Proposal
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Lauren Haydon Mr. Walters Product Marketing 26 February 2019
Product Proposal Introduction: In the time that led up to this past December, I had a clear idea of where I wanted to go in terms of both a mentorship and a final product. My first semester had been so focused on Product Marketing in a corporate and traditional sense, that I had lost sight of the fact that any other sector of the industry existed. If I had enjoyed the big business side of Marketing, this would not have been any sort of issue; however, I found myself listening to the professionals that I interviewed and thinking about how much I did not enjoy what they did. As I was becoming more and more discouraged, I met Ms. Desiree Natali who was not only able to show me what Social Media Marketing is, but also how enjoyable it can be. Thus, my final product is going to focus on how Social Media Marketing not only combines all aspects of traditional marketing, but how it allows those who work in this field to have a creative license that is sometimes lacking in other areas. My plan is to create two different social media campaigns for separate companies that compete for each other's business. From this, I would be able to get a sense of how companies in similar markets are able to approach their specific audiences in a way that develops both a brand identity and drives sales. From talking with my mentor, I would pick either a social moment, a holiday, or a fashion trend that both companies would want to explore on their social pages, come up with goals that each company would have regarding
this campaign, and then begin to develop and work through it as if I was a member of their marketing team. Research Required: As I look into which two companies I would use and what their social campaigns may look like, I need to start by looking into what their brand presence is across my selected platforms and how they usually conduct campaigns (if they do at all). After looking at what Fossil has done over the past month with Valentine’s Day, I started to get a sense of what I could be doing with the companies that I select. From the example of their feed that I have attached, you can see how every post is not solely centered on a product. This allows a company to build their brand up and have a moment that is not heavily focused on driving sales. In completing this project, I need to further look into companies that I relate with and am passionate about their brand. If I can pinpoint a few key words that thoroughly resemble what the company embodies, then I can further create an effective collection of posts that would accomplish my goals. With that, I would need to look into what the company’s current social pages look like, what types of events are important to them, and what types of posts do they choose to focus on across their platforms. As well, I need to research what social moments would the brands be expected to participate in based on
their target markets. As well, since the companies I am going to be selecting will have a very similar product mix, I need to look and see how they each approach creating their brands and what their brands are. That is the main reason for taking two competitors in a given field; to see how Social Media has become a took for companies to further develop and communicate who they are beyond their products and thus move people along their buying journey. Knowing how much more likely I am to buy from a company that I have an emotional connection with, makes me see the power in social media and the magnitude to which it has changed the marketplace. Methodology: In order to complete this project, I am going to have to function as if I am a member of the Social Media Marketing teams for each of these given companies. Within this role, I am going to have to plan the campaign, shoot the images, and write the copy for the entirety of the duration of time which I elect to keep the campaign going for. The first step in this entire process is picking which companies I would like to use for each of my campaigns and then selecting a cultural moment that each of them would take a particular interest in. Some of the major holidays that my mentor and I have discussed are Mother’s Day, Graduation Season, Back to School Shopping, and Black Friday. Beyond holidays, I can look and see which trends are on the horizon and look and see how each company handled that trend. Before I can select one, I will perform more research to see which events in the Social Media world gain the most attention and then go from there to see which ones would fit best with my companies. After I have set the parameters for my campaign, then I can begin to plan out which images I would like to take and get a feel for the direction that each campaign will go in. Depending on which event my campaign centers around, which market I am targeting, and what the overall objectives are, they could look completely different. Stage one of this
planning phase is deciding how many of each type of image I would like to produce. This means how many product focuses, lifestyle, and combination photos I will need to plan out and take. When establishing that ratio, I will need to continue to consult back to the preliminary research that I did regarding how each company chooses to use social media. Beyond Instagram, I am going to need to plan out how to utilize Twitter, Facebook, and Youtube (potentially). In order to thoughtfully complete this project, I am going to need products from the companies, a camera, and people to help me by being in these pictures. Conclusion: After the planning stages are through, this is when I will begin to shoot the photos, work through writing copy to match them, and plan out the feed with the content that I have created. This part is going to be filled with thinking on my feet and adjusting my set plan due to the fact that photos rarely turn out how we want them to. Once the feeds have been set and the project itself is complete, I will then go back through what I have learned, what I have experienced, and what I have created in order to analyze how the two campaigns differentiate and in turn what that teaches me about social media marketing.
Product Proposal Calendar
MARCH Sunday
Monday
Tuesday
Wednesday Thursday
Friday
Saturday
1 Select companies and moment
2 Select companies and moment
3 Select companies and moment
4 Select companies and moment
5 Select companies and moment
6 Have selections reviewed
7 Makes needed
8 Establish
9 Establish
plan outlines
plan outlines
10 Establish
11 Establish
12 Establish
13 14 NO Establish preliminary preliminary preliminary MEETING preliminary plan plan plan plan outlines outlines outlines outlines
15 Establish
16 Establish
plan outlines
plan outlines
17 Establish
18 Establish
19 Establish
20 Have preliminary preliminary preliminary outlines plan plan plan reviewed outlines outlines outlines
21 Make revisions to plan
22 Begin Instagram photos
23 Begin Instagram photos
24 Begin Instagram photos
25 Begin Instagram photos
26 Begin Instagram photos
27 Have photos reviewed
28 Continue with photos
29 Continue with photos
30 Continue with photos
31 Continue with photos
adjustments
preliminary preliminary
preliminary preliminary
APRIL Sunday
Monday
Tuesday
Wednesday Thursday
Friday
Saturday
1 Continue with photos
2 Continue with photos
3 Approve and review final photos
4 Begin to piece together campaign
5 Begin to piece together campaign
6 Begin to piece together campaign
7 Begin to piece together campaign
8 Begin to piece together campaign
9 Begin to piece together campaign
10 Begin to piece together campaign
11 Begin to piece together campaign
12 Begin to piece together campaign
13 Begin to piece together campaign
14 Begin to piece together campaign
15 Begin to piece together campaign
16 Begin to piece together campaign
17 Review all work
18 REVISE
19 REVISE
20 REVISE
21 REVISE
22 REVISE
23 REVISE
24 REVISE
25 REVISE
26 REVISE
27 REVISE
28 REVISE
29 REVISE
30
29
30
COMPLETE 27 28
Product Proposal Introduction: In the time that led up to this past December, I had a clear idea of where I wanted to go in terms of both a mentorship and a final product. My first semester had been so focused on Product Marketing in a corporate and traditional sense, that I had lost sight of the fact that any other sector of the industry existed. If I had enjoyed the big business side of Marketing, this would not have been any sort of issue; however, I found myself listening to the professionals that I interviewed and thinking about how much I did not enjoy what they did. As I was becoming more and more discouraged, I met Ms. Desiree Natali who was not only able to show me what Social Media Marketing is, but also how enjoyable it can be. Thus, my final product is going to focus on how Social Media Marketing not only combines all aspects of traditional marketing, but how it allows those who work in this field to have a creative license that is sometimes lacking in other areas. My plan is to create two different social media campaigns for separate companies that compete for each other's business. From this, I would be able to get a sense of how companies in similar markets are able to approach their specific audiences in a way that develops both a brand identity and drives sales. From talking with my mentor, I would pick either a social moment, a holiday, or a fashion trend that both companies would want to explore on their social pages, come up with goals that each company would have regarding
this campaign, and then begin to develop and work through it as if I was a member of their marketing team. Research Required: As I look into which two companies I would use and what their social campaigns may look like, I need to start by looking into what their brand presence is across my selected platforms and how they usually conduct campaigns (if they do at all). After looking at what Fossil has done over the past month with Valentine’s Day, I started to get a sense of what I could be doing with the companies that I select. From the example of their feed that I have attached, you can see how every post is not solely centered on a product. This allows a company to build their brand up and have a moment that is not heavily focused on driving sales. In completing this project, I need to further look into companies that I relate with and am passionate about their brand. If I can pinpoint a few key words that thoroughly resemble what the company embodies, then I can further create an effective collection of posts that would accomplish my goals. With that, I would need to look into what the company’s current social pages look like, what types of events are important to them, and what types of posts do they choose to focus on across their platforms. As well, I need to research what social moments would the brands be expected to participate in based on
their target markets. As well, since the companies I am going to be selecting will have a very similar product mix, I need to look and see how they each approach creating their brands and what their brands are. That is the main reason for taking two competitors in a given field; to see how Social Media has become a took for companies to further develop and communicate who they are beyond their products and thus move people along their buying journey. Knowing how much more likely I am to buy from a company that I have an emotional connection with, makes me see the power in social media and the magnitude to which it has changed the marketplace. Methodology: In order to complete this project, I am going to have to function as if I am a member of the Social Media Marketing teams for each of these given companies. Within this role, I am going to have to plan the campaign, shoot the images, and write the copy for the entirety of the duration of time which I elect to keep the campaign going for. The first step in this entire process is picking which companies I would like to use for each of my campaigns and then selecting a cultural moment that each of them would take a particular interest in. Some of the major holidays that my mentor and I have discussed are Mother’s Day, Graduation Season, Back to School Shopping, and Black Friday. Beyond holidays, I can look and see which trends are on the horizon and look and see how each company handled that trend. Before I can select one, I will perform more research to see which events in the Social Media world gain the most attention and then go from there to see which ones would fit best with my companies. After I have set the parameters for my campaign, then I can begin to plan out which images I would like to take and get a feel for the direction that each campaign will go in. Depending on which event my campaign centers around, which market I am targeting, and what the overall objectives are, they could look completely different. Stage one of this
planning phase is deciding how many of each type of image I would like to produce. This means how many product focuses, lifestyle, and combination photos I will need to plan out and take. When establishing that ratio, I will need to continue to consult back to the preliminary research that I did regarding how each company chooses to use social media. Beyond Instagram, I am going to need to plan out how to utilize Twitter, Facebook, and Youtube (potentially). In order to thoughtfully complete this project, I am going to need products from the companies, a camera, and people to help me by being in these pictures. Conclusion: After the planning stages are through, this is when I will begin to shoot the photos, work through writing copy to match them, and plan out the feed with the content that I have created. This part is going to be filled with thinking on my feet and adjusting my set plan due to the fact that photos rarely turn out how we want them to. Once the feeds have been set and the project itself is complete, I will then go back through what I have learned, what I have experienced, and what I have created in order to analyze how the two campaigns differentiate and in turn what that teaches me about social media marketing.
Product Proposal Calendar
MARCH Sunday
Monday
Tuesday
Wednesday Thursday
Friday
Saturday
1 Select companies and moment
2 Select companies and moment
3 Select companies and moment
4 Select companies and moment
5 Select companies and moment
6 Have selections reviewed
7 Makes needed
8 Establish
9 Establish
plan outlines
plan outlines
10 Establish
11 Establish
12 Establish
13 14 NO Establish preliminary preliminary preliminary MEETING preliminary plan plan plan plan outlines outlines outlines outlines
15 Establish
16 Establish
plan outlines
plan outlines
17 Establish
18 Establish
19 Establish
20 Have preliminary preliminary preliminary outlines plan plan plan reviewed outlines outlines outlines
21 Make revisions to plan
22 Begin Instagram photos
23 Begin Instagram photos
24 Begin Instagram photos
25 Begin Instagram photos
26 Begin Instagram photos
27 Have photos reviewed
28 Continue with photos
29 Continue with photos
30 Continue with photos
31 Continue with photos
adjustments
preliminary preliminary
preliminary preliminary
APRIL Sunday
Monday
Tuesday
Wednesday Thursday
Friday
Saturday
1 Continue with photos
2 Continue with photos
3 Approve and review final photos
4 Begin to piece together campaign
5 Begin to piece together campaign
6 Begin to piece together campaign
7 Begin to piece together campaign
8 Begin to piece together campaign
9 Begin to piece together campaign
10 Begin to piece together campaign
11 Begin to piece together campaign
12 Begin to piece together campaign
13 Begin to piece together campaign
14 Begin to piece together campaign
15 Begin to piece together campaign
16 Begin to piece together campaign
17 Review all work
18 REVISE
19 REVISE
20 REVISE
21 REVISE
22 REVISE
23 REVISE
24 REVISE
25 REVISE
26 REVISE
27 REVISE
28 REVISE
29 REVISE
30
29
30
COMPLETE 27 28
