Images
a sign in the dark

Beadsy Jewels

One-Page Marketing Plan

Our Summary


Beadsy Jewels will be enhancing its operations by opening a physical shop in San Diego, CA in August 2018. The marketing plan outlines an annual roadmap - both for the digital & future physical shop. Improved social media strategy and stunning web design are the main objectives in Beadsy Jewels 2018 marketing efforts.

Marketing Strategy


  • Physical shop - Beadsy Jewels has a high number of existing who are from the San Diego area. Defined in the detailed SWOT analysis, Beadsy Jewels has unique, high-quality products (customer satisfaction rate, 82%). Existing online customers are frequently requesting a physical shop to have a chance to know the products better/try them on before making purchasing decisions.  
  • Marketing mix:
    • Product: Unique and high-quality handmade jewelry and accessories
    • Place: Online (beadsyjewels.com), Instagram, Etsy
    • Price: Jewelry ranging from $10 to $240, accessories (hats, belts, and phone cases) ranging from $50 to $130
    • Promotion: Social media, Woman's Choices Magazine, partnerships with local boutiques

Objectives



  • Increase the number of online products by 20%
  • Increase overall sales by 35% (physical and online shop, total)
  • Recruit and utilize 10 Instagram brand ambassadors, globally, to increase the number of followers to 100K by the end of April
  • Increase social traffic by 5% during the 2-months campaign

Pie Chart

Global (online) market search

65% United States 

18% Asia

15% Europe

2% Australia

Bar Graph

Year 1: 2014

Year 2: 2015

Year 3: 2016

Year 4: 2017 

Year 5: 2018

Key Performance Indicators

 (JUNE 2018)

  • Sales conversation rate: 6.11%
  • Cost per lead: $50
  • Customer value: 3:1
  • Organic traffic: 2%
  • Social traffic:  25.43%
  • Customer satisfaction: 82%

sales conversation rate

cost-per-lead

customer value

organic traffic

social traffic

customer satisfaction

Promotion Strategy

  • Social media remains as #1 channel: Instagram 
  • Partnership with 5 local boutiques
  • Facebook campaigns
  • Google Adwords (increasing the budget)

Implementation

Beadsy Jewels will increase its budget for online advertising by 15% to accomplish its projected goals for the year. Building effective partnerships will be handled by the Marketing Department and the physical shop will have two salespeople in total working on different shifts. Brand ambassadors will be chosen carefully according to their online appearance in order to align with Beadsy Jewels' target audience. $30,000 is planned to be spent on design and e-commerce improvements. 

Contact Information

 

WWW.BEADSYJEWELS.COM

12345 MAIN STREET, SAN DIEGO, USA, 12345

+1 (123) 456 7890

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