Helping the client build her business

1. AllbyChaz
Digital Marketing Plan
Nour A, Christen Borg, Penelope Bencosme, Mindy
Chan, Anthony Dyce, James Guo, Lalita Kamolvathin,
Hannah Lee, Emma Mohammad, Hannah Nelson,
Jason Oliver, Rochelle Tuul, Katherine Vega, Nicholas
Watkin, Mia Zaidi
C150 Client Project

2. TABLE OF CONTENTS
01
MEDIA PLANNING
02
SEARCH ENGINE OPTIMIZATION
& UX DESIGN
03
SEARCH ENGINE MARKETING
04
SOCIAL MEDIA
05
INTRODUCTION

3. ABOUT AllbyChaz
Business Focus: Event & Media Production
Products/Services: Event Planning, Media Planning, Custom Merch, Party Favors, Website
Development/Design, Self-Defense Kits, Christmas Ornaments
Mission: Provide the public with an unforgettable experience, through dedicated planning and
consistent presentation of new and innovative ideas
Brand Personality: Fun, Vibrant, Friendly
Analysis: AllbyChaz offers a wide variety of products and services. While it is good to diversify your lines
of business, these offerings are vastly different making it difficult to communicate a clear purpose or
unique selling point to customers.

4. THE NEW AllbyChaz
Solution: We recommend that AllbyChaz restructures its brand to create a more unified concept.
Instead of combining all of AllbyChaz’s products and services under its name, we recommend that
AllbyChaz focuses on event planning along with it’s customizable products and market these
separately from their other lines of business.

5. MEDIA
PLANNING
01 Nour A, Mindy Chan, Rochelle Tuul, Mia
Zaidi

6. MARKETING GOALS
Increase awareness of the
newly rebranded AllbyChaz
BUILD
AWARENESS
Generate buzz & word-of-mouth
to drive website traffic & sales
DRIVE
TRAFFIC

7. TARGET AUDIENCE
BEHAVIORS
WOMEN
● Custom merch for events (e.g. birthday, bridal shower,
wedding, baby shower, collegiate/club events)
● Custom branding (e.g. graphics, business cards, flyers)
18-45 YEARS OLD
ATTITUDES
LOOKING FOR:
● They want cute products that are social-media worthy–something
that they can show off to their friends.
● They want the best deals and the best service–price & convenience
are top priorities.
● They respond to storytelling & want to support small business
owners, especially those who they find relatable.
INCOME: +$35,000
LOCATION: NEW YORK
EDUCATION: SOME HIGHER EDUCATION
PARTYING/
GOING OUT
SOCIAL
MEDIA
ONLINE
SHOPPING

8. MEDIA MIX
Instagram Ads
TikTok Ads
15%
10%
SEARCH
● Instagram: Highly-visual, Good
for reach, Frequently used to
research brands
● TikTok: Highly-creative, Good
for reach & engagement, Faster
growth
● Facebook: Good for reach/
reaching older demographic
SOCIAL MEDIA
01
02 ● Google Ads: “King of Search”,
Largest usership
25%
50%
BUDGET
Facebook Ads
Google Search Ads

9. MEDIA OBJECTIVES: WEBSITE & SEARCH
100
Earn 100+ unique visitors
per month
UNIQUE
VISITORS
20
Create 20+ new contacts
per month
NEW
CONTACTS
200
Earn 200+ clicks per month
on Google Search Ads
CLICKS

10. MEDIA OBJECTIVES: SOCIAL MEDIA
Reach 500 users per month
Achieve 1,000 impressions
per month
Grow follower count to 2K
by 2023
Earn 30 website clicks per
month
INSTAGRAM
Reach 50 users per month
Achieve 10 page views per
month
Grow page likes to 300 by
2023
Earn 10 website clicks per
month
FACEBOOK
Reach 100 users per month
Achieve 300 video views per
month
Grow follower count to 500
by 2023
TIKTOK

11. COMPETITORS
EVENTS BY ROSA
545 Followers
ALLBYCHAZ
1.1K Followers
23 LAYERS
7K Followers
EVENT PLANNING
SOLELY SELL
CUSTOMIZED ITEMS
3+ SOCIAL MEDIA
CLEAN UX DESIGN

12. Priority Level
MEDIA FLOWCHART
CHANNEL
Q1 Q2 Q3 Q4
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Website
Social
Media
Holiday shopping
KEY EVENTS:
Fall semester starts
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Wedding Season
Spring semester starts
High
Moderate
Low

13. SEARCH ENGINE
OPTIMIZATION &
USER EXPERIENCE
02
Nicholas Watkin, Lalita Kamolvathin,
Katherine Vega, Hannah Lee

14. SEO GOALS
Organically Rank
on Google
INCREASE
RELEVANCE
Easier navigation of Website and
improving user experience
OPTIMIZE
WEBSITE

15. ON-PAGE SEO VS. OFF-PAGE SEO
On-page SEO involves optimizing content,
meta tags, and other elements on your own
site’s pages
Example:
● Content Marketing
● Keyword Optimization
● Quality Images
● Page Speed
*Use your PRIMARY keyword in your headline
Off-page SEO is optimizing via external means;
involves any activities that drive awareness &
referral traffic to your site
Example:
● Guest blogging
● Social media activity
● Influencer marketing
● Brand mentions

16. OUR SEO & UX RECOMMENDATIONS
● Improvements on Title Tag
Examples: AllbyChaz: Event Planning
Plus, AllByChaz|Customized Events, etc.)
● Meta Description Updates (Include
keywords)
● CTA (Call to Action)
● Landing Page/User Experience
● Quality Images

17. METADATA OPTIMIZATION
BEFORE
Meta Title Tag & Meta Description
Updates
Include CTA & Keywords
AFTER

18. SITEMAP
HOME
CONTACTS
PORTFOLIO
SERVICES
CUSTOMIZABLE
PRODUCTS
EVENT
PLANNING
DIGITAL
DESIGN
BRAND
DEVELOPMENT
REVIEWS EVENTS
OUR
SERVICES
CONSULTATION

19. WEBSITE MOCKUP
SQUARESPACE
MOCKUP

20. BEFORE
AFTER

21. SEARCH
ENGINE
MARKETING
03
Penelope Bencosme, Christen Borg,
Anthony Dyce, James Guo

22. SEM STRATEGY
Our SEM Department focuses on leveraging Google Ads and Google Analytics to create the best
paid search engine marketing to bring customers onboard.
Our primary strategy focuses on building two campaigns - the first is an Awareness campaign
with ad groups around different product lines, and the second campaign takes the first campaign
and adds a 10% off coupon for Retargeting Clients.
We also go over how to use Google Analytics to track progress and create/adjust campaigns.

23. KEYWORDS
Keywords are specific words users search for, and we create ad campaigns based on those keywords.
1. Keyword Groups Broken Into Product Lines
● Local Party Planning / Custom Party Crafts
● Event Production
● Ornaments
● Chazbag / Goodie Bags
● Design/Branding for Graphics + Website
2. Ad Groups
● Ad groups were then created based on keyword groups
3. Keyword List
● https://docs.google.com/document/d/1ddi9HLtkwx4LzuGdVPN0Zuc2GTDDyrJ_6qHWR_lbuto/edit
KEYWORD GROUPS

24. KEYWORD STRATEGY

25. MARKETING FUNNEL
Awareness Campaign
Retargeting Campaign

26. CAMPAIGNS & AD GROUPS
Our strategy focused on Awareness out of the funnel (Awareness, Consideration, Conversion,
Loyalty) and built a corresponding campaign built on it for Consideration/Conversion via
Retargeting for clients who have already heard of AllByChaz.com
Google Retargeting features campaigns that reach out to potential customers who have already
visited your website (and therefore, had their browser tagged) in the last 90 days. We offer a small
10% coupon code to entice them to buy or commit.
https://docs.google.com/spreadsheets/d/1nsaYFDM8HH_zbg8y-rZPKGQi1oVPv3YnS8HZt4jvqWo/edit#gid=1485884647
CAMPAIGN
AD GROUPS

27. AWARENESS CAMPAIGN EXAMPLE
● Educating Individuals (Potential Customers)
● Boost Public Awareness about brand

28. RETARGETING CAMPAIGN EXAMPLE
● Show targeted ads to a user who has previously visited your site and didn't purchase (conversion)
● Enticing the consumer with promo codes & discounts

29. GOOGLE ANALYTICS
Google Analytics is more than just numbers and stats. It tells the story of how people are interacting
with your brand online — what they have questions about, what they’re most interested in, who they
are, and more.
1. Track your visitor demographics and design advertising/marketing to target similar audiences
2. See if your marketing efforts are working
3. Which type of content to create or products to list on your website
4. Divide users into different segments (like age, gender, country, device, etc)
5. Optimize website pages to boost conversions
THE VALUE OF GOOGLE ANALYTICS!
HOW GOOGLE ANALYTICS WORKS:

30. GA INTERFACE OVERVIEW
1. Navigation
2. Accounts
3. Search Bar
4. Main Info
5. Google Account
1 2 3 5
4

31. SOCIAL
MEDIA
04 Emmayhony Mohammad, Jason Oliver,
Hannah Nelson

32. Increase awareness of the
newly rebranded AllbyChaz
BUILD
AWARENESS
Generate buzz & word-of-mouth to
drive social media platform traffic
DRIVE
TRAFFIC
SOCIAL MEDIA GOALS

33. SOCIAL MEDIA BREAKDOWN
SOCIAL MEDIA USAGE IN
EACH DEMOGRAPHIC (U.S)
SOCIAL MEDIA
USAGE WORLDWIDE
Source: Statista Source: Pew Research

34. SOCIAL MEDIA STRATEGIES
PLAN OUT SOCIAL MEDIA CONTENT
● Create social media content calendar & track best times to post (best time for Instagram
and Facebook is Tuesday/Wednesday 11 AM to 2PM according to sprout.com
● Be consistent with the theme, logo, font
● Take advantage of Facebook & Instagram features (Reels, IG Live, IG TV)– keep in mind
both accounts can be linked
● TikTok videos may be similar to IG reels
USE RELEVANT HASHTAGS, LOCATION, & TAG ACCOUNTS
USE FACEBOOK & INSTAGRAM ADS
● Wide range of audience

35. BEST PRACTICES
1. Use high quality photos of merchandise
2. Run ads for a minimum of once a week (Use video ads less than 60 seconds)
3. Test out different ad formats (Image/Video/Carousel) & monitor insights

36. INSTAGRAM AD MOCKUPS
IMAGE LINK ADS STORY

37. IMAGE LINK ADS
FACEBOOK AD MOCKUP

38. VIDEO AD
ACCOUNT PROFILE
TIKTOK AD MOCKUP

39. CONCLUSION

40. SWOT ANALYSIS
OPPORTUNITIES
● Networking Skills
● Custom merchandise
has a wide audience &
complements event planning
STRENGTHS
THREATS
WEAKNESSES
● Restructure website &
social media feed
● Launch business on Etsy*
● Lack of unity between
products & services
● Legal implications of selling
self-defense kits*

41. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, infographics & images by Freepik
THANK YOU
DO YOU HAVE ANY
QUESTIONS?
AllbyChaz