Dunker Beal Research Paper

Addie Hallen, Coco Brickley, Rebekah Wooden, Rosa Alvarez, and Sarah Sheffield
LDSBC
21 March 2017
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Table of Contents

Client Discovery .. 2

Brand Archetype .. 3

Mood Board ..4

Consumer Persona 5

Competitor Analysis .6

SWOT ...10

Post Mockups 13

Content Calendar....16

Paid Advertising .17

Analytics .17

Influencers ..18

Conclusion...20
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Dunker Beal Research Paper

Client Discovery

In our research weve discovered that Dunker Beal in an interior design company. On
your website, we found this short description to describe your purpose and vision for the
company:
Michele and Cody both share a passion for transforming
concepts into finely edited spaces by personally conceiving,
detailing, sketching and documenting projects. Dunker Beal works
closely with a few elite artists, craftsmen and tradesmen to deliver
a result that is not matched by others. Its this duos ability that
has earned them a reputation and a following of clients.

The vision, as conceived by some authors, has more to do with the future and really

describes what an organization plans or hopes to be in the future. This is more of an

inspirational or motivational statement that is meant to drive employees and also clearly

demonstrate an organization's goals to stakeholders. It's the mental structure that places it in

time and space according to its objectives; or, in other words, the dream of every person to

reach their development, both personal and professional.

What weve discovered about Dunker Beal is that youre very passionate in helping

others achieve designs that are special and unique to your clients. This statement shows how

much it matters that being unique is special. The company takes pride in personalizing blueprints

and designs exactly how clients want them.

The social media platforms used are Facebook and Instagram. On Instagram, you have

849 followers. Theres a lot of engagement on posts, and frequently asked questions about the
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company and products that are sold. From what our group could observe, there is good content,

and ideas for future posts, but there isn't consistency with the posts.

On Facebook, there are 175 likes with the last post being from November 29. There are a

few reviews on Facebook but nearly little to no engagement with clients. What weve discovered

from our analysis is the following:

Brand Archetype - Archetypes are the heartbeat of a brand because they convey a

meaning that makes customers relate to a product as if it actually were alive in some way,

writes Margaret Mark and Carol S. Pearson in their book, The Hero and the Outlaw: Building

Extraordinary Brands Through the Power of Archetypes. Its important to understand the

archetype of your business because it helps you get your vision and mission out to your clients

correctly through social media.

1. MAGICIAN

- The Magician archetype wants to make dreams come true through knowledge of

the fundamental laws of how the world works. In addition to a white rabbit, from

his hat the Magician pulls brands that are transformative, have a spiritual or

psychological component, or help to expand consciousness.

2. SAGE

- Guided by the discovery of truth, the Sage uses intelligence and analysis to

understand the world. Look at brands that provide expertise or information and

that encourage people to think and you will see the Sage at work.

3. CREATOR

- The Creators core desire is to create something of enduring value and give form
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to a vision. Brands that encourage self-expression; provide choices and options;

help foster innovation; or are artistic or creative in design embody the Creator

archetype.

Mood Board
This helps your designs stay on track and can showcase your style to the client, so they

can make sure you guys are a good fit for them. If they arent it gives you a chance to get their

style and therefore fulfilling your mission statement to be unique and tailoring to their needs. It

helps organize your ideas and inspiration before designs are started. It is also best to have

multiple mood boards based on what your clients need. Below is one that weve created for your

overall feel of the company.

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Customer Persona

With extensive research in Dunker Beals target audience, we discovered three customer

personas: Park City residents, modernists that live in the Salt Lake area, and bachelor-aged men

in the Provo City area. The table below specifies the demographics (age, gender, income,

occupation, etc.) of each target audience. With this table and information provided, Dunker Beal

will be able to learn more about their target audience, and will be able to better understand their

customers wants and desires.

Demographic Table of Customers

Park City SLC Provo

Age 50-Retired 40-60 30-40

Income $150,000+ $100,000+ $85,000+

Occupation Business Owners Business Owners Vivint Reps

Family Size Grandparents/ 1 or 2 2-6 Single

children

Education College College HS/Some College

The groups mentioned above also have behaviors and general shopping habits that

Dunker Beal should know about; these are called psychedelics. For the Park City crowd, they

are usually very high end and quality oriented. They look for unique and valuable pieces to fill

their homes with. They have a modern taste in style and are very comfortable with their

lifestyle. The Salt Lake city residents are quite similar with the Park City area residents. They

are also higher end clientele, and have a very modern taste in interior design. They are very

environmental conscience and like to be the first to do things. For the Provo city area residents,

they are younger because it is a college town. A majority of the young adults are entrepreneurs,
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so they have new money and a risk to try new things. Weirdly enough, one of their biggest fears

though is that they are scared to be too different. Therefore, the style, patterns, and design are

quite similar throughout the city.

Dunker Beal has a majority of their clients in Salt Lake City. They have expressed that

they are wanting to reach clients in the Park City area. Using the demographics we have found,

we think the target audience should be retired couples who make a lot of money. Social Media

might not be the best option to market the men of this age group, but we believe that the older

woman who are on Pinterest and Facebook could be targeted to visit the Dunker Beal website

from those platforms.

Competitor Analysis

A competitor analysis is an assessment of the surrounding companies that do the same

business as another. It analyzes the strengths and weaknesses of each company. It is important to

understand your competitors because you can use it to your advantage.

The surrounding companies that would be a threat to Dunker Beal are San Francisco

Design, City Home Collective, and Lisman Studio Interior Design.

San Francisco is located in SLC and Park City. They are already established in Park City,

where your company wants to develop a business presence. They have been in Utah for 30 years

and they have had both of their locations established since 2004. They are very earth friendly.

They want their clients to know that they are a green company. On their website it reads:

Responsibility to the environment is an ongoing commitment for all of us at San

Francisco Design. We recycle all our paper, cardboard and plastics. We are applying to the
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Sustainable Furniture Council to seek more partners in manufacturing reclaimed and recycled

merchandise. We seek out wood products from certified sustainable forests. Many of or sofas

and chairs have soy based foams as well as recycled fibers. We believe that "being green" is

more than just a slogan, it's our future.

We think that this separates San Francisco Design from Dunker Beal resulting in a

weakness because they have an advantage over that specific target audience. Their website

shows a lot of their products.They are current with their blog. Their website directs them to their

social media sites. San Francisco is on Twitter, Pinterest, Facebook, and YouTube.

City Home Collective is another interior design company that is located in Salt Lake

City. They too are very aggressive about creating designs unique to their clients. On their

website it reads, We are a community collective focused on connecting interesting people with

unique spaces. They have a huge following on social media, that links their followers straight to

their website.

The last company we analyzed is Lisman Studio. They are located in Salt Lake city, and

were established in 1993. On their website it reads, Providing authentic and mindful spaces that

are 100% customized to each client has been and always will be the number one priority for the

designers at Lisman. We analyzed that they too have a similar vision as your company. They

want to customize every clients design to their needs. They are very involved with the

community. Their employees donate their time and efforts to charities such as Make A Wish and

Milestone Foundation. Found on their website is the following, Lisman Studio believes that

philanthropy is key when it comes to decorating the most important interior space of all, the

human heart. Our staff donates their time, talents, energy and resources each month to support
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and assist charitable organizations that enhance the spirit of humanity. It is our responsibility to

give back and strengthen our community that has given so much to our success.

All of the companies have a presence on social media, despite San Franciscos lack of an

Instagram account. The biggest threat on Instagram would be City Home Collective; they have

almost double of the followers Dunker Beal has. They have more of an urban presence, which

would attract a different audience that Dunker Beal attracts with its rustic elegant presence.

One thing that is a huge advantage for Dunker Beal is that the engagement percent is 13%

whereas the other companies engagement ranges from 1 to 3 percent. This evidence is a huge

factor because engaging is a big part of social media marketing. If a company isnt engaging

with its customers, then they arent attracting them to their company; which is the ultimate goal

to have to increase sales for a company.

All companies have a presence on Facebook. City Home Collective has over 13,000

followers which is not a good thing because Dunker Beal has only 171 followers. Facebook is

the most popular platform used by people all over the world. It would be strongly encouraged to
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establish a focus to increase the following and engagement on Facebook. Although Instagram is

more of a visual platform to post pictures through, Facebook is a good place to post information.

It can also direct people to other platforms as Instagram.

It was interesting to see that although City Home Collective has such a tremendous

difference in their following than Dunker Beal and the other companies, they had similar

engagement percents. Their engagement was at a low 12-14%. It is hard to market on Facebook

with its current algorithm, however, it is still a popular, strong platform that when used correctly

can be a very useful tool to market with.

The final platform analyzed was Pinterest. Out of all three companies, Lisman Studio

Interior Design has the most followers, 926 followers. San Francisco Design and City Home

Collective have the same amount of following with Dunker Beal. All four companies could use

work in this platform. Pinterest has a target audience of women all ages. It gives the opportunity

to direct someone straight to a companys website through their boards, which is a collection of
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photos organized into one category. Those boards can have a seperate following as well. In the

graph above, it shows a companys following as well as individual tab, or board followers.

Knowing what San Francisco Design, City Home Collective, and Lisman Studio does as

individual companies, as well as their social media presence is beneficial for many purposes. It

gives you the opportunity to know how to target your specific audience better. It allows you to

know what is going on in the interior design world outside of Dunker Beal, leading to better

marketing strategies. We have considered this in our social media strategy in hopes of increasing

Dunker Beals following, increase engagement, and drive followers to visit the companys

website resulting in more clients.

SWOT

A SWOT analysis is a great way to take your strengths, weaknesses, opportunities, and

threats and put them all out in the open. It provides businesses organization and a place to see

tangibly what they can do to become stronger.

As we were able to take a look at Dunker Beal, we were able to create a SWOT analysis.

Since most of us had fresh eyes on the company, we started out by looking at what we felt their

strengths were, that way we could start with positive motives. We realized that they have a lot of

good ideas when it comes to social media marketing. Although they are ahead of most of their

competitors, we did see that there were a few things we could work on to strengthen them.

As we put together their SWOT analysis we saw that they had an active instagram with

loyal followers. For Dunker Beal this is a great step in strengthening their social media. When

you can followers that interact with you and your company it allows you to build relationships.

Something that we realized that they could do to keep this a strength is finding ways to have their
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followers become more interactive on their social media. Having incentives if their followers

post and tag them or if they come in and show us the last post they can receive a discount or

some kind of incentive.

Looking at what we felt needed to be improved on we noticed that even though there

presence on instagram is there they would benefit from taking time and investing in creating a

social media team. Even if this team consisted of just a few people, it would take the pressure

off of the other employees and give the responsibility to those who know exactly what to do.

With the amount of interior design companies throughout Utah Dunker Beal does have a

bit of a head start on their social media marketing. They have places to post and have been

posting helping to get their name out there but they also can keep moving forward by adding a

social media team to help keep that edge in Utah Valley.

List Meaning Action

Strengths - Active Instagram and
active followers
- Loyal customers
- All platforms set up
- Professional photographer
- Good amount of -Give-aways
followers promoting a word of
- Good project history mouth Campaign.
-Resources to create -Create a content
original content calendar

Weaknesses - Not a very strong social
media presence
- No Yelp/Google reviews
-personal Pinterest account/
not business account
- customers arent active on
social media
-Only two locations
- Not tech savvy
-A lot of room to grow -Create Yelp account
-New customers cant -Increase engagement
view Dunker Beals on social media with
strengths online more engaging posts
- Pinterest wont benefit -Tutorials on social
the business itself media platforms given
- No mentions/ reposts bc - Encourage google
customers arent on sm reviews from existing
- Owners are incapable clients
of posting themselves -Strategize to build an
office in Park City
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Opportunities - 817 instagram followers - People who are - Finding clients in

- House construction rates in supportive of our work SLC that have second
Utah - Ahead of the homes in Park CIty
-The strongest competitor competition in social - Sign outside redone
has no social media media by Dunker Beal

Threats -Other design companies in - High competition - hire more employees

SLC/ Park City - Me too mentality -open new Dunker
-Limited areas of work (PC, - more manpower/ Beal
Logan, SLC) employees -strategize how to
- Limited work force make them stand out
- Competitors have a SM
presence
-Online shopping for interior
design

Post Mockups

Our group has designed three different kinds of posts. We decided that the best strategy

was to generate three posts with these three themes: installs, showroom products, and lifestyle.

With these three different types of posts, clients and social media followers will see the three

different but just as important parts of Dunker Beals world. The install post of the week will

show followers real-time projects that Dunker Beal has or is currently doing. The showroom

post will tell customers about any discounts that are going on in the showroom, and will display

products that can be bought from Dunker Beal without having to hire for installs. And the

lifestyle post will be a chance for Dunker Beal to show off their installs in a more personal

manner. Also if Dunker Beal engages with influencers, the lifestyle post will give Dunker Beal

a chance to show off their collaboration. This first post mockup is an example of an install

post.
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Facebook: Pinterest:

Instagram:
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The second post mockup is an example of a post about Dunker Beals showroom.

Facebook: Pinterest:
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The last post mockup is an example of what a lifestyle post would look like.

Facebook: Pinterest:

Instagram:
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Content Calendar

The content calendar will be based on the three different kind of posts, where we will

dedicate two days for everything concerning feedbacks and production of material; Mondays will

be dedicated to the posts of Lifestyle, where we will show people interacting with the

installations or decorations. On Wednesday we will show studio photos, and on Fridays they will

be dedicated to display previous work. We believe that this content calendar is perfect for

Dunker Beal because it demonstrates the work and talent of the company evenly. Also, we know

that three posts a week is the perfect amount to entice the followers, but not overwhelm or annoy

them.
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Paid Advertising

Paid advertising is any advertising that you have to pay for. A lot of companies use paid

advertising when they want to collaborate or simply pay someone with a strong network to

advertise for them. This goes into social media influencing a little bit. So as Dunker Beal uses

the influencers suggested, the price will vary.

On the social media platforms there are options to boost or promote a post. It is always

best to post it organically, or as is, because it may do well on its own. However, putting money

behind a post is a great idea for reposts, and it gives you the option to target a specific audience.

After analysing, we believe that it would be a smart idea to set aside a budget each

quarter for paid advertising.

Analytics

As social media marketing continues to grow in the business world, the study of analytics

becomes increasingly important. Analytics, systematic computational analysis of data or

statistics, can help marketers know how to improve their business social media accounts.

Analytics include demographic information on customers and followers, and also provides

information on the most successful and least successful posts and promotions. With the use of

analytics, businesses, like Dunker Beal, can learn more about their customers, and learn how to

improve the effectiveness of their posts.

For Dunker Beal, the use of analytics would provide information on the people visiting

your social media accounts. This information could give the company a better focus on what to

post and not post. For example, if the ratio between males and females, was 30% to 70%, then
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we would know that every once in awhile include posts showing installs of a Bachelor Pad, etc.

This information should also help realize that since Dunker Beal has a majority of female

followers, a majority of the posts should attract to that particular audience.

Based off the goals of the company, analytics should aid Dunker Beal to receive more

business from the Park City and Salt Lake City areas. The metrics involved in achieving this

goal should be based on the conversion rate from social media, and the percentage of customers

referred to the website. Another goal Dunker Beal has is to receive at least 1,000 more followers

in the next three months, the majority of the followers being local residents and people from the

area. This goal can be measured by how many followers follow Dunker Beal on a weekly basis.

These goals, metrics, and analysis can be achieved through many analytical apps. The

most successful and helpful would be Google Analytics, for the Dunker Beal website, and the

Analytics page provided on Instagram, for the Instagram account.

Influencers

As social media evolves, marketing for businesses like Dunker Beal has changed through

the power and job of influencers. Influencers who have large followings can heavily impact the

direct success of a company in a certain area. For Dunker Beal, using influencers can be

extremely powerful for their company. One thing that we would suggest would be to team up

with influencers in the Salt Lake and Park City area, which is Dunker Beals target customer

audience. We would definitely suggest teaming up with influencers that produce content similar

to Dunker Beal. For example, lifestyle bloggers, that specifically have interest and taste for

interior design, could potentially use products from Dunker Beal in their homes, give discount
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codes, promos, and even giveaways. With these lifestyle bloggers that have lives that social

media viewers lust over, they will want the same products that are in their homes. This opens

up audiences from all over that may have never heard of Dunker Beal before.

Potential Influencers:

Rach Parcell: This influencer is established in Utah covering the territory in which

Dunker Beal unfolds. with 885k of followers just in Instagram, she is known as "fashion

blogger" but her posts are also displays her daily life at home and with her family. The

latest Post related to interior design in Instagram reach 7377 likes and 63 comments. SHe

would be considered to be a macro influencer because of her immense following and her

growing and successful business.

Anne Marie Barton

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This influencer is also established in Utah but is very different from Rachel Parcell.

Anne Marie has 6.5 K followers and has around 750 posts. She has the same core values

as Dunker Beal: passion, interior design, and quality. Anne Marie Barton would be the

perfect match to influence for Dunker Beal because she is local, she is personally an

interior designer, and actually has two other family members that are world-wide

influencers. If Anne Marie Barton likes Dunker Beals taste in style and products, we

are sure that her daughter and son would be willing to share about Dunker Beals

business as well.

Conclusion

Through the analysis of Dunker Beals competitors, customers, SWOT, and other

organizational factors, our group has determined strategies of how Dunker Beal can improve the

effectiveness on social media, and therefore, the company. In this experience of working with
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Dunker Beal, we have not only learned how to initially build a social media strategy, but have

learned the significance of social media strategy in the business world.

It would be beneficial to establish a presence on Pinterest, and set up a Yelp account. In

addition, engaging more on Instagram would be beneficial to the firm. It would provide the

opportunity to showcase work (installs, showroom, other projects), which would in turn lead to

an increase of followers on that specific social media platform.

We think that its important to showcase the differences from other companies on social

media. Dunker Beal wants to be known for delivering in ways that cant be matched and this

uniqueness shown through social media will be beneficial in obtaining more business from it.

We believe that using Facebook for reviews and information would be beneficial and

using Instagram and Pinterest to post pictures and traffic clients to the website.

By knowing the brand archetype, or the companys personality, will help better produce

relevant content on social media that will in return result in more followers on social media.

Knowing information given through the mood board will help form connections to the clients

Dunker Beal has already, and attract more. It helps the social media platforms maintain a

consistency throughout.

By knowing what type of customer to attract will help increase that specific target

audience to increase traffic to the web site from not only Salt Lake and Logan but in Park City as

well. It gives the opportunity to post content that is enticing and engaging with the audience. As

well as using the competitor analysis to understand what the surrounding companies are doing

and the type of audience they attract.

Analytics are the key to engagement. By knowing who is viewing what, when and where
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determines the backbone of any strategy campaign. Knowing what posts succeeded and what

didnt allows opportunities to strategize in a healthy manner rather than posting and guessing

why and who saw or didnt see a post. Analytics are like the instruction book to social media.

Using the analytics Instagram and Facebook offers will help succeed in that specific platform.

Using google analytics will give the company many opportunities to better understand more

information that isnt give from Facebook and Instagram analytics.

Collaborating with the suggested influencers will open more people to the network

Dunker Beal has. It is the best form of marketing, as each others following is exposed and has a

chance to increase the amount of followers.

We suggest using the SWOT analysis provided, knowing your goals, and brand archetype

to blueprint the strategies used in the future. It is suggested to update the SWOT analysis as new

strengths, weaknesses, opportunities, and threats arise.

Social media is an exciting, yet growing, marketing tool for any business. When used

correctly, we know that it can increase sales and guarantee new clients all over the valley. It is a

special tool that allows us to connect to the world. We hope that using the strategy and

information provided that it will help guide Dunker Beals endeavors and future aspects in the

social media marketing world.