AnnRoche+Marketing+Plan

= Digital Marketing Strategy for Ann-Roche Branding = toc

Executive Summary
This document outlines a digital marketing strategy for the client Ann Roche Branding. It aims to provide Ann Roche Branding (AR-B) with effective online marketing initiatives that will increase brand awareness within the target demographic group defined below. The overall business objective for the company is the acquisition of new customers, therefore establishing an online presence is essential to achieving this goal. In order to do this, we propose a marketing plan that will; identify the __target__market and their characteristics, list the environmental forces that will influence online campaign efforts as well as how they might interfere with our plans. It will also explain how we plan to implement social media, email and video campaigns that will be strategically placed on related local sites to attract the most potential customers. The specific actions taken to promote Ann Roche Branding will be evaluated through social media web analytic (YouTube, Facebook, etc)and will measure the success of the online marketing strategy.

Company's Background:
Ann Roche Branding was founded by its CEO and Creative Director, Jodi-Ann Brown in 2009. Ann Roche Branding is an image consulting and lifestyle management company that aims at improving their clients personal development by offering an array of services. These services include; Wardrobe Advisory and Fashion Styling, Personal Shopping, Body Analysis, Etiquette Coaching and Beauty Workshops.Currently, the company;s website is under construction and this poses a problem when it comes to attracting customers and increasing brand awareness online. Thus, in order to properly determine consumer behavioral profiles and models of communication; database marketing will be used to develop personalized social marketing campaigns while keeping in mind the company's marketing budget of $20,000 (most of which is allocated to print advertisements); where only 7% dedicated to online marketing initiatives. AR-B plans to increase brand awareness and expand client base by 10% over the course of one year and within 6 months develop an online strong online presence. The following objectives, limitations, internal and external factors that affect company's overall completion of goals are identified further in the SWOT analysis below:


 * ====**Strengths:**====

1) Offers a variety of services to consumers

2) Services are locally offered to target market already established channels for social marketing through Twitter and Facebook

3)Distribute services locally to target market || ====**Weakness:**====

1) Website is currently underconstruction

2) Limited to social media analytics and followers to measure consumer base

3) Hasn't establish a prominent web identity

4) New company ||
 * ====**Opportunities**:====

1) Should seek to implement other methods of social advertising and third party sponsorship (Blogging and Email)

2) Should take advantage of mobile application advertising (Instagram, Pose, etc)

3) Weekly Video Uploads/ Tutorials via You Tube to promote services and offer tips in educating consumer about fashion, style trends, and beauty tips. || ====**Threats:**====

1) Older and more establish companies that offer similar services with broader demographic

2) Cost to have major blogs advertise and feature company on their site may be high. ||

Marketing Plan
AnnRoche Branding has a very specific clientele. Since this company provides a service their marketing plan must focus on their target market. Due to the size of this company AnnRoche can only cater to the Greater Toronto Area. All the services provided can cater to women ages 15-45+. This is the perfect service for single woman with salaries starting at $30 000. AnnRoche also has programs for married woman, woman with children and the new up and coming business woman. AnnRoche has specialized programs that will meet the needs of woman within this segmentation. AnnRoche Branding is cater to woman but is not exclusive to woman.
 * Target Market**
 * Females
 * Ages 15-45
 * Greater Toronto Area
 * Fashion Lovers
 * Single women
 * Woman with salaries of $30 000
 * Women with kids
 * Married woman

Marketing Mix
**__ The 4 P’s __**

** Products & Service ** Not making actual products, but providing a service. AR-B aims to improve client’s personal development by providing clients with the tools to package themselves for success, which include etiquette workshops/seminars, personal shopping and styling. What sets AnnRoche Branding apart from other image consulting and lifestyle management companies is that they depend on what the client wants. They focus on the individual specific needs of the customer and caters to them.

Specific services include:
 * ** Wardrobe Advisory and Fashion Styling ** - AnnRoche Branding will help clients define, refine and create their own personal styles. We strive to ensure that our client's garments make the right statement about who they are. Each client is given a personalized wardrobe program.
 * ** Body Analysis ** - AnnRoche Branding body shape and proportions. We will identify your basic body shape and guide you on how to choose clothing that is in harmony with your natural bodylines, and balance your scale and proportion. The aim is to provide you with an understanding of what clothing is most flattering to your build.
 * ** Colour Analysis ** - AnnRoche Branding help our clients discover which colour palette works best for their skin tone, hair and eye colour. Our clients learn what colours are their high impact colours to make them look and feel more youthful, healthier and more confident.
 * ** Personal Shopping ** - AnnRoche Branding take the stress and inconvenience out of shopping by providing a range of items individually selected for you. Clients are given the option to shop with or without a consultant. *Special group rates available.
 * ** Corporate Consulting ** - AnnRoche Branding works with organizations and HR professionals to assist in optimizing revenues by maximizing and upholding corporate image. We offer comprehensive image management coaching and styling, customized to reflect the corporate brand image. Customized coaching on an individual, group seminar or organization basis.

**Price** Pricing strategy: penetration strategy Suggested Pricing
 * In order to maximize market share. By providing AR-B to consumers at a low price, ensures that clients will find the service attractive and consider the service, while establishing a solid presence in the industry.
 * AR-B aims to sell their service at a low price compared to the competitor’s because they plan to stay in the industry for a long time (as opposed to selling at a high price and make a lot of money in the short term but quit later on).
 * AR-B targets the working class women and prices vary depending on the service the client is requesting. Prices are agreed upon after the client has had a consultation and prices vary depending on the work and effort required. Packages are also an option which include wardrobe makeover and a free personal shopping trip

**Place or Distribution** <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">Since AnnRoche Branding is not selling a product, we are not concerned with the placement of the product. AR-B is more concerned about where they should promote in order to get maximum exposure to clients. The company will look at where the customers and clients spend their time online (such as what sites they visit, what fashion sites/blogs are highly rated or very popular) and aim to promote on those websites/blogs to increase awareness. AR-B hosts workshops in different areas/venues depending on the ticket sales. If the majority of ticket sales seem to be coming from a specific location, AR-B will cater to these clients and rent a venue in that area to hold the workshop. This is another way that AR-B puts clients first.

<span style="color: #f79646; font-family: Arial,Helvetica,sans-serif;">**Promotion** <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">In the modern marketing environment, companies must consider beyond developing a good product/service, pricing it attractively, and making it widely available to their target market. AR-B must also communicate with prospective clients in an effective manor. Multiple communication outlets will be used to inform clients about AR-B’s services. We hope that promotions through different mediums will increase brand awareness, and recognition.
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">Mass Selling
 * <span style="font-family: Arial,Helvetica,sans-serif;">__ Advertising __ (what we have to pay for) include using the website, and paying for our advertisements to be placed on popular fashion blogs or other websites.
 * <span style="font-family: Arial,Helvetica,sans-serif;">__ Publicity __ (which is free) include being mentioned on famous fashion blogs who have heard of AR-B or personally used the services, and using social networking sites where AR-B can post events, tips, updates etc. for other customers to see. AR-B will also rely on word of mouth marketing, an informal communication about the service by consumers via social media outlets.
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">Sales Promotion
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">Promotions that AR-B offers promote customers to use their services and include discounts such as early bird tickets (cheaper tickets if clients sign up in advance) or dollar off depending on the services the client requests. They also offer specials for loyal clients that refer AR-B services to other customers.
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">AR-B also provides samples of previous works which many get people interested about the company.
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">Another big promotion that AnnRoche Branding will focus on is using Dealfind to promote their services and raise awareness. Many up and coming companies use Dealfind to promote their product/service and AR-B will take advantage of this. They will offer a percentage off a certain price for the customer if they buy the coupon from Dealfind. This will certainly broaden AnnRoche Branding’s client base, as Dealfind will e-mail the promotion to their already large client database within Toronto.
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">Personal Selling
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">Direct contact is important because AR-B offers a service, which entails being interactive with the customers. If the customer does not like the individual providing the service, they will be less likely to come back or refer AR-B to a friend. AR-B will also be using e-mail to contact clients with information and offers.
 * <span style="color: #262626; font-family: Arial,Helvetica,sans-serif;">AR-B will create a viral video campaign where shopping experiences, client’s testimonies, workshops etc. will be shown through all media outlets (including AnnRoche Branding’s website, blog, twitter, Facebook etc). By creating a blog, it is a good way for clients to contact the company, and is a lot cheaper than having a designated receptionist sitting at a desk all day waiting for clients to book appointments.

<span style="font-family: Arial,Helvetica,sans-serif;">__** 4 e-P’s **__

<span style="color: #f79646; font-family: Arial,Helvetica,sans-serif;">**Permission** <span style="font-family: Arial,Helvetica,sans-serif;">This includes a request to receive personal information and an invitation to market service to individual consumers. We must obtain permission from clients to e-mail them with newsletters, information, and offers to be successful. If we do not have permission then we are spamming clients (which we must avoid). We want clients to take AR-B seriously, and do not want to bombard them with e-mails they might not want.

<span style="color: #f79646; font-family: Arial,Helvetica,sans-serif;">**Privacy** <span style="font-family: Arial,Helvetica,sans-serif;">What email marketers do with the personal information once they receive it and how they keep it private from prying eyes? AR-B will not share any personal information with any third party companies that may use it for their own gain. We are aware that our clients are concerned about privacy issues and therefore will consistently take the privacy high road by protecting that information.

<span style="font-family: Arial,Helvetica,sans-serif;">** Profiling ** <span style="font-family: Arial,Helvetica,sans-serif;">What will AnnRoche Branding do with personal information obtained from clients? After they have ensured the privacy of the information, they will profile the information to figure out how they can personalize it. AR-B must decide what is important information for certain clients and use that to their advantage when sending out promotions or hosting seminars/workshops. For example, a client might indicate that she works on weekends. In this case, AnnRoche Branding would not send information about a seminar being held on a Saturday or Sunday.

<span style="font-family: Arial,Helvetica,sans-serif;">** Personalization ** <span style="font-family: Arial,Helvetica,sans-serif;">AR-B is aware that sending the same message to their entire database and simply changing the subject or header will not be successful. AR-B will use e-mail marketing to ensure that each client gets the ‘personal’ treatment. AR-B will send e-mails to clients according to their purchase history or things they may be interested in.

**Marketing Strategy**
AnnRoche Branding is all about creating a desired image that is tailored to each specific woman and their needs. Keeping this in mind our marketing strategy is to create an online presence for this company. AnnRoche Branding has started off with a brand promotional facebook page, as well a website, this website is currently under construction but viewers are still able to acess it and get a feel AnnRoche Branding. AnnRoche Branding has also been running a twitter feed which is also connected their facebook page. Although AnnRoche Branding is running on these platforms, their online presence is unsatisfactory.

We will use all corresponding social media platforms; Facebook Twitter, Youtube, and help content that will engage users and attract potential clients. We will also focus on partnering up with third party blogs. When partnering up with these blogs we hope to recieve hauls by them whether from event that AnnRoche Branding has hosted or tutorials that they have run. As well as placing this brand on lifesytle blogs such as mommy blogs We also would like to set up a future application that people can access through their phones to receive updates on all fashion tips as well as future events. Setting up a promotional email will also be beneficial since this would cater to current supporters of this brand.

**Time Related Details**
The estimated time to create this marketing plan is 6 months within 6 months we hope to achieve a strong online presence on Facebook, Twitter and Youtube. We hope to increase AnnRoche Brandings online presence by 10% within this one year.

**Division**
AnnRoche Branding caters to 5 different sectors. We must focus on these sectors separately in order to maximize the marketing plan. These five sectors will then help to make up our marketing program. The five sectors include: -Personal Shopping -Wardrobe Advisory/ Fashion Styling -Corporate Consulting -Body Analysis and Etiquette -Coaching Workshops

**Marketing Program**
With these different sectors in mind we can create different marketing schemes to show off what AnnRoche Branding has to offer. Since we are focusing on creating an online presence we are able to break these sectors off into each social media platform. This will help to create a strong advertising campaign that will not feel like we are trying to sell a service but rather engage the viewer in an informative way. Personal Shopping will focus on email promotions, advertising on lifestyle blogs,update facebook and twitter. Wardrobe Advisory/ Fashion Styling will be demonstrated on Youtube, videotutorials, connected with Facebook and Twitter. Corporate Consulting would be best promoted by using Deal Finder. Deal Finder is a great way to promote start up companies to get the word our about AnnRoche Branding. Body Analysis and Etiquette Facebook event pages linking promotional pages as Coaching Workshops would also follow the above tactics.


 * Environmental Forces **

**Economic environment:** The economical environment that Ann Roche Branding would be in Toronto, Ontario. With an economy that is in a constant state of fluctuation, we can assume that our services may be in a fluctuant state. People who have good paying and are constantly employed may be the only ones that are looking invest in our services. We can also assume that those that are not employed may invest in our services to enhance their chances of being employed or getting noticed as unique in a common group setting. Our services range in price and our market prices are based in our competitors. Our prices are never advertised as they are dependent on the needs of the customers as our services are fully customizable.

**Social-Cultural Environment:** Depending on the needs of the customer, the services of Ann Roche will accommodate. Ann Roche invests a lot of time into learning about the needs, wants and dislikes of the consumer. For instance, if the consumer is looking into Wardrobe advisory and works in a conservative background, Ann Roche will accommodate to the consumer, suggesting suitable ways in which the consumer will be not only happy with the service that was provided but promote Ann Roche in their ability to adapt to the consumers needs. For example, if a Muslim woman comes to Ann Roche for styling advice, our consultants would show her appropriate clothing and styles and suggestive ways in which she can still feel comfortable but again be satisfied with the services we offer. Our competitive advantage lies in our ability to adapt to the customer and offer completely customizable services. Ann Roche will advertise this to attract a wide clientele pool. Currently, Ann Roche services are only in English; as the firm grows and becomes more diverse, multilingual services can be offered in the future.

**Technological environment**: Ann Roche is an online forum which people will visit to see the range of services that are offered. The use of technology is important to reach the masses. In developed areas such as Toronto, the community is equipped with the technology to access our website but also, the infrastructure supports this access; the government has tax dollar to spend on technological infrastructure. Online advertising is used as a way to increase participation as well as attract new customers who are interested in the services offered by Ann Roche Branding. Payments will not use technological infrastructure; payments will be made by check or cash. The reason of this is that there is no situated head office as yet. As the brand and company grows, this will be a very likely possibility in the future.

**Political-Legal Environment:** Ann Roche Branding respects the e-environment that it will be functioning in. The e-laws that Canada and supporting governing bodies condone will be followed. Ann Roche branding will copyright and patent any of its technology and respect the rights of others that function in the same space. Other then using virtual space, presently, there will be limited use of other technology. While using Facebook, Twitter and blogs, we have to be careful of infringement and permissions. If using photographs from clients, Ann Roche will have a contract that will be signed by both parties to ensure that we respect the rights of our clients.

**Geographic Environment**: The area that Ann Roche Branding will be operating in is Toronto, Ontario. In this area we have to consider several things; are these services portable and if they are not, where will a central office be situated? Ann Roche has decided not to have a central office therefore our team as well as our clientele will have to bear the external cost of transportation and arranging a meeting place. In the future there will be a central head office to which both that staff and clientele will function in; as of right now the external cost outweigh the profit that Ann Roche will be making. The climate does allow for travelling although in the winter it may be difficult due to snow and frigid weather.

**Competitive Environment:** There are many firms that cater to the personal development needs of Torontonians. Two companies would be: - Corporate Class Inc --> Targeted to the corporate world, Corporate Class Inc has advising over 500 companies, government and educational institutions as well as private clients. Some of the services that are offers are: - Looks image --> This Company is based on the improvement self image. With a wide variety of services. Most of the services are for single clientele (not group based). This would be the largest competitor of Ann Roche in the GTA. Some of the services that are offered are:
 * Business, dining and international business etiquette
 * Dress and Decorum
 * Children’s etiquette
 * Trans- cultural training
 * Personal shopping
 * Closet makeover
 * Special event styling
 * Workshops and parties

All of the above have little weight because everything comes down to the competition that Ann Roche Branding has to face in the same product, place, price and promotion. Ann Roche stands out in a crowd because of the sheer ability to customize and adapt to the customer. Pair with exceptional and qualified individuals, Ann Roche will provide services unlike no other.

**Tactics**
There is currently a Facebook __[|account]__ which allows for photos of what has been done to be tagged and added to the page. In addition status updates will provide clients with the ability to be connected with current events and seminars that are being offered. In looking at the Facebook page we can see that when a status is updated or a new post is created Facebook users. This will allow for Facebook users that are around the GTA to see the services that AnnRoche provides. Posting photos and updating statues will be crucial to ensuring that clients are kept up to date on recent additions and updates that happen in the company.
 * Facebook**

//The following Image is a screen shot of the Ann Roche Branding Analytics Page on Facebook. Note the 1.16% increase in Weekly total Reach. This number is a result of new post entry's on upcoming events that Ann Roche Branding promotes.//

AnnRoche Branding currently has a [|Twitter]page which allow followers to see up to the minute updates of certain jobs that are happening. Increasing the amount of followers will be critical to expanding the popularity of the company. For example if a client is receiving wardrobe advising the Twitter page could be updated, tagging the location that we are present at. Ensuring that the Twitter page is up to date will be key in regards to keeping clientele very close to the heart of the company. By increasing the amount of followers AnnRoche will be able to obtain more clientele and increase the presence online. In order to do this the Twitter page will have to be kept up to date and daily posts should be made. Ensuring that posts are made everyday will allow for followers to have daily feedback and enable AnnRoche to increase the amount of followers.
 * Twitter**

//This is a screen shot of ARB's Twitter Feed. By Re tweeting back to followers, Creating hash-tags associated with the company and by linking pictures through other social media networks such as Instagram, Ann Roche will be able to keep a genuine online reputation, increase brand name through links and ultimately attract new followers.//

Once a certain job is completed photos of what has been done photos can be added to the tumbler page so that users are able to see what Ann Roche is capable of. Using Pose will be very important in regards to connecting users to where a specific client received their clothes from. In addition by using the applications like Instagram and Pose Ann Roche will be able to expand their clientele past the GTA. Although we are based in Toronto and are not able to expand until more money is involved, connecting users using photos taken, clients can see what clothes are being used. media type="youtube" key="qdIcz07MpO8" height="315" width="420" //The following video is an introduction to the new Pose Mobile Application in which we believe would be very beneficial for Ann Roche Branding.The video shows how the Pose App works. This application is a useful tool for Ann Roche to connect with fashion lovers, and share the company's photos of unique fashion as well as styling tips.//
 * Tumbler/Instagram/Pose**

<span style="font-family: Calibri,sans-serif; font-size: 14.6667px;">If we decide that video tutorials would be beneficial to the company, using tutorial to teach clienteles about certain styling techniques, ways to improve their shopping and what is crucial in a wardrobe. Using Youtube would help the Ann Roche name spread to further clientele that is not within the GTA region. Posting videos that show the basis about what Ann Roche offers to their clients. We decided to start an online video campaign called, Inspired By Brand You via YouTube that can also be disseminated throughout the web. The Inspired By Brand You Video Campaign will feature all video related and media press featuring ARB's styling, beauty and consulting experts enlightening viewers on how they can develop their own unique personal style.
 * Youtube**

media type="youtube" key="FHn_qtm2LOk" height="315" width="420" This video is an example of some of the media content that Ann Roche will post. Note that when the website is up and running this video will be in the Press navigation.


 * Email Marketing**

As mentioned earlier, creating an email marketing campaign is a helpful way for AR-B to update their exclusive existing client base with special promotions, offers and deals on its services. Here is a mock-up of how Ann Roche can implement their email marketing campaign.



**Evaluation**
To conclude, as a group we feel that the main importance for AnnRoche branding is expanding the name through the use of social networking sites like: Facebook, Twitter, Flickr, Youtube and Pose. By using social media sites in conjunction with the use of other marketing mediums through email and coupon companies the services that are offered by AnnRoche will become known to the greater Toronto area. We have outlined the specific needs we feel the business will need in order to expand their name. As any business first building their clients it is important to take the steps needed in order to guarantee success.