Derrick Kwa

2015 Thousand True Fans Pte Ltd (Reg No:-K) Derrick Kwa [[COMPANY X] ACTION PLAN] Overview of the [Company X] brand, positioning, as well as the channels and plans for each channel [COMPANY X] BECAUSE YOU’RE WORTH SHOWCASING OVERVIEW [Company X] is not just about jewelry, it’s about helping women express themselves. You provide unique, beautiful pieces, for driven, independent, strong women to showcase their personality to the world - and show the world what they’re made of. We want to position [Company X] around self-expression - not just jewellery. This serves two purposes. 1. 2. Speaks to the deeper emotional need of why your customers buy from you Allows you to expand or pivot to other types of products We want people to connect with [Company X] over the belief of self-worth and self-expression, and showcasing one’s own beauty. Not just over jewelry and design. We want them to think not “[Company X] gave me beautiful jewellery”, but “[Company X] has helped me express myself better (with beautiful jewellery)”. The tagline “Because you’re worth showcasing” speaks to the emotional needs of self-worth and self expression. It also connotes the high value / luxury aspect of the brand. STORY WE WANT TO TELL You’re a motivated, independent, strong woman. You’re climbing the corporate ladder, and working towards the life of your dreams. You’re unique, beautiful - you’re worth showcasing to the world. And you deserve jewellery that does that. You want unique jewellery that represents you - not cliched pieces that everyone else has. VALUES As a brand, you value:       Beauty Quality Self-expression Uniqueness Authenticity Elegance We’ll make sure that everything we do goes in accordance with these values. The photos we post should bring across beauty and elegance. The tips we provide should be authentic. The content we create should exude quality and uniqueness. And all of it should be around the message of expressing yourself. PERSONALITY You want to exhibit the following personality traits:   Modern Stylish    Bold Elegant Classy TONE AND VOICE The way we write needs to exhibit that personality. We’re speaking to an underlying emotional need of self expression and self worth, not just functional desires of having jewellery. As such, we need to be human and emotional in our language. We should be inspirational and engaging. This means:     Use contractions Be conversational Ask questions Speak in first person For example, instead of: WOODSTOCK INSPIRED // The Arrow & Ring Necklace in 14k Gold Vermeil and Oxidised 925 Silver // By Luxe Australian designer Petite Grand, inspired by the freedom of woodstock // Online now We’d say: We love this beautiful arrow & ring necklace - inspired by the freedom of woodstock. It’s handmade using 14k Gold Vermeil, and perfect for showing off both your wild side and love of peace! ROUND-UP OF BRAND: CREATOR ARCHETYPE Motto: If you can imagine it, it can be done. Driving desire: to create things of enduring value Goal: to realize a vision Greatest fear: mediocre vision or execution Strategy: develop artistic control and skill Task: to create culture, express own vision Weakness: perfectionism, bad solutions Talent: creativity and imagination AUDIENCE We have two main audiences we want to target: 1) independent, strong women, 2) men buying gifts for their girlfriends/wives. WOMEN Meet Joanne. She’s 28, and is a fast rising star in her marketing agency. She started off as a junior executive just a few years ago, but now she’s close to being a director. She can sense her promotion coming and is eager for it. She’s worked hard to get to where she is. But she’s starting to worry about losing herself in her job. She knows there’s more to her than her work. She’s creative, she loves traveling and seeing the world, and loves diving. But she’s been so hard at work that she hasn’t managed to travel much. Her last diving trip was over a year ago, and she wants to go do that again. She wants to stand out more at work - to dress in brighter colours and show her creativity more - but she’s afraid of coming across as unprofessional. So she wears bland officewear during the week, and uses the weekends to pull out the most beloved, colourful pieces of her wardrobe. She used to have a blue streak in her hair, but since she’s gotten this job, she’s had to get rid of that too. She misses that colour in her style, but she knows it’s a sacrifice she has to make in order to climb the corporate ladder and get where she once to be. She tells herself that once she’s successful enough, she’ll be able to dictate what others wear, and she’ll be able to do whatever she wants. MEN Meet David. He’s 33, and has been dating his girlfriend for 11 months. He’s an investment banker, and is constantly busy with work. He typically gets to work at 8am, and works until 7pm. He does his best to make time for his relationship. He takes his girlfriend out to nice restaurants, and makes sure to carve out time for dates and to spend time together. But finding that balance between work and his relationship is hard. He’s approaching his 1 year anniversary, and wants to find a perfect gift for his girlfriend - but doing so takes a lot of time, and he’s struggling to find the time to shop and choose that perfect gift. Even if he did have the time, he isn’t fully sure what to get - he’s afraid of choosing the wrong gift and getting something his girlfriend won’t like. He knows ultimately “it’s the thought that counts”, but still, he’d like to get her a gift she would love, and that shows her how much she means to him. CHANNELS / PLANS We’re not looking to run specific campaigns. Campaigns are one-off, and non-sustaining. We want to spend the first 3 months build a solid foundation of communication/engagement channels. After these are set up, we can look into doing one-off campaigns to give [Company X] a boost, and we’ll have a solid foundation to build off of. We’ll start off building 2 funnels. 1 for women, and 1 for the men / partners. For traffic and engagement, Facebook, Instagram and Pinterest are the most important channels for your brand, and we’ll start off focusing on these three. EMAIL The core of our strategy will be based on your email newsletter. We’ll have 3 email lists: 1. 2. 3. Men buying for their partners Women who are interested, but haven’t purchased yet Women who have purchased from you MEN BUYING FOR THEIR PARTNERS For these men, we’ll create a guide on “How to find the perfect gift”. This will be a short guide, with gift suggestions (some of which will be your products), and what to pay attention to when looking for a gift. In order to download the guide, we’ll require them to submit their email address. After the download, we’ll send out 4 emails over the next 2 weeks to them to follow up. The 4 emails will be as follows: 1. 2. 3. 4. The first email will be a thank you email, sent immediately at the download. In this email, we’ll thank them, and give them the link to the download for their reference. In the second email, we want to provide more value and build trust. To do so, we’ll provide an additional tip (that’s not in the guide) on finding the perfect gift. This will be a FAQ email. This will cover some common questions guys have about finding a gift for their wife - including return policies, exchanges, etc. We’ll use the final email to reiterate the importance of getting the perfect gift, and drive the reader to purchase. We can offer a small discount code here in order to increase scarcity. Each of the emails will be crafted to driving conversions. After this sequence, we’ll send regular monthly emails to this list. These monthly emails will be based around the idea of how to make your partner feel special, and include content such as date ideas. WOMEN WHO HAVEN’T PURCHASED YET In order to attract these women, we’ll create a guide on how to express yourself while still looking professional. We’re targeting strong, creative, career minded women, and we want to help them express themselves and show the best of themselves. Again, this guide will be used to get email subscribers. The follow up sequence for these subscribers will be as follows: 1. 2. 3. 4. 5. A thank you email A short survey to segment the list into the 4 main style types. In the third email, we’ll send one outfit suggestion (a couple of jewellery pieces from your collection, as well as the types of clothes it’ll work with). We’ll create 5 versions for this email (1 for each style, as well as 1 general one for those who didn’t fill up the survey), and send them out accordingly. Short FAQ email, why it’s important to showcase your personality at work and how to do that easily The final email will reiterate the importance of showcasing your personality at work, and highlight 2-3 great pieces for your style. Again, there’ll be 5 versions of this email. We can offer a discount code here as well to drive purchases. After this follow up sequence, we’ll send out monthly regular emails. These emails will highlight a featured product of the month, a featured outfit of the month, as well as some articles/tips about self expression. These emails will be segmented by style type. At any point along the sequence, if they purchase an item, they’ll get moved over to the purchaser list. WOMEN WHO HAVE PURCHASED Once they’ve purchased, we want to keep engaging with them. We want them to become repeat customers, and to tell their friends about you. Immediately after purchase, we’ll ask a couple of simple questions to find out how they found out about you, and to find out what kind of style/products they are the most interested in. The emails we send to them will be segmented accordingly. Those who were referred to you by word of mouth will also be encouraged to thank the friend who referred them, closing the loop and showing appreciation to the recommender. 1 day after delivery, we’ll send an email, with one short question. We want feedback, but we don’t want to overwhelm the customer with a full survey at this point. We just want to ask one simple question “How likely are you to share [Company X] with your friends?”, and with an optional question of “Why/Why not”. Customers will answer on a scale of 1 to 10, and we’ll segment them based on their responses. For customers who give a rating of 1 to 6, we’ll notify you so you can follow up and provide customer service and troubleshoot any issues they’ve had. Customers who answer 7-8 are those who had an average experience, who like you but not overly so. These customers will get monthly emails, similar to the ones sent to those who haven’t purchased. We’ll provide more value for these customers, engage them, invite them to the pop-up store (so they can interact with you in-person) in order to try and strengthen that relationship with them. Those who respond with a 9-10 are the ones who really love your brand. These are your loyal, raving fans. We want to engage with them regularly, and mobilize them to spread the word about you. Immediately after the rating (while they’re still in the mindset of “Yes, I’m likely to recommend [Company X]”), we’ll ask them to post a photo of their new purchase online. We’ll follow up with these people regularly, once every two weeks. These follow-ups will offer much more exclusive content such as behind the scenes photos and updates. For everyone who has purchased, we’ll follow up a few times more after the purchase (3 months after, 6 months after and 1 year after). In these follow ups, we’ll engage with them and ask them about their experience - how they’ve liked the piece so far, what their favourite outfit is, to share a compliment they’ve received on the piece. We’ll also ask the question of “how likely are you to share [Company X] with your friends?” again, so we can get updated opinions. FACEBOOK We want to use Facebook to share content that engages and provides value to your audience - and built around the message of self expression. Content should be focused on providing value more than on promotion. We’ll post 5 main types of content:       Behind the scenes news / updates (20%) Inspirational/Empowering quotes (10%) External articles, with tips on self expression, standing out at your job (15%) Styling tips / outfit suggestions (20%) Product posts (20%) Questions / fill in the blanks to engage the audience (15%) We’ll do 2 posts per day, and boost the posts that gain the most engagement. As we see what posts work the best, we’ll calibrate the ratios further. FACEBOOK ADS Facebook ads will generally be used for lead generation, more than direct sales. We will run ads that point towards the two guides we created (the “find the perfect gift” guide for men, and “express yourself” guide for women). The ads for women will be targeted towards professionals, who are 28-50, and who like similar brands such as Bulgari and Gnossem. We’ll also make sure this audience is intersected with the interest of “online shopping”. Doing so will ensure that the people we reach are ones who are likely to purchase online, and will increase our conversion rates. We’ll test out specific ads for women who have recently started a new job, from the angle of “stand out at your new job” / “reward yourself for your new job”. The ads for men will be targeted towards those who are in a relationship, and who have an anniversary approaching. We’ll also run specific ads targeted at various relationship periods (new relationship within the past 6 months, engaged in the past 3 months, etc). For each ad we run, we’ll test at least 3 copy variations and 3 photo variations, so we can test which is the most effective. We’ll start off running ads at $15 per day and scale up once we have a clearer idea of the most effective ads. In addition, we’ll run an ad campaign where we’ll release these tips in the ads themselves, and only the people who click through on a tip can see the next one. At the end of the tips, we’ll offer a free download to get their email address. This campaign should give us a list of hyper-motivated subscribers, who are much more likely to purchase from you. Finally, we’ll test product ads that lead directly to the store. We’ll test one ad for each of the 4 style types, and target it towards women who like brands of that style (for example, we’ll show Boho-style products to women who like FreePeople). INSTAGRAM On Instagram, we’ll focus more on showcasing the products and the outfits they work with. We still want to provide value, and will share a few quote images as well as some style and outfit photos. In addition, we want to use this platform to showcase customer photos as much as possible. We’ll share the following type of content:      Inspirational / Empowering quotes (10%) Product shots (30%) Style/Outfit shots (30%) Behind the scenes (15%) Customer shots (15%) PINTEREST You have a good range of boards on Pinterest. We love the boards showcasing the different style types. We’ll tweak the descriptions (and some of the board titles) to better show your personality, be more engaging, and to bring forward the self-expression theme more. For example, instead of: All about rock chic style – black, silver, gold, leather, studs, stars and spikes. Inspiration for one looking to try out the rock chic look for a dash of danger. We’d say: For the woman who has a dash of danger within her. Black, silver, gold, leather, studs, stars and spikes. In order to grow your reach, we’ll start group boards. We’ll invite other influencers on Pinterest to join our style boards, as well as engage with existing fashion/style group boards to join them. METRICS / GOALS Over the past 6 months, you’ve averaged approximately 5.5 sales per month online, at an average of $140 per sale. Our goal is to get to 25 online sales per month, and to get 750 email subscribers. We’ll start with spending $15 per day on ads, which comes up to $450 per month. Assuming 30c per click and 25% conversion on the guide page, you’ll get 375 new subscribers. If just 5% of these new subscribers purchase (through the email follow up sequences), that will get you almost 20 additional sales per month, which would bring in an additional $8400 of revenue per quarter. We’ll also aim to increase your Facebook audience to 1250 by the end of the 3 months. We’ll set up Google Analytics to keep track of where your visitors are coming from, so we can measure which medium is working the best for you. HOW WE CAN WORK TOGETHER There are 3 options to how we can do this, depending on how hands on you want us to be. OPTION 1: INITIAL SET-UP In this option, we’ll set up the required systems for you. This includes setting up the initial follow-up emails and segmenting rules in your email system, working with you to create the 2 guides and the landing pages, as well as setting up ads pointing towards these guides. We’ll set up 2 ads (1 for each guide), with 3 copy variations and 3 photo variations for each ad. The cost for this option will be a one-time fee of $2250. PACKAGE 2: INITIAL SET-UP WITH MONTHLY CONSULTANCY In this option, we’ll do the initial set-up in option 1, and we’ll also provide monthly consultancy and reporting for 3 months. After the initial set-up, we’ll create a monthly report for you on the engagement rates, conversion rates, and how our efforts are working. We’ll also include content suggestions for the next month as well as suggestions for how you can calibrate and improve what you’re doing. For a 3 month package, this option will cost either 1) $4750 or 2) $2850 + 20% of online sales revenue. PACKAGE 3: ALL INCLUSIVE In this option, we’ll do everything above, as well as create and write all the content for you. This includes posts for Facebook, Instagram and Pinterest, as well as writing the regular email newsletters. For a 3 month package, this option will cost either 1) $10,250 or 2) $7650 + 20% of online sales revenue. MOVING FORWARD All we need to get started is a 30% deposit (of whichever package you choose), which will allow us to start planning and scheduling what we’ll do for you. TO MOVE FORWARD, PLE ASE SIGN BELOW AND RETURN: Name: _________________________________ Title: _________________________________ Signature: _________________________________ APPENDIX A: HASHTAGS List of some of the top hashtags we’ll be using. Brand Keyword Hashtags Category hashtags #[Company X] #vacationstyle #indulge #weekendstyle #accessories #workstyle #loveit #gemstones #beautiful #[material]necklace #ootd #lovegold #boutique #earrings #style #luxelook #handmadejewelry #bohojewelry #styleme #boholove #musthave #boholook #new #minimalistjewelry #unique #rockchic #uniquejewelry #minimalistic #madetoorder #wristparty #instafashion #luxury #finejewelry #custommade #instajewels #silver #details #rosegold APPENDIX B: PINTEREST GROUP BOARDS Some group boards on Pinterest that are we suggest you apply to join. https://www.pinterest.com/transformhome/what-would-you-put-in-your-jewelry-drawer/ https://www.pinterest.com/laurafletcherr/jewelry/ https://www.pinterest.com/ilovecrafty/jewellery-to-drool-over/ https://www.pinterest.com/ferdak/jewellery-box-2/ https://www.pinterest.com/alaridesign/all-bohemian-boho/ https://www.pinterest.com/BohoTreehouse/best-of-bohemian-style/ https://www.pinterest.com/boomerinas/boho-chic-group-board/ https://www.pinterest.com/lovebling92/a-womens-jewelry/ https://www.pinterest.com/lookbookstoreco/luxurious-jewelry/ https://www.pinterest.com/noaparnas/jewelsparty/ https://www.pinterest.com/katelyntaylor1/womens-fashion-my-dream-closet/