Beige Elegant Minimal Business Plan Executive Summary Document
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Swinburne University of Technology *
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MKT20031
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Marketing
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Jan 9, 2024
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Executive Summary Introduction This Digital Marketing Plan is intended for the Australian brand Barry Made. In this plan, a deep- dive into the digital trends of the retail e-commerce industry is analysed, as well as BM's website, social media, current marketing activities, customer profiles, customer journeys and 2023 business goals. Based on the analysis of BM, key areas of improvement are listed and 3 SMART objectives are finalised from BM's 2023 business goals. One digital strategy for each objective is formulated along with specific channels and marketing tactics, and the KPI's to measure success for BM. barr made Designed in Melbourne by two sisters, for all sisters About the Company Created by Charlotte Barry & Maddie Barry, BM is a clothing boutique born in Melbourne, Australia and is known for its one-of-a-kind casuals made in limited numbers, from beautiful natural fabrics where possible. BM has an online shop, which can be found at www.barrymade.com.au, as well as its own in-house boutique in the heart of Kyneton, Victoria. BM is also stocked in independent retailers across Australia, and a list of their stockists can be found on their website (https://www.barrymade.com/stockists-2). BM Business Goals 3 MONTH PLAN 6 MONTH PLAN 9 MONTH PLAN 12 MONTH PLAN START RENOVATIONS FOR OFFICIALLY OPEN A BARRY COURTYARD KYNETON MADE STORE AND COFFEE COFFEE SHOP AND NEW SHOP BY EASTER WEEKEND BARRY MADE BOUTIQUE 2023 INCREASE SOCIAL MEDIA ENGAGEMENT AND ONLINE AWARENESS VIA INFLUENCER MARKETING SALES ONLINE AND IN- STORE (BM STORE + STOCKISTS) INCREASE BY 10% YEAR-ON-YEAR Action Plans 3 ety thadonydl — d BM has a good sales history according to Chariotte Barry, however they receve the most of their sales from their wholesale customers. They aim to increase Overall, website traffic is low with 587 monthly searches (SEMrush, 2023) and a domain authority (DA) score of 6 (SEMrush, 2023). A DA score ranges from 1-100, with 100 being the highest (Moz, 2023). There is room to improve SEO However, their overall engagement is low at 0.09%, with an average of 10 ikes M ] ! I ith 12.7k foll BM has & good social media presence on Instagram with 12.7k followers, the brand awareness of BM to start increasing their online sales. They currently have no paid advertising strategy of ads running across any platform. as well as utilise SEO to increase the foot traffic to BM stores via local SEO and 2 comments per post (Inbeat, 2023). BM have even less followers and tactics. engagement on their Facebook page, and currently have no TikTok account. Since the majority of the 18-30 demographic use Instagram and TikTok as Olivia Trent (Ondine Customer) social media platforms (Oberio, 2023) there is opportunity here to grow the Increase BM's online sales by 10% via digital strategies such as paid social aovertising, atfillate marketing, SEM Shopping ads and SEO. To measure Moria Jenkins (In-store customer), Tracey Hovey (Wholesale customer) success, BM should utilse Google Analytics and UTMs for ail their links to track sales from individual marketing channels, and cross-check with the social media platform analytics and Shopfy analytcs. BM should see an increase of onfine sales year-on-yeor engagement of both their Instagram and future TikTok profile via tapping into B influencer and creator marketing. This will in-turn increase product f consideration among the influencer's audience, subsequently increasing BM's customer market, Increase foot traffic and awareness of BM's new boutique, located at 96 Piper Street Kyneton VIC 3444, via lecalised SEO tactics. increase website traffic to BM’s stockists website page by 50%. To measure success, BM should expect to see 3 10% increase of overall store sales year-on-year by December 2023 Ofivia Trent (Online Customer) I's Increase in online direct B2C sales from BM website (tracked via Shopify Unique visitors to the BM stockists page (via Google Analytics), BM Kyneton = analytics), RO! and ROAS. et 1 Increase social media engagement & brand awareness via influencer marketing ( across Irmnqc'am & TikTok. To musuve' success, BM should utilise social media Run 8 conversion-based paid ad campaign across Meta channels 1o £ analytics platforms to track increase of likes, comments and follows on their promote BM new arrivals and sales 10 3 prospective audience, and OphrntsQLBo:‘!:I ::a?::s!;;o;;:fz’by including TikTok/Instagram profiles, as well a3 track sales attributed to social media via retarget users who have added 1o cart but not yet purchased. Regional listings relevant to the location Optimise BM's knowledge graph panel Optimise BM's Google My Business list: Increase user reviews across Google, Yelp and Facebook List BM Kyneton store address in website footer Add Google Map to the Stockists page Ensure all stockists phone numbers are cickable via mobile Optimise title tags and meta descriptions with localised keywords List business on Foresquare List business on Bing Places Increase backlinks Website Integration of target keywords into all existing and future website pages. Integrate all of the above suggestions with assistance from an SEO agency Contact all wholesale customers to share blog content to improve backlinks to BM. Encourage wholesale customers to share BM with their audience and get their audience to share the blog content. A traditional marketing initiative that wholesale customers could support is to host an event at their local shop that BM co-funds to raise more awareness for BM. platform Google Analytics. To measure success, BM should expect to see a 10% increase of brand awareness and sales by December 2023, Foliows of BM TikTok and Instagram profiles (via instagram & TikTok analytics), sales of products attributed to TikTok or Instagram (using UTM's & tracking via Google Analytics) Engage with social media influencers across TikTok and Instagram Send these influencers a PR package and instructions of what type of content to post, tag all BM sccial accounts and use the hashtag #BMsisters Run 3 PPC shopping campaign across Google for when somecne Start 2 long-term SEO strategy to target users who are searching for keywords such as women's fashion australia, winter coats womens. etc Sign up to Commission Factory and start using affiliste marketing tactics such as cashback offers, tracking Influencer sales via influencer codes and PR affiliate articles in popular onfine publications. Social Media - Instagram and TkTok Meta - Facebook and Instagram paid social ads Google - PPC shopping ads Google - SEO strategy (long-term) Commission Factory for effiliate marketing Post the content Influencer’s provide on BM social media and utilise assets across paid social advertisements Integration of social media ads across Meta, and integration of PPC ads on m! eollall @] Infivencers will share GRWM and Weekly Outfit type of content across Instagram (Reels) and TIkTok to their network of users. This reach is more than BM's 50 will result in BM tapping into a new marketshare and gaining brand awareness amongst a prospective audience. A traditional marketing initiative that BM could do is host an influencer event where they invite a handful of micro-influencers to come to a free event hosted by BM and they get to take home a BM product afterwards. Contact an SEO agency to integrate 8 long-term SEO strategy for BM, Contact Comemission Factory to staet affilate marketing and reach out to PR publications for affilate articles, which will assist the SEO strategy by providing backlinks. A traditional marketing initistive that BM could do is reach out to stylists in the industry to dress models in their editorial shoots in some of BM, and get published and printed in 3 publication. $2,500.00 AUD per month implementation costs for an Australian SEO agency (Designbox, 2022) $50 - $100 per influencer (cost of product cost at a manufacturing level) $273 per hour for an event space hire in Melbourne (Peerspace, 2023) $2000 aud for a PPC campaign $2000 aud for a Meta paid social campaign $2.500.00 AUD per month implementation costs for an Australian SEO agency (Designbox, 2022) Commission Factory - comemission based model. Payment on cost per sale (CPS) usually between 8% - 10% of the sale value (Commission Factory, 2023)
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