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Poosh
- 1. A Guide toLiving Your Best Life
- 2. Thalie Charles-Cazeau ZaidatAnimashaun Teonna Breland Brenda Oppong-Boateng OUR TEAM
- 3. 1. About Us 2.Audience 3. Situation 4. Objectives 7. Strategies 6. Tactics 7. Community Engagement 9. Timeline Our table of contents 8. Budget 9. Evaluation
- 4. Poosh was foundedby Kourtney Kardashian in 2019. About our Company Poosh is a lifestyle website and e-commerce destination. Its mission is to educate, motivate, create, and curate a modern lifestyle, achievable by all. It covers topics related to health and wellness, life and style, interior design, and beauty.
- 5. Audience The Poosh womanwhips up a kale smoothie every morning. She is a new mother trying to get fit again. She wants to feel beautiful and sexy and comfortable in her skin. She drinks a glass of red wine before bed and hoards home magazines. She wants to live organically and honestly. Gender: Women Age: 27-40 Status: Single, Married, Divorced Income: $150k + Location: Miami, LA, NYC
- 6. Situation Poosh was createdto help promote a moderate lifestyle acheivable by all. However it has been critiqued for promoting products that are Inaccessible to the average woman. Poosh is meant to empower women to be their best selves but as of right now there is a disconnect between the brand message and the deliverable.
- 7. Re-align brand with corevalues 1 2 3 Issue New Content Attract New Customers Informational Objectives
- 8. Bridge the diversityand inclusion gap of all women 1 2 3 Increase the knowledge of wellness health Provide more insights about products and services accessible to the average woman Motivational Objectives
- 10. Issue new contentthat relates to our core values Show women that reflect the audience we hope to attract. Increase community engagement on Instagram and create a YouTube channel. 1 2 3 Strategies
- 11.
- 12. Poosh has facedaccusations of being "tone deaf" and lacking "self-awareness" . It has been billed as a guide to help one live their best life but has offered its customers $1,400 trashcans and articles about where to buy expensive infared masks. So we need to change what we are writing about. Secondly The website is also full of models that do not represent its customer base So the first step to make Poosh a destination website for more consumers we are going to hire new writers and new models. With the addition of new writers and we will be able to create new and interesting articles,and give customers a chance to see themselves in the models used on our website. New Content
- 13. New Writers For Pooshto be more successful we need to onboard knowledgeable writers in a myriad of topics • Chani Nicholas, Astrologer • Haile Thomas, Food Writer • Rhiannon Lambert, Nutrition Writer • Jennifer Ford, Beauty Writer
- 14. Our Current modelroster needs to be updated to reflect the different customers that we would like to attract. By adding these models we feel that Poosh will be more relevant to potential consumers • Audrey Littie • Jill Kortleve • Bhumika Arora • Thylane Blondeau • Eden Saban Taltal New Models
- 16. Relaunch Event In orderto reintroduce Poosh to our audeience as a lifestyle brand that's relateable to all women we decided to host a relaunch event.
- 17. Relaunch Event The eventwill be a small cocktail party meant to highlight the positive changes that Poosh has made. • Mini health and wellness panel • Provide free products by vendors • Cocktail hour for attendees • Streamed Instagram live and shared content by influencers
- 18. Event Panelists Our panelconsists of four women who are experts in each of their respective fields. • Massy Arias- Personal trainer • Aimee Song- Blogger • Sophia Roe- Chef • Roscoe Ramone- Body-positive activist
- 19. "Let's Get Pooshed" PooshBrands voice is informative and relatable. Speaking on topics such as: • Health & Wellness • Life & Style • Home & Entertainment Brand Voice Emojis they would use: Black/White heart, Double pink heart, lightingbolt,sparkilng star, Sauna lady, nail
- 20. • Caption Interaction •IG Story "This or that" and topic conversations. • "Cook with us", " Ask us questions" IG Live • IGTV How to videos and interview clips from YouTube page. The Instagram strategy for Poosh, will be used to provide visual concepts, and to build the Poosh community. This platform will allow us to tell a digital story through the brand and allow our audience to openly interact with us. Community Engagement: Instagram How:
- 21. We would liketo keep Poosh brand voice consistent throughout all platforms. Their YouTube page will be more detailed, open, and informative than their Instagram. This community strategy consist of creating content that’s well versed, transparent, and engaging. How: Community Engagement: YouTube • Industry Interviews • Open Discussions • How-to Videos • House tours • Giveaways • "Comment below if"
- 22. - Category -Est. Quantity - Est. cpu - Est. subtotal - Notes - Staff (New Writers) - 4 - 62k,000 - 248,000 - Yearly costs - Temp. Staff ( New Models) - 4 - 40,000 - 60,000 - Photographer - 1 - $13,000 - Set (props etc.) - $5,000 Website Costs Total $326,000 Marketing Budget Plan W e b s i t e R e - l a u n c h E v e n t - Event Planner - 1 - $30,000 - Venue - 1 - $4,005 - $8,500 - Cost for two days + cleaning fee - Caterers - 25,000 - Floral Arrangements - 15,000 Staff $20,000
- 23. R e -l a u n c h E v e n t - Storage Pods - 3 - $400 - $1200 - Furniture - 50,000 - Lighting - 25,000 - Music/ entertainment - 15,000 Panelists 4 $5,000 20,000 Re-launch Event Cost Total $209,000 I n f l u e n c e r s - 1st Tier Influencer ($1000 per 100k followers) - 3 - $1,000 - $71,440 - 2nd Tier Influencer ($250 per 50k followers) - 5 - $250 - $5,000 Influencer Cost Total $76,440 - Category - Est. Quantity - Est. cpu - Est. subtotal - Notes
- 24. S o ci a l M e d i a - Instagram - $30,000 - Ad spend Q1-Q4 - Facebook - $40,000 - Ad spend Q1-Q4 Social Media Cost Total $70,000 - Category - Est. Quantity - Est. cpu - Est. subtotal - Notes M i s c e l l e a n o u s c o s t s - Misc. costs - $68,560 Misc. costs Total $68,560
- 25. Vertical Timeline Our marketing strategytakes place over the span of 6 months, beginning with strategic planning in April and ending with an in-depth analysis of our results. April • Strategic planning May • Hire new writers • Book models
- 26. June • Roll outnew Community Engagement strategies • Shoot models for new content • Scout/hire influencers July • Tease new content • Influencers receive/ post about event invites
- 27. The relaunch eventwill be held on the first weekend of August. The new content will be released two weeks after. Our YouTube channel will launch the last week. August • Host re-launch event • Release new content • Launch YouTube channel with new series, Real Women, Real Homes September • Perform an analysis of the results
- 28. Media Impressions • Measuringbetween July and September • Beginning to tease new content • Influencer engagement • Re-launch Event • New YouTube Channel These should all garner new media impressions Social Media Mentions • As of April 2020 Poosh has 3.4 million followers on Instagram by September we would want to have an additional 250k followers jjjjjjon Instagram thanks to renewed interest • The launch of or YouTube channel should garner 25k new subscribers and grow with our content Website Traffic • Right now we have SEO links on Google, Yahoo, and Bing • Giving us 359k visits per month with an average of a 1.38 session duration • With the addition of Facebook and Instagram SEO, we should be able to add another 40k in visitors between July and September and with new content extend site visits by double Evaluation
- 29. Think of usas a really good friend . . . but way less judgy. Poosh gets you. You're cool. You're confident. You're clever. You care. You want a place that provides a little bit of everything. We got you.
Editor's Notes
- #7 POOSH was created … average woman