a. kPIs

Website Hits

Tower 28’s website is the main channel where they generate sales, communicate their philosophy, and keep consumers connected. Even after the campaign, website traffic will still be a key indicator of Tower 28’s brand popularity.

• % of new visitors: We want to increase the number of visitors by 20% within one year of launching the campaign.

• Conversion rates: The conversion rate measures how many people made a purchase through each visit to the website. With increasing brand awareness and a college ambassador program which offers a promotion code, we expect our conversation rate to increase by 10%.

Event Attendance

We plan to measure event attendance at our pop-up shops over time at the same locations, as well as for our organized sponsored events at college campuses.

• Attendance: Increase attendance at our pop-up shops & events by 15% within our 6-month campaign.

• This will be measured by the number of QR code scans, sign-ins, and leftover products from our events.

Social Media

Social media is the main channel that Tower 28 can directly communicate with consumers and analyze conversations regarding the #CleanIsInclusive campaign (Social Listening).

• Followers: Through our campaign, we expect to see a 20% increase in Tower 28’s social media followers

• Interaction: We also expect to see an increase in all social media interactions and engagement, including comments, tags, likes, shares, and mentions.

Overall Sales

Other than direct sales made through Tower 28’s website, we also want to increase the number of product purchases and overall revenue by 15% between the start and end of our 6-month campaign.

• # of product purchases: This will be tracked by sales made through affiliate/ promo codes from the college brand ambassadors and pop-up shop QR codes.