Ladies’ Bag Haven

Marketing Plan

Prepared by
Jacqueline Jones
jacqueline@ladiesbaghaven.com
February 02, 2021
Executive Summary

Based in Baltimore, Maryland, Ladies’ Bag Haven is an international retailer

and distributor of premium quality purses and handbags. The company
experienced a decline in sales last 2018, and it plans to recuperate from such
losses using social media influence, specifically Instagram marketing.

Objectives

The company’s marketing objectives will be the following:

1. Cut marketing costs by 6% by the end of 2021.

2. Increase revenue by 8% by Q2 of 2022.

Buyer Persona

Rosanna Felts is a 30-year-old housewife from Charlottesville, VA. She plans on

opening her own bag retail business and is currently looking for a supplier. She
is researching potential suppliers through social media.

Target Market

The company will anchor its marketing strategies to the needs and preferences
of bag retailing businesses and women between the ages of 18 and 45. 
Strategy

STRATEGY ACTIVITIES TIMELINE SUCCESS CRITERIA

Conduct photo/product
High engagement rate
Post Curated shoots. Maintain curated March 10 to
for each post; high
Content and aesthetically August 10, 2021
number of queries
pleasing feed

Scout for lifestyle and Increase in number of

April 05 to July 06,
Collaboration fashion influencers. tags and mentions;
2021
Send PR packages high engagement rate
Team

Beatrice Redmon
Social Media Marketing Manager

She will provide direction for the implementation of the Instagram marketing
strategies.

Paulette Mak
Team Lead, Social Media Marketing

She will oversee the team’s execution of the marketing strategies and ensure
they adhere to the company standards, budget, and schedule.
Action Plan

OBJECTIVE 1
Post curate content on Instagram

ACTION NAME DEADLINE PROGRESS

Conduct photo/product
Beatrice Redmon Beatrice Redmon In Progress
shoots

Maintain feed aesthetics

Paulette Mak August 10, 2021 In Progress
and posting schedule

OBJECTIVE 2
Collaborate with Instagram influencers

ACTION NAME DEADLINE PROGRESS

Look for lifestyle and
Paulette Mak May 09, 2021 In Progress
fashion influencers

Send PR packages Beatrice Redmon July 06, 2021 Upcoming

Budget
Description Quantity Price Total

Photo/Product Shoots 1 USD 5,000 package USD 5,000

Video Ads Creation 1 USD 5,000 package USD 5,000

PR Packages 1 USD 20,000 package USD 20,000

Social Media Marketing 1 USD 8,000 package USD 8,000

Total USD 38,000