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  • Bowtie Case

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    Eric Lopez
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    The Bowtie Cause was founded by NFL linebacker Dhani Jones to generate awareness and funds for causes while telling stories through the design and creation of luxury bowties. It operates as a social enterprise that donates 25% of online sales to causes. The summary focuses on analyzing the Bowtie Cause's current minimal social media strategy and opportunities to improve engagement on platforms like Instagram, Twitter, and Facebook through best practices like consistent posting and use of hashtags. It also evaluates the organization's web analytics and recommendations for search engine optimization, like targeting charitable consumers.

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    Dhani Jones, NFL linebacker. Bowtie cause.

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    The Bowtie Cause was founded by NFL linebacker Dhani Jones to generate awareness and funds for causes while telling stories through the design and creation of luxury bowties. It operates as a social enterprise that donates 25% of online sales to causes. The summary focuses on analyzing the Bowtie Cause's current minimal social media strategy and opportunities to improve engagement on platforms like Instagram, Twitter, and Facebook through best practices like consistent posting and use of hashtags. It also evaluates the organization's web analytics and recommendations for search engine optimization, like targeting charitable consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    55 views8 pages

    Bowtie Case

    Uploaded by

    Eric Lopez
    The Bowtie Cause was founded by NFL linebacker Dhani Jones to generate awareness and funds for causes while telling stories through the design and creation of luxury bowties. It operates as a social enterprise that donates 25% of online sales to causes. The summary focuses on analyzing the Bowtie Cause's current minimal social media strategy and opportunities to improve engagement on platforms like Instagram, Twitter, and Facebook through best practices like consistent posting and use of hashtags. It also evaluates the organization's web analytics and recommendations for search engine optimization, like targeting charitable consumers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    Bowtie Cause

    Gigi, Noel, Eric

    “If you wanna be somebody, you gotta rock a bow tie.”


    What is the Bowtie Cause?
    ● Mission
    ○ Generate awareness and funds
    ○ Tell a story through design and creation
    ● Positioning
    ○ Social enterprise- current marketing trend
    ○ B2B and B2C
    ○ Donates 25% of online sales to causes
    ○ Luxury product, many causes
    ● Founded by Dhani Jones, NFL linebacker
    ○ Inspired by Kunta Littlejohn, survivor of lymphoma
    ○ Wore a bowtie in support of his childhood friend
    Social Media

    ● Very minimal social media strategy

    ● Good social media


    ○ Instagram
    ○ Twitter
    ○ Facebook
    ● Bad social media
    ○ Google Plus
    ○ Tumblr
    ○ Pinterest
    Social Media

    ● Instagram
    ○ 750 followers
    ○ Erratic and unprofessional posts
    ○ No hashtags
    ● Twitter
    ○ 3,800 followers
    ○ 9 year old account
    ○ No hashtags
    ○ Lack of timing of posts/no posts at all
    ● Facebook
    ○ Nearly 9,000 followers
    ○ More recent posts
    ○ Hashtags
    ○ Posting merchandise photos
    Web Analytics
    ● Traditional marketing and analytics
    ○ Survey questions & periodical focus groups/one-on-one interviews
    ○ Traditional marketing research data gives meaning to metrics in Google Analytics
    ○ Spend smaller amount on traditional marketing research data than analytics
    ● Database Profiling Using Segmentation
    ○ Target, segment marketing database (B2B and B2C)
    ○ Operational database- Record transactions for inventory purposes
    ○ Use RFM to implement Frequency program
    ● Cause Curator
    ○ Renew relationships (CRM) with organizations (70% profit)
    ○ update/modify designs
    Search Engines
    ● SEO
    ○ Keywords for different landing pages
    ○ Keywords for different ambassadors (i.e. “Ken Rosenthal, bowtie”)
    ○ Ensure HTML structure is optimized for fast loading time
    ● Targeting consumers (30% of sales):
    ○ Predominantly males above age of 20
    ○ Living in highly charitable states
    ○ Interested in luxury products
    ● PPC
    ○ Google ads display network
    ○ Monitor bounce rate and other analytics
    References

    https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwj6zfrku77hAhWMc98KH
    cDRCJkQjRx6BAgBEAU&url=https%3A%2F%2Fme.me%2Fi%2Fi-wear-a-bowtie-now-bow-ties-are-cool-
    6275779&psig=AOvVaw14KQdixBgpJyRTOJ-2k6th&ust=1554743108668950

    Kelly, J. S., & Jones, S. K. (2018). The IMC case book: Cases in integrated marketing communications.
    Libertyville, Illinois: Midwest Marketing Education Foundation.

    https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwjF7KmH3r7hAhXGc98K
    HW-
    fA64QjRx6BAgBEAU&url=https%3A%2F%2Fplus.google.com%2F%2BBowtiecause57&psig=AOvVaw3jiZ5e_oY
    xYzM9UIw0z5Qw&ust=1554752285537539

    https://www.google.com/url?sa=i&source=images&cd=&ved=&url=https%3A%2F%2Fwww.domo.com%2Fconne
    ctors%2Fgoogle-analytics&psig=AOvVaw14pvuP_fiAdGhVtgh_8v0l&ust=1554748769958012

    http://www.walb.com/2018/11/27/which-are-most-charitable-states-america/

    https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiex7ud2r7hAhXxSt8KHW9uBiMQjRx6BA
    gBEAU&url=https%3A%2F%2Fwww.facebook.com%2FDhani-Jones-110080135682122%2F&psig=AOvVaw3-
    FsRsYcs6cVUcmkuv2npC&ust=1554751334844588

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