Essie digital strategy presentation
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Essie digital strategy presentation
- 2. Female 18-34 Interested in fashion and beauty products
- 5. $11.90/day 250/month Run ad’s everyday for the month
- 8. In brand identity In engagement between customer and brand In sales More “likes” and followers on Instagram And Twitter
- 9. $250/hour 3 hours a day 3 days a week (every other day) for the full month Adwords @ 250/month $9250/month OR Pay for Performance Plan
Hinweis der Redaktion
- This is the title page of my presentation. I made sure to include Essie’s logo and made sure to use their logo’s font. The visual on the side is from their website. I used a visual on each slide using a different color of nail polish and a different action each one contains.
- The second slide is about Essie’s Target Market. Their target market includes females who are aged 18-34 and are interested in fashion and beauty products.
- The third slide contains Essie’s competitors. The begin my research, I looked at what Essie’s competitors were, which are Sally Hanson, O.P.I, Revlon and China Glaze. All are salon and drugstore brands. Examining Essie’s competitors is important when determining a competitive edge.
- The fourth slide contains My Big Idea which is to create a social media campaign and contest using Instagram and Twitter. Users can create their own nail designs using Essie nail polish, hashtagging #EssieAtHome and uploading it to Instagram and Twitter. Essie will then review the entry’s and pick a favorite each month and that person will win some sort of gift package featuring the latest products and polishes from Essie.
- Slide 5: To advertise the social media campaign, I decided to create a Google AdWords campaign using a budget of $11.90/day and picking 3-4 keywords such as Essie Nail Polish and #EssieAtHome. I included a sample TextAd at the bottom of the slide, which would show up on the side of Google.
- Slide 6 is about how I would blog about the contest. I screenshotted Essie’s original Tumblr page and photoshopped a post that created into it. I madesure to include pictures of examples of nail designs that would be posted to Instagram and Twitter as well as their Twitter and Instagram icons.
- On Slide 7, I created a mock e-mail marketing campiagn. I used the same post from Essie’s Tumblr and created a mock e-mail including all of the links to Essie’s social media networks as well as information on how to enter the contest.
- Slide 8 is my Key Performance Indicators. Basically, from starting a social media campaign/contest will hopefully result in an increase in brad identity, an increase in engagement between customer and brand, and increase in sales and additionally, more likes and followers on Instagram and Twitter.
- Slide 9 is about my budget. There are two ways to approach the budget. We can use a Pay-for-Performance Plan which is paying the digital agency based on how well the campaign does or we can use a set budget. Digital agencies charge roughly an average of $250 per hour. I would have them work on it for 3 hours a day, for 3 days a week for the full month. In addition to AdWords which is $250 per day, I can expect to pay $9250 per month. I would much rather use the pay for performance plan especially for something that can be done internally within the company.
- In Slide 10, I just explain that by using all elements of my campaign, a social media contest, Google AdWords campaign, blogging on Essie’s Tumblr page and E-mail marketing, I can create fun and creative ways to perfect Essie’s brand identity.