Katie McColgan

K. Feighery

MKT-350-201

3/12/14

Digital/Social Media Marketing Plan

You Employ. We Empower.

SameSky is an organization that is based around creating jobs for women who are living in poverty and/or who have HIV/AIDs. Their main goal is to teach these women how to be independent and self-sufficient. 100% of the net proceeds are reinvested to train and employ more artisans in need. This started because of the outcome of the Rwanda genocide, where nearly one million people were murdered in a span of 100 days. A quarter of the women were raped and 70% of those women were contracted with HIV/AIDs.

This organization is a great cause for not only the poor women affected by AIDs in Africa, but also the people in the USA who struggle with poverty and need to be given a second chance. As of right now, this organization has over 6,000 likes on Facebook, no twitter or Instagram.

This would be a perfect opportunity to try and get them noticed by seeing which keywords are frequently searched in order to get their business known and out there.

SameSky is all about fair-trade and creating jobs for women in extreme poverty by creating jobs and lending a helping hand to people in Rwanda as well as the USA. We believe that everyone deserves a second chance, which is why we reach out to women with HIV/AIDs in Rwanda,and women who just got out of dangerous drug addictions in the states.

Goes from Rwanda to the USA Creates jobs for women in extreme poverty Gives women a second chance 100% of net proceeds are invested to train/employ artisans Self-sufficient workforce

Company Introduction

Strengths

Jewelry is very fancy- not appealing to everyone Glass beads are handblown which is pricey Social media base is not very strong at the moment

Weaknesses

Situational Analysis

SWOT Analysis

Pura Vida Bracelets: - Great social media platform (Twitter, Facebook, Instagram, Tumblr, Pintrest, Email) - Items are fairly priced - Reach out to a large variety of charities - San Diego => Costa Rica - Each bracelet is unique with a different color combination

Alex and Ani- - Strong social media stance - All about helping the community and the economy - High quality items - Handcrafted - Popular/ trendy - Stores are located on main streets to grab attention - Design products that have a positive impact on the world

Our mission is to employ women who are suffering from HIV/AIDs and/or who are living in areas of extreme poverty by raising awareness through social media, display advertisements and email.

Business Objectives and Goals

Objectives

Provide jobs for women in poverty Raise awareness to HIV and poverty Give women initiative to help others and live independent drug free lives

Opportunities

Very pricey compared to competitors Trying to get name above other HIV or poverty charities Materials used is pricey

Threats

Competitors

Who: - Females ages 18-25 who are interested in accessorizing - Hobbies include: online shopping, volunteer work, fashion, charity work

Digital Goals (RACE Model)

RACE Objectives Goals Channels KPIs

Reach • Build brand awareness • Develop strong social

media platform

• Have more people spreading the word about us on social media

• More people visiting our page

• Get a good amount of followers

• Twitter • Facebook • Instagram • Email • Display Ads

• Noticeable increase in new visitors to site

• Number of returning visitors

• Increase of people are leaving email to receive deals/news

•

Act • Create a stable online presence

• Make a website that is easy to navigate

• Re-marketing

• Increase in time spent on website

• Have audience navigate through many pages on site

• Social media posts and content that people like and share

• Twitter • Facebook • Email

• Reduction of bounce rate

• How many pages were visited per visit

• # of likes, shares, comments

Convert • Increase amount of sales made per visit

• Make our brand known and raise brand awareness

• Turn people away from competitors

• Make consumers aware of the benefits that come with buying our products

• Facebook • Twitter • PPC

• Variety of new visitors • Amount of shares from

followers • Sales made per visit • Number of returning

visitors • # of followers

Engage • Increase customer loyalty

• Be the brand that is talked about

• Increase # of return visitors to site

• Email • DM on

Twitter & Facebook

• Marketing on social media

• Amount of shares from followers

• Sales made per visit • # of e-mail subscribers

Strategy

Target Audience

- Full-time or part-time students at a high school level or above - Some sort of income - Strong social media platform - Interests in accessorizing - Some knowledge of charities and raising awareness Why: - Trend setters (influence people who are older and younger) - Word of mouth is very important in this age group - They are highly connected with social media - They like to find the new fad - They like to take advantage of deals

Since there is a somewhat competitive market in this business, it would be best to take our business to many different angles. The different social media sites like twitter, Facebook, and Instagram would be a great way to get our name known, and things like display ads and email marketing would also raise more brand awareness without over-doing it.

Facebook

Tactics & Actions

Cover Photo/ Profile Picture

Update 3: This is to get people to become part of the SameSky organization. It targets the

younger crowd who want to do work to help women across the world. This also sends a good message about what we do and it takes them to the website where they can get more information

about products and people stories.

Update 2: The purpose of this post is to raise awareness of the kinds of people that are apart of the team and not overwhelm the consumers

with products because it isn’t all about selling it is about helping

people.

Update 1: This is to show our products and that they are for a good cause. Saying

something like buying 1 bracelet provides someone with healthcare for 3 months is a

big deal and it is attention grabbing. It targets probably an older crowd than all

the other posts because it is showing more of what impact the organization has rather

than what the actual products are.

Twitter

Having a wide variety of people I follow helps not only get good ideas on posts

that work, it also helps to see what is trending, and what peoples interests are

based on who they are following/tweeting.

Post 1: The purpose of this tweet is to urge people to get ready for the season

by getting new jewelry to go with their warmer outfits.

Post 2: By advertising something that is FREE is probably a good way to catch

someones eye. Not only would this tweet get attention, it also will help get our name out there because they have to tweet at us which shows up in their feed so people that follow them can see it and they might then

become interested.

Display Ads

Interests: Target people by what they like (from what the search)- - Charity - Accessories - Types of jewelry - Africa and poverty - AIDs awareness

Keywords: Show my ad when there are words that have to do with- - Beaded jewelry - Charity organizations - Volunteer work for charity - Volunteer work to help poverty

Websites/ Channels that show my ads: - amazon.com - Concern.net - dedicated to talking about poverty and suffering in the worlds poorest countries - Etsy.com - Youtube.com

Remarking: if they visit my page, remarker with products that they were interested when they visited SameSky.com- -3-5 times daily (don’t over-do it) -video clip on youtube of women in Africa making the jewelry

Email Marketing

When people open their email, the last thing they want to see is a long heading. Keeping it short is eye grabbing and they are more likely to click on it if they know what they are getting into right away. The email itself should have a call to action, and even if the images don’t appear on the email at first, it should still be able to give the viewer a good idea of what they are being sold. This is a good way yo monitor how we are doing by how many people actually subscribe to the mailing list. An example of an email that I would send is as follows…

Subject Line/ ‘From’ Line:

Content of Email:

As a result of this semester-long project, I think that I have a great understanding on how to build brand awareness using the web. By applying what I have learned throughout the class, I can see why it is really important to develop a strong digital stance, especially since technology is becoming more and more popular each day. Through the use of things such as PPC and figuring out effective keywords, to developing a strong fan crowd on Facebook or Twitter, it is important to use many different things that the internet has to offer.

Conclusion