Bee Paper Digital Marketing Strategy Presentation

Bee Paper Company

Digital Marketing StrategyAudit and Proposals

Prepared by Chris RobischPresented April 2016

The following PowerPoint presentation was prepared to answer a need for a complete digital marketing strategy for Bee Paper Company. Bee has an outdated website and a few social media channels in existence. However, no strategy had ever been developed or considered. Furthermore, none of these digital properties is being maintained.

The company requested a concerted effort to accurately brand the company and launch an effective all-out digital marketing strategy. The following is that strategy in presentation form.

All sensitive proprietary information, such as revenue targets, have been blacked out to protect the privacy of this privately-held company.

Chris Robisch307.349.1814 (c)[email protected]/in/bchrisrobisch

http://www.linkedin.com/in/bchrisrobisch

Table of Contents• What and Who is Bee Paper Company?

– What we do, our focus, and our brand• Our Target Audience• Our Objectives

– Overall Business and Marketing• How Do We Compare?• Do Opportunities Exist? • So Now What? Our Plan

– Concepts, Platforms, Tools and Resources

Bee Paper – Digital Marketing Strategy

What is Bee?What We Do…• Founded after World War II by George Bielefeldt• Strong attention to product quality has always been there• Since C2F’s 2002 acquisition:

– Refined product lines to focus on fine art papers– Expanded market reach from Northeast US to all of North America

• Our Primary Mission is (and always has been) to: – Provide fine artists with a consistent supply of unique artist papers

• No compromises on quality; quality is job #1• Remain focused on, and stay true to, the fine art market


Who is Bee?Who We Are…• Bee Paper is firmly focused on integrity, high-quality products and

service• Friendly and Caring Supporter of the fine artist• Responsive and Adaptable• Unique, specialized products and service• Inspire Creativity;

– Inspiring artists and creativity internally and externally• Dedicated to Excellence• Committed to Unwavering Quality


Who is Bee?Our Brand

• Our Brand Promise: Quality• Our Brand Behavior: Inspiration• Our Brand Practice: Creativity


This is who we are,what we will build the Bee Paper Marketing program with,

and how the Company will execute and achieve

Our Target Audience

• Fine artists who possess medium to advanced/professional skill levels– Drawing, sketching, watercolor, mixed media, printmaking

• Our Primary Consumer Personas:– Male and Female Pros (Aka “Riley Pastel”)– Female Amateurs, ages 50-69 (aka “Betty Watercolor”)– Female Amateurs, ages 30-49 (aka “Jessica Pencil”)

• Primary Personas represent 69% of entire consumer market


Our Target AudienceKey Target Audience Takeaways• They value quality above all else, price second• They are digital media savvy, including mobile• Like most consumers, they want a convenient shopping experience

(fewest trips, stops, clicks, etc.)

• They are intelligent, practical, appreciate order and do not like clutter

• They love to explore and learn; absorb large amounts of info/instructional content

• They are caring, put others first, and appreciate community• They expect integrity and seek strong relationships (with brands too)


ObjectivesOverall Business• Increase sales revenue, YOY, by at least 10% but 20% is the target

– 2015 Actual of $1.327M and 2016 Forecast of $1.593M (w/o DM)

– 2016 Goal of $1.626M (with 8/1/16 DM launch)

– 2017 Goal of $1.951M (with 8/1/16 DM launch)

• Increase market penetration into urban/suburban markets of US• Increase market penetration into the southeastern US

Marketing• Accurately portray and communicate the Brand


ObjectivesMarketing (continued)

• Implement metrics for website and social media activities to measure reach, engagement, lead generation to retailers, etc.

• Increase online presence of Bee Paper to:– Increase website art consumer visitation; push traffic to retailers/e-retailers– Increase brand awareness– Increase artist community participation

• Become a trusted expert and thought-leader in the artist community• Become an influential, fine art paper company that is respected by

retailers (we’re not ignoring B2B)


How Do We Compare?Bee’s Online Visual Presence

How Do We Compare?Online Visual Presence for Canson

How Do We Compare?Online Visual Presence for Strathmore

How Do We Compare?Online Visual Presence for Borden & Riley

How Do We Compare?

Active Social Channels

Social Perceptions• Website is outdated and lacks any

content beyond basic product info• Blog does not exist• Consistent Branding• Very infrequent posting & low

engagement• Needs engaging content everywhere• Needs to add social media channels

Social Media Score5 of 30; 17%

SEO Perceptions• Site Map and Navigation Fixes

Needed• eMarketing Fixes needed• Site Rank: 6,562,133


Social Perceptions• Website has good branding, product

info, content about artists and techniques, BUT is not best design for mobile nor UX-friendly; cluttered

• Strong Blog; good frequency but content focus could be better

• Good w/ Facebook and YouTube• Missing opportunities w/ Twitter and

LinkedIn• Needs to increase post frequency and

content focus• Comes across as self-absorbed and

promotes itself too much across all digital channels.

• Does not understand target audience or how to communicate w/ audience effectively


SEO Perceptions• Meta and Alt Tag Needed• Site Map and Navigation Fixes Needed• Website lacks some key SEO-oriented

requirements• Global Site Rank: 493,097


Social Perceptions• Website has good structure, user-

friendly with good product info, but lacks engaging content

• Blog does not exist• Very consistent, strong brand imagery• Infrequent posting & low engagement• Engaging content needed everywhere • Needs to increase post frequency across

all social media channels• Missing opportunities w/ LinkedIn,

Twitter and YouTube• YouTube not set-up for English-speaking

markets, despite large video library. Big Miss.


SEO Perceptions• Alt Tags Needed• Site Map and Navigation Fixes Needed• Emarketing Elements Must be Improved• Global Site Rank: 783,250

“Active” Social Channels

Social Perceptions• Website – not on brand or professional

and lacks proper content; replace• Blog does not exist• Poor brand imagery/messaging• Not active; missing the opportunities• Engaging content needed everywhere• LinkedIn, YouTube, Twitter profiles

needed• Realignment of Channels necessary• Strategy, focus and effort needed


SEO Perceptions• Meta and Alt Tag Needed• Site Functionality and Navigation Fixes Needed• Emarketing Elements Needed• Global Site Rank: 6,379,931


Opportunities DO Exist!Branding – The Horse that Pulls the Cart

a. Consistency and Frequency could be improvedi. All channels (web, social, e-mail, and non-digital)ii. Opportunity for a strong brand image to emerge

Imagery – One Difference-maker

a. Interactive imagery neededb. Too much non-branded imageryc. Video holes

Blog, Blog, Blog!a. Only Strathmore is doing; we can move up fast with this


Opportunities DO Exist!Website – We Can Gain on (and pass) the competition

a. Layout and Appearanceb. Keyword-optimization missing and Search is waiting for us to winc. Navigation is not up to pard. Content w/o Strategy – UX Design, Sales Funnel factors missing

Content Gaps Left Open – Consumers are waiting, waiting, and…

a. Content Strategy is lacking: No Buyer Journey stuff??? b. It’s about the Customer - PERIODc. Educate/Inform/Entertain -> Target = Value Increase d. Branding (messaging) and some subjects appear to be forgotten/ignored


Opportunities DO Exist!Social Media: Their Loss, Our Gain

a. LinkedIn is largely ignored by competitionb. Canson is ignoring English-speaking market via YouTubec. Twitter best practices are being missedd. SM Monopoly is Strathmore

i. Monopolies leave consumers wanting other choices

LOW Engagement with Thought Leaders Consistency Across Channels is Lacking Lack of understanding of Target Audience (Buyer Personas)We Can Shake Things Up


Our Plan

Digital Marketing will move us towards:• An Integrated Marketing approach

– Web, Social, Blog, other online tools– Non-digital, or traditional, will be appropriately aligned

• A two-way communication method (vs. traditional broadcast approach)– We will not speak to the audience, we will speak with the audience and allow the audience to

have a voice

• User-focused or consumer-focused approach – Vs. old-fashioned product-first/product-only approach to content


Digital Marketing Strategy

Social Media Marketing

Paid Social Media

SEO

SEM (Search Engine Marketing)

Artists’ ForumsReview Sites

Blogs

E-Mail Marketing

Customer Retention

Website

Direct Impact, InherentIndirect ImpactImpact is Influential Bee Paper – Digital Marketing Strategy

Our Plan

Inbound

Flow-Through

Lead Generation

Our Plan


Inbound Flow-Through Lead Generation

Social MediaSearch

Paid SocialSEM

E-MailOnline

Retailers

Retail Stores

AwarenessInterest

ConsiderationIntent

EvaluationPurchase

SEO

Content

UX Design

Our Plan• Refine the Brand

• Website Renovation

• SEO/Keyword Development

• Strategic Goals Alignment

• Social Media

• Analytics Development


Our PlanImplementation involves:Key Messages and Offers

Social Media Channels to Deliver

Engaging Industry and Market Influencers

Proposed Team Members and Collaboration

Measurements of Success

SEM Development

Paid Social DevelopmentBee Paper – Digital Marketing Strategy

Our PlanRefine the Brand • Update Logo

– Update Typeface that fits with Brand (similar to C2F choice)

– Replace hornet with a bee that is on brand and unique • Publish Brand Guide

– Linguistics, Visuals, Messages• Update Image Library

– More product images needed– Interactive imagery needed– Brand everything; add logo to all

• Distribute Images Across All Channels• Ensure Branding/Logo Shown Everywhere


Our PlanRefine the Brand (continued)

• Apply to all channels; Digital and Non-Digital:– Consistency and Frequency are Key– Consistent Graphics / Colors / “Feel” Across All Online Channels– Consistent Layout and Functionality Across All Online Channels– Website and Social Media Profiles to Match– Other: Email signatures, non-digital (eventually)


Our PlanWebsite Renovation• Create Site Organizational Chart• Simplify pages, add site depth, user-focused• Incorporate Updated Branding (visuals, art, etc.)• Ensure Brand Strategy and SEO Objectives Met

– Breadcrumb Navigation– Keyword-aided links– Sitemap and Robot.txt files– Content Strategy (CORE, UX, Funnel)

• Insert Landing Pages for SEM & Paid Social use, when appropriate


Our PlanSEO/Keyword Development• SEO Audit and Identify Keywords• Insert Keywords into Website Structure

– Appropriate Title and Description for each page– Meta Tag for all pages– Alt Tags for Images/Graphics– Proper Link Creation

• Utilize Keywords throughout all Online Content – Website, Blog, Social, SEM, Paid Social


Strategic Goals AlignmentBrand Identity Awareness Awareness Awareness Community Internal Readiness

Establish Consistent PersonalityIncrease awareness of Bee Paper as

a creative and unique companyIncrease awareness of Bee Paper's

high-quality fine art papersIncrease awareness of Bee Paper as

a supporter of the fine artist

Entice consumers and visitors to website and SM to inform, educate

and engage

Create effective processes for consistent and efficient deployment

and maintenanceEstablish Consistent Message through specific social media channels Establish relevance in Target Audience Establish relevance with Target Audience Establish relevance with Target Audience

Publish content to educate and inform prior and during decision-making process Evaluate existing channels for effectiveness

Publish consistent brand imagery, messaging, positioning, and content assets

+ Publish relevant, informative, and entertaining content. Also, when and where appropriate, answer the question of "what's in it for me?".



Publish content that (i ) uses stories to connect to the Target Audience emotionally, (i i ) provides or fosters social proof, or (i i i) associates Bee Paper with art industry leaders or authority figures.

Evaluate content for effectiveness and appeal

Align with artists, industry and thought leaders with local, regional and/or national reach

+ Align with thought-leaders reaching this demographic + Align with thought-leaders + Align with thought-leaders

Create and enter conversations that are relevant to Target Audience and Thought-Leaders

Create scheduling (content, Blog, photo/video, etc), templates, policies, procedures for all social media assets

+ Engage with this demographic + Engage with this demographic + Engage with this demographic

Listen, respond and engage in a timely manner; identify trends, sentiment, response, and conversations

Integration with website and lead generation tools

Establish relevance with artists through industry forums, channels and thought-leaders

Consistently communicate value proposition: highest quality papers for the discerning artist

Consistently communicate value proposition: highest quality papers for the discerning artist Unity and motivation for the team

Audience Audience Audience Audience Audience AudienceArt consumers as defined in Company's Buyer Personas documentation

Art consumers as defined in Company's Buyer Personas documentation



Art consumers as defined in Company's Buyer Personas documentation Executive Management

Artist Organizations Artist Organizations and Forums Artist Organizations Artist Organizations Artist Organizations Sales

Reviewers/Thought-Leaders Reviewers/Thought-Leaders Reviewers/Thought-Leaders Reviewers/Thought-Leaders Reviewers/Thought-Leaders PurchasingRetailers Retai lers Retailers Retai lers Marketing

Benefits Benefits Benefits Benefits Benefits Benefits

Resolves inconsistent messaging that exists Establish Bee Paper as a fine art paper expert

Establish Bee Paper as a fine art paper expert

Establish Bee Paper as a fine art paper expert

Establish Bee Paper as a consumer resource and thought leader

Improves infrastructure to support ongoing social media efforts

Creates recognizable and memorable brand and products

Establish Bee Paper as a unique, responsive and adaptable company

Establish Bee Paper as one who is committed to unwavering quality

Establish Bee Paper as a friendly, caring supporter of fine artists Create two-way dialogue

Establish proactive and consistent approach to social media assets and activities

Projects Bee Paper as a viable and valued choice to artists Increase traffi c to Bee Paper website Increase traffi c to Bee Paper website Increase traffi c to Bee Paper website Increase visibility online Establish key metrics to measure SM success

Provides clear, consistent parameters to Bee Paper management and staff

Increase Target Audience awareness and mindshare



Established consumer engagement at multiple points in purchase li fecycle

Create systems of timely and relevant response; boost external support of art consumers and internal customer service

Enter consideration set of Target Audience Enter consideration set of Target Audience Enter consideration set of Target AudienceIncrease consumer feedback and gain insights to consumer needs

Develop social media system about Bee Paper to project a cohesive brand, develop our community and increase awareness creating increased leads for both visitation and retailers

Our PlanAnalytics DevelopmentBuild Monthly KPIs Reports for Website and Social Media

– Initial/Baseline Report(s) prior to launch of website and SM• Build Google Analytics Dashboard for Website• Insert other Social Media Reporting Source Data post launch


Our PlanImplementation…

Key Messages and Offers Development

Develop Touchpoint Matrix for Channel Optimization and Engagement– Attach to each key message: Content Topic, Online Location, Offers, Keywords,

Thought Leaders

• Determine Key Messages for Social Media and Blog– List topics based on SEO, Brand, Audience, Channel using Touchpoint Matrix

and Industry & Market Influencer Strategy Table



Channels to Deliver – Social Media• Initial/Phase One:

• Phase Two:

• Other: Email, Social Media News Release

Touchpoint Matrix – Helps Us to Manage Social


Social Media Touchpoint MatrixWebsite Blog Twitter Facebook Linkedin Google+ Pinterest YouTube Instagram Email SMNR

FREQUENCY Quarterly 4-6x/Month 2-4x/day 1-3x/day 2-3x/week 1x/day Post as available Post as available Post as available 2-4x/month Post as availablePRIORITY High High High High High Medium Medium Medium Medium Low Low

EXECUTIVE MANAGEMENT Management Review & Support

Strategic GoalsManagement Review & Support Strategic Goals

Management Review & Support Strategic Goals



-Management Review & Support Strategic Goals





Engage, promote, provide feedback Management Peer Review

Twice weekly tweets promoting calls to action, re-

tweets of industry-related tweets and influencers

Monitor, Like/Comment, and Engage

Ensure individual profile is up-to-date and complete;

Follow CompanyCircle Company page & Support updates/posts

Management Peer Review






Contribute Content Ideas or basic text when requested

and appropriatePromote all blog posts using

#BeePaper hashtagManagement Peer

Review

Join relevant groups, link to relevant artists, retailers and art supplies industry

experts and contacts

- - - - - -

-Identify Content contributors

Regularly promote Bee Paper's successes and influences

-Ensure employees maintain profile, link to contacts, and

follow Bee- - - - - -

- -Respond to all mentions, re-

tweets, thank users for sharing, and Engage

-Weekly updates to Profile promoting calls to action;

monitor and engage- - - - - -

Map out fresh website content: strategy, structure, CORE, UX, relevant links, calls to action,

support strategic goalsIdentify Content contributors

(external and internal)Daily tweets promoting calls to

actionDaily posts of art-related

information

Ensure individual profile is up-to-date and complete;

Follow Company Circle company pageManagement Peer

ReviewManagement Peer




Review

Content audit of website: identify relevant content

Create Editorial Calendar and solicit blog posts from SMEs

(external and internal)Re-tweet industry-related

tweets3-4x/ week posts of

instructional content

Build Company profile and maintain, ensure blog feed

is added to profile

Daily updates cross promoting blog and

Twitter contentMap out new image

creationMap out new video

creationMap out new image

creation

Email to consumer and mailing lists with link to

blog posts and news about company, social

media


press releases and SMNR

Brand/Image Audit; identify relevant content

Create content that aligns with Strategic Goals Identify influencers

Post questions to initiate conversations

Join relevant groups, link to relevant artists, retailers and art supplies industry

experts and contacts

Update as appropriate for events, product releases

or special information/news

Identify relevant image content & resources for

image content production

Identify relevant video content & resources for

video content production

Identify relevant image content & resources for

image content production


new product releases

Email to Retailers and C2F Customer mailing lists

with link to press releases and SMNR

Create editorial/content calendar that aligns with content channels

for syndication Edit content draftsPromote all blog posts using

#BeePaper hashtag

Post as appropriate for product releases, blog

posts, art-related events

Ensure employees maintain profile, link to contacts, and

follow BeeUpdate and maintain

page and circle

Lead Image Production, Identify relevant images

& resources for image production Lead Video Production

Lead Image Production, Identify relevant images

& resources for image production

Email to consumers with link to news about

instructional, educational and projects

Production, editing and distribution

Engage, promote, provide feedback Post blog to LinkedIn

Regularly promote Bee Paper's successes and influences

Link to Twitter Feed, manage profile

Weekly updates to Profile promoting calls to action, post thought-leadership

articles

-

Optimize image with keyword rich title,

descriptions and relevant tags

Optimize video with keyword rich title,

keywords, descriptions and relevant tags

Optimize image with keyword rich title,

descriptions and relevant tags

Content mapping & creation, editing and

distribution

-


-Respond to all mentions, re-

tweets, thank users for sharing; Monitor and Engage Monitor and Engage Monitor and engage

-

Post image when available, cross promote

blog, Twitter and Facebook

Post video when available, cross promote


Post image when available, cross promote


Provide feedback for testimonials

-

Touch Strategy Notes

- Invite Guest bloggers from Industry Influencers

Add images to at least 25% of tweets, add video when

avaialable

Add images to at least 50% of posts, add video

when availableAdd images to at least 50%

of posts- - - - - -

Listening Strategy Monitor Daily for feedback Monitor daily for feedback24/7 monitoring for priority

keywords and hashtagsDaily monitoring for

feedback, likes

Monitor daily for relevant comments and conversations

Monitor for relevant conversations, begin to

circle influencersMonitor weekly for

commentsMonitor weekly for

commentsMonitor weekly for

commentsMonitor incoming for

feedbackMonitor weekly for

feedback

Engagement Strategy

Create appropriate options on landing pages; always consider

Content Strategy and Sales Funnel

Identify guest bloggers, respond to comments

Replying and re-tweeting to all relevant tweets

Replying and thanking for all relevant items

Cross promote via blog, twitter, facebook, website

Comment on relevant conversation threads

Cross promote via Twitter calls to action, blog posts,

Facebook


Facebook


Facebook

- -

SALES INSIDE SALES PURCHASING (applies to each)

MARKETING

AUDIENCE / CHANNEL

Industry and Market Influencer Engagement StrategyTarget Audience Category Message Priority Thought Leaders Bee Paper SMEs Engagement Tactics

Art Supplies ReviewersShow distinct differences and benefits of Bee's papers List To Be Developed Purchasing

Personal engagement - offer guest blog posts

Discuss appropriate uses of Bee's papers SalesPersonal engagement - direct message when appropriate and:

Discuss value proposition

Comment when appropriate and tie back to relevant info on Bee Paper web assets

Re-tweet important tweets, like important posts on active SM channelsLink to on LinkedIn and other SM

Artists (Bloggers, Writers)Show distinct differences and benefits of Bee's papers List To Be Developed Purchasing

Personal engagement - offer guest blog posts

Discuss appropriate uses of Bee's papers SalesPersonal engagement - direct message when appropriate and:

Discuss value proposition



Art Industry Professionals Discuss appropriate uses of Bee's papers List To Be Developed SalesPersonal engagement - offer guest blog posts

(Bloggers, Writers)Show results of using Bee Paper; artists in community settings Marketing

Personal engagement - direct message when appropriate and:




Our Proposed Teams• Social Web Action Team

– Purchasing, Sales, Marketing• Subject Matter Experts

– Key for Blog, Social Media Engagement, Finalizing Keyword Use• Content Creation Partners; visual and written assets

– Marketing to lead through mapping, direction and editing and media placement– Internal SMEs to provide expertise and language help– Graphic Design to create visual assets to meet strategies

• Management team will review monthly Social Media, Website, SEM and Paid Social Reporting



Measurements

• Monthly Reports

• Sources: Klout, SocialMention, Twitalyzer, SproutSocial, Google Analytics, and others



SEM and Paid Social Development (when appropriate)

• Utilize Keyword Audit and Budget for Google Campaign

• Build Google Ads, Display Ads, and Landing Pages

• Branding will be initial focus (six months)

• Can be very targeted for a multitude of purposes

• SEM and Paid Social is best used initially, then targeted purpose; not best for long-term sustained 24/7/365 use– Incorporate any Special Campaigns and Events (when appropriate)


Final Notes

• First SWAT Meeting will be scheduled soon– Website Renovation: wish lists, site org chart

• Social Media – non-marketing department interaction with consumers will occur gradually

• Marketing will work with management and staff, as needed, to help optimize individual SM profiles and provide usage tips


Appendix1. Target Audience/Buyer Persona Information2. Relevant Buyer Personas (3)3. Competitive Audit Scoring Tables4. Key Performance Indicators (KPI) Report – for Website and Social Media activity

5. Thought Leader Index Template6. Social Media Content Calendar Template


Artist Consumers’ Buyer PersonasArtist Consumers Market Study Summary• File: company svr 3/Marketing SHARED/Artist Consumers Market Study Summary.pdf

• This file examines two surveys, from NAMTA and C2F, that focused on artists as consumers of art supplies. The surveys focused on demographics , background, interests, online behaviors and tendencies, personalities and psychological profiling, and other relevant information

Artist Consumers Buyer Personas Data• File: company svr 3/Marketing SHARED/Artist Consumers Buyer Personas – DATA.pdf

• This formatted spreadsheet file contains consolidated answers and data to all survey questions. Data has been arranged in eight defined Buyer Personas for all four proprietary brands

Artist Consumers Buyer Personas • File: company svr 3/Marketing SHARED/Artist Consumers’ Buyer Personas 4-19-2016.pdf

• Individual one-page Buyer Personas pertaining to Bee Paper.


Riley Pastel Demographics• Professional Artist• 30-69 Years Old• Lives near nature w/ access to culture• Upper middle to upper class income bracket• Spends $1,500/year on art supplies• Art includes painting, drawing, mixed media, 3D art• Future Art interests include fiber and digital art

Background• Career: Artistic and/or Entrepreneurial• College Educated• Independent, no children or children not part of daily life

What Can We Do to Help Riley?• Make it easy to find our high-quality fine art supplies,

with complete product details, full use descriptions, and complete list of applications

• Clearly show proof of product specifications through improved detailed imagery and use samples, proof of quality through peer reviews, a selection of products that meets their wide and varied needs, and informational content about uses and project ideas

Marketing MessageConsistent supply of quality and unique fine artist papers.

Elevator PitchWe give you an assortment of high-quality fine artist papers, with the product and use information you need to make the best decision, so that you are free to fully express your creativity to please yourself and delight your customers.

PersonalityLives in the moment and savors eachNeeds space and freedomVery aware of surroundingsStrong core value system; needs to serve it Very aware of people’s feelingsOften puts other’s feelings first; helperGood relationships with others is importantIndependent; doesn’t always follow the crowdSlightly slow to trust others (and brands)

Communication PreferencesComfortable with Digital; typical Mobile UserPeer-to-peer is big; user referrals preferredLikes to read; wants detailed informationEager to learn; always looking for new ideasPrefers info. delivered in friendly toneGets agitated with lack of good communicationRelies on word-of-mouth and stores for info.

Internet UsageUses search engines to research art suppliesActive on Facebook, Pinterest, YouTube, WetCanvas, DeviantArt, Artists’ Network and InstagramPretty active daily e-mail userVery comfortable purchasing products online

Buying Goals• Wants to use the best fine art products

available• Wants natural materials that clearly

functions well and easily• Wants to learn as much as possible about

the products and uses of• See new artistic ideas and concepts, and

how products can help achieve

Buying Challenges• It can be hard to find a good

selection of supplies• It’s hard to find supplies that match

the quality and use claims made by manufacturers

• Finding the right supplies is not as convenient as I would like

Common Objections• The product is not of the quality

and/or characteristics you led me to believe

• I have not heard enough people say good things about your products

• It is difficult to find a wide selection of your products in the stores near me

Moves at a slightly slower paceCreative, visual, energeticDoesn’t appear as serious as he/she isWill choose practical, functional features when choosing productsLikes storytelling (drama, humor)Being creative and enjoying nature are top two choices for everyday fun

Buying Behavior NotesProduct Quality is Top Consideration; price and materials used secondEqually comfortable buying online or at brick-and-mortar storeWill hold Brands accountable; does not trust easily/skeptical of Brands’ claimsDoes not want a big sales push in content

Artist Consumers’ Buyer Persona

Riley loves a good story, especially one that connects to his/her value system. Riley likes to keep learning, exploring the world and growing as a person. Riley enjoys traveling and seeing the natural world, often to create or see the creations of others. He/she knows what he/she wants if he/she feels educated on the subject.

Betty Watercolor Demographics• Amateur Artist• Female, 50-69 Years Old• Lives in an urban area• Middle class income bracket• Spends $750/year on art supplies• Art includes painting, drawing, mixed media, books,

journals, and cards• Future Art interests include watercolor, handmade books,

functional art, 3D art and wall art

Background• Career: Clerical, Medical, Teacher, or Management• College Educated• Family is important but none of her children live at home

What Can We Do to Help Betty?• Make it easy to find (all navigation) our high-quality fine

art supplies, with complete product details, full use descriptions, and complete list of applications

• Show proof of product specifications through detailed imagery and use samples, a selection of products that meets her wide and varied needs, and informational content about uses and project ideas. Clearly identify online and brick-and-mortar retailer options.

Marketing MessageConsistent supply of high-quality and unique fine artist

papers from a supportive company.

Elevator PitchWe give you an assortment of high-quality fine artist papers, with the product and use information you need to make the best decision, so that you are free to fully enjoy your art.

PersonalityLives in the moment and savors eachNeeds space and freedomOrganized, enjoys creating and adhering to structure, order and a scheduleVery aware of surroundingsVery aware of people’s feelingsHelping others is huge; warm-hearted and sympatheticSkeptical at first, loyal once trust is earned

Communication PreferencesComfortable with Digital, including mobileGets most info. from stores or onlineAbsorbs lots of data; wants informationVery visual person; needs to see product usePrefers information delivered in and informational and friendly toneEasily frustrated with poor customer service or lack of empathy from others

Internet UsageSearch engines cited as top resource to research art suppliesActive on Facebook, Pinterest, YouTube, WetCanvas, DeviantArt, Pinterest and InstagramVery active E-mail and Facebook userModerately comfortable with e-commerce but likes store interaction

Buying Goals• Use the best art supplies available for the

price; get the best value w/o sacrificing quality

• Use an art supply brand I trust and can buy easily

• Pursue creativity at home and on vacation• Have enjoyable shopping experiences with

plenty available to me, w/o stuff in my way

Buying Challenges• Finding quality art supplies at a

reasonable price• Finding the right stores with a good

selection• It should be easier to find my

supplies; it’s inconvenient



• I don’t have enough information about your company or your products

• It is difficult to find a wide selection of your products in stores near me

Moves at a slightly slower paceFollows through on tasks; team playerPractical, down-to-earthStrong sense of space, function and aestheticsWill choose practical, functional and value features when choosing productsLikes storytelling (drama, humor) and staying informedExcellent memory for details

Betty loves a good story, especially one that teaches her something or documents an interesting topic. She likes to keep learning, exploring the world, socializing and staying fit. Betty enjoys leisurely travel, experiencing other cultures and outdoor sightseeing. Betty is a caring person and much of her self-satisfaction comes from interacting with people.

Buying Behavior NotesPrice and Value are her top concerns; selection and convenience are secondMost comfortable buying at stores but will buy online 35% of timeExpects quality and value from Brands; deliver and she is quite loyalGood customer service is vital; website navigation/buyer journey matter to her


Jessica Pencil Demographics• Amateur Artist• Female, 30-49 Years Old• Lives in an urban area• Middle to Upper Middle class income bracket• Spends $750/year on art supplies• Art includes painting, drawing, mixed media, books,

journals, and cards• Future Art interests include oil painting, acrylic painting,

functional art, watercolor and wall art

Background• Career: Clerical, Teacher, Management, or Parent• College Educated• Busy family life w/ children at home, approx. ages 6-18

What Can We Do to Help Jessica?• Make it easy to find our high-quality fine art supplies,

with complete product details, full use descriptions, and complete list of applications

• Make her experience easy and organized. Show proof of product specifications via detailed imagery and use samples, a selection that meets her varied needs, and informational content about uses and projects. Clearly identify online and brick-and-mortar retailer options.

Marketing MessageConsistent supply of high-quality fine artist papers from a

supportive company.

Elevator PitchWe give you an assortment of high-quality fine artist papers, with the product and use information you need to make the best decision, so that you are free to fully enjoy your art.

Buying Goals• Wants to use the best art products

available for the price; get the best value w/o sacrificing quality

• Find an art supply brand I can trust and can get easily

• I want a one-stop, convenient shopping experience with lots of good quality products available to choose from

Buying Challenges• It can be hard to find a good

selection of supplies• It’s hard to find supplies that match

the quality and use claims made by manufacturers

• Finding the right supplies is not as convenient as I would like



• I don’t have enough information about your company or your products

• It is difficult to find a wide selection of your products in stores near me


PersonalityLives in the moment and savors eachNeeds space and freedomOrganized, enjoys creating and adhering to structure, order and a scheduleVery aware of surroundingsVery aware of people’s feelingsCaring, helpful; warm-hearted & sympatheticSkeptical at first, very loyal once trust is earned

Communication PreferencesDigital, including mobile, is 2nd nature nowGets most info. from online sourcesWants a single source for info and buyingVery visual person; needs to see product usePrefers information delivered in and informational and friendly toneEasily frustrated with poor customer service or lack of empathy from others

Internet UsageSearch is a top resource to research art supplies, but review sites is #1Active on Facebook, Pinterest, YouTube, WetCanvas, DeviantArt, Pinterest and InstagramVery active Facebook userVery comfortable with e-commerceQuite Internet savvy

Moves at a slightly slower paceAlways follows through; team playerPractical, down-to-earth, values peaceStrong sense of space, function and aestheticsWill choose practical, functional and reliability when choosing productsKids can keep her busy at timesGreat memory for details if relevantLaughter is an important part of life

Jessica loves a good story that has a caring character, but loves comedy or a story that informs and/or educates. She likes to keep learning, exploring the world, socializing and staying fit. Jessica enjoys leisurely travel, the outdoors and adventure. Art and reading are present throughout Jessica’s life. Interacting with people and creativity are focuses for Jessica.

Buying Behavior NotesProduct Quality is her top concern but she is price consciousVery comfortable buying supplies online but prefers to supplies at a storeSeeks quality and value from Brands; deliver and she is extremely loyalGood customer service is vital; website navigation/buyer journey matter to her

Competitive Audit ScoringSocial Media Scoring Summary

Each category is rated on a 0-5 scale (subjective)


SEO Scoring SummarySeventeen yes/no categories valued at one point each

SEO Audit

Template Code Elements Bee Paper Canson Strathmore Borden & Riley

Keyword-Optimized Title Tag N N N Y

Keyword-Optimized META Description Tag N N Y Y

Keyword-Optimized ALT Image Tags N N N N

Site Navigation ElementsHTML Page Bottom Text Navigation N N N NBreadcrumb Navigation N Y Y YCustom 404 Error Page Y Y N N

Optimized Anchor Text (in links)Yes, but can

improve Y Y YSite Map N N Y Y

Site FunctionalityXML Sitemap N N N NRobot.txt file Y Y Y N

eMarketing ComponentsBlog or RSS Feeds N N Y NSocial sharing buttons in template Y Y Y YLinks to social media profiles N Y Y N

Competitive Audit Scoring



Competitive Audit ScoringFacebook Bee Paper Canson Strathmore Borden & Riley Twitter Bee Paper Canson Strathmore

Borden & Riley

Channel Presence 1 5 4 1 Channel Presence 0 3 3 0Quality Content 1 3 3 1 Quality Content 0 3 4 0Frequency 0 2 3 1 Frequency 0 1 2 0Calls to Action 0 0 2 1 Calls to Action 0 2 2 0Engagement 0 1 5 1 Engagement 0 2 2 0Reach 1 2 5 1 Reach 0 3 3 0

Totals 3 13 22 6 Totals 0 14 16 0

LinkedIn Bee Paper Canson Strathmore Borden & Riley Instagram Bee Paper Canson StrathmoreBorden &

RileyChannel Presence 0 3 3 0 Channel Presence 0 3 4 1Quality Content 0 0 0 0 Quality Content 0 1 3 0Frequency 0 0 0 0 Frequency 0 3 4 0Calls to Action 0 0 0 0 Calls to Action 0 2 3 0Engagement 0 0 0 0 Engagement 0 3 5 0Reach 0 3 1 0 Reach 0 3 4 1

Totals 0 6 4 0 Totals 0 15 23 2

YouTube Bee Paper Canson Strathmore Borden & Riley Pinterest Bee Paper Canson StrathmoreBorden &


Totals 0 8 24 0 Totals 7 11 18 0


Competitive Audit ScoringGoogle+ Bee Paper Canson Strathmore Borden & RileyChannel Presence 1 2 2 0Quality Content 0 2 2 0Frequency 0 1 2 0Calls to Action 0 0 1 0Engagement 0 1 2 0Reach 1 1 1 0

Totals 2 7 10 0

Total Score Raw Bee Paper Canson Strathmore Borden & Riley Total Avg - All Channels Bee Paper Canson StrathmoreBorden &


Totals 12 74 117 8


Key Performance Indicator (KPI) ReportBEE PAPER KEY PERFORMANCE INDICATORS

SOURCE OBJECTIVE MEASUREMENTMEASUREMENT

PARAMETER(7/1 - 7/31/16)

BENCHMARK AUGUST 2016 Change % AUG 2016 AUG 2016 AUG 2016 COMMENTS:

WEBSITEGoogle Ana lytics Reach Total Unique Vis i tors One Month #DIV/0!Google Webmas ter Tools Reach New vs Returning Vis i tors One Month #DIV/0!Google Ana lytics Engagement Average Time on Si te One Month #DIV/0!Google Ana lytics Engagement Average Pages Viewed/Depth of Si te One Month

Google Ana lytics Convers ion Increas e in Emai l Sign-ups One Month #DIV/0!Note: More in-depth analysis provided via Google Dashboard reporting

FACEBOOK

Brand Facebook account Reach Total Page Likes / Fol lowers As of #DIV/0!

Brand Facebook account Engagement Cons umer Pos ts One Month #DIV/0!

Brand Facebook account Engagement Total Shares of Pos ts One Month #DIV/0!

Brand Facebook account Engagement Total Comments on Posts One Month #DIV/0!

Brand Facebook account Engagement Likes of Bee Paper's Pos ts One Month #DIV/0!

Brand Facebook account Engagement Shares of Bee Paper's Pos ts One Month #DIV/0!

Brand Facebook account Engagement Comments on Bee Paper's Posts One Month #DIV/0!

Bit.ly Convers ion Vis i tors that Fol lowed Brand Links One Month #DIV/0!

Competitors Competitor's Reach Strathmore - Tota l Page Likes / Fol lowers As of #DIV/0!

Competitors Competitor's Reach Cans on - Tota l Page Likes / Fol lowers As of #DIV/0!

Competitors Competitor's Reach Borden & Ri ley - Tota l Page Likes / Fol lowers As of #DIV/0!

TWITTER #DIV/0!

Brand Twitter account Reach Total Fol lowers As of #DIV/0!

Brand Twitter account Reach Outbound Tweets One Month #DIV/0!

Brand Twitter account Reach Outbound Retweets One Month #DIV/0!

Beat report Engagement Vis i tor Retweets One Month #DIV/0!

Beat report Engagement Vis i tor Likes of Tweets One Month #DIV/0!

Bit.ly Convers ion Vis i tors that Fol lowed Brand Links One Month #DIV/0!


Key Performance Indicator (KPI) ReportCompetitors Competi tor's Reach Strathmore - Tota l Fol lowers As of #DIV/0!

Competitors Competi tor's Reach Canson - Tota l Fol lowers As of #DIV/0!

Competitors Competi tor's Reach Borden & Ri ley - Tota l Fol lowers As of #DIV/0!

LINKEDIN

LinkedIN Reach Groups Joined By Bee Paper Page One Month #DIV/0!

Googl e Ana lytics Engagement Vi s i tors that Fol lowed Links to Webs i te One Month #DIV/0!

BLOG

Bl og ana lytics Reach Tota l Bl og Views One Month #DIV/0!

Bl og Reach Qua ntity of Bl og Posts One Month #DIV/0!

Bl og Engagement Vi s i tor Comments One Month #DIV/0!

Bea t report Reach Mentions on Infl uencer Blogs One Month #DIV/0!

GOOGLE+

Googl e+ Reach Tota l Fol l owers As of #DIV/0!

Googl e+ Reach Qua ntity of Vi ews One Month #DIV/0!

Googl e+ Engagement "+1's" or Likes on Pos ts One Month #DIV/0!

Googl e+ Engagement Vi s i tor Comments on Pos ts One Month #DIV/0!

Googl e+ Engagement Vi s i tor Shares on Pos ts One Month #DIV/0!

Competitors Competi tor's Reach Strathmore - Tota l Fol lowers As of #DIV/0!

Competitors Competi tor's Reach Canson - Tota l Fol lowers As of #DIV/0!

Competitors Competi tor's Reach Borden & Ri ley - Tota l Fol lowers As of #DIV/0!

PINTEREST

Pinterest Reach Total Followers As of #DIV/0!

Pinterest Reach Total Pins As of #DIV/0!

Pinterest Reach Average Monthly Viewers One Month #DIV/0!

Pinterest Engagement Average Monthly Engaged Viewers One Month #DIV/0!


Key Performance Indicator (KPI) ReportCompetitors Competitor's Reach Strathmore - Tota l Fol lowers As of #DIV/0!

Competitors Competitor's Reach Cans on - Tota l Fol lowers As of #DIV/0!

Competitors Competitor's Reach Borden & Ri ley - Total Fol lowers As of #DIV/0!

INSTAGRAM

Instagram Reach Total Fol lowers As of #DIV/0!

Instagram Reach Posts One Month #DIV/0!

Instagram Reach Total Fol lowing As of #DIV/0!

Instagram Engagement Visitor Likes of Posts One Month #DIV/0!

Competitors Competitor's Reach Strathmore - Tota l Fol lowers As of #DIV/0!



YOUTUBE

YouTube Rea ch Total Views of Content One Month #DIV/0!

YouTube Rea ch Total Page Vi s i ts As of #DIV/0!

YouTube Engagement Total Comments One Month #DIV/0!

YouTube Engagement Ratio: Comments that Positive: Neutral: Negative As of #DIV/0!

Competitors Competitor's Reach Strathmore - Tota l Fol lowers As of #DIV/0!



Thought Leader Index Template


Thought Leader CategoryThought Leader

Name Klout Score BlogPost

Frequency

Qty of Posts in Past 12 Months

Average Shares per

Post Twitter HandleTwitter

Followers LinkedIn ProfileQty of

Connections LinkedIn Groups Point-of-View / Subject Matter Expert

Artist and Art Writer Katherine Tyrrell 49

makingamark.blogspot.co.uk, makingamark.blogspot.com, art-landscape.blogspot.com Weekly 133 5.8 @botanicartists 71 https://uk.linkedin.com/in/katherinetyrrell126

Museum & Art Galleries, Art Marketing, eMarketing Association

Katherine Tyrrell writes about botanical art and artists and has followers all over the world.

Artist, Teacher, Author Diana Trout Not Avail. http://dianatrout.typepad.com/ Weekly 80 18.8 @DianaTrout 1,240 https://www.linkedin.com/in/diana-trout-889b5310111Arts & Crafts Professionals, Fiber Art Now

Diana Trout trained as a painter at Pennsylvania Academy of the Fine Arts. Trout exhibits her mixed media artwork at galleries and shows. She has been teaching journaling, bookarts and mixed media art since 1993 at various local and national venues. Her artwork and articles have appeared in national magazines and art zines. Trout’s book, Journal Spilling, Mixed Media Techniques for Free Expression is currently available.

Art Critic, Journalist Benjamin Sutton Not Avail.http://hyperallergic.com/author/benjamin-sutton/ Weekly 139 115.6 @bhsutton 10,200 Not Found

Benjamin Sutton is an art critic, journalist, and curator who lives in Park Slope, Brooklyn. His articles on public art, artist documentaries, the tedium of art fairs, James Franco's obsession with Cindy Sherman, and other divisive issues have also appeared in The L Magazine , Modern Painters , Art+Auction , artnet News, BKLYNR, and Brooklyn Magazine . He has curated exhibitions at the Lower East Side Printshop, Field Projects, the Spring Break Art Show, and the Gowanus Loft. He is on Twitter, Tumblr, and Instagram.

Author, Curator, Art Rep Lori Zimmer 47art-nerd.com, inhabitat.com, inhabitots.com Daily 248 203.6 @LoriZimmer 2,936 https://www.linkedin.com/in/lori-zimmer-951a7017500+

Fine Art USA Jobs, Art Collecting Network, ART Professionals Worldwide

Creator of Art Nerd New York, author of The Art of Cardboard (out 7/15/15). Curator, consultant and artist rep.

Blog Info Twitter Info LinkedIn Info

Social Media Content Calendar TemplatePUBLISH

DATE TOPIC/TITLE CONTENT/MESSAGE KEYWORDS TARGET PERSONA(S) LINK HASH TAG IMAGE? VIDEO? BLOG FACEBOOK TWITTER LINKEDIN GOOGLE+ PINTEREST INSTAGRAM YOUTUBE E-MAIL SMNRBRAND

IDENTITY

BRAND AWARENESS

Unique

BRAND AWARENESS Quality Papers

BRAND AWARENESS Artist Supporter CAMPAIGN NAME NOTES

8.1.16

Qua li ty Watercolor paper

Us ing the fi nest formula in the industry, we produce the best a rtist-friendly pa per in the universe

Bee Paper, watercolor, watercolor paper, paper. Pa inting, pa int, profess ional watercolor paper Pol ly Pa inter http://bit.ly/G7KHKO #beepaper

P CP CP CP 1 1

Social Media Channels Strategic Goals

Com

plet

e?

"P" = post location, "CP" = cross-promote

Bee Paper Digital Marketing Strategy Presentation

Marketing

Transcript of Bee Paper Digital Marketing Strategy Presentation