This is a social media communication plan created for 2013 NYU social media class by Qinqian (Vera), Lakreesha, Yi and Shivani.

1. COMMUNICATION PLAN
QINQIAN (VERA) TANG
LAKREESHA EVANS
SHIVANI NAKHARE
YI LU

2. http://youtu.be/TXAAy8dNQNI

3. Overview
 Background
 Research
 Ansoff‟s Matrix
 SWOT Analysis
 Target Audience & Key Messages
 Communications Plan
 Goals & Strategies
 Tactics
 The Big Event
 Outcome, Measurement, & Recommendations

4. Background
 A start-up company of nail stickers: Forever Fun
 The big launch – Spring/Summer 2013 collection: Florals
 Product features:
 Forever Fun specializes in eco-friendly, non-toxic, and reusable nail
sticks
 Mission Statement
“Forever Fun is dedicated towards providing safe and eco-friendly products that
are fasionably trendy.”

5. Research

6. Research
 The market
 Where does the brand and it‟s products fit in?
 What is the environment of the industry?
 Target audience
 What are their likes and dislikes?
 What influences them?
 Channels of communication

7. Ansoff's Matrix

8. SWOT - Strengths
 Innovative technology - first ever reusable nail strips
 Strong R&D
 Good resources
 Product quality – eco-friendly & non-toxic
 Existing market
 Demand in the market
 Competitive pricing
 Low threat of substitutes

9. SWOT - Weakness
 Weak brand image – Forever Fun
 No market share
 No media presence
 Lack of strategic alliances

10. SWOT - Opportunities
 Product Development
 Increase market share by using existing resources
 Engage influencers of the brand
 Changing fashion trends
 Nail industry is one of the fastest growing beauty business
 Technology
 Niche market
 Environmentalist‟s support

11. SWOT - Threats
 Competition
 Established Brands: Sally Hansen, OPI, etc.
 Brands with similar feature: Piggy Pink
 Nail salons/Spas
 Lack of existing market research
 Barrier to entries

12. Target Audience & Key
Messages

13. Target Audience
 Working women; New moms; Students
 Retailers
 Beauty/Nail Bloggers ( Influencers)
 Sponsors
 Media: Magazines (seventeen; cosmopolitan)
Newspaper (NYT beauty beet; T magazine)
Internet (style.com; allure.com)

14. Key Messages
 Working women; New moms; Students; Retailers
 Professional quality nails without hassle and expense of nail salon
 Beauty/Nail Bloggers (Influencers)
 Express yourself with easy and fun opportunities to design your own
unique style
 Environmentalist
 Recyclable, non-toxic nail stripers
 Media
 First-ever reusable, long lasting, innovative nail stripers

15. Communications Plan
Goals & Strategies

16. Communications Plan
Goal
 Build new customer base for Forever Fun Nail Strips
 6 months after launch, engage at least 15% of Revlon customers
across Forever Fun Nail Strips‟ social media channels
Strategies
 Launch an event for the media to generate buzz in order to create visibility
among target audience.
 Engage customers in Forever Fun social community to encourage positive
mentions

17. Communications Plan
Goal
 Expand market share for Forever Fun Nail Strips
 6 months after launch, reach 10% market share in US in order to
compete with competitors
Strategy
 Educate new customers about Forever Fun Nail Strips - reusable, non-toxic
material

18. Communications Plan
Goal
 Establish Forever Fun Nail Strips as the thought leader of
fashionable eco-friendly nail strips
 6 months after launch, get at least 20 industry experts and social
media influencers to recommend Forever Fun
Strategies
 Engage experts and influencers with promotion materials
 Create conversations among Forever Fun, influencers and customers

19. Communications Plan
Tactics

20. Social Networks
 Create Forever Fun social networking sites

21. Social Networks
• Inform
• Communicate
• Influence
• Support
Pinterest
• Product catalogues
Facebook
• Milestones
• Events/News
Twitter
1. @beautylish
2. @nailguruNYC
3. @temptalia
YouTube
• How to videos
• D.I.Y

22. Support & Collaboration
 Collaborate with Environmental
Working Group‟s (EWG‟s) Skin
Deep
 PETA to endorse our brand as
cruelty-free
 Blog: Beauty and Personal –
“Cruelty Free Nails”

23. Support & Collaboration
 Get „She Speaks‟ to talk about Forever Fun and its unique
reusability
 Blog
 Twitter Influencer

24. Celebrity Endorsement
 Jessica Alba
 Her non-toxic, eco-friendly vision for the future
“I knew I wanted not only safe and effective products, but also ones that
had stylish designs! Eco-friendly shouldn’t mean boring, so I wanted
products that reflected a modern, colorful, and fashionable aesthetic. ”
 Forever Fun product qualities
 Non-toxic & eco-friendly
 Trendy

25. Celebrity Endorsement
 Jessica Alba
 Brand Ambassador
 Mobilize Fan Following

26. Media Events
 Launch Party
 Get audience aware of the brand and its products
 Guest of Honor: Jessica Alba
 Editors‟ Event
 Promotion materials and media kits for the press

27. Media Events
 Gifting Suite at New York Fashion Week
 Designers, models, stylists, and celebrities
 Nail art to match the model‟s outfits
 Invite media

28. The Big Event!

29. The Forever Fun Social
Forever Fun Nail Strips Contest – Guest Blogger Designer
 Design 2014 Spring/Summer Collection
 Post designs on blogs
 Encourage followers to vote for their design
 Vote on Forever Fun‟s Facebook, Twitter, Pinterest, or website &
include hashtag, #stickyourstyle
 Forever fun will host Twitter party to announce the winner

31. Outcomes, Measurement, &
Recommendations

32. Timeline

33. Outcomes
Deliver Social Media content designed to interest, educate, and inform
young girls and women, in order to attract and influence them to make
purchases.
Our overall business outcomes:
1. Sell 100,000 nails stickers kits online through special coupons
offerings on social media sites that lead them to website.,
2. Audience Engagement: Exceed goal of 100,000 mentions on all four
social media sites to develop 1,000,000 overall impressions.

34. Measurement
Social Media Channel Monitor
 Monitor toolkits: Hootsuite (klout, Traackr)
 Create monthly report or after important events
Information Awareness Credibility
#posts
#response (time)
#feedback solutiaon
#likes #comments
#questions #hashtag
Sentiment
Analysis
#Tweets
#Following
#followers #Retweet #Share #Favourite
#Reply #People are talking about
Events: #Foreverfunlaunchparty
#Stickyourstyle #CTR
Sentiment
Analysis
#Videos
#Playlists
#views #share
#comments #thumbs up #subscribe
Sentiment
Analysis

35. Recommendations
 Annual communications audit
 Measuring communication effectiveness
 Regular social media participation
 Facebook posts
 YouTube „D.I.Y‟ videos
 Engage more number of Twitter influencers

36. Questions?

37. Thank you!