2. Target Audience
Sharpie markers are advertised and sold on five continents
and in over 20 countries around the world
When using a permanent marker, one often reaches for a
black Sharpie; the black marker is iconic and will be used
continuously over time
Due to their brand awareness, they do not need to target the
consumers of the iconic black marker. But instead they need
to capitalize more on the creatives in their audience, shown
by their tagline, "Write Out Loud"
3. Goals and Challenges
Some goals Sharpie has set is to expand their
ever growing culture, increase their brand
identity through typography, and reward their
loyal customers with updates and promos.
Some challenges Sharpie faces is Crayola's
growing market share, avoiding wearout ( of
products, messages, campaigns), and staying
two steps ahead of their competition in regards
to advertising strategies and tactics.
4. Development
We want to develop more on Sharpie's already
successful website.
By introducing a more interactive and digitally
structured platform, I believe that our
customers will be able to learn more about our
products, how to use them, and what exactly
Sharpie products are capable of.
5. Website Components
By providing tutorials that combine the uses of
multiple products, not only will the consumer
learn more about products but also gain
encouragement to try new products.
Also within the tutorials or galleries of art, one
could tag/link the individual products they
used for that piece; providing a simple method
of promotion, along with the awareness of what
Sharpie products are capable of
6. Website Components Cont.
By incorporating keywords, tags, and links
throughout the site, it becomes more optimized
for search. Also, site users can easily navigate
between products, keywords, and tutorials.
We can direct web traffic to our website with
Twitter and Facebook. Increased traffic, unique
users, and more interactive messaging are all
goals of the revamped site
7. Consumer Interaction
One of the strongest aspects of Sharpie's
marketing is their interaction with their
customers.
With the provided gallery, anyone can show off
what they did with Sharpie products.With their
Twitter and Facebook keeping their Sharpie
"Culture" in touch, they introduce challenges
and contest to inspire loyal followers to try new
products and use them in unique, creative ways
8. Evaluation
First, monitoring the traffic on the website and
collecting google.analytics data.
Measuring the tags/links created and clicked-
thru on the gallery or tutorial, seeing if that
process leads to a purchase.
Remove all of the tags/links, new tutorials, etc.
from the site for 48 hours and measure the
repercussions (see if users became reliant on
newly introduced tools, keywords, tags/links,
tutorials, etc. )
9. Timeline
Since Sharpie sells in over 20 countries around
the world. Their advertising schedule will not be
pulsed or flighted, instead it will be continuous.
In order for Sharpie to maintain their large
brand presence, they need messages to be
frequent. Also, they need to make their loyal
followers happy, so they would also need to
provide some type of brand equity, benefit or
promotion
10. Budget
Proposed 1.2 million dollar budget
.6 million allocated toward revamping website
and introducing tutorials, tags/links, etc.
.2 million is going to be allocated toward social
media and promotions
.4 million will be allocated toward designing
future marketing solutions and strategies
