Sydney Walsh – Gabrielle Casole – Christin Grulke – Madeleine Throckmorton – Joe Byrd

Background • Family owned business dedicated to sending

messages of love and encouragement to those in need through quality and environmentally friendly products

• Company was founded after the devastating loss of the owner’s daughter, Grace, who never lost her smile, even in the midst of dire circumstances

Central Core of Difficulty• Lack of product differentiation in an already saturated market of feel-

good products

Secondary ResearchWe conducted our secondary research as a starting base to determine what

we should look for when we conducted our primary research.

Secondary Research Conclusions• An online presence is essential in order to

drive traffic to your website• Social media marketing, email marketing,

and content development are great ways to increase your online presence

• Search engine optimization is key

Primary ResearchWe conducted an online survey to establish consumer buying habits, how aware the

public was about Panda On!, what products consumers were interested in buying, and what type of media consumers responded most too.

Primary Research Conclusions• Currently, many consumers in the Greater

Savannah area are unaware of what Panda On! Is and what brand stands for

• However, those who are aware of the brand link it to positive messages of encouragement

Primary Research Conclusions• Mugs, t-shirts, and stuffed animals were the

most popular condolence gift choices• Most consumers are willing to spend up to

$30 on a condolence gift• Social media, websites, and email are the

best way to get in contact with consumers

Primary Research Conclusions• Consumers prefer to have an emotional tie

to a brand• American made and environmentally

friendly products ranked high with consumers

• Knowing that a portion of the proceeds is going to help someone also ranked high

Situation AnalysisTo establish how to proceed from here with our findings, we took a look at the

situation as whole to determine our next steps.

Strengths• Consumers can relate to your background

story• Your brand is strong and consumers

recognize it• Founders are passionate, and this is

exhibited by the brand

Weaknesses• Website and social media are not easily

accessible• Target audience is not aware of the company

or its message

Opportunities• Product expansion• Promotional video to highlight company’s

background story and brand • Community events

Audience Delineation We honed in on a specific set of consumers to better tailor the campaign to your

needs so that Panda On! Can continue to grow.

Target Audiences• Primary Audience: Baby Boomers– 40-80 age range

• Secondary Audience: Millennials– 18-34 age range

Why Baby Boomers and Millennials?

• Support products that are environmentally conscious and American-made

• Support products with a noble cause

GoalWe wanted to generate increased awareness throughout the local communities

through an improved online presence and attendance of more local events.

Objectives – to be achieved by January 1, 2018

• To increase sales by 15%• To boost engagement rates on social media by

50% • To boost traffic to the website by 75% • To have at least 20 active followers on the

company’s Facebook page• Create an Instagram account with at least 100

active followers

Strategies & TacticsBaby Boomers

Strategies & Tactics

• Strategy 1 – Emphasize Panda On!’s cause– Social media posts about

• Company’s donations• Scholarship• Grace’s story

• Strategy 2 – Interact with followers– Encourage followers to

• Share their own stories• Tag friends in posts

– Host giveaways

Strategies & Tactics

• Strategy 3 – Highlight company’s purpose– Create cohesive web

pages• “About” page• Day of Grace page• Scholarship page

• Strategy 4 – Special Offers– Email offer– Ad offers– Track analytics to see

which methods are successful

Strategies & Tactics

• Strategy 5 – Community Events– Instagram Photobooth– Promote Products

• Gift baskets• Promotional Video

Strategies & TacticsMillennials

Strategies & Tactics

• Strategy 1 – Generate new leads– Ads

• Banner Ads• Paid Search Ads

– Email sign up button on website• Email requested

information to customers

• Strategy 2 – Update social media– Update social media 2-3

times a week– Share background story– Scholarship recipients

post

Strategies & Tactics

• Strategy 3 – Increase visibility– Search engine

optimization– Link social media to

website– Ads on social media to

link back to website

• Strategy 4 – Follower Interaction– Photo caption contests– Followers submit photos

of Pep’s travels with them

– Contests – like, share, and tag

Strategies & Tactics

• Strategy 5 – Utilize Instagram– Personalized hashtags -

#PepInMyStep – Photos from events– Like and comment on follower’s

posts

Budget Highlights

• Promotional Video• First Friday fees (for 3 of

12 months)• Facebook Ads• Website Update• Banner Ads• Paid Search Ads• Fliers• Business Cards

• Brochures• Bookmarks• Gift Baskets and

Supplies• TV’s to play video on at

events• Emergency Buffer

Calendar Example

Media PiecesA sample of a few of the media pieces we have created for you.

Website

• Easier to navigate• Portrays brand• Combined Day of Grace

page with regular site for easier access

Website

Website

Website

Email Offer

Pamphlets

Business Cards

Banner Ads• Can pay to

have these show up in internet browsers for users who are seeking similar products and services

Instagram Photo Prop• Prop it up near

your event table at community festivals and events and encourage attendees to take photos behind it and tag Panda On!

Social Media Example Posts• Integral part of connecting with your

consumers

Social Media Example Posts

Social Media Calendar

Post Survey to Evaluate Campaign• Survey questions in Appendix E of your book• How to create a survey via Google Forms in

Appendix F• If the campaign is unsuccessful, we

recommend that you only continue utilizing the aspects that have helped to grow your business