Prepared by Zhuoying Liao

Transcription

1 Prepared by Zhuoying Liao

2 Do you know how many square miles of Rainforests are damaged in one year? 56,000 Square miles /Year 48 Football Fields / Minute 20% Rainforests are Damaged

3 Did you know how much wood is being wasted in production? After a tree has been chopped and processed for lumber, furniture, and other big items, what happens to all the rest?

4 Eco-friendly, handcrafted wood accessories.

5 Donate a percentage of each purchase to help preserve the only 80% left of rain forest.

6 People love nature lifestyle, but too many brands are in the market. How can we build our unique brand awareness?

7 ANSWER Short Term Plans +Long Term / Ongoing Plans Multiple Channels

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9 For people aged 18-34, mostly male, who like shopping some designed fashion accessories online, BRANCH & ROOTS is an ecofriendly handcrafted wooden accessories collection brand. That designed wooden sunglass is one key benefit which took in more than half of revenues. Unlike the other wooden product brands, BRANCH & ROOTS also helps saving the rain forests and reducing the wasted woods, make customers look good and do good.

10 Patrick Janelle: Age 25-34, who works in a fashion magazine and always seeks for some new designed brand that has high-quality accessories, especially sunglasses and watches. He likes nature lifestyle and is interested in wood material products, will purchase on the accessories which attract him but also looks for a deal or the coupon. Sa Guaglioni: Age 20-25, college girl, interested in all the fashion collections. She has followed a couple of fashion bloggers so that she can find out more designed or fashion brand accessories from their daily pictures. She would like to purchase the hit accessories if her following bloggers show them in their posts.

11 Our goal this year is to increase website traffic by 25% in order to exceed revenue of last year by 15%. Objective KPI Tactic Traffic # of Unique Visits SEO, Paid Ads, Social Contents

12 Data from April1, 2017-Aug 15,2017

13 Tactics Metrics Tactic Objective Tactic-level KPI Channel Paid/Earned Stage SEO SEO Traffic # of Unique Visits On-site, Offsite, Keywords Paid Ads Content Marketing Google Ads Traffic Click-through-rate (CTR) Google Adwords Social Ads Traffic # of Ad Views Facebook Ads Instagram Ads Retargetin g Social Contents Revenue Brand Awareness Click-through-rate (CTR) # of Social Followers Facebook Instagram Facebook Instagram Paid Paid Paid Paid Earned Acquisition Acquisition Acquisition Retention Acquisition Retention Marketing Lifecycle s Traffic Click-through-rate (CTR) Mailchimp Earned Acquisition Referral s Revenue # of referral Customers s Paid Retention

14 Data from Screaming Frog SEO Report SEO (SEARCH ENGINE OPTIMIZATION) On-site SEO:

15 Optimize website contents (Title Tag, Meta Description, URL, Image Names) Current Site Your Proposed Revision URL Branchandroots.com Title Tag Branch & Roots: Branch & Roots Branch &Roots: Handcrafted Wood Meta- Description Keywords Optimization: Keyword Hand crafted wood watches, wood sunglasses and wood accessories. Optimization for Home page Avg.monthly searches Competition Intent Suggest Bid Wooden sunglasses 10K-100K High Low $1.16 Handmade sunglasses 100-1K High Low $1.75 Handcrafted wood 100-1K High Low $0.83 Best wooden sunglasses 100-1K High High $1.28 Eco friendly sunglasses 100-1K High High $1.15 Eco sunglasses 100-1K High Low $1.00 How to build your woodcrafts - Low High - Eco-friendly, the finest handcrafted wood sunglasses, wood watches, and wood accessories.

16 Off-site SEO: Expanding Your Links Outbound and internal links: Reach out to handcrafted accessories and wood products around US and Canada to build up partnerships. Build social media presence Link social medias to the homepage Follow us by

17 PAID ADS (A/B TEST) Google Adwords Version A Version B Objective: Use Google Ads to create brand awareness via paid Ads, in order to bring in more organic search traffic, finding out which version can be more attractive by A/B test. Audience: For the audiences who are searching for handcraft wood or wooden sunglasses. Target: 1,000 clicks/week

18 Social Ads (Facebook + Instagram) Facebook: Link to the collection page of website, each item picture links to its product page. Instagram: Link to the collection page of website. Target: 1000 Ad views/week Target: 1500 Ad views/week BRANCHANDROOTS.COM Shop Now Objective: Use Social Ads to reach out more potential audiences who do not know this brand and bring in more traffic. Audience: Social users who are in North America, like the similar accessories.

19 Retargeting: Objective: Use retargeting displays on social channels, getting audiences touch point in customer journey in order to increase revenues. Audience: Social users who have clicked our social Ads or visited our landing page, or our social followers. Offer: 20% discount +Free shipping Target: 5.8% Conversion Rate BRANCHANDROOTS.COM Shop Now

20 CAMPAIGNS Lifecycle s Welcome Confirmation Win-back Thank-you Promotional s Referral s Objective: Use lifecycle s to build up brand awareness, and increase the traffic and revenue by promotional and referral s. Audience: Subscribers + Users Target: 25% Click-through-rate

21 CONTENT MARKETING Website Contents More storytelling about the brand, add more product contents and reviews on the site. Social Contents Build up brand awareness vis content marketing which can call more interactions with audiences via Facebook / Instagram. Objective: Use Website, Facebook/Instagram as the interaction medias with customers and influencers, improve retention and engagement. Audience: Customers + Social followers Target: 1 new content/week, 1 min content reviewed

22 Social Influencers Deep Collaborations Show product sample in picture Introduce the brand in their lifestyle blogs Interactions with influencers in comments/hashtags

23 Influencers can also be some relevant media, collection design platform Objective: Acquire more potential audiences (brand awareness) via the forwards or references of popular social influencers. Audience: People who are the audiences of those influencers Target: 1 new influencer collaboration/month

24 OPTIMIZATION: LANDING PAGE Issues: Too many contents in one page; No social presence; Barely can see subscription button; How to solve: Make it simple; Add social presence on the bottom; Bigger and clearer subscription button; Current Desktop Version

25 Highlight benefits information Change the color of call-action button Current Desktop Version Current Mobile Version

26 Total Spend: Spend $5800 for the next three months to validate this approach Channels: Focus on organic search channels (SEO, Adwords) and social channels (Facebook/Instagram) as that the data from Google Analytics shows those two channels work well for the traffic. Media Website Return on Ad Spend (ROAS) Site % of Conversion Conversio Avg. Order Delivered % vs. ROAS Name Spend Budget CPC Rate ns Value Revenue ROAS Goal ROAS Goal Paid Search 34% $2,000 $ % 47 $75 $3, % 75% 0.5 Faceboo k 43% $2,500 $ % 52 $70 $3, % 46% Instagra m 14% $800 $ % 10 $78 $ % -3% Referral 9% $500 $ % 5 $70 $ % -30% -1.6 Total Budget $ % $73 $8, % 43%

27 CRAFTED FOR DURABILITY. DESIGNED FOR AESTHETICS.