Bingo was his name-o

Objective: Sell merchandise and gain an online awareness

Goal: Sell shirts and gain a following

KPI: Whether people are buying our shirts

Target: Sell 6,000 shirts of our year long “Bundle” campaign

Online marketing budget $5,000

Search Optimization

Target: 1,500

Value of conversion: 2.00

Expected Conversion: 1,000

Investment Sample: 1,200 (100 X 12)

Cost of Conversion(/): 1.20

Value of expected conversion:

1,000 X 2.00 = 2,000

Pay-Per-Click

Target: 1,500

Value of conversion: 1.50

Expected Conversion: 1,000

Investment Sample: 1,200 (100 X 12)

Cost of Conversion(/): 1.20

Value of expected conversion:

1,000 X 1.50 = 1,500

Promotion/PR

Target: 2,000

Value of conversion: 3.00

Expected Conversion: 1,200

Investment Sample: 1,200 (100 X 12)

Cost of Conversion(/): .80

Value of expected conversion:

1,500 X 3.00 = 4,500

Email

Target: 1,500

Value of conversion: 1.00

Expected Conversion: 800

Investment Sample: 600 (50 X 12)

Cost of Conversion(/): .75

Value of expected conversion:

800 X 1.00 = 800

Social Media & Viral Marketing

Target: 2,500

Value of conversion: 2.00

Expected Conversion: 2,000

Investment Sample: 1,800 (150 X 12)

Cost of Conversion(/): .90

Value of expected conversion:

1,800 X 2.00 = 3,600

Week Three

Champaign Budget/Campaign Duration

As mentioned in my goals and objectives, my main objective is to increase sales. Since my business is an online retailer, I will focus most of my advertising and marketing through the Internet. I have planned to spend an average of $500 a month for the first year, then gradually increase promotional spending with the increase of sales and popularity of the brand. This will be a common theme with my business structure.

Search Engine Optimization: I believe this is a vital step in the success of my company. We plan on spending 20% of our monthly budget and man-hours on developing our S.E.O. This will ensure we are easily found organically through search engines.

Paid Search or Pay-Per-Click: P.P.C. advertising is a great way to advertise, especially with sites such as Google AdSense or even utilizing Social media P.P.C. such as Facebook. We will spend 20% of our monthly budget and man-hours on P.P.C. advertising.

Promotion/PR: This is a great way to promote your product. We plan to take a non-traditional approach to our promotions. We plan on sponsoring bands, skaters, and other influential people. Since we are supporting non-profits organizations and important causes, we believe people would want to be involved in our movement. Since we would be promoting through sponsorships we would just need to cover our expenses of cost of goods sold and shipping and handling. We believe we can cover this with about 20% of our monthly budget and man-hours.

Digital Advertising: Although digital advertising does have its positives we have decided to decline any advancement towards the channel. It is a costly and rarely effective means of advertising. Through years and years of digital advertising, many of the online community have learned to ignore these adds, in a phenomenon called banner blindness.

Social Media and Viral Marketing: we have decided to spend the largest percentage of our marketing budget on social media and viral marketing. Since our demographics are females from 18-34 years old With an annual income of 75-100k, we have found that social media (Facebook) the number one most popular sites for our demographic. Therefore, we plan on spending 30% of our marketing budget and man-hours.

Email: Email is another channel we would like to utilize. Through our various websites we plan on offering the option to join our mailing list. This will give our customers the opportunity to view new products and special promotions. We plan on spending 10% of our total marketing budget and man-hours creating our email advertisements.

Affiliate Marketing: This is a great way to market if you have the demand and budget to support this channel. Currently I do not see enough incentive to utilize this channel.

Week 2 Business Plan

Objective: Our main objective is to increase sales

Goals: Sell t-shirts in bundles.

by selling limited edition t-shirt bundles we will increase sales.

KPI = Number of bundled shirts sold.

Target = Breaking even. This will help promote my brand.

I believe by doing these steps it will increase sales.

The KPI would change in order to keep our company striving to better ourselves. Raising the bar little by little can assure we all have a similar goal and objective.

5 websites

http://www.youtube.com/ (entertainment)

http://www.myspace.com/ (to listen to new music)

http://www.facebook.com/ (social aspect)

http://en.wikipedia.org/wiki/Main_Page (fast information)

http://dontevenreply.com/ (humor)

Goals

I would like to have fans and consumers sign up in my emailing list to let them know about special offers. I believe this would allow me to keep in touch and offer special deals to individuals who like my product(s).

Another goal is to have an established "street team" so they could help spread the word of my products and specials.

Viral

Here is a viral video that a T-Shirt company has used to help promote their products.

They sell T-Shirts @ http://davidafterdentist.com/

Homework!

http://www.threadless.com/

http://www.twloha.com/

http://www.igniteapparel.com/

Vale Dolor is a t-shirt company that donates a percentage of its revenue to non-profit organizations. We will be making money through sales of t-shirts, sold from our online websites. The customers will have an option to pick which non-profit organization they would like to donate towards. We will be outsourcing our t-shirts manufacturing through Jakprints based out of Cleveland Ohio. The consumer will be in charge of paying shipping cost of their orders.

Some of the trends I see in the foreseen future are:

More and more people are feeling personally responsible for changing the world for the better. I believe this is the future trend of Americans and also inidividuals from around the world. As stated on USA Today, “61% of 13- to 25-year-olds feel personally responsible for making a difference in the world” http://www.usatoday.com/news/nation/2006-10-23-gen-next-cover_x.htm

I also believe the future holds more people to trying to find convenient ways to shop. As we can see in today’s market, more and more people are buying things from the comfort of their homes via, phones, and the Internet.

As far as marketing is involved through research I have found that social media, mobile, and less intrusive means of advertisements would be best. http://adage.com/digitalnext/article?article_id=141219

The three competitors I have found are To Write Love On Her Arms, Threadless, and Ignite Apparel. All three competitors are using social media sites to help advertise and keep in touch with customers such as Myspace, Twitter, and Facebook. They all rely heavily on online sales through their various distribution chains such as personal websites, Hot Topic, Ebay, Amazon, and Zambooie. To Write Love On Her Arms and Threadless both use YouTube accounts to keep customers informed on their business structure and advertisements of new designs and concepts. Ignite Apparel and To Write Love On Her Arms both heavily rely on banner advertisements. Not pay per click banner advertisements but copy and paste banner advertisements. This is a great cheap way to get fans to spread the word of their brands by pasting HTML on their personal webpage’s.

Marketing

Vale Dolor will market to the conscious individuals in the United States wanting to make a difference, including:

1. People involved in non-profit organizations. (e.g. churches, charities and foundations)

2. People consciously wanting to help others. (e.g. high school students, college students and adults)

3. Trendy individuals. (e.g. bands, skaters and leaders)

We will be targeting students 18-25

http://www.slideshare.net/mocanas2/advertising-creative-strategy-presentation

Mostly Females from the ages of 13-34

http://www.quantcast.com/twloha.com/demographics

Competitors

Competitors:
http://www.threadless.com/
http://www.twloha.com/
http://www.igniteapparel.com/