Marketing strategies and tactics for high-end iPhone, smart phone, iPad and tablet cases.

1. Marketing Strategies

2. Core Differentiated Promise
Only Sena delivers a luxurious
leather case to protect your
mobile device investment at a
sensible price.
Image and Personality
• Sleek
• Luxurious
• Tailored Perfection
• Upscale
• Successful
Identifiers
• Sena logo blended into leather
• Licensed designer identifiers
( Michael Kors)
Fields of Competence
• Exquisite Craftsmanship
• Exceptional Functionality
• High Quality Leather
• Seamless Device Integration
Features
• Genuine Italian leather
• Sleek protection
• Stylish cases and colors for every
popular mobile device
• Customize with personalization
• Duality - can be used as a wallet
• Durable – made to last
Emotional Experience
• Pride in appearance
• Confidence
• Understated elegance
• Create envy
Functional Experience
• Protects and secures your mobile device
• A Sena case is worthy of your investment
• A sleek design without bulkiness
• Makes a loved one feel special
• Shows passion for a sport, team, school
Brand Identity
Product Experience

3. Objectives
1. Increase awareness of the Sena Case brand
2. Drive sales at Sena Cases online and offline
retailers
3. Drive traffic to www.senacases.com
4. Increase social media engagement

4. Positioning
Product Positioning Only Sena delivers elegant leather cases to protect your mobile device
investment at a sensible price
Primary
Communication
Perfect convergence of luxury and high technology
Reasons to Believe  Genuine Italian leather
 Protection against damage
 Slim and sleek design
 Handcrafted
 Selected styles and colors for every popular mobile device
 Personalization
 Multiple uses – versatile enough to be used as a wallet
 Durable – made to last
 Competitive price points
Because Sena means. . .
 Exquisitely handcrafted leather accessories tailored to perfection
 Tailored understated elegance to protect your mobile device
Brand Personification Ryan Gosling and George Clooney/Emma Stone and Anne Hathaway

5. Demographics:
 Primary: Men and Women 18 – 44
Key Facts about Demographic:
 Embrace new technology (especially Apple owners)
 College educated/some college
 Fashion forward
 Take pride in their appearance
 Want to feel confident
 Want to look successful
 Feel empowered with the right accessories
 Have an impeccable taste for luxury
Source: Portal – RSM

6. Strategies & Tactics
STRATEGY 1:
Targeted Facebook and
paid search campaign
aimed at Men and
Women 18-44
1. Reach targets through online and social media campaign
• Facebook ads
• Paid search (Google adwords)
2. Track ROI to determine best networks, assets, sites
• Google analytics where you can accurately track visitors,
where they are coming from (websites, blogs, social media),
determine best PPC ad success, etc.
STRATEGY 2:
Website enhancements to
improve search rankings,
stickiness and drive sales
1. Seasonal collections introduced on landing page
• Lookbook– opens with a story introducing the theme
• 360 degree view of cases
• Zoom feature
• Store locator – Where to Buy
2. Blog – compelling content and coordinated with social networks
STRATEGY 3: Search
engine optimization (SEO)
for www.senacases.com
1. Higher ranking in unpaid organic searches (Google’s first
page captures over 89% of traffic)
2. Facebook pages, Twitter accounts, and any other social
media outlets should all include links to your website
3. Use Google Analytics to determine key words that attract
high traffic (e.g., iPad cases, leather phone case, etc.)

7. Strategies & Tactics
STRATEGY 4: PR
Outreach to tech sites and
influencer blogs and You
Tube channels for new
product coverage
1. Story pitch can be tailored new device launches:
• Case should be displayed with the new product
review (vs. a separate review just for the case)
• Any Apple product launch
• Gift holidays (graduation, Father’s Day, etc.)
STRATEGY 5: PR
Outreach to fashion
websites and influencer
blogs, You Tube channels
1. Story pitch tailored to an event, season:
• Fashionista websites, blogs, channels
• Handbag blogs and channels
• Fashion what’s trending and how Sena Cases
delivers (e.g., Gatsby film with Art Deco cases)
• Sports (e.g., Opening Day, college football)
STRATEGY 6: PR
Outreach to regional
sports websites, blogs
and You Tube channels
1. Regional story pitch tailored to Opening Days, Playoffs,
college graduation
• Dodger Blue or baseball colors for LA Market
• Yankee baseball colors for NY
• Notre Dame, Michigan football colors for Midwest

8. Strategies & Tactics
STRATEGY 7:
Enhance the Sena Cases
Facebook page and
website to engage and
connect with customers
1. LIKE and get insider updates, where to buy, sales, giveaways,
etc.
2. Crowd-Sourced Contests:
• Project Runway – design an iPad case and let Michael
Kors judge
3. Solicit recommendations, preferences and testimonials
4. Present brand as the expert solutions provider for costumes
STRATEGY 8:
Personalized email
campaign to drive repeat
business
1. Use instead of ‘one size fits all’ email blast
2. Segmented by mobile device ownership
3. Entice email address entries with perks:
• Sneak peaks of new designs/collections
• Personalized discounts (key driver of 40% online luxury
shoppers)
• Contests
STRATEGY 9:
Drive awareness and
virality on YouTube and
other social media
1. Revive the Sena Cases channel on You Tube
2. Coordinate trailer launches on Facebook and Twitter
3. Fashion Show for Summer Collection (partner with Michael
Kors, Tory Burch etc.)
4. Behind the scenes video of “making of” – showcasing the
handcraftsmanship of the cases, leather selection , colors)
5. How to Care for Your Leather Sena Case video

9. Strategies & Tactics
STRATEGY 10:
Use online retargeting ads
for www.senacases.com
1. Generally only 2% of shoppers convert on the first visit to
an online store.
2. Retargeting brings back the other 98%.
3. Retargeting works by keeping track of people who visit
your site and displaying your retargeting ads to them as
they visit other sites online
STRATEGY 11:
-marketing with Targus
when cost effective and
impactful
1. Maximize marketing budget by getting lower ad media
rates
2. In-pack Sena Cases catalog with high end Targus
purchase
3. Shared services – automated marketing for email
campaigns for example
STRATEGY 12:
Synergy for licensed
cases
1. Highlight on licensor website, look books, catalogs, social
media, trade shows (Magic), give cases to high profile
designers

10. Strategies & Tactics
STRATEGY 13:
Packaging needs to pop
but reinforce the luxury
good positioning
STRATEGY 14:
Optimize Sena Cases
website for smart phones
to drive online purchases
1. Rapid rise of these devices may ultimately end up leading
the customer purchasing experience
2. Currently the text on the website is way too small to read
or click on using a smart phone
1. Classic standout color needed for brick and mortar
retailers (e.g., a ‘pebbled leather’ box in a signature
orange color like Hermes)
2. Consider slightly different packaging for non-Apple store
retailer
STRATEGY 15: Test Sena
ads on Google Display
Network and/or Vivaki’s
Audience on Demand
Network
1. Test Google Display Network
• Design a logo ad
• Select relevant keywords for contextual targeting (e.g.,
leather phone case, iPad, iPhone)
• Track people who saw the ads, came to the website and
made a purchase.
2. Audience on Demand – specify age, income level, device owner.