Media Plan 3
1. Channels
Search Engine Optimization My website and blog posts will incorporate popular word searches that are common in my industry. For example, graphic tees is one of the highest ranked keyword combinations when looking for t-shirts according to google. I also have google analytics to measure traffic and geographical locations of unique visitors.
Social Media is very important for brands like mine that want to create a personalized experience when purchasing my shirts. My brand influencer Johnny Cupcakes has given me a good platform on how to utilize social media to build and strengthen my brand. I currently have a blog on tumblr and I use it to give insight on things that are inspiring or interesting. My sites include rss feeds, subscription buttons, discussion windows, and links to share with others.
Email updates will be used to keep the subscribers on the forefront of new item releases. In addition there will be an incentive program for loyal customers, such as discounts or pre-orders for future release items.
Pay Per-Click I do not feel the need to use pay per click because I do not want my brand to become saturated. I want to maintain the niche of exclusivity and control how my adds are placed on my sites.
Affiliates So far I have two clothing boutiques that are willing to help me promote my shirts through their various channels. Reign of Florida and Burn Rubber of Detroit. I will use the affiliate approach to wedge my brand in the mix of a few competitors to gain exposure and notoriety.
Viral Marketing will be used to spread product awareness and create demand. Videos and still images of the brand will be produced and placed on the company website, blog, as well as email blasts for subscribers only. The material will be readily available to re-distribute for other bloggers,etc.
Promotion/Display Advertising my version of display advertising would be to have someone like Eminem or Jay-Z or any other artist with a mass following wearing my shirts. I have plans to give shirts to up and coming as well as established artists such as Mike Posner, Big Sean, Curren$y, that have a fan base of 10,000 or more via Twitter followers or any other social media site.
2. Campaign Budget
a. Total budget $1696
b. Search Engine Optimization $0
Social Media $0___________%15
Email $0________________ %10
Pay Per Click $0__________ %0
Affiliates $500_____________ %30
Viral Marketing $500________%30
Promotional/Display $0______%15
c. Social Media 2hrs/day $464
Email 1hr/day $232
Affiliates: Costs would include mailing samples and travel to locations, Detroit, and Orlando. $500
Viral marketing: Cost includes production and editing video clips.(4 videos 1 week estimate editing time for all 4 videos)
Promotion Display: 4 times per month via website and blog. $500
The campaign will last for one month starting in March and ending April 3rd 2011.
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