Search Engine Optimization Plan

Running head: MARKETING PLAN FOR JEWELRY STORE 3

MARKETING PLAN FOR JEWELRY STORE 3

Abstract

We will be using this document throughout this course to satisfy the individual project requirements of each week. As described in the UNIT 1 IP, this document has been formatted and will be modified each week with the needed material for that week. This document will follow the development of the plan for an existing business to merge offline and online marketing methods for more exposure and possible profits.

MARKETING PLAN FOR JEWELRY STORE 3

Table of Contents

Week 1: Enterprise Marketing Management Plan

Introduction of Unique Design Jewelry………………………………………… 4

Offline Marketing Methods……………………………………………………….4

Online Marketing Methods……………………………………………………......5

Integrating Marketing Methods……………………………………………………5

Week 3: Data-Driven Web Analytics Plan

Strategic Goal Statement ………………………………………………………….9

Conversion Goals………………………………………………………………….13

Google Dashboards…………………………………………………………………13

Metrics and Analytics………………………………………………………………15

References………………………………………………………………………… 17

“Unique Design Jewelry” designs and manufactures titanium jewelry with unique designs for every piece made. Jessie Archer designs consist of rings, earrings, bracelets and necklaces. They are like nothing ever seen, as each piece is truly a special designed work of art. This jewelry will appeal to anyone with sensitive skin, since titanium is hypoallergenic, making this perfect for earrings, necklaces and bracelets. Jessie will be working out of her home and makes use exhibition / shows, and specialty jewelry retailers as a distribution channel. For the first eight months she will be operating on her own. At the eighth month she plans to look for a sales representative to allow more time to create and produce the jewelry

Offline Marketing Methods

Jessie already attends flea markets and other public events that are booking vendors. She has visited the local jewelers to inquire about acquiring some of her more unusual pieces. “Unique Designs Jewelry” is a simple start up business that is ran out of the owner's home for now. Marketing is needed to make more of the public aware of the remarkable pieces of unique designs made with titanium. There are a couple of other ideas for offline marketing such as business cards left everywhere. (Schock, 2017). She can donate a couple pieces of jewelry to any local charity auctions. The winners will put your product or service to use, and you could possibly gain referrals and visibility out of this plan. (Schock, 2017). Newspaper ads and posters passed out to retail stores that have bulletin boards are a few more areas to think about when utilizing marketing methods.

Online Marketing Methods

Jessie has decided it is time to expand “Unique Designs Jewelry” by integrating some online methods. With help of her advisor she hired, the first step will design a website to promote her jewelry. This website will display a wide range of jewelry styles, creations. It will provide a wide area of customer service from answering question, order taking and warranty repairs. She will have competitive pricing to provide the consumer with a good value for handmade jewelry and the craftsmen with a fair profit. (Howes, 2013) The website will include a POS using different payment methods. Next is to set up the site on all search engines like Google and Yahoo, it is critical to make sure your website can be seen and noticed. They will publish videos of how the jewelry is created and how she determines the designs using YouTube for even more exposure and recognition of not only her designs, but of her as a person. (Howes, 2013). This will let people realize the passion she has for the jewelry she creates.

Integrating Marketing Methods

The truth is, most businesses require a combination of marketing strategies to increase the potential of the marketing and advertising for the business. (Roesler, 2014) Jessie Archer sole owner of “Unique Designs” decided that she is ready to take her business to the next level. Using videos on YouTube is a very effective way to reach people who doesn’t watch as much tv as other people. Advertising on social media enables her to reach the target audience with marketing messages. (Roesler, 2014) Along with the website she will still use business cards and take out ads in local newspapers. In the end, she will be using a combination of offline and online methods to increase the potential goals in her marketing endeavor.

Week 2 Key Performance Indicators (KPIs) Process Plan

Tactical Business Goals

"Unique Design" owned and operated by Jessie Archer has decided to use offline and online strategies to promote the special pieces of jewelry she designs and creates herself. Like any business owner, she has some goals she would like to reach and the ways to be able to attain those goals. This can be done if the proper areas of the business are monitored, analyzed and develop a plan to reach these goals. The following are some of the goals her marketing advisor has agreed to assist the advancement of her company.

The above areas of the KIP analysis focus on some of the main goals of the company on the quest to gain more recognition for the product.

Data-Driven Web Analytics Plan

Tactical Business Goals

Jessie Archer is the sole owner of Unique Design a small in-home jewelry shop. She has been working with a marketing advisor to make her name and brand be recognize through a website and social media. They have come up with some strategic goals to continue growing her company. The goals they are trying to obtain should make her and Unique Design a trustworthy and successful business. Here are the main goals.

Acquire New Customers

Action plan: Leverage insights from a variety of sources, including online and offline transactions, marketing activities, service interactions, social media, and even data from devices based on Internet of Things (IoT) technology. Engage with customers

consistent experience through all these touch points. (sap.com, 2017)

Budget: To harness new technologies such as machine learning and the IoT

in or to gain intelligence and efficiency our customer acquisition processes. To apply

this stance we will need to spend approximately $1,000 to acquire for new technology

Benchmark and Timeframe: After implementing the new technologies to see

a continuing rise in new customers with 125 in the 1st 3 months reaching a goal of 300

by the 6th month

Improve Revenue Growth

Action: To gain customer insights using analytics to provide relevant cross-selling and up-selling opportunities. Reduce the risk and cost associated with tackling new market opportunities by taking advantage of cloud technology that can quickly scale with your business needs. Close deals faster by taking advantage of

collaboration technology such as video conferencing and social collaboration platforms. (sap.com, 2017)

Budget: The only thing affecting the budget is the cost of the cloud

prices vary according to services needed.

Benchmark and Timeframe: An increase in revenue of 5% after using all the methods

mentioned in the above areas

Promote Customer Loyalty

Action: Listen to our customers. Monitor social media conversations and make it easy for people to contact you with issues or feedback. Make the after-sale customer experience feel personal by providing service teams with a comprehensive view of customer details and previous interactions. We will start offering discounts and special prices for returning customers. We will also utilize surveys through email. (sap.com, 2017)

Budget: It will cost $500 for a 2-member part-time service team -customer service employees each week. This is along with $300 dollars a month with the discounts offered to returning customers the amount for the discount could vary month to month.

Benchmark and Timeframe: Continuously monitoring customer views and comments and would like to maintain at least a 95% customer serving rating, reaching this goal in the first six months.

Action: This goal is to leverage analytics for rapid feedback on what’s working and what’s not working to ensure that your innovations are moving in a positive direction.

Closely monitor new market developments, including what competitors are doing, to stay aware of new opportunities. (sap.com, 2017)

Budget: This budget will depend on any actions needed to match competitors moves. With all the new innovations used by the company now, the areas needing attention will be known