final exam collagen.edited

3 Strengths ........................................................................................................................... 12 Weaknesses ........................................................................................................................ 12 Opportunities .................................................................................................................... 12 Threats .............................................................................................................................. 12 TOWS Analysis for Collagen Canada ........................................................................ 13 Threats-Opportunities (TO) Strategies ........................................................................... 13 Threats-Weaknesses (TW) Strategies .............................................................................. 14 Opportunities-Strengths (OS) Strategies ........................................................................ 14 Opportunities-Weaknesses (OW) Strategies ................................................................... 14 GAP Analysis for Collagen Canada ........................................................................... 15 Digital Presence and Engagement ................................................................................... 15 Electronic Commerce ....................................................................................................... 15 Product variety and customization .................................................................................. 15 Regulatory Compliance and Industry Change ............................................................... 16 Online Strategy for Collagen Canada ........................................................................ 16 Core Purpose of the Strategy ........................................................................................... 16 SMART Goals ................................................................................................................... 17 STOP & SIT Strategy ....................................................................................................... 18 Recommended Platforms for Collagen Canada ........................................................ 19 Shopify (E-commerce Platform) ...................................................................................... 19 CRM/Marketing Automation HubSpot .......................................................................... 19 Social media manager Hootsuite ..................................................................................... 19

6 Introduction Businesses, especially growing ones like Collagen Canada, must have a strong digital presence in a world where the internet heavily impacts customer behaviour. Collagen Canada offers high-grade, Health Canada-approved hydrolyzed collagen and a guarantee of well- being and quality anchored in Canada's beautiful geography. Collagen is essential for young vigour and complete health. Collagen Canada is a leader in this industry, supplying pure, natural goods. As a firm that prides itself on offering a high-potency product that feels like nature, it has set out to find a place in the digital universe where its story can reach more people. This project aims to create and implement a dynamic and holistic digital marketing strategy that aligns with the brand's values and expands its online presence. This effort includes an improved social media presence, a vivid and user-friendly website layout, and an engaging content that draws the audience into Collagen Canada's stimulating world. We want Collagen Canada to become a renowned brand online where clients feel involved, informed, and empowered. This complex architecture combines narrative with digital marketing techniques to promise a digital trip as fulfilling as Collagen Canada's goods. We encourage you to explore this blueprint, which will guide us via innovation, engagement, and development on this revolutionary journey. A road that will provide Collagen Canada with a bright digital presence that reflects its authenticity, quality, and devotion to well-being. Let's walk this digital route to chances and a bright future. Innovation and history mix in Collagen Canada's new digital presence, creating a dynamic and caring atmosphere like the brand.

9 Examples:  Engagement posts: Encourage consumers to share their product experiences with a branded hashtag to build a brand community.  Visual Storytelling: Show genuine users' transformation tales using before- and-after photos or videos. Social Media Engagement Content Marketing and SEO: Insight: Content marketing may significantly boost website visibility. Your brand may become a collagen thought leader by adding a blog section with useful information (Khan & Uwemi, 2018). Examples:  Blog Topics: Write blogs on collagen's health advantages, production, recipes, and more, using bright photography and infographics.  Strategy for SEO: To improve your website's SEO, use keyword-rich content, meta description optimisation, and high-quality photography. SEO and content marketing Influencer Collaborations and Earned Media Influencer and earned media partnerships may boost brand awareness. Work with health and wellness influencers to build trust and authenticity in your marketing. Examples:  Establish influencer collaborations with brand-aligned influencers. For honest evaluations and insights, they may write 'A Day in the Life Using Collagen Canada Products.'  Earned Media Strategy: Create a way for delighted customers to offer their testimonials, preferably in video format, to generate organic product publicity.

12 Strengths Collagen Canada offers high-quality, Health Canada-approved collagen supplements, a major strength in a market where customers increasingly worry about supplement authenticity and safety. The "Made in Canada" label may make it stand out as a trustworthy brand. The capsules' ease of use may also appeal to a large portion of the target demographic (Moore et al., 2015). Weaknesses The brand lacks a strong online presence, especially in content marketing and social media. Although sleek and user-friendly, the website could use more personalisation and interactivity to interest consumers. A specific mobile app is also missing, which may limit m- commerce growth. Failure to provide a robust community interaction platform or blog for knowledge exchange may be a drawback (George et al., 2021). Opportunities The website may be expanded to incorporate instructional resources, video testimonials, and user experiences to develop a brand community. Working with health and wellness influencers may improve brand exposure and authenticity. Given customers' growing propensity for online purchasing, an e-commerce platform might boost revenues. A mobile app may improve user experience by providing personalised suggestions and making purchasing easier. Threats Many established and developing firms compete in the collagen supplement industry. Collagen Canada may struggle to stand out without a strong web presence and brand community. The ever-changing digital marketing landscape and customer preferences constitute a concern since the company must adapt and innovate to be relevant. Finally,

15 GAP Analysis for Collagen Canada Digital Presence and Engagement Collagen Canada's internet footprint limits their reach and capacity to build a devoted consumer base. The TOWS approach identified several content marketing and community development possibilities to boost online engagement. Gap: The first major gap is the lack of a comprehensive digital strategy, including content, social media, and community building. Though functional, the website lacks interactive and personalised user experiences, which are becoming digital norms. Recommendation: An aggressive digital marketing campaign with a well-rounded content plan, influencer collaborations, and community participation can close this gap (Torres et al., 2014). Electronic Commerce Collagen Canada's e-commerce platform may lack innovative features that improve user experience and sales conversions. Gap: The second gap is underutilization of the e-commerce platform, which might enhance revenue and client retention if optimised. Recommendation: Subscription models, loyalty programmes, and personalised suggestions based on user behaviour can help close this gap. Product variety and customization The brand emphasises product quality and safety, but it may be able to diversify and customise based on client demands and preferences.

18 STOP & SIT Strategy STOP (Screen, Test, Observe, Pivot): SIT: Scan, Innovate, Transform Pivot: Respond quickly to observations and modify to maximise results. Observe: Track strategy performance to find patterns and trends. Test: Use A/B testing to determine audience preferences for online strategies. Screen: Before starting a new digital campaign, it's important to screen for impact and brand alignment. Regularly examine market and rival tactics for innovation gaps. Scan: Promote innovation in the company and discover new approaches to improve the online strategy. Innovate: Continuously improve the online approach using the recognised ideas. Transform:

21 CUSTOMIZATION (PERSONALIZED EXPERIENCE): Personalize the shopping experience with AI-driven product suggestions, personalized communications, and tailored offers based on customers' browsing and purchase histories. Communication (Dialogue with consumers): Use newsletters, feedback, and responsive customer service to communicate with consumers. Social media and the website should encourage audience participation. CONNECTION (LINKING WITH OTHER SITES): Network with industry bloggers, influencers, and other businesses. This can boost brand visibility and consumer value. COMMERCE (TRANSACTION & SERVICES): Offer many payment methods, secure payment gateways, and easy return and refund procedures. To keep customers coming back, provide loyalty and subscription programs. E-commerce Presence Plan in Table Component Description Implementation Plan for Collagen Canada Context Website Environment Create a mobile-responsive, user-friendly website with rich information. Content Information Provided Make informative product pages, blogs, and videos. Community Interaction with Customers Reviews, Q&A, forums, and social media build community. Customization Personalized Experience Personalize email and use AI-driven product suggestions. Communicatio n Dialogue with Customers Open social media and online channels for feedback and customer assistance. Connection Linking with Other Collaboration with industry influencers, bloggers, and

22 Sites connected firms expands your network. Commerce Transaction & Services Loyalty and subscription schemes simplify transactions. SEO Plan for Collagen Canada Collagen Canada Website: https://collagencanada.ca/ List of Phrases  Canada hydrolyzed collagen supplements  Made in Canada collagen capsules  Natural collagen Canada Health  Canada-approved collagen  High-potency collagen Canada  Customer reviews for Collagen Canada  Canadian collagen capsules for hair and skin  Canada joint health collagen supplements  The Collagen Canada FAQ  Canadian-made collagen Phrase Analysis Table Phrase Search Volume SEO Difficulty (or Competition) Canada hydrolyzed collagen supplements 10,500 35 Made in Canada collagen capsules 9,700 30 Customer reviews for Collagen Canada 7,000 25 Top Three Phrases for Initial Focus  Canada collagen naturals

23  Canadian-made collagen  Canadian collagen capsules for hair and skin Keyword Mapping to Specific Pages Phrase Page Canada hydrolyzed collagen supplements Home page (e.g., www.collagencanada.ca) Made in Canada collagen capsules Products page (e.g., www.collagencanada.ca/products) Canadian collagen capsules for hair and skin Blog page (e.g., www.collagencanada.ca/blog) SEO Changes - Page by Page Home Page Optimization Page (URL) Suggested Changes https://collagencanada.ca / Title: "Home - Collagen Canada: Premium Capsules" Meta Tag: "Discover Canada's trusted source for natural hydrolyzed collagen capsules." Hydrolyzed Collagen, Made in Canada, Collagen Capsules Unneeded URL change Title: "Welcome to Collagen Canada - Your Health, Our Priority" First paragraph: "At Collagen Canada, we provide high-quality, Health Canada-approved collagen capsules designed for efficacy and ease of use." "Collagen Canada Products, Natural Collagen Capsules, Trusted Canadian Collagen" Any page text changes: Give product details and consumer reviews.

24 Products Page Optimization Page (URL) Suggested Changes https://collagencanada.ca/product s Title: "Products - Collagen Canada: Your Source for High- Quality Collagen" Description Meta Tag: "Discover our natural hydrolyzed collagen products." Meta Tag: "Collagen Products, Hydrolyzed Collagen, Capsules" No need to change URL "Our Products - Nurturing Your Health Naturally" First paragraph: "Discover our range of collagen products, formulated to promote holistic health and well-being." Image Title: "Collagen Products, Collagen Capsules, Hydrolyzed Collagen" Optional page text changes: Describe products and their benefits. Blog Page Optimization Page (URL) Suggested Changes https://collagencanada.ca/blo g "Blog - Collagen Canada: Your Hub for Collagen Insights" Meta Tag: "Stay current on collagen and its benefits." Keyword Meta Tag: "Collagen Blog, Tips, Benefits" No need to change URL "Collagen Insights - Your Guide to a Healthier You" First paragraph: "Welcome to our blog, a treasure trove of information and tips on making the most of collagen in your daily

25 routine." Image Title: "Collagen Blog, Collagen Tips, Healthy Living" Any other page text changes: Regularly post useful articles, advice, and customer tales. Content Strategy for Collagen Canada To create a solid content strategy, determine what, why, how, where, when, and who. Collagen Canada's full plan: What: The material will cover the advantages of collagen supplements, success stories, usage suggestions, and Collagen Canada product details. It will include blog entries, videos, infographics, and user-generated material like reviews and testimonials. Examples:  Blog posts about collagen supplements' skin, hair, and joint benefits.  Infographics: Collagen science and bodily function.  Video testimonials: Collagen Canada customers' success tales. Why: This content strategy aims to educate the audience about collagen's health advantages, build Collagen Canada as a trusted and respectable brand, and increase engagement and sales through meaningful content. Examples:  Educational Content: To build trust and establish Collagen Canada as an authority.  User-Generated Content: To engage communities and highlight product use.

26 How: To create high-quality, SEO-optimized content, analyze target audience preferences, develop subjects that fit their requirements, and promote it across numerous platforms (Tschirpig, 2020). Examples:  SEO Optimization: Use SEO strategy keywords in content to boost exposure.  Content Calendar: A well-organized calendar for content releases (Abed, Dwivedi, & Williams, 2015). Where: Content will be shared on Collagen Canada's website (blog), social media (Facebook, Instagram, YouTube), and email newsletters. Examples:  Website Blog: For extensive articles and infographics.  Share testimonials, product updates, and videos on social media. When: We will maintain a constant content release schedule to keep our audience interested and returning. Examples:  Blog posts: Weekly updates to keep information flowing.  Social media updates: Three times a week to engage audiences. Who: The main target audience is Canadian health-conscious consumers seeking high- quality collagen supplements to improve their lifestyle. Examples:  Persona 1: Young adults seeking skin and hair care products.

27  Persona 2: Middle-aged people seeking joint and general wellness supplements (Klein & Schweikart, 2022). PPC plan for Collagen Canada Parameter Campaign #1 - "Unlock Natural Beauty with Collagen Canada" Campaign #2 - "Enhance Your Wellness with Collagen Canada" Main Purpose of PPC Promotion Increase online exposure and revenues with beauty benefit marketing. Promote collagen goods' health advantages to increase sales. Brief Info About the Business High-quality, Health Canada- approved hydrolyzed collagen supplements for Canadian health-conscious people High-quality, Health Canada-approved hydrolyzed collagen supplements for Canadian health-conscious people Key Products/Services to Be Promoted 1. Hydrolyzed Collagen Supplements 2. Hair, Skin, and Nail Collagen Capsules 1. Collagen Hydrolysate 2. Collagen Supplements for Joint Health Details of the Campaign Encourage collagen sales to beauty-seeking consumers by raising knowledge of its advantages on skin, hair, and nails. Collagen for Skin, Hair, and Nails Ad Groups Goal: Increase consultations and sales by targeting those searching for joint health and wellness supplements Advertisements: Collagen for Joint Health, Overall Wellness Geographic Regions Canada (Toronto, Vancouver, Canada (Toronto, Vancouver, Montreal) to

28 Montreal) to reach more customers match with "Made in Canada" and target greater density regions PPC Strategy Promote collagen goods for natural beauty. Facebook, Instagram, Google advertisements (search, display, commerce advertisements) Research keywords, create engaging ads, optimize landing pages, retarget, and track analytics (Nagpal & Petersen, 2021). What: Promote collagen products for joint and general health. Where: Google advertising (search, display, retail advertising), Facebook, Instagram.Research keywords, create engaging ads, optimize landing pages, retarget, and track analytics. Digital Marketing Plan Owned Channels Website optimization Information Development: The website should have engaging, useful information. Visitors may learn about collagen's advantages, skincare routines, and healthy living in a dedicated blog area. Guest articles from health and nutrition specialists can enhance content strategy. Resource Section: Offering collagen ebooks, infographics, and videos might be helpful. Tutorials and user instructions on how to utilize the items might encourage repeat visits to the website.

29 Paid Channels Pay-Per-Click (PPC) Advertising Consider PPC advertising and keyword optimization. To maximize PPC advertising, keywords must be optimized. A/B testing helps identify high-performing keywords and eliminate underperformers. Retargeting Campaigns: Retargeting efforts increase conversions. They may be retargeted with adverts to stimulate repeat purchases. Influencer Marketing In addition to product advertising, influencers may be used to develop collaborative content such as blogs, podcasts, or webinars. Influencers sharing their real experiences and suggestions makes marketing more authentic (Moore, Shackleton, & Bellows, 2015). Affiliate Program: Offering influencers and bloggers a commission for every transaction they suggest helps build a loyal brand advocate network. Earned Channels Social Media Engagement Use social media to engage people and encourage them to share their product experiences and testimonials. Regular contests where people share their before-and-after tales with tempting rewards can increase interest. Community Building: Facebook community groups may strengthen brand relationships. Users may exchange collagen product experiences, suggestions, and recipes in these communities.

30 Public Relations Collagen Canada can benefit from establishing itself as a thought leader in the business through PR. Collagen Canada professionals may offer industry information through webinars, podcasts, and blogs. Collaborations & Partnerships: Working with other wellness businesses can help you reach new customers and build a strong market presence. Feedback from Customers Offering client tales on your website may develop trust with future consumers. Customers' favorable product reviews might be convincing. Review Integration: Integrate a review system on your website so consumers can post feedback. Product sites should prominently show these reviews to promote confidence and stimulate purchasing. Gantt Implementation Plan Task Category Specific Task Start Date End Date Responsible Website Optimization Content Development 2023-10-01 2023-12-01 Content Team Resource Section Development 2023-10-01 2024-02-01 Web Dev Team PPC Advertising Keyword Optimization 2023-10-15 2023-11-15 PPC Team Setting up Retargeting Campaigns 2023-10-15 2023-12-15 PPC Team Influencer Collaborative 2023-11-01 2024-01-01 Marketing Team

31 Marketing Content Creation Affiliate Program Setup 2023-11-15 2023-12-15 Marketing Team Social Media Engagement User-generated Content Campaign 2023-12-01 2024-03-01 Social Media Team Community Building 2023-12-01 2023-12-01 Community Manager Public Relations Thought Leadership Campaign 2024-01-01 2024-06-01 PR Team Collaborations and Partnerships 2024-02-01 2024-07-01 PR Team Customer Reviews and Testimonials Customer Stories Compilation 2024-01-15 2024-05-01 Customer Service Team Review System Integration 2024-02-01 2024-04-01 Tech Team

32 Conclusion In conclusion, Collagen Canada is about to embark on a digital transformation that will increase brand awareness, audience engagement, and market position. The detailed assessments (SWOT, TOWS, and GAP), online strategies, platform adoption, and content and digital marketing plans in each phase of this project guide you through this path. As said, a strong online presence includes SEO, influencer outreach, and a solid content strategy. It requires a well-designed website that follows the 7Cs of online communication and an active and engaging social media presence. The projected e-commerce platform transfer would boost the company's online presence, sales, and client base. Like the sample, the meticulously developed SEO plan aims to boost online exposure, organic traffic, and consumer interaction. PPC campaigns provide strategic depth to marketing, increasing conversion rates and brand recognition. The Gantt Implementation Plan is a strategic plan that shows the schedule and responsibilities for coordinated development across domains. It emphasizes the need to design and implement strategies precisely and efficiently.

33 Collagen Canada must evaluate these initiatives and make revisions depending on evidence in the future. This dynamic strategy will keep the brand current with market developments and client preferences. Collagen Canada is embarking on this exciting adventure with a strategy plan that guarantees growth and market leadership. It envisions a future when the brand is synonymous with quality and innovation, making customers loyal and engaged. We think the recommended measures will increase Collagen Canada's online engagement, client base, and brand equity. This endeavor is a step toward Collagen Canada's future prosperity. We look forward to seeing how this cooperation helps Collagen Canada achieve digital excellence and exceptional growth. References Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2015). Social media as a bridge to e- commerce adoption in SMEs: A systematic literature review. The Marketing Review, 15(1), 39-57. https://www.ingentaconnect.com/content/westburn/tmr/2015/00000015/00000001/art 00004 George, M. A., Anitsal, I., & Anitsal, M. M. (2021). INFLUENCER MARKETING AND THE EVERCHANGING DOMAIN OF SOCIAL MEDIA MARKETING. Global Journal of Business Disciplines, 5(1), 48. https://www.igbr.org/wp- content/uploads/2021/05/GJBD_Vol_5_No_1_2021.pdf#page=52

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35 Torres, P. M., Lisboa, J. V., & Yasin, M. M. (2014). E-commerce strategies and corporate performance: an empirical investigation. Competitiveness Review, 24(5), 463-481. https://www.emerald.com/insight/content/doi/10.1108/CR-06-2013-0064/full/html? utm_campaign=Emerald_Strategy_PPV_November22_RoN Tschirpig, C. (2020). Influencer Marketing and its Impact on Consumer Behavior: Instagram Influencer in the Fitness Industry. https://www.theseus.fi/handle/10024/353365