Kirsty LiefJewellery

Digital Marketing Plan Q4

FinalProjectPresentation

HaydeeCruz- DGM35

Kirsty Lief aims to offer a range of simple and unique handmade jewellery that you can wear everyday, created with minimalism and affordability in mind

Current Snapshot •Launched in October 2017 but it's been a very slow start

•Introduction Stage

•There are small competitors like Ernest + Joe, a Geelong based jewellery business whose products are slightly higher priced than Kirsty Lief but still very affordable, Leif by Amy Louise and BLT jewellery, also in Geelong

•Currently getting some sales from Etsy but not been active in FB and Instagram

Earrings$30 to $110/pair

Necklaces$40 to $130

Bracelets$40 to

460

Rings$20 to $110

Value Proposition

You know how Well what we do And in fact

You want to look and feel good even if it’s an ordinary

day but you don’t want to look so fancy?

We produce handmade jewellery that look so unique, simple and yet sophisticated

It looks so pretty that you don’t want to take it off and you want to wear it

everyday

Owned Media (as of 4th Nov 2018)

kirstylief62 followersNo Fb Ads yet

@kirstylief393 followers8.9 monthly viewers

@kirstylief316 posts426 followers

160 Subscribers

kirstylief1083 sales8327 likes www.kirstylief.com

Empathy Map –Target Market 1 (female)Think and Feel ?

-I have different moods so would like to wear different accessories whenever I feel like it but it will be expensive for sure-I like Pandora and Swarovski but they are too much for everyday wear especially that I’m also busy with household chores- It’s how I wear it, no matter what the price is-Oh I love simple and shiny things-What am I gonna get from him on my birthday?

Hear? - They said that you don’t have to wear something expensive to make you look good- They said that you can find tips for mixing and matching your clothes and accessories from Social Media-Even if you wear simple clothes, having a nice “cherry on top” will make a big difference-My friends mentioned about Social Media as their source of info when it comes to new fashion and trends-My boyfriend is asking me what gift do I want

See?- See a lot of nice clothes and accessories available on Social Media using my mobile (iPhone) phone (mostly iPhone users based on Google Analytics)- Whenever in the mall see a lot of displays and promotions from Pandora, Swarovski and other jewellery shops especially when there’s a new collection or event-A lot women around are wearing accessories that goes nice with their clothes-I got an email on the new collection of Jewellery-This famous celebrity wears a very nice necklace

Say or Do?- I want to wear something unique today where do I begin?- I want to see what’s new in fashion, I will check the internet-No reason. I just want to wear jewelleries-I want share this new find with my friends-I like the email that I got about the latest collection of Jewellery, I want to buy it or maybe …someone will give it me?

Pain- It will cost me money- There are a lot of options but I don’t know which one I want-I like this, oh I like this too…wait.. I think I like them all-Will it match?-Will it go out of fashion?-How often can I use this?

Gain-Satisfaction of feeling beautiful-Feeling comfortable on what I’m wearing-I have something new to share to my friends-I can afford to buy more since it’s not that expensive-I can mix and match and wear wear more clothes even simple ones

Empathy Map –Target Market 2 (male)

Hear? -They said that girls love jewellery-They said that girls love jewellery-They said that girls love jewellery-Happy wife, happy life-She mentioned Social media as a her source of info for new fashion and trends-She wants something unique-She loves jewellery-She mentioned about an email she got about the new collection of jewellery and accessories and she liked it-They say money can’t buy happiness, but it can buy jewelry.

Think and Feel ?-I want to make her happy. I wonder what to give her this time- No matter what she wears, it looks good on her-She loves simple and shiny things-Even if she’s busy with work, she always wants to make sure she looks nice-Speaking of work, I want to give her something special but I don’t have much time to do some research

Say or Do?- I want to see what’s new in women fashion, I will check the internet-I want to buy her really something special-I want to make her feel happy so I will buy this for her-I will ask her friends on what they think about this gift-I can’t wait to see her wear it

See?-Long line in Pandora and Swarovski during special occasions-Her girl loves wearing accessories/jewellery-Her friends love wearing it too-No matter how simple women wear, jewellery makes a big difference-She wears different colours and different styles of clothes every time-Whenever I browse using my mobile (mostly iPhone based on Google Analytics), I see a lot of girls her age wearing jewellery

Pain- It will cost me money.. I know- There are a lot of options but I don’t know which one she will like-She will like this, oh she will like this too…wait.. I think she will like them all-Will it match her taste?-Will she wear it?

Gain-Feeling proud of giving something beautiful to her-Fulfilment in making her happy-Inspired by making her look pretty-Updated on the latest trend-Now I know another way to where to find gifts for her

Customer Persona 1Name: Stephanie RichardsQuote: “OMG! what a fab idea!”

Needs & Goals Challenges Behavior Demographics

•She wants to look trendy all the time•She wants to be unique in her style•Even if it’s a normal day, she wants to feel good and feel pretty and even if it’s a busy day, she still wants to feel good and pretty•She want to finish her Marketing Degree and get an office job to prepare for her future with Mark•She wants to save money so she can travel with her friends in Paris next

She has another party this weekend but can’t figure out what to wear•At the same time, she’s thinking if her dad can drive her to the party or whether her boyfriend can pick her up•She has lot of clothes but she’s often confused on what kind of jewellery will match her style•She has to balance her school work and part time job and of course her time with her boyfriend and family•And yes, she has to free up her schedule whenever there a Sale in Chaddy

•Loves to party and go outdoors with friends•Buys coffee before going to school or work as she wants to be energized all the time, anyway, she’s hanging out with her friends later•She loves multitasking.. Like when it’s time for lunch, she holds her iPhone on her right hand (with her nice bracelet) browsing her Facebook to check what her friends are posting while replying to her boyfriend as to where they will meet later.•Whenever there’s free time, she checks her email if there’s something interesting and checks Ebay and amazon from time to time.She loves handcrafted stuff that doesn’t look like one

•Single but in a relationship with Mark•She lives in their house in Collingwood with her parents•She has a young brother with a teenage sister•She’s a part-time worker in a coffee shop to support her personal needs but her parents pay for her school fees and food

Customer Persona 2Name: Belinda WatsonQuote: “What do I cook for dinner?”

Needs & Goals Challenges Behavior Demographics

•Even if she has a lot of things on her plate, she still wants to look and feel good•She keeps herself updated to the latest trends including the mobile games that her kids play•No matter how busy her life is, she needs to find time for herself by meeting her girlfriends from time to time

•She needs to balance her time for her family, work, housework and personal stuff like chatting with old friends on Facebook Messenger•She always needs to manage her schedule with her husband in driving the kids to and from school•She doesn't have much time to go shopping for herself•She wants to make sure that she gives the best to her family but she’s also giving herself importance

•She goes to the grocery and decides on what to buy•she likes the term "treat yourself"•She checks her Pinterest from time to time to get ideas on what to cook for dinner, ideas for her kids’ next party, and of course, find out tips about fashion• She loves handmade stuff that doesn't look handmade and takes pride in using it•Whenever she finds something interesting she shares it to to her female group of friends right away and she loves giving gifts to them as well

•Working mom•Has key decision-making role•She is a mom who lives in her own house with her family•She has school kids•They have a family business managed by her husband although she also has an office work in banking industry

Customer Persona 3Name: Jeremy TaylorQuote: “Go the Dons!”

Needs & Goals Challenges Behavior Demographics

•He wants to start saving money for his future with his girlfriend Jen•He is looking forward to a promotion at work

•He’s serious with his relationship with Jen that’s why he has to keep her happy all the time and he loves seeing her happy•Although he loves his girlfriend so much, he feels that he is not ready yet to take a step further because he still has his dream of being a Creative Director•His work is very demanding that is why, sometimes, especially when there is an occasion, he finds it hard to find time to look for a gift for Jen and for his other loved ones

•He is independent•During his free time, he plays Call of Duty, Assassin’s Creed and Fortnite•He is always on his mobile and very active in Social Media keeping in touch with 1500+ Fb friends•And yes, even he is busy with his social life, he visits his family during weekends for a dinner, sometimes with his girlfriend•He is the comedian at work and people depend on him for his creative ideas•He’s a Bomber

•Yuppie who works as an art Director in an advertising agency•He’s lives alone and is renting a condo unit in Glen Waverly near his family’s house•He has a younger brother (school age) and a teenage sister•He owns both and xBoxand a Ps4•He’s a Mac user•He drives his own white Holden Commodore which his parents gave him when he turned 21

Marketing ObjectiveIncrease brand awareness by attracting at least 20% increase in website traffic this quarter (1st Oct to 31 Dec 2018) compared to 3rd quarter (1st July to 30 Sep 2018)

3rd Qtr: There were 343 visitors.

KPI: # of new web visitors

20% increase is equivalent to 69 additional visitors

Tactic 1 – Facebook AdObjective: Increase web traffic coming from Facebook for at least 250% based from the last quarter’s FB visitors

Last quarter: 61% of the visitors came from Social and 25% of which come from FB which is equivalent to 16 visitors250% is equivalent to at least 40 more visitorsMetrics:CTRReach# of web visitors coming from FB (overall)Increase in # of FB Followers Social this quarter 1st Oct to 31 Dec 2018

last quarter =1st July to 30 Sep 2018)

Tactic 1 - Facebook Ad Schedule

Targeting Stephanie and Belinda personas

Landing Page

Tactic 1 - Facebook Ad Creatives

Carousel ad with promotion. Price range visible. Learn more as CTA

Tactic 2 – Instagram Ad through MailchimpObjective: Increase web traffic coming from Instagram to at least 75% based from the 3rd quarter’s Instagram visitors

Last quarter: 61% of the visitors came from Social and 61% of which come from Instagram which is equivalent to 38 visitors

75% is equivalent to at least 29 more visitors

Metrics: # of web visitors coming from Instagram CTRReach# of web visitors coming from IGIncrease in # of IG Followers this quarter 1st Oct to 31 Dec 2018

3rd quarter =1st July to 30 Sep 2018)

Tactic 2 – IG Ad using Mailchimp Creatives

Targeting Stephanie and Belinda personasWill cover the mailchimp list and Facebook lookalikeAd duration is only for 3 days due to budget

● Use existing list plus FB lookalike which is very close to the target market

● Mailchimp is already integrated to the website

● Mailchimp has the capacity of integrating E-commerce website and report ROI

● Easier to track new subscribers without being too technical

WHY?

@kirstylief426 followers

@kirstylief433 followers

7 followers

Tactics Performance Tactic 2 IG Ad using MailchimpBudget & Schedule: 15 USD (27-29 Nov - 3 days)

kirstylief62 followers

kirstylief107 followers

47 followers

Budget: 18 AUD (22-30 Nov - 9 days)Tactic 1 Facebook Ad

Nice to know

Tactics PerformanceTactic 1 Facebook Ad Tactic 2 IG Ad using Mailchimp

Objective: 75% increase = 29 visitorsObjective: 250% increase = 40 visitors

Results:26 additional visitors = 68 % increase (vs 3rd qtr)

Results:42 additional visitors = 262 % increase (vs 3rd qtr)

As of 1 Dec 2018

As of 1 Dec 2018

3rd Quarter

Performance Analysis: Overall CampaignMainObjective:Increase brand awareness by attracting at least 20% increase in website traffic this quarter compared to 3rd quarter

1 July to 30 Sep 2018 3rd QTR 343 visitors

1 Oct to 1 Dec 2018 (1 month more to go before 31 Dec 2018 4th QTR)

Overall, the website visitors have increased to 69 % which is equivalent to 235 visitors wherein 29% of which come from the total # of visitors from our Ads. Take note, we still have 1 more month left before the quarter ends and we have already met more than our target.

As of 1 Dec 2018

69%

Recommendations

● Continue regular posting on FB and Instagram – run a contest or any promo to engage them – video posts may also be considered (how to)

● Consider re-running the ads with different offers since it has proven the channels’ effectivity in this business

● Run another Instagram Ad using Mailchimp lookalike audience upon reaching 500 subscribers

● Regular EDM after increasing # of subscribers to create interest● SEO

○ Setup Google My Business for Kirsylief, Fix Metadata● Consider running Google Ads when the budget permits and once the website has been

optimised

THANK YOU