Content Marketing Proposal

Background Information

Strengths• Growing Interest in Core Product

SWOT Analysis

Weaknesses

Opportunities

Threats

• High Organic Search Ranking• Strong Branding and Design

• Building Subscription Business

• Small Team• Scattershot Marketing Efforts

• In-House Development

• Leveraging Social Media• Growing Brand Equity via Marketing

• Limited Resources

• More Established Competition• Non-Specialty Retailers Selling Competing Product• Diminishing Novelty

Demographic BreakdownCosmopolitan Customer

source: Google Trends

Zoraab’s target demographic lives in a large metropolitan area with a population of 1 million+ This is corroborated by information from various Google Trend Keywords.

source: USA Today

New Urban MillennialsOur top three target cities have seen decade growth rates well above the national average (1.7%) According to a report by the Census Bureau,much of this growth has been fueled by an influx of Millennials

Individuals Shaping New IdentityAccording to a Pew Research report, Millennials:

Embrace multiple modes of self-expression. Three-quarters have created a profile on a social networking site. One-in-five have posted a video of themselves online. Nearly four-in-ten have a tattoo

“This young generation are moving to cities and looking to redefine themselves. They are not afraid of making a statement. 5% say that clothing is an element of this distinct attitude.

Why is Your Generation Unique?

source: Pew Polls

Content Strategy

Content Distribution

Primary Channels Supporting Channels

Two-Tiered Channel ApproachTo concentrate our initial content creation and promotion efforts we will focus on two primary channels. Instagram will be for posting highly visual “micro-content,” interacting with fans and driving traffic back to on-site products or content. The other primary channel will be long-form blog content that is less frequent but more in-depth.

Secondary channels such as Facebook, Twitter, Email and Google+ will be used to broadcast and direct attention to either long or short-form content. These channels will still need attention and consideration of differing best practices, but content will not be created specifically for them.

Campaign StrategyTwo-Tiered CampaigningTo guide content creation efforts and establish a framework where we can build consistency, regularity and channel these efforts into communicating a branded message, we will devise a series of campaigns.

The most important of these will be a core branded campaign. This campaign will cover a broad range of content, promotions and initiatives and will permeate all of our branded channels and communications. The core campaign will communicate a central branded message and will shape our marketing efforts.

This core campaign will be supported by multiple micro-campaigns. These campaigns will constitute much smaller recurring categories of content or messaging. Small micro-campaigns will help flesh out our content publishing schedule and will constitute a less resource-intensive form of consistent messaging.

Core Branded Campaign

Micro-campaign

Micro-campaign

Micro-campaign

Although not directly related to the core brand campaign these content initiatives will reinforce the core branded message to a certain extent. In this sense they will serve a dual purpose. Not only will they flesh out our content schedule and be easy to produce, they will also strengthen our core branded message.

Core Branded Campaign

#RevealYourColorsCentral Campaign IdeaThe message “Reveal Your Colors” encourages our audience to express themselves in whatever way they choose. Individuality is comprised of many factors and the things that make us different should be embraced. A central anxiety and concern of the young urban millennial demographic is forging an identity while simultaneously struggling to fit in and meet expectations.

One of Zoraab’s defining characteristics is the bold use of colors and offbeat designs. The boldness of the clothing is offset by the fact that these bright statement pieces often remain covered or obscured. The Zoraab customer appears to fit in but a slight tug on their pant leg can offer a glimpse of their true personality.

This campaign simultaneously celebrates creative expression and invites individuals to showcase what makes them unique.

Long-Form ContentA central component of the #RevealYourColors campaign will be a long-form blog/photo series. This series will profile aspirational and interesting artists and creative professionals. Photos of them wearing Zoraab accessories will be accompanied by interview questions highlighting their creative achievements and investigating what makes them unique and how that has contributed to their success.

Not only will the content be interesting, on-brand and highly replicable, but the cross-promotional nature of the content will make it much easier to sell artists on the idea. By seeking out and promoting interesting, undiscovered art and ideas Zoraab will also play the role of tastemaker and offer our audience additional value.

In addition to creating quality content, this initiative will also communicate the core branded message of embracing individuality.

Successful campaigns similar to this include: The Creators Project, Humans of New York

Content DistributionWhile this content will live on our blog, it will be cross promoted on our various online channels; most notably Email, Facebook and Instagram. Having the main campaign rooted on our site and distributed across channels will direct more traffic where we ultimately want it.

#RevealYourColors

Participatory Social CampaignTo complement and highlight the long-form side of the #RevealYourColors campaign, we will use our social channels and on-site messaging to invite our audience to showcase their own individuality. The campaign will encourage customers to take a photo of themselves expressing their individuality and to use our branded hashtag.

One logical use of the hashtag would be to take a selfie of how you wear your socks or other Zoraab accessories, but we shouldn’t limit it to this. To nudge our audience into using the hashtag we will offer to select one photo a week as the most expressive and to give away some sort of prize.

While this campaign can live on all of our social platforms, Instagram seems to be the most natural fit. Similar hashtags are very popular and the visual nature of the medium invites the kind of sharing we hope to promote.

Popular hostages similar to this include: #socksofinstagram #selfiesunday

Promotional StrategyLinking this campaign to our long-form content will be the first step towards spreading the message. Because the campaign is centered around a hashtag it can live on multiple social platforms. In addition it can be used as a promotional code or a structure for a giveaway or sale.

The message benefits from being unique, emotionally resonant and memorable.

#RevealYourColors

Instagram Micro-Campaigns

Micro-CampaignsSock-of-the-Week (#SotW)Each week we will debut a new sock of the week on Instagram (reposted to the blog and other social sites as well). The sock will be introduced using cheeky description and on-brand humor. During that week that particular sock will be discounted using a funny inside joke as a promo code. #RevealYourColors posts with the SotW will be encourage

Every four weeks, the previous week’s socks will all be featured in a post asking fans to vote for their sock of the month. At the end of voting everyone who voted for the winning sock will be part of a drawing for a free subscription to sock of the month club. Tagging friends in your vote will add an additional vote to your name.

The Weekend BriefAt the end of every week we will feature one pair of boxer briefs. In the post we will also give a run down of the things that happened this week that were cool and noteworthy, all while using a unique branded voice. Also will use this opportunity to announce winners of any contests.

Outfit LaydownEvery week we will put together an outfit highlighting Zoraab socks and accessories while also incorporating trends. These will also tie in to longer blog posts about fashion trends.

Cool Old-School AccessoriesTo celebrate Throwback Thursday we will post pictures of awesome old-school accessories every Thursday.

Sample Instagram Calendar

Sock of the Week

#RevealYourColors photo post Product Post Outfit Laydown

Post

Trend watch blog post

Old-School Cool

Funny/Cool Image Post

Funny/Cool Image Post

Sock of the Week

#RevealYourColors photo post Product Post Outfit Laydown

Post

#RevealYourColors Blog Post

Old-School Cool

Funny/Cool Image Post

Funny/Cool Image Post

Sock of the Week

#RevealYourColors photo post Product Post Outfit Laydown

Post

Trend watch blog post

Old-School Cool

Funny/Cool Image Post

Funny/Cool Image Post

Sock of the Week

#RevealYourColors photo post Product Post Outfit Laydown

Post

#RevealYourColors Blog Post

Old-School Cool

Vote For Sock of Month!

Winner announcement

M Tu W Th F Sa Su

Tying it all Together

zoraabnation

Featured My Likes

Tap an image to shop

Instagram Mini-SiteMonetization, Tracking, CohesionCreation of a small Instagram mini-site will assist with monetizing and tracking all of our Instagram efforts. It will also serve as a mobile portal for our Instagram fans to access the most compelling content and promotions on our site.

This will be something we can build relatively easily that will help us measure, improve and integrate our online marketing.

Example of successful use of this: Starbucks

Socks Underwear SuscriptionAccessories SALE 35% Off!

SHOP NOW

Key Promo!

#RevealYourColorsPromo

CTA CTA CTA

Anatomy of a Zoraab Email

Instagram Channel Promo

Additional Sale Promo

Products

Promoting Content + ProductsTo begin we will send customers two emails a month (disregarding welcome or thank-you emails). These emails will ultimately be pushing products but will also serve as a way to publicize and promote our various campaigns.

This will accomplish two things. First it will help us avoid seeming to salesy. No customer wants to feel pressured. Second, it will help reinforce our content marketing efforts and drum up awareness for our branded campaigns.

The Fold

Some Final Thoughts

Just the Start…An Explanation of This DocumentWhile there are clear guiding principles behind all of the things I have proposed here, I am well aware that they are by no means complete. This was meant to be a conversation starter and an indication of the roots from which a full-fledged actionable strategy might grow.

As we start working together we will put a great deal more thought into what we are realistically capable of achieving, what we want to achieve using this plan and what resources and allocations we need to help make this plan happen.

If you have any questions or would simply like to discuss what you’ve read feel free to reach out or shoot me a line.

I’m looking forward to hearing from you and continuing this discussion.

Thanks for Reading!845-641-0578 | joe.gelman@me.com | joesresu.me