General Assembly - Digital Marketing Final Project

Business Model?Sell caps. Make $$.

MVP: March’s Value PropEXCLUSIVITY

Only 150 caps are made in each collection

STYLE Cool graphics, bold colors

MAKE Designed NY, made in USA

SELECTIVITY 5 designs adds simplicity to your choice

Allllllllll the FEELS

have ATTITUDE

be DETERMINED own your STYLE

get CREATIVE

find INSPIRATION

find PASSION

keep it SIMPLE

live with CONFIDENCE

KPIsAcquisition Page Views Unique Visitors

Conversion Conversion Rate

Bounce Rate Page Views/ VisitBehavior

Traffic

• 47% direct traffic

• 41% referral

• 7.8% organic

• 2.1% Social

• 1.4% Email

Acquisition Strategy

HOW?•Create email marketing campaign

•Engage with users on social media

1.4% Email

2.1% Social

Email Marketing Flow Basic Email Flow:

1. “Thanks, you da best” Confirmation Email

Buyers Non-Buyers1. “Yo, Sup, Hello, Hi”

Welcome email

2. New product updates2. Product spotlight series • Quality • Production • Inspiration

3. Email Newsletter/ Promos/ Sales

Pre-Written Product Reviews

Use & to increase review count.

METHOD: When users click on either icon in an email, a pre-written review will appear on the platform as a tweet or post, respectively.

This will help drive traffic both via social media & email!

Here’s an example: ClickToTweet.com can help you create posts that pre-fill their statuses on Twitter.

Email Newsletters Could Also Include:

•Interviews with artists, designers, and wearers of the brand

•Daily inspiration

•Updates on various social feeds

on

#forwardmarch@MarchCaps

March Chats with…Barclay Douglas, Designer & Creator of March Caps

Images, quotes, song tracks/ lyrics (*curated Soundcloud playlists)

Email Marketing KPIs

•Brand engagement

•Repeat purchases

•Acquire & convert new prospects

Conversions by the Numbers

*Set up Google Analytics to track online conversions*

From (Launch) Mid May - December 1, 2015:

~30 conversions total (on & offline)

Boost Conversions Online• Create a sense of urgency (play up the exclusivity,

limited edition)

• Provide offer codes, referral codes, or product discounts

• Cart abandonment popup on website

Tweet, Facebook posts, emails: “Only __ left!”

“Don’t leave empty headed. Checkout now and get __% off”

Use Code MarchOff for: 10% 15% 20%

What About the ‘Gram?

2,559 followers 137 followers 21 followers

Lets G Shopping!

• SUGGESTION: Use soldsie or liketoknow.it to drive purchases

#

Speaking of the Website…May 1 - Dec. 1, 2015

Behavior Goals

HOW?

•Improve UX

•Add content to website

Pageviews

Bounce Rate

with the CTRs. with the Bouncers.

SUGGESTIONS:

• “About” page

• “Press” page

• Create a blog

• Add a persistent top nav bar

UpDown

*A quick fix? Improve UX between story & shop pages…

A Story & A Store.

This is what’s on your homepage.

Each design has its own story (landing) page.

But, each one is only accessible via homepage. Hat images link to shop pages.

What I mean is…

TAKEAWAY: It’s not easy to distinguish which is which.

Let’s go for a dive.

Here’s where you land when you click on a story page above the fold.

As you scroll down the page, you learn more about the design…

…and editorial description.

SUGGESTIONS:

• Combine story & shop • Change CTA buttons

…but when you reach the end of the page, you can only go to another designs shop page, NOT another story page.

…the inspiration…

• Make social sharing icons more obvious, especially on your homepage and shop pages as those are the most frequently visited

Also…

I Own You.

Earned Owned

Paid Media Content

Use and for:

•Driving traffic to website

•Increasing awareness

•Boosting your posts

•Driving conversions

Testing, Testing, A-B-CUse the content you have currently, create Facebook Ad

campaigns. Test different images & copy.

Content Editorial Product

Facebook KPIs

• Click through rates

• Engagement (likes, shares, comments)

• Conversions

SponsorshipsContinue reaching out to influencers

(people, publications, or related events)

(And if you can’t get in touch with Alexa Chung, it never hurts to

Tweet!)

Social Media Improvement

• Instagram: #, @, link in bio.

• Keep social media reel updated on website

• Twitter: engage, follow, tweet @, and have an opinion on trending topics

• Integrate (Use a content management system to like Hootesuite for easier social management)

Snapbacks on Snapchat

Around 30 views/day currently

How can you increase followers & views?

Make it Snappy!•Acquire new followers

•Videos

•Takeovers

Post a the ghost (your code) on Instagram, Facebook, Twitter, Google+, Pinterest, and in emails

Create longer, cohesive stories (BTS footage, designing in progress, interview snippets)

Find influencers! (e.g. @coffeenclothes might be a good one)

MARCH CAPS

THANKS!