Launches

The

“SECRET GIFT BOX OFFER”

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The purpose of this plan, is to increase the online sales, bring traffic to our website and attract new customers. One way to achieve that, is to create a “bait” and run the promotion (social media and press) for it. Our “bait” will be divided in two “sub-baits”. Prior to them, an analysis will take place, in order to understand our products and identify our targets.

The fist “bait”, will be a new bundle product which will be launched, only for a limited time in Autumn 2015 and will be promoted as a limited edition reduced product, with environmental respect.

The second one, will be the web content we’ll publish and social media channels that we’ll use in order to create a buzz and attract new customers. Our plan is divided in the following parts:

1. Introductory Analysis

2. Launching a new Bundle Product:

“THE UNSEEN’s SEGRET GIFT BOX”, including a) The support candle, b)The Book of Shadows and c) The Quill and completely made of recycled wood.

3. Social Media Plan, User acquisition and web content.

Within the next pages several fields are analyzed, such as choice of product, goals, message, social media plan and its impact to our audience, etc via different processes such as analysis, marketing mix implementation, S.M.A.R.T. and A.I.D.A methods.

It is estimated that the social media campaign will create an increase of 10-12% of the online sales and engagement while the product will help increase our market share in the long run.

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Introductory analysis.

Product, webpage and social media analysis.

Part I-Launching a new product-”The Secret Gift Box”.

Objectives, Customer Analysis and Target Audience.

Market analysis.

The Product.

Price.

Place-Product Distribution.

Promotion.

Management team and staff

Operations-product development plan.

Part II-Social Media & Website.

Webpage Goals

Social media goals and ways to achieve them.

Messaging and key words.

45 days campaign-posts in social media.

Outcomes and foreseen challenges.

Social media plan (sample).

Assumptions for budget and social media campaign.

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Strengths:

Website with a narrative, artistic and interactive content which impresses the visitor.

Unique collection and products, made by blending biological and chemical matter into materials aiming mostly to artistic, high profile, fashion fanatics or collector, clients. A real difference in the fashion market!

The webpage expresses THE UNSEEN’s concerns for Design, Science, Art, Technology and Performance. When promoting their products they show the environmental (Air) changes impact on them. This also expresses their concern for the environment.

Good quality of press pack and published photos, focusing on the products and events at the Emporium.

Several times awarded company with big brand clients, which shows their professionalism and contribution in the fashion, art, technology and science market.

Published videos, with a background music that is travelling us to religious, mystical or pagan ceremonies . This mostly enhances the image of THE UNSEEN as a movement while indirectly promoting its creations and products to an audience which has unique interests.

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Internal

Environment Strengths

Internal

Environment Weaknesses

External

Environment Opportunities

External

Environment Threats

S.W.O.T.

Product, webpage and social media analysis

Weaknesses:

There isn’t any section at the website which can refer to other friendly websites in fashion, art, design or science and can bring related visits and traffic to itself.

There is a lack of an online section, in which the users would be able to ask anything on real time and immediately receive answers. There is an Enquiries section but it’s not the same thing!

The social media content doesn’t follow exactly the creative story telling line of the website and seems to be based mostly, in announcement posts. This doesn't help the online sales neither traffic to the website. Also, the most popular channels seem to be Twitter and Instagram with the other ones to follow.

The shop's online collection is limited and seems to focus mostly on women’s needs, high profile clients and the fanatics of art and fashion and not to a wider audience including men!

There isn’t any offer or limited product at the website which will give the client a chance to engage, express him/herself, or share his/her thoughts with other people.

Although, the webpage mentions and strongly presents the impact of the environment to THE UNSEEN’s creations, there isn’t any product that could refer to environmental protection, e.g. created from recycled matter.

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Internal

Environment Strengths

Internal

Environment Weaknesses

External

Environment Opportunities

External

Environment Threats

S.W.O.T.

Product, webpage and social media analysis

Opportunities:

To launch a new bundle product offer, preferably made by recycled matter, for a limited time period would increase the company’s image to its customers, short term sales and long term share market.

An ad with a famous artist would increase the sales of the products or an online ad with creative content would increase sales and income based on PPC (Pay per Click) .

To create an online chat section would help the users find answers to their questions in real time. This, shows that the company cares for its customers!

To create a friendly pages section in the menu area would increase traffic from friendly websites.

Creative and personalized newsletters as well as identification of the audience in the social media channels the rush hours would help create a certain opinion of the buyer’s profile.

Creative story telling and creative posts, would increase the engagement with old and new customers in social media.

To create short video trailers of the new product before it’s release and giving each time a small tip to clients, would increase sales, based on the “word of mouth” method.

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Internal

Environment Strengths

Internal

Environment Weaknesses

External

Environment Opportunities

External

Environment Threats

S.W.O.T.

Product, webpage and social media analysis

Threats:

A financial or political crisis would result in reducing the company’s sales and income.

The term “wearable technology” is already a trend around Europe and overseas. Journalists use it in order to characterize, under its umbrella, every company which combines technology with clothing. This term doesn’t exactly represent this company! Therefore, attention should be paid not to be characterized like this in press or social media.

Malicious posts in company’s social media channels from users or other companies would negatively affect the company's image, sales as well as traffic to the website. Therefore, challenges should be faced by creating a certain answering policy for social media crisis situations.

Attention should be also be paid to other companies which might have or promote the same or similar products, as this would create an unfair competition and would affect sales. Company, must be prepared for such situations!

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Internal

Environment Strengths

Internal

Environment Weaknesses

External

Environment Opportunities

External

Environment Threats

S.W.O.T.

Product, webpage and social media analysis

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Objectives: Increase awareness of our products in the market and company’s sales. Creation of a new bundled product which will increase our short term sales and

long term share market. The bundled product will be launched only once, as a limited edition and be

partially or completely made of recycled matter while giving our customers the chance write their message on it.

To give our customers the chance to contribute to the environment by buying one of our products.

Selling to: Direct market Retail customers or companies. Online retail customers. Target audience by: a) Location (UK and overseas), b)Age (25-50). c) Sex (Men and women). d)Occupation. Preferences of our target audience are: High profile clients, companies and men. Age range->25-30 years old. Sales target of our product in pieces: >50

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Objectives, Customer analysis and target audience.

THE UNSEEN’S contributes mostly to the fashion, tech, and art industry. During the last years a lot of companies are trying to enter these industries which makes the competition bigger.

Our target customers are mostly women, artists or wealthy people who are interested in wearing a unique cloth or buying a unique product as gift or for themselves which won’t be able to find it anywhere else and would be artistic, hi-tech or luxury but they are also willing to pay more in order to cover their need. For this reason our products make the difference in the market which helps us have dedicated customers. Our goal is to expand our sales into the wider audience and develop our long term share in the market, by providing new or bundled products and create experiences like events to promote them in our audience.

Most of the clients we have, buy our products within our region but there is also a huge interest from USA. This provides us the opportunity to expand in new markets.

Our strength against our competitors is that our formula of inks hasn’t been copied from anyone and we, therefore, should protect it from our competitors.

Our business seem to have great potential for future growing within the local market but also overseas. Last years, there is an increase of the creative industries in the fashion-art sector mostly for companies that have something unique to offer. Our products and services, have this element because they combine art, technology, design with the experience of living or discovering the unseen.

Note:

In this page, due to the lack of specific data , like customer attitude history, demographics, competitors’ data, a lot of assumptions had to be made. Thus, the data provided are not accurate.

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Logo: THE UNSEEN.

Name: The Secret Gift Box (Limited Edition).

Description, quality, contents and unique characteristics:

A box made of recycled wood, purchased from the Wood Recycling Community for 2£, which will have on its front side a carved logo of THE UNSEEN. Its contents will include a)The Support candle, b) The Book of Shadows (A6 size) and c) The Quill. The product will be released only for the period 15 September 2015-30 October 2015.

Price and additional costs:

70£ (including contribution of money(2£) raised for Wood Recycling community).

10£ (Additional cost, if the customer wishes to order the box with a carved written message on it , for his/her loved ones.)

Packaging and delivery:

The product will be delivered by Royal Mail, with additional delivery costs for the customer depending on the destination.

Advantages of the product:

a)The box is eco-friendly, b) Promotes the company’s environmental concerns, c) It has attractive price for a gift and only for a limited time, d) It gives the customer the satisfaction of contributing to the environment and that’s why it is targeting to a the wider audience.

Feedstock:

The box is made from recycled wood and will be bought ready, directly from the Wood Recycling community for 2£.

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The Product

Pricing Pricing strategy – Penetration pricing (based on customers) Cost price /unit (box): 49£ Markup on cost :43% Suggested competitive price:70£ The penetration pricing method is ideal for increasing sales and attract new customers. Setting the selling price in a lower level than usual for a short period of time is ideal for launching a new limited product offer in the market, gives us the advantage of increasing our sales for a short term while engaging with new customers and create traffic in our website. Delivery: By Royal Mail with additional cost depending on the destination. Payment terms and financing options: Paid by cash at delivery in the Emporium or

in advance by credit/debit cards. This strategy encourages our customers to switch to this product because of the lower price and minimum additional cost for product’s personalization. Although, our profit would be in a lower level, due to the product’s price, we would be able to increase our market share and identify new customers. The price of 70£ covers the production costs, and is aligned with the price policy of our brand because although it refers to a limited edition reduced product, it’s not too reduced to be considered of cheap quality and also targets to both loyal customers and wider audience. Break Even Analysis example : 100/ (70-49)=4 boxes should be sold to break even. Which , in terms of money is explained as 4 units X 70£=280£ Sales will be tracked by subscribing online for each order. Potential Number of customers (a): 30 , Estimated volume per customer (b): 2 Potential sales volume (a x b =):60

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Price

Distribution Channels

Emporium

Online webpage

Ordering

Orders placed from THE UNSEEN’s online shop by subscribing to an online form .

Orders placed at our Emporium by filling an order form with customer’s contact details.

Delivery method:

In person at the Emporium.

By Royal Mail.

Packaging:

Placed in a gift bag when sold from our Emporium.

Placed in a Post bag including our Emporium’s gift bag with the product inside when delivered by Royal Mail.

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Place-Product Distribution

Tagline:

“Design your Secrets in an Art Gift Box and feel THE UNSEEN’s eco-Magick”.

Tagline notes:

“For orders and pre-orders subscribe to our website or visit our Emporium. First 5 Pre-orders will earn a free personalized carved message on their Gift Box. The Secret Gift Box offer exists only from 15 September to 30 October 2015. With every order, you contribute 2£ to the Wood Recycling Community.”

Promotion tools:

THE UNSEEN’s online Emporium’s shop.

Press releases (following the AIDA model (Attention, Interest, Desire, Action) to Fashion, Science, Design and Art magazines.

Radio announcements for the offer.

Special event to our Emporium, on its release which will give customers the chance to express their interest and even buy it.

Free gifts to selected journalists and invitations to the release event.

PR

Brochures at the Emporium and in the bags delivered to our customers.

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Promotion

The company is run by its Founder Ms. Lauren Bowker (Materials Alchemist) with the help of Ms. Christa Leask (The Anatomist) and Ms.J ess Smith (The Cutter). For running our project we will need the following:

The Anatomist will ensure that the boxes order are in proper structure and will also do the carving in order to be sold.

The Cutter will ensure that the boxes are in a proper shape in order to be sold.

CFO - Will ensure all financial transactions, book keeping, budgeting, accounting and taxing are working well and is also responsible for financial reporting and the financial progress of the company.

COO - Responsible for running the strategy of our project, measuring and reporting.

Creative Director: Responsible for ensuring that designs are aligned with the company’s image and brainstorming creative ideas when asked for improvement.

Head of Marketing: Responsible for planning and implementing all Marketing and Sales activities in order to maintain Sales in accordance to business plan.

Office Manager: Will ensure that everything in the office works as scheduled and agreed.

Other Employess: Responsible for packaging and delivering the products on time but also for receiving orders from our clients.

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The boxes for this limited offer campaign will be bought from the Wood Recycling Community for 2£.

The quantity of boxes ordered will be decided after having counted the online pre-orders before the official release of the product. This way, the risk of buying too many boxes without selling them is avoided. It is our company’s responsibility to ensure that boxes are delivered to us on time and as agreed.

After received and ensured that the boxes are in good shape, structure, the boxes must be painted and carved in order to delivered to our customers. Also, we should include the box’s contents and any printing material such as company’s brochure. After that, we should prepare the packaging for our customers.

We’ll put each box in our company’s shop bag and then we’ll categorize the deliveries by geographical area before send them to the Royal Mail.

In all cases, during the product development process, all H & S regulations should be followed in order to avoid any accidents.

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Webpage:

Create a friendly section site in our webpage within a 30 days period, before 1 September 2015, in order to bring traffic from other sites.

Create an online chat section in our webpage where our customers would be able to receive answers on real time. This enhances the company’s quality services and support to it clients.

Create a new post in our webpage for our bundled product in order to increase awareness.

Using keywords, tags or metadata at our website and its posts to increase the Google search ranking .

Direct Email Marketing:

Create personalized newsletters for the “Secret Gift Box” to users, customers and companies in order to increase interest. This would bring us at least 10 new customers within 75 days

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Goals:

Increase sales of our product in 45 days and bring traffic to our website while acquiring approximately at least 100 in total, new customers, companies or other fashion, technology, art or science professionals.

Create a 45 days(1st August 2015 -14 September 2015) story telling campaign to generate profit of 5000£ from sales.

Create ads to promote our product in social media.

Ways to achieve them:

Use of Google Ad words and Pay per click ads in all social media channels.

Identify the hours that our users are online and schedule our posts in certain times via Hootsuite or Buffer. This way we publish the right post at the right time and increase our engagement with our customers while develop relationships with new ones. (It’s statistically proved that we can realize every post ‘s success the first 30 minutes after published).

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Upload photos on Instragam, Twitter, Facebook, Pinterest of the time that our boxes

are carved in order to inform our clients of the services we provide.

Publish good quality photos on Instagram, Twitter, Facebook, Pinterest.

Use hastags # at every post in order to create trends on Twitter and links to our website for all social media channels.

Follow the right discussions related with our target audience and comment, share our content with them.

Publish creative content in LinkedIn to engage with similar companies or professionals.

Create a video trailer to promote our product in all social media channels.

Use analytics like Facebook segmentation tool, Google analytics to identify demographics, psychographics, geographical areas ,sex, ages, of our audience and see the progress of our page campaign.

Spend money to promote our posts and campaign via social media channels.

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First Audience: Dedicated Fans.

Women(age 25-45), Art and Fashion professionals or companies who are fanatics with art, science, hand crafts, technology, design and fashion and would like to have something unique for themselves or for their loved ones or companies who would be interested in offering something artistic as a gift to their employees.

Secondary Audience:

Men and women (age 25-45) who have an interest in art or for luxury gifts and would buy something unique for themselves or for sharing it with others if it was exceptional.

Wider Audience:

Every one who would buy our product just from curiosity because one of his/her friends bought it.

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Our message is the following:

Main message: “Design Your Secrets in an Art Box and feel THE UNSEEN’s eco-Magick.”

Additional :

“For orders and pre-orders subscribe to our website or visit our Emporium. First 5 Pre-orders will earn a free personalized carved message on their Gift Box. The Secret Gift Box offer exists only from 15 September to 30 October 2015. For every order, you contribute 2£ to the Wood Recycling Community.”

The main message includes the keywords Design, Secrets, Art, Box, THE UNSEEN, eco, Magick.

It clearly describes our company’s interests and services, and promotes our company’s ecological contribution while giving the customer the opportunity to personalize his message on the box and contribute to the environment. This will attract our target audience (as mentioned in the previous slide)

Notes for our social media posts:

Our messages should be clear, creative, short and mobilizing.

Keywords examples for our social media content:

THE UNSEEN, Autumn, Box, Gift, Design, Science, Art, Fashion, Offer, Limited, Technology, Eco, Environment, Secrets

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Day 45 to day 15

2 posts per day, usually one in the morning and one in the evening. Each post would include short creative story telling messages. These could include photos or music related with the keywords of our message or the box. This is the beginning of starting to create a buzz among the users and spread around the internet our new product with the “word of mouth method”. This would give users small tips of what is going to be released soon!

Day 15 to day 0

3 posts a day with one day gap between day 1 and day 3, for the first week.

3 posts a day with no gap from day 1-5 and the last two days, 1 post a day for the second week.

These posts would be informative and would clearly present our product either via video trailers or our web flyers for the offer.

For LinkedIn posts of articles related with our product and our brand for the last month!

Spend money to promote our posts and campaign via social media channels and reallocate our budget regarding the audience’s results from the page analytics.

Additional:

Our newsletter should be sent to our users one every 3 days for day 15 to day 0 and once a week for day 45 to 15.

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45 days campaign-posts in social media

Outcomes

Day 45 to 30

PPC campaign optimization-pages.

Improved SEO on target keywords-increased media coverage and site traffic.

Day 30 to 0

Reallocation of budget depending on the statistics of our page.

Extract insights and receive data to schedule our future campaigns with more information about our audience, buyers or customers.

Note:

Our metrics would be in views, likes, followers, shares and visits in our social media channels and webpage and purchases.

Foreseen challenges

To reduce our risk we should do a competitive analysis to our ad group, keywords prior to going live.

When we don’t have a history to evaluate, we should start with a higher budget and after 15-30 days we can change our budget according to our first statistics.

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Outcomes & Foreseen Challenges

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Social Media Plan (sample) Brand: SECRET GIFT BOX

City: London

Release date 15.9.2015

Company: The Unseen

Type of media Money spend/where Sending/Reason Target Group/Audience # of posts

1.8.15-30.8.15 1.9.15-15.9.15

SOCIAL MEDIA

Facebook 80£ Posts 1st,2nd, 3rd 102

60 42 Twitter 80£ Posts 1st,2nd, 3rd 102

60 42 LinkedIn Posts 1st,2nd, 3rd 30

30 Pinterest Photos 1st,2nd, 3rd 20

20 Instagram Posts 1st,2nd, 3rd 60

60 Vimeos Videos 1st,2nd, 3rd 3

1 2

We assume that we have a 5000£ budget which would be used to cover all the fixed costs, production costs, distribution expenses, salaries, promotion and social media promotion expenses.

We assume that our campaign will result in the following:

a)Over 70% of our target first audience, over 50% of our secondary audience and over 30% of the wider audience.

b)Over 50% of new customers will join our pages and visit our webpage.

c) Over 100 buys will be made.

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Assumptions for budget and social media campaign

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