multichannel marketing plan for stickman ray studios
TRANSCRIPT
Multichannel
Marketing Plan for:
Stickman Ray Studios
By: Lindsay Creswell
November 11, 2015
Multichannel Marketing Strategy | University College
Wha
t is
Stic
kman
Ra
y St
udio
s?
• Stickman Ray Studios is a full service graphic design firm located in Ann Arbor, MI.
• Stickman Ray Studios exists in the graphic design industry.
• SRS offers a variety of services: -Branding & Identity Development -Logo, Website, packaging, and business card design. -Marketing & Advertising -Infographics, banners & signs, brochures, flyers, newsletters, and posters. -Custom Illustration & Design -album artwork, book & magazine covers, t-shirt & apparel design
Examples of Stickman Ray
Studios logo designs
Strategic Goals
for: Stickman Ray
Studios
By: Lindsay Creswell
Multichannel Marketing Strategy |
University College
Key Challenges of
the marketing
plan
1 • Increase Brand Awareness • Expand Market
2 • Acquire new customers • Retain current customers
3 • Increase Revenue
Strategic G
oal #1
Increase Revenue by
15% in 2016
Stra
teg
ic G
oal #
2
Acquire 2 new clients in 2016 and
gain 1 loyal clients in 2016
Strategic G
oal #3 • Increase social media
following by 20% in 2016
• Current Facebook Likes: 109
• Goal by December 2016: 130
• Current Twitter Followers: 20
• Goal by December 2016: 24
SWOT Analysis
for: Stickman Ray
Studios
By: Lindsay Creswell
Multichannel Marketing Strategy |
University College
SWO
T: S
tren
gth
s,
wea
knes
ses,
op
por
tuni
ties,
and
th
reat
s.
• External forces
• External forces
• Internal forces
• Internal forces
Strengths Weaknesses
Opportunities Threats
Strengths
1 • Small LOCAL business that offers one-on-
one consultations with the designer.
2 • Stickman Ray Studios works on a per-project
basis and offers continuing services.
3 • Work with clients every step of the way in
order to create successful designs.
4 • Have numerous referrals from reputable
companies.
5 • Knowledge of current trends
Weaknesses
One
Minimal Online Presence
Two
Single-Person Company
Three
Currently uses Illustrator, Photoshop, and Indesign.
Four
Lack of marketing experience
Op
por
tuni
ties
Growing Market
Networking/Referrals
New Software & Technology
Threats
Threats
Competition from local
competitors
Increased use of DIY
design software
New Technology
Changes
Segment Analysis
for: Stickman Ray
Studios
By: Lindsay Creswell
Multichannel Marketing Strategy |
University College
Targ
et S
egm
ents
d
efin
ed b
y: N
eed
s
Target Audience defined by NEEDS: • Stickman Ray Studios services local small
businesses in need of graphic design services.
• Local businesses of all sizes • Stickman Ray Studios also targets
individuals who are in need of design services.
• Lastly Stickman Ray studios targets non-local businesses of all sizes.
Target Segm
ents
defined
by:
Behavior Behavior 1
• Loyalty • Stickman Ray Studios offers ongoing services
and project management to existing clients. • At this time a majority of Stickman Ray Studio’s
clients are returning customers.
Behavior 2
• Usage • Heavy vs. Light • Ongoing large scale design projects vs. one
time logo services.
Target Segments defined by:
Demographics
-According to the Nielsen Group prizm feature 58% of house holds
make less than 25% per year.
-80% of the Ann Arbor population falls into the age demographic
10-20 followed by 20% in the 21-34 age range.
Target Suggestion:
-Student Groups
-The Greek Community
-Startups
Nielson 2015
Nielson 2015
Segment Behavior for:
Stickman Ray
Studios
By: Lindsay Creswell
Multichannel Marketing Strategy |
University College
Purc
hase
Pat
h fo
r:
loca
l bus
ines
ses
(mos
tly s
tart
up
s)
Purchase Path for:
returning clients
Purchase Path for:
University of M
ichigan
College C
omm
unity
Purc
hase
Pat
h fo
r:
Indi
vidu
als
seek
ing
desi
gn
serv
ices
Tactical Plan for:
Stickman Ray
Studios
By: Lindsay Creswell
Multichannel Marketing Strategy |
University College
Strategic goal
#1:Increase revenue
by 15% in 2016
CSF
• Increase Revenue • Increase Sales
KPI
• # of monthly transactions on the ETSY store. • # of design projects secured each month.
Tactic
• New Clients: First time client promotion offered through social media pages. • Returning Clients: E-mail promotion, referral program promotion, loyalty
program.
Measure
• # of client inquiry forms filled out each month • # of clients acquired from social media promotions each month • # of items in cart at the ETSY store
Stra
teg
ic g
oal #
2:
Acq
uire
2 n
ew c
lien
ts
in 2
016
and
gain
1
loya
l cli
ent i
n 20
16
CSF • Increase customer
Acquisition & Retention
KPI • Acquisition: Inquiry forms
filled out, Search Queries. • Retention: E-mail list
subscribers
Tactic • Acquisition: PPC campaign, First
time client social media promotions, social media Ads
• Retention: E-mail promotional offers to past clients, referral promotions, loyalty program.
Measure • Acquisition: # of CTR from PPC ads,
CTR traffic from social media to website
• Retention: CTR of e-mail list subscribers to the website, # of referrals given.
Strategic G
oal # 3:
Increase social media
following by 20%
in 2016 • Increase Awareness
CSF
• # of followers who are actively engaging with SMR Studios on social networking pages.
KPI
• Offer a one-time promotion available only to social networking followers.
• Hold a monthly design drawing. • Social media followers will have the opportunity to like
the page and share a post for a chance at winning a free logo design.
• PPC campaign • Social Media ad campaign
Tactic
• # of followers that participate in the drawing. • # of new page likes each month • # of people who click through to the Stickman Ray
website & social media pages.
Measure
Resource Allocation for:
Stickman Ray Studios
By: Lindsay Creswell
Multichannel Marketing Strategy |
University College
Prop
osed
Mar
ketin
g B
udge
t A
lloca
tion
for:
St
ickm
an R
ay S
tud
ios B2B#Marketing#Budget#Allocation# B2B#Marketing#Benchmarks Estimate Budget#Allocation#
Gross#company#Revenue $45,000 $45,000%#of#Gross#Revenue#Allocated#To#Marketing 2%D11% 5% $2,250
Marketing#BudgetAwareness#(Programs)################# 14% 14% $315Product#Marketing# 16% 16% $360Channel#Enablement# 14% 14% $315Field#Enablement# 16% 16% $360Customer#Community#Management# 14% 14% $315Customer#&#Market#Intelligence# 12% 12% $270Marketing#Operations 14% 14% $315Total#Budget 100% 100% $2,250%#of#Marketing#Budget#Allocated#To#Programs 32% 32% $720
Marketing#Programs#Budget#Social#Media#Advertising# 25% 25% $180Data#(EDmail)#List# 10% 10% $72PPC#Campaign# 20% 20% $144Website# 25% 25% $180Syndicated#Content# 10% 10% $72Other 10% 10% $72Total#Marketing#Programs#Budget 100% 100% $720
Prop
osed
Mar
ketin
g
Bud
get A
lloca
tion
pie
-cha
rts Awareness
(Programs) 14%
Product Marketing
16%
Channel Enablement
14%
Field Enablement
16%
Customer Community
Management 14%
Customer & Market
Intelligence 12%
Marketing Operations
14%
Marketing Budget
Social Media Advertising
25%
Data (E-mail) List 10%
PPC Campaign 20%
Website 25%
Syndicated Content
10% Other 10%
Marketing Programs Budget
Proposed
Marketing
Budget
Exp
lanation
Website
(25%)
A quarter of the marketing budget is being allocated towards the website.
This is one of the main channels Stickman Ray Studio’s utilizes to inform, engage, and make sales.
Social Media Advertising (25%)
Another main channel currently being used by Stickman Ray Studio’s to engage with clients.
Due to the past success the company has experienced using Facebook Ad’s the owner would like to use a portion of the budget to run another campaign.
PPC Campaign (20%)
Allocated to run a first time PPC campaign
This campaign should pay itself off quickly if the website and social media traffic increases within the first three months.
Data (E-mail) List (10%)
This fraction of the budget will be used to run the e-mail promotional campaigns.
Syndicated Content (10%)
This portion of the budget was allocated to syndicated content in order to get the Stickman Ray blog promoted on other sites.
Other (10%) Allocated in case any other tactics go over budget.
Acquisition Strategy
for: Stickman Ray
Studios
Multichannel Marketing
Strategy | University College
Buye
r Pr
iori
ties
&
Nee
ds
• The most important need Stickman Ray Studios satisfies is cost-efficient graphic design services.
Target Audience #1: Small businesses
• Stickman Ray Studios offers on-going design project management as well as price cuts for loyal returning clients.
Target Audience #2: Returning Clients
• Stickman Ray Studios offers quick design turn around for College groups that need cost-efficient and personalized design services.
Target Audience #3: University of Michigan College Community
• Stickman Ray Studios offers one-on-one design consultations to ensure satisfactory results.
Target Audience #4: Individuals
Posi
tioni
ng
Stat
emen
t:
Wha
t do
we
offe
r?
Posi
tion
ing
Sta
tem
ent Stickman Ray Studios
offers custom, one-on-one, cost-
effective graphic design services
ranging from one time logo design to
large-scale on-going project
management.
Key
Mes
sage
s
Small Businesses • Custom design
services that communicate YOUR message creatively and effectively.
Returning Clients • One-on-one
service that works with you every step of the way to create success.
University of Michigan Community • Let our designs
tell your story in the blink of an eye.
Individuals • Let us make
your ideas a reality.
Proo
f Poi
nts
• Stickman Ray Studio’s creates business logos, websites, business cards, marketing & advertising media, and more to effectively communicate your brand.
Proof point #1
• Our one man team and constant communication with the designer allow for returning clients to feel at ease.
Proof point #2
• Our studio offers a logo design turn around time 3 times quicker than the competition.
Proof point #3
• Stickman Ray Studios will work with clients to create a design they are 100% satisfied with.
Proof point #4
Valu
e Pr
opos
ition
We help people, businesses, and
organizations communicate their
message creatively and effectively. Our goal is happy clients, we will
work with you every step of the way to create a design that is not only
stunning but successful.
Cop
y Bl
ocks
25 Word Copy Block
S"ckmanRayStudiosisafullservicegraphicdesignstudiothatcombines
crea"vityandinnova"ontocreatedesignprojectsthateffec"velycommunicate
yourmessage.
50 Word Copy Block
S"ckmanRayStudios,aninnova"vegraphicdesignfirm,providesdesign
servicestobusinessesandindividualsinAnnArbor,Michigan.Designservices
offeredrangefrombrandingandiden"ty
developmenttomarke"ngandadver"singmediatocustomillustra"onand
design.Formoreinforma"onvisit
www.s"ckmanray.comore-mailusat
100 Word Copy Block
S"ckmanRayStudios,aninnova"vegraphicdesignfirm,bringsitspassionfor
thecrea"veartsandsimplicitytobringthe
graphicdesignindustrytonewlevelsandcraFaone
ofakindexperience.S"ckmanRayStudiosoffers
designservicestobusinessesandindividualsinAnnArbor,Michigan.Designservicesofferedrangefrombrandingandiden"tydevelopmenttomarke"ngandadver"sing
mediatocustomillustra"onanddesign.Formoreinforma"onvisit
www.s"ckmanray.comore-mailusat
Measuring &
Reporting
Performance for:
Stickman Ray Studios
Multichannel Marketing
Strategy | University College
Perf
orm
ance
M
easu
res
by T
opic
Con
ten
t Das
hb
oard
M
easu
res
PPC
Das
hboa
rd M
easu
res
Soci
al D
ashb
oard
Mea
sure
s
Most Socially Shared Content
• Facebook and LinkedIn posts
that gain the most traction.
• Can develop future content
based on these measures
New website visitor
acquisition via social media
• Effectively measures what channels are
creating traffic to the website and what channels
are failing to do so.
Visits & Conversion by campaign
• What Campaigns are successful in creating
website & social media traffic?
Visits and average session duration
• If session duration is low & the bounce rate is
high then we need to re-evaluate the current PPC
campaign & make changes accordingly.
Visits & conversion by keyword search • Provides understanding on our target audience &
gives beneficial information to help start an SEO campaign in the
future.
Conversions By Search Query
• This provides more information into what
key words are drawing in website and social
media traffic.
Conversions By Social Network
• This feature is beneficial because I can set a
conversion rate goal as a share. Now I am able to measure which social
networks are drawing in the most sessions and
more specifically converting as engaged
users.
Conversions by Traffic Source
• Discover the source behind the traffic that
has converted by sharing social content.
Strategy Summary (Goals, Tactics, & Measurement)
Strategic Goals
• Increase Revenue by 15% in 2016 • Acquire 2 new clients and retain 1 loyal client in 2016 • Increase social media following by 20% in 2016
Tactic
• Increase Revenue= First time client promotions offered through social media pages, Returning client e-mail promotion, returning client loyalty program.
• Acquire 2 new clients & retain one loyal client=PPC campaign, First time client promotion on social media, e-mail promotion offers for returning clients, referral program (discounted services for each referral), loyalty program.
• Increase social media following= promotion available only to social media followers, monthly drawing specifically for social media followers who like the page and share a content post, Facebook Ad campaign, PPC campaign.
Measurements
• Increase Revenue tactics= # of inquiry forms filled out, # of items in cart of Etsy store, # of clients acquired through social media promotions.
• Acquisition & Retention= CTR from PPC ads, CTR traffic from social media to the website, CTR from e-mail promotions, # of new referrals each month.
• Social Media Followers & Engagement= # of new followers and likes each month, # of followers that participate in contests each month, CTR from paid ads to the website and social media pages, CTR from social buttons on the website.
Questions &
Comments