Case Study: Online Marketing and Brand Management
- Aug 29, 2016
- 4 min read
It is important for Virtual Assistants to be able to demonstrate to prospective clients exactly what they can do. At the time of writing this, Freedman PA Services | Virtual Personal Assistants is a new entity and as such, although is currently doing work for clients, does not have testimonials or demonstration portfolios as of yet.
It is for this reason that a Case Study is being provided, in order to showcase exactly what it would be like to work with us.
Today's Case Study is on Marketing and Brand Management, as this is something we are aiming to be renowned for specialising in.
Client Profile
The client is Jonathan Brichan who is the owner of a stationery business. He is concerned as he has little knowledge of appealing to the public on Social Media and is therefore missing out on a very wide scope of potential consumers. Despite having a well-designed profile that his graphic designer friend made for him, he does not have any connections. He also requires assistance in bringing his brand to life and developing a distinct online presence.
Defining the Problem
In today's world, Social Media marketing plays a highly significant role in any business. It provides a platform on which brands can develop their 'personalities' and engage with consumers on a unique level. A business that does not take this into consideration will suffer a huge blow and will most likely get swallowed by their more online-savvy competitors. The initial set up and growing of a presence on Social Media is a time-consuming and daunting task for the inexperienced.
Solving the Problem
We book a 1 hour consultation, over a platform such as Skype, with Jonathan in order to get a clear idea of his business and the essence of his brand. We then discuss the business's strengths and weaknesses from an on and offline perspective, and would set relevant goals in place for improvement.
We would then set to work in creating a Brand Strategy, developing a characteristic personality for the business and setting a plan in motion to reach the previously discussed goals. All planning and strategies would then be discussed with Jonathon to ensure agreement and satisfaction on the way forward.
An example of the Brand Strategy would look like this:
Brand Purpose
To create awareness to the public about the provision of quality office stationery and appeal to the general working public.
Brand Vision
To provide consumers with the required tools in order carry out their all-important everyday and work tasks.
Brand Story
JB Stationery has evolved from a small entity at the back of Jonathan Brichan's home in Minnesota to an accredited company specialising in the sales of home and office stationery. It is more than just a company, it is the dream of a small boy in a small town with a big dream and even bigger perseverance. JB Stationery has equipped thousands of people with the necessary tools to organise and complete their tasks and projects.
Brand Personality
Ambitious, hard-working, work-oriented, organised, dedicated, talented
Brand Imagery
Office, desk, meetings, note-taking, projects
The plan to address the Social Media marketing problem would look like this:
Aim
To create a credible, engaged online media presence for JB Stationery.
Strategy
Facebook: Create a business profile for JB Stationery, furnished with a profile photo and cover photo that is optimised to attract attention and interest. All relevant contact details will be provided. A list of products, complete with photos and pricing will be added by creating a custom tab on the profile. The account will be managed daily with pertinent, quality content in the form of blog articles, infographics and contests to be shared. All engagement and enquiries sent to the account will be responded to. A daily budget of $15, as previously discussed with the client, will be used towards Facebook Ads.
Twitter: Create a business profile for JB stationery with a cover photo and profile picture following the same style and image as the one on Facebook. Optimize the bio to best be found by search engines with the most relevant keywords in place. Share content from the company's website and other sources within the same niche. Create a carefully-tailored network and foster consumer engagement by asking them to tweet photos of themselves using JB Stationery products. A unique hashtag for the business will be promoted and the page will feature online customer services.
Pinterest: Create a unique business page on this highly visual platform where quality images of the products and staff will be featured. Pinterest is the third highest driver of traffic, behind Facebook and Twitter and it is a highly effective way in which to create brand awareness. The page will include boards such as: Meet the Team, Our Products, Sales and Organisation Tips. This will also be an ideal place to launch contests and giveaways. Paid marketing on Pinterest will be further discussed.
LinkedIn: The brand's online presence will be further established with a LinkedIn profile that is linked to Jonathan's personal profile (which we will create). Jonathan will be trained on how to use LinkedIn most effectively in establishing connections, following pertinent groups and pages as well as finding new clients and consumers. The profiles will be fully completed with concise detail.
A budget for LinkedIn marketing will be discussed.
A monthly Newsletter campaign will be set up using MailChimp. It will be designed to match the brand's colours and imagery. It will contain useful information regarding promotions, specials, sale, new stock and contests. A client mailing list will therefore be compiled for this purpose.
All profiles and links will be shared on JB Stationery's original website. Where necessary, the site will be updated to include the new Brand Strategy. The client will also be introduced to a platform such as Buffer and Hootsuite where all profiles can be easily managed in one place. The client may choose to sign a long-term contract in which all profiles will be managed by the Virtual Assistant indefinitely, or will be given the necessary training during the strategy to manage all networks on his own basis.
Follow Up
Analytics and progress will be measured over an agreed period of time and will be reported back to the client in terms of progress related to the goals that were originally set.
This is a brief sample to give potential clients an idea of what we can do, and how we can help growing businesses in establishing/redesigning brands and enhancing online presence and engagement.
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