already in the works of becoming plastic free, aiming to get this accomplished before the end of 2019. This is set to be accomplished early as most other brands are taking their time to accomplish this.

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SWOT strengths • • • • • • • • •

weaknesses

Strong brand voices of humor and supportiveness to artists Papergang subscription box Making progression to be plastic free by the end of 2019 Small but dedicated employee base, the employees are incredibly dedicated to the brand Loyal customers Visual communication is strong Very accessible and easy to use website Blog used as another form of communication Good distribution channels through big companies

• • •

• •

opportunities • • • •

App development, grow their digital presence New artist collaborations Influencer collaborations Competitors can be potential customers through trade

Social media engagement Awareness is low Don’t have a large presence with their stores (only two stores) and it is easy for consumers to not realise Ohh Deer products are their products when being sold through other distributers such as Paperchase.

Lacking influencer support Twitter is lacking in engagement and is struggling to connect to consumers

threats • • • •

Strong competition such as Paperchase Digital cards and messaging mean people may not send as many greeting cards Saturated market Stores not doing as well with the retail struggle, meaning their retail spaces may be in trouble

As a whole Ohh Deer is doing well and growing in strength. This is due to their personable and lighthearted brand personality, the way they support artists through promoting their work, and the wide range of distribution channels. The backbone of the company are their dedicated employees who all put their all into the brand which translates into the work being produced, this helps to keep their customers loyal to the brand as they like the personal nature of the company. The key weakness of the brand is their awareness, as although known within the industry and amongst the ‘stationery junkie’ consumer, they are not known amongst the everyday consumer who would be wanting a few products occasionally. As well as low awareness the engagement with the brand on social media is bringing them down, this engagement needs to be brought up to grow customers as customers who engage with the brand are more likely to purchase and the brands posts will be more likely to be shown at the top of their feeds.

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SHORT AND LONG TERM PLANS Ohh Deer is continuing to grow at a steady rate, and in order to continue this growth they have in place short- and long-term plans. In terms of short-term plans, the brand is making strides to become plastic free by the end of 2019 and has already removed the use of cellophane on their greeting cards and the use of plastic based glitter on their products. Instead the brand is utilising an innovative creation, the Kard Klasp to keep the card and envelope together and safe during travel and on the shelves. This strategy places Ohh Deer at the forefront of removing plastic as most brands are struggling to complete this at the speed that the sustainable conscious consumer is requiring. Additionally, the brand is looking to introduce a new subscription box, Artful, which will be a quarterly art supply box. This box is currently in development, however should be completed before 2020.

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new markets

existing markets

A N S O F F ’ S M AT R I X

• • • • •

existing products

new products

market penetration

product development

Collaboration with a big artist More stores across the UK Selling Papergang products on main website Stores in the US YouTube focused socials

• • • • • • •

market development • • •

Pop-up shops Travelling showroom International expansion

Recycled paper products Products from recycled plastic Persoanalisation services Bespoke card services Blogger collaborations Development of an app Voice recordings attached to cards (gifting)

diversification • • •

Candle and home scents range Furniture and picture frames Gallery exhibition

Considering the stage that Ohh Deer is currently at, they have the ability to be more adventurous with their strategies. The easiest and safest route for them to take is ‘Market Penetration’. The suggestions within ‘Market Penetration’ are beneficial to move forward with as they are lower risk, they will defiantly be considered when creating the marketing and communication strategy. The “Product Development’ suggestions have a focus on the market trends of personalization and environmentally focused. Possibly the most beneficial for Ohh Deer are the ‘Market Development’ suggestions as they would allow the brand to take their existing products and reach a new audience with their products. Ohh Deer products are accessible and liked by all ages as they are able to be gifted; this provides a good opportunity for Ohh Deer as they have a wide range of potential customers. International expansion is the hardest of these suggestions and is not likely to be carried forward as Ohh Deer is still currently growing in the US and need the ability to focus on this. The ‘Diversification’ suggestions are the most difficult and risky for Ohh Deer to carry out. It will be a big risk for them to do currently, however they could consider them once they have grown the brand and are leading their current market.

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KEY INSIGHTS AND R E C C O M E N D AT I O N S •

• •

• •

• • • •

• •

The revenue of 2018 was £2,333,108, this is a positive figure for the company.

However, in order to grow and reach their vision of becoming a go-to stationery and card brand, they need to continue the good sales figures. This is why an increase in sales is main aim for the marketing strategy and communication plan as the entire business success backs on the sales figures.

Improvement of social media engagement will be important moving forward as it is proven that ‘social media engagement can boost brand awareness, expand marketing reach and ROI, and provide social proof that drives new customers to your business’ (O’Brien, 2018).

Improvement of brand awareness is important within the strategy as currently this is very low. An increase in awareness leads to an increase in sales which is the key aim.

The conversion rate is another aspect that can be improved, and this will be done through making the shopping experience more unique and personal.

Digital innovation is an area that Ohh Deer could look at as many brands have used technology to progress their businesses, while Ohh Deer hasn’t looked into that aside from their ecommerce website.

Personalisation is another trend that Ohh Deer could consider as it is a good way for the brand to reach their customers on a more personal level while providing them with a unique shopping experience.

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PA R T 2

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MARKETING S T R AT E G Y 59

AIM AND OBJECTIVES aim of marketing strategy The overall aim of the marketing strategy is to improve sales through the improvement of brand awareness and customer engagement.

smart objectives • • • • •

To improve sales by 10% by the end of Year 1 of the Marketing Strategy* To increase Instagram followers by 10% by the end of Year 1.

To get a 10% overall increase in Instagram engagement (comments and likes) within Year 1.

To increase conversion rate to 3.5% by the end of the 3 Year Marketing Strategy.

To grow awareness by 20% by the end of the 3 Year Strategy.

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YEAR ONE

It was found through primary research that awareness of the brand was low among consumers with just 28% of respondents having heard of the brand. This is hence the main focus of the first-year strategy as the awareness of the brand will have a direct impact on sales which is the overarching aim for the marketing strategy. Alongside the improvement of awareness, social media engagement will be a key focus of the first-year strategy as this too will aid the improvement of sales, with consumers who are engaged with a brand being more likely to purchase and spend more with a brand they feel connected with.

Awareness will be improved through a collaboration with a popular figure to reach a wider audience through their followers/fans. They will create a collection of products for Ohh Deer’s main site as well as designing a Papergang box. This collection will be sold on the website and there will be a competition to win a day with the popular figure.

Throughout the first year, an app will be being built, ready for the launch at the end of Year 1. The app will be both an ecommerce-based app, as the customer will be able to purchase thought he app, but additionally the app with have unique features to make the customer experiencer more personal through digital innovation. The app will feature a calendar that will sync to the calendar on the customers phone, and when an event, birthday, or holiday is near, the app will send a notification reminder along with suggested products for that event. This is a simple form of personalisation and presents to the customer that Ohh Deer is a thoughtful, supportive and friendly brand that is there to give the consumer a helping hand. Additionally, there will be another feature on the app that will be connected to the website. The website will have a new element that allows customers to record a message for a loved one when they purchase a card. The message will be accessed through a QR code sticker on the app. The recipient of the card will download the app, scan the QR code sticker and the message will come up. This digital innovation is inspired by the ‘consumercentric automaton’ trend as mentioned previously.

It will be Ohh Deer’s way to help their consumers get back in touch with their loved ones through a digital medium as well as getting them engaged with the brand. The fact that this type of personalisation is not currently being used within the card industry will mean a buzz surrounding it will be created that will help to aid awareness growth. There will be a £1 charge added to the card’s if the consumers choose the personalisation option, but considering the affordability of the greeting cards, currently being £2.75 making them £3.75, this is still something affordable for the consumer and because of the unique nature of the personalized technique customers will be willing to pay the higher price for this.

The communication of Year One is detailed in part three of this report.

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calendar

scanner for voice recordings

shop for products

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< march 2020 > s

m

t

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t

f

OD OHH DEER NOTIFICATION s

OHH DEER REMINDER Julie’s birthday is coming up in a few weeks, we have some suggestions for you!

march 2020 Tu e s d a y 3 r d M a r c h Julie’s birthday - click here for some awesome suggestions for Julie Monday 16th March Sam and Allison’s Wedding - click here for some wedding cards and gifts

Julie’s Birthday Edit

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want to hear the message with this card? download our app and scan this code to listen!

play your voice message from DAD

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YEAR TWO In Year 2 there will be a focus on digital, ensuring that the launch and running of the app is smooth and successful. It is expected that the launch of the app will not be entirely smooth as this is new territory for Ohh Deer, this means the first few months of Year 2 will be focusing on the app and the promotion of it through socials and press coverage. It is a concept that will easily talked about in terms of press coverage as it is exciting and new.

Year 2 will also have a strong focus on influencer marketing, and although the brand currently does utalise influencers, the coverage being secured is light. A focus on influencer marketing is important for Ohh Deer because ‘advertising through influencers allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis. So, instead of being skeptical of a commercial or social media ad, consumers are trusting that if their influencer of choice loves the product, they will too” (Mathew, 2018).

Ohh Deer will introduce brand ambassadors, ‘The Ohh Deer Dears’ - Helen Anderson, Lucy Wood and Hannah Michalak. They will promote their products and reach out to their followers, each reaching a different consumer type. Helen reaches the empowered, ‘boss’ women who want brands that have similar empowering values and unique products. Lucy has a younger follower demographic who are more classic consumers, they buy fun stationery for work/school and want durable products. Hannah reaches the mum’s and family orientated women who are often looking for the perfect card/gift or planners to stay organised. These ambassadors will be used across Ohh Deer’s social channels, write blogs for the brand, attend events and endorse the products on their own socials. This ambassador style influencer focus will help Ohh Deer grow their awareness as currently the influencer strategy is using smaller ‘micro’ influencers, however the ROI of these is not very big as they are only getting around 100 likes a post. Reaching out with the larger influencers first will ensure that the awareness is at a good level to then use the micro influencers to maintain that, as a smaller company it isn’t beneficial to use micro influencers as they are not getting the Ohh Deer name out to enough consumers.

Dears THE OHH DEER

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hannah michalak

helen anderson

lucy wood 67

YEAR THREE The third-year strategy will be to grow loyalty to the brand as this will help Ohh Deer grow their B2C relationships.

Loyalty will be grown through the introduction of an online punch card on the app. The punch card will be connected to the users account and it will be a tiered reward system. If they purchase 4 times in the year they get a free greeting card, 8 times in the year a free notebook and 12 times in the year a free mug. A loyalty scheme is a good way for Ohh Deer to gain loyal customers and improve sales as they will be pushed to make more purchase to get to the free gift. The loyalty scheme will be good for the brand as according to YouGov, ‘85% of British women are members of a loyalty programme’ (Brophy, 2018) and furthermore, ‘among consumers using loyalty programmes, almost half (47%) spend more with a brand whose scheme they are member of, whilst four in ten (38%) are more likely to recommend the brand…more than quarter (28%) say they feel “emotionally connected” with a brand whose programme they belong to’ (Brophy, 2018). As consumers become more loyal to the brand they will become part of the community and hence be more engaged with the brand as they feel like they are valued.

collect stamps with every purcahse and win rewards

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PA R T 3

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COMMS PLAN 71

THE SOCIAL M E D I A R E VA M P In order to grow engagement Ohh Deer needs a social revamp. This will be rolled out across all channels to create a more professional, seamless and engaged platforms.

instagram Currently the Instagram stories are featuring the day-to-day life of Mark and Jamie, the owners of the company. Although this adds a personal touch to the brand, it can be hard to get a clear brand message across as it jumps from personal to professional content. This will be stopped so that the brand can create a clear and professional account. The feed content used currently is a mixture of products, user generated content, artwork, lifestyle and viral content. The content type is currently successful; however, the feed ends up looking busy and confusing from all the varying colours and tones. This will be changed by picking a key few colours to focus on, gaining social content that feature these colours will create a more seamless aesthetic, and then if a post doesnâ&#x20AC;&#x2122;t have the colour then a boarder will be used to make ensure the post still fits within the aesthetic of the feed. This wonâ&#x20AC;&#x2122;t be a big task for the brand to easily manage as the content they currently use is good, just the colour scheme needs improvement. The example feed (right) has been made up of successful previous posts to illustrate the how they can utalise the content they already have but make the aesthietic more pleasing to the eye. Making the feed have a better aesthetic is important as many Ohh Deer followers are artists and illustrators and if the feed has more impact, then it will be more noticeable by followers who look for a brand with good aesthetics. Follower engagement will be improved by more interactive elements to the Instagram, with polls, and sliders used more on stories. Design contribution will also be used, with followers being asked what they think of designs and what they want to see from the products. This interaction with the brand will mean the consumers will create more of a relationship with the brand and be more loyal to the brand.

current stories

new stories 72

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twitter The brand’s Twitter is currently not doing well, there is extremely low engagement and the posts going up are the same as Instagram, even though the customer using the social channels are very different. On the Twitter profile, written tweets will be posted. There will be a focus on humour and relatable posts that are easily shared amongst followers, an example of this Bark Box’s Twitter. These tweets will then be able to be used as content on Instagram. Having a more personal feel to the Twitter should help the brand to be more relatable to the follower and hence they will become more engaged with the tweets.

facebook The best content on Facebook is video and this evident through Ohh Deer’s current Facebook where video content is getting the most views as it comes up on the autoplay of videos through Facebook. This is why the social revamp will have Facebook using mostly video content.

blog The blog is another social channel that is very successful for Ohh Deer and is another avenue of communication for the brand. On the blog they offer exclusive content and artist interviews. Although currently successful with around 13k page views a month, this figure could still increase considering the brand has 291k Instagram followers. A recently successful post was the Plastic Free announcement blog post. This post did extremely well as it was shared across all social channels and an email newsletter was sent out. Normally posts don’t get promoted this much and they are usually posted on just Instagram and Twitter, not Facebook. This is what will be changed. An email newsletter will be sent out for each of the blog posts to grow traffic and posts will be put up on all social channels. The current blog content is good, as it is a mixture of interesting pieces with interesting Instagram accounts to follow, artist appreciation posts and product-based content. The content itself will continue as it is but the promotion of posts will increase to grow traffic to the blog.

youtube Ohh Deer already has a YouTube channel, although the last video was posted February 2018. The videos have an average of 2k views per video, showing there is already a demand for video content from the brand.

There will be a new video posted every fortnight. Video content will be similar to what was posted with gift guides and artist interviews, however there will be the introduction of monthly Papergang unboxings and new content such as an office tour and behind the scenes footage of the creative process. This will make the viewer feel they are getting exclusive content and it will act on the voyeuristic nature of consumers who wat to see what goes on behind the scenes. YouTube is a good platform for Ohh Deer to utilise as ‘1.9 billion logged-in users visit YouTube every month’ (Hootsuite, 2019) showing the demand for content on the platform and the scope of potential customers for Ohh Deer.

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bark box example

tweets being used on Instagram

Nobody: Me: I need new stationery!

Am I going to blow all my money on stationery....why yes I am! #stationeryaddict

Nobody: Me: I need new stationery!

example of new tweets

Am I going to blow all my money on stationery....why yes I am! #stationeryaddict 75

COLLAB WITH INFLUENCER To grow awareness for the brand a collaboration will be created with a macro influencer who has a lot of followers. Ohh Deer has previously created a collection and Papergang box with influencer Arden Rose, this was incredibly successful with press coverage and her followers’ interest in the collection. However, her following numbers aren’t very high in comparison to many. This is why an influencer with more following will be chosen.

The influencer chosen is Zoe Sugg who has 9.9 million followers on Instagram and joint following of over 15.8 million on her YouTube channels. Zoe Sugg has a beauty brand Zoella and she is an influencer and author. This is a good influencer to collaborate with to create products as she has already featured Ohh Deer products on’ her social channels as she is a fan of the brand and she has a strong aesthetic that can used to create a collection and Papergang box. She will design the collection and promote it on her social channels. There will also be a competition for a follower to meet Zoe and spend the day with her. This will help to grow awareness as Ohh Deer will be able to promote their brand to Zoella’s followers.

mock up of the papergang box 76

win a day with

Who else loves our new collection with @zoesugg?

Well, you can WIN a day hanging out with her! All you have to do is post your best pic of the collection with the hashtag #zoellaxohhdeer and caption it with the reason why you should be picked! #competition #zoella #win

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APP LAUNCH AND PROMOTION During the first year the app will be developed ready for a launch event at the end of the first year.

This event will need to be promoted on socials and through press. The event will be held in London as this is the most accessibale location for atendees, ensuring the numbers are as high as possible.

Influencers, artists and press will attend, they will have a voice recording booth to promote the voice recording aspect of the app, attendees will be asked to try it out, creating their own personalised product and post on their socials to grow interest and awareness of the app. There will be a drawing station where the Ohh Deer designers will create bespoke drawings for attendees, as a personal memento. This helps to present the artistic side of the brand and shows the designers at work. There will be a countdown for the app launch and it will be a big reveal at the event when the app goes live. Overall the event will be a way for Ohh Deer to promote the app through experiential methods.

The brand has held some events previously that were successful, however it is key to get influencers to attend as they will produce organic content of the event and app. Previously the attendance to events has been good but more could be done to get more influential people in attendance.

Goodie bags will be given to atendees with products from brands tht Ohh Deer have a relationship with. Previously, for Ohh Deerâ&#x20AC;&#x2122;s Summer Siesta event they had goodie bags with products from Soap&Glory, Teapigs and Portlebay Popcorn. It is important for the brand to maintain relationships like this as they will be more wiling to give products for events like this one.

venue: stour space art gallery

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goodie bag example

OHH DEER

voice recording ‘studio’ at event

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REWARDS what? sales

how?

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engagement

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awareness

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increase in conversion rate

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Sales will be increased through the excitement surrounding the Zoe Sugg collaboration as her followers will want to purchase the products she has created.

The app will promote sales as customers will be interested in using the voice recording personalisation method.

Brand engagement will increase through the revamp of the social media platforms. Streamlining them and making the content more user friendly will promote the engagement.

Interactive elements on social media stories will also encourage followers to communicate with the brand directly, leaving them more personally invested in the brand and more willing to interact.

The app will promote engagement as customers are asked to download it in order to access exclusive features such as the calendar and voice message reader.

Brand awareness will increase through the Zoe Sugg collection as she collectively has over 20 million followers across her platforms. All of these followers are interested in her content and so will be interested in the collaboration and through her posts about the brand, they will become aware of the Ohh Deer.

Awareness of the brand will come though press coverage of the Zoe Sugg collaboration and influencer posts of the collaboration.

Influencers support other influencers and Zoe has a tight knit group of friends who will all support her projects and promote to their followers.

The press coverage of the app will also grow brand awareness as it is an exciting and unique app that hasn’t been seen before. A press release will be sent out to all news outlets ready for its release. This press will also all be invited to the launch event.

Influencer and press coverage of the event will also gain awareness of the brand to their followers as it is an exciting event, with lots to experience and talk about after.

Conversion rate will improve because there will be more pushing customers to a purchase with the unique form of personalisation.

This will capture their attention on the website and move them further towards a purchase.

The calendar aspect of the app will aid the increase in conversion rate as it will remind and prompt customers to purchase when they need to. This feature shows the customer how they are helping them and hence should be the brand of choice for the customer. This feature also suggests products, eliminating the overwhelming choice they normally have, that often prevents them purchasing as they get lost amongst the vast choice.

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YouTube Revamp Instagram Revamp Social Revamp Facebook Revamp Blog Revamp Twitter Revamp Product Creation Product Released on email, social media and blog Product Released by Zoella on social media and YouTube Video Zoella created Collaboration Competition to win a day with Zoe Day with Zoe Collection sent out to infleuncers App Development App complete and ready for release App Release App Event Promotion - Invites sent out, infleuncer coverage at the event, live streamed on Ohh Deer's instagram, story takeover App Promotion - Through flyers in all orders, social media promotion, email promotion, press coverage, influencer coverage

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TIME AND COST

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timings A Gantt Chart (left) has been used to determine the time-frame’s of each section of the communication plan. The social revamp runs throughout the year and so a social media assistant will be hired to manage this. The development of the app is new territory for Ohh Deer and so they will need to hire an Application Developer to complete this. The development of the app will be continuing throughout the year and should be finished in November 2020, ready for its launch in December 2020. The collaboration with Zoe Sugg will be developed in January and February 2020, ready for the release in April. This leaves March available as added time if necessary.

budget and profit 2019’s marketing budget was 46,623.93, however in order to develop the app and the need to hire new staff members, 2020’s budget will need to increase. The revenue of 2018 was £2,333,108 and according to Boykin, an average marketing budget is 10% of the company’s revenue from the previous year (Boykin, 2019). From this it can be determined that the marketing budget for 2020 is £233,310. However, this number is too much for a single year and Ohh Deer could utilise the money better in other areas. This is why the figure of 6% of the 2018 revenue has been set upon as the budget. This figure is £139,986.

The marketing budget for this year is £139,986. The costs of the firstyear marketing strategy are £129,547 which includes £35,000 on hiring an Application Developer, £20,000 on hiring a Social Media Assistant and £70,000 on the app development costs.

The profit from this first-year marketing strategy is £233,330 This profit is separate to the sales gained through trade as these sales do not rely on the marketing strategy and fluctuate depending on the sales team and trader’s personal business success at that time. The profit shown is from the marketing strategy and from B2C sales.

The profit is good; however the large income of sales is expected to come in after the release of the app in late December. The ROI from the marketing budget will come in then as it us not an immediate return. The investment into the development of the app means there will be a period of low sales coming in, compared to the cost of the development going out. However, the ROI will come in 2021 once the app has supported the growth in sales.

(All costing/budget information and spreadsheets are in the appendix)

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MEASURING SUCCESS

It is important to measure the success of the marketing strategy so that Ohh Deer can learn from the success or failure of aspects of the strategy and move forward with that insight. The success of the communication plan and marketing strategy will be measured through KPI’s.

These KPI’s are:

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Sales numbers increasing during peak times (the launch of the Zoella collaboration and the launch of the app)

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Sign ups and downloads to the app

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Number of orders placed using the voice message addition (2nd and 3rd year only)

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Social media engagement measured through Later, the social media scheduling programme they use

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Number of responses on interactive based stories (polls/quizzes)

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Click through rate on ads and emails sent out about the app and Zoella collaboration will determine interest from consumers

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CONCLUSION In conclusion, as a growing brand with a strong identity, Ohh Deer has already achieved many things within their market. They have successfully released a monthly subscription box which is growing month by month and they have brought together a community of customers who all love the brand. However, they could be growing even faster than they already are. The 3-Year marketing strategy that has been recommended would lead Ohh Deer to this growth through digital innovation, personalisation and a new social media identity. The key insight found through the situational analysis was that the brand awareness was low. Through the marketing strategy and communication plan, getting the Ohh Deer name out and making customers aware of the brand was a priority. This was achieved through influencer marketing, a collaboration with a macro influencer with millions of loyal followers, and the creation of an app that will help to differentiate the brand from competitors.

Overall if Ohh Deer follows the recommended path set out in the marketing strategy and communication plan, they should be able to continue their business growth by reaching new customers and bringing them into the Ohh Deer community and providing them with a personal experience through the app.

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[Accessed 18 March 2019].

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www.instagram.com/p/Bxrqs0hp8sm/

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[Accessed 18 March 2019].

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99

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100

APPENDIX 101

SURVEY

102

103

INTERVIEW CONSENT FORM

104

INTERVIEW WRITE UP Anna Roe Answers 1. Had you heard of Ohh Deer before?

Not before my cousin started her internship with them.

2. Can you describe the brand to me in 3 words?

Current, gifts, on trend Yes

3. Are you interested in personalisation from brands?

4. Are you interested in brands who have a focus on digital innovation?

Yes if used for ease to order/purchase or cool gifts 5. Would you say there is any focus on digital innovation from this brand?

From an initial look I am not sure. App’s make life easier and no indication if there is an ecommerce service.

My idea is to create an Ohh Deer app. The app will not be an ecommerce-based app as consumers will still purchase through the website. The app will feature a calendar that will sync to the calendar on the customers phone, and when an event, birthday, or holiday is near, the app will send a notification reminder along with suggested products for that event. The website will also have a new element that allows customers to record a message for a loved one when they purchase a card. The message will be accessed through a QR code sticker on the app. The recipient of the card will download the app, scan the QR code sticker and the message will come up. It will be Ohh Deer’s way to help their consumers get back in touch with their loved ones through a digital medium as well as getting them engaged with the brand.

There will be a £1 charge added to the card’s if the consumers choose the personalisation option.

6. Do you like this idea?

I think it makes sense but the ability to order through the app combining all the services would be better, I think that ease is very important and having to use 2 things would seem like more effort.

7. What are three words you would use to describe this app concept?

Fun, Unique, Cute No

8. Can you think of any brands doing anything similar?

9. Would the calendar and voice message aspects of the app make you more likely to purchase from the brand?

Potentially yes 10. Why? I think it is something that is unique, which is hard in current times, I also think that gifts that have been personalised are better, examples being ETSY or Not on the high street customisation being very popular.

Thank you

105

FINANCE SPREADSHEETS

Finance: Costing for Strategy

Costs for new strategies FIXED COSTS People

J

F

M

A

App Developer

£ 2,920.00

£ 2,920.00

£ 2,916.00

£ 2,916.0

Social Media Assistant

£ 1,667.00 £ 4,587.00

£ 1,667.00 £ 4,587.00

£ 1,667.00 £ 4,583.00

£ 1,667.0 £ 4,583.0

App

£ 70,000.00

£ 200.00

£ 200.00

£ 200.0

£ 200.00 £ 4,783.00

£ 200.0 £ 4,783.0

Total

COSTING

Product

These all need to be ded

Collaboration Collection Total

Place

£ 70,000.00 Event Venue

Total Riso Printed flyers to promote app, placed in every order - in-house Riso Printed Invites to the Event - in-house Event Catering Event Decorations Goodie Bags Email Promotions Influencer Products/Papergang - product cost In-house Illustrator for the event Voice recording booth for event Press coverage for the event and the app Social Media coverage of the app and event Win a Day with Zoe Competition - Costs of the Day Blog Posts Total TOTAL

Promotion

£

200.00

Finance: Financial Plan £ 200.00 £ 74,787.00

Those in blue are positive income

FINANCIAL PLAN

Initiatives Sales Turnover (use £000 AVG RRP = units £3.58) £000 Increase units

£ 200.00 £ 4,787.00

-deduct those in red as they are cost

J

F

M

A

M

J

£ 48,509.00

£ 46,719.00

£ 47,435.00

£ 55,848.00

£ 54,595.00

£ 50,12

13550

13050

13250

15600

15250

1

£000

Growth

units

Inc variable (avg gmt cost ) Cost of sales

£

Gross Profit

£

COS

% Margin Fixed Costs

NET PROFIT

£

1.43

£

1.43

£

1.43

£

1.43

£

1.43

£

£ 19,376.50

£ 18,661.50

£ 18,947.50

£ 22,308.00

£ 21,807.50

£ 20,02

£ 29,132.50

£ 28,057.50

£ 28,487.50

£ 33,540.00

£ 32,787.50

£ 30,10

60.06

60.06

60.06

60.06

60.06

£ 74,787.00

£ 4,787.00

£ 4,783.00

£ 4,783.00

£ 5,083.00

£ 4,78

£ (45,654.50) £ 23,270.50

£ 23,704.50

£ 28,757.00

£ 27,704.50

£ 25,31

106

ese all need to be deducted from sales £ income M

A

M

J

J

A

S

O

N

D

,916.00

£ 2,916.00

£ 2,916.00

£ 2,916.00

£ 2,916.00

£ 2,916.00

£ 2,916.00

£ 2,916.00

£ 2,916.00

£ 2,916.00

£

35,000.00

,667.00 ,583.00

£ 1,667.00 £ 4,583.00

£ 1,667.00 £ 4,583.00

£ 1,667.00 £ 4,583.00

£ 1,667.00 £ 4,583.00

£ 1,667.00 £ 4,583.00

£ 1,666.00 £ 4,582.00

£ 1,666.00 £ 4,582.00

£ 1,666.00 £ 4,582.00

£ 1,666.00 £ 4,582.00

£ £

20,000.00 55,000.00

£

70,000.00

£

70,000.00 500.00 500.00 200.00 100.00 550.00 200.00 100.00

£ 100.00 £ 100.00

200.00

£ 200.00

£ 200.00

£ 200.00

£ 200.00

£ 200.00

£ 200.00

£ 200.00

£ 200.00

TOTAL

£ £ £

500.00 500.00 100.00

£ £ £

550.00 200.00 100.00

£ £ £ £ £ £ £

£

200.00

£

2,400.00

£

197.00

£

197.00

£

300.00

£ £

4,047.00 129,547.00

£ 300.00

200.00 ,783.00

£ 200.00 £ 4,783.00

as they are costs

M

£ 500.00 £ 5,083.00

£ 200.00 £ 4,783.00

£ 200.00 £ 4,783.00

£ 200.00 £ 4,783.00

£ 200.00 £ 4,782.00

£ 200.00 £ 4,782.00

£ 400.00 £ 4,982.00

£ 1,347.00 £ 6,429.00

J

J

A

S

O

N

D

TOTAL

595.00

£ 50,120.00

£ 48,509.00

£ 48,509.00

£ 48,509.00

£ 50,084.20

£ 50,084.20

£ 55,311.00

£ 604,232.40 Est im

15250

14000

13550

13550

13550

13990

13990

15450

168780 Num

vers

vers

1.43

£

1.43

£

1.43

£

1.43

£

1.43

£

1.43

£

1.43

£

1.43

£

1.43 40%

807.50

£ 20,020.00

£ 19,376.50

£ 19,376.50

£ 19,376.50

£ 20,005.70

£ 20,005.70

£ 22,093.50

£ 241,355.40

787.50

£ 30,100.00

£ 29,132.50

£ 29,132.50

£ 29,132.50

£ 30,078.50

£ 30,078.50

£ 33,217.50

£ 362,877.00 Sale

60.06

60.06

60.06

60.06

60.06

60.06

60.06

60.06

60.06 gros

083.00

£ 4,783.00

£ 4,783.00

£ 4,783.00

£ 4,782.00

£ 4,782.00

£ 4,982.00

£ 6,429.00

£ 129,547.00 Tot a

704.50

£ 25,317.00

£ 24,349.50

£ 24,349.50

£ 24,350.50

£ 25,296.50

£ 25,096.50

£ 26,788.50

£ 233,330.00

107

Gro

C O S T I N G R AT I O N A L E Costing Rationale

•

App Developer Wages – According to Prospects the salary for an app developer is typically between £30,000 and £40,000 (Prospects, 2018)

•

Social Media Assistant – According to Glassdoor the average social media assistant salary is £20,000 (Glassdoor, 2019)

•

App Development Cost – According to SavvyApps, asn app development agency, an app is likely to cost anywhere between $50,000 to $100,000, $90,000 was chosen to allow for a bigger budget, this is around £70,000 (Yarmosh, 2015)

•

Collaboration Costing – The collaboration won’t cost the brand any added extras as they are continually creating new collections and a new Papergang box every month. This means their product creation budget already accounts for the collection.

•

Event Venue – The venue found is £500 for an evening from HireSpace (HireSpace, 2019)

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Riso printed Flyers to promote app, to go in every sale and every Papergang box for December – No added cost to the brand as they print in – house with their riso printing machine and so this is already accounted for in printing costs.

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Event catering – Aforderble catering states the price per head is £5 for canapés, there are 100 guests expected and so a budget of £550 was created for catering the event (Aforderble Catering, 2019)

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Event decorations – there is a budget of £200 for décor for the event as there isn’t a need for extravagant décor.

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Goodie bags – from the relationships formed, brands happily provide products for goodie bags as they have done previously. This means they need they just need to purchase the bags, the filler paper which comes under the budget of £100

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Email promotions – email promotions come at no extra cost to the company as they are continually created by the marketing team.

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Products sent to influencers throughout the year – A budget has been put in place for £200 a month of products. That is going off the cost price of products not the RRP.

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In house illustrator for the event – free as the illustrator is on the creative team and has previously done similar at other events.

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Voice recording booth for the event - A portable voice recording booth set was found online for £197 (IntaAudio, 2019) 108

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REVEIWS AND S O C I A Lâ&#x20AC;&#x2122; S A N A LY S I S

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