FunKEYS

Marketing Plan
Strat City II

Table of Contents
Executive Summary ...................................................................................... 3
Situation Analysis ......................................................................................... 4
Statement of Purpose ..................................................................................... 5
Targets Audience ........................................................................................... 6
Improve / Bolster Images
PR work on previous shipping issues .......................................................... 7
Develop the Brand Story
About Us Page ......................................................................................... 11
Who We Are Page ................................................................................... 13
History Page ............................................................................................ 15
Reduce the Carbon Footprint Page ......................................................... 16
Community Involvement Page ............................................................... 18
Create a Rise and Empower Page .......................................................... 21
Media Blitz
Good Things Utah on ABC 4 ..................................................................... 24
Studio 5 on KSL 5 ...................................................................................... 25
Expand Brand Awareness beyond Dancer Niche ....................................... 26
Feasibility of using Etsy, Amazon or eBay
Research on Etsy ....................................................................................... 26
Research on Amazon ................................................................................. 27
Research on eBay ...................................................................................... 28
Marketing
Create a Contact Us page ...................................................................... 29
Create a Shopping Cart Page ................................................................. 31
Increase website traffic
Link Harem Pants to FunKEYS Website ............................................. 33
Create shopping account .......................................................................... 33
Increase Instagram Follower Engagement ............................................... 35
Advertising
Create a Video of Dancers ...................................................................... 38
Drawstring bags for local dance charities ................................................ 42
Conclusion ................................................................................................ 43

Executive Summary
The purpose of this marketing plan is to expand brand awareness, create more exposure and
improve public relations for FunKEYS Clothing. The first strategy is to improve public relations
by working on previous shipping issues. Next is to develop FunKEYS brand story. The brand
story is vital to FunKEYS, because it addresses the presence and perception of the brand. It is
proposed for FunKEYS to create an About Us page. The About Us page should be broken
down into five sections; Our Mission, Who We Are, History, Reduce The Carbon
Footprint and Community Involvement. The website is revised by creating a Contact Us
page as well as creating a more efficient and visually pleasing Shopping Cart page. The
forthcoming plan will also expand brand awareness beyond the dancer niche. To do this, it is
recommended that Natalie present FunKEYS Clothing on Good Things Utah on ABC 4. It is
also proposed that Natalie appear on Studio 5 on KSL 5 to talk about FunKEYS. Both shows
have similar demographics and will expand the brand to Natalies new target audience, moms of
dancers. Next will be to consider the feasibility of using Etsy as a mechanism of sales in
addition to the website. The strategy for increasing social media exposure is to create more
follower engagement on Instagram. For this, Natalie should send out an email notifying current
customers of a future contest. It is recommended that a video of dancers be created as an
advertisement and placed on YouTube, Facebook and blogs. It is also recommended that
FunKEYS give-away recycled eco-friendly drawstring backpacks to their local charities to
improve FunKEYS brand awareness throughout the dance community.

Situation Analysis
FunKEYS is a relatively new company, with it just turning 3 in November. While some profit
has been made, and customers are intrigued with their style, FunKEYS must focus their efforts
on implementing the strategies and tactics we have outlined in the marketing plan below.
According to similarweb.com, over a six month span up until March 2016, FunKEYS averaged
461 visits on their website. FunKEYS must increase their brand awareness in order to generate
more traffic to their website. Once potential customers are on FunKEYS website, they only had
a duration of 1:45 (one minute, forty-five seconds). They looked at an average of 1.88 pages and
had a 78.54% bounce rate. The bounce rate is the percent of people that leave FunKEYS
website and go to another website after seeing the first page. FunKEYS not only needs to attract
more traffic to their website, they must also keep those potential customers interested in their
products and engaged with the brand.
The strategies and tactics we have selected for FunKEYS will created more exposure and brand
awareness for the company, which will lead to more sales and profit. The strategies include and
are not limited to new packaging, social media schemes, ideas for coupon codes, and many more.

Statement of Purpose
This proposal presents a plan to improve public relations, increase brand awareness, and
improving online presence.

Target Audiences
The forthcoming plan targets dancers and moms of dancers. Dance moms are a new target
audience for FunKEYS. FunKEYS has typically targeted dancers, and this document proposes
to expand their audience beyond the dancers niche.
The current target audience for FunKEYS are dancers ranging from the ages of 5 to 35. Dancers
are not confined to gender or race. Education levels may also vary among dancers. The average
dancer makes a comfortable $40,000 annually. This places them at a lower level of disposable
income.
FunKEYS creates comfortable dancewear for those who values a loose and laid back lifestyle.
FunKEYS clothing is known for their dance clothing, but can also be worn as everyday
fashionable activewear. FunKEYS clothing can be for those who want to cut down on the
amount of time it takes to get ready, while still looking trendy. FunKEYS products appeal to
consumers of an active lifestyle. FunKEYS products offer free range of movement while still
accomplishing a fashionable look.
The most frequent purchasers are mothers who are either stay-at-home moms or have a job
outside of dancing. Most dancing careers are limited and are in high demand, so dancing careers
are scarce. Most dancers dance through expression or recreation. Psychographic profile may
include expressionistic personalities that spill over into choice of fashion statements. Target
consumer will be more artistically inclined, ethically-conscious and sustainably minded than the
average consumer.
According to eMarketer, of generation X (born between 1961-1979, 37-55 years old) will log
onto social media at least once per month, Facebook being the most popular. About 15% will
access Twitter, and 18% will use Instagram.
According to Megan Bowen, the producer of Good Things Utah, demographic for Good Things
Utah consists of 35-65-year-old moms, including grandmas, 85% of the viewers are stay-at-home
moms. Studio 5s audience consists of 80.4% female, of that, 44.9% are between the ages 25-54.
53% of the demographic has one or more children.
According to socialmediadd.com, 33% of sellers on Etsy are male and 67% of sellers are female.
50% of sellers are ages 18-34. Etsy is a 2-sided marketplace, which means both buyers and
sellers fit into the same target market.
According to businessinsider.com for Amazon prime buyers the age with the greatest amount
was 40-49 years. For non-Prime buyers, the age with the largest number of buyers was 30-39
years.
According to Datamentors.com, 85% of generation x shoppers are more likely to shop at store
with a loyalty program i.e. shopping account.

FunKEYS
1. Goal #1: Improve / Bolster Images (PR)
a. Objective #1 - PR work on previous shipping issues
i.
Strategy #1: Email existing customers a 20% discount code as well as free shipping for their
next purchase.
1. Tactic #1: The coupon will be worth 20% off an order and will be valid for 92 days, from June
1st through August 31st. Coupon codes may not be combine for additional savings. The email
message will say Freshen up this Summer with FunKEYS Clothing by enjoying this limited
time offer. Coupon code is FRESH2016.
2. Tactic #2: Free shipping will be offered to orders that are $75.00 or more (or amount to be
determined by Natalie)
3. Tactic #3: Email mockup for fixing pervious shipping issues below:

ii.

Strategy #2: Offer a referral program

1. Tactic #1: FunKEYS will send out an email with a unique code to existing customers who have
a shopping account.
a. According to Datamentors.com, 85% of generation x shoppers are more likely to shop at store
with a loyalty program i.e. shopping account. FunKEYS will need a list of all of their current
customers emails. FunKEYS should send out an email blast about this promotion. The email
should state:
i.
Hey Anne,
We are starting a referral program to thank our loyal
customers. Here is your unique link, send it to your
family members, friends, colleagues and others to
create an account when shopping on the FunKEYS
website.
www.FunKEYSClothing.com/AFrank
You will receive a 20% off coupon code (good for
one item) when the first purchase is made on the
new account from your link.
Thank you for your continued support,
-FunKEYS Clothing
b. Since FunKEYS has already implemented an account creation system, this would allow current
users to receive an incentive for spreading the word of FunKEYS. Once current customers
receive the email, they can share the unique link with others. The existing customer will get a
20% off a single item coupon code for the first purchase made on the new account from the
unique link (amount of discount to be decided by Natalie).
c. Email with 20% off coupon code mockup below:

iii.
1.
a.

b.
c.

Strategy #3: Create a surprise for Customers with packaging.

Tactic #1: With each package, Natalie will include a Thank You card.
It will be written on 100% recycled paper from Staples. The size of the original paper is 8.5 x
11. The cost is $10.00 for 100 sheets from Staples. Price per sheet is $0.10
http://www.staples.com/JAM-Paper-24-lb-8-1-2-x-11-Recycled-Paper-Ginger-100-SheetsPack/product_261007 The full paper will be cut into 4 pieces to make each Thank You note.
The Thank You note should mention the customer's name and the item they ordered to be more
personal. The note should include a contact number, so that the customer feels taken care of and
has a direct contact if problem(s) arise.
Thank You note mockup below:

10

2. Tactic #2: Give away a free headband with each order.

a. FunKEYS should also include a headband made from the excess fabric used in each customers
purchase. Giving away headbands as a way to thank her loyal customers. (The length of time
for this promotion is to be determined by Natalie.) It would only cost Natalie time to create the
headbands.
b. Objective #2: Brand Story
i.
Strategy #1: Develop the Brand Story
1. Tactic #1: Show the Brand Story by creating an About Us page for the FunKEYS Website.
The About Us page should be broken down into five sections. The five sections should be
Our Mission, Who We Are, History, Reduce The Carbon Footprint, and Community
Involvement. Each section of the page should have a picture describing it. The suggestion for
the Who We Are section is to have a professional photo of Natalie and Karen. The suggestion
for the History section is to have a photo of a FunKEYS product with the logo on it. The
suggestion for Reduce The Carbon Footprint section is to have a professional photo of Natalie
or Karen in nature with their arms open wide and their back to the camera, giving off a love
nature feel. The suggestion for Community Involvement section is to have a professional
photo of Natalie and Karen with one of the charity dance organizations they work with. When
you scroll over the picture or the text, the cursor will turn into a hand suggesting a link to their
respective page. Every section besides Our Mission section will be linked.
2. Tactic #2: About Us page mock up below:

11

3. Tactic #3: The

Are page
in written first
should include
Natalie and
sitting and
hugging
overlooking a
view. Then, it
include two
photo for each
The following
sample of how
should be
a. Natalies Bio:
i.
My name is
and I am the
FunKEYS
company. Ever
a young girl, I
passionate
dance and
didnt like the
of a studio as a
have always
theatrical and
so life was my
When I turned
got to dance
consistently. I
competing
urban dance
went on to do
professional

Who We
should be
person. It
a photo of
Karen
side
scenic
should
bios with a
of them.
text is a
the bios
stated:
Natalie
founder of
Clothing
since I was
have been
about
fashion. I
structure
child, but I
been
dramatic
stage.
16 I finally
started
with an
team and
shows,

choreographing, and have built my life around this urban culture that I love so much. I love
dance because of the people, the innovation, the style, the attitude, and the way it makes me feel.
My goals are to continue doing what feels right to me. I love creating. I love helping people. I
love dancing. I want to grow and be an example that people can use when they are told the odds

12

are against them. Do what makes you happy...and a lot of it. Thats what I am doing and will
continue to do.
b. Karens Bio:
i.
My name is Karen and I am the assistant of the FunKEYS Clothing company. I began dancing
in 2008 after I met a bboy, who taught me how to breakdance. Two years later I began to learn
house, locking, popping, and choreography dance styles. I love to dance because it is a great
creative release. Dance has given me the outlet to live a life where I can do what I love every
single day and I am very grateful for that opportunity. Along with dancing for my own benefit, I
have now been running a non-profit organization called Utah Urban Dance Organization, that
mentors 20+ kids. Im very passionate about this because I am able to help kids learn life lessons
like responsibility, professionalism, consequences, teamwork, and self-reliance. I started working
for FunKEYS Clothing because I believed in Natalies vision and I love what the company
stands for.
c. Who We Are page mockup below:

13

14

4. Tactic #4: The History page should be in written in second person. The photo should be of Salt
Lake City, which is where Natalie grew up and started her company.
a. The following text is a sample of how the History page should be written:
i.
FunKEYS began its mission on November of 2012 and have continued it through their passion
for dancing and the drive to serve others. While living in West Jordan, Utah and competing in
dance competitions across the country, Natalie noticed that fashionable yet comfortable forms of
clothing for dancers did not exist. Seeking to solve this problem, Natalie developed a new type of
pant inspired by the traditional harem style. While these pants are fashionable, they are still
comfortable to wear. After the success of their pants, they branched out to provide other
comfortable, flexible and stylish clothing to anyone and everyone.
b. History page mockup below:

15

5. Tactic #5: The Reduce The Carbon Footprint page should be written in second person. The top
cover photo should be of Natalie picking out fabrics in the factory.
a. The following text is a sample of how the Reduce The Carbon Footprint page should be
written.
i.
FunKEYS reduces its carbon footprint by creating clothing out of rescue fabrics and
abandoning the use of hang tags, sewn in washing instructions and unnecessary packaging.
Rescue fabrics are fabrics that have either been abandoned or are left-overs from previous
projects. The reason FunKEYS uses leftover material is to help limit waste products and to
conserve the environment. Also, FunKEYS headbands are a byproduct of other articles of

16

clothing. When they have leftover fabric, they always find a use for it. Reducing their carbon
footprint is one of their most important values and concerns as a company.
b. Reduce The Carbon Footprint page mockup below:

6. Tactic #6: The Community Involvement page should be written in third person. It should be
broken down into four sections: Urban Dance Organization, Will Dance for Kids Project, The
BBoy Federation and Rise and Empower. When the picture of each organization is hovered-over,
text will then appear explaining the organization. When the pictures are clicked on, it will lead

17

the user to the direct page of each of the organizations. The BBoy Federation, Utah Urban Dance
Organization, Will Dance For Kids Project, and Jasper House will lead to their respective web
pages.
a. The following text is a sample of how the Community Involvement page should be written:
i.
Utah Urban Dance Organization-The Utah Urban Dance Organization is a non-profit dance
program that gives kids an affordable opportunity to receive top-notch dance lessons. The group
strongly believes that dance and hip-hop culture is something that can change lives and is very
important in enabling people to express themselves.
ii.
Will Dance for Kids Project-FunKEYS sponsors the Will Dance For Kids Project. The Will
Dance For Kids Project is a group designed to raise funds for childrens charities through dance
and dance competitions.
iii.
BBoy Federation-The BBoy Federation is a non-profit organization seeking to help grow the
Hip-Hop community in Utah while providing local youth with an opportunity to develop their
skills. This is done through competitions, workshops, performances and education.
iv. Jasper House Haiti- Jasper House Haiti is a social enterprise that strives to empower women
out of poverty and abuse in Haiti. The Jasper House Haiti women are presented the opportunity
to make a living by learning how to create hand-made goods through this organization.
b. The Community Involvement page mockup below:

18

c. The Community Involvement page when hovered-over with caption mockup below:
19

7. Tactic #7: Create a Rise and Empower page for the website. It should be written in third
person. The cover photo should be of the Haitian women from the organization hugging, then a

20

description of the organization under. The next section should be titled Les Femmes to
represent the women of Haiti in the organization (or another name decided by Natalie). This
section should include profile pictures of the women in Rise and Empower and a caption of them
should pop up when the user scrolls over each picture. The description of each woman may be
altered to fit Natalies vision. The last section of this page should be titled Our Products, the
purpose of this section is to give users the opportunity to buy Rise and Empower products.
a. The following text is a sample of how the Rise and Empower the page should be written:
i.
Rise & Empower is an organization in Haiti that was created by a dual partnership between
FunKEYS Clothing and the Jasper House Haiti. We are committed to empowering women out
of poverty and abuse in Haiti through creativity and vocation. We are launching our new line of
socially conscious, handmade items that are placing freedom, independence and hope into the
hands of precious souls. Check out the inspiring women who designed and hand-made each of
the Rise & Empower accessories below.
b. Rise and Empower page mockup below:

21

22

c. Rise and Empower page when hovered-over with caption mockup below:

23

c. Objective #3 - Media Blitz

i.
Strategy #1: Get Natalie on Good Things Utah on ABC 4 to talk about FunKEYS.
1. Tactic #1: Research on Good Things Utah
a. Megan Bowen is the producer of Good Things Utah. She said the demographics for the show is
35-65-year-old moms, this includes moms and grandmas and about 85% of the viewers are stay
at home moms. She also said the viewership doesnt change in the summer and if anything, it
picks up more in the summer because moms dont have to worry about taking their kids to
school. The only time viewership decreases is during holidays. This show was released in
October 21, 2002. It is a talk show that is played on ABC 4. It airs at 9am Monday through
Friday following Good Morning America. The hosts of the show Nicea, Reagan, Jessie, and
Michelle. Their plot outline is everything thats great about the Beehive State. Good Things
Utah has 39,573 likes on Facebook. Their Instagram page has 10.7k followers. Their twitter has
2,928 followers.
2. Tactic #2: Natalie will have 4-5 minutes to talk about her company. These are suggested talking
points Natalie should use.
a. First, she should talk about how her clothes are designed for busy moms. Natalie has two options
in showing her clothes; she can have her products on a table for display or she can have her
products be worn by models. It is recommended that she has 2-4 models on the show wearing
different outfits. It is recommended to have three moms wearing tunics and harem pants and one
7-10-year-old girl wearing harem pants. She should explain how easy the tunic shirts are for
moms to wear and how comfy and fashionable her pants are. She should mention it will save
moms time getting ready in the morning. While the models are on air, Natalie should also state
how she uses rescue fabrics in her products and explain what that means.
b. Second, she should talk about how she also makes clothes and costumes for local dance charity
organizations. She should talk about her involvement with Utah Urban Dance Organization and
Will Dance For Kids. It is recommended for Natalie to show videos and/or photos of the dancers
from these organizations with her costumes on.
c. Finally, she should talk about how she works with Dancing with the Stars. It is recommended she
talks about how she provides all of the practice clothes for the dancers on the show.
3. Tactic #3: Cost and Dates for Natalie to get on Good Things Utah
a. Megan Bowen will let Natalie come on the show for free for the first time. Every time after that,
Natalie will have to pay $1500 to come on the show.
b. Megan Bowen said to send her dates of when Natalie would like to be featured on her show. The
suggested date is Monday July 25th, 2016 because Saturday, July 30th is National Dance Day.
However, Good Things Utah doesnt air on Saturday so it is recommended that Natalie comes on
the Monday before and connect her company with National Dance Day. Another suggested date
is any Monday in May, besides May 30th, because Dancing with The Stars will still be airing on
Mondays. Natalie could tie in her work with Dancing with Stars and say tune in tonight to see
my clothes on the dancers.
ii.
Strategy #2: Get Natalie on Studio 5 on KSL 5 to talk about FunKEYS.
1. Tactic #1: Research on Studio 5
a. Studio 5 airs on KSL 5, Monday through Friday at 11 AM. Studio 5s audience is 80.4% female.
44.9% of that audience are between the ages 25-54. 53% of their audience has one or more
children and most participate in activities where comfortable active clothing would function well
24

2.
a.

b.

3.
a.
b.

2.
a.
i.
1.
a.

2.
a.
b.
i.
1.
a.

for them. Brooke Walker is the host of the show. Guest contributors include Matt Townsend, Dr.
Liz Hale, Holly Stone, Melanie Douglass, Becky Low, Lauren Oviatt, Emily McCormick,
Connie Sokol, and Julie Hanks. Their Facebook has a following of 35,527 and their Instagram
page has a following of 10.8k.
Tactic #2: Natalie will have 2-4 minutes to talk about her company. These are the three subjects
she should talk about.
First, she should talk about how her clothes are designed for busy moms. Natalie has two
options in showing her clothes; she can have her products on a table for display or she can have
her products be worn by models. It is recommended she has 2-4 models on the show wearing
different outfits. It is recommended to have three moms wearing tunics and harem pants and one
7-10-year-old girl wearing harem pants. She should explain how easy the tunic shirts are for
moms to wear and how comfy and fashionable her pants are. She should mention it will save
moms time getting ready in the morning. While the models are on air, Natalie should also state
how she uses rescue fabrics in her products and explain what that means.
Second, she should talk about how she also makes clothes and costumes for local dance charity,
organizations. She should talk about her involvement with Utah Urban Dance Organization and
Will Dance For Kids. It is recommended for Natalie to show videos and/or photos of the dancers
from these organizations with her costumes on.
Tactic #3: Cost and dates for Natalie to get on Studio 5
The cost of appearing on Studio 5 will be $750 because of Jeffersons employee discount. The
cost includes a 2-4 minute in-studio interview, a video posted to Studio 5s website, and a fully
embeddable link of the video for Natalie to use anywhere she wants.
Studio 5 plans out their shows a month in advance. The recommended date for going on the
show is Friday, July 29th in order to promote National Dance Day, which takes place on July
30th. Another recommended time would be any day in May other than Memorial Day. This
would help promote her clothing as a fashionable way to prepare for the hot summer months.
Goal #2: Expand Brand Awareness beyond Dancer Niche (Research)
Objective #1 - Create new Target Audience
Strategy #1: Moms of dance kids
Tactic #1: Research on current target
According to eMarketer, of generation x (born between 1961-1979, 37-55 years old) will log
onto social media at least once per month, and of those social networks the most frequently
accessed is Facebook. According to eMarketer barely 15% will tap Twitter, and only 18% will
use Instagram. Since generation xers arent likely to experiment with the latest social platforms,
a brand that wants to connect with their target audience can feel confident that they will find
them on Facebook. http://bit.ly/19N5Tsz
Tactic #2: Using Media Blitz to fulfill brand awareness beyond dancer niche
Studio 5 and Good Things Utah reach this target audience through their show and by posting on
their social media accounts, including Facebook.
Objective #2 - Feasibility of using Etsy, Amazon, or eBay as mechanism of sales in addition to
website.
Strategy #1: Etsy
Tactic #1: Research on Etsy
According to statista.com, in 2014, Etsy had 54 million members. According to
socialmediadd.com, 33% of sellers on Etsy are male and 67% of sellers are female. 50% of
sellers are ages 18-34. Etsy is a 2-sided marketplace, which means both buyers and sellers fit into

25

b.

c.

2.
a.
ii.
1.
a.

b.

c.

d.

iii.
1.

the same target market. http://bit.ly/1NeJTFd. In order to sell on Etsy, Natalie must first create
an account on Etsy, then set up a shop location, the currency and the shop name. Then create the
listings, set a payment method and a billing method. Etsy doesnt charge a monthly fee for
sellers, and they offer their sellers automatic deposits, secure transactions and seller protection.
Etsy has three basic selling fees: a listing fee, a transaction fee and a payment processing fee.
Each listing on Etsy has a $0.20 fee. The listings are active for four months or until the item is
sold. If the item is purchased, there is a small commission fee and a standard payment processing
fee. Each item that sells receives a 3.5% transaction fee, this price is only on the actual price of
the item and does not include the shipping costs. If payment is accepted through Etsys direct
checkout payment system, you will have a fee of 3% plus $0.25.
There are various ways sellers can accept payment. Direct Checkout is through Etsy and is easyto-use and secure. However, you can also use credit/debit cards, PayPal, Google Wallet, Apple
Pay and Etsy Gift Cards. Once the item is sold the funds are deposited directly into the seller's
bank account in the currency they wish.
Tactic #2: Selling on Etsy
Its recommended that Natalie lists products on Etsy to sell, because it is the most cost efficient
and has the most appropriate demographics.
Strategy #2: Amazon
Tactic #1: Research on Amazon
According to the Motley Fool, Amazon has roughly 244 million customers. According to
businessinsider.com for Amazon prime buyers the age with the greatest amount was 40-49 years.
For non-Prime buyers, the age with the largest number of buyers was 30-39 years.
http://read.bi/1J3OvwX According to statista.com the three countries to access Amazon the most
were Germany, India, and the United States. http://bit.ly/1FfEniZ. There are two options to sell
on Amazon, Individual Seller or Professional Seller.
Individual Sellers do not have a monthly subscription, there is a per sale closing fee of $0.99, but
does not have access to the use of feeds, spreadsheets and other tools to load inventory. They
also do not have access to order reports and order-related feeds. Individual Sellers are able to
sell in 20 open categories, but are not able to apply for additional categories beyond determined
ones. They also cannot customize shipping rates.
Professional Seller requires a $39.99 monthly subscription fee plus per-item selling fees, which
will vary by category (begins as soon as you complete the registration process). Professional
sellers are given the use of feeds, spreadsheets, and other tools to load inventory, as well as
access to order reports and order-related feeds. Professional Seller get top placement on product
detail pages. They are able to sell in more than 20 open categories as well as able to apply to sell
in 10 additional categories. Professional sellers are also able to customize shipping rates.
If Natalie plans on selling fewer than 40 items a month, its recommended that she use the
Individual Sellers plan, because there is no monthly subscription fee and only $0.99 fee peritem-sold, and potentially other selling fees depending on the category. It is possible for Natalie
to have additional fees if she uses Fulfillment by Amazon to pick, pack, ship and provide
customer service for her products. If Natalie chooses to fulfill orders herself, Amazon platform
shipping rates will apply to all products sold. The rates will depend on the product category and
shipping services selected by buyer.
Strategy #3: eBay
Tactic #1: Research on eBay

26

a. eBay offers Auction Style Listings where the seller receives bids on an item and highest bidder
wins the product. A Buy It Now price can be set to allow the buyer to purchase the item before
the listings end date. The listing will appear in the eBay category (or categories) you choose
and in search results. The duration of auction-style can vary from 1-10 days. An insertion fee
will be charged for each auction-style listing if that listed item sells. A final value fee will be
charged after the sale, but there are also optional advanced listing upgrades and supplemental
services.
b. Fixed Price Listings is where the seller lists their items at a set price to give buyers an option
to purchase right away and no bidding is allowed in this format. Listings can last anywhere from
3-30 days or Good til Cancelled. Good til Cancelled listings automatically renew every 30
days until all the stock is depleted, the listing is cancelled by seller or eBay cancels the listing.
There is an out-of-stock option in preferences to allow listings to stay active even when
inventory has temporarily run out. A final value fee will be charged after the sale, but there are
also optional advanced listing upgrades and supplemental services.
c. Classified Ads allow the seller to advertise on eBay, just like a traditional classified ad. The
seller will state their price; the buyer will contact the seller and they will handle the transaction
personally. Most classified ads will run for 30 days with the option of listing Good til
Cancelled. Good til Cancelled listings automatically renew every 30 days until all the stock
is depleted, the listing is cancelled by seller or eBay cancels the listing. A final value fee will be
charged after the sale, but there are also optional advanced listing upgrades and supplemental
services.
d. The insertion fees for the first 50 listings per calendar month are free. Buy it Now is also free for
all auction-style listings. Up to 12 pictures per listing are free with eBay picture hosting. The
final value fee per item is 10% of the total amount of the sale, and the maximum fee is $750.
e. An insertion fee and advanced listing upgrade fee is applied to each listing created and are
charged at the time of listing or relisting and are nonrefundable. Fee amounts are based on the
terms in effect when the listing goes live and when it renews. An advanced listing upgrade fee
and insertion fee is applied when selecting more than one category for a listing. A late fee may
be applied if there is an amount due and isnt paid fully each month. All fees are in US dollars.
3. Goal #3: Marketing
a. Objective #1 - Website
i.
Strategy #1: Create a Contact Us page. This page should include an email (Ex:
support@FunKEYS.com) and contact number (Ex: 1-800-FUNKEYS). The next section should
be a feedback section. It should say Have a question or comment? Let us Know. This allows
customers to share their experience with FunKEYS. The top photo for this page should be of a
group of people wearing FunKEYS pants, to give off the make everyone happy vibe.
1. Tactic #1: Contact Us page mockup below:

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ii.

Strategy #2: Create an About Us page(s)

1. Tactic #1: Please refer to Goal #1, Objective #2, Strategy #1 for our strategy and tactics
regarding About Us page.
iii.
Strategy #3: Create a Shopping Cart Page
1. Tactic #1: The Shopping Cart page should include an Item Description column to explain
the products, a Quantity column, a Price column and a Total column to show the total
price of the discounted items and the quantity together. The bottom of the page should include a
Subtotal row to show prices pre-discount, a Total Savings row written in red to highlight the
discounts, a Shipping row to show shipping cost, a Tax row and a Total row to show the
total cost of the order post discount, shipping and tax.
2. Tactic #2: Mockup for shopping cart page below:

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iv. Strategy #4: Create a Rise and Empower page.

1. Tactic #1: Please refer to Goal #1, Objective #2, Strategy #1, Tactic #6 for our strategy and
tactics regarding Rise and Empower page.
v. Strategy #5: To increase website traffic
1. Tactic #1: Research
a. According to googleadwords.com, an advertising service that focuses on keywords that link
words to the content on webpages. In Utah, the single word harem pants gets on average 10
searches per month, and the double word harem pants gets on average 480 searches per month.
Also, according to googleadwords.com, harem pant is the top searched word for this type of
pant.
2. Tactic #2: Link Harem Pants to FunKEYS Website
a. Currently on FunKEYS website, the doubleword harem pants is not found when searched on
Google. In order to get search traffic to the FunKEYS website, FunKEYS need to put the double
word harem pants as a description of their pants. The double word harem pants needs to be
written as an initial description for each pair of pants. Under the product categories tab, the
double word harem pants should be listed as a product. This can be fixed through WordPress
administration page (or whichever website builder Natalie is using) to include the keyword
harem pants as a searchable term on search engines.
vi.
Strategy #6: Promote on FunKEYS website and social media for new customers to create a
shopping account. (Marketing for the website)
1. Tactic #1: It is recommended that FunKEYS gives a coupon code for new customers that says
Welcome, first time shoppers! The advertisement for this strategy will be posted on their
website and social media. For their website, the advertisement will be posted on the top of the
main page for the month of May. For their social media accounts, the advertisement will be reposted once a week throughout the month of May. The customer will have to create a shopping
account in order to receive the email with the coupon code. This promotion will be active from
May 1st, 2016 to May 31st, 2016. Natalie will keep track of all new customers between these
dates and send them the email with the coupon code. It is recommended that the coupon code
give customers 15% off of their first purchase. This is to incentivize potential customers to
purchase clothes from FunKEYS after creating an account.

b. Objective #2: Instagram

i.
Strategy #1: Follower Engagement
1. Tactic #1: Natalie will periodically post a picture requesting her followers to post a photo of
themselves, friends or family members wearing FunKEYS gear, with the promise of reposting /
shout out on FunKEYS Instagram page.

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ii.
1.
a.
i.

1.
2.
3.

b.

Strategy #2: Increase current customer followership of 14.7k followers

Tactic #1: Send out email to notify current customers of Instagram contest starting on July 1st,
2016. This is to encourage their followership on FunKEYS Instagram page and also to make
them feel included.
The following text is a sample of how the email should be composed for the customers:
Hello Vinh,
Thank you so much for doing business with
us. We want to let you in on a little secret.
Starting July 1st, 2016, we will be doing a
contest for our Instagram followers for a chance to
win $100 worth of FunKEYS products. As a loyal
FunKEYS customer, we want to let you know first
to give you an advantage in this contest.
The rules are simple:
Follow us on Instagram - @FunKEYSClothing
Tag three friends in the comment section of the picture we post on July 1st, 2016.
Post a picture of you wearing FunKEYS clothing on your personal Instagram page during the
month of July, tag @FunKEYSClothing and use the #FunKeySummer, but make sure your
account is public.
Valid July 1st, 2016 through July 31st, 2016
Email notification for customer mockup below:

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2. Tactic #2: FunKEYS should post an Instagram photo explaining contest rules in the caption on
July 1st.
a. The following is what the Instagram contest caption should say:

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i.

3.
a.
b.

c.
4.

HEY YOU! Want to Win $100 worth of FunKEYS merchandise??!! We want to see you
repping FunKEYS gear this summer! You will get one entry by completing the following rules!
1. Follow us on Instagram @FunKEYSClothing
2. Tag three friends on this post who would also
love to rep FunKEYS gear.
3. Post a picture on your personal page of you in
FunKEYS gear during the month of July (Make
sure your account is public). Tag @FunKEYS and
use the #FunKeySummer.
Accounts must be public for the duration of the giveaway.
Fake or ghost accounts will be disqualified. Winner will be chosen
at random. Contest ends on July 31, 2016. We will notify the
winner by reposting their photo on our page with their account
name tagged. Specific instructions will then be given to the winner
to claim their prize. Winner will have their choice of up to $100
worth of FunKEYS merchandise.
Tactic #3: FunKEYS should post an Instagram photo alerting who the winner of the contest is.
Natalie should repost the winners photo.
The caption for the FunKEYS winner post. Announcing Our Winner! Congratulations to
@kaelaa_ann for your photo submission. (Natalie should make a personal statement about the
winners photo.) i.e. We loved seeing you rocking FunKEYS pants in New York City. Please
DM us to claim your prize. Thanks to everyone who submitted a photo! Look out for our next
giveaway happening soon!
Once the customer DMs FunKEYS, Natalie should send her email to the winner. They should
work through personal e-mail to find out what merchandise the winner would like.
Tactic #4: Instagram mockup below:

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c.

i.

Objective #3 - Advertising (Social Media ad)

Strategy #1: Create A Video of Dancers.
Tactic #1: Create a storyboard for video
The video is a no-transitions piece. In order words, the video will be one, continuous scene. The
video will start with a mother prepping her kids for the day, flows into their neighborhood
dancing together, and ends with the family driving off to a dance competition.
Mock Up of Storyboard --- See attached paper--Tactic #2: Put video on YouTube
The video will be put on YouTube as advertisement. According to its website, YouTube has over
one billion users, which is almost of all people on the internet. Each day hundreds of millions
of hours are viewed on YouTube. YouTube reaches more 18-34 and 18-49-year-olds than any
cable network. The website also states that partner revenue is up 50%. 300,000,000 people use
YouTube. Four billion videos are viewed per a day on YouTube. Average time spent on YouTube
is 40 minutes.
YouTube is the second-largest search engine in the world, trailing only Google. There are over
two billion YouTube videos streamed every day, and advertisers want a piece of this viewership
pie. YouTube advertisers pay per view of their ad, with an average cost-per-view ranging
between $.10 $.30. The views also count toward your overall YouTube views. On YouTube,
there are four standard types of ad formats:
In-search an ad shows up above the YouTube search results.

ii.

In-slate an ad shows up in the suggested videos after your video ended

i.
1.
a.
b.
2.
a.

b.

36

iii.

In-display an ad shows up on the suggested videos beside the video you are watching.

iv.

In-stream an ad plays before you can watch your video.

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c. The pricing varies slightly per ad unit, with in-display ads ranging towards the higher end ($.30
per view) and in-search toward the lower end ($.10 per view). Advertisers can target viewers by
age, gender, location or by what types of videos they like to watch on YouTube. Generally,
advertisers pay incrementally more for focused target audiences.
i.
EX: If the Utah Department of Transportation (UDOT) wanted Utahans to learn how to drive a
new type of intersection in Salt Lake City, it would only want to target men and women 16+
years old within a 10-mile radius of Salt Lake City. It would probably select more in-stream
video ad units so the locals could watch how to drive the intersection, as well as in-search for
anyone searching for driving tips in the area. At an average cost-per-view of $.20, UDOT would
pay around $2,000 to educate 10,000 people how to drive the intersection. Overall, YouTube ads
are an excellent means of boosting your web presence at an affordable rate. For most ad units,
potential customers actually CHOOSE to watch your advertisement. Also, the overall boost in
views gives more credibility to your company and gives it a better chance of showing up
organically in YouTube or other search engines.
d. The recommendation for FunKEYS is to run both in-display and in-stream ads on YouTube.
Since there is no set cost, the end result will depend on how much Natalie is willing to spend and
how specific the target audience is. According to research, 15 seconds ads generate more
impressions and conversations. Based on this, we select a 15 second portion of the video for the
in-stream portion of the ad. The portion of the video that will be used for the ad is marked by the
*****1***** and *****2***** on the storyboard script. There will be a link to the full ad in the
15 second ad. (http://bit.ly/1SqHNmT) FunKEYS should run the ad until it is no longer effected.
3. Tactic #3: Put the video on Facebook.
a. The caption for the video on Facebook should be This is how we start our morning; how do you
start yours? This is to engage the audience to comment and interact with the video.
b. Natalie can track the interactions of the promotional video to follow its success.
c. Marketers consider Facebook an extremely sophisticated targeted advertising platform. http://bit.ly/1SawnK5. In an eMarketer report, 29 companies (including advertising agencies
and client-side marketers) to grade the Big Three social networks: Facebook, LinkedIn and
Twitter. And the Emerging Three social networks: Instagram, Pinterest and Snapchat in a
range of categories, including creative capabilities, ad targeting, measurement and ROI.

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i.
ii.
d.

4.
a.

b.

c.
ii.
1.
a.
b.

2.
a.

3.

More than 1.4 billion people use Facebook...and more than 900 million visit every day.
More than 700 million people visit Facebook every day on their phones and tablets.
FunKEYS should post this video on their Facebook page and then run it as advertisement on
Facebook. The cost for the Facebook Ad will depend on how much Natalie is willing to spend
and how specific the target audience is. Natalie can set a daily budget or a lifetime budget It is
recommended Natalie does a daily budget of $100 a day for a month. This would generate an
estimated 292-542 clicks per a day for her website.
Tactic #4: Put the video on under the websites Blog tab
According to Get Busy Media, companies should post a video on their website because it
personalizes your brand, it localizes your brand, it impresses New Site Users, it appeals to users
who hate to read, it differentiates yourself in a meaningful way, and it builds engaged social
communities. http://bit.ly/1Moiw0s
Also, according to Intechnic, companies should post a video on their website because it quickly
delivers the message, it engages your website visitors, drives traffic to your website, it is
entertaining, it gives your company a personality, it strengthens the bond with your visitors, it
increases your reach, it makes you stand out from your competition, it encourages regular visits
to your website, and it helps to be remembered. http://bit.ly/24a39y
FunKEYS should post the video on their website under the Blog tab
Strategy #2: Giving a Drawstring Bag to kids from her local dance charities.
Tactic #1: Research on Drawstring bags
Brooke Sharp, a dance studio owner, said the majority of her dancers (she has a total of 180) use
drawstring bags to carry their shoes and other dance necessities.
Patch.com states Drawstring Bags are the most versatile and useful bags one can come across.
It also states they are lightweight, which means they are handed and can be easily carried.
Finally, they can be used for multiple purposes and are durable, reliable and reusable.
http://patch.com/illinois/newlenox/benefits-multipurpose-drawstring-bags
Tactic #2: Order FunKEYS drawstrings bags
Natalie should purchase the bags from Elevatepromo.com The pricing is quoted by Carson
Alvey, carson@elevatepromo.com. The cost for the drawstring bags would be $1.45-$1.69
(Cinch Up Drawstring Backpack) per bag. The price depends on the size of the logo on the bag
and the colors used. Number of bags ordered to be determined by Natalie.
Tactic #3: Natalie should hand out these bags to the kids in her dance organizations.
a. This bag wont only
help the kids in these charities with carrying their dance
gear, but it will create brand awareness for FunKEYS. The
kids will use these bags to carry their stuff for dance events
and other active activities. They will also appreciate Natalie
helping them by giving them a bag to carry their gear in.

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Conclusion
This proposal offered a plan to improve public relations, increase brand awareness and improve
website presence. FunKEYS needs to rebuild trust with past customers who have had a negative
experience with shipping issues. They need to create more potential customers by increasing
brand awareness. And FunKEYS needs to improve their website so that potential customers will
be more engaged and stay on the site longer.
Short term goals include emailing existing customers a 20% discount code as well as free
shipping for their next purchase. Mailing Thank You notes on recycled paper with new orders.
Creating followership engagement on Instagram by Natalie periodically posting a picture
requesting her followers to post a photo of themselves, friends or family members wearing
FunKEYS gear. Natalie should also send out email to notify current customers of Instagram
contest starting on July 1st, 2016. This is to encourage their followership on FunKEYS
Instagram page and also to encourage potential customers to go to FunKEYS website.
Natalie should appear on ABC channel 4 Good Things Utah, and KSL channel 5. Natalie
should also create a video of dancers to be posted on YouTube, Facebook and FunKEYS
website.
The long-term goals include an improved website presence, which will engage consumers to
keep them on the website longer and browse more pages. Creating FunKEYS brand story is
essential for consumers to be able to see who Natalie is and what her company is about. These
pages will include: Our Mission, Who We Are, History, Reduce The Carbon Footprint,
and Community Involvement. It is also recommended for the Shopping Cart page and the
Contact Us page to be updated. The longer customers are engaged and stay on the website, the
more they will look at, and the more they will put in their shopping cart.

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