I've included my final project. Please help me create a written form of a video pitch selling this marketing plan to iCracked. Be fun, creative and include the important information. I've attached the rubric indicating everything that needs to be included. It should be at least 5 minutes as if I were to read this pitch out loud to an audience.
Please let me know if you have any questions.
Running Head: ICRACKED FINAL MARKETING PLAN iCracked Final Marketing Plan ICRACKED FINAL MARKETING PLAN
iCracked is the world?s largest on-demand network for buying, fixing and troubleshooting
broken iOS and Android devices. Founded in 2010, iCracked employs over 2000 iTech?s that
meet clients at a public place of their choosing to fix their device on the spot in places such as a
coffee shop, the clients home, an office or a restaurant. Their headquarters in Redwood City,
California houses 71 full-time employees. I have chosen iCracked because I fix phone and tablet
screens in my spare time and would love to research the best ways to market myself. In the last 4
years, I have independently replaced over 400 phone and tablet screens and have oftentimes
thought about joining iCracked. In my opinion, iCracked is still a fairly small company, and has
the potential to grow substantially across the country, and maybe even internationally.
iCracked has several social media assets including:
Website: https://www.icracked.com/ ICRACKED FINAL MARKETING PLAN
Facebook: https://www.facebook.com/iCrackedUS/ ICRACKED FINAL MARKETING PLAN
Twitter: https://twitter.com/iCracked Instagram: https://www.instagram.com/icracked/ ICRACKED FINAL MARKETING PLAN Google Plus: https://plus.google.com/+Icracked Target Audience ICRACKED FINAL MARKETING PLAN
With respect to marketing, iCracked is going to have a very broad target audience. This is
due to the fact that virtually everyone seems to have a smart phone these days and cracking a
phone screen is also very common. As of 2016, the average age that a child receives a cell phone
is 10.3 years old (Donovan, 2016). Another important statistic to keep in mind is that 18-to-24
year old smart phone users are 16% more likely to shatter or crack their phone (Donovan, 2016).
The target audience for iCracked includes 16 to 45 year-old, middle class, males and females
living in the suburbs and urban communities who own a smartphone and/or tablet. The target
audience using iCracked belongs to the digital support community. Since iCracked is still in the
word-of-mouth and early social media marketing stages, the target audience belongs to several
social media assets. These include Facebook, Twitter, Snapchat, Google+, Pinterest and
Instagram. Customers are looking for technical support for their device and seek help from
iCracked to fix their product. The target audience uses twitter hashtags, Facebook groups,
message boards, and email communities. By belonging to these different support communities,
the audience can contact iCracked in several different ways including their Facebook Page,
#iCracked on Twitter, direct email or by commenting on anyone of their articles within their
iCracked uses several different ways to market their services, but like every other
company, they are not perfect. Their website is great, but their online presence around social
media could definitely improve. I have followed iCracked on Facebook for a while now and they
never seem to pop up on my newsfeed. Facebook Ads, promoting their business would help them
tremendously. People crack their phones every day, and most of them want their phones fixed
quickly. This leaves a small window of opportunity to grab a customer and convince them that ICRACKED FINAL MARKETING PLAN
iCracked is the best choice. Their Google+ page definitely needs some work and seems to be
their least used Social Media account. They only have about 2,000 followers and post on their
account less than once per month.
When it comes to the online discussion of electronics, especially fixing electronics, the
conversations can be negative and sometimes frustrating. To my surprise, throughout the
iCracked social media pages and web pages, the discussion is mainly positive. The iCracked
brand is highly talked about and has extremely positive reviews. Throughout my research, I have seen a lot of interaction between iCracked and their customers
on their social media pages. The representatives of the company are polite, knowledgeable and
seem to reply to just about every post and/or tweet on their pages. One thing I did notice is that ICRACKED FINAL MARKETING PLAN
the positive reviews are definitely more likely to get a public reply. It?s not to say that iCracked
doesn?t reach out to customers having issues privately, but there are a handful of cases that I have
seen (similar to the conversation below), where iCracked stops replying to the customer. iCracked does an amazing job reaching out to potential customers (rather they are friends with
them on social media or not), by tweeting or replying to a public post about someone breaking
their screen. With this method of marketing, it is such a smart way to find customers without them knowing
that they need your services.
Overall, iCracked does a great job dealing with customers and potential customers online ICRACKED FINAL MARKETING PLAN
with issues, questions and troubleshooting. Virtually every single comment and tweet publically
sent to any one of their social media pages has a friendly and informative reply. While the digital
conversation about any company or brand is going to be both positive and negative, iCracked
seems to have an extremely positive conversation surrounding them.
According to Alexa.com, the audience that visits iCracked is dominated by college
educated Caucasian males, who are 18-24 years old, with an income of $30K-$60K. With this
information, it is safe to say that the target audience is visiting the website and are interested in
the products and services that iCracked has to offer. While looking more into reviews on the iCracked Facebook Page
(www.facebook.com/icrackedUS), the average customers are both males and females between
25-35. Of the last 100 reviews given by customers that either bought a product or used services
provided by iCracked, 46 were left by male customers and 54 were left by female customers. In
regards to the iCracked Twitter Page (www.twitter.com/icracked), of the first 200 friends listed,
112 of them are males and 88 of the first 200 friends are females, with the average age being ICRACKED FINAL MARKETING PLAN
between 21 and 32. Based on all of this information and my research, I predict that the target
audience are the intended customers purchasing iCracked products and services.
Based on my analysis of consumer behavior and feedback, iCracked uses extremely
effective marketing initiatives, but there is always room to improve. To improve their Social
Media Presence, iCracked should incorporate other platforms. They do a great job of making
their presence known on both Facebook and Twitter, but by using other platforms more
meticulously, they could reach a much larger customer base. Instagram and Pinterest would
benefit the brand greatly. By posting videos and advertisements Pinterest especially, iCracked
could reach out to more of the older generation. Studies show that that older women use Pinterest
more than any other social media platform (Duggan, 2015).
As I dive more into the marketing world, I have learned that it is vital for a company to
listen to their customers. By using the digital conversations concerning their brand, iCracked can
prevent future problems and learn what their audience is looking for. While analyzing customer
reviews and conversations, I noticed that several customers had questions about the product
warranty?s. iCracked should use their product warranty as a marketing initiative and include it
within their advertisements. Also, while trying to bring traffic to the social media pages, small
giveaways are an extremely effective tactic. In my opinion, iCracked can gain several more
followers by asking current followers to share their page for a chance to win a free screen
replacement, for example.
I decided to participate in the user community of ?Tom?s Guide?. Tom?s Guide is a forum
for consumers to discuss the latest and greatest electronics and technology that is out there today. ICRACKED FINAL MARKETING PLAN
Forum topics include smartphone, smartwatches, drones, cameras, TV?s, headphones, sound
bars, and so much more. The subtopics are endless and include prices, troubleshooting, reviews,
best accessories, updates, applications, and numerous others. Along with the forum topics, Tom?s
guide also offers their own recommendations on different products, offers free downloads to the
latest products, and numerous technology based articles. Right now, Tom?s Guide is also offering
an interactive ?Holiday Shopping Guide? to help pick out the latest and greatest electronics for
their loved ones. The community on this forum is overall extremely friendly and ranges from
new users to experienced users of all products. The target audience includes male and female
English speaking individuals, who own electronics, and are between the ages of 18 and 45.
(Tom?s Guide, 2016)
The goal of the community forum is to help electronics users get the most out of their
products. Whether they are having a difficult time using their products, in the process of buying
an electronic device, comparing devices, looking for advice or have any questions about a
product, this is the perfect community to be a part of! Each discussion forum has their own rules
pinned at the top of each category. If anybody breaks those rules or a forum ends up turning into
an ?unfriendly? discussion, an administrator will step in and intervene or delete the thread. There
are several different administrators within the forum and from what I have seen they do their job
efficiently and proactively.
Tom?s Guide also does a really great job of marketing and advertising to keep visitors on
their website. Each page that I visit, a recommendation pops up at the bottom of my screen for an
article related to the topic that I am looking at. There are internal links leading to affiliate?s
(mostly Amazon), which help buy the product discussed much easier!
Participation in Tom?s Guide Community Forum ICRACKED FINAL MARKETING PLAN
Day 1: I participated in a forum discussing the differences between the Apple Watch 1 and Apple
Watch 2 and asking opinions on which one I should buy. Forum users were extremely
informative and gave me great pros and cons throughout the discussion.
Day 2: I participated in the virtual reality forum and asked several questions as to where I should
start in the virtual reality world. The unanimous vote for the best VR headset was the HTC Vive
and I also received great advice on how I should choose the best one.
Day 3: I replied to several of the comments to my VR post.
Day 4: Looking into several ?Smart Home? options, I decided to participate in a discussion
involving this topic. Several people were arguing on the best ?Smart Home? devices, and a
moderator was involved, but overall I learned a lot of information and recommendations.
Day 5: I just bought a new Macbook Pro and have been debated on selling it and buying the
newer version, so I started a topic in that category. I asked for reviews on the new Macbook Pro
and asked for advice on whether or not it would be a good decision.
Day 6: I replied to most of the replies to my topic and every reply stated that I was right in
deciding to trade this computer in because it is worth it! This topic was extremely helpful for me.
The main marketing challenges for iCracked services are international content marketing
and social media overload. iCracked targets a broad market audience which includes
international consumers. To be effective in reaching this audience, the company has to identify
buyer personas and align them with the marketing message for every target segment. This is a
big challenge in an international setting as the company has to identify ways to create content
specific to the needs of the international audience. Additionally, the company has to tackle the
challenges of organizing and optimizing the site for different countries. While social media is an ICRACKED FINAL MARKETING PLAN
effective marketing tool, the marketing team may face challenges in responding to customers?
questions. This may lead to social media overload that the company may not be able to handle.
The website is a central component of the company?s internet marketing strategy. Website
marketing involves optimizing iCracked?s website to a different audience which encompasses
curation of specific content and SEO strategies to increase the company?s visibility on the
Internet. The company?s social media campaign uses various social media platforms including
Facebook, Twitter, and Pinterest to reach out the target audience. The social media marketing
strategy involves maintaining a two-way communication channel through which the company
can spread its marketing message and receive feedback from the customers (Schultz, 2011).
Website and social media campaign reach different target audience which forms the customer
base of the company. Social media enable the company to reach to the young audience in need of
iCracked?s services and products. On the other hand, the company?s website caters to different
customers which make it an effective tool to push marketing message. Additionally, social media
campaigns direct the people to the company?s website via posting blog posts or including a link
to the website.
Using several different campaigns within iCracked social media pages, will potentially
gain followers, customers and visibility throughout the e-commerce world. Our goal is to gain
1,000 followers within each of our social media sites and gain 3,000 new customers as a result of
our SEO strategies and social media campaigns combined. A lot of consumers have been running
several different campaigns throughout social media, but SEO is still an uncommon practice in
smaller companies. With proper SEO, we would like to dominate several different keywords
including ?cracked iPhone?, ?cracked screen? and ?phone repair?. ICRACKED FINAL MARKETING PLAN Campaign Goals
As part of the company?s plan, iCracked aims at attaining a 35% increase in customers by
the end of the year 2017. Through its marketing strategy, the company will focus on attracting
more customers via call to actions which are likely to increase the company?s customer base.
Additionally, the company targets 25% increase in sales every month. The company?s marketing
campaign focuses on reaching out to a broad range of target audience to increase the visibility of
the company and increase conversion rates. More visibility with an effective call to action
implies more sales for the company.
Inbound marketing ratio is one effective metric that can enable the company to see the
outcomes of its marketing investment. Calculating the company?s inbound marketing ROI can
help to evaluate the company?s performance. Through this metric, the company can identify
ineffective marketing channels that cost the company money (Powell, 2011). As such, the
company can focus on campaigns that have a high ROI and can accurately assess the ROI of
each marketing activity. Traffic-to-Lead Ratio is a vital metric that can enable the company to
identify the audience reached by the marketing campaigns based on the website traffic and where
it comes from (social media, referrals, social media, organic, or direct). If the traffic is
increasing, but the traffic-to-lead ratio is low, the marketing campaigns have not achieved the
established objectives. In the context of conversation rate optimization, the traffic-to-lead ratio
can help the company to determine if the marketing campaigns have met the desired objectives
(Wertime, 2011). The lead-to-customer ratio is an important metric that can enable the company ICRACKED FINAL MARKETING PLAN
to know the number of leads that the sales team has closed. Evaluating the leads can enable the
company to determine whether the campaign is successful in increasing leads close rates.
Social Media Content ICRACKED FINAL MARKETING PLAN Budget ICRACKED FINAL MARKETING PLAN
The two marketing assets deployed by the company are website and social media
accounts. The company will use these components as parts of its marketing strategy which entail
social media marketing and Search Engine Optimization (SEO). SEO will focus on optimizing
the company?s website to increase its visibility. SEO strategy will encompass various activities
such as content marketing, on-page optimization, keyword research, keyword optimization,
directory submission, and content marketing. These activities are vital to the success of the SEO
strategy hence have to be incorporated into the overall marketing strategy. The cost of SEO is
determined by the scope and schedule of the work. To determine the SEO cost, milestones and
goals established have to be considered. In this case, the specific goal of iCracked is to increase
web traffic and improve conversion rate. SEO will involve evaluating the current visibility of the
site, identifying issues affecting the site?s rank, developing a plan to resolve issues identified,
executing the plan, and reviewing web analytics. Each SEO activity including will be assigned a
cost depending on the schedule and resources required.
On the other hand, social media marketing will involve social media content curation,
development of social media posting schedule, designing and executing paid social media
campaigns, and deploying social media analytics. Each activity will be assigned a cost based on
the resources, scope, and schedule involved. Paid social media campaigns and social media
analytics are the core part of the social media marketing strategy hence will incur more costs.
According to Social Bloom (2016), elements of social media marketing include strategy and
planning, content curation, social media engagement, and measurement and analysis. Each of
these elements incurs costs which vary based on the schedule required. Additionally, the
resources required such as workers and social media marketing tools have to be considered in the
budget. Digital Current asserts that the cost of executing an SEO strategy can vary based on the ICRACKED FINAL MARKETING PLAN
goals of the company (Honigman, 2016). Based on the resources required, the company can
spend a minimum of $1000 per month to execute the strategy.
Search Engine Optimization Costs Keyword Research/Optimization $400 On-Page Optimization
Content Curation/Marketing $1000
$3000 Link Building
Website Conversion Analysis $800
$500 Google Analytics Traffic Analysis $700 Progressive Monthly Website $500 Optimization
Social Media Marketing
Social Media Competitive/Brand $300 Reputation Analysis
Social media content curation $500 Paid Facebook/Twitter Advertising $5000 Social Media Demographic Targeting $2000 Social Media Audit
Budget Allocation $500
$14700 As illustrated in the table above, the two marketing strategies implemented by the
company will involve several activities crucial in achieving the objectives of the company. In
SEO, the budget is allocated based on the schedule and the scope of a task. Content curation and
marketing are given priority as it is the core activity of SEO strategy and requires vast resources.
Keyword research/optimization and on-page optimization are executed first, but their costs are ICRACKED FINAL MARKETING PLAN
relatively low since they do not require many resources. Other SEO activities are part of the
evaluation phase which is less demanding hence costs are relatively low. For social media
marketing, paid campaigns and demographic testing incur more costs as they require more
Social media marketing and SEO strategies will require an effective schedule that
considers the milestones to be achieved by each marketing task. Strategy phase will involve
developing a plan to implement the marketing strategies and will take about a week.
Development phase involves identifying and acquiring resources including tools and workers
required in executing the marketing plan. This phase will take about a week but may take less
time if the company has an in-house marketing team. Advertising timeline will involve several
tasks such as content marketing, link building, social media posts, and paid social media
campaigns. Typically, these tasks will run for a month but will be done continuously. Analytics
timeline will align with advertising timeline as the results of the marketing efforts have to be
monitored in real time. As such, analytics phase will be in sync with the advertising tasks. Postcampaign strategy will be executed at the end of the analytics timeline and will take two or three
days as it involves evaluating the milestones achieved by the marketing campaign.
Post-Campaign Strategy Jan ?1 Jan ?8 Jan ?15 Jan ?22 Jan ?29 Feb ?5 Feb ?12 ICRACKED FINAL MARKETING PLAN The proposed timeline prioritizes the vital phases which are core to achieving the longterm marketing goals. Advertising phase is allocated more time as it the company requires to
effectively engage with customers while the analytics phase is vital in measuring the
effectiveness of the company?s ongoing marketing activities. The campaign will be executed on
January which is an appropriate time for reaching more consumers who need repair services
particularly due to device mishaps that could have occurred during December festivities. The
phases will be executed sequentially, but the analytics, and advertising phases will run
simultaneously. ICRACKED FINAL MARKETING PLAN References
Alexa. (2016). iCracked.com Traffic Statistics. Retrieved from
DeMers, J. (2016). How Much Does Social Media Marketing Cost? Retrieved from
Donovan, J. (2016, May). The average age for a child getting their first cell phone is now 10.3
years. Retrieved from https://techcrunch.com/2016/05/19/the-average-age-for-a-childgetting-their-first-smartphone-is-now-10-3-years/
Dugan, M. (2015). The Demographics of Social Media Users. Retrieved from
Honigman, B. (2015). How Much Does Good SEO Cost? Retrieved from Digital Current:
Powell, G., Groves, S., & Dimos, J. (2011). ROI of Social Media: How to improve the return on
your social marketing investment. John Wiley & Sons.
Schultz, F., Utz, S., & Göritz, A. (2011). Is the medium the message? Perceptions of and
reactions to crisis communication via twitter, blogs and traditional media. Public
relations review, 37(1), 20-27.
Tom?s Guide. (2016). Forum. Retrieved from http://www.tomsguide.com/forum/
Wertime, K., & Fenwick, I. (2011). DigiMarketing: The essential guide to new media and digital
marketing. John Wiley & Sons.
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