Marketing Plan, Media Plan and Creative execution for a business app (capstone)
nuexiepan
MarketingPlan.docxMarketing Plan, Media Plan and Creative execution
· BRAND POSITIONING
a. Positioning Map
a. Positioning Statement
To millennial moms who prepare food for children and the teenagers. we are trusting in developing a balance in their diet and the working through providing them DIY cute and healthy and variety of food.
b. Brand Laddering – Attributes, Benefits, Values
c. Brand Identity
Typeface: Calibri (simple)
Colors: yellow (brighter and sunny), green (refreshing) white (clean)
Tagline: cute, creative, and healthy
Tone: happy, shiny and warm
· CAMPAIGN STRATEGY & OBJECTIVES
· Business Objectives
· App downloaded: $ 39,074
· Revenue: $ 704,308 (included kits and meal plan sales)
· Breakeven: before 3rd year
· Marketing Objectives
· Create brand awareness
· 15% of the targeted market
· Acquire customers
· 19,635 customers download app
· 11% purchase kits or meal plan services
· Built loyalty
· 3 purchase per customer/year (average)
· PRODUCT, PRICE, PROMOTION, DISTRIBUTION
|
Product Designed healthy breakfast or lunch box Meal plan (1-7 days) Personalize menu Kits sale Online Community and customer service |
Price App Fee: Premium Version $1.99 (all designs) Meal plan fee: 1-day for $7 plus shipping, 1-week for $48 included shipping fee Kit sales: $15 |
|
Promotion Discounts Events Advertising Social Media, Email, Website See Media Plan |
Distribution Ingredients come from local farms Shipping with USPS mail service Kits come from Bed Bath & Beyond |
· CUSTOMER ACQUISITION PLAN
· Customer Purchase Funnel, customer acquisition channel
· Acquisition Strategy
· CUSTOMER LIFETIME VALUE
|
|
App downloaded customers |
Meal plan purchase customers |
Kits purchase customers |
|
Duration of loyalty |
2 years |
3 years |
3 years |
|
Purchases/year |
1 |
3 |
2 |
|
Lifetime purchases |
1 |
7 |
6 |
|
AOS |
$1.99 |
$24 |
$15 |
|
LT Customer Expenditures |
$1.99 |
$168 |
$90 |
|
Gross Margin |
60% |
60% |
60% |
|
Gross Profit (CLV): |
$1.19 |
$100.8 |
$54 |
· MEDIA PLANS
Create Awareness, acquire customers, build loyalty
|
Create Awareness |
Acquire customers |
Build Loyalty |
|
Direct Mail Search Engine Optimization Partnerships Events Food Festival/Pop-up store |
Direct Mail Website Partnerships Email marketing Events Food Festival/Pop-up store |
Social Media Email Marketing Loyalty Program Events Contest: the most creative |
1. Direct Mail
· Objectives:
Build brand awareness
Acquire customers
· Cost:
$329+$500 (printing 5000 postcards, mailing/addressing service)
· KPIs:
Download rate
Coupon redemption
How did you hear about us?
2. Search Engine Optimization
· Objectives:
Build brand awareness by Key phrase research and selection
· Cost:
$2100
· KPIs:
Keyword Opportunity
Keyword Click-Through Rate
SEO Keyword Ranking
Organic Search Traffic
3. Partnerships with Wechat account (food blogger)
Objectives:
Build brand awareness
Acquire customers
Cost:
$750 for a post
KPIs:
Page View
Share rate
Coupon redemption
How did you hear about us?
4. Holiday outdoor Events
Introduction:
Halloween, Thanksgiving, Mother’s Day
like DIY pumpkin cuisine
Moms with children
Objectives:
Create Awareness
Acquire customers
Engage with existing customer
Cost:
$3000 (3 times per years)
KPIs:
Web traffic
New followers, posts and hashtag on social media
New downloads and purchase from APP
How did you hear about us?
5. Food Festival/pop-up stores
Objectives:
Create Awareness
Acquire customers
Cost:
$1000 (twice per years in summer)
KPIs:
Web traffic
New downloads and purchase from APP
How did you hear about us?
6. Website
Objectives:
Acquire customers
Build Database
Survey
Cost:
$995
KPIs:
Keywords analysis
E-mail subscription rate
Google Analytics: Page Viewed, Visits, Bounces, etc
How did you hear about us?
7. Email Marketing
Objectives:
Acquire new customers
Build loyalty and relationship with existing customers
Send coupons and offers
Cost:
$49.95 (5000 contacts)
KPIs:
Click-Through Rate
Open rate
Subscribers’ rate
8. Social Media
Objectives:
Build loyalty community
Engage with existing customers
Inform new coupons, offers and events
Cost:
$0
KPIs:
Followers, likes and comments
Hashtag or tag our brand
9. Loyalty Program
Objectives:
Build loyalty community
Engage with existing customers
Increase frequency of purchases
Cost:
$540 Reward cards
KPIs:
Customers who is qualified and redemptions
New sales use reward cards
10. Contest: Food Art #mostcreativecontest
Objectives:
Build loyalty community
Increase engagement
Get more followers on Instagram
Cost:
$10 off for meal plans per month
KPIs:
Followers
Posts with hashtag #
· BUDGET
· Marketing Budget in Year 1
Total Marketing Budget:
$12,513
Targeted Total CPA: $156 (CLV)
Targeted Marketing CPA (11.8% of CLV)): $18.4
· Marketing Flight Plan
· Cost by Media - should include metrics - impressions, clicks, conversion, customers, etc.
· Media Budget Allocation: Pie Chart
· Cost per Acquisition
FEATURES
FUNCTIONAL BENEFITS
Unique DIY and cartoon recipes
Organic and heathy food
Meal plan
Nutritious value for kids’ health
EMOTIONAL BEEFITS
Get virtual satisfaction
Healthy and tasty
Convenient and easy to use
Trendy: prevalence of DIY
VALUES
Feel delighted with delicious food
Feel proud of own DIY food
Feel happy for supporting local farmers and promoting organic food
Happy
Mom’ love
Customize
Gourmet & creator
Sales
Direct Mail SEO Partnerships Events Website Email MKT Social Media Loyalty 1658.0 2100.0 1500.0 5000.0 995.0 600.0 120.0 540.0
