Client presentation for small non-profit in south Georgia.

1. Sydney Walsh – Gabrielle Casole – Christin Grulke – Madeleine
Throckmorton – Joe Byrd

2. Background
• Family owned business dedicated to sending
messages of love and encouragement to
those in need through quality and
environmentally friendly products
• Company was founded after the devastating
loss of the owner’s daughter, Grace, who
never lost her smile, even in the midst of
dire circumstances

3. Central Core of Difficulty
• Lack of product differentiation in an already saturated market of feel-
good products

4. Secondary Research
We conducted our secondary research as a starting base to determine what
we should look for when we conducted our primary research.

5. Secondary Research Conclusions
• An online presence is essential in order to
drive traffic to your website
• Social media marketing, email marketing,
and content development are great ways to
increase your online presence
• Search engine optimization is key

6. Primary Research
We conducted an online survey to establish consumer buying habits, how aware the
public was about Panda On!, what products consumers were interested in buying,
and what type of media consumers responded most too.

7. Primary Research Conclusions
• Currently, many consumers in the Greater
Savannah area are unaware of what Panda
On! Is and what brand stands for
• However, those who are aware of the brand
link it to positive messages of
encouragement

8. Primary Research Conclusions
• Mugs, t-shirts, and stuffed animals were the
most popular condolence gift choices
• Most consumers are willing to spend up to
$30 on a condolence gift
• Social media, websites, and email are the
best way to get in contact with consumers

9. Primary Research Conclusions
• Consumers prefer to have an emotional tie
to a brand
• American made and environmentally
friendly products ranked high with
consumers
• Knowing that a portion of the proceeds is
going to help someone also ranked high

10. Situation Analysis
To establish how to proceed from here with our findings, we took a look at the
situation as whole to determine our next steps.

11. Strengths
• Consumers can relate to your background
story
• Your brand is strong and consumers
recognize it
• Founders are passionate, and this is
exhibited by the brand

12. Weaknesses
• Website and social media are not easily
accessible
• Target audience is not aware of the company
or its message

13. Opportunities
• Product expansion
• Promotional video to highlight company’s
background story and brand
• Community events

14. Audience Delineation
We honed in on a specific set of consumers to better tailor the campaign to your
needs so that Panda On! Can continue to grow.

15. Target Audiences
• Primary Audience: Baby Boomers
– 40-80 age range
• Secondary Audience: Millennials
– 18-34 age range

16. Why Baby Boomers and Millennials?
• Support products that are environmentally
conscious and American-made
• Support products with a noble cause

17. Goal
We wanted to generate increased awareness throughout the local communities
through an improved online presence and attendance of more local events.

18. Objectives – to be achieved by January 1,
2018
• To increase sales by 15%
• To boost engagement rates on social media
by 50%
• To boost traffic to the website by 75%
• To have at least 20 active followers on the
company’s Facebook page
• Create an Instagram account with at least
100 active followers

19. Strategies & Tactics
Baby Boomers

20. Strategies & Tactics
• Strategy 1 – Emphasize
Panda On!’s cause
– Social media posts about
• Company’s donations
• Scholarship
• Grace’s story
• Strategy 2 – Interact
with followers
– Encourage followers to
• Share their own stories
• Tag friends in posts
– Host giveaways

21. Strategies & Tactics
• Strategy 3 – Highlight
company’s purpose
– Create cohesive web
pages
• “About” page
• Day of Grace page
• Scholarship page
• Strategy 4 – Special
Offers
– Email offer
– Ad offers
– Track analytics to see
which methods are
successful

22. Strategies & Tactics
• Strategy 5 – Community Events
– Instagram Photobooth
– Promote Products
• Gift baskets
• Promotional Video

23. Strategies & Tactics
Millennials

24. Strategies & Tactics
• Strategy 1 – Generate
new leads
– Ads
• Banner Ads
• Paid Search Ads
– Email sign up button on
website
• Email requested
information to customers
• Strategy 2 – Update
social media
– Update social media 2-3
times a week
– Share background story
– Scholarship recipients
post

25. Strategies & Tactics
• Strategy 3 – Increase
visibility
– Search engine
optimization
– Link social media to
website
– Ads on social media to
link back to website
• Strategy 4 – Follower
Interaction
– Photo caption contests
– Followers submit photos
of Pep’s travels with
them
– Contests – like, share,
and tag

26. Strategies & Tactics
• Strategy 5 – Utilize Instagram
– Personalized hashtags -
#PepInMyStep
– Photos from events
– Like and comment on follower’s
posts

27. Budget Highlights
• Promotional Video
• First Friday fees (for 3 of
12 months)
• Facebook Ads
• Website Update
• Banner Ads
• Paid Search Ads
• Fliers
• Business Cards
• Brochures
• Bookmarks
• Gift Baskets and
Supplies
• TV’s to play video on at
events
• Emergency Buffer

28. Calendar Example

29. Media Pieces
A sample of a few of the media pieces we have created for you.

30. Website
• Easier to navigate
• Portrays brand
• Combined Day of Grace
page with regular site
for easier access

31. Website

32. Website

33. Website

34. Email Offer

35. Pamphlets

36. Business Cards

37. Banner Ads
• Can pay to
have these
show up in
internet
browsers for
users who are
seeking
similar
products and
services

38. Instagram Photo Prop
• Prop it up near
your event table at
community
festivals and events
and encourage
attendees to take
photos behind it
and tag Panda On!

39. Social Media Example Posts
• Integral part of connecting with your
consumers

40. Social Media Example Posts

41. Social Media Calendar

42. Post Survey to Evaluate Campaign
• Survey questions in Appendix E of your book
• How to create a survey via Google Forms in
Appendix F
• If the campaign is unsuccessful, we
recommend that you only continue utilizing
the aspects that have helped to grow your
business