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I've included my final project. Please help me create a written form of a video pitch selling thi


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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

 

Client Description

 

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

 

website.

 

Marketing Challenge

 

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.

 

Digital Conversation

 

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.

 

Discrepancies

 

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.

 

Opportunities

 

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.

 

Forum Participation

 

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.

 

Marketing Challenge

 

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.

 

Marketing Concept

 

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.

 

Metrics

 

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.

 

Working Budget

 

Marketing Budget

 

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

 

Total

 

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

 

resources.

 

Timeline

 

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.

 

Marketing Calendar

 

Tasks/Schedule

 

Marketing Strategy

 

Formulation

 

Development Phase

 

Advertising Phase

 

Analytics

 

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

 

http://www.alexa.com/siteinfo/icracked.com

 

DeMers, J. (2016). How Much Does Social Media Marketing Cost? Retrieved from

 

AudienceBloom: http://www.audiencebloom.com/much-social-media-marketing-cost/

 

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

 

http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

 

Honigman, B. (2015). How Much Does Good SEO Cost? Retrieved from Digital Current:

 

http://www.digitalcurrent.com/seo-engine-optimization/how-much-does-seo-cost/

 

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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