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Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Name:
Student ID:
Course Title: E-Marketing
Course Code: ECOM301
Academic Year/ Semester: 2023/2024 Second Semester
CRN:
Instructor Name:
Student Grade:
Grade Level:
Low/ Middle / High
The College of Administrative and Finance Sciences
E-commerce Department
E-Marketing (ECOM301)
Digital Marketing Plan Project
You work for a company as a digital marketing manager and you’ve been asked to prepare a comprehensive digital marketing campaign. The campaign will run for the duration of one year, starting January until December 2024.
Important note:
You can choose any company to work with as long as:
It is a local company.
It is a startup that was established in the last (3 – 6) years, 2014 onwards.
It can belong to any industry sector.
Requirements
Part 1, around (1500) words: Due week 7, on 12/10/2024. (Refer to the Textbook Chapters 2, 3, 4, 5,&6 and apply the following in the context of your company)
Investigate the micro-environment as part of the situation analysis for your company.
Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign. (two or three variables for each force are sufficient)Technological forces.
Legal forces.
Economic forces.
Political forces.
Social forces.
Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or ch4, slide 9)Where are you now? (situation analysis)
Where do you want to be? (business objectives)
How are you going to get there? (strategy)
How exactly do you get there? (tactics)
Who does what and when? (actions)
How do you monitor performance? (control)
Summaries the marketing mix best suitable for your campaign. (refer to ch5)Product variables
Price variables
Place variables
Promotion variables
Process variables
How can you implement relationship marketing for your campaign? (refer to ch6)Could you create a virtual community? And how does it help the relationship marketing.
Could you use digital media to support customers’ advocacy? And how?
Competitors analysis
Suppliers and/or Digital Marketing intermediaries.
Customers’ persona.
Lavendery Laundry
Lavendery is a local laundry company that started in the Eastern Province of Saudi Arabia, specializing in (B2C) services. After establishing itself in the market, the company expanded to offer (B2B) and (B2G) services across the Kingdom. Now, Lavendery is aiming to grow its B2C segment further by expanding its services to individual customers throughout Saudi Arabia, with plans to become a leading national laundry service provider.
Lavendery Micro-environment Analysis
a. Competitors Analysis
Lavendery operates in a competitive landscape that includes:
– Traditional laundromats: Offering lower prices without the premium or specialized services Lavendery provides.
– New entrants: Introducing innovative or tech-driven laundry solutions.
– Established players: Large-scale laundries that cater to hotels, hospitals, and other major industries.
b. Suppliers and Digital Marketing Intermediaries
Lavendery has solid partnerships with suppliers like JENSEN and Diversey, who support its commitment to sustainability through eco-friendly chemicals and equipment. Digital marketing intermediaries such as Google Ads, Instagram, LinkedIn, and local influencers play an essential role in boosting brand visibility.
c. Customer Persona
Lavendery’s target customers include:
– B2B clients: Hotels, hospitals, spas, gyms, and industrial areas that demand reliable, eco-friendly laundry services.
– B2C clients: Individuals who value convenience, premium garment care, and sustainability.
– B2G clients: Large government projects like NEOM, requiring extensive laundry operations.
In conclusion, Lavendery operates in a competitive market but stands out with premium services, eco-friendly practices, and strong supplier partnerships. Through effective digital marketing, it reaches diverse customers, including B2B, B2C, and B2G clients. This strategic approach positions Lavendery for continued growth and success in the laundry industry.
Macro-environment Variables
a. Technological Forces
– Adoption of energy-efficient, sustainable technologies such as water recycling systems and advanced laundry equipment.
– Growing use of mobile apps for scheduling laundry services and interacting with customers.
b. Legal Forces
– Compliance with new environmental regulations related to water and energy usage.
– Adherence to labor laws in alignment with Saudi Vision 2030, focusing on Saudization.
c. Economic Forces
– Economic growth and government initiatives like Vision 2030 are likely to drive increased demand for Lavendery’s services.
– Operational costs, such as utilities and rent, are subject to fluctuations that can impact profitability.
d. Political Forces
– Government support for Saudi businesses opens opportunities for Lavendery.
– Political stability is crucial for maintaining a steady supply chain and business continuity.
e. Social Forces
– Growing consumer preference for sustainable and eco-friendly services.
– Increasing demand for convenience in daily tasks, including laundry services.
In conclusion, Lavendery’s macro-environment is shaped by technological advancements that enhance efficiency, legal compliance with environmental and labor laws, and economic growth driven by Vision 2030. Political stability and government support offer business opportunities, while growing consumer demand for sustainable and convenient services further strengthens Lavendery’s market potential.
Digital Marketing Strategy
Strengths
Lavendery has a skilled and diverse team, delivering high-quality, customizable services with great value for money. Its in-house operations, multiple revenue streams, and strong shareholder support provide financial stability. The company excels in talent acquisition, has a broad professional network, and offers an exceptional customer experience, supported by sufficient funding and deep industry expertise.
Weaknesses
Lavendery struggles with limited technology adoption, lacks a quality management system, and has a weak market presence. The absence of clear strategy, weak onboarding, and underdeveloped web and mobile channels hinder growth. There are also issues with inconsistent operational maturity, reliance on manpower, and no structured career paths for Saudi employees.
Opportunities
There’s strong demand for a local brand, with growth potential across underserved markets. New B2B regulations and the rise of convenience-driven consumer preferences create expansion opportunities, including franchising.
Threats
Increasing competition, changing customer behavior, and rising operational costs pose risks. Geopolitical instability and regulatory changes could impact profitability, while supplier reliability remains a concern.
a. Where are you now?
Lavendery is well-positioned in the B2B and B2G sectors but needs to enhance its digital presence to capture more B2C customers.
b. Where do you want to be?
Lavendery aims to become the leading laundry service provider in Saudi Arabia and the GCC by 2030, recognized for sustainability, premium services, and convenience.
c. How are you going to get there?
The strategy will focus on improving Lavendery’s digital presence through a comprehensive online marketing campaign. Emphasis will be placed on key differentiators such as sustainability, convenience, and premium service.
d. How exactly do you get there?
– SEO and Website Optimization: Ensure Lavendery ranks highly for relevant search keywords.
– Social Media Campaigns: Post regularly on platforms like Instagram, LinkedIn, and YouTube, promoting Lavendery’s values.
– Influencer Partnerships: Collaborate with influencers in fashion and sustainability to reach more B2C clients.
e. Who does what and when?
– The marketing team will manage content creation and social media.
– The operations team will ensure customer feedback is integrated into the digital process.
– The leadership team will track key performance indicators (KPIs) and ensure budget alignment.
f. How do you monitor performance?
– KPIs for social media engagement, lead conversions from the website, and customer satisfaction will be tracked.
– Monthly reviews to adjust strategies as needed based on results.
In conclusion, Lavendery aims to strengthen its digital presence to expand its B2C reach and become a leading laundry service provider in Saudi Arabia and the GCC by 2030. The strategy focuses on SEO, social media campaigns, and influencer partnerships to highlight sustainability and premium services. Key teams will manage content, operations, and performance tracking through KPIs, with monthly reviews ensuring the strategy stays on track.
Marketing Mix
a. Product Variables
Lavendery offers premium laundry services focused on sustainability, convenience, and personalized care. Specialized offerings, such as couture and eco-friendly cleaning, differentiate it from competitors.
b. Price Variables
Lavendery’s pricing is competitive, considering the premium nature of its services. Discounts or subscription packages for regular or bulk customers could drive more business.
c. Place Variables
Lavendery operates in the Eastern and Central Regions, with plans for expansion. Strengthening its online presence and possibly developing a mobile app would help reach a broader audience.
d. Promotion Variables
Lavendery’s promotion strategy will focus on social media marketing, SEO, and influencer partnerships, highlighting the brand’s eco-friendly and premium service values.
e. Process Variables
The company uses digital booking systems and customer feedback platforms to ensure a smooth and reliable service process. Showcasing these processes online can build customer trust and transparency.
In conclusion, Lavendery’s marketing mix emphasizes premium, sustainable services, competitive pricing, and strategic expansion across Saudi Arabia. A strong focus on digital booking, social media marketing, and influencer partnerships will promote its unique offerings. Enhancing its online presence and showcasing its smooth service process will help build trust and attract a wider audience.
Relationship Marketing
a. Virtual Community
Lavendery can create a virtual community on platforms like Instagram, where customers can engage with each other and the brand, share experiences, and receive tips on garment care. This helps foster loyalty and strengthens brand relationships.
b. Customer Advocacy
Leveraging satisfied customers as brand advocates can increase organic reach. Lavendery could encourage customers to share their experiences on social media, rewarding top advocates with discounts or exclusive offers.
In conclusion, Lavendery can enhance relationship marketing by building a virtual community on social media, fostering customer engagement and loyalty. Encouraging customer advocacy through shared experiences and rewarding top advocates with discounts or offers will help strengthen brand relationships and expand organic reach.
End of Part 1!
Part 2, around (1000) words: Due week 12 on 23/11/2024.(Refer to the Textbook Chapters 7, 8, 9 &10) – For legal reasons, you will not actually create business profiles and launch a campaign on different platforms. You will merely write the proposed plan and the expected results and accumulated costs, using real facts from the chosen used platforms. So, do the proper research and choose wisely..
Create a campaign for your company to launch, starting January 2021 till December, that will be active for 12 months. Marketing budget: SR 450,000 to spend on digital advertising media over the next 12 months. The budget also includes up to SR 340,500 for advertising creative and content development, and for the company to manage the program.
Part 2
Digital Marketing Campaign for Lavendery (January – December 2024)
In this section, we will outline a comprehensive digital marketing campaign for Lavendery, a premium, eco-friendly laundry service provider. The campaign will run for a full year, starting in January 2024 and ending in December 2024, with a total marketing budget of SR 450,000. This budget includes SR 340,500 for advertising creative, content development, and management costs.
A. Campaign Message
Campaign Message: “Caring for Your Clothes, Caring for the Planet”
Lavendery’s campaign message will emphasize the company’s commitment to providing high-quality, eco-friendly laundry services that offer convenience and sustainability. By integrating the concept of care for both customers’ garments and the environment, the message aims to appeal to eco-conscious consumers and businesses. The core theme will focus on premium service, sustainability, and the convenience of Lavendery’s offerings, targeting both B2B (business-to-business) and B2C (business-to-consumer) segments.
Key messages:
Eco-friendly practices: Highlighting Lavendery’s use of sustainable detergents, energy-efficient machines, and water recycling.
Premium quality services: Promoting the company’s attention to detail and special services like couture cleaning.
Convenience: Emphasizing easy-to-use digital platforms for booking services, home delivery options, and round-the-clock customer support.
B. Digital Marketing Campaign Schedule
The campaign will feature varied content across platforms over the 12 months, strategically timed to align with key events, holidays, and consumer behavior trends. Here’s a proposed timeline for content distribution, frequency, and ad campaigns:
Monthly Overview:
Month
Key Focus/Content
Frequency of Posts
Frequency of Ads
January
New Year Offers (New Year, Clean Start)
4 posts (IG, FB)
2 campaigns (FB, IG)
February
Valentine’s Day Special (Premium Service)
4 posts (IG, FB)
2 campaigns (Google Ads, Instagram)
March
Eco-Friendly Awareness (Sustainability Month)
4 posts (IG, LinkedIn)
2 campaigns (FB, Google Ads)
April
Ramadan Campaign (Convenience Focus)
4 posts (FB, IG)
3 campaigns (FB, IG, YouTube)
May
Summer Prep (Garment Care Tips)
4 posts (Instagram, LinkedIn)
2 campaigns (Google Ads, FB)
June
Mid-Year Promotion (Discounts, Bulk Orders)
4 posts (FB, Instagram)
2 campaigns (Google Ads, IG)
July
Holiday Ready (Travel and Luxury Care)
4 posts (IG, FB)
3 campaigns (YouTube, FB, Google Ads)
August
Community Feedback (Customer Stories)
4 posts (Instagram, FB)
1 campaign (Google Ads)
September
Back to School (Convenience for Families)
4 posts (FB, IG)
2 campaigns (FB, Google Ads)
October
Halloween Themed (Special Offers)
4 posts (IG, FB)
2 campaigns (IG, Google Ads)
November
Winter Care (Special Promotions for Cold Weather)
4 posts (LinkedIn, IG)
3 campaigns (FB, Google Ads, Instagram)
December
End-of-Year (Loyalty Rewards, New Year Prep)
4 posts (IG, FB)
3 campaigns (Google Ads, IG, FB)
Key Content:
Social Media Posts: Frequent Instagram and Facebook posts to keep the brand visible, with an emphasis on showcasing the eco-friendly process, customer satisfaction, and new offers.
Ad Campaigns: A mix of Facebook Ads, Instagram Ads, Google Ads, and YouTube campaigns, aligning with the seasons, special occasions, and promotions.
Influencer Collaborations: Partnering with sustainability-focused influencers (e.g., fashion bloggers, environmental activists) to extend reach, especially for Instagram.
Posting Frequency:
Social media posts will be scheduled at least 4 times a month on platforms like Instagram, Facebook, and LinkedIn.
Paid advertisements will run at least 2 times per month, with increased frequency during key events (e.g., Ramadan, Summer, Holidays).
C. Platforms and Digital Media Strategy
To deploy Lavendery’s campaign effectively, we will utilize a combination of social media platforms, Google Ads, YouTube, and influencer marketing. Below is an overview of the platforms, their purpose, and the estimated monthly budget allocation.
Platforms to be used:
Instagram: Primary platform for visual content (before/after images, customer testimonials, eco-friendly initiatives). Perfect for building engagement with younger, eco-conscious customers. Purpose: Brand awareness, lead generation, customer engagement.
Budget Allocation: SR 60,000/month
Facebook: Strong platform for targeting both B2B and B2C customers. Useful for promoting discounts, offers, and event-based campaigns. Purpose: Promotion of seasonal offers, customer interaction, community building.
Budget Allocation: SR 50,000/month
Google Ads: Critical for reaching customers searching for laundry services. This platform allows highly targeted ad placements. Purpose: Search Engine Marketing (SEM), reaching new customers actively searching for laundry services.
Budget Allocation: SR 100,000/month
YouTube: Utilize video ads to show the process and impact of Lavendery’s eco-friendly service and share customer testimonials. Purpose: Brand storytelling, building trust, awareness.
Budget Allocation: SR 60,000/month
LinkedIn: For B2B promotions, reaching corporate clients, and promoting Lavendery’s services to businesses and industries (hotels, hospitals, etc.). Purpose: Networking, business awareness.
Budget Allocation: SR 40,000/month
Influencer Marketing: Engage with influencers in the sustainability and fashion sectors to generate organic reach. Purpose: Influencer endorsements, organic brand reach.
Budget Allocation: SR 30,000/month
Monthly Budget Allocation Breakdown:
Platform
Monthly Budget (SR)
Instagram
60,000
Facebook
50,000
Google Ads
100,000
YouTube
60,000
LinkedIn
40,000
Influencer Marketing
30,000
Total
SR 340,000
D. Monitoring and Optimization
To ensure the campaign’s success, continuous monitoring and optimization are crucial. We will track key performance metrics, analyze campaign performance, and adjust the strategy as needed to maximize ROI.
Monitoring Tools:
Google Analytics: To track website traffic, conversions, and customer behavior. Metrics: Website visits, bounce rate, conversion rate, user demographics.
Facebook Insights and Instagram Analytics: To track social media performance and engagement. Metrics: Engagement rate, click-through rate (CTR), audience reach, and follower growth.
Google Ads Dashboard: To monitor the performance of paid ads on Google, including impressions, clicks, and conversions. Metrics: Cost-per-click (CPC), click-through rate (CTR), conversions.
YouTube Analytics: To evaluate the performance of video ads, watch times, and audience interaction. Metrics: View count, average watch time, engagement rate.
Hootsuite or Buffer: For scheduling and analyzing content performance across all social media platforms. Metrics: Post engagement, impressions, and follower interactions.
Optimization:
A/B Testing: Running A/B tests on ads and posts to determine which version resonates best with the audience.
Adjusting Ad Spend: Allocating more budget to high-performing platforms and ads, reducing spend on underperforming ones.
Retargeting: Using retargeting strategies to reach users who interacted with Lavendery’s website or social media but did not convert.
Conclusion
Lavendery’s digital marketing campaign for 2024 will strategically focus on eco-friendly services, premium offerings, and convenience. The campaign will be delivered across Instagram, Facebook, Google Ads, YouTube, LinkedIn, and influencer partnerships, with a well-structured content calendar and monthly budget allocations. Monitoring tools such as Google Analytics, Facebook Insights, and Google Ads will allow for effective tracking and optimization, ensuring the campaign delivers optimal results for Lavendery in both the B2B and B2C segments.
End of Part 2!
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