We are looking to take our business into the US and need support with our adversing and public relations strategy as we work to build our US community, social media presence, leads and web traffic. As our brand continues to grow, we need a structured advertising and PR plans that we can execute within the next year (or sooner, to kick off our high summer season) that will effectively introduce and position our brand in the US market as a premium product in the natural skincare space with strategies effectively targeted to our key customers who value natural skincare and research ingredient lists before making a purchase decision.

To do this, we hope to improve our website design, search engine optimization, and social media/Google Search Ad and Shopping strategy with an effective digital marketing strategy and/or campaign as well as take a first look at and impliment influencer campaigns, UGC and relevant press/earned media that can be seamlessly implemented by students and/or our small team.

This will involve several different steps for the students, including:

• Familiarizing themselves with our goals, target market, ingredients and products.
• Market research and trends.
• SEO and keyword research.
• Digital marketing, advertising, PR and website design audit.
• Digital marketing and PR strategy proposal.
• Digital marketing campaign and PR strategy proposal (including channels, format, settings, targeting, SEO, budget, mockup copy in line with brand voice and identity, recommended plugins, outlets, writers, influencers)
• Campaign/strategy development plan including post-campaign evaluation criteria.

By the end of the project, students should complete the following list of activities:

• Understand brand, voice, product, target market and customer.
• Prepare a list/report of the most relevant SEO keywords for various digital marketing channels.
• Provide actionable recommendations on advertising strategy backed by research and analysis of available analytics.
• Create tailored digital marketing/advertising and PR strategy with measurement/success criteria for use post-campaign.
• Develop media and influencer list.

Bonus steps would include:

• Store list for B2B outreach.
• Ad copy and or design (if desired)

• Our organization’s mission, goals and brand deck.
• Access to shared drive with photos, videos, copy, competitors.
• Access to past ad campaigns.
• Press
• List of US influencers and writers
• Access to Google Analytics, social media and website data.
• What SEO keywords are being used by our company now, and which keywords have been used in the past.
• Input on choices, problems or anything else the students might encounter.