Digital Marketing Plan for Tailored Supply

Developed by:

Brittany Wooten Kevin Schetne Lauren Fetter

Manuel Provencio

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Table of Contents

1. Introduction…………………………………………………………………………………………1

1.1 Background…………………………………………………………………………………………1

1.2 Company Statements……………………………………………………………………………..1

1.3 Vision Statement………………………………………………………………………………...…1

1.4 Mission Statement………………………………………………………………………………....1

1.5 Culture……………………………………………………………………………………………....1

2. The Market………………………………………………………………………………………..…1

2.1 Competitors…………………………………………………………………………………………1

2.2 Decision Influencers……………………………………………………………………...………..2

2.3 Situational Analysis………………………………………………………………………..………2

2.3.1 Internal Environment……………………………………………………………………..……..2

2.3.2 External Environment…………………………………………………………………..……….2

2.4 SWOT Analysis……………………………………………………………………………...……..2

2.4.1 Strengths…………………………………………………………………………………..……..2

2.4.2 Weaknesses…………………………………………………………………………….………..3

2.4.3 Opportunities……………………………………………………………………………………..3

2.4.4 Threats……………………………………………………………………………………………3

2.5 Digital Specific SWOT Analysis…………………………………………………………………..3

2.5.1 Strengths…………………………………………………………………………………….……3

2.5.2 Weaknesses……………………………………………………………………………….……..3

2.5.3 Opportunities……………………………………………………………………………………..3

2.5.4 Threats……………………………………………………………………………………...........3

2.6 The Customer………………………………………………………………………………………4

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2.6.1 Target Segment…………………………………………………………………………..……...4

2.6.1.1 Demographics………………………………………………………………………..………..4

2.6.1.2 Psychographics………………………………………………………………………..………4

2.6.2 Alternative Target Segments………………………………………………………...…………4

2.6.3 Target Segment Personas…………………………………………………………………..…4

2.6.3.1 Kyle……………………………………………………………………………………..………5

2.6.3.2 Mike……………………………………………………………………………………..……...5

2.6.3.3 Robert……………………………………………………………………………………..……6

3. Objectives…………………………………………………………………………………………...6

3.1 Mission Statement…………………………………………………………………………………6

3.2 Strategic Goal………………………………………………………………………………………6

3.3 Channels of Promotion……………………………………………………………………………7

3.3.1 Instagram…………………………………………………………………………………………7

3.3.2 Facebook…………………………………………………………………………………………7

3.4 Social Media Zones………………………………………………………………………………..7

3.4.1 Social Relationship Zone Strategies………………………………………………………..…7

3.4.2 Social Publishing Zone Strategies………………………………………………………..……7

3.4.3 Social Entertainment Zone Strategies………………………………………………………...7

3.4.4 Social Commerce Zone Strategies………………………………………………………….…8

3.5 Integrated Experience Strategy…………………………………………………………………..8

4. Digital Marketing Mix…………………………………………………………………………..….8

4.1 Product………………………………………………………………………………………….…..8

4.2 Price…………………………………………………………………………………………………9

4.3 Place……………………………………………………………………………………….……..…9

4.4 Promotion……………………………………………………………………………………..…….9

4.5 Market………………………………………………………………………………………...…….9

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5. Brand Strategy……………………………………………………………………………………10

5.1 Online Representation and Presence……………………………………………………….…10

5.1.1 Website Strategy……………………………………………………………………………….10

5.1.2 Search Engine Optimization (SEO)……………………………………………………….….10

5.1.3 Reputation Management………………………………………………………………………11

5.1.4 Website Design Layout……………………………………………………………………..…11

5.1.5 Content and Engagement Strategy………………………………………………………..…11

5.1.6 Natural Search Engine Marketing…………………………………………………………….12

5.1.7 Word-Of-Mouth…………………………………………………………………………………12

5.1.8 Digital Sharing……………………………………………………………………………….....13

5.1.9 Digital Conversion Strategy…………………………………………………………………...13

5.1.9.1 Potential Customer to New Follower Conversion Strategy……………………………...13

5.1.9.2 New Follower to Online Customer Conversion Strategy………………………………...14

5.1.10 Digital Retention Strategy……………………………………………………………………14

6. Activation Plan…………………………………………………………………………………....15

6.1 Promotions…………………………………………………………………………………….….15

6.1.1 Social Community………………………………………………………………………….…..15

6.1.2 Social Publishing…………………………………………………………………………….…16

6.1.3 Social Entertainment…………………………………………………………………………. 16

6.2 Segmentation and Content Targeting……………………………………………………….....16

6.3 Positioning……………………………………………………………………………………...…17

6.3.1 Positioning Statement………………………………………………………………………….17

6.3.2 Segment Specific Positioning Statement…………………………………………………....17

6.4 Target Message Hierarchy……………………………………………………………………...17

6.5 Credibility……………………………………………………………………………………...…..18

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7. Measurements…………………………………………………………………………………….18

8. Actions and Controls…………………………………………………………………………….18

8.1 Budget………………………………………………………………………………………..……18

8.2 Timeline………………………………………………………………………………………..….19

8.3 Key Performance Indicators…………………………………………………………………….20

8.3.1 Website………………………………………………………………………………………….20

8.3.2 Facebook…………………………………………………………………………………..……20

8.3.3 Instagram…………………………………………………………………………………..……20

8.3.3.1 Viral Photos on Instagram………………………………………………………………..…21

8.3.3.2 Seeding Satisfied Consumers……………………………………………….……………..22

8.3.3.3 #tailoredsupply……………………………………………………………………………….22

8.3.4 Stanceworks………………………………………………………………………………….…22

8.4 Digital Analytics………………………………………………………………………………..…23

8.4.1 Insights…………………………………………………………………………………………..24

8.4.2 Statigram…………………………………………………………………………………….….24

8.4.3 Facebook………………………………………………………………………………………..25

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1. Introduction:

1.1 Background: Tailored Supply is a new startup company, which is focused on exploiting a unique

cultural combination that has not been tapped into. The aftermarket car product industry, metal art, and motorcycle/car lifestyle clothing is filled with “cookie cutter” products, and Tailored Supply intends on breaking this clutter with unique, high quality, customizable products and services. Tailored Supply entered the aftermarket car product market when the owner realized a lack of customizable products were available for his personal car. He began personalizing parts for his own vehicles, and soon found himself dabbling in various other hobbies like metal art. His ultimate goal is to fill the void of missed, customizable products that are not currently available on the market. Additionally, Tailored Supply intends on creating a full line of unique hand crafted clothes, which promote the craftsman/builder culture. Tailored Supply has expanded rapidly through word of mouth and small online features on supportive websites. Their lack of online presence, however, has inhibited their growth substantially. 1.2 Company Statements:

1.2.1 Vision Statement Create a brand which provides high-quality, customizable products for a niche

market of craftsmen and car/motorcycle enthusiasts, while simultaneously creating more activities for the community to partake in.

1.2.2 Mission Statement

Offer high-quality, exclusive, hand crafted products that fulfill each customer’s precise needs. We want to break away from the “cookie cutter” products that currently flood our markets and reintroduce originality while satisfying the uniquely creative requests of our customer base.

1.2.3 Culture

Handcrafted, unique, high quality, exclusive, motorcycle/car, and craftsmen culture.

2. The Market 2.1 Competitors

Due to the differentiation of the brand and the creation of a “culture synthesis,” Tailored Supply has a mixed batch of competition. Below is a chart showing the

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competition and the areas they are in versus Tailored Supply. 2.2 Decision Influencers

From Tailored Supply’s past of product releases, promotions, and marketing in general, the best responses have been when influencers mention the product or company. A key focus will be supplying influencers with products for low cost or free to have them present them on social media.

2.3 Situational Analysis

2.3.1 Internal environment

- Activities such as special events, promotional giveaways, media coverage, products, and more can be used to leverage a social media marketing campaign. -The corporate culture is very supportive of social media and it’s currently the main source of advertisement -The company already has multiple marketing tools such as a very popular vintage BMW, motorcycle, and highly modified car, which are all used for promotions and general media. In addition, the company has a professional photographer to cover events and other promotions for the company. Tailored Supply offers products and is now getting into the clothing market it can utilize these resources for promotions. -The company already has a strong network of loyal fans that it can use to market new products to. -The company is slightly prepared for the policies and procedures of social media and has performed contests and engaged consumers in the past.

2.3.2 External environment -The consumers are a mixed segment of car/motorcycle enthusiasts, craftsmen, and general art enthusiasts. The majority of the current target market are heavy social media users/ -The competitors are Fatlace, Loser Machine, Biltwell, and other “builder” culture related brands. They are all heavily invested in social media and this will be the biggest challenge to overcome. They are using Facebook and Instagram mostly to promote events, media coverage, and promote products. -Trends: No significant trends are currently an issue for Tailored Supply. The culture they are aiming to market too is growing exponentially and is becoming very popular.

2.4 SWOT Analysis

2.4.1 Strengths -Internal: Quality products, great reviews, mobile integration, unexplored

niche, modern, customizable products, DIY content

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-External: Promotional objects and large following for these promotion tools 2.4.2 Weaknesses

-Internal: lack of social media presence for the actual brand, PayPal only, no store front, high price, limited quantity,

-External: competition is heavily invested into social media

2.4.3 Opportunities -Internal: Unexplored niche combination -External: Buzz around the culture, very popular area, limited competition

2.4.4 Threats

-Internal: small company, start-up, legal issues -External: Easily duplicated, competition creating substitutes,

● Examples of competition: Etsy, Fatlace, Weapon-r, Loser Machine, Biltwell

2.5 Digital Specific SWOT Analysis

2.5.1 Strengths

-Lots of existing earned media -Heavy following on Instagram and Stanceworks.com -Good traffic on www.tailoredsupply.com -Good search ranking -Good reviews on Facebook

2.5.2 Weakness

-Limited activity on Facebook -Lack of products to promote currently -Transferring personal followers to company followers -Competition heavily involved in social media

2.5.3 Opportunity

-Lots of room for expansion in media (professional photographer) -New Facebook with events coming -Lots of new products underway

2.5.4 Threats

-Negative reviews -Competition selling through multiple platforms online

● Ex. Etsy

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2.6 The Customer Niche Market. Age: Mostly male early 20s to late 40s. Income from $20-100k+ a

year. Heavily invested into metal art, automotive lifestyle, and/or motorcycle culture. 2.6.1 Target Segment

2.6.1.1 Demographics: -­‐Age:  18-­‐45 -­‐Sex:  Male  Mostly -­‐Income:  $20,000-­‐$100,000 -­‐Marital  Status:  Single/Married/Divorced/  Widowed -­‐Home  Ownership:  Renters/Owners -­‐Smartphone  Ownership:  Yes -­‐Culture:  Craftsmen,  status  “hype”,  motorcycle/automotive  lifestyle -­‐Language:  English -­‐Ethnicity:  Caucasian,  Asian,  Hispanic,  African  American -­‐Location:  Focus  on  California/United  States,  but  expansion  to  other  counties  

has  occurred

2.5.1.2 Psychographics -Modified automotive lifestyle -Want quality products over quantity -Attracted to hand made unique products at a higher price -Prefer to buy American made products -Exclusive status seekers “hype” hypebeast/fatlace

2.6.2 Alternative Target Segments -Lowered car community (Stanceworks and other popular forums) -Popular motorcycle forums -General art enthusiasts and DIY builders

2.6.3 Target Segment Personas

We will provide three different consumer personas to illustrate who the market tailored is aiming to attract. The first example will be Kyle, whom is a 22 year old male that is heavily invested in the motorcycle culture, but is also very influenced by status products. The second example will be Mike, whom is a 25 year old male that is garage car builder that is very interested in the automotive culture and hand crafted goods. The third example is Robert, whom is a 46 year old family/business man that enjoys hand crafted metal art. Additionally, Robert is a very wealthy man who is heavily integrated into automotive car culture.

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2.6.3.1 Kyle

Background: 22, male, single, middle-class, full time employee at

an industrial product firm, avid motorcycle rider/builder, some college education, heavily invested in social media and status products. Very brand loyal to companies that relate to the motorcycle culture/lifestyle

2.6.3.2 Mike

Background: 25, male, in a relationship, full time employee at a

BMW dealership and owns his own warehouse for custom furniture, high school education, involved in metal art and car culture.

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2.6.3.3 Robert

Background: 37, male, Husband with wife and family, full time

director at a production company and is a car/art enthusiast. 3. Objectives

3.1 Mission Statement Provide high quality exclusive hand crafted products that break the clutter of the

“cookie cutter” products that litter the market. Additionally, offer customization and unique features for each product that suite the exact consumer needs.

3.2 Strategic Goals

-Increase product/brand awareness ● Double the number of followers/likers via Facebook and Instagram in 6

weeks -Product giveaways to increase brand awareness

● Contests through Facebook and Instagram (one in the first six weeks) -Increase interaction with the market/community -Host monthly events via social media sites

● Host at least one event in three-month period -Double the traffic to the website in two months

-Increase product reviews ● Create a review page and get at least 15 reviews for each product in the

next four weeks -Create a program of product releases - Increase brand loyalty

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-Double the amount of Instagram followers and likes in two months - Increase views by 100,000 on Stanceworks.com every two months -Create a catalog or lookbook for the upcoming products featured on the

Instagram/Facebook

3.3 Channels for Promotion

3.3.1 Instagram Instagram is going to be the main focus of promotion. Utilizing

professional photos, event coverage, and video segments to create an interactive community for the consumers.

3.3.2 Facebook

Facebook will be used for introducing new products, giveaways, and general information about Tailored Supply.

3.4 Social Media Zones

3.4.1 Social Relationship Zone Strategies

The main goal will be to promote the culture that surrounds the brand image. It’s important to embrace the consumers and provide them with incentives and help them with whatever is necessary. It’s crucial to keep the social relationship not entirely focused on pushing the product, but mostly aiming at keeping the customers engaged and loyal. The content will consist of media, events, games/contests, and occasional product releases.

3.4.2 Social Publishing Zone Strategies

-Because the brand is based around the motorcycle/car DIY individuals we will have plenty of information to share and update our social zones with. Utilizing the company's current projects, consumer’s projects, and media coverage will be constantly changing.

-Media will mostly be published on the main site (www.tailoredsupply.com), also on the Tailored Supply Instagram, and the Facebook. The main site will feature the high definition photos and videos, but the others will be updated more frequently as a sort of “teaser” for the actual media/projects.

3.4.3 Social Entertainment Zone Strategies

-Games and that aspect are not going to be the focus of this campaign because it’s not as relevant to the product or environment, but we plan on doing event coverage and having our own events, which will be formulated via the social media sites.

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3.4.4 Social Commerce Zone Strategies -The Instagram/Facebook will be utilized to promote products and link to the ecommerce section of tailored supply, but we do not want to attack our target market with pushing products on them.

3.5 Integrated Experience Strategy

Through social media, we want to promote what we stand for and what we represent. We want our potential customers to understand and believe that we are in this business for them; successfully fulfilling their unique product wants and needs. In order to engage our customers, we are going to make our company feel small - family ran, personable, and dedicated to creating an experience that they will want to undergo again and again. Although our plans are to expand throughout the US, we want to ensure our customers that they will be treated like friends and that their products will be created with our complete focus and effort each time. To show this message throughout the digital world, we want to demonstrate the work and effort that we apply to each order by showing pictures of our staff creating each piece; we want our customers to see pictures of the people that work hard to go above and beyond the customers’ expectations. We want each customer to have an experience that is just as unique as the products they acquire. We believe that by implemented this type of customer service, we will motivate our customer base to boast positive feedback throughout the socially media world. By taking care of our customers and supplying such a unique and friendly environment, we hope to see our customers return the same positive treatment by spreading the word of our company and services.

4. Digital Marketing Mix 4.1 Product

While we have faith that our products will speak for themselves, we want to add value by providing excellent accessibility with unmatchable customer service. Through our website, social media accounts, and application, all products will be shown with pictures and thorough informational description. We will also post pictures and videos of our friendly staff in action to show customers how much effort and care is put into each and every piece of work. Through our simplistic website design, the thorough information provided about all products and services, and insight of our friendly and hard-working staff, our products are sure to shine.

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4.2 Price

Examples of all products created will be posted to our site with thorough descriptions and a price. Since our products are based on customization and exclusivity, however, most price inquiries will have to be discussed through a consultation. Our digital campaign will offer various discounts, giveaways, and promotions; however that will provide differentiating prices as each arises.

4.3 Place

With Tailored Supply being such a new company, we have a very blank slate to work with. First and foremost our mission is to connect with the community and our target market. In order to successfully do this, we want to ensure that each of our digital platforms is customer-friendly. Social media is one of the key outlets for potential customers to find our company, so we plan to have very active and involved social media accounts. Our goal is to make our customers, and potential customers, feel engaged with our company. To make this possible, we plan to be actively involved with as many social media sites to ensure that most, if not all, consumer touch points are being leveraged.

4.4 Promotion

Promotions will occur often and regularly to help spread knowledge of our products and company. Each of our digital platforms will regularly be updated with the new and upcoming promotions to keep customers up-to-date and involved. Contests, giveaways, and discounts are all examples of promotions that Tailored Supply will be hosting. 4.5 Market

We want our target market to feel empowered by providing them with all of the information that they will potentially need. All of our digital platforms are simplistically designed to ensure that basic information, such as means of contact information, hours of business, and our business location, is easily located. Simultaneously, the more detailed information, such as products, services, promotions, online ordering, and

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customer feedback outlets, are also easily accessed to ensure customer satisfaction. Each of our digital touch points also enables consumers to share information with others via SMS, email, and social media accounts if so necessary.

5. Brand Strategy

Tailored Supply’s number one goal regarding brand strategy is to establish strong, long-lasting relationships with our customers. We hope that through our consistent efforts to connect and involve them with our company through our various digital outlets, we can gain their everlasting trust and loyalty. With this loyalty, we hope customers share their positive experiences with others to further broaden our customer base. Through the growth of our digital presence, we are confident that people will recognize the talent, dedication, and passion that we put into each and every one of our projects. Tailored Supply wants each and every potential customer to know that their best interests are our only concern; and we hope that by showing our dedication we will establish an unbreakable loyalty loop.

5.1 Online Representation and Presence 5.1.1 Website Strategy

As our company grows, we intend to continue advancing our website as it becomes necessary. While most orders that we receive are for customized products, we do not have a set product base. However, to demonstrate the work we can do and the services that we offer, we will continuously update our site with pictures of recent creations along with detailed descriptions and price. By doing this, we hope that we continue to provide customers with increasingly more information and examples of our capabilities as our order density increases. Since our target market consists of very active individuals, we have also ensured that our website is mobile compatible and that all features are easily accessible while on the go. Our digital goal is to keep everything very simple and easy for our users to enjoy, and we plan to spread this same format through each and every one of our digital platforms.

5.1.2 Search Engine Optimization (SEO) Being a small company, the keywords that we display on our website are

important to a good search engine standing. We have been sure to place strong, relevant descriptive words in our headings, titles, and descriptions to ensure that consumers are lead to our site.

Part of the SEO optimization is creating DIY articles that will bring in the target market that is looking for DIY articles and interesting craftsmanship. Tailored Supply released http://tailoredsupply.com/tag/diy-car-paint/ and instantly gained web traffic. The website is heavily linked off of car forums and other discussion boards. The external links from discussion boards and blogs have proved to be the most successful, and we aim at increasing that as one of our

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goals. In addition, the website is using a smart SEO package that helps with Meta-tags and organizing the content to be searchable.

5.1.3 Reputation Management

Web 2.0 has brought forth the importance of being conscious of consumers and how engagement is at the top-level of importance. Reputation has proved to be a vital resource for Tailored Supply already. Due to a single positive review, it quickly created a snowball effect and gained customers in an almost viral way.

5.1.4 Website Design Layout

The website is the hub of the company, and it’s important that it relays the essence of the company image. The webpage is designed to offer the minimalist style, but also featuring unique, creative tools and all of the content the consumer’s desire. On the left side of the page Tailored has a hashtag feed for Instagram since it’s the major source of engagement for the company currently. Additionally, the checkout process and page design is a sleek WordPress theme using woocommerce, which is a very simple checkout system.

5.1.5 Content and Engagement Strategy

The content and engagement strategy is rather simple. We are going to really push towards creating awareness in the niche segments Tailored Supply is aiming at, with lots of content, events, and promotions. Once the name is well known, we want to hold the loyal and influential consumers with heavy engagement on social media. Stickiness is very important for this small company, and they thrive by engaging loyal consumers. The company is planning on

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releasing a clothing line this summer to go with the custom products. The clothing line is going to be dropped with a very interesting video and look book. From past experiences, we expect this video to gain a lot of earned media all over the internet, which will help the awareness campaign. We also plan on adding some pure social media contests to the Tailored Facebook, such as best stanced car of 2014, best budget build, most creative build, etc. Each of these will have prizes from the new clothing line. 5.1.6 Natural Search Engine Marketing

Currently, Tailored Supply has the top standing when the company name is entered into the search bar. However, metal work and motorcycle/automotive parts are very common companies; therefore, if generic keywords are entered into the search bar, Tailored Supply is nowhere near the first page of results. In order to improve our natural search engine results, we are going to use strong keywords in our page titles, headings, tags, and image descriptions. We also plan to increase the number of inbound links to each site as well. We hope that through these efforts, and the continued growth of our company that our site will one day be one of the top results returned.

5.1.7 Word-Of-Mouth Being a locally-based company, Tailored Supply has a very solid amount

of support from community members, friends, and families. While our digital media sites have greatly assisted in the growth our company has experienced, our loyal customers and supporters are the main cause of our rapid expansion. We plan to continue maintaining the bonds we have already established, while creating many more, by engaging our followers and supporters through each of our digital networks and our “aim-to-please” customer service tactics. Through active status updates, picture and video posts, and company responses to follower comments, we hope to keep our customers involved with our company. We believe this will help in building strong, trustworthy, and loyal relationships with both new and old customers-relationships that will promote the continued positive avocation and sharing of our company to others via word-of-mouth.

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5.1.8 Digital Sharing

Digital sharing has increasingly grown to be one of the most common ways people share company experiences with their friends and families. By including sharing tools on our websites for customers to easily pass along products and services we offer, and through the active and inviting digital content that will regularly be posted to our digital platforms, we know we can continue to build strong customer loyalty for Tailored Supply by way of digital sharing. We hope that by ensuring convenient gateways for digital sharing are available on our sites, in very simple and easy-to-understand formats, our customers will continue passing along their experiences with our company to others.

5.1.9 Digital Conversion Strategy

While Tailored Supply is an online-based company, we have developed a two-part digital convergence strategy. Step one includes reaching and attracting potential customers and transitioning them into digital followers. Following, step two will focus on transitioning these new digital followers into regular online customers.

5.1.9.1 Potential Customer to New Follower Conversion Strategy

The digital world holds many opportunities for Tailored Supply to continue expanding and reaching new followers and potential customers.

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As previously mentioned, we hope that by ensuring convenient gateways for digital sharing are available, customers will be more apt to share products and services that they like or someone they know will like. In addition to this, we plan to maintain very active digital accounts - Facebook, Instagram, Yelp, Twitter, Snapchat, etc. The more active that we are on our social media accounts, the higher the volume of users we can reach. Conveniently, social media sites like Facebook, Twitter, and Instagram have features that allow friends and followers to see recent activity. Since Tailored Supply currently has a solid base of loyal followers, we hope that by continuously updating posts and pictures that our current followers will have more opportunities to “like,” “retweet,” or “share” our updates with their own friends and followers. If the cycle continues, our chances of reaching higher volumes of users become increasingly higher. Since it is so easy for users to ignore irrelevant content on their newsfeeds, we plan to do all we can to continue releasing intriguing, inviting, and attention grabbing content that will steal the attention of potential followers. Initially we hope to attract new followers through rewarding incentives, such as discounts and giveaways. In order to get them to remain followers, however, we plan to do everything in our power to create an unbreakable brand trust with each of our followers - proving to them that they are our number one priority and the main drive behind our company. We plan to consistently monitor our progress and adjust our initial strategies as it becomes necessary in order to yield the best results.

5.1.9.2 New Follower to Online Customer Conversion Strategy

The next step of our conversion strategy focuses on enticing our followers to become customers. Our goal is to prove to our new followers that our company offers them value that they will be unable to find elsewhere; we want to prove that our employees can offer them products, services, and experiences unlike any other company is capable of doing. In order to do this, we need to first appeal to our target audience. In order to accomplish this, we plan to offer many incentives, such as discounts, coupons, and giveaways, for users to apply to their purchases on our online store.

5.1.10 Digital Retention Strategy

While our initial goal is to attract attention to our social platforms from our target audience, our long-term goal is to maintain this attention indefinitely. In order to do this, Tailored Supply plans to remain very active on each and every one of our digital sites. By maintaining a strong flow of new, intriguing, and engaging content, we can keep our followers interested in our brand and company. Through promotions, coupons, contests, and “insider previews”

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(videos, pictures, and testimonials from our staff regarding ongoing projects, upcoming events, and personal biographical updates), we hope to maintain our follower’s interest. By providing several opportunities for users to get involved with our company, Tailored Supply hopes to give followers the feeling of being a part of our company and everything we stand for. We want our followers to be a part of the Tailored Supply family, and we plan to continue doing all we can to ensure they feel as if they are.

6. Activation Plan

In order to activate the above plan, we have divided the work between ourselves. Kevin will be responsible for the website. He will ensure everything is in working order so that our customers can easily visit our site to browse our products and services. We want to maintain a very clean, organized appearance so even the not-so-tech-savvy customers can easily navigate around the site. Kevin will ensure pictures, descriptions, contact information, pricing, and other aspects of our site are up-to-date at all times, so that customers are able to see up and coming products and services. Brittany will be responsible for maintaining the Facebook and Instagram profiles for the company. She will ensure all contests and promotions are announced through the social media sites and will stay actively involved with customer interaction and with updating pictures and new information regarding our products and services. Manny will be in charge of capturing the company presence. He will stay on top of taking pictures of at our events, within the factory, and of our new products. He is responsible for capturing the message that our company stands for so we can visually display to our customer base. Lauren will be in charge of Twitter and Yelp. She will keep our followers and customers up-to-date with company events, product specials, and happenings within the office and factory. We want to ensure that our customers have the opportunity to get to know us and we want to ensure that updates are currently circulated so they don’t feel like they are missing a single moment. Lauren will be very active on the Twitter account while ensuring our Yelp customers are satisfied with their products and the service that they received.

6.1 Promotions

6.1.1 Social Community

-Promote consumers to upload their builds for a “best of 2014” with giveaways.

-Promote interaction with the community on Facebook and Instagram to answers DIY questions regarding metal work, painting, and etc. taglines for photos.

-Ask the consumers what they would like. -Monthly contests and giveaways

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6.1.2 Social Publishing

-Provide DIY articles for different questions the consumers ask. -Photos from events and entertaining videos.

6.1.3 Social Entertainment

-Pictures of our employees constructing orders and products -Videos of some of the masterpieces being created -Invite customers and followers to show their own pictures and videos of

them creating their own art

6.2 Segmentation and Content Targeting As described before, our target market consists of young, active males living

average lifestyles with a love for action and class. This segmentation selection challenges us to generate content that will directly attract this specific market to our brand and products. Through micro-targeting, we will present information customized to fit with our target market’s psychographic attributes and unique demographics. Because our target market typically lives “hype” lifestyles, we have to attract them while they are on the go; in between hobbies and social activities. One example of a way we can effectively keep our market involved with our products is through creating an application where all products and services are readily available for them to browse at any given time. Since our target segment can be considered more of a “simple” man, our application will be neatly designed, with simple navigation, and without extra distracting features. Photographs of every one of our available products will be displayed with detailed descriptions and prices, our services will be listed in an easy-to-read fashion, and contact information will be readily available for any potential sales, questions, or

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concerns. While our target market enjoys simplicity, they also enjoy engaging with others with their shared interests. Therefore, everything included in our application can be easily shared with others through social media accounts, email, or text messaging. Our market consists of very independent individuals, so it is vital that we be sure to provide all necessary information regarding our company in easily accessible places across all of our digital platforms so that our customers can find everything they are looking for while on the go.

6.3 Positioning

6.3.1 Positioning Statement

Tailored Supply is a unique company that provides specialty products to craftsmen that enjoy quality and class. Each of our products are American-made and handmade, boasting our passion and love for metal artwork and the “hype” style of living. Each piece is customized to fit our fast-paced, active-living customers’ lifestyles and exactly what it is they need to keep on moving. We encourage our customers to approach us with new challenges and ideas for parts that will further better their cars and motorcycles, and we strive to exceed every expectation with each new creation along with way. While Tailored Supply accommodates a very small, niche market, we hope to motivate and encourage others to branch out and see what our passion is all about - we have no limit.

6.3.2 Segment Specific Positioning Statement

Tailored Supply is a passionate metal company that provides its customers with exclusive automotive and motorcycle products that are not yet available on the market. Tailored Supply strives to reintroduce originality into this niche marketplace, challenging customers to break away from “cookie cutter” products that currently flood our markets and branch into customization and exclusivity. Tailored Supply creates each piece with passion and one goal in mind: to exceed the expectations of the uniquely creative requests we receive from our customers. Explore our products on our website at www.tailoredsupply.com, visit our Facebook page at https://www.facebook.com/tailoredsupply, and please feel free to contact us with any questions, requests or concerns.

6.4 Target Message Hierarchy: 1. Quality 2. Class 3. Exclusive 4. Handcrafted 5. American-made 6. Hype

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7. Aspiration 8. Minimalist

6.5 Credibility We plan to prove Tailored Supply’s credibility through customer testimonials. We

plan to continuously publish our own pictures, updates, and customer feedback to our website and social media accounts to remain transparent to the public. At Tailored Supply, we feel that by providing customers with the feedback that we are being given directly, they will not only feel involved with our company, but they will also begin to trust our company. On both our social media accounts and our website, there are places for customers to leave their own public feedback to share with others as well. Sites like Yelp will also help with our credibility, as most customers are looking for other experienced customer feedback before they decide to purchase a product. Transparency is key with Tailored Supply; we want the customers to see and know everything that is going on with our products so they are assured that honesty, quality, and passion is put into every piece that we create.

7. Measurements

We will be able to measure the results via multiple metrics. First we can use the “likes” on Facebook to see how much market penetration we have created. Another good way to measure our progress is the followers on Instagram. The company has not made separate accounts for the Facebook and Instagram until recently and we began the first promotion for it recently. As we begin to implement more and more promotions and media coverage we can measure the engagement level of the target market and see if we get noticed by other networks.

Another way to measure our objectives is to follow the sales, since we will be able to examine this information on. The last key measurement tool will be the websites statistics. Tailored Supply is running a full SEO and site statistic platform, which will give us information in regards to customer reach and engagement on the webpage.

8. Actions and Controls 8.1 Budget -Budget for digital marketing is relatively small -Pay to promote through social media using short and long tail words -Material for giveaway products and event set ups

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8.2 Timeline

January 2014 Create/ Re-invent social media accounts & website

February 2014 Promotional “Rose Give Away” to boost followers and “likes” - Goal: Obtain 1,000 additional followers

February 2014 Increase total monthly revenue

February 2014 Capture high-quality images of products to share on Instagram and Facebook

March 2014 Release upcoming product images and updates on current ongoing projects to spark “shares” on Facebook and Instagram

March 2014 Announce upcoming contests on Facebook and Instagram

April 2014 Instagram: Increase followers by 500 Facebook: Increase followers by 100 Increase total monthly revenue

April 2014 Release sneak peak of the “Heist BMW 2002” Build

May 2014 Announce the upcoming release of the Tailored Supply clothing line & “Slip and Bleed” release party

May 2014 Instagram: Increase followers by 500 Facebook: Increase shares by 500

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8.3 Key Performance Indicators 8.3.1 Website

-Views: 10,299 total views (Increased the number of views by 471.2%) -95:1 buy ratio

8.3.2 Facebook

-Connected and engaged with consumers -Spread knowledge on upcoming events, contests, and products -Increased number of followers -Gained positive reviews

8.3.3 Instagram

-Great form of earned media for the brand -Helped promote new products through visuals -Positive consumer reviews

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8.3.3.1 Viral Photos on Instagram

We created multiple high-quality photos of the current bar build to attempt a viral seeding attempt. It was very successful and the car is regularly found on high traffic Instagram’s, which creates more awareness for the company.

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8.3.3.2 Seeding Satisfied Consumers We are now sending a small note with discount to ask customers

to share on social media and use the hashtag #tailoredsupply

8.3.3.3 #tailoredsupply

-Creation of an interactive hashtag tool that links Instagram and the website.

-Consumers are engaging more with us using this hashtag that now presents the photo on our website.

8.3.4 Stanceworks -Over 680,000 views from ~550,000 views at the start of our campaign in

February -“Build thread” has been the main source for awareness and product

releases for Tailored Supply

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8.4 Digital Analytics

-Top of the SRP -High buy ratio (95 views to 1 order) -Increased traffic -Keyword search result increase

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8.4.1 Insights -Increased the number of views on the website by 471.2%

8.4.2 Statigram

-Increase of 108.6% in Followers -Increase of 174.1% in Likes Received -Increased the number of followers on Instagram by 1,571 and received

81,614 likes by April 24th -Followers: 3,328 -#TailoredSupply = 90+ -Posts: 621 -Likes: 181,614

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8.4.3 Facebook There was a rapid jump of likes on Facebook late January and early February due to the metal rose giveaway around Valentine’s Day. Afterwards, likes would fluctuate, but never reached the same peak that occurred earlier on.