Final Major Project Report
MARKETING ME REPORT
Inthisreport,I'llwalkthroughthe journeythathasbroughtmeto mycurrentpositionandoutline myplansforthefuturedirection ofmybrand.Thiswillinvolve detailingthedecisionsI'vemade inordertoestablishmylifestyle brandaswellasbringingmy visiontolife.
WHEREILEFT OFF…
AftercompletingtheBrandMemodule,webeganbydelving intoourindividualidentities,aimingtogaininsightintoour potentialtargetaudienceandthenichewithinthefashion marketandwhereourbrandwouldthrive.
ThisexplorationrevealedthatIpossessaprimary fashionidentityof a ‘girlygirly’complementedby varioussub-identitiesthatIcandrawupon.
Additionally,IdiscoveredthatIhaveaninherently optimisticoutlookonlife,viewingtheworldthrough rose-tintedglasses,andIharboradeepenthusiasm forlifealongwithadiversearrayofinterests
Aftercarefulconsideration,Ideterminedthatthe InfluencerMarketwouldbeanidealfitforme.
IbelieveIwouldthriveinthismarketleveldueto mycommunicationabilitiesinthesensethatIcan connectwithmyaudienceonadeeperlevel havingnothadaneasyroadmyselfwhichI expandedoninBrandMe
Ialsofeelalifestyleinfluencerwouldbeagoodfit formeasitallowsmetobuildacommunityofgen z ’swhosharesimilarintereststomyselfsuchas fashionstyling,self-carelashextensionsand jewellery.
Fashion Runway BTS
SinceIwasyoungerIhavealwaysbeenfascinatedby fashionshows,theseriousnessofthemandhowhigh endandglamoroustheyare Myloveforbehindthe scenescontentgrewwhenstartingmyjobasa marketingassistantatChloBo
Ilovedtheconceptofeveryonecoming togetheronashoottocreatethisbeautiful, wellsculptedendimageandbelievethisis verysimilartoeverydaylife.
Adultingisallaboutevo decisionsyou’vemad whichhaveshapedyo whoyouareto
Thepeopleyou’vemet whohavehelpedinthe whoyouareto
Youareyourownfashio theexperiencesyou’veliv theideastartedwhenIloo lifeandcreatedamood impactfulthingsthathav metodate,thegood
Once I had this, I could start to paint the picture of what my ‘behind the scenes ’ would look like. Back stage at a fashion show,everyonewhoisthereistheretodoa different job. For example, you may have brand managers, fashion show managers, stylists, make up artists, hair stylist, publicists, assistants, seamstresses, and of course the models. As I’ve gotten older I have come to realise that the model is just the muse for everyone back stages work. Which is what I want to show through my imagesthatwearejustthewalkingcanvas of others creations My ‘end product’ images will tell the story of my unscripted life which I can then dissect each look on mypodcastandconnectonadeeperlevel withmyaudience
FMP SHOOT
Call Sheet
Location:KingswayCampus
CallTime:10am
EndTime:2pm
In collaboration with:
LucyKershawFMP
EmilyWhitehead:Photographer
DionneWilliams:Makeupartist
SHOOT PREPARATION
Requirements for each look
Mustgetthebelowanglesfor eachlookinordertoturninota lookbook
SHOOT PREPARATION
Poses FASHION
SHOOT PREPARATION
Poses PE and TEACHING
SHOOT PREPARATION
Poses CRIMINOLOGY
Reflection of FMP Shoot
Iwashappywiththewaymyshootwent.Iwasgoingintotheshootvery preparedandhadapointofactionfortheday.Thisledmetohavingavery quickturnaroundoflooksandwasverycutthroatwhenitcametomovingon tothenext.IfeelthisworkedinmyfavourasIwasaheadofschedulesocould usethattimetotrialoutotherwaysofshootingassometimesIfindIambest atcomingupwithcreativeideasonthespot.
BecauseIwaspreparedfortheshoot,IKnewwhateditsIwantedtoinitially havesoitmadetheprocesseasiertotoachievewhatIneeded. TheskillsIlearntfromtheshootwasmanagementaswewereateamof4, Makeupartist,Shootassistant,Photographerandmyself.Each
Agerange:18-30
Gender:Predominatelyfemale
Work:Fashion/marketingindustry(buyers,marketingassistants, prmanager)
Location:Livinginacity(Manchester/London/Liverpool)
Favouritelifestylebrands:Dysonairwrap,Gisou,Diorbeauty, Rhodeskincare,Refymakeup,SummerFridays.
Mostsuitedaesthetics:Cleangirl,Oldmoney,buisnesschic Interests:Fashiontrends,Socialmedia,PRactivations,Futureof fashion,Influencers
Influencerswhomytargetedaudienceengagewith: @Sophiatuxford@Negin_Mirsalehi@Zaargoedmans @Oliviarose
How I will collab with brands Why I decided on a podcast for Lucy’s Life Unscripted
Gen Z and Millennials are the highest generation that listen to podcasts with 56%ofthelistenersbeingwithinanagerangeof19-24,thisisduetotheshiftin educational content that i spoke about in my the brand me module and how it’sengaginggenzthemost.
Podcastsgiveauniqueoutlettocreateabrandidentityandvoice.Thiscanbe donethroughthewayyouconnectwithyouraudience.FormeIreallywantitto come across as a friend ringing you up. Really relaxed and a place where somebody struggling can come and find peace. Another positive for why I chosepodcastingisthattherearenolimitationstothereachofaudienceyou canget.
Due to TikTok being such short form content our attention spans have limited massively. However, podcasts seem to trump this limited attention-span culture. Podcasts allow you to make the most of long-form formats without worrying about limiting your length in order for it to still be engaging. I’m choosing to do a podcast as initially you’d assume video would be more engaging than audio, However, a study investigated the extent to which delivery affect engagement. They found that participants found a greater involvement for watching video, although these people had a much stronger physiologicalresponsetoaudio.
Why
I decided on a podcast for Lucy’s Life Unscripted
Thismeansthatthevideocontentlimitsyou’reimaginationasitpaintsthe picture for you, the clothes someone is wearing, the features of their face, the way their hair sits are giving your brain an easier journey than audio would.Audioontheotherhandisthereforeamuchmoreimaginative,and potentiallyengaging,experience.
92 percent of podcasts are listened-to alone. Podcasting is an intimate experience that really engages your cognitive prowe. This allows for the feeling of one on one connection and the listener often feels like The podcast is being directed to just them. Hence why podcasts are a useful toolforbrandpartnershipsasitgivestheeffectofpersonalisedmarketing.
Example of podcast
Whilenavigatinglifeasatwenty-somethinginanewcity,LilyRakowfully embracesthe80/20lifestyle…
80/20 Pod owner
Lily Rakow.
A not so perfect ratio of function versus fun. Lily is on a journey to find balance, if it even exists. Through candid conversations about wellness, careers, college, relationships, mental health, and whatever else life throwsherway.Asaholistichealthcoachanddigitalmarketingguru,Lily combines her passions for communication and wellness to produce a well-rounded,firesidechat-styleshowfortwenty-somethingwomen.
Why my podcast will be the best way to work with brands
Intoday’scrowdedmarketplace,it’sbecomingincreasinglydifficultforbrandsto standoutandconnectwiththeirtargetaudience.Storytellingprovidesawayfor companiestocreatealastingemotionalconnectionwiththeircustomersby tappingintotheirhopes,fears,anddesires.Intheworldofmarketing,storytelling isapowerfultoolthatbrandscanusetoconnectwiththeircustomersona deeper,emotionallevel.Bytellingrelatableandinspiringstories,companiescan createaconnectionwiththeiraudiencethatgoesbeyondtheproductorservice theyoffer.ToquoteMayaAngelou,“I’velearnedthatpeoplewillforgetwhatyou said,peoplewillforgetwhatyoudid,butpeoplewillneverforgethowyoumade themfeel.”Thisistheessenceofstorytellinginproductmarketing:createan emotionalconnectionwithcustomersthatlastsbeyondthetransaction.
o w I w i l l
My main form of marketing will be different social media channels.
The content on these platforms will be repurposed content to fittheformofanomnichanelacrossallplatforms.Iwillexplore thisdeeperoninthisreport.
Another way I will aim to grow my podcast is by collaborating withotherlifestyleandfashionpodcastersinmyniche.Ifeellike this will help me grow as the podcasters will touch on similar topics so therefore more than likely have the same audience demographic.
Lastly I will be using physical forms of marketing in locations wheremytargetedaudiencewillbedaytodayinordertogain therighttraction.
How my podcast will be accessible to all
In2024itisknownthatalotofconsumersareholdingbrandsaccountablefornot being inclusive and especially gen z consumers will boycott brands and influencerswhoaren’tinclusiveofall.BeingpartofthisgenerationIknewinclusivity neededtobethoughtaboutfromallaspects.
IknewIwasdoingapodcastsoitisagiventhattheaudiowillalwaysbethetop rate of engagement. However, I wanted to make sure the podcast can be consumed if a person was hard of hearing. That’s when I decided I was going to filmthepodcastandaddsubtitlestothevideo.
Afterdoingresearchintothesuccessofvideopodcasts,Ifoundthatitwasn’tonly people hard of hearing watching, it was a large population. In recent years, video podcasts have become increasingly popular because they engage listeners visually.Youraudiencecanseeyourfacialexpressionsandgestures,youcanadd small simple animations or B-roll to complement your dialogue and much more. ThisalsomeansIcancutthepodcastupintoclipsthatIcanusetopromoteLucy’s LifeUnscripted.
Why community is import forLucy’s Life Unscripted
CommunityisattheforthfrontofLucy’sLifeUnscriptedbrand’smission.Beingpartofan engaging community gives a sense of belonging. It enables us to share personal relatednessandsupportperpetualgrowthofeachother,ourselvesandourenvironment.
The podcast is going to be a place where I can connect on a deeper level with my audience.Ican’tdothiswithout buildingasafespaceformylisteners.
AwayIintendtobuildacommunityisbysharingexperiencesthathavehappenedinmy life that have changed my path that one of my listeners could have gone through the same thing or currently going through it and hearing how someone else has come out theotherendcanbereassuringtohear.
Iwillalsobeputtingoutchatboxesonthe@Lucyslifeunscriptedinstagrampageweekely ontopicstodiscuss.Thisisgivingtheaudiencethechancetoguidehowtheywantthe episode to go. If they need any advice, new fashion trends and how to style, how to get over a relationship. I will be that safety blanket that they can go to and forget all their problems.
Another way I will encourage community is by the way i will communicate with my listeners, I want to use inclusive language like ‘ we ’ ‘ you all’ ‘’ a team’. Lanaguage like this hasbeenproventomakealistenerfeelincludedandlikewe’rehavingacatchupwitha friend. This also works from a sales standpoint as the more community building lanaguage I put out, the more return I will get on view count, engagement rate and
a
As I mentioned previously, I will be using social media as my main form of promotion. The two channels that I will be using most is Instagram and YouTube. My independent study in Brand Me on gen z ’ s preferred social platformhasleadmetothefollowinginformationonwhichplatfromwillbe beneficial.
The genders on Instagram within gen z has a more even split with 51% of usersbeingfemaleand48%beingmale.Thisallowsmetohaveagreater reach with my content as I can target both genders. Compared to TikTok witha60%ofusersbeingfemaleandonly40%male.Theconversionratefor a viewer on Instagram compared to tiktok is much higher, as the type of audiencelookingtobuyonInstagramisthetargetmarketIamlookingfor. Someone who will has more disposable income and isn’t looking for a cheap deal. Instagram’s audience performs better when presented with diffusion market jewellery and premium e-commerce products such as healthproductsandmakeup. Nottomentioninmystudyitcameinasthe numberonsocialchannelwheregenzgotosearch.Thiswasspecifictoa person more particularly to a product as TikTok would be the place to look for for reviews. However, when looking for a celebrity/influencer instagram takes the spot which is another reason I need to base my brand on Instagram. I feel my brand collaborations will perform better on instagram asaninitialimageorshotofmeusingtheproduct,thenIwillgettothenitty gritty and do a full review and breakdown on my podcast to persuade my audiencemoretobuyintowhatiamselling.
a t s
TikTok
TikTokisarelaxedandchattypaltformviewedasanunseriousplatform where businesses and influencers can give an unpolished, BTS of their lifeand.Tiktokisalsoanamazingtoolforgrowthinabusinessduetoits algorithmwhichcanmakeanyone’svideogoviralandgainamassive amount of exposure.I feel the best way for me to utilise TikTok is by posting teaser Clips of the podcast. This is something that has got increasinglypopularwithpodcastersinthelastyearasTiktokseamsto lovepodcastclips,asitactsasatrailerforthepodcast,theviewercan watcha30secondclipandthendecideiftheywanttogoontospotifiy orYouTubetowatchthewholeepisode.Aswellasactingasatrailerto the audience, the way in what TikTok’s algorithm works is it pushes TikTok’s that align with what you engage with. Therefore if the TikTok’s algorithmpushestheclipsouttomytargetttedaudiencethentheyare more likely to go and watch the episode as it is within their niche of content. I feel TikTokk is a great platform for this style of content and I thinkitwillbethemostbeneficialwayintermsofmarketingonTikTok.
a t s
Spotify
Has is still an upcoming platform to be used as a social media channel. With their new added features which allows to to commentonplaylistsandtheirhashtagsegmentswhereyoucan individual search for creators it is becoming an increasingly popular place for gen z ’ s to swipe across. The communities on SpotifyishugeasSpotifyisgreatatpushingpersonalisedpodcasts hand picked for ‘ you ’ . They even engage you by offering podcasts that other podcast listeners use which are in the similar niche as whatyoulistentotoenticeyouintoabiggercommunity.Theway inwhichpodcaster’swritetheirpodcasttitlesandcaptionsisvery engagingandrelaxed.
For example Chole Vs The World which is another lifestyle influencer’s podcast, she has us used very engaging and community building lanagauge. ‘It’s the episode you ’ ve been waiting for, the three besties are back togehter’ ‘Different episode to what you ’ re used to’ both captions are showing that if you ’ re a loyal listener then Chloe feels like she doesnt have to over explain whothe‘besties’areitwilljustbeknowntoheraudience.
a t s o
Youtubewillactasthehomeforthepodcast,aswellasSpotifiy, YouTubewillhavethefullepisodesofthepodcasteveryweek. There’safewdifferentwaysIamgoingtoapproachYotubeasa platformformypodcast.
ThefirstwayIwillbemarketingmypodcastisbyutilisingYotubeshorts. IthoughtaboutonlypostingpodcastclipsonYouTubeshorts,however thiswouldn’tworkaswellduetothewaypeopleuseYouTube.Alotof thetimeYotubeisusedasabrowsingsite,consumerseithersearchfor exactlywhattheywanttowatchorthey’llbrowseonthehomepageof youtube.Thehomepagehasanarrayofcontent,howeveronlyatthe bottomofthepageiswhereYouTubeShortsislaidout.Asyoucansee thereareafewshortclipsbutthestyleofcontenttendstobeBTSand abetterinsighttobehindthevideo.Alotoftheshortsareadded contentfromthecreatorsuploadedvideo.
IwilluseYouTubeshortsasawaytoengagepeopletowatchthe podcast,byusingclickbaitcaptionsandalsoshowingthesetupofa podcastandalsoaBTSofwhatwe’llbetalkingaboutonthepodcast thisweek.
IwillalsobereplyingtoallcommentsIgetasIfeelthisisalsoagood waytoconnectacommunity.
Podcast collaboration
A podcaster who I feel is very similar to my style of content is a lovely womencalledMollyLomas.SheistheownerofapodcastcalledCuppa Chats which does exactly that, it is a space that offers positivity in all areas, inclusivity and self love. The chats Molly has are raw and honest, inviting guests on who fit her podcasts message of there’s light at the endofthetunnel.
IreachedouttoMollybackinFebruarytimeinthehopesshewouldbe allforcomingonthepodcasttobreakdownmylookswithmeasIfelt heraestheticandbrandstoneofvoiceiswhatIamafter.
Me and molly both work for ChloBo Jewellery and work closer together on projects and share the same values when marketing a product but also the same values in terms of our personal beliefs and what we standfor.
CALL SHEET
Location:Molly’shomestudioinAltrincham,Manchester.
Date:Wednesday3rdJuly.
Time:9am
Setupstudio:9-9:20am
Micandsoundsystemcheck:9.30-9.45am
FilmBTSofsettingupthestudioandwalkinginandbriefingMolly: 9.45am-10.15am
Startedfilmingepisodeone Introductiontothepodcast:10.30-11am
Checkfootageandsoundsystem:11-11.15am
Startfilmingthefashionbasedpodcastforthefirsteverepisode: 11:30-1pm
WRAPPED:1.15pm
Podcast pointers: EP1
behind my final images I didnt feel too nervous as I am very in tune with my brand message and actually get excited to talk about these subjects due to the possitveimpacttheyhadtomylife.
Having not done a podcast before and sitting next to somebody who is a pro at it is quite a nerve racking feeling, the only part I felt apprehension for was the introduction and worrying about how tot change conversation.Iknewoncewe started talking all of this would work out and it wouldn’t feel forced as that isn’tthestyleIwantedforthe podcast.
Podcast pointers: EP2
For the second episode I wanted to get into the nitty gritty. I knew these pointers would be really good conversation starters as myself and molly both are very intuitive people and always consider a variety of options. I also thought that these pointers are similar enough to each other that it won’t feel forced when moving onto the next topic it should just feel natural like we ’ re having a conversation. It was also important to me that we spoke about current pop cultural issues/trends/scandals as it ads a relateabilityaspectandalsoengages consumers as we ’ re speaking about thingsthatarehappeningcurrentday andgivingouropiniononit.
The podcast was a success, it really flowed and didnt feel forced in anywaywhichwastheaim.Ioringally had planned for two episodes, the first one as an introduction to Lucy’s Life Unscripted with a deeper meaning to each of my final major projectimagesandhowithasguided me on my journey. However, on the day I decided against it as I felt it wouldruintheflowthatwehadgoing and would be unauthentic to do so. Themajorityoftheepisodeis‘episode 2’stopicsastheyareabitmorejuice and more current to the times we ’ re in.
I set up a new Tiktok account to start fresh with the podcast content and I feel that it looks really well. As I mentioned earlier on in the report, I wanttopromotemypodcastontiktok using podcast clips that I feel are engaging and topics that will get the consumerthinkingtothemselves.
Asyoucansee,Instagramisthemain platformformarketingmyFMPasitis whereallimagerywillsit,alongwith raweditswhichIfeelisgoodtoshow asaninfluencer.
e f l e c
I couldn’t be happier with how the podcast went! Its success took me by surprise, especially since I had never done anything like this before or spoken about my life events in such detail to another person. Despite my initialnervousness,thepodcastflowedseamlessly.Ibelievethiswasdueto thenatural,chattydynamicbetweenMollyandme,aswebothenjoydeep conversationsandanalysis.
One of the key factors contributing to the success of the podcast was my decision to have pointers and topics to discuss without over-planning or writing a script. This approach aligned perfectly with my brand message, "Lucy’s Life Unscripted." The conversation naturally transitioned from one topictoanother,creatingagenuineandengagingdialogue.
We both wore ChloBo jewelry during the podcast to demonstrate the effectiveness of product placement marketing. We also discussed the concept of silent marketing, which aligns with our subtle promotional strategy.
Initially,Iwasconcernedaboutnothavinganymomentssuitableforsocial media clips. However, halfway through the podcast, I realised we had already created around four potential clips. Our open and honest conversationtouchedontopicsthatwouldresonatewithmyaudience.
Overall,thepodcastexperiencehasgivenmenewfoundconfidenceinfront ofthecameraandvalidatedthepowerofunscripted,authenticcontent.