Blog #2 Labyrinth Lady: Marketing Strategy Project
Labyrinth Lady is a Vancouver-based company which takes its clients for labyrinth walks, and sells Self-care and guidance books and related products. These walks are done to promote the company’s values, that are mindfulness, self-care, and healing. This company was my Client for a promotional strategy class. After reviewing the company’s performance and position, the following marketing strategy was formulated:
| Objectives of the plan: |
| Rebranding the company to younger audience. |
| Incorporating the message of Anti-racism into the company’s core values. |
| Improving digital presence and attracting more customers. |
Targetting & Positioning
The re-targetting of audience was done, as the client wanted to rebrand their company. Therefore, women aged 25-70, brand built around mindfulness and self-care, includes logo redesign and website optimization.
Optimization & Engagement
To make the website easily accessible and convenient to use, the website will be re-designed to make it Mobile-friendly, adding easy navigation options, strong Call-to-action(CTAs), and SEO for better insights and customer engagement.
Promotion & Performance
To create awareness of the website and the brand itself, Multi-channel messaging through POEM framework(Paid, Earned, and Owned Media were used, and data-driven Key Performance Indicators(KPIs) were formulated to measure success.
CONCLUSION
The client was very happy with the plan, and will be implementing it to her overall marketing plan, to achieve the set goals. Not only this strategy will help Labyrinth Lady to rebrand , but it will also attract a younger customer-base, who will resonate with the brand’s values.