The Squarelle Tonacity Digital Marketing Plan displays the integration of Squared Online course learnings around multi-channel strategies in the digital world. Squarelle Tonacity is premium brand Hair Colouring product.
2. • Introduction Tonacityground
• Aims and Objectives
• Issues and Opportunities
• Erin and Fiona
• Tonacity Communications
• Key Squarelle Tactics
• Schedule and Outcomes
3. •Squarelle Tonacity – A truly Multi-Tonal hair dye product is launching
between April 1st
2014 and June 20th
2014 with a £400K digital budget
•At £24.95, Squarelle Tonacity is a high-end product for working women
on-the-go who care about their appearance and likes premium brands
•A new hair care formula: This launch will go beyond celebrity
spokesperson, television, and print ads to enter the fair-haired child of
digital integration with a multi-channel device agnostic approach across
Youtube, Facebook, Twitter, and a truly optimised website.
4. Focusing digital team efforts across key areas:
•By June 20th
2014, we want to be one of the top 10 hair-dye brands
recognised online for UK urban women 26 to 45 years old.
•Drive browse to purchase sales for women 36 to 55 by 20%
5. • Recession, anemic brand loyalty, and heavy discounting across
Europe’s Hair Care & Colour industry
– Sales projected to drop by -1.4 percent over the next three years1
• The UK Hair Care & Colour industry Squarelle Tonacity competition:
– £5-£10 Hair Dye products and Salon studios at £50-£150
– Well known competitors, consumer beauty spend
– New digital competitors such as Amazon & Boots
But it’s not doom and gloom for Squarelle Tonacity
–Recessions end, UK economy showing signs of recovery
–Our target consumers have low price sensitivity for hair care spend
–From 2006 to 2011, salon Hair Care sales declined 15.8 percent2
–Squarelle Tonacity digital strategy will disrupt the market
Euromonitor trade statistics1
L2ThinkTank2
6. Key Features
•Well Educated, young
marketing manager
•Fashionable/Stylish
•Access to urban services
•Technology savvy, Social
search first
Hitwise Mosaic Custom Industry Set:
Lifestyle by Mosaic Group Share: A – Alpha Territory 5.5%,
B – Professional Rewards 13%, G – Careers & Kids – 9%, F – Suburban Mindset 12%, O – Liberal Opinions 12%,
Sites in set: premium competitors, partners, associated media brands1
• Age: 30
• Status: Single, No Children
• Rents Apartment in London SW
• Reads the Guardian &
Independent, and Cosmo online
• Takes 2 holidays / year
• Has a Virgin Media package
• Loves concerts and galleries
• Heavy Social Media & Email use
“I’m really active and try to minimise my
carbon footprint with the exception of
my holiday flights.”
7. Key Features
•Erin’s older sister
•Senior Book Publisher
•Daily Commuter
•Comfortable family life
•Internet Shopping, Google
search first
• Age: 40
• Status: Married, 2 Children
• Owns detached home in Guildford
• Reads the Daily Mirror offline,
Vogue online
• Buys groceries online, and
searches for new products online
• Takes 3 holidays / year
• Has a Sky HD package
• Loves the theatre
“We live in the country for the kids, but it means I rarely have time
between commuting and family life for myself!”
8. Week 2 - Fiona’s Journey: Underground Banner Ad > Erin’s Facebook Timeline >Vogue
Display Ad > Mobile Referral > Google Search > Site Videos > Store Locator > John Lewis > Site
Trip Prize Entry Questionnaire > Remarketing > Email Promo > Vlogger Review > Second
Purchase - Advocacy
Week 1 - Erin’s Journey: Facebook Video Booth > Shares Video >
Twitter > Cosmo Magazine Ad > YouTube Healthy Multi-tonal Tutorial Guide video
> Debenhams Tonacity counter > Purchase & Review > Interact with Product > Facebook
Brand page Like > Email > Site> iPad Ap > Remarketing >Tess Daly Trueview Ad > Email
> Tells a friend – Strong Advocacy
9. Effectiveness of Brand
Site 88% :
•Site Functionality, Content &
Search(What Users Do)
•Technology, Navigation &
Product
•Product reviews
•Online Chat & Store Locator,
Tonacity Product
•Order for pick up E-
Commerce
•Account & Personalization
Brand Translation 12%
•Squarelle Aesthetics
•Messaging & Visuals
Search, Display and
Email Marketing:
•SEM, SEO, Web
Authority
Advertising
Innovation:
•RTB Display,
Retargeting with cap,
Cross Platform Initiatives
Blog & User-Gen
Content:
•Mentions & Sentiment
Mobile & Tablet
Compatible
Optimisatiion:
•Compatibility,
Functionality,
Transactional Store
Locator order for
pick up
IOS App (iPhone
& iPad):
•Easy to find, free,
UX tested
Innovation:
•Geolocal, nearest
store
Community
Content, Size,
Engagement,
Backlinks:
•Facebook: Likes,
Growth,
Responsiveness,
Interaction Rate
•Twitter: Online Voice,
Followers, Growth,
Frequency
•Youtube: Search
Visibility, Views, # of
Uploads, Subscriber
Growth
Engagement Metrics (bounce, time on site, ppv, WoW Uvs on sites, social media channels, > related to specific goals > Store locator, trip prize data capture questionnaire
Hitwise Custom Set – Upstream, downstream view throughout campaign to curate content
Goal Needs awareness information conviction purchase advocacy
Video Booth UGC, Emerging Soc Media: G+ for Bloggers, Instagram for Video Booth, Pinterest for blog Content,
Google Display Network RTB, Tablet to Mobile Laptop repsonsive, SEO, to PPC, to Paid Social, BoobTube to Youtube Magazines offline to Newspapers online Vertical rectangle: 240 x 400 Mobile leaderboard: 320 x 50 Banner: 468 x 60 Leaderboard: 728 x 90 Square: 250 x 250 Small square: 200 x 200 Large rectangle: 336 x 280 Inline rectangle: 300 x 250 Skyscraper: 120 x 600 Wide skyscraper: 160 x 600 Half-page: 300 x 600 Large leaderboard: 970x90
By June 20 th 2014, we want to be one of the top 10 hair-dye brands recognised online for UK urban women 26 to 45 years old. Drive browse to purchase sales for women 36 to 55 by 20%
