Review Existing Marketing Plan and Evaluate Strategies
Need to review the given company’s existing marketing plan and evaluate strategies
Introduction – Sunday Creative.
I started this business at the end of 2018. My background was in Home Renovation, running a Retail & Install Company with my family. I wanted to pursue a more distinct, artistic Style, and so created Sunday Creative. The business is quite niche and is not meant to speak to mass-appeal.
After many trips to Bali, I developed a product line of homewares. I hired a Sheridan Intern, and we began creating a website and an Inventory. My foothold in the Toronto market is important to me, as I have collaborated with various artists, retailers and freelancers here.
Sunday Creative is a Design Studio with a distinctly Bold Aesthetic. Our style is both Urban & Bohemian. Our love for Eclecticism is resonant in our Work and product selections. We have an Online Shop with Homewares from Bali, a Line of reinvented Vintage furniture, and offer Extensive Design Services and Custom Work.
Currently we work in Toronto almost exclusively. Our website is built on Squarespace, www.sunday-creative. com with Shopping, Our Instagram is our main mode of Advertising @_sundaycreative
V I N TA G E – Reinvented Unique Vintage pieces stocked in the “Store” Commissioned Pieces for clients
HOMEWA R E S – Handmade Original Product from Bali stocked in the “Store” Drop-shipped Furniture & Mirrors from local vendors Drop-Ship Art
D E S I G N SERV I C E S – Interior Design Home Staging Sourcing E-Design / Concept Boards
A R T I S T RY –Mural Work in Client Home Moulding Walls in Client Home
WAL L PAP ER – Original Design Wallpaper – made to Order, “stocked” in store Custom Pattern creation
B E S P O K E – Small Furniture Custom Design & Creation Custom Pillows
- Multi-faceted Brand.
As laid out, we have various segments of the Business, which I am considering folding into 2 Businesses.
I need some Ideas on this. Considerations include :
- Keeping all Homewares & Design as one brand, & moving Web Design to another
- Keeping the Homewares Online Shop as one brand, and moving the Interior Design services to another ( and the Web Design to yet another )
- Maybe the Web design & coaching with eventually be one brand ?
- Maybe it is all one brand and thought of as more of a “Concept Shop”.
- How important is a Shoppable Instagram ? Possibly multiple Instas need to be made.
- How would the Brands connect to each other ?
- Multiple Audiences
Right now we have a few audiences we are looking to speak to : • Home Staging – Realtors
- Design Services, Homewares, Mural Work, Art, Vintage Furniture – Home Enthusiasts / StyleMavens( general Public )
- Design Services & Gifts – Contractors
- Web Design – Small Business Owners
- Collaboration – other Artists Eventually:
- Coaching – Entrepreneurs, Artists
Currently Working alone, I need a plan to divide tasks into Creative/ Innovation & Mechanical. I need to farm out a lot of the mechanical tasks to an Intern. I also need help with the Overall Strategy & direction
Toronto is definitely our Market – especially the Urban parts. Suspected target audience is 28-55 yrs, both male & female ( more female ), with mid-higher income, looking to express themselves through their Home, & who place importance on uniqueness and individuality. But, I could be wrong. We need to find our Tribe. We need to know where people who love our stuff, “hang out”. And meet them there. Then, we need a plan to rinse & repeat. Our Online Shop ships across Canada, so the reach there can be infinite. Whereas, Toronto is best for Custom Work.
A lot of what we “do” is not necessary to clients. It is unique. People don’t know they want it, until they see it. Our ability to Educate consumers, on WHO we are, WHAT we have and WHAT we do, is paramount. Part of this is SEO optimization, part of this is Reach ( getting in front of more people, and especially, the right people ). Many parts of what we do, people might not know, even exist. IE – Do you know that we can make Custom length Lumbar pillows out of any fabric, for the bed? Or, that we can work with you to create a custom pattern & turn that into wallpaper? Or that we can refinish an old piano using matte paint? Awareness is key.
We have not raised any money to date – the business has been self-funded. The following segments need funds: • Storage space for Inventory • Money for New Patterns/Prototypes • Advertising on Google & Facebook/Insta Moreover, Item Margins & Profit needs to be Re-analysed.
Currently, I am doing Custom Web Design. This is a facet of the business I would like to Grow, tremendously. This is where a lot for my interest lies, and it enables me to work effectively, in a remote fashion. Again, I’m not sure if this is the same brand or should be marketed as something separate. The line between Interior Design and Web Design, is not all that large, as similar principles apply. However, I realize the target markets do differ.
C o a c h i n g In the Ideation stage only – I would like to pursue an Online Coaching Series/ Workshop. I haven’t determined the content – could be Design-related, or it could be more general in the area of “Creativity”. This requires extensive resources & time to shape and structure. I need a distinct plan for this – from Inception to Launch. However, I need to again, figure out, which Brand umbrella this might fall into. Looking to Launch a podcast to this avail.