Justin Ashley, Michelle Carignan, Tricia Grudens, Jillian Koehnken & Julia Kohn

What is Casper?

Executive SummaryCasper is an e-commerce company specializing in the sale of

mattresses online.

One mattress, one set of sheets, one pillow.

Big name Investors

2013-Today

“Casper”- The Name

AgendaCompany Research

Analysis and RecommendationsSEO & SEM

Website

Social Media

Email

Budget recommendation

SWOTStrengths

Convenience factor

Free shipping/returns/100 night trial

Good for the environment

Easy bed-in-a-box packaging that has turned into a unique “experience”

Weaknesses

A “one-size-fits-all” business practice

Only 3 showrooms to test out products

Company founded in April 2014, no strong brand loyalty as of now

Not very cheap- lowest mattress price $500

SWOT cont.Opportunities

Open more physical locations

Expand into international markets

2014 startup company→ room for larger brand awareness/loyalty

Room for more investors

Threats

The amount of other high-quality competitors

Difficult economic conditions

Only dependent on customers from the US and Canada

Competitor Analysis

Main Target MarketCelebrities posting

25-30 years old

Most individuals are moving into new homes

Based on retargeting techUses mobile devices access

instagram/ facebook. Always on the go.

SEM & SEO

SEO Strengths & WeaknessesBlog Posts

+ Frequency

+ Keywords

- Missing key elements

- Poor length

Website

+ GTmetrix 85% Site speed score & 78% Yslow score

- Image dimensions & redirects

Backlinks

- Number/Amount

Search RetargetingMediamath.com

Third party extension

Very strong strategy

Ex) Uses Instagram and Facebook

Utilizes their on-the-go target market

SEO RecommendationsBlog Posts

Add H2 tags, bulleted lists, meta descriptions, and tags

Increase the length of each post by 250 words

WebsiteHeight & Width elements

Limit new sites, broken URL’s, A/B testing of a new webpage to limit redirects.

Backlinks Backlink Building

Create more Value

Associate yourself & partner with other companies

Engaging videos

SEM- Paid SearchSearch ‘Casper’

First paid search that comes up

Includes sitelinks extensionsAdded customer reviews

Used to be the dream team

Quality scoreClick-through rates: ranks 4,319

for their traffic

Paid ads are relevant to the brand

Landing pages: brings viewer to Casper’s homepage-not always effective

Ad groups & KeywordsAd Group: Matress

Best mattressBest mattressesCheap matressCheap matressesMatressMatress firmMatresses

Ad Group: MattressBetter sleep mattressCaspers mattressMattress companiesMattress in a boxMattress retailersMattress startupSleep mattress

Ad Group: PillowBest pillow for side sleepersBest pillows for side sleepersCasper pillowPillow for side sleepersSide sleeper pillow

SEM Recommendations 1. Bid on the ad groups/keywords listed previously.

Competition is high, if quality score is strong, Increase trafficBrand awareness to their target audience.2. Increase Quality Score:

Lacked relevant landing pages. Advise changing keywords searches to a more relevant page

Reducing clicks

Website

SummaryIntuitive and accessible

Strategically organized

User-friendlyTop tab is static, ideal for scrolling

Shopping, Product Testing, Reviews, Customer Service Chats, and FAQ

Proper Care and Troubleshooting

Returns

Giving back to the community

Financing

Refer-A-Friend Rewards Program

Current Functionality

Features reviews on top tabMost reliable

Clear call to actionClick to call

“See the product” as a blue button, against gray background throughout each page

Attentive staffChat window

Quick and friendly

Nice use of animation to attract attentionGraphics showing bed

Current FunctionalitySite features videos

Watch how mattress, sheets and pillows are made

Test the mattress in select locationsFeatures carousel with pictures of the apartment in each locations

Picture sets the scene for both day and night

FAQ page sorted by product and functionalityDrop down menu for maintenance, problems use, cleaning, shipping and

accommodations

Quality PromiseTry out the product for 100 days

If you don’t like it it will be donated to local charity

AccommodatingFinancing program as a payment plan

Refer-A-Friend program of $50 off and $50 gift card

Third Party Extensions 17 extensionsHeap analyticsCloud spongeSift science PingdomCloudfareCloudfront: is another delivery

network

Google commerceMediaMath

Olark doubleclickkeyweeOptimizelyImgix Extole Converto Google tag managerSegment

RecommendationsAdditions to Navigation Bar

Include social icons

Customer reviews

Product Return site

Currently has very clear instructions

“Try the Product” tab

“Make an Appointment” via drop down menu

Reviews TabSeem ingenuine

All 5 Stars then terrible review, sorted chronologically

Should showcase its reviews in popular publications

The New York Times and The Huffington Post

Distinguishes credibility

Social Media

Social Media Basics 85.5% of millennials (ages 18-49) use social media regularly

Houzz

Twitter→ 40.1K followers

Facebook→ 215.1K likes

Pinterest→ 2.6K followers

Instagram→ 25.9K followers

LinkedIn→ almost 2K followers

YouTube→ 467 subscribers Great for millennials

“Unboxing”“YouTube mega-trend in which consumers film themselves opening

everything”

Featured on Instagram accounts of celebrities like Kylie Jenner, Kat Graham, Emmy Rossum, and Ashley Greene

Shows prospective customers a lot about Casper

Various Campaigns“The Nap Tour” (4 months, 7 cities)

Valentine’s Day (Twitter)

Labor Day (Uber)

‘Casper in the Wild’

What They’re Doing Right They answer you!

Main goal is to form relationship with existing/prospective customers, not make an immediate sale

Search retargeting Paid social media

RecommendationsIncrease brand engagement Facebook Augmentation/more paid social media Create more questions on social media sites for followers

to answer and/or comment on Create more shareable videos and “listicles” Make better efforts to create relationships without

marketing to people

Email

What they’re doing rightCasper sends out regular emails

Spaced out every 2 - 4 days

Variety of content

“Snoozeletter”

Access via the website

Layout & design

Sign-up Recommendations● More clear location to sign-up for more information

● This is a way to sign-up for their emails

More RecommendationsTimeline of “Snoozeletter”

Blog content via email

Message disconnect

Budget & Our RequestRelies on WOM

Spends little on advertising

Making about $75 million 2015

Taking 10% of revenue = $7.5 million for advertising