Digital Marketing and Media Plan for TheLittleMarket.com Final Project for General Assembly's Digital Marketing Course. Team Members: Jack Reed, Angelica Coral, Rebecca Whitney

1. thelittlemarket.com

2. The Little Market is an online social enterprise, combining business
and social justice. We measure our success by the positive
social and economic impact on our artisans and their communities.
Founded in 2013 by Lauren Conrad and Hannah Skvarla.

3. Brand Brief
Personality Values Definition Promise
The Little Market
is your fashion
forward friend who is
also a citizen of the
world.
!
A conscious
consumer, she likes to
stay on trend while
making purchases
that positively impact
the lives of others.
!
Collaborative
Social Responsibility
!
Empowerment of
Women
!
Fair Wages
Safe Workplace
!
Craftsmanship,
Design, & Style
!
An online marketplace
for fashion forward fair
trade goods.
Your purchase will
always be ethically
sourced and directly
benefit global artisans
and their communities.

4. Empathy Map
Think & Feel? Hear?
See? Say & Do?
People like their style - Red Carpet Gossip -
That fair trade stuff is not chic, but that TLM
is different - News stories like the Bangladesh
factory collapse and Malala.
Instagram their lifestyle - Travel - Work for
creative or cause oriented companies, or
aspire to - Volunteer - Watch Ted Talks & E! -
Have brand literate fashion conversations.
“Cute, Cool, Ethical, from XYZ Brand” - Set
and follow trends.
The Little Market on social channels,
LaurenConrad.com and TLM press in Teen
Vogue, InStyle, People Magazine - Notice
other people’s style - Activist campaigns like
Amy Pohler’s Smart Girls and MTV Act - The
impact of impact of consumerism on the
environment.
Stylish- Love Lauren Conrad’s style -
Care about social justice - Feel
empowered and want to empower
others - Appreciate art, design, & style.
Gain?Pain?
Price Point - The range of ethnically inspired
options from other brands like Madewell and
Anthropolgy - Can’t see TLM products in person.
Curated by taste-maker, Lauren Conrad - Unique,
One of a Kind - Hand Made - Supports a good
cause. #FashionForwardFairTrade
Understanding The Little Market Customer

5. Customer Segment
Millennial Women
25-34 Years Old (+18-24)
Educated
Optimistic/Altruistic
Professional/Creative
Lauren Conrad Fan
Fashion Forward
Posh + Boho
Socially Conscious
Inspired by Nature
Global Citizen
Influencer
!
!

6. Business History
thelittlemarket.com
*Weekly Metrics*
Jan 1 - May 31 2014
!
Sessions:
22,772
Users:
17,
139
Revenue:
$2,762
Conversion
Rate:
0.13%
!
The Overnight Bag
!
Sessions:
1,388
Users:
695
Conversions:
1.2%
Goals

7. Summer campaign for TLM’s New! Half Moon Bay
Overnight Bag.

8. KPIs
Paid !
CTR!
Conversions!
ROAS
Organic
CTR!
Conversions!

9. Paid Conversion Funnel
START

10. Paid Conversion Funnel
!
$$$ !
END

11. Organic Conversion Funnel
START

12. Organic Conversion Funnel
!
$$$ !
END

13. Website Optimization
• Feature seasonal products on
landing page.
• Re-organize category banners
to feature seasonal products.
• Change header color.
• Optimize site architecture and
navigation.

14. Media Plan: Organic Social Media Content - Strategy
!
!
Mimic social media tactics that work for like-minded brands -
Toms, Madewell, and J.Crew.
Impact/Artisan
Cute Bomb
In Situ
Product Detail

15. Media Plan: Organic Social Media Content - Facebook
!
• Post product driven content 3x per week
• Maintain a balance between product driven, lifestyle, and social impact content
• Include CTA and bit.ly link to landing page to drive sales
• Include CTA to join highest referral social channels - Pinterest
• Run posts in tandem with Facebook Right Sidebar Ad
*actual posts

16. Media Plan: Organic Social Media Content - Twitter
!
• Re-post from product driven content from FB/
Instagram 3x per week
• Maintain a balance between product driven,
lifestyle and social impact content
• Include CTA and bit.ly link to landing page to
drive sales

17. Media Plan: Organic Social Media Content - Instagram
!
• Post lifestyle driven product shots 3x per week
• Push Instagram posts to Twitter
• Include CTA and landing page link in bio to drive
traffic and sales

18. Media Plan: Organic Social Media Content - Pinterest
!
• Create new Pinterest board for ‘Bags’ including images of
- Overnight Bag in all styles
- Overnight Bag in clean product shots
- Overnight Bag in user generated content shots
- Details and lifestyle scenes
- Maintain a balance between product driven, lifestyle and social impact content
• Include direct links to landing pages for each product
• Post a “Follow us on Pinterst” CTA on Facebook, Twitter, Instagram

19. Paid Media Content & Results - Facebook
Ran Campaign June 9 - June 14
- Website Clicks: 231
- Reach: 136,331
- CTR: .17%
- Avg. CPC: $0.43
- ROAS - $100
- Transactions: 0

20. Paid Media Content & Results - Google AdWords
Top 3 Keyword Phrases
Women’s Weekend Bag .65%
The Little Market .60%
Women’s Overnight Bag .47%
Ran Campaign June 9 - June 14!
- Impression: 96,652
- Sessions: 388
- CTR: .4%
- New Sessions: 91.49%
- New Users: 355
- Bounce Rate: 26.80%
- Transactions: 1
- Revenue: $267.35
- Conversion Rate: 0.26%
- ROAS: $117.35

21. Organic Media Content & Results - Facebook
22 Clicks to Website
0 Conversions
457 Clicks to Website
0 Conversions
32 Clicks to Website
0 Conversions

22. Organic Media Content & Results - Twitter
457 Clicks to Website
0 Conversions
32 Clicks to Website
0 Conversions
457 Clicks to Website
0 Conversions
*Same bit.ly links were used across Twitter. Multiple posts contributed to total click count.

23. !
• Establish normalcy across site traffic/analytics and all unpaid media channels
• Optimize highest performing channels - social media + website
• Test first paid ad campaign
• Develop organic social media strategy
• Focus on a new product campaign
• Combine organic and paid media to increase conversions
Part B - Approach & Strategy

24. Operational Challenges:
• Timing, commitment and internal alignment challenges with TLM team
• Communication between GA-DM team and TLM Web team around site changes
!
Execution Challenges:
• Organic social media posts did not include the correct product links
• Infrequent posting during campaign, not at optimal traffic times
!
Missed Opportunities:
• Instagram
• Pinterest
• No clear product shots in social media posts
!
Recommendations:
• Achieve a balance of organic, earned, and paid media
• Optimize UX
• Implement a comprehensive digital marketing strategy
• Accelerate growth to achieve The Little Market’s social impact promise
Key Takeaways & Recommendations

25. Thank You!