our strategy to reach out to both our current and potential customers

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Ultimate Express shoe Company deals with shoes for both male and female. It was founded
in 2006 by a team five ladies. Our management structure comprise of the CEO Charity Mutugi,
, Director of Finance, Jacqueline Kariithi , Director of Human Resource, Edna Kiplagat,
Director of Marketing, Laura Jeruto , Director of operations, Selfine Abwao and other
stakeholders
Background
Ultimate Express is the leading and largest credible company dealing with unique high quality
shoes. It is currently located in Nairobi along Ronald Ngala Street near Nakumatt. It has

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branches in Nakuru and Mombasa. We also have outlet distribution services to other retail
shops nationwide.
Our company has continued to receive national recognition for the quality of its services since
2006 till now due to the commitment to the human element of customer service and remaining
unwavering with all the staff and business processes based in Kenya. As an organization, we
are driven by dedication to our work, pursuit of opportunity and commitment. We are
specialists in footwear in that we encompass the entire supply chain in all dimensions of our
business.
Colour choice
Our colour choice is blue and pink. Having this choice has brought nuance to our message out
there to our customers. Pink being a bright colour is attention grabbing and we used blue to
tone it from being brash. Blue is also an implication of professionalism and interagency. Pink
has been used to create a situation of attraction .These colours will create diversity and
inclusivity of our customers.
Mission
We are driven by dedication to our work, the pursuit of opportunity and commitment to the
best.
Vision
To be a benchmark in the market, with brands that are admired and favoured in all sectors. This
business vision has enabled us to deliver the best shoes in the market.
Values

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We are committed when it comes to our work in executing respect for people, integrity,
entrepreneurship and business longevity.
Logo
Our logo will display our company's unique identity, and through the colours our customers
will identify with the company's core brand. It will also be our shorthand way of referring to
the company in advertising and marketing our shoes.
Marketing Analysis: target Market
We will push this ahead on to making our products known to majority of people through
newspaper and television advertisements, pop ups in various websites. We will have a monthly
magazine which will update our consumers. Our Communication and web designers’ team will
provide both online updates.
We will also use various social media platforms; Facebook, Twitter, Instagram and Youtube.
The use of celebrities will be our main focus to win on our audience interest. We will dress
them up in our latest shoes, take pictures and video clips which will be posted on our social
media platforms. We intend to give free gifts on purchase of every pair of shoe and promotions.
“Information processing refers to events that interact to create something new,” (Joel, 2009).
Steps in Developing Effective Communication
Target Audience
Our focus is both the male and female gender of the middle class. Our shoes will range from
shillings 500-3500 for affordability. We will sell velvet shoes, leather shoes, loafers, official

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shoes, wedges and high heels. Different colours of shoes will also be available. We will have
shoe numbers 4 to 18 in stock for all our customers, 18 years and above.
Communication Objectives (SMART)
We look forward on making weekly profits of about shillings 40% of our sales. We also look
forward to ensure our customers get quality shoes. Deliveries by the various shoe suppliers
will be done on time to avoid stock shortage. Our employees are required to record stock in
and out weekly. Our technology team should provide daily post updates.
Designing the Communication
The message to be delivered will get attention through attraction. Creating a website that
will attract strangers by posting trending shoes. “First, the internet is not only concerned with
the production and distribution of messages, but is at least equally concerned with processing,
exchange and storage,” (John, 1956). We tend on getting both the contacts and emails of our
customers in order to keep them updated.
Selecting Communication Channels
“A channel is both the route travelled by the message and the means of transportation,”
(Leah, 1975)for communication to work effectively. We value both personal communication
and non-personal communication.
Establish Budget
We look forward to having a monthly budget of 10.1 million. Leasing expenses for all
premises will cost 100,000 shillings. Payment of wages will amount to about 2 million. Cost
on new stock will cost 3 million. Celebrity endorsement, promotions, advertisements and
miscellaneous costs will total up to 5 million monthly.

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Decide Media Mix
We will use direct marketing. Advertising will work both face to face and online. Sales
promotion will be used. Events will also be held in various places which will be sponsored by
the company and investors “The internet has turned what used to be controlled, one way
message into a real time dialogue with millions,” (Hartley, J. 2011).
Promotion Mix Strategies
Pull strategy is our main strategy. We focus on bringing goods which are preferred by most of
our customers. Push strategy will be used to sell our goods still in stock. Clearance sales will
work hand in hand in the push strategy.
Goals
To raise awareness based on our brand and interact with people on different social media sites.
We believe this will result to them recommending to their friends. Our target is to reach 50%
of our target audience to buy our products. Increasing our daily tweet count from two to five.
Website traffic will fuel our campaign. We will target more people to visit our site. We look
forward to having people engage on our blog through clicking our social media widgets. We
seek to o offer strategic consultation to our customers concerning our products, creating results
and providing time conscious services. Continuous monitoring our websites to provide daily
updates and encourage our customers to share our ideas. Providing reliable customer services
to customers encourages interactions between company and customers (D. Evans, 2012).
Campaign social media strategy

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The campaign will run for 10 months from April to January 2017. The slogan will be ‘pamoja
tungare’. Which will inform the public of our products. We will use PSA’s and online
advertisements to inform the public of our products. We will have celebrities perform in
concerts. We will seek to avail video announcements for upcoming events, coupons for wear
classes. Editorial calendars will help us monitor our social media. We will use a spread sheets
for us to plan out our month, outlining what to post daily. We have created an effective online
profile with our logo, to link with our customers. A brief bio of our company will be included
on all our social media platforms. We seek to fill the curiosity gap by use of formulaic headlines
lines such as “She wears a classy shoe from ultimate on valentines, and see what happens, so
unbelievable and cool” as a strategy to catch the majority of our clients and potential customers.
(Crittenden, 2011) recommends the 80/20 principle: 80% or your activity is “being friendly”
through retweets, comments and other participation. The remaining 20% is your chance to add
new content. In this way, we will actively participate and engage with our clients rather than
sticking to own promotions. We look to employ a full time social media manager who will be
responsible for supervising our day-to-day social media activities in order to analyse results to
figure out where social media efforts should be concentrated. According to (C. Pahrmann
2012), “Consistent participation is absolutely necessary for success and it takes time to build a
loyal fan base and reputation.”We look forward to giving mega content in our articles. To
reduce the amount of time spent curating third party content but increase our ability to share a
wider range of original content.
Communication
Gronroos (2004) said that marketing communications now need to embrace a wider remit to
move beyond the product information model and become an integral part of an organization’s
overall communications. Ultimate express aims at using communication social media channels

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Facebook will help determine the growth of our company by tracking our posts performance.
And quickly determine what kinds of posts perform well. Determining which shoe company is
competing with us. Textual and pictorial posting will be availed. We will post new trends of
shoes to make the consumers updated. Tagging people will help maximize consumers to see
posts.
Linked in. Effective communication we will get users to follow our company page to get them
exposed to our posts. Our company page admin will analyze LinkedIn in order determine the
most engaging posts, the demographics of followers, and performance of competitor brands'
pages.
We will use Twitter to communicate to our consumers because it will give us an opportunity
to respond quickly and effectively to consumer complaints in a public space. Also Twitter will
act as a channel for brand maintenance and community. Our shoe company advertising tools
on Twitter will be promoted Tweets which can include calls to action, links to branded content,
attached images that double as display ads. While you tube channel will be used for
communicating by posting our company’s videos and latest arrivals of our products.
Collaboration
The use of wikis will build awareness to the audience by providing the latest information that
will establish interest of our audience. Bringing new ideas to promote products will increase
the demand from the audience. Blogs can be used to share the company’s new ideas and to
keep our customers connected at a personal level. We will build collaboration with our
consumers through interacting with them in social media and also keeping in touch with other
companies that are related to us.
Education

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Customers need to know all details about the products. Coming up with booklets or reports will
analyze the business field. Customers can compare products to the alternatives, the knowledge
will make them more comfortable with making a purchase. One can have other booklets on
even broader subjects for example if a company sells shoes, it could have a broader pamphlet
just about home construction shopping budgeting. Giving this kind of broader knowledge gains
your customers’ trust.
Entertainment
Companies tend to increase fragmentation in terms of entertainment to reach different
consumers. Through entertainment marketers are able to reach their target audience. Besides
persuading your target audience to buy your products, its only right that you provide entertain
and engage them. Videos are the most memorable communication tool available in marketing
arsenal.
When it comes to Facebook, it can really help in offering sales promotions and one of the ways
is through creating a Facebook page. For instance, as a group we have created a Facebook
account and Facebook page called Ultimate Express Shoe Company that reflects our company
logo and information that describes our brand with attractive photos that shows what our
company offers.
Moreover, through this, we are able to engage our followers by sharing our promotions, updates
with them to connect with our audience through friendly conversation and giving feedback.
This is facilitated by responding to comments, private messages and emails seen to us as we
have provided our email address to our audience.Also, we will provide promotional post ads
to the users’ news feed that would direct anyone who clicks straight to our website.

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In the social media world, Twitter falls into the category of micro blogging tools because of
the short, disconnected messages it distributes. The best way to use twitter to your advantage
in the business world, is first by defining your brand. Our twitter account will be the first to
give an impression about our company. Therefore we will put up our logo, tweet, and direct
message in order to engage with other users and focus on getting information out in the Twitter
world. When signing up we put our use name as @ultimateexpressorg. This is how other users
will identify us.
Also since twitter is our platform for passing and receiving information, it can also be an online
venue where our customers can make orders, ask questions about our products and so on. This
is the same platform our company will use to tell our customers where and for what price they
can get our shoes. Also by identifying people with the need for or products we can present ours
to them with the intention of satisfying their needs.
Aaron Lee in his article on 4 Twitter Search Tricks That Will Get Your Business More
Followers recommends checking out who’s retweeting your content, since they’re apparently
already interested in what you’re saying. You can also find people tweeting about topics related
to your company, in your area, and more. Add them to your lists, and then you’ll be ready to
reply if they ever Tweet with direct interest in your product (Schreiber, 2014).
Having profile picture in LinkedIn helps customers defines our company. Our company will
use a Compelling Intro Message so as to brand the company and Connect with people. LinkedIn
enables our company to market for example; using Mail which is delivered right to your
connection’s inbox.
YouTube is a place to host and share videos. It is used by a company for products advertising.
Videos are effective in communicating a brand because the audience feel engaged. YouTube
is an excellent place to upload client testimonials. For they are more convincing.

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YouTube can be used to drive views to our website by using redirects whereby the URL
changes and sends the viewer to our website after clicking. Also you tube can be used to drive
views through serving pop-under whereby a new window appears under a current window . It
can be used to call to action through encouraging people to like, rate, and comment and share
videos
ROI
(Guy & Steven , 2011) Observes that reach is the potential audience for a message based on
total follower count which measures the spread of a social media conversation. Hence, reach
can help you understand the context for your content, how far is the content is disseminated
and how big the audience for the message. So basically, Reach is a measure of potential
audience size. Picking important engagement numbers like clicks, retweets, and replies helps
contextualize the reach engagement and participation. For instance, coca cola through the
promotion of share a coke has been disseminated to all over the world especially in Africa and
this has established a global market. Has been facilitated by the online advertisements and
social media share of posts, ratings, comment, clicks and updates.
Also clicks can be measure through the web traffic that they result to. This is because it
facilitates meaningful connections with the customers and users as it encourage them to
interact which builds relationships that will always reference you as a common interest,
reinforcing their love for the company's brand. For instance, Coca Cola Company has really
been effective in using clicks on their social media platforms to drive their brands and
conversations.
Social media ROI is defined as a measure of the efficiency of a social media marketing
campaign.” According to D. Evans, (2012) the general formula provided for calculating out

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your social media ROI is given as follows: Social media ROI = (SM return – SM investment)
or ROI = (Net profit – Amount Invested)
Companies have measured their ROI through revenue generation by sending a sales email
about their best selling product or service to generate revenue, Customer acquisition refers to
gaining new consumers. Acquiring new customers involves persuading consumers to purchase
a company’s products and services. Companies have measured their ROI through customer’s
acquisition by being proactive to address their potential customer's needs via social media, they
use images to engage a picture to attract some new fans, hosting a competition to boost their
followers and engagement, with their customers in personal build relationships T.Weinberg,
(2010)
Conclusion
We believe through team work and corporation we will be in a position to reach out to our
customers and meet our target profits. Our priority is on hard work and commitment which is
basically our communication theme and message .United we will stand and divided we fall.

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References
Hartley, J. (2011). Commuication,Culture and Media Studies. Canada: Routledge.
Joel, B. (2009). Lifestyle Woman's Interest. Magzter, 2, 23-89.
John, D. (1956). Finest quality clothing shoes and accesories. Albuquerque, 3, 23-97.
Leah, M. (1975). St.Loius Business Journal, 56, 67-98.
Mattelart, A. (1996). The Invention of Communication. London : University of Minesota.
Gronroos, C. (2004) the relationship marketing process: communication,
interaction,dialogue, value. Journal of Business and Industrial Marketing.
Stern, L. and El-Ansary, A. (1995) Marketing Channels, 5th ed. Englewood Cliffs, NJ:
Prentice Hal
S. Asur, B.A Huberman,(2010), Predicting the Future with Social Media, Agent Technology
Publishers, USA.
R.Hanna, A.Rohm &V.l Crittenden, (2011), we are all connected; the power of the Social
Media Ecosystem, University press: New York
D.Evans, (2012), Social Media Marketing; An hour a day, The Mc. Graw Hill Companies
INC.: New York.
D.Evans, (2012), Social Media Marketing; An hour a day, The Mc. Graw Hill Companies
INC.: New York
T.Weinberg, (2010), Social Media Marketing; Palgrave Macmillan: London