7-1 Milestone Three-Implementation, Evaluation, and Control (Artifact 4)

docx

School

Southern New Hampshire University *

*We aren’t endorsed by this school

Course

700

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by DeaconMousePerson772

1 7-1 Milestone Three: Implementation, Evaluation, and Control (Artifact 4) Muhammad Lewis Southern New Hampshire University MKT 700: Marketing Capstone Instructor: Kayla Pierce

2 Implementation, Evaluation, and Control Memo: Date: January 19, 2024 To: Jamie Green - Jamie’s Floral Delights From: (Mo) Muhammad Lewis Subject: Implementation, Evaluation, and Control Implementation, Evaluation, and Control Implementation: The primary objective of Jamie’s Floral Delight establishment is to establish a stronger presence within the Missouri community and the online market. To increase sales and achieve a return on investment (ROI), it is crucial to raise awareness about specific aspects of this brand. The integrated marketing communication (IEC) strategy aims to attract new consumers by analyzing metrics that reflect the online traffic passing through the website. Furthermore, it is essential to measure key performance indicators (KPIs) to evaluate the financial and operational achievements of Jamie’s Floral Delight as the brand grows. Therefore, the goal is to ensure your brand thrives and becomes productive in the future. As a result, the key aim is to ensure the long-term prosperity and profitability of your brand. This can be achieved by implementing a comprehensive approach that incorporates social media marketing, local advertising, and utilizing your primary online platform, such as your website, to effectively communicate and establish connections with your target audience.

3 Methods that will be used for the Jamies Delight Brand: Social media marketing will serve as the primary strategy for drawing attention to the Jamie's Delight Brand. To achieve this, the brand will employ various paid social media marketing campaigns on platforms such as LinkedIn, Instagram, Facebook, and Twitter. These campaigns aim to generate interest and establish momentum, ultimately redirecting traffic towards the brand's landing page on their website. Therefore, this method will result in a broader outreach to both the local Missouri community and the entire country. By utilizing social media, Jamie's Floral Delight brand can effectively present its products to a wider audience through daily storylines and posts. This strategy not only offers a glimpse into the brand's current offerings but also provides a preview of what customers can expect in the future. Consequently, it will enable the brand to distribute its product nationwide, thereby boosting sales and enhancing the company's return on investment (ROI) in the long run. Additionally, Jamie's Floras Delight will implement an alternative approach by integrating targeted advertisements in local newspapers, such as the news section of Springfield New-leader.com. This strategy aims to reach out to individuals who have limited internet usage and prefer traditional methods. However, those who rely on online news sources can also access the brand's website to explore more about its offerings. By utilizing this advertising method, the brand will provide valuable insights about its products and services, while simultaneously driving traffic to its landing page. Consequently, this approach will effectively enhance the brand's local visibility and exposure. The brand must adhere to the initial budget of $5,000 while utilizing the marketing methods mentioned earlier. Our objective is to allocate the budget between social media campaigns and newspaper advertisements, dividing it into specific sections. The proposed plan is

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

4 to execute these campaigns from February to September. By implementing these strategies effectively, I am confident that the Jamies Floral Delights brand will attract a significant number of customers both regionally and internationally. Timeline: 1. From February to June, Jamie's Floral brand will be launching an exciting event through various social media platforms such as YouTube, Facebook, and Instagram. This event aims to introduce the brand to the public and provide valuable insights to potential customers. A spokesperson will be present to represent the brand and share information about the unique offerings it has in store. Additionally, during this event, the brand will unveil exclusive consumer deals and offer coupons for their exquisite floral arrangements. This live broadcasting campaign, which follows a minimalistic approach, will require a budget of $500. 2. Moving on to July and August, the focus will shift towards showcasing the company's floral arrangements to a wider audience through social media. The dedicated marketing team will diligently share messages and updates about the brand's offerings daily. This consistent effort aims to raise awareness about the brand and attract a larger consumer base. By leveraging the power of social media, the brand hopes to boost its sales and establish a strong presence in the market. 3. As the season comes to a close in September, the marketing team will organize multiple local events to provide detailed information about the services offered by the brand. Although these events are not the primary focus during the final month, they serve as an additional avenue to engage with potential customers. Furthermore, with the traction gained through the brand's web domain, an email list will be compiled to share exclusive deals and promotions. This strategic approach allows the brand to effectively reach its target audience and

5 further enhance its reputation. To facilitate seamless ordering for new customers, the company plans to allocate the remaining $4,500 to develop a user-friendly application. This application will enable customers to conveniently place orders on the go, providing them with the flexibility to shop from the comfort of their own homes and at their preferred time. Evaluation: The IEC also relies on demographic and geography reports to gain a deeper understanding of its target audience. The demographic report provides valuable information about the characteristics and preferences of the individuals engaging with the IEC's offerings. This data enables the IEC to tailor its messaging and outreach efforts to better resonate with its audience. Furthermore, the geography report allows the IEC to identify geographical areas where its initiatives are most successful or where there may be untapped potential. This knowledge can inform future marketing campaigns and resource allocation. Demographic As a result, the IEC will primarily focus its efforts on attracting individuals who fall within specific age and gender categories, as they are the ones most likely to demonstrate a genuine interest in the art of floral arrangements. These individuals are more inclined to dedicate their time and resources to creating and presenting floral gifts to their significant others during sentimental periods or during those special times of the year that hold a particular significance. By tailoring its demographic profile to target these specific individuals, the IEC aims to provide a platform that caters to their unique needs and preferences in the realm of floral arrangements.

6 Example of a Demographic for floral arrangements: Figure#1: Image retrieved from www.flowerstoreinabox.com.au Figure#2:

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

7 Image retrieved from www.flowerstoreinabox.com.au Figure#3: Image retrieved from www.flowerstoreinabox.com.au Geography and ROI The Jamies Floral Delight brand has its roots in the Missouri area, but its primary objective is to expand its reach within the local community and surrounding areas during the initial stages of its launch. To ensure that the brand resonates with the community, our marketing team intends to employ metrics to track the community's response. Utilizing tools like Google Analytics will enable us to monitor these metrics effectively and gather valuable feedback, thereby ensuring that the brand remains aligned with the community's preferences and expectations. By implementing these strategies, I am confident that the brand will experience a significant increase in website traffic and a low bounce rate conversion. This will play a crucial role in attracting the ideal consumer base. The ability to track and analyze metrics through tools

8 like Google Analytics will provide valuable insights into the community's engagement with the brand, allowing us to make informed decisions and adjustments to further enhance its alignment with the target audience. To rectify the discrepancy between the individuals you aim to engage with and those who visit your website, it is recommended to initiate the process by crafting a personalized segment that caters to your ideal demographic. This strategic approach will enable you to establish a stronger connection with your target audience and ensure that your website attracts individuals who closely match your intended audience (Christie. Osborne, 2024). The effectiveness and profitability of different marketing campaigns can be measured by the Return on Investment (ROI), which is a crucial metric. For Jamie's Floral Delight brand, the monthly expenses for advertising, direct listing and hosting, and other marketing campaigns amount to approximately 10 thousand units. At the end of each quarter, the ROI for these marketing efforts will be assessed to evaluate their impact on the overall performance of the Jamie's Floral Delight brand. By monitoring the ROI, the brand can make well-informed decisions regarding resource allocation, identify successful marketing channels, and optimize future marketing investments to achieve maximum returns. This analysis allows Jamie's Floral Delight to effectively manage its marketing activities and ensure the best possible outcomes for its brand. Examples of these metrics for floral arrangements: Figure#1:

9 Image retrieved from www.transparencymarketresearch.com Figure#2: Image retrieved from www.transparencymarketresearch.com Control: Jamie's Floral Delight strives to effectively communicate its brand's objectives and goals by highlighting the specific segments that align with them. Moreover, the company diligently monitors and implements the outlined plans to ensure their successful execution and long-term achievement. By staying on top of these plans, Jamie's Floral Delight aims to establish a solid foundation for sustained success. If the metrics do not meet the desired targets, the frequency of check-ups will be increased to a weekly basis. This intensified monitoring approach allows for the timely identification of areas requiring improvement. By closely monitoring progress on a more frequent basis, Jamie's Floral Delight can promptly address any shortcomings and make necessary adjustments to enhance performance. However, if no progress is observed even after a month of intensified monitoring, the company

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

10 will make budgetary adjustments to effectively tackle the situation and drive positive outcomes. Global Trend: Global trends have a significant impact on the productivity and growth of every brand. These trends provide valuable insights into market dynamics, enabling brands to anticipate and adapt to the ever-changing market conditions. By leveraging global trends, Jamie's Floral Delight can effectively forecast market movements and anticipate the product lifecycle, thereby enhancing its strategic decision-making process. The influence of global trends on brand performance cannot be overstated. By closely monitoring these trends, brands gain a deeper understanding of consumer preferences, emerging markets, and technological advancements. This knowledge empowers Jamie's Floral Delight to proactively respond to market shifts, identify new opportunities, and stay ahead of competitors. Moreover, by aligning its strategies with global trends, the brand can position itself as an industry leader and build a strong reputation for innovation and adaptability. In essence, global trends serve as a compass for Jamie's Floral Delight, guiding its actions and enabling it to thrive in a rapidly evolving marketplace. Examples of the Global Trend floral arrangements: Figure#1:

11 Image retrieved from www.transparencymarketresearch.com Figure#2: Image retrieved from www.transparencymarketresearch.com Reference Guide Flower Store in a Box. (2019). Who are your floral customers? https://www.flowerstoreinabox.com.au/blog/floral-customers/

12 Osborne, C. (2024). 5 Metrics every florist should track each month. https://education.teamflower.org/learn/business/5-metrics-every-florist-should-track- each-month Maximize Market Research PVT. LTD. (2024). Floriculture Market-Global Industry Analysis and Forecast (2023-2029). https://www.maximizemarketresearch.com/market-report/global-floriculture-market/ 23982/ Transparency Market Research, Inc. (2024). Cut Flower Market. https://www.transparencymarketresearch.com/cut-flower-market.html

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

7-1 Milestone Three-Implementation, Evaluation, and Control (Artifact 4)

Related Documents