CampaignStrategyfor
HEMPSHAK
781HigueraSt,SanLuisObispo|(805)543-0760
PreparedbyMandarinMarketing
ABOUTUS
MEETMANDARINMARKETING
VanessaBelk Manager
UserInterface/UserExperience
Favoritecrystal:Bluelaceagate
SarahKelly
DataManager
DesignReproductionTechnology
Favoritecrystal:Selenite
ZoeWoomer Marketing
GRCManagement
Favoritecrystal:Tiger’seye
AbbottSwanson Designer
DesignReproductionTechnology
Favoritecrystal:Fluorite
CLIENTBACKGROUND
CLIENTBACKGROUND
MetaphysicalSupplierandGiftShop
Ageofcompany:6years
Hemp&Eco-FriendlyClothing&Accessories:
CBD,LocalArt,Crystals&Unique HandmadeItems.
CHALLENGES
● Awareness
○ Nowebsite
○ Notinaveryvisuallocation
● Personalizedproducts/marketing
● Establishreturningcustomerbase
MOODBOARD
Font ideas:
This is a font
This is a font
Thisisafont
This is a font
This is a font
This is a font
This is a font
This is a font
CAMPAIGNGOALS
OBJECTIVE1
AttractNewCustomers
BaselineMetrics:30,000SanLuisObisporesidentswillreceiveourpostcard eitherbymailoratFarmers’Market
CollectedMetrics:QRcodescanconversionrate
KeyPerformanceIndicators:2%ROIgenerates600newcustomerswiththis campaign
OBJECTIVE2
RetainCurrentCustomers
BaselineMetrics:70%ofourtransactionsarewithcustomersthatcomeinonce everycouplemonths
CollectedMetrics:Useloyaltyprogramtocollectdataonreturningcustomers
KeyPerformanceIndicators:Increaseourreturningcustomerbasefrom30%to 50%
OBJECTIVE3
IncreaseSales
BaselineMetrics:Monthlysalesaverageataconsistent$25,000
CollectedMetrics:Comparingmonthlysalestoanaveragemonthlysales
KeyPerformanceIndicators:Increaseinsalesby8%
OBJECTIVE4
UseLoyaltyProgramtoTurnOne-TimeCustomersinto Returning
BaselineMetrics:70%oftransactionsarefromonetimecustomers
CollectedMetrics:Trackingredemptionsofloyaltycoupons
KeyPerformanceIndicators:Decreaseto50%
WORKFLOW
=DataCollection
PERSONAS
DATA
DATACOLLECTION
EmailCollection:QRcodeonpostcards/handoutsleadstoalandingpagewitha pop-upencouragingviewerstosignupforemailstoreceiveacoupon
CouponRedemption:Ifcouponisredeemed,customersareaddedtotheloyalty program
INITIALSURVEY
Tocollect customers’basic contactinfo
INITIALSURVEY(CONTINUED)
Segmentingquestion
Selectionwillbeusedto determineimagesin marketingmaterials
Segmenting(topto bottom),GiftGiver, CollegeStudent, MetaphysicalBeing.
If‘others’,segment: GiftGiver
SECONDARYSURVEY
Incentivetofill outsurvey
Birthdaywillbeusedfor horoscopemarketing andbirthdaydeals
Homeaddressfor mailedmarketing
AWARENESS
INITIALMAILER
Variablename change
Cohesive background/ logoandfonton allbranding
Incentivetofill outsurvey
Linktoinitial survey
Variableaddress frompurchased data
CONSIDERATION & ACTIVATION
LandingPage
EMAILAFTERCOMPLETEDSURVEY
NURTURING
HOROSCOPEEMAILS
PERSONALIZATION
Horoscope
Incentiveto referafriend
Name
ZodiacSign
ZodiacSymbol
EXPANSION
MetaphysicalBeing:
Variabletarot cardfaceimage foreachsegment
Customernamefor personalizedtarotcard
Discount%dependenton segmentandpredicted storefrequency
Customername andaddressfor mailerinformation
