Marketing Plan, Media Plan and Creative execution for a business app (capstone)
nuexiepan
Sample2BMarketing2BPlan2BCapstone2Bfor2BStudentswithmetrics.pptxSample Marketing Plan
Capstone
Brand Positioning MAP
Affordable
Expensive
Mass Production
Personalized products
Brand Positioning
To all women between 20 and 45 year old, who value self-expression and believe nail polish is entertaining, “Canvas Glaze Cosmetics” offers affordable, consistent and fully personalized nail polish products.
Brand LADDERING
Attribute / Features
Consumer Benefits
Emotional Benefits
Brand Core Values
Unique
Consistent
Personalized products
Affordable
Tutorial & nail art
Feel unique
easy to use
Part of a community
Support a movement
Economical
Personalized
Easy to use
Part of a community
Support a movement
Uniqueness
Consistent
Innovation
Choice
Brand IDENTITY
Colors:
Orange: energy, happiness, enthusiasm, creativity, stimulation.
Pink: girly, feminine, passion, hope, positive.
Typeface:
Style: all caps
Font: Hurme Geometric Sans 4
Logos & Symbols: Initial are used for the logo. When cited, the brand is C.G.C
Tagline: “A reflection of who you are”
Tone: Enthusiastic. Supportive. Humorist. Not Girly.
Brand Mantra: Uniqueness. Self expression.
Campaign Objectives
Business Objectives
No of orders per Month: 667 = 8000 orders / year
No of new customer / year = 8000 / 4orders/year = 2000 new customers
Expected yearly revenue: $179,200
Break-Even: within the second year
Marketing Objectives
Brand Awareness: 1,000,000 impressions over the first year
Customer Acquisition: 2000 over the first year
Customer Retention: 75% of the new acquired consumers
Win Back: 10%.
Tactics
Brand Awareness
Customer Acquisition
Customer
Retention
Customer
Win Back
Social media
User generating content (UGC) & Bloggers
Google & Facebook Ads
SEO
Flyers
User generating content (UGC) & Bloggers
Social media
Sales Reps
Emailing
User generating content (UGC) & Bloggers
Social media
Emailing
Social media
Campaign KEY MESSAGES
Key messages:
C.G.C provides a solution to:
Have a consistent collection of nail polish,
With the exact color desired
And the quantity needed.
In addition, it provides advices and help for nail art.
Customer lifetime value
| Lifetime Value Calculation for a Product Business | ||
| Customers | Technicians | |
| Duration of Loyalty | 3 | 2 |
| Purchases per year | 4 | 4 |
| Lifetime Purchases | 12 | 8 |
| Avg. Customer Spend | $22 | $50 |
| Lifetime Expenditures | $264 | $400 |
| Gross Margin | 59% | 59% |
| Customer LTV | $156 | $236 |
| Acceptable Customer Acquisition Cost | $52 | $79 |
Tactics
SOCIAL MEDIA
Objectives
Brand Awareness
Customer Acquisition
Customer Retention
Customer Win Back
Expectations
25 post boosted per week,
Average of 2475 people reached per post = 61,875/week
Average CTR: 0.45% = 279/week = 14,479/year
Average Conversation rate: 4% = 579/year
Cost
25 days * $3/post * 52 weeks = $3900
Cost per acquisition = $6.73 / customer
Key Performance Indicators
# Likes
# Comments
# Shares
# Clicks
# Conversions
http://linchpinseo.com/infographic-facebook-ad-performance-by-industry
http://www.quora.com/On-an-average-what-is-the-conversion-rate-of-Facebook-CPM-ads
Tactics
BLOGGERS AND UGC
Objectives
Brand Awareness
Customer Acquisition
Customer Retention
Expectations
We expect to bring in 75 bloggers for the first year.
We expect each influencer’s post to be seen by around 500 other people = 500*75 = 375,000
We expect each influencer to bring in average 10 new customers = 750
Cost
Bring in a blogger / expert = $100
Cost per acquisition = $100 / 10 new customers = $10
Key Performance Indicators
# Posts
# Likes
# Comments
# Shares
# Clicks
# Conversions
Tactics
GOOGLE ADWORDS
| KeyWords / Categories | No of monthly research | Monthly Impressions | CTR | Cilcks | CPC | Cost |
| Custom Nail | 13,800 | 10,000 | 0.4% | 40 | $1.16 | $46.4 |
| Polish make | 7,930 | 10,000 | 0.1% | 10 | $1.09 | $10.90 |
| Nail design | 32,000 | 10,000 | 0.2% | 20 | $0.59 | $11.80 |
| Polish color | 19,640 | 8,000 | 0.2% | 16 | $1.19 | $19.04 |
| Art polish | 1,710 | 8,000 | 0.3% | 24 | $0.71 | $17.04 |
| Nail tips | 5,920 | 10,000 | 0.6% | 60 | $0.71 | $42.6 |
| Nail supplies | 26,890 | 8,000 | 0.4% | 32 | $1.15 | $36.8 |
| Nail polish | 73,270 | 8,000 | 0.8% | 64 | $1.8 | $115.2 |
| TOTAL | 181,160 | 72,000 | 0.03 | 266 | 8.4 | 299.78 |
Objectives
Brand Awareness
Customer Acquisition
Expectations
See average CTR per keyword on the left (monthly)
Average of 266 click per year = 3192
Average Conversation rate: 5% = 160/year
Cost
Yearly cost: $3597.36
Cost per acquisition: $3597.36 / 160 = $22.48
Key Performance Indicators
# Clicks
# Conversions
Tactics
GOOGLE ADWORDS
Tactics
FLYERS
Objectives
Customer Acquisition
(distributed by sales reps in salons and in the street)
Expectations
Return rate = 1%
Cost
Cost per quarter page = $0.04
Cost per acquisition = 1080 / 270 = $4.00
Key Performance Indicators
# Distributed
# Conversions / redemptions
| No of prints | Cost | Return rate | Conversions | |
| May | 5000 | $200.00 | 1.5% | 75 |
| June | 7000 | $280.00 | 1.5% | 105 |
| July | 7000 | $280.00 | 1.5% | 105 |
| November | 6000 | $240.00 | 1.5% | 90 |
| December | 10000 | $400.00 | 1.5% | 150 |
| TOTAL | 35000 | $1400.00 | / | 525 |
| Cost per acquisition | $2.67 |
http://www.vistaprint.com/custom-flyers.aspx?xnav=NVHP_FeaturedProducts_3_cta0
http://smallbusiness.chron.com/average-rate-return-direct-mail-campaign-23974.html
Tactics
EMAILING
Objectives
Brand Awareness
Customer Acquisition
Customer Retention
Customer Win Back
Expectations
Open rate = 19.58%
CTR = 2.31%
Conversion rate = 4%
Resend to the non-openers of the list
Cost
Cost per sent = $0.035
Purchase of a list of
Cost per acquisition
Key Performance Indicators
# Opens
# Clicks
# Conversions
| 1st SEND | Rate | |
| No of email sent | / | 100,000 |
| No of opens | 25% | 25,000 |
| No of clicks | 5% | 1,250 |
| No of conversions | 6% | 75 |
https://www.experian.com/small-business/marketinglist/consumerList.jsp
http://mailchimp.com/resources/research/email-marketing-benchmarks/
http://www.costowl.com/b2b/marketing-buy-email-list-cost.html
http://www.listpriceindex.com/currentlpi.htm#
| 2nd SEND | Rate | |
| No of email sent | / | 75,000 |
| No of opens | 25% | 18,750 |
| No of clicks | 5% | 937.5 |
| No of conversions | 6% | 56.25 |
| No of conversions | Total Cost | Cost per acquisition |
| 131 | 3,500 | $26.67 |
Tactics
EMAILING
Tactics
EMAILING
Tactics
SUMMARY
| Awareness (#of impressions) | Acquisition (Click Thru & Conversion) | Cost | ||||
| /Month | /Year | /Month | /Year | Per acquisition | Total | |
| Social Media | 247,500 | 2,970,000 | 48.25 | 579 | $6.71 | $3885.09 |
| Bloggers & UGC | 31250 | 375000 | 62.5 | 750 | $10.00 | $7500.00 |
| Google Adwords | 72000 | 864000 | 14 | 160 | $22.48 | $3596.80 |
| Emailing | 43750 | 43750 | 131 | 131 | $26.67 | $3493.77 |
| Flyers | 5000 | 35000 | 105 | 525 | $2.67 | $1401.75 |
| TOTAL | 399,500 | 4,287,750 | 360.75 | 2,145 | $13.71 | $19,877.41 |
Marketing Flight Plan
| JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC | |
| Social Media | ||||||||||||
| Emailing - Acquisition | ||||||||||||
| Emailing - Retention | ||||||||||||
| Flyers | ||||||||||||
| SEO | ||||||||||||
| Google Adwords | ||||||||||||
| Bloggers & UGC |
MEDIA BUDGET
TOTAL MARKETING BUDGET
Expected: $20,000
Actual spent: $19,877.41
VALUE
Customer Lifetime Value: $156
Acceptable Customer Acquisition Cost: $52
Average Cost per Acquisition: $13.71
RESULT
Targeted Brand Awareness: 1,000,000
Actual Brand Awareness: 4,287,750
Targeted Customer Acquisition: 2000
Actual Customer Acquisition: 2,145
Conversions
Social Media ($3,885.09) Bloggers & UGC ($7,500) Google Adwords ($3,596.80) Emailing ($1,401.75) Flyers ($1,401.41) 579.0 750.0 160.0 131.0 525.0
