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PROJECT EVALUATION


PROJECT EVALUATION I SIRE’S CROWN

BRAND MISSION Our goal is to revolutionize eyewear, be a sustainable and eco-friendly business with truly eco-friendly glasses, and plant over 100,000 trees this year through our good friends at "Trees for the Future."

BUSINESS GOALS

~200% increase

in USA & Latin America

by 2014

Quality Built

Wooden Eyewear

traffic

70% social

Sunglasses & RX Lenses

by community building and referrals COPYRIGHT 2013 - ZO! CREATIVE I PAGE 2


PROJECT EVALUATION I SIRE’S CROWN

RECOMMENDED TARGET AUDIENCE

45%

55%

MALE FANS

10% 25% 40% 15% 5% 5%

13-17 18-24 25-34 35-44 45-54 55+

HOUSEHOLD

75K+ HOUSEHOLD

FEMALE FANS

10% 30% 35% 15% 5% 5%

13-17 18-24 25-34 35-44 45-54 55+

INTERESTS

LOCATIONS

outdoor activities, surfing, snowboarding, running, beach, road trips, hiking, creativity,

museums, painting, attending concerts, writing music, art

and nature, eco fashion

He sees a market saturated with styles and choices, and is drawn to the items that are not monotonous.

United States Latin America Canada

He hears about eco friendly, creative, and new RX brands and styles. Listen to the quality assurances of a product or brand, and is concerned that he is getting his money’s worth, but price is not the primary motivator.

AT T I T U D E S

He likes for the items he wears to have a meaning. His philosophy when shopping is, if you’re going to spend the money, why not understand what you’re spending it on

He will shop around for the right product and deal. If he has a question about a brand or a product, he will not hesitate to ask questions and search until he finds them.

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PROJECT EVALUATION I SIRE’S CROWN

SWOT ANALYSIS

SWOT

strengths

weaknesses

opportunities

- Existing Customer Base & Knowledge of Attitudes

- Lack of Story and community lifestyle, no real word of mouth as result

- Turn existing customers into active advocates, being part of the Sire’s Crown growth.

- High Price Point vs. Low Brand Value

- Brand Value+Quality can justify Price.

- RX Lenses thru Wooden Glasses - Not just Eco-friendly but Eco Active - Unique Wood Design for almost each customer - Dedicated Customer service (very personal). - Celebrity Endorsements - Successful & Steady growth

- No mobile strategy, Website not valuable to Brand - Low Engagement across social networks - Bad SEO = Site can’t be searched - Content/Video Marketing Needed

- Artist Program drives Attention

- Brand Voice Unclear

- Product is Secure, Successful, of Quality. Timeless.

- Creativity in product but not in Communication/ marketing.

- Sire’s Crown HAS Stories, Cause, Content, Emotions to Share. - Upcoming get LA.ID Sub-Business as Fun Campaign. Drive even more attention to Wooden Glasses.

threats

- Sunglass market over saturated. Wooden Sunglasses is a niche though. - Lower price points from some competitors. - Adapting to change in Tech/Marketing in timely manner. - No Mobile strategy in place for 2013. - Fulfillment on Big Orders

- Content/Social Strategy will reduce CRM time/cost. - Trending Wooden Eyewear for RX Communities/ Opticians. - Online Features to Enhance Shopping Experience.

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PROJECT EVALUATION I SIRE’S CROWN

MARKET & COMPETITORS ANALYSIS

12K LIKES

29K

730

LIKES

FOLLOWERS

3.6K

2009

FOLLOWERS

FOUNDED

2009

FOUNDED

Oddly low ratio considering ‘Likes’. Unlike with other brands in the same space, Capital Eyewear does not seem to get any complaints about broken or ‘need to be replaced’ sunglasses; along with assurances that shipping will virtually never result in a defunct product. 1K

LIKES

21K LIKES

4K

FOLLOWER

2010

FOUNDED

Overall social media presence is exceptional, but could use more work across almost every platform. Great with customer interaction, when solicited, and portraying the brand in a very specific yet unique and fun way.

250

2007

FOLLOWERS FOUNDED

Lot of complaints about slow customer service and a lot of breaking glasses/ wallets. Features some power players such as Snoop Dogg and Beyonce wearing brand. Not exclusively an eyewear company, though it is the staple w/ price point around $120.

Overall, online and social media presence is completely incongruous to ‘real-world’ presence. Tons of features in major magazines and on A-List celebs, but does not get the online traction that brands with far less endorsement receive.

12K LIKES

3.2K

FOLLOWERS

1996

FOUNDED

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PROJECT EVALUATION I SIRE’S CROWN

KEY MESSAGES E a ch a n d e v e r y f r a m e i s d u r a b l e , h a n d c r a ft e d and unique, just for you.

Uniqueness at first glance! B u y i n g a p a i r o f S i r e ’s w o o d e n g l a s s e s h e l p s p l a n t t h o u s a n d s o f t r e e s e a ch y e a r !

SOCIAL MEDIA GOALS MONTH 1, 2 & 3

Develop Brand Voice and Deliver Message w/ Content Strategy and Production

MONTH 4, 5 & 6

Build Database of Social Advocates to increase authentic word of mouth

Activities will include web design, development, social media, community mgmt, writing and measurement.

200 % SOCIAL ROI MONTH 7, 8 & 9

Activities will include media outreach, social media monitoring, community mgmt, social app development, design and measurement.

Lead your market with cutting edge campaigns Activities will include strategy planning, design, audiovisual production, application development, testing, framework monitoring, measurement analysis, content writing and digital pr.

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PROJECT EVALUATION I SIRE’S CROWN

TACTICS & PERFORMANCE METRICS

a goal is a dream with a deadline...

and we’ve got metrics to measure its success. MONTH 1,2,3

METRICS

Strategy Planning, Brand Voice & Content Strategy

- Document + Feedbacks

Rebranding of Social Accounts and Setup of Analytics Software

- Fan Feedbacks

Daily Social Media Monitoring/Training (Interactions, Analysis)

- # Talking about this

Writing and Posting of SEO Friendly Articles (4 per month)

- % Referral Traffic + Time

New Website “Sire’s Crown / LA.ID” - Design + Development

- Deliverables

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

- Document + Design

MONTH 4,5,6

METRICS

Development of Influencers and Advocates Database

>50 Retweets or Mentions

Content Research, Optimization and Design

- Engagement Rate %

Daily Social Media Monitoring/Training (Interactions, Analysis)

- # Talking about this

Advocacy Program Management + VIP Member Email Communications

- # Email subscribers

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

- Document + Design

Media Outreach thru Creative Guerrilla Ads

- # of UVs, %Referral Traffic

MONTH 7,8,9

METRICS

Strategy Planning and Creative Brief

- Document

Design and Development of Social Contest Template

- Deliverables

Monitoring of Campaign (NorthSocial)

- Social $ Revenue

Writing and Submission of Press Release + Blog Outreach

- # talking about this

Video Production and Editing

- # of views and # shares

Campaign ROI Analysis and Stats Report

- ROI Change

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PROJECT EVALUATION I SIRE’S CROWN

BUDGET &TIMING

With ZO! there’s no rehearsals, you only Pay for Performance!

MONTH 1,2,3

Hrs

$/Hr

Amount

Strategy Planning, Brand Voice & Content Strategy

10

$50.00

$500.00

Rebranding of Social Accounts and Setup of Analytics Software

6

$50.00

$300.00

Daily Social Media Monitoring/Training (Interactions, Analysis)

24

$50.00

$1,200.00

Writing and Posting of SEO Friendly Articles (4 per month)

12

$50.00

$600.00

New Website “Sire’s Crown / LA.ID” - Design + Development**

30

$75.00

$2,250.00

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

6

$50.00

$300.00

Base Pay (25% Deposit) - Due Day 1

$1,287.50

Performance Pay* - Due Day 30

$5,407.50 TOTAL MONTHLY FEE

MONTH 4,5,6

$6,695.00

Hrs

$/Hr

Amount

Development of Influencers and Advocates Database

30

$50.00

$1,500.00

Content Research, Optimization and Design

6

$50.00

$300.00

Daily Social Media Monitoring/Training (Interactions, Analysis)

24

$50.00

$1,200.00

Advocacy Program Management + VIP Member Email Communications

12

$50.00

$600.00

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

6

$50.00

$300.00

Media Outreach thru Creative Guerrilla Ads

12

$50.00

$600.00

Base Pay (25% Deposit) - Due Day 1

$1,125.00

Performance Pay* - Due Day 30

$4,725.00 TOTAL MONTHLY FEE

MONTH 7,8,9

$5,850.00

Hrs

$/Hr

Amount

Strategy Planning and Creative Brief

20

$50.00

$1,000.00

Design and Development of Social Contest Template

20

$75.00

$1,500.00

Monitoring of Campaign (NorthSocial)

12

$50.00

$600.00

Writing and Submission of Press Release + Blog Outreach

12

$50.00

$600.00

Video Production and Editing

30

$75.00

$2,250.00

Campaign ROI Analysis and Stats Report

12

$50.00

$600.00

Base Pay (25% Deposit) - Due Day 1

$1,637.50

Performance Pay* - Due Day 30

$6,877.50 TOTAL MONTHLY FEE

*Performance pay calculated as remaining balance of total amount due and a 30% interest rate. ** Development may require extra cost, based on scope of project.

$8,515.00

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PROJECT EVALUATION I SIRE’S CROWN

ASSOCIATED ACTIVITIES MONTH 1,2,3 Questionnaire Answers Access to Visuals Social Accounts Server Access Focus Group Access to Analytics

MONTH 4,5,6

MONTH 7,8,9

Focus Group Access to Visuals Server Access Access to Analytics Cision Software + DB List Marketing Budget & Team

Access to Existing Database Access to Online Store Focus Group Sales Management Social Accounts Marketing Budget & Team

RISK ANALYSIS

Lack of Control

Customers Responses

Confidential Information

Negative Comments

Social Fraud

Probability: 2

x

Severity: 3

Score: 6/25

Actions: Establish clear policies that dictate what can and cannot be shared. Create the capability to capture and log all communications.

Probability: 1

x

Severity: 4

Score: 4/25

Actions: Make sure staff can handle traffic associated with social media presence. Create notice with clear timeline for responses.

Probability: 3

x

Severity: 2

Score: 6/25

Actions: Have HR establish policies and awareness training so employees & vendors do not share company info.

Probability: 2

x

Severity: 4

Score: 8/25

Actions: Create Guidelines for all employees and vendors to respond properly and create positive reputation control.

Probability: 1

x

Severity: 3

Score: 3/25

Actions: Very minimal but if occurs, company needs to be informed and take proper actions. Specifically with referral links or affiliate partners.

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Edwin Yu CHIEF OPERATING OFFICER

edwin@zo-creative.com

+1 626.230.7487

2360 CORPORATE  CIRCLE  STE  400    I    HENDERSON,  NV  89074-­‐7722      INFO@ZO-­‐CREATIVE.COM    I    800.660.6928    I    WWW.ZO-­‐CREATIVE.COM

Sire's Crown - Brand Evaluation  

Sunglasses, glasses, all kinds of lenses and prescriptions, and just pure style. Prescription friendly, Eco-friendly, and unique =)