Integrated Digital Marketing Plan

For “Aisle of Lavender”

Word Count: 1,600 words
Date: [28.05.2024]
 Table of Contents

1.Executive Summary..............................................................................................3
2. Brand positioning and value proposition:.........................................................4
3.Persona and their journey along the marketing funnel:...................................5
4.Campaign Objectives for the persona/s..............................................................5
5. Content Creation:................................................................................................7
6. Implementation Timeline:................................................................................12
7. Budget:................................................................................................................13
8. Monitor and Evaluate:......................................................................................14
9. References:.........................................................................................................14

1.Executive Summary
Aisle of Lavender aims to expand its wedding stationery business. Identifying their ideal customers on
social media platforms, sharing regular posts and stories to increase interaction with followers and
customers Increasing the marketing budget for the 2024 to 2025 financial year and analyze and optimize
for better performance in competitive markets.

The following brief plan can be adopted to achieve the goal of aisle of lavender:-
1) Targeted social media advertising: campaign will help to attract new customers and increase
brand recognition through targeted advertising.

2) Use of engaging content and strategies: create persuasive and engaging content to grow
Instagram and email list.

3) An active presence on social media: make regular and high-quality postings and take help
from influencers.

4) Pursuing new marketing measures and strategies: Adopting the latest marketing trends and
techniques. Analyzing and adapting to perform better in the competitive market.

5) Doubling the marketing budget: Strengthen marketing efforts for the 2024-25 financial year.
double the marketing budget and create a detailed marketing plan.

2. Brand positioning and value proposition:

The Aisle of Lavender brand is a must-have in the wedding stationery business. Our goal is for our brand
to be a unique and memorable part of the most important and happiest moments in our customers' lives.
We help our customers make their special moments even more special through wedding stationery that
they will remember and make their journey even more beautiful.

Some important points to make the brand famous:

1) Quality and Service: The brand should be trained in excellence and customer service so that
customers are satisfied and support the brand.

2) Social Media Promotion: Sharing unique and popular designs on social media platforms to
increase brand popularity.

3) Communication: The brand needs to stay in communication with customers and praise their
excellence.

4) Experience and Customization: Offer customers a variety of wedding stationery and

personalized services.

5) Publicity and Promotion: Using various mediums to promote the brand in the wedding
stationery community, such as wedding-related websites, blogs, and exhibitions.
To build a realistic and credible brand need to adopt the following steps that will support the
following steps that will support your brand performance:

1) Proof of product quality: To prove the high quality of your products or services, you should
include credible and authenticated quality certificates and feedback.

2) Social awareness: To demonstrate your brand’s social responsibility and sensitivity, you should
be active in social events, charity and other social service works.

3) Correct practices and ethics: Along with following correct practices in your business, it is also
important to follow ethics. This makes your brand credible and realistic.

4) Demonstration of customer satisfaction: To demonstrate your customer satisfaction, you

should stay in communication with them, fix their complaints and listen to their feedback.

The following steps can be followed to create an effective positioning map to support brand
performance:

1) Competitor analysis: Identify and analyze your main competitors. Understand their products,
services, pricing and marketing strategies.

2) Determine key features and criteria: Determine the key criteria such as price, quality, service,
innovation used to compare your brand to the market.

3) Creating a Positioning Map: In a positioning map, select two important criteria such as quality
and price and plot them on the X and Y axes of a graph.

4) Communication: Communicate your new positioning clearly and effectively to customers. This
should be reflected in your marketing campaigns, advertisements, and social media activities.

3.Persona and their journey along the marketing funnel:

Persona/s main objective to Finding unique and high-quality stationery for their wedding and need to
full-fill the requirement of value such as quality, design and reliability.

Main Objective: Objective to finding the high quality and unique stationary for wedding theme’s.
These are the key of journey along the Marketing Funnel:
1) Target the unique design such as designed invitation set.

2) Need to explore the gallery of custom designs.

3) Evaluate the quality of the unique designs.

4) After receiving the samples and satisfied with quality and design use the customization tools.

5) Try to improve the stationery services and share the photos of stationary on social media
platform.

4.Campaign Objectives for the persona/s

The following steps can be followed to Develop campaign objectives using the marketing funnel:

1) Awareness – Increasing brand awareness.

2) Interest – To increase persona/s interest and engagement.

3) Consideration – Encouraging persona/s to check out the products.

4) Intent – Encouraging persona/s to go shopping.

5) Purchase – Successfully motivating persona/s to make a purchase.

6) Loyalty – Making persona/s a loyal customer of the brand.

Macro Conversion and Micro Conversion:

1) Awareness Stage:
 Macro Conversion: Increase traffic to the website.
 Micro Conversion: Increase social media followers.

2) Interest Stage:
  Macro Conversion: Increase average time spent on the website.
 Micro Conversion: Increase engagement on social media posts such as likes,
comments, shares.

3) Consideration Stage:
 Macro Conversion: Increasing views of product pages.
 Micro Conversion: Sign-up for email newsletter.

4) Intent Stage:
 Macro Conversion: Increase number of products added to shopping cart.
 Micro Conversion: Increase use of promo code.

5) Purchase Stage:
 Macro Conversion: Increase number of sales.
 Micro Conversion: Reduce abandonment in the checkout process.

6) Loyalty Stage:
 Macro Conversion: Increase the rate of re-purchase.
 Micro Conversion: Increase the number of customers reviews.

To measure actual performance, you need to take various steps that are crucial to the success and
improvement of your marketing strategies. Here are those key steps:

1) Identify objectives and goals: Set clear goals key goals for your business such as increase sales,
brand awareness, customer satisfaction.

2) Identify key performance indicator: Key indicators measuring key business goals such as sales,
subscriptions, lead generation.

3) Web analytics tools: Use tools like Google Analytics, Adobe Analytics.

4) Digital Platforms: Use the tools such as instagram,facebook.

5) Client Relationship Management Systems: Use client engagement platform.

5. Content Creation:

1) Content Creation
Theme 1: “Dream Wedding Stationery”
 Angle 1: High-quality designs
 Use the printing strategies information.
Angle 2: Customization options
 Personalize an experience according to the client requirements.
Angle 3: Customer reviews and testimonials
 Provide positive aspects of your brand in the form of customer reviews and testimonials .

Theme 2: “Stylish and Trendy”

Angle 1: Latest trends
 Provide the unique information about the wedding stationery.
Angle 2: Theme-based designs
 Collect the specific artwork design.
Angle 3: DIY tips
 Use the DIY wedding stationary guidance.

2) Content distribution
1.Facebook
Formats: Photos, Videos, Stories, Text.

2.Post example:
Theme: "Dream Wedding Stationery"
Angle: High-quality designs

3.Post content:
Text: "Important to use the high-quality stationery for the wedding perspective! With the help of
printing strategies, for enhancing special moment of wedding. Visit our unique designs today!"

4.Photos: Albums of unique designs .

5.Videos: Use short clips of unique designs.

6.Stories: Promoting new designs.

7.Post illustration:
 Figure 1: Facebook Post Illustration

1.Instagram
Formats: Photos, Reels, Stories.

2.Post example:
Theme: "Stylish & Trendy"
Angle: Latest trends

3.Post content:
Text: "Enhance your wedding more beautifully with the help of current wedding stationery
trends! Make your wedding more special through our unique post content.

4.Photos: Use unique photo design according to current trends.

5.Reels: Use short unique videos.

6.Stories: Active performance to the current trends.

7.Post illustration:
Figure2 : Instagram Post Illustration
 1.Web Page Content
Formats: Photos, Videos,Text, Stories.

2.Post example:
Theme: "Dream Wedding Stationery"
Angle: High quality designs

3.Post content:
Text: "Important to use unique and high quality design stationery for the wedding perpective.for
improving special moment of your wedding. Visit our unique design today!

4.Photos: Different and unique wedding designs.

5.Reels: Use short clips for unique videos.

6.Stories: Enhance the elegant design for current trends.

These are the steps and examples, based on effective digital marketing strategies in Aisle of
Lavender can increase the customer satisfactions:
Creation of Mock-ups:
1) Social Media Posts: Facebook Posts (Theme: Dream Wedding Stationery, Angle: High-Quality
Designs) Text, Photos, Videos, Stories.

2) Display Ads: Text, Images, CTA Buttons.

3) Landing Pages: Prominent Headlines, Catchy Imagery, Product Highlights, CTA Buttons.

4) Email Marketing: Headlines, Prominent Products, Offers & Discounts, CTA Buttons.

6. Implementation Timeline:

Timeline Table

Activity Responsible Person/Group Deadline

Review of marketing plan Marketing Manager Week 8-10
Creating content calender Content Creation Team Week 3-4
Creating social media ads Outsourcing agency Week 4-5
Planning Instagram and Social Media Manager Week 3-4
Facebook posts

Description of Activities:
1) Analysis of marketing plan: Analysis of appropriate target and objectives.
Responsible: Marketing Manager
Deadline: Week 8-10

2) Unique content calendar: Design unique content calendar for social media platforms.
Responsible: Content Creation Team
Deadline: Weeks 3-4

3) Improve social media ads: Design the most important ads.

 Responsible: Outsourcing agency
Deadline: Weeks 4-5

4) Implement Instagram and Facebook posts: Improve the implement strategies.

Responsible: Social Media Manager
Deadline: Weeks 3-4

7. Budget:

These are the key steps to measure the actual performance, these key steps help to improve the
marketing strategies.

Budget Breakdown Table

Activity Budget Allocation Percentage

Social Media Advertising $15,000 30%
Content Creation(Photos, Videos, $10,000 20%
Blogs)
Website Development and $20,000 25%
Maintenance
A appropriate description of the budget breakdown:

1) Social media Improvement ($15,000): Enhance the important ad campaigns for Instagram and
Facebook.

2) Content Design ($10,000): Improve the high-quality content creation.

3) Website development and maintenance ($20,000): Improvement and development of landing

pages and appropriate content for the website.

8. Monitor and Evaluate:

The following are the methods of a metric of success:

1) Identify the success metrics: Important to evaluate the customer feedback , engagement metrics
and production efficiency .

2) Set Clear Goals :Need to understand the different time periods and focus on aim of customer
positive reviews.

3) Collection of data: Try to understand the customer requirement and collect the appropriate data
according to customer perspective.

4) Monitoring Progress: Need to track the continuous progress report and update the target based
on progress.

5) Report and Reviews: Focus on regularly reviews strategies and need a satisfying feedback.

9. References:
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83.

2) Rahmah, R., & Setiawan, M. (2023). Digital Marketing Strategy Wedding Planning Tools in
Indonesia. ARBITRASE: Journal of Economics and Accounting, 3(3), 723-734.

3) Sijabat, D. C. S., Saputra, F. D., & Ikhsan, R. B. (2020, August). The impact of social
network marketing and customer engagement on purchase intentions in wedding service
business. In 2020 International Conference on Information Management and Technology
(ICIMTech) (pp. 97-102). IEEE.

4) Salim, M. (2013). A Strategic Analysis Of A Company In The Wedding Industry.

5) Hanslip, L. M. (2020, August). The Ideologies of ‘I Do’: Commodification, Consumption,

and Identity in the Wedding Industry. Arts.

6) Norman, A. (2021). Engaging the Consumer: Postmaterialism and Aspirational

Consumption Within the Wedding Industrial Complex. The University of Texas at Dallas.