Prepared by Zhuoying Liao

▪Do you know how many square miles of Rainforests are damaged in one year?

56,000 Square miles

/Year

48 Football Fields

/ Minute

20% Rainforests are Damaged

▪Did you know how much wood is being wasted in production?

▪After a tree has been chopped and processed for lumber, furniture, and other big items, what happens to all the rest?

▪Eco-friendly, handcrafted wood accessories.

▪ Donate a percentage of each purchase to help preserve the only 80% left of rain forest.

▪People love nature lifestyle, but too many brands are in the market.

▪How can we build our unique brand awareness?

ANSWER

▪Short Term Plans +Long Term / Ongoing Plans

▪Multiple Channels

For people aged 18-34, mostly male, who like shopping some designed fashion accessories online,

BRANCH & ROOTS is an eco-friendly handcrafted wooden accessories collection brand.

That designed wooden sunglass is one key benefit which took in more than half of revenues.

Unlike the other wooden product brands, BRANCH & ROOTS also helps saving the rain forests and reducing the wasted woods, make customers look good and do good.

▪ Patrick Janelle: Age 25-34, who works in a fashion magazine and always seeks for some new designed brand that has high-quality accessories, especially sunglasses and watches. He likes nature lifestyle and is interested in wood material products, will purchase on the accessories which attract him but also looks for a deal or the coupon.

▪ Sa Guaglioni: Age 20-25, college girl, interested in all the fashion collections. She has followed a couple of fashion bloggers so that she can find out more designed or fashion brand accessories from their daily pictures. She would like to purchase the hit accessories if her following bloggers show them in their posts.

Our goal this year is to increase website traffic by 25% in order to exceed revenue of last year by 15%.

Objective KPI Tactic

Traffic # of Unique Visits SEO, Paid Ads, Social Contents

Data from April1, 2017-Aug 15,2017

Tactics Metrics Tactic

Objective

Tactic-level KPI Channel Paid/Earned Stage

SEO SEO Traffic # of Unique Visits On-site, Off-

site, Keywords

Paid Acquisition

Paid Ads Google

Ads

Traffic Click-through-rate

(CTR)

Google

Adwords

Paid Acquisition

Social Ads Traffic # of Ad Views Facebook Ads

Instagram Ads

Paid Acquisition

Retargetin

g

Revenue Click-through-rate

(CTR)

Facebook

Instagram

Paid Retention

Content

Marketing

Social

Contents

Brand

Awareness

# of Social

Followers

Facebook

Instagram

Earned Acquisition

Retention

Email

Marketing

Lifecycle

Emails

Traffic Click-through-rate

(CTR)

Mailchimp Earned Acquisition

Referral

Emails

Revenue # of referral

Customers

Emails Paid Retention

▪ On-site SEO:

SEO (SEARCH ENGINE OPTIMIZATION)

Data from Screaming Frog SEO Report

▪ Keywords Optimization:

Keyword Avg.monthly

searches

Competition Intent Suggest

Bid

Wooden sunglasses 10K-100K High Low $1.16

Handmade sunglasses 100-1K High Low $1.75

Handcrafted wood 100-1K High Low $0.83

Best wooden sunglasses 100-1K High High $1.28

Eco friendly sunglasses 100-1K High High $1.15

Eco sunglasses 100-1K High Low $1.00

How to build your woodcrafts - Low High -

Current Site Your Proposed Revision

URL https://branchandroots.com/ Branchandroots.com

Title Tag Branch & Roots: Branch & Roots Branch &Roots: Handcrafted Wood

Meta- Description Hand crafted wood watches, wood sunglasses and wood

accessories.

Eco-friendly, the finest handcrafted

wood sunglasses, wood watches,

and wood accessories.

Optimization for Home page

Optimize website contents (Title Tag, Meta Description, URL, Image Names)

▪ Off-site SEO: Expanding Your Links

Outbound and internal links:

Reach out to handcrafted accessories and wood products

around US and Canada to build up partnerships.

Build social media presence

Link social medias to the homepage

Follow us by

PAID ADS (A/B TEST)

▪ Google Adwords

Version A Version B

Objective:

Use Google Ads to create brand awareness via paid Ads, in order to bring in more organic

search traffic, finding out which version can be more attractive by A/B test.

Audience:

For the audiences who are searching for handcraft wood or wooden sunglasses.

Target: 1,000 clicks/week

▪ Social Ads (Facebook + Instagram)

Shop NowBRANCHANDROOTS.COM

Objective:

Use Social Ads to reach out more potential audiences who do not know this brand and bring

in more traffic.

Audience:

Social users who are in North America, like the similar accessories.

Facebook:

Link to the

collection page of

website, each item

picture links to its

product page.

Target:

1500 Ad views/week

Instagram:

Link to the collection

page of website.

Target:

1000 Ad views/week

▪ Retargeting:

Objective:

Use retargeting displays on social channels, getting audiences’ touch point in customer journey in order to increase revenues.

Audience:

Social users who have clicked our social Ads or visited our landing page, or our social followers.

Offer:

20% discount +Free shipping

Target:

5.8% Conversion Rate

BRANCHANDROOTS.COM Shop NowShop Now

EMAIL CAMPAIGNS

▪ Lifecycle Emails

Welcome Email

Confirmation Email

Win-back Email

Thank-you Email

▪ Promotional Emails

▪ Referral Emails

Objective:

Use lifecycle emails to build up brand awareness, and increase the traffic

and revenue by promotional and referral emails.

Audience:

Subscribers + Users

Target:

25% Click-through-rate

▪ Website Contents

More storytelling about the brand, add more product contents and reviews on the site.

▪ Social Contents

Build up brand awareness vis content marketing which can call more interactions with audiences via Facebook / Instagram.

CONTENT MARKETING

Objective:

Use Website, Facebook/Instagram as the interaction medias with customers and

influencers, improve retention and engagement.

Audience:

Customers + Social followers

Target:

1 new content/week,

1 min content reviewed

▪ Social Influencers Deep Collaborations

Show product sample in picture

Introduce the brand in their lifestyle blogs

Interactions with influencers in comments/hashtags

Influencers can also be some relevant media, collection design platform

Objective:

Acquire more potential audiences (brand awareness) via

the forwards or references of popular social influencers.

Audience:

People who are the audiences of those influencers

Target:

1 new influencer collaboration/month

OPTIMIZATION: LANDING PAGE

Current Desktop Version

▪ Issues:

Too many contents in one page;

No social presence;

Barely can see Email subscription button;

▪ How to solve:

Make it simple;

Add social presence on the bottom;

Bigger and clearer Email subscription button;

Highlight benefits information

Change the color of call-action button

Current Desktop Version

Current Mobile Version

▪ Total Spend:

Spend $5800 for the next three months to validate this approach

▪ Channels:

Focus on organic search channels (SEO, Adwords) and social channels (Facebook/Instagram) as that the data from Google Analytics shows those two channels work well for the traffic.

Media Website Return on Ad Spend (ROAS)

Site

Name

% of

Spend Budget CPC

Conversion

Rate

Conversio

ns

Avg. Order

Value Revenue ROAS Goal

Delivered

ROAS

% vs. ROAS

Goal

Paid

Search 34% $2,000 $1.50 3.50% 47 $75 $3,500.0 50% 75% 0.5

Faceboo

k 43% $2,500 $1.20 2.50% 52 $70 $3,645.8 50% 46% -0.083333

Instagra

m 14% $800 $0.80 1.00% 10 $78 $780.0 50% -3% -1.05

Referral 9% $500 $1.00 1.00% 5 $70 $350.0 50% -30% -1.6

Total

Budget 1 5800 $0.85 2.31% 113.75 $73 $8,275.8 150% 43% -0.715421

CRAFTED FOR DURABILITY. DESIGNED FOR AESTHETICS.