Marketing Plan 2013

“I love working with families knowing that the spaces I create will be spaces they make most memories in and remember for the rest of their lives. That to me is the true Beauty.“

Deidre AlexanderArchitectural Interior Designer

Executive Summary• Increase business & clientele base• Create a store front • Implementing new Marketing strategy

–Expanding product offerings–Partnering with architects, builders and realtors–Implementing a Premium Pricing Strategy–Creating an Online Portfolio & Physical portfolio–Position brand with the Designer and POD in the mind of consumers so they think of Deidre Alexander as her specific style with top of the mind awareness–Brand all work, paper and items given to client or potentials–Creating interactive promotions such as day of the week design tip on Facebook/Blog/Twitter/Pinterest/Groupon/Instagram–Trade shows

Leaf Design Studio, LLC is a boutique interior design firm specializing in High-End Residential

as well as Hospitality Design

Mission Statement

Vision Statement

We are dedicated to providing excellent service, by working closely with each client to make

sure all their expectations and needs are met while delivering an aesthetically pleasing yet

functional space

Goals

• Generate new clients• Open store front• Offer “made by the designer” products• Create Top of the Mind awareness for Deidre’s

style• Brand the designer and her style• Expand e-decor

Current Company Standing

Internal Environment• Designer• Studio• E-décor • Great Client base

– Repeat customers

Customer Environment• Residential

– family clients– High end

• Commercial

SWOT Analysis (Internal)Strengths Weaknesses

• Current client base, designer, current studio, vendor connections

• Understanding client needs and interpreting them

• Designs, though process, design process

• Architectural Interior Design (Point of Differentiation)

• E-décor

• Out of date website (recently updated photos)

• Economy Pricing: Low hourly pricing• No current marketing plan• Portfolio/Showcase needs updating• Need standard client intake sheet,

wants needs etc.

SWOT Analysis (External)Opportunities Threats

•New buildings- condos, lofts, apartments •Commercial- offices –revamp or new •Expand service coverage- outside of

Charleston, SC •Pair with architects, builders and

realtors •Going green

•Other designers, DIY, retailers- design/buy yourself ( C2B & Pottery Barn)•Online design a room yourself• Lowes/Home Improvement (offer

classes on DIY)•Going green

Designer

Deidre Alexander has honed the design experience of homes and businesses in the Charleston area for several years. Her education and passion for architecture, color, and texture allows her bring a multifaceted approach to each of her projects, utilizing inspiring elements from history, travel, art, and technology. A native of South Carolina, Alexander received a Bachelor of Fine Arts degree with the concentration in Interior Design from Winthrop University

“I love working with families knowing that the spaces I create will be spaces they make most memories in and remember for the rest of their lives. That to me is the true Beauty“

Designer

•Architectural Interior Design•Mascot: Sullivan•Style: Unique, Contemporary, Blend of Old and New•Methods: client intake, design boards, design Process •Deidre enjoys working with family clients who reside on one of the Islands, and successful in their endeavors

“I love working with families knowing that the spaces I create will be spaces they make most memories in and remember for the rest of their lives. That to me is the true Beauty“

Portfolio

• Website & social forums• Physical “Look book” to bring on new client

meetings

New Client/Room Intake

• Before photos• Intake forms• Stages • After photos

Current Intake Form

Current Intake Form

Macro Environment

Macro• Currently in “recession” but coming out of it• Charleston named in top places to live• People coming out of retirement to work• More new home buyers

Political and Sociocultural Trends• Social forums• Government/Private incentives for home buyers• Going green

Macro Environment

Technological Advancements• Online DIY room designs • Tools that make it easier to do things on your own• BlogsOther factors• Must have degree from accredited program-

Bachelor of Fine Arts degree with the concentration in Interior Design and Architectural Interior Design from Winthrop University

Micro EnvironmentDesign trends

http://freshome.com/2013/01/29/top-10-interior-design-trends-for-2013/

•Comfort•E-décor•Strong solid colors•Emerald•Burnt orange & Topaz•Black and white•Found objects •Revamping existing furniture •Home offices •A New Relationship Between Men and Interior Design•Group Dynamics

http://www.interiordesign.net/slideshow/2972-Online_Exclusive_Trend_Forecast_2013.php?photoId=415160&photoUrl=/photo/415/415160-An_image_representing_Heimtextil_s_Historian_trend_Image_courtesy_of_Heimtextil_.jpg

Micro EnvironmentDesign trends

http://freshome.com/2013/01/29/top-10-interior-design-trends-for-2013/

•DIY projects•Texture and Touch•Embroidery and knitting•Stripes•Floral patterns with a white background•African influences•Hand sketching and wall writing•"Geologist" & "Eccentric“ & "Historian"•Green walls, garden rooftops•Carpet designs

http://www.interiordesign.net/slideshow/2972-Online_Exclusive_Trend_Forecast_2013.php?photoId=415160&photoUrl=/photo/415/415160-An_image_representing_Heimtextil_s_Historian_trend_Image_courtesy_of_Heimtextil_.jpg

Micro Environment

Charleston trends• A home for all seasons • City meets country• 20% Switch Charleston• Outdoor living space• Collective Art Wall• 80’s inspiration• Vintage Kitchen with color • Bathroom Design Trends: Clean and Green

– http://www.carolinajoe.com/blog/index.cfm/2010/7/11/Bathroom-Design-Trends-Clean-and-Green

Competition AnalysisDirectSmall Firms

IndirectLarge Firms

Complementary

• The Anderson Studio• Ginger Bruton• Hunter Phelps Interiors• Orchid interiors • Ci Ci Moss • Elizabeth Stuart design• Cortney Bishop• Chatfield Interiors• Sandra Ericksen

•Haute Design•Lowes /Home improvement•Retailers- C&B etc•DIY• IKEA•http://wecora.com/

•Darren•GDH

Competitive advantage

Point of Differentiation:• Architectural Interior Design • Contemporary with a mix of Old/New style• E-décor

Consumer Needs

• A concept• Understanding• Interpretation• Communication• Adjustments

• Flexibility• Visualizations • A design• Finished product

Boutique Design Firm• Small firms• Custom designs• Custom products• High-end clientele • E-décor

Segmentation

Target Market

• Residents who need design from start • Builders who need layouts/ floor plans• New designs• Commercial designs• Residents who need a redesign• E-décor- people with lower budgets, need

ideas and how to implement them

Positioning

Brand/Mind• Designer as Brand– Top of the Mind awareness for designers style

Integrated Marketing Mix

Product/Service Issues • Time constraints- i.e. if item or sample needs to be shipped • Need logo on all paper work, all items given to client• Green Geared- but lack of “green” work

Service/Product Issues

Needs:• Updated website to better reflect firm and designer• Constant social media updates• Ways to connect with potential clients• Current and continual blog with design tips and updates on

projects• Word of Mouth

– Speak with previous clients– Reach out to builders & businesses to design office/lobbies

Promotion Issues

• Clients budgets• Costs of products• Cost of service• LDS budget – Marketing Budget??

Pricing Issues (Costs and Viability)

• Delivering products• Showing clients samples• No store front• E-décor

Place Issues

Implementation Process

• Interior Design, Architectural Interior Design,• Products made by designer• E-décor • 20% Switch Charleston- Low Country Local

First

Services & Products

Premium Pricing • High price for high-end designs

– COGS + premium price per hour

ORCost Plus Pricing (% of what cost are) • Hourly plus cost

– Keeping in mind as economy grows COGS will rise as well

Pricing Strategy

Charleston, SC

• New studio location ideas: “NoMo” – Article:

http://www.crda.org/news/local_news/creative__nomo___hip__new_businesses__residents_revitalize_corridor_in_upper_peninsular_charleston-1678

Placement

Integrated Marketing Communications

• Partnering with Architects, Builders and Realtors• Premium Pricing Strategy• Day of the week design tip on

FB/Blog/Twitter/Pintrest• Giveaway: – E-décor: Design one room for free every 4-6 months

• Get featured in article or magazine – Skirt

Integrated Marketing Communications

• Online portfolio and physical portfolio • Position brand with the designer and POD in the

mind of consumers so they think of Deidre Alexander as her specific style with top of the mind awareness

• Tradeshows to network with above and showcase for potential clients

Giveaway

• E-décor one room for free –Spring cleaning giveaway

Client Organizers

Client Organizers

Potential Clients/Partners

• The Cigar Factory• East Central Lofts• http://www.schmittwalker.com/• The Beach Company- The Boulevard • http://www.coxschepp.com/plans.php

• Referrals• New clients• Website clicks• Facebook/Blog/Twitter/Pinterest/Groupon/

Instagram– Likes & Shares & Subscribers

Control Process

Obstacles & Contingency plans

• Budget• Contingency plan:– remain in current location until business has

expanded and have more capital– Utilize current marketing such as WOM– Referrals– Facebook/Blog/Twitter/Pinterest– Website