Project Objective
For this project, my group was asked to put together a marketing plan that included detailed execution and measurement tactics for multiple marketing channels. Our team chose to work on a sparkling water brand called Spindrift.
Background
My team researched Spindrift’s business model and looked at some sparkling water competitors. Our research brought light to Spindrift’s amazing value proposition, especially compared to their competition. Pairing this information with our market research revealed a gap in the market that Spindrift could take full advantage of. We found a very insightful Vox article that explains how consumers are switching from zero-calorie, artificial, corporate products to healthy, natural, locally sourced products. Spindrift fits in perfectly because their water is created with all-natural ingredients from small family farms.
Our marketing strategy was to increase brand awareness and highlight Spindrift’s amazing value proposition by updating their current digital channels and developing new ones. We decided it was important for Spindrift to take advantage of some paid advertising opportunities (they were not doing so before). We thought it would be best to use Google’s search and display ads as a way to increase brand awareness of our all-natural sparkling water. We wanted to do some more creative and visual ads on Instagram using Facebook Ad Manager. We were also able to develop more organic posts to increase engagement from our current social following on Instagram and YouTube.
My team realized the importance of an owned audience, so we wanted to use our ads, content and our “free sample promotion” to drive people to sign up for our emails. This would provide us with more audience insight and allow us to personalize our marketing in the future using Mailchimp and other tactics.
To successfully complete this project my group used a project management tool called Trello. This helped us organize our tasks and stay on track with upcoming deadlines. We also used Facebook Audience Insight to help identify our buyer personas. Google’s Keyword Planner, SEMRush, and The Hoth helped reveal keywords to target.