Social Media Marketing Plan COMSTRSAT 563 Professional Digital Content Promotion Chirine Hamdan

2015

Table of Contents

Executive Summary/Overview………………………………………………………..3

Goals

Social Media Presence………………………………………………………….……..4

Competitive Analysis………………………………………………………………….5

Strategies……………………………………………………………………..……….6

Target Market……………………………………………….………………..……….6

Tools & Implementation

Branding research (logo/name survey results)…………………………….….9

SWOT Analysis……………………………………………………………...13

Wireframe(s) ………………………………………………………………..14

Final website………………………………………………….……………..14

Monitoring & Tuning………………………………………………….…………….15

Budget & ROI………………………………………………….……………..……..15

Disclaimer: Chirine Posh is a fashion brand created for the purpose of this social media

marketing plan.

Executive Summary/Overview

Chirine Posh is a contemporary fashion line that is a mix of classy casual pieces with exquisite

touches. The line combines traditional and modern designs to give the target audience a unique

experience. Moreover, the fashion line has a wide range of clothing and accessories options.

Nevertheless, Chirine Posh is a destination for all the ladies looking for stylish designs and

unique prints. The company is all about connecting the west by the east through fashion and

design. Nonetheless, the founder and social media manager for Chirine Posh is Chirine Hamdan.

The core customers for Chirine Posh are 20-35 fashion lovers’ females who are trend setters and

are highly active communicators and are passionate about their choices. Chirine Posh aims to

understand the target audience and join the conversation with them in order to keep offering

them the fashion options they desire. Chirine Posh plan is to start selling its products online and

then transitioning within a year to offline by opening up its first boutique store in Los Angeles,

CA.

The brand’s social media goals are as follows:

Raise awareness about Chirine Posh

Build excitement around Chirine Posh designs

Work with influencers such as fashion bloggers to increase word of mouth

Increase website traffic by 40% within the first year of launch

Increase the conversion rate by 30% within the first year of launch

A list of strategies and tactics will be implemented in order to achieve the above goals. This plan

will include the social media efforts along with how the brand aims to monitor and track these

efforts. Also, a detailed budget will be included to give an overview about the scope of the brand.

Social Media Presence

Chirine Posh started with a Facebook and a Twitter account as an initiation point for its social

media activities. The brand plans to be present on Instagram in the future along with effective

blogger outreach activities. Chirine Posh aims to post regularly so that it starts on top of mind.

The social media platforms main goal is to promote Chirine’s Posh products along with building

a reputable brand name in the fashion industry. Also, as a method to connect with the target

audience, the brand will be sharing/posting general lifestyle topics and fashion/beauty tips. The

below social media networks were started in end of October of 2015.

Twitter: https://twitter.com/ChirinePosh

Facebook: https://www.facebook.com/ChirinePosh/

Competitive Analysis

Fashion Line/Brand Name TBD

OVERVIEW: My brand offers a

mix between western and eastern

design taste that can cater

individualistic needs that want to

stand out.

http://chirinehamdan.wix.com/c

hirineposh

OVERVIEW: ASOS is a global

fashion destination that sells

cutting-edge ‘fast fashion’ and

street styles. The company sells

over 80,000 branded and own-

brand products through its digital

presence.

http://www.asos.com/

OVERVIEW: H&M’s offers contemporary sustainable

fashion for all at an affordable price.

http://www.hm.com/us/

Additional value:

The consumer buying from my

brand will be following the trend

yet staying classic. Uniqueness

and mix of patterns will be

apparent in all designs which will

make the consumer feel special.

Additional value:

The consumer from ASOS feels

like a trend setter and an

influencer due to the unique

pieces that ASOS holds.

Additional value:

The consumer buying from H&M will feel like he/she

wearing a nicely designed piece yet not hurting the

budget.

Details:

The sole designer of the brand will

be me, Chirine Hamdan. The

pieces of my fashion line will be

present in an online boutique,

then spread in the market to

retailers and then available in my

own store. For the digital

presence, my brand will be

delivering to all around the world

but will exclusively target the west

coast market.

Details:

ASOS delivers from their

fulfillment centers in the UK, US,

Europe and China to almost every

country in the world. Thus, they

have a global reach. The brand

also tailors the mix of own-label,

global and local brands sold.

Details:

There are H&M stores in 59 markets worldwide, and

online shopping in 21 countries.

Cost:

My brand will be affordable

where in the average cost per

piece will be $30.

Cost:

ASOS is pricey and they have a

wide cost range that can reach

hundreds of dollars

Cost:

Very affordable aiming to reaching individuals across

various incomes

Strategies

In order to achieve the goals mentioned in the executive summary, Chirine Posh will implement

aggressive strategies in its campaign throughout the first year.

Chirine Posh will be listening to the web to know what’s being talked and will use these

social media platforms as a market research

The brand will be optimizing influencers and bloggers to reach the target audience

Connect and create a community with the target audience through informing them about

inside scoops, massive sale events, and new upcoming products

Build a community of fashion enthusiasts by regularly posting new posts and engaging

with Chirine’s Posh followers

The brand will also be considering online advertising on social media platforms+ ads on

fashion websites

Post content that is an interest to the target audience on Chirine’s Posh Facebook and

Twitter page twice a day

Setup a giveaway content on Chirine’s Posh Facebook and Twitter page once a month

For Twitter specifically, Chirine Posh will be retweeting relevant posts to the brand and

use relevant hashtags such as #Style #Fashion #ChirinePosh

Respond to questions and engage with the target audience

Cross marketing between Facebook and Twitter

Target audience

The target audience for Chirine Posh is educated women ages 20-35 who are looking for unique

fashion pieces that are classy and express a character. These women are determined,

independent, and are open to new ideas. They live in big cities and have a continuously busy

schedule. Although they love the city, spotlights, and everything modern, yet they still love

vintage pieces and have a passion for traditions. Below are the brand target personas:

The Multicultural; Maha Sadek

Age: 20

Profession: Student at Washington State University

Future profession: Lawyer

Location: Seattle

Relationship: Single

Traits:

Bilingual

Into fitness and health

Middle income, loves to splurge when possible

Traveler

Prefers shopping in stores than online

When it comes to fashion, Maha goes for the classic yet special cuts and designs

Foodie, loves testing out new restaurants and supporting local businesses

Daughter of two immigrant parents in the U.S.

The Rising Professional; Nancy Duarte

Age: 27

Profession: Advertising Senior Account Executive at TBWA

College degree: Bachelors in Mass Communication and Masters in Art

Location: Los Angeles

Relationship: Engaged and bride to be

Traits:

Loves mixing and matching colors and patterns in her clothes

Passionate about everything she does

Humanitarian

Sociable and a popular bee amongst her friends

Mixes between shopping in stores and online

Adventurist and willing to try new challenges

The Fashionista; Christine Huang

Age: 33

Profession: Interior designer by day and fashion blogger by night

College degree: Bachelors in Interior Design

Relationship: Married, mother of two

Location: Los Angeles

Traits:

Spends her weekends exploring the city and in art museums

Shops online mostly for clothes and fashion items

Can’t live without her iPad and iPhone

Gets on the latest trends whether on fashion or tech

Always stands out in her fashion choices

Loves attending tea parties and brunches

Tools & Implementation

Branding research (logo/name survey results)

Here are the logo options I had:

Name: Chirine

Logo: Please see below

I used this logo in a previous course, please see this link

https://chirineblog.wordpress.com/2014/10/10/final-logo/. The logo has my name in both English

and Arabic. And since my fashion design is all about mixing styles of the eastern and western

culture, I believe this could fit perfectly here. Also, I’ve expressed desire in having my name

{Chirine} in the brand logo and name; therefore, this logo is a great option.

Name: Chirine’s Closet

Logo: Please see below

Name: Chirine Posh

Logo: Please see below

Survey:

http://chirinehamdan.polldaddy.com/s/brand-names-logos

Based on the above results, Chirine Posh gained the most likes from the survey participants.

SWOT Analysis

Strengths:

New brand that has a lot of potential to grow and is new to consumers

Price point as my fashion line offers affordable options/ $30+ average cost per piece

whether clothing or accessories/Competitive pricing

I’ll be the only designer at first which means full control over production and

implementation of my brand’s mission

The Brand offers exquisite taste and unique selection of custom fashion items

The brand gives a fresh spin and a viewpoint on different cultures through design

Weaknesses:

New to the market that have well established brands

The stores that will eventually carry my fashion pieces might not display them the way I

want

I will be the sole designer for the brand which means a lot of pressure to meet the demand

and several trial and error

Opportunities:

The market doesn’t have currently a brand that both represent the western and eastern

cultures

The market has potential for niche products

Opportunity of opening up my own boutique and going to international markets

Recruiting different designers that can give the brand a different taste

Threats:

Economic instability

Established brands presence/Intense competition

Fashion rapidly changing and evolving which can give the brand additional costs

Rising cost in materials and fabrics

Wireframe(s)

Final website

http://chirinehamdan.wix.com/chirineposh

Monitoring & Tuning

Chirine Posh will be monitor brand reputation and industry trends through the relevant keywords

such as “Style” “Women” “Fashion” “Chirine Posh” “Designer”. The brand will keep a close eye

on how the target audience searches for new fashion designs so that Chirine Posh can adjust its

advertising spending accordingly. Moreover, Chirine Posh will measure the number of likes and

followers on its social media platforms month by month so that it can measure any improvement.

While the brand do cares for the number of likes, it will place more importance on measuring the

conversion rate from these social followings. For example, Chirine Posh will post weekly special

coupons on its Twitter page exclusively to see who’s coming from Twitter and using these

coupons on the website.

KPIs for the next year:

50% growth in the number of Facebook and Twitter following

40% growth in the number of likes and retweets

30% increase in conversion rate

40% growth in the number of visitors to the website

Chirine Posh will be using these tools to facilitate the process:

Google Alerts

Google Analytics

SocialMention

Google Trends

Hootesuite

Budget & ROI

The below budget represents the amount that will be needed for the first year of Chirine’s Posh

launch to the market. Throughout the first year, Chirine Posh social media community manager

will be the brand’s creator – Chirine Hamdan.

Amount to be spent on social media tools and

digital spending (advertising spend/PPC)

$5,000

Amount to be spent on content creation such as

photo shoots of products, and copyediting

$5,000

Total $10,000

The above budget will be adjusted as needed in the second year and we will be welcoming a

social media specialist to handle the brand’s reputation on its social media platforms. Through

the above strategies, the website traffic will increase and thus the sales which will result in a

greater return on investment.