Strategic Marketing Brief – Website Development

Initiative Title: Eyre Space Site Design

Brief Date: TBC Briefed By: Rachael Mollica

Briefed To: TBC

Brand Vision: Eyre Space gives you the confidence to choose the right product for your home.

Brand Mission: Our aim is to inspire and captivate your imagination to create your space into home by providing you with beautiful enchanted Manchester and homeware pieces from Eyre Space.

Brand Essence:

Establish and drive an operational excellence service across the Eyre Space e-commerce business to deliver exceptional Manchester and homewares combined with creating a memorable experience for our customers.

Brand Personality: Approachable, Light-hearted, community

Confident, Innovative, Inspirational

Strategies: Website Strategies:

Develop strategy & communications based on consumer insights Deliver communications & tools to help consumers Get Started Review our communications at every touch point on the Path to Purchase

& ignite relevant but dormant communications channels Focused content pillars (Colour; Inspiration; How-to) Enable and reward short-term loyalty

Business Strategies:

Capitalise on trend of ‘Improving’ not ‘Moving’ Strategy & communications based on consumer insights Revolutionise our communications at every touchpoint on the Path to

Purchase Giving people permission to do one thing at a time Clever solutions to simplify life Knowing the origin and heritage of one-off pieces

Success Defined (Retail Marketing 2015):

Brand (Eyre Space)

Unaided Awareness

AUS (↑ 0%) to 10%

Prompted Awareness

AUS (↑ 0%) to 20%

Performance (Digital)

Increase Web Traffic

↑ by 20%

(base 0 / month Jan 2015)

Usage of Colour Tool

↑ by 20% during Easter & Spring

Strategic Background:

Even in a world of digital word-of-mouth, most people looking for anything will still default to some form of search prior to purchase, whether it’s via Google or Facebook. This is not new news. The difference, is how brands use this search and ultimately their website to build better consumer interactions and influence the sales funnel. We can no longer resort to ‘online cataloguing’ of print collateral. As brands focus on social media, content marketing, mobile apps and more, we must re-focus the website as the digital embodiment of the brand.

What is the first true brand impression that people receive on our website? We need to think about all of the things consumers want on their path to purchase (APPENDIX 1). Are we being helpful? Or are we just doing things the way we’ve

1

always done them?

Eyre Space is Australian specialist retailer of Manchester and homewares.

Offering the most comprehensive range of Manchester and homewares from bed linen, bedding products, cushions, throws, homewares and wall art.

Our company offers unique level of customer service and product knowledge to our customers by creating our own designs and also sourcing products from artisans from local and global regions, showcasing traditional techniques combined with contemporary home furnishings that reflect the youthful outlook.

Our aim is to inspire and captivate your imagination to create your space into home by providing you with beautiful enchanted Manchester and homeware pieces from Eyre Space.

The idea is to share responsible passion for Manchester and homewares across a broad spectrum of people, cultures and ages.

Insights: They own their own home The older the individual, the longer the time spent at their current address:

o 47% of 39-59 year olds have been at their current address for more than 10 years versus only 13% of 25-39 year olds

They’re progressive and see the benefits in using technology to make their life better

How their home looks is important to them, but decorating doesn’t come naturally…often challenged in bringing a design idea to confident fruition

Majority of Australian consumers find it hard to choose colour - they find it to be daunting and there is this “feeling of permanency”

Consumers are going online to seek colour inspiration. It’s hard to visualise what the colour will look like in their own home. There

are tools available to visualise colour in one’s home, but they are not very easy to use and often times cause frustration

The most popular colours are neutrals as they are seen to be bullet proof solutions

Bringing people together - community spirit Media consumption - read more mainstream design magazines, watches

reality TV design shows 2.1 million Australians are home owners 1.07 million Australians are home owners with children at home 726,000 Australians have renovated in the past 3 months 522,000 Australians have a household income of $100,000 plus

(source: emmaTM conducted by Ipsos MediaCT, 12 months ending July 2014 )

A change in demographics – an increase in:

- single person households - blended families- extended families living together- children staying at home longer, boomerang kids who have left home and

now returned- grandparents staying in the home longer

(source: RoyMorgan 2000 – 2014)

- Australia is one of the fastest growing single household countries in the world.

(source – OECD (2011) The Future of Families)

2

The Opportunity: To start thinking about a truly customer-centric website (instead of business and brand-driven) and re-imagine it to become the powerful engine of business that it truly can be.

1. Inspire me (colour tool)2. Help me BLOG (how to)3. Engage me – BLOG (content)4. Recommend me (product)5. Guide me (store)

Channel Specific Objectives/KPIs:

Increase website traffic by 20% Increase time on site by (TBA) Improve SEO rankings by (TBA)

Target Audience: People aged 29-59 years oldPrimary: 25-39 years old, first home owners, likely to sell within 5 years – looking for ease & convenience, valueSecondary: 36-59 years old, second home, unlikely to sell until 10+ years – looking for superior quality and lasting performance The older the individual, the longer the time spent at their current address:

o 47% of 39-59 year olds have been at their current address for more than 10 years versus only 13% of 25-39 year olds

Geographical Focus:

Australia only – national.

Timings: Briefing: July

Design Sprint: July – August

Agency Response: August

Full Executional Review: August - September

Campaign Live: September

Budget: TBC

Above includes all Production, testing & deployment

3