Andrei Craciun

MARKETING STRATEGY REPORT For As presented by Andrei Craciun MAY 20 2020 Marketing Proposal INTRODUCTION This is a report made by HedeMedia with recommendations related to Juniper Office. This document has been redacted after having an internal meeting in the company related to the last external meeting we had with Robert Warrilow, the Director of Juniper Office. Experience When it comes to expertise, we decided to have a talk with the members of our team. This is because of the reasons stated below: -We have already considered planning strategies for these products. -Our marketing team already has experience with similar customers. -We have private case studies with information and graphs related to many fields, this one included as well. MARKETING PROPOSAL MARKETING IN THE CURRENT SITUATION When it comes to selling products related to office furniture, this year due to the Covid-19 pandemic, we can see an increase in searches and purchases. As the text in the picture explains, right now people have the need to create their own home offices. This means that the interest and growth is because of individuals searching for themselves. The percentage represents a comparison between the situation of 2019 vs. 2020. This percentage combined with the pandemic means 3 things: Companies search during the pandemic full swing for equipment dropped due to employees working from home and due to costs concerns. Lots of individual consumers are interested in creating or upgrading their home offices. When restrictions are lifted and people go back to work, office spaces will need to be upgraded to meet health-safety new standards. Verticals considered: Email marketing, SEO, PPC advertising. There is one special point of view worth mentioning: some companies will pivot and change their work mode completely. These will allow all employees to work from home, thus these things can happen: company’s office furniture will either be sold/thrown away - or, most interestingly - be given to employees to accommodate home-working. In all of these situations, it is appropriate to assume some office spaces will remain empty of furniture. NALP NOITCA CONSIDERATIONS BRAND IMAGE Actions that would help you as a brand image: be upfront about how you support people during the Covid-19 outbreak, brand responsibility like donations, protecting the workers inside the company (which is obviously done by your product array). These are, of course, optional. BUSINESS TO BUSINESS MARKETING ANALYSIS To consider: there are many companies that we will compete with in the space of office furniture. Early bird gets the worm, so it is common sense to assume that by now, offices might have already bought their furniture. However, let’s go against this and consider other factors: When the pandemic situation was in full effect, companies were looking to cut costs, not add any. This means office furniture was the last of anybody’s concerns. Offers might have arrived, but not much was materialised. Reaching out to companies that own office spaces now is not a bad idea, even if we are “late to the party”. This is a good point to consider, as even if companies kept contact with earlier offers, we can come in with a better solution, a better price, or a better overall package. Companies, now that the situation has stabilized, consider getting their workforce active and in office once again. And here comes the punch line - AS SOON AS POSSIBLE. This means that Juniper’s 24-48 hour delivery, free office design offer and a complete array of products dedicated to this type of demand make you a very strong player. To our understanding, if we were to collaborate, we can get a new office setup and employees working in 7-10 days. This is, simply put, the perfect scenario. Juniper has the upper hand. Pricing - obviously, companies are concerned about costs. If you can be competitively priced, that combined with all of the above, you win. PRICING For the concerns of your company regarding costs, we decided to offer a price friendly package. As discussed, the first part of our outreach, including all setup, research, contact gathering and documentation, we propose a price of $1,500. BUSINESS TO BUSINESS MARKETING EXPECTATIONS In any case, that is our view and analysis on the matter. Factually, the success of the campaign might be lower or higher than expected. We take into consideration that these companies with office spaces have been a great interest to many businesses trying to sell them different products, from masks for employees, to sanitizers, to marketing services, home office technology for employees (internet, phone lines, sales equipment) and of course, office furniture and supplies. However, it is now that these companies can make a decision. Not 20 or 30 days before. INDIVIDUAL CUSTOMER MARKETING Since we understand that the B2B approach will take some time, we also tried looking into a B2C approach and present that to you as well. The plan would be to create bundles that are affordable for an individual customer. Complete solutions for a home office, for example. While the B2B process will have time to grow, the B2C process will add some revenue in the same time and keep the business going. In this approach we recommend targeted marketing on social media and search engines, on the most popular social media platforms in our specific action range. What we also recommend: SEO. It is a thing that you focus on now and continually, but 9-12 months from now, results will show and you will get a very nice boost from organic traffic. CONCLUSION Thank you for your time reading this report. We hope that we gave you the necessary insight to make a decision. We’re sorry if this report looks very strict (not entirely fitting what you might have thought of right now), but it is because at HedeMedia we have the mentality of adding value to our customers and not selling snake oil. Our honesty has helped us keep valuable customers. This pandemic represents a bigger issue than usual for many businesses and that’s why we’re coming up with these strict solutions. As a fact nearly 25% of brands went dark during this pandemic. But this is not the time to remain silent. We strongly believe that if you would like progress in this time, it might be a really good idea to take action. This is because many companies are opting out of advertising, mainly because of revenue issues, employees not working or simply not wanting to relate to all the bad news their advertising can be related to (Mainly classic media channels like TV). So it will represent a disproportionate field, where the ones who stand now are going to shine in the future. Consumers are interested right now how they can help with this crisis by buying your product, (Ex: Donate 10 masks for every chair), this while being truthful, factual and up-front with the crysis. In these times consumers want to empathise, get serious feedback from companies, to show that the company understands what the people are going through. There’s a huge opportunity, but at the same time there’s a huge risk in case a company is not being honest with it’s promises. Consumers are rewarding companies who act honorably to help during this crisis. Relationships are formed and strengthened or destroyed in moments of crisis. As spoken on our call, we are inclined into doing an email marketing campaign first and foremost. That will give us good insight into how your offer is received and what we need to adjust when going into the other gears. In case there are questions related to this material’s contents, don’t hesitate to write us an email and we’ll come back to you as soon as possible. If you consider all of these above as appropriate and wish to move forward, let us know and we will put together a list of things that we need before starting work and all else. 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