Justin Ashley, Michelle Carignan, Tricia Grudens, Jillian Koehnken & Julia Kohn

What is Casper?

Executive SummaryCasper is an e-commerce company specializing in the sale of

mattresses online.

One mattress, one set of sheets, one pillow.

Big name Investors

2013-Today

“Casper”- The Name

AgendaCompany Research

Analysis and RecommendationsSEO & SEM

Website

Social Media

Email

Budget recommendation

SWOTStrengths

Convenience factor Free shipping/returns/100 night trialGood for the environment Easy bed-in-a-box packaging that has turned into a unique “experience”

WeaknessesA “one-size-fits-all” business practice Only 3 showrooms to test out productsCompany founded in April 2014, no strong brand loyalty as of now

Not very cheap- lowest mattress price $500

SWOT cont.Opportunities

Open more physical locations Expand into international markets2014 startup company→ room for larger brand awareness/loyaltyRoom for more investors

ThreatsThe amount of other high-quality competitorsDifficult economic conditions Only dependent on customers from the US and Canada

Competitor Analysis

Main Target MarketCelebrities posting

25-30 years old

Most individuals are moving into new homes

Based on retargeting techUses mobile devices access

instagram/ facebook. Always on the go.

SEM & SEO

SEO Strengths & WeaknessesBlog Posts

+ Frequency + Keywords- Missing key elements - Poor length

Website + GTmetrix 85% Site speed score & 78% Yslow score- Image dimensions & redirects

Backlinks - Number/Amount

Search RetargetingMediamath.com

Third party extension

Very strong strategy

Ex) Uses Instagram and Facebook

Utilizes their on-the-go target market

SEO RecommendationsBlog Posts

Add H2 tags, bulleted lists, meta descriptions, and tags Increase the length of each post by 250 words

WebsiteHeight & Width elements Limit new sites, broken URL’s, A/B testing of a new webpage to limit redirects.

Backlinks Backlink BuildingCreate more Value Associate yourself & partner with other companies Engaging videos

SEM- Paid SearchSearch ‘Casper’

First paid search that comes up

Includes sitelinks extensionsAdded customer reviewsUsed to be the dream team

Quality scoreClick-through rates: ranks 4,319 for their trafficPaid ads are relevant to the brandLanding pages: brings viewer to Casper’s homepage-not always effective

Ad groups & KeywordsAd Group: Matress

Best mattressBest mattressesCheap matressCheap matressesMatressMatress firmMatresses

Ad Group: MattressBetter sleep mattressCaspers mattressMattress companiesMattress in a boxMattress retailersMattress startupSleep mattress

Ad Group: PillowBest pillow for side sleepersBest pillows for side sleepersCasper pillowPillow for side sleepersSide sleeper pillow

SEM Recommendations 1. Bid on the ad groups/keywords listed previously.

Competition is high, if quality score is strong, Increase trafficBrand awareness to their target audience.2. Increase Quality Score:

Lacked relevant landing pages. Advise changing keywords searches to a more relevant page

Reducing clicks

Website

SummaryIntuitive and accessible

Strategically organized

User-friendlyTop tab is static, ideal for scrollingShopping, Product Testing, Reviews, Customer Service Chats, and FAQ

Proper Care and TroubleshootingReturnsGiving back to the communityFinancingRefer-A-Friend Rewards Program

Current FunctionalityFeatures reviews on top tab

Most reliableClear call to action

Click to call“See the product” as a blue button, against gray background throughout each page

Attentive staffChat window

Quick and friendlyNice use of animation to attract attention

Graphics showing bed

Current FunctionalitySite features videos

Watch how mattress, sheets and pillows are madeTest the mattress in select locations

Features carousel with pictures of the apartment in each locationsPicture sets the scene for both day and night

FAQ page sorted by product and functionalityDrop down menu for maintenance, problems use, cleaning, shipping and accommodations

Quality PromiseTry out the product for 100 daysIf you don’t like it it will be donated to local charity

AccommodatingFinancing program as a payment planRefer-A-Friend program of $50 off and $50 gift card

Third Party Extensions 17 extensionsHeap analyticsCloud spongeSift science PingdomCloudfareCloudfront: is another delivery

network

Google commerceMediaMath

Olark doubleclickkeyweeOptimizelyImgix Extole Converto Google tag managerSegment

RecommendationsAdditions to Navigation Bar

Include social iconsCustomer reviews

Product Return siteCurrently has very clear instructions

“Try the Product” tab“Make an Appointment” via drop down menu

Reviews TabSeem ingenuine

All 5 Stars then terrible review, sorted chronologicallyShould showcase its reviews in popular publications

The New York Times and The Huffington PostDistinguishes credibility

Social Media

Social Media Basics 85.5% of millennials (ages 18-49) use social media regularly HouzzTwitter→ 40.1K followersFacebook→ 215.1K likesPinterest→ 2.6K followersInstagram→ 25.9K followersLinkedIn→ almost 2K followers YouTube→ 467 subscribers

Great for millennials

“Unboxing”“YouTube mega-trend in which consumers film themselves opening everything”

Featured on Instagram accounts of celebrities like Kylie Jenner, Kat Graham, Emmy Rossum, and Ashley Greene

Shows prospective customers a lot about Casper

Various Campaigns“The Nap Tour” (4 months, 7 cities)

Valentine’s Day (Twitter)

Labor Day (Uber)

‘Casper in the Wild’

What They’re Doing Right They answer you!

Main goal is to form relationship with existing/prospective customers, not make an immediate sale

Search retargeting Paid social media

RecommendationsIncrease brand engagement Facebook Augmentation/more paid social media Create more questions on social media sites for followers

to answer and/or comment on Create more shareable videos and “listicles” Make better efforts to create relationships without

marketing to people

Email

What they’re doing rightCasper sends out regular emails

Spaced out every 2 - 4 days

Variety of content

“Snoozeletter”

Access via the website

Layout & design

Sign-up Recommendations● More clear location to sign-up for more information

● This is a way to sign-up for their emails

More RecommendationsTimeline of “Snoozeletter”

Blog content via email

Message disconnect

Budget & Our RequestRelies on WOM

Spends little on advertising

Making about $75 million 2015

Taking 10% of revenue = $7.5 million for advertising