MARKETING PORTFOLIO by Kezia Tan

PORTFOLIO

Harly Jae

Shffld

New Roots

Misc.

Viz Merchandising Projects

Photography, and Video-making

Product Development and Branding

My Contributions:

Branding

Pinterest + IG Ads

SEO + Keyword Targeting

Email Marketing

PPC Plan

HarlyJae

Client Information

About Harly Jae

Canadian fashion brand from Vancouver, B.C.

Founded in 2017

Vintage-inspired women's clothing

Highlights

Challenges : 2024 Year : Laila B. Potvin

Natural fibers, sustainability, ethical production

Avoids mass production and overstocking

Problems

Limited brand awareness

Difficulty attracting new customers

Only one physical store limits the visibility

Limited resources and budget

Niche target market

Customer journey (from pre-order, try-ons, to purchasing)

Harly Jae Website

Goals

Increasing brand awareness

Developing a new brick and Mortar

Solution and Implementation

Increase digital marketing efforts

Open new physical stores in high-income areas

Engage in community events and pop-up shops

StoreDesign andExperience

Strategy

SHOWROOM (SHOP)

High-sel ing products

Litt e cubbies for impulse buy

Custom and pre-order booth

BrandGuidelines

TYPEFACE1

QUANTTROCENTO Heading

Subheading BodyText

TYPEFACE2 DREAMAVENUE Heading

Subheading BodyText

TYPEFACE3 Heading DMSans(Monospaced)

Subheading

Subheading2

Subheading3 BodyText

CampaignsandAds

Replytoharlyae..

IG Ads

Pinterest Ads

Body type + colour

colour

Marketing Strategies

Franchising

Harly Jae House

Pure-play Franchisor Model (IFA, 2021)

Kitsilano, Victoria, and West Vancouver

Brand Guidelines

PPC Plan Email Marketing

Search Campaign: “Sustainable fashion”

Display Campaign: Retargeting

In exchange for customers’ data: discount, exclusive information and early promos.

1 2 0 : 5

Targeted Content Creators

Events and Pop-up Booths (Summer and Winter)

Advertising on social networks

Content marketing

Collaboration with influencers

PR and media coverage

E-commerce optimization: SEMRush and Hubspot

Digital Marketing Goals

Jennifer Wang Jennifer Wang Kate Hutchins Kate Hutchins

Jashan Jashan (The Lifestyle Cog) (The Lifestyle Cog)

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do eiusmod tempor incididunt ut labore et dolore magna aliqua.

VIRTUAL PARTY COUNTDOWN

SEO + Keyword Targeting

Keyword targeting like ‘sustainable,’ ‘beach dress,’ ‘Vancouver sustainable clothing shop’ and such for the campaign helps boost SEO resulting in an improved organic search.

Shffld

Shffld Website

Project Type

My Contributions:

Project Management

Main Goal : 2024 Year : E-commerce

Branding

Website management through WIX

UX Wireframing and Prototyping

Keyword Research

About Shffld

Shffld (from the word ‘Shuffled’) is a Canadian e-commerce platform specializing in playing card customization and production.

Shffld offers an accessible and affordable solution for customers across Canada, from hobbyists to business owners, to easily design and manufacture their own custom playing cards.

PlayingCardStudies

Playing Cards in Numbers Case Study

The playing card market is projected to reach USD 50.11 million by 2030, growing at a compound annual growth rate (CAGR) of 7.75% from its estimated USD 26.86 million in 2023. (Verified Market Research, 2023)

MakePlayingCards

Company Name : The United States

Why this company is great

Experienced in the business and industry, which makes it more trustworthy Proven quality

Variety of sizing No minimum order

What we learned

User Journey Analysis: Shffld’s team identified that MPC's website is overly cluttered, with call-to-action (CTA) buttons lacking the engagement needed to convert visitors into buyers effectively.

Accessibility: Although MPC operates from the United States, Canadian customers may encounter challenges related to timing and cost-effectiveness.

SEOPlan

Selected phrase: Custom playing cards Canada Page (URL) https://www.makeplayingcards.com/

Suggested changes

1. Title Tag Custom playing cards Canada

2. Description Meta Tag

Design and order custom playing cards online at MakePlayingCards. Create your own personalized deck with photos, logos, and text.

3. Keyword Meta Tag Custom playing cards, custom cards, US (United States) and Canada custom playing cards

4. Additional Text Changes on the page (if any)

Highlight any specific features or customization options. Include customer testimonials or reviews that display the professionalism and quality of the cards. Incorporate calls-to-action to encourage visitors to design their professional custom playing cards today.

VisualLayout

CustomizationPageWireframe andUserJourney

Name]

When

Name]

CustomizationPageWireframe andUserJourney

[Editable Name]

Qty: 52 Cards

Size 2 (a x b) MATERIAL

Summary Page

This page summarizes the card customization order, containing:

The final card quantity of that deck

The card’s size

Detailed description of the deck (if any)

The chosen material

The chosen design (if using Shffld’s template)

And CTA buttons:

To preview the whole deck

Contrasting Add to Cart button to engage potential customers to purchase.

My Contributions:

STP Research

Marketing Persona

Marketing 4P

Marketing Milestones

Performance Metrics

About New Roots

Bespoke relocation services company based in Toronto

Inspired by the founder's challenge as an expat herself, the company offers full support, including pre-move consultation, housing, job assistance, and cultural integration.

Overarching Objectives

Expanding to corporate clients in the pharmaceutical and mining sectors, followed by professional families and international students.

30% Increase in brand awareness

20% Market penetration focused on SMEs and two selected industries

Limited resources and budget

Marketing4PMix

PRODUCT

Full-service BESPOKE corporate and individual relocation services

PRICE PLACE

Distribution channel goes 60% to B2B and 40% to B2C. A potential expansion in British Columbia office to cover Alberta in addition to the Ontario office that also covers Quebecc.