Social Media Management with XMPIE

Hawaiian Waters is a make-shift swim wear company that is operated by me alongside my peers, Yasmine Bernard, Vuong Nguyen, And Mariana Ruiz. Our goal was to create a swim wear brand that connected with our audience and create a company that would target specific markets and overcome challenges through content strategy. 

The first step of this project is to research and build background for the company, which will set the groundwork for future plans. Together my group and I defined the ecosystem, location, and market challenges of the company. We were challenged to think outside of a business mindset, and direct ourselves as marketing coordinators for the brand. We would have to consider that the company is new and arising after a world-wide pandemic, which left many people with a lack of travel opportunities. There is a market demand for swim wear since many people are eager to vacation or leave their house after the end of the pandemic. There is also consideration that Hawaiian Waters is a seemingly unreliable brand that is competing with large retailers, as it is a small business. As a result, we set an objective to make 10% profit from the initial cost invested, and used this as a guide to guide the rest of the marketing campaign. After establishing the goals of the company and creating a foundation and story for Hawaiian Waters, we began to define our key customer insights and target markets. We outlined that we were looking for target markets that shop at locations with affordable prices, value comfortable clothing, and are interested in an easy to navigate shopping experience. We sent out an on-line poll with 27 questions and received a total of 11 replies, which set the foundation for our target markets and their interests. Vanessa Gonzales is a 21 year old college student that is always updated on social media, is interested in trying new things, but is frustrated with spam e-mails. Tiffany Ngu is a 27 year old that is moderately tech savvy and enjoys brands like Aritzia and Zara. She dislikes having to buy tops and bottoms separate when shopping for swim wear. Jaheim Jackson is a 22 year old male that enjoys video games and sports. He enjoys to wear athletic-wear such as Nike and Adidas, and hates how men's swim wear can be too expensive. 

The project called for a database that housed variable data. I Once the target markets were defined and brought to life, we began planning a strategy to best reach our audience. We chose to create a marketing campaign that would heavily reply on social media marketing and web-searching. We decided to use the platforms Facebook, Twitter, Instagram, and TikTok since they have the highest likelihood of reaching people within the age-range of our target customers. The objective of using social media marketing is to streamline the on-line shopping experience for users that do not enjoy on-line shopping because it is too confusing or it is unappealing to them. By reaching consumers directly and selling within the social media app, the process is much more efficient and the likelihood someone purchases a product increases. After seven days from the user's first introduction to Hawaiian Waters, we plan to take advantage of direct mailing based on age and income. These methods of entry lead our market towards the website, where they have an option to create an account and receive updates through e-mail or text or make a purchase without needing an account. If a user choses to create an account and make a purchase, they will receive a Thank You Message and be sent messages with coupons and notices about big sales occasionally. If a user decides to make a purchase - without an account - they will be sent a Thank You e-mail and a Thank You coupon once. All of these messages will link the user back to Hawaiian Waters' social media accounts and their website. In order to fully customize the customer's experience with Hawaiian Waters, my team and I drafted mock-ups of e-mails that will be sent to the customer using XMPIE. These e-mail templates take advantage of Hawaiian Waters' brand identity, such as colors, text, and imagery, to create a cohesive look throughout the brand. Each e-mail is customized with the user's name, a unique image, a different banner, and a coupon that is sent after they decide to make a purchase. Yasmine, Vuong, Mariana and I created a posting calendar from the week of November 22, 2021 to November 28, 2021. This posting calendar featured posts at specific times and days on Facebook, Twitter, Instagram, and TikTok that will relay the brand's message and invite customers to Hawaiian Waters. Our goal was to create a distinguishable brand that can be seen across all of the platforms, and take advantage of trending sounds and designs to attract people to the campaign. We used relative hashtags for each platform in order to boost engagement and increase the odds of customers discovering Hawaiian Waters. 

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