PROJECT EVALUATION
PROJECT EVALUATION I SIRE’S CROWN
BRAND MISSION Our goal is to revolutionize eyewear, be a sustainable and eco-friendly business with truly eco-friendly glasses, and plant over 100,000 trees this year through our good friends at "Trees for the Future."
BUSINESS GOALS
~200% increase
in USA & Latin America
by 2014
Quality Built
Wooden Eyewear
traffic
70% social
Sunglasses & RX Lenses
by community building and referrals COPYRIGHT 2013 - ZO! CREATIVE I PAGE 2
PROJECT EVALUATION I SIRE’S CROWN
RECOMMENDED TARGET AUDIENCE
45%
55%
MALE FANS
10% 25% 40% 15% 5% 5%
13-17 18-24 25-34 35-44 45-54 55+
HOUSEHOLD
75K+ HOUSEHOLD
FEMALE FANS
10% 30% 35% 15% 5% 5%
13-17 18-24 25-34 35-44 45-54 55+
INTERESTS
LOCATIONS
outdoor activities, surfing, snowboarding, running, beach, road trips, hiking, creativity,
museums, painting, attending concerts, writing music, art
and nature, eco fashion
He sees a market saturated with styles and choices, and is drawn to the items that are not monotonous.
United States Latin America Canada
He hears about eco friendly, creative, and new RX brands and styles. Listen to the quality assurances of a product or brand, and is concerned that he is getting his money’s worth, but price is not the primary motivator.
AT T I T U D E S
He likes for the items he wears to have a meaning. His philosophy when shopping is, if you’re going to spend the money, why not understand what you’re spending it on
He will shop around for the right product and deal. If he has a question about a brand or a product, he will not hesitate to ask questions and search until he finds them.
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PROJECT EVALUATION I SIRE’S CROWN
SWOT ANALYSIS
SWOT
strengths
weaknesses
opportunities
- Existing Customer Base & Knowledge of Attitudes
- Lack of Story and community lifestyle, no real word of mouth as result
- Turn existing customers into active advocates, being part of the Sire’s Crown growth.
- High Price Point vs. Low Brand Value
- Brand Value+Quality can justify Price.
- RX Lenses thru Wooden Glasses - Not just Eco-friendly but Eco Active - Unique Wood Design for almost each customer - Dedicated Customer service (very personal). - Celebrity Endorsements - Successful & Steady growth
- No mobile strategy, Website not valuable to Brand - Low Engagement across social networks - Bad SEO = Site can’t be searched - Content/Video Marketing Needed
- Artist Program drives Attention
- Brand Voice Unclear
- Product is Secure, Successful, of Quality. Timeless.
- Creativity in product but not in Communication/ marketing.
- Sire’s Crown HAS Stories, Cause, Content, Emotions to Share. - Upcoming get LA.ID Sub-Business as Fun Campaign. Drive even more attention to Wooden Glasses.
threats
- Sunglass market over saturated. Wooden Sunglasses is a niche though. - Lower price points from some competitors. - Adapting to change in Tech/Marketing in timely manner. - No Mobile strategy in place for 2013. - Fulfillment on Big Orders
- Content/Social Strategy will reduce CRM time/cost. - Trending Wooden Eyewear for RX Communities/ Opticians. - Online Features to Enhance Shopping Experience.
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PROJECT EVALUATION I SIRE’S CROWN
MARKET & COMPETITORS ANALYSIS
12K LIKES
29K
730
LIKES
FOLLOWERS
3.6K
2009
FOLLOWERS
FOUNDED
2009
FOUNDED
Oddly low ratio considering ‘Likes’. Unlike with other brands in the same space, Capital Eyewear does not seem to get any complaints about broken or ‘need to be replaced’ sunglasses; along with assurances that shipping will virtually never result in a defunct product. 1K
LIKES
21K LIKES
4K
FOLLOWER
2010
FOUNDED
Overall social media presence is exceptional, but could use more work across almost every platform. Great with customer interaction, when solicited, and portraying the brand in a very specific yet unique and fun way.
250
2007
FOLLOWERS FOUNDED
Lot of complaints about slow customer service and a lot of breaking glasses/ wallets. Features some power players such as Snoop Dogg and Beyonce wearing brand. Not exclusively an eyewear company, though it is the staple w/ price point around $120.
Overall, online and social media presence is completely incongruous to ‘real-world’ presence. Tons of features in major magazines and on A-List celebs, but does not get the online traction that brands with far less endorsement receive.
12K LIKES
3.2K
FOLLOWERS
1996
FOUNDED
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PROJECT EVALUATION I SIRE’S CROWN
KEY MESSAGES E a ch a n d e v e r y f r a m e i s d u r a b l e , h a n d c r a ft e d and unique, just for you.
Uniqueness at first glance! B u y i n g a p a i r o f S i r e ’s w o o d e n g l a s s e s h e l p s p l a n t t h o u s a n d s o f t r e e s e a ch y e a r !
SOCIAL MEDIA GOALS MONTH 1, 2 & 3
Develop Brand Voice and Deliver Message w/ Content Strategy and Production
MONTH 4, 5 & 6
Build Database of Social Advocates to increase authentic word of mouth
Activities will include web design, development, social media, community mgmt, writing and measurement.
200 % SOCIAL ROI MONTH 7, 8 & 9
Activities will include media outreach, social media monitoring, community mgmt, social app development, design and measurement.
Lead your market with cutting edge campaigns Activities will include strategy planning, design, audiovisual production, application development, testing, framework monitoring, measurement analysis, content writing and digital pr.
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PROJECT EVALUATION I SIRE’S CROWN
TACTICS & PERFORMANCE METRICS
“
a goal is a dream with a deadline...
”
and we’ve got metrics to measure its success. MONTH 1,2,3
METRICS
Strategy Planning, Brand Voice & Content Strategy
- Document + Feedbacks
Rebranding of Social Accounts and Setup of Analytics Software
- Fan Feedbacks
Daily Social Media Monitoring/Training (Interactions, Analysis)
- # Talking about this
Writing and Posting of SEO Friendly Articles (4 per month)
- % Referral Traffic + Time
New Website “Sire’s Crown / LA.ID” - Design + Development
- Deliverables
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
- Document + Design
MONTH 4,5,6
METRICS
Development of Influencers and Advocates Database
>50 Retweets or Mentions
Content Research, Optimization and Design
- Engagement Rate %
Daily Social Media Monitoring/Training (Interactions, Analysis)
- # Talking about this
Advocacy Program Management + VIP Member Email Communications
- # Email subscribers
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
- Document + Design
Media Outreach thru Creative Guerrilla Ads
- # of UVs, %Referral Traffic
MONTH 7,8,9
METRICS
Strategy Planning and Creative Brief
- Document
Design and Development of Social Contest Template
- Deliverables
Monitoring of Campaign (NorthSocial)
- Social $ Revenue
Writing and Submission of Press Release + Blog Outreach
- # talking about this
Video Production and Editing
- # of views and # shares
Campaign ROI Analysis and Stats Report
- ROI Change
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PROJECT EVALUATION I SIRE’S CROWN
BUDGET &TIMING
With ZO! there’s no rehearsals, you only Pay for Performance!
MONTH 1,2,3
Hrs
$/Hr
Amount
Strategy Planning, Brand Voice & Content Strategy
10
$50.00
$500.00
Rebranding of Social Accounts and Setup of Analytics Software
6
$50.00
$300.00
Daily Social Media Monitoring/Training (Interactions, Analysis)
24
$50.00
$1,200.00
Writing and Posting of SEO Friendly Articles (4 per month)
12
$50.00
$600.00
New Website “Sire’s Crown / LA.ID” - Design + Development**
30
$75.00
$2,250.00
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
6
$50.00
$300.00
Base Pay (25% Deposit) - Due Day 1
$1,287.50
Performance Pay* - Due Day 30
$5,407.50 TOTAL MONTHLY FEE
MONTH 4,5,6
$6,695.00
Hrs
$/Hr
Amount
Development of Influencers and Advocates Database
30
$50.00
$1,500.00
Content Research, Optimization and Design
6
$50.00
$300.00
Daily Social Media Monitoring/Training (Interactions, Analysis)
24
$50.00
$1,200.00
Advocacy Program Management + VIP Member Email Communications
12
$50.00
$600.00
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
6
$50.00
$300.00
Media Outreach thru Creative Guerrilla Ads
12
$50.00
$600.00
Base Pay (25% Deposit) - Due Day 1
$1,125.00
Performance Pay* - Due Day 30
$4,725.00 TOTAL MONTHLY FEE
MONTH 7,8,9
$5,850.00
Hrs
$/Hr
Amount
Strategy Planning and Creative Brief
20
$50.00
$1,000.00
Design and Development of Social Contest Template
20
$75.00
$1,500.00
Monitoring of Campaign (NorthSocial)
12
$50.00
$600.00
Writing and Submission of Press Release + Blog Outreach
12
$50.00
$600.00
Video Production and Editing
30
$75.00
$2,250.00
Campaign ROI Analysis and Stats Report
12
$50.00
$600.00
Base Pay (25% Deposit) - Due Day 1
$1,637.50
Performance Pay* - Due Day 30
$6,877.50 TOTAL MONTHLY FEE
*Performance pay calculated as remaining balance of total amount due and a 30% interest rate. ** Development may require extra cost, based on scope of project.
$8,515.00
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PROJECT EVALUATION I SIRE’S CROWN
ASSOCIATED ACTIVITIES MONTH 1,2,3 Questionnaire Answers Access to Visuals Social Accounts Server Access Focus Group Access to Analytics
MONTH 4,5,6
MONTH 7,8,9
Focus Group Access to Visuals Server Access Access to Analytics Cision Software + DB List Marketing Budget & Team
Access to Existing Database Access to Online Store Focus Group Sales Management Social Accounts Marketing Budget & Team
RISK ANALYSIS
Lack of Control
Customers Responses
Confidential Information
Negative Comments
Social Fraud
Probability: 2
x
Severity: 3
Score: 6/25
Actions: Establish clear policies that dictate what can and cannot be shared. Create the capability to capture and log all communications.
Probability: 1
x
Severity: 4
Score: 4/25
Actions: Make sure staff can handle traffic associated with social media presence. Create notice with clear timeline for responses.
Probability: 3
x
Severity: 2
Score: 6/25
Actions: Have HR establish policies and awareness training so employees & vendors do not share company info.
Probability: 2
x
Severity: 4
Score: 8/25
Actions: Create Guidelines for all employees and vendors to respond properly and create positive reputation control.
Probability: 1
x
Severity: 3
Score: 3/25
Actions: Very minimal but if occurs, company needs to be informed and take proper actions. Specifically with referral links or affiliate partners.
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Edwin Yu CHIEF OPERATING OFFICER
edwin@zo-creative.com
+1 626.230.7487
2360 CORPORATE CIRCLE STE 400 I HENDERSON, NV 89074-‐7722 INFO@ZO-‐CREATIVE.COM I 800.660.6928 I WWW.ZO-‐CREATIVE.COM