1. 1
Chanel Dokun
Women of Consequence
Marketing Strategy Plan
Created by:
Kimberly Hallford, Kasha Hamilton,
Bashari Guidry, Travonn Lee
2. 2
Table of Contents
Executive Summary ................................................................................................................ 3
Background............................................................................................................................ 4
Client Overview ............................................................................................................................... 4
Marketplace Budget............................................................................................................................................4
Target Market......................................................................................................................................................4
Competitors............................................................................................................................ 4
Objectives............................................................................................................................... 4
Plan Strategy.......................................................................................................................... 5
Streaming ........................................................................................................................................ 5
Podcast................................................................................................................................................................5
Social Media .................................................................................................................................... 5
Instagram ............................................................................................................................................................5
LinkedIn...............................................................................................................................................................5
Business Website............................................................................................................................. 5
Tactics.................................................................................................................................... 6
Advertise ......................................................................................................................................... 6
Create a Social Media Ad Campaign....................................................................................................................6
Self-Promotion ....................................................................................................................................................6
Actions ................................................................................................................................... 7
Podcast:........................................................................................................................................... 7
LinkedIn/Instagram:......................................................................................................................... 7
Business Website:............................................................................................................................ 7
Reference: .............................................................................................................................. 8
Appendices:............................................................................................................................ 8
A. Editorial Calendar ........................................................................................................................ 8
3. 3
Executive Summary
This marketing plan details the objectives, strategies, and tactics that will help Chanel Dokun’s
community "Women of Consequence" grow to the desired amount. Currently, Mrs. Dokun has
around 35 consistent members in the community, over 2,000 followers on Instagram, and a
growing number of connections on LinkedIn. This marketing plan will help to achieve the
objectives that will help her business grow.
After discussing with Mrs. Dokun, we found that the main objective is to grow the community
numbers. The client does not just want new members but more of a consistent community.
Mrs. Dokun wants all members to enjoy a full experience. The client currently uses social media
as a tool to promote business. Mrs. Dokun already has a unique selling point, price, and
growing community. This marketing plan will help push the business to the next level. The plan
will include strategies that will best suit the current time restraints, budget, and reaching the
target audience.
4. 4
Background
Client Overview
Marketplace Budget
Chanel Dokun currently has a marketing budget of $500-$700 dollars per month. There is
currently no paid promotion in place. Mrs. Dokun is certified in Life Coaching, Career
Development, Public Speaking and Leadership Development. The client wants to grow her
following on LinkedIn and integrate that new audience to customers. LinkedIn offers simple
tools that can be used for Sponsored Content, Message Ads, Dynamic Ads, Text Ads, or a
mixture of all four. Since the client already has a customer conversion rate on Instagram, the
main focus should be advertising on LinkedIn.
Target Market
After doing research, the target demographic would be women between the age of 30-35-year-
old. The psychographic are women who are career driven. The primary target geographic
location is the East Coast of the US with an annual income range of $50,000-$70,000.
Competitors
Go and Tell Gals is a collective of Christian women who help each other use their gifts for the
good of God. They offer podcast, digital resource, online courses, live events, and social media.
(Go + Tell Gals 2021)
Broken Crayons is a Christian organization that gives women hope. They help women who feel
broken, hopeless, and imperfect find the true meaning in life. Also, the company offers a
platform for women to blog and share commonalities. (“Re:Color – Broken Crayons Still Color,”
n.d.)
Objectives
Chanel Dokun’s main objective is to acquire more clientele and higher conversion rate from the
social media platforms. As the sole proprietor, the client is responsible for the maintenance of
the business website, bookkeeping and etc. This lessens our clients time to be able to market or
do other promotional events. One of the objectives is to reach as much of the target market
while using up as little time as possible. While also marketing the upcoming podcast and
advertising on social media platforms such as Instagram and LinkedIn.
5. 5
Plan Strategy
Streaming
Podcast
Produce podcasts upon availability and allow time for editing. Use parts of the podcast as
promotional pieces. Place the pieces on the business website(s), LinkedIn, and Instagram as
advertisements. Utilize all platforms to promote in various ways. An option would be to create
a podcast episode preview page on the business website for free advertisement showcasing the
prerecorded podcast pieces. Continue to utilize influencers on Instagram to promote new
membership tiers, podcasts, upcoming book, app, and website.
Social Media
Instagram
Migrate the current Instagram audience and customers over to the new app and get them
signed up. Continue utilizing Instagram to keep up with current customer conversion rate.
Partner up with influencers to use their platform to promote business website, upcoming book
and app.
LinkedIn
We suggest that Mrs. Dokun allocate all of the funds towards a LinkedIn Ad Campaign to
generate a conversion rate on LinkedIn. This would require Mrs. Dokun to learn how to use the
tools provided by LinkedIn to efficiently promote on the platform. The client can use the
prerecorded podcast pieces as a way to promote new membership tiers, app, business website,
and upcoming book on the LinkedIn platform.
Business Website
Create a membership tier program that offers a basic and exclusive plan. For the highest tier,
offer the new book as a sign-up incentive. This same tactic can be used for a Refer-a-Friend
option. This implies when an existing member refers a friend, the new signee gets a book and in
return the referring member gets a recognition post after a set number of referrals. Use both
LinkedIn and Instagram to promote the upcoming book, app, and new membership tiers.
6. 6
Tactics
Advertise
Create a Social Media Ad Campaign
Research shows that the best way for a single entrepreneur to advertise their business is to use
social media. (Bhasin, 2011) Platforms such as LinkedIn and Instagram can bring in customers
that better fit the target market. The client can easily use one day to schedule content releases
throughout the week on the different platforms. This will help the client avoid spending time on
each post each day. The client can do Q&A’s, post pictures, snippets of the podcasts, and
collaborating with influencers to get new content out. By creating this ad campaign, it can not
only help reach the clients but also explain what the brand wants to convey.
Self-Promotion
Another option would be to create an email newsletter. Create an email marketing funnel. Mrs.
Dokun would be able to schedule a day and time for the newsletter to be sent out. These
newsletters will provide engaging content with their customers and keep their community
involved. With the client's LinkedIn account, they will make posts for their connections in the
network to promote the client's podcasts.
7. 7
Actions
Podcast:
There will be a prerecorded podcast on the business website that will showcase what the
membership is. Highlight topics from the podcast will be advertisement pieces. The podcast
would be about what’s happening in the community or advise those who need it. The length of
the podcast doesn’t need to be lengthy. The content should be approximately 30mins - 1 hour.
Allow members to be guest speakers on some of the episodes to talk about their shared
experiences or an open forum for Q&A. These podcasts would be prerecorded, and the
episodes would be placed on the business website. Podcast will be recorded once every week
to allow time for editing and revisions.
LinkedIn/Instagram:
Learning to post, network, and promote on LinkedIn. Here the client can highlight the new
community and announce the upcoming book. In addition, use the highlights form the
prerecorded podcast to create trailers for upcoming podcasts. Both platforms can also be used
to migrate new customers to the website. Continue utilizing Instagram to promote the podcast,
upcoming book, app, and new membership tiers. Also, use the live feature to reach more
people, and invite Influencers as guest speakers to gain an additional audience. Lastly, invite
members to join in and converse about important topics to show community engagement. Mrs.
Dokun can use the LinkedIn advertisement tools to promote the business website, podcasts,
membership tiers, and app.
Business Website:
Create a tiered membership system and use the new book as an incentive for the higher tier.
The highest membership can get the book a week earlier. Set a final date for the book release
and promote it on the business website, LinkedIn, and social media. Use a Refer-a-Friend
program with the book as a sign-up incentive for new members and recognition to the original
member. Create a Podcast page on the business website.
8. 8
Reference:
Bhasin, K. (2011, August 01). 7 Ways to Promote Your Business Online for Free. Retrieved
January 24, 2021, from https://www.americanexpress.com/en-us/business/trends-and-
insights/articles/7-ways-to-promote-your-business-online-for-free/
Our mission. (n.d.). Retrieved January 23, 2021, from https://www.goandtellgals.com/our-
mission
Re:Color. (n.d.). Retrieved January 23, 2021, from https://brkncrayons.com/re-color/
Morrow, S. (2020, March 13). Cost of Marketing: What Is the Average Budget? Retrieved
January 23, 2021, from https://www.legalzoom.com/articles/cost-of-marketing-what-is-the-
average-budget
Chanel Dokun LLC - Women of Consequence. (n.d.). Retrieved January 25, 2021, from
https://chaneldokun.com/ (LOGO)
How to Advertise on LinkedIn in 5 Simple Steps: LinkedIn Marketing Solutions. (n.d.). Retrieved
January 31, 2021, from https://business.linkedin.com/marketing-solutions/how-to-advertise-
on-linkedin
Written by Eric Siu Eric Siu is the CEO of digital marketing agency Single Grain. (2020, December
17). How to Create a Marketing Funnel That Generates Sales. Retrieved February 01, 2021,
from https://www.singlegrain.com/blog-posts/content-marketing/how-to-create-marketing-
funnel/
Appendices:
A. Editorial Calendar
Monday Tuesday Wednesday Thursday Friday
Record/edit
content for
podcasts.
Schedule posts
for LinkedIn,
Instagram and
emails.
Scheduled
advertisement
on social media
for news of
upcoming
podcast releases
at 10am.
Scheduled email
newsletter
releases this
morning.
Scheduled
content release
on LinkedIn and
Instagram at
12pm.
Scheduled
podcast and
video releases at
11am.
