DIGITAL MARKETING

ASSIGNMENT

CRAFTY AFFAIRS

ONE STOP, GIFT SHOP!

SUBMITTED TO:

MA’AM ANUM BUKHARI

SUBMITTED BY:

NOOR SAEED MIRZA

VISION:

To stand as a sole one stop shop of hand-tailored customized products used in luxurious events.

MISSION:

To design, create & assemble hand-tailored customized products to satisfy the intriguing
demands of niche community.

10 POINTS CHECK LIST FOR “OUR SOCIAL MEDIA STRATEGY”

1. What are your Goals?

Brand-Related Goals:
 To provide a World-class customized digital experience to our customers with hand-
tailored high quality products.
 To gain loyal customers (Because happy & satisfied customers are repeat customers)
 To help bring customer’s emotions and memories to life.
2. Who is your audience?
Audience Mapping:
Demographics Segmentation:
 Age – Between 20-50
 Gender – Youngsters & Females specifically working women who don’t have sufficient
time to go out & shop for their loved ones.
 Family status – Upper middle Class to Elite Class
Geographic Segmentation:
 Country - Pakistan
 City – Lahore
Initially we will start our business by delivering our customized products only in our
hometown that’s Lahore-Pakistan but once we’ll be able to gain strong foothold in the
market, we will start spreading our business all over Pakistan.
Psychographic Segmentation:
 Interests – People who have strong interest in gifting their loved ones something creative,
innovative & different.
 Values – Budget Consciousness
Needs-based Segmentation:
 Problem-solving needs- People who don’t have sufficient time to go out & shop for their
loved ones but want to gift them something special.
 Emotional needs – Bringing people’s emotions & memories to life

3. Where is your audience?

Facebook: The world’s largest social media platform with 2.6 billion monthly users.
Facebook is brilliant for reaching consumer focus and local businesses. It is easy to run
events, book appointments, sell products and share longer-form videos.
Facebook prioritize posts from friends, family and groups in our newsfeed. And with
more than 80 million business pages, it can be hard to cut through the noise. It is also
difficult to grow without spending money on paid advertising.
 Instagram: It seems these days that everybody is a little obsessed with Instagram, & this
mean it is the right place to market our business.
The positives of using Instagram are that it is a brilliant space to connect and discover
new people and businesses and has some fantastic features to develop a more
collaborative approach.
However, we will need to consider whether we will be able to produce enough visual
content to create an impact on the platform

4. When is your audience online?

 Leisure time mostly Evenings.

 Travelling times – especially while travelling from office to home / university to home.

5. What are your competitors doing?

Competition in the Market:

If our competitors are already successfully using social media, it’s very important to
check on their profiles to see what types of content are performing well for them. After
all, we have the same target audience, so the types of posts that do well for them will
likely perform well for us. However, we need to make our posts as much unique &
creative as we can.
We will never steal designs or copy from our competitors-It’s a Big NO for us!

6. What is your content strategy?

Content Strategy for Social Media Channels:

Since we are a brand of hand-tailored customized products so our major concern is our
“CUSTOMERS” and what appeals & attracts them the most.

Our Content Strategy will majorly include following important targets:

 Setting Goals (Brand-related goals)
 Audience Mapping
 Content Creation
  Content Types (User generated content, images, videos, contests & competitions
and influencer marketing collaborations)
 Content Distribution (Earned Media & Owned Media)
 Content Management & Evaluation

7. What about curation?

As well as creation we can become an engaging hub by sharing others’ content on our
social media channels that is relevant to our brand & audience. This will help us to build
relationships with those other companies or individuals.
Since we are a customized brand and can add different gifts such as perfumes, stuff toys,
watches, flowers, chocolates, cakes, snacks, and what not in our customized baskets and
boxes so we can definitely post interesting content of other relevant brands on our
channels for better engagement and attraction of our target audience.

8. How will you produce this content?

Content Creation:

We probably don’t have enough content to repurpose for daily posts, so we must have a
content creation plan that allows us to spend quality time creating social media content. Also,
we don’t have to be a skilled designer to create beautiful posts. Instead, we can use different
content creation tools that allow us to create unique content without hiring a designer. We
will set aside time every month to develop content for the next month to always be prepared
with content in case we run out!

We can also utilize content our followers and customers will create for us. User-generated
content (UGC) is the best source & will allow us to ask our followers and customers to send
their photos and videos of them using our customized products.

Of course, some of our followers will do this for free, but we may have to incentivize some
customers to send photos and videos by offering them discounts on our hand-tailored
customized products.
  Canva: A great all-around design tool for small businesses. We can upload our fonts
and brand colors, create templates, resize those images, create short videos and even
record audio clips.
 Grammarly: A brilliant tool for making sure our content makes sense and is
grammatically correct.
 Smart phones: Our SMART phones now boost exceptional capabilities for taking
photos and making and editing videos. So we’ll make sure we know which features
will work best for us.
 Key Words: These are the words and phrases our customer would search for online
when looking to find information about the products & services we provide. By
incorporating these into our content, we are more likely to be seen by our target
audience.
 Hashtags: It can be tempting to use “Hashtags” that have been used a large number
of times, but hashtags that suit our content and our niche are much more likely to
deliver our content to the right audience.

9. How will you manage the channels?

Channels Management:

We don't have to use every available social platform.

It makes sense to focus our efforts only on the platforms where our audience is active and
likely to engage with our business, rather than spreading our time and content too thinly
across every available platform.
“Creating a Content Calendar” is one best way of managing different channels. Once we
have started planning out our content, we need to set up a content calendar that our team
can use for organizational & channel management purposes. And this is important for a
simple reason; it keeps you accountable.
Once we have set a publishing schedule and mapped it out on a content calendar, we
have made a commitment to our brand & this is often what is needed to keep our efforts
focused and on track. It also helps to work with our teams to accomplish goals.
10. Establish your success metrics

Success Metrics:
To stay on track, it is super important to regularly measure, reflect and refine our
approach – particularly if we are just starting out.
This will enable us to understand what is working for us and where our focus should lie.
All social media platforms have free to view analytics which we can use to track our
progress and understand what works best for us.

Here is a list of the keys we should pay attention to:

 Reach: The number of individuals who have seen our posts.

 Impressions: The number of times our post was seen.
 Interactions: Likes, shares, comments and saves.
 Profile/ Page views: The number of people who viewed our profile and page.
 Click-through: The number of people who clicked through to view more about
our content.