Ground Zero
Sho Fairy is a new company who is just beginning to find its own voice in the digital world. Therefore, we are going to begin to have a presence on new social media outlets. This means that for the first time Sho Fairy will be working to gain followers, awareness, and visibility in a busy marketplace. These measures will be accomplished through an effective digital strategy that will help us develop the brand by laying out objectives, tracking our success through the coming months and years, selecting a target audience, and developing a big picture plan.
Objectives
When laying out Sho Fairy’s objectives the team wanted to strive to make them specific, measurable, achievable, realistic, and time bound. The primary objective will be that when Sho Fairy begins its social media presence it will result in an increase of followers by 20% by May 1, 2020. The first secondary objective will also help the company achieve further success and it is to increase brand awareness among the public by 25% by May 1, 2020. The last secondary objective will be to increase online sales by 15% by May 1, 2020. These objectives were carefully created in order to positively impact the center of the business and show us what we expect to achieve through our work.
Key Performance Indicators
One of the most important things to remember when setting objectives for Sho Fairy is that we must also measure our progress and success in order to properly track our digital strategy. This way the team is able to know when:
- we are doing something right
- or when a change needs to occur along the way
The primary objective will be that when Sho Fairy begins its social media presence it will result in an increase of followers by 20% by May 1, 2020. This objective has to do with building a larger audience for the brand. The KPI that will be used for this objective is the total number of followers on each different social media platform. Another important metric will be website visits. Using these metrics, we can better track the success of our first objective.
The first secondary objective is to increase brand awareness among the public by 25% by May 1, 2020. Here, the five KPIs that will be essential to its success are the number of clicks, likes, comments, mentions and shares that our posts gets. These metrics help Sho Fairy track the engagement of our posts which leads to further brand awareness among the public.
The last secondary objective will be to increase online sales by 15% by May 1, 2020. The KPIs that are important metrics for the last objective are total number of purchases and number of returns.
Big Idea
At Sho Fairy, the most important thing about our brand and our big idea for the digital campaign is promoting inclusivity by bringing out your inner sparkle through our diverse shoe designs. This broad picture will serve to unite both our marketing and advertising efforts in every channel that we are using. One of the most important factors of this digital strategy is consistent messaging throughout every channel that our team uses along with promoting this overarching theme of inclusivity and sparkle. The consistency of our messaging will ensure that our audience is really being exposed to exactly what we are telling them which is critical in an oversaturated digital world.
At Sho Fairy we have developed the unique insight that the shoe market is not as diverse as it may seem in regards to meeting the needs other than the typical standard of beauty. It has been decided over time that tall heels are tailored more for younger women while short heels are for the older population. We have uncovered that there is a need for more diverse options for heel heights to meet people’s health, comfort, style, and occasional needs. For instance, young women who suffer injuries do not want to sacrifice fashion along with the height of their heel. If they are having to wear a short heeled shoe they still want it to represent them. This meaningful insight helps our big picture develop an emotional connection to the public.
This insight has pushed Sho Fairy to create a solution with our products. We work to create products to fit a wider variety of needs among consumers of women’s heels. This connection helps add to our big idea of bringing out your sparkle through our diverse shoe designs. I think that this idea is universal enough to resonate with a lot of different people. Therefore, our one-liner to represent this big idea is, “Bring out your inner sparkle through diverse design.” This tagline serves to make people feel special and like they are worth it. The implementation of it should focus on bringing out the best in our clients through our shoes. This is because Sho Fairy provides them with more options than ever before to fit their unique needs. For instance, our wide variety of shoes and the immense variety of heel heights that they are offered in include everyone. What this means to the team at Sho Fairy and our marketing and advertising efforts is that everyone deserves to sparkle.
Targeting and Platforms
At Sho Fairy, our ideal target is women looking for a more diverse shoe experience because of their personal needs. For instance, we are targeting the young women who need short heels for work, injuries, comfort, while still helping them achieve the look and style they desire. We are also targeting the older women who like higher heels but need more options that give them comfort, support, and style.
The next factor to examine, is how do we reach these groups of consumers? There are several social media outlets that we believe can help us do this to the best of our ability. Instagram will be utilized because of its ability to show a lot of colorful content, videos, or pictures that can be displayed in carousel form to allow consumers to swipe to see more.
Instagram will also be the engine where we will spend some of our money for paid advertising. Banner ads will be critical to catching the eyes of potential consumers. Influencer marketing will also be a huge part of our use with this platform. We have identified potential influencers who are worth paying so they can communicate our brand to their followers. Through our research we found the top style influencers who are Olivia Palmero, Caroline Daur, and Aimee Song. This is important because word of mouth and reviews are very impactful to people and they listen to it.
The next outlet that will be used is Facebook. This is because it is one of the largest platforms and our desired target greatly uses it. It is extremely helpful for viewing and sharing content among the public. Paid advertising will also be used on here in order to ensure that people our viewing our content. Paying to help achieve brand visibility among competition is important to gain awareness, new customers, and recognition.
The next outlet that will be used is Twitter because it is a great tool to communicate with your public quickly. Furthermore, it is also a great outlet to create, structure, and show off your brand’s personality which can attract attention to your company which is our goal. Also, this medium is popular among our target audience. The combination of these three social media outlets will enable us to spread our content, gain recognition, increase brand awareness, and achieve our desired objectives.
Furthermore, all of our social media will link back to our website where customers can get a deeper look at the products we have. Pushing our customers here not only helps create a relationship with them, but also gives them a chance to make purchases or even check out what we have going on. On the website, there will also be a 10% discount offered when you sign up for our email list. This emailing system will include future discounts, promotions, information about events, display sales, and show off our new products. On the email list, we will also send out our blogs so that our customers can easily find and read our content.
To increase our organic search capabilities we will be using the hashtags. For example, some of the hashtags we will use will be #sparkledesign and #inclusiveheels. By using important keywords and posting consistent, relevant and interesting content we can also improve our organic search. This organic searching will help attract attention to our brand and gain more recognition. For our budget for our paid advertising efforts such as influencers, and other paid advertisements we will spend 10% of our operating income. This means Sho Fairy will use $500,000 annually to contribute to the success of our marketing campaigns.
Pillar Content
Our first piece of pillar content will be a short mini series consisting of three videos that are each five minutes in length. The title of the videos will be, “An in-depth look at our style sparkle.” This will highlight a few of our favorite design along with a model who will be talking about all aspects of each shoe. Such as the heel heights it will be offered in, the feel, the look, comfort, and the price. Viewers will be able to leave comments that will be answered by the pixie helpers on the team at Sho Fairy. This way customers can better get to know our products. Here, we will really be able to show off our stylish footwear and we will also be able to showcase how we are solving problems because our models will be able to explain it during each video segment.
The next pillar of content will be a series of pictures showcasing all of our new arrivals and what people can expect. The title of this pillar will be, “What exciting things are coming to you next.” These pictures will show off our shoes in multiple different settings, environments, and work occasions. This way it will allow customers to really pictures themselves walking in our sparkly shoes. The pictures will include fun and vibrant graphics that fall in line with our brands tone and style. This will be able to show our customers more about Sho Fairy’s products and personality. The content in this segment will focus on how we can help them bring out the best in them with our products.
The final piece of pillar content will be a new blog series that will be led by one of our marketing directors at Sho Fairy. This blog series will be called, “How can we help you sparkle.” Here, we will explain how we can help our customers solve their shoes problems and needs by wearing our unique shoe designs. This mini series will also included an interactive comment section where customers can get the help that they need in order to achieve the best versions of themselves. We will also be able to describe our wide variety of heel heights and customization options. This will help them to better understand our brand.
Kimberly Verduzco Digital Strategy 