2. Key aspects of Fibrearts Inc.
• Started company over 30 years ago
• Located in Maple Valley, WA
• Small business - 6 employees
• High quality Materials
• Artistic designs
3. What We Know
• Orders placed at trunk shows
• Limited online presence
• Unengaging website
• Lack of advertisements
• No employee in charge of Marketing and online
presence
• Current customer base aging
• Sales have declined
4. Targeted Mission Statement
Fibrearts aims to be the go-to brand for creative handmade,
timeless fashion. By providing top-quality garments using the best
fabrics, a commitment to producing products in the USA, creative
designs, and excellent customer service, Fibrearts seeks to be a
profitable brand that will leave customers inspired by both the
artistic design and fit.
5. Current Social Media Presence
● Website
○ Lacking useful information from
home page
○ Noncohesive
● Facebook
○ Inconsistent postings
○ Limited followers
6. Strengths
● Low marketing costs from using social
media to advertise products.
● Fibrearts is an already established brand,
therefore online may be easy to adapt
and transition to.
● As a clothing business, products can be
easily marketed through visual social
media platforms.
7. Weaknesses
• Lack of social media presence
(Facebook only).
• Low frequency of posting on
already established sites.
• Consumer market is directed to
older generation who don’t use
different various social media
platforms.
• Company website is outdated
and fails to attract potential
clients.
• Logo
• Layout
• Design
• Overall, weak marketing due to
exclusivity of products.
8. Opportunities
● Raise brand profile & customer awareness through advertising and marketing
through social media.
● Incorporate different various social media platforms to increase brand image.
● Brand expansion - possibility of widening product line.
● Branch out for a partnership with a model or partnered designer.
● Attending more fashion shows can provide opportunities to target a greater
range of potential customers.
9. Threats
● High competition from other companies at
fashion shows.
● The lack of interest from potential customers
due to narrow product line.
● Decrease in customer demand.
● Price wars among competitors (increase or
decrease in prices).
● Outdated or exclusive selectivity of products.
● Major corporations having more resources
to outbeat Fibrearts.
● High priced products may negatively
influence consumer purchase decision.
11. New Extended Target Market
○ 40 years of loyal customers
○ 30’s - late 60’s
○ Customer’s interest
○ Personalized coats
Current demographic / loyal customer New target market - younger demographic
12. Target Group Research
● Submerged in social media
● Track down the most used social media, and its purposes
● Segment message according to platform
○ Instagram: luxe lifestyle shots
○ Pinterest: Style tips/icons
○ Twitter: OOTD and Daily routine
○ Facebook: Special offers
● Engaging with audience
13. Social Media Tool Selection
● Facebook
● Instagram
● Youtube
● Pinterest
14. Project Plan
1) Creation of goals & budget
2) Assignment of roles
3) Establish platforms
4) Apply the goals
5) Measure effectiveness
6) Restructure plan to move forward accordingly
15. Key Roles
CEO
Marketing Project Manager
Marketing Team
○ Event Coordinator
○ Innovation Team
○ Platform Maintenance Team
Marketing Consultant
16. Data Collection
Performance Indicators
- Goals
- Social media tracking
tools
- Tweet Reach
- Facebook Insights
- Hootsuite
- Consulting
- 6 mo. - 1 yr.
- grow and evolve
18. Implementation/Key Steps
Steps to success:
1. Create an account on strategic social media platforms.
2. Update cites on weekly basis by encouraging engagement.
3. Utilize tools to analyze social media metrics.
4. Modify/ adapt and repeat!
