Submission 2: Task 1 & 2

This blog will directly relate to the PSO which was constructed during submission 1; the chosen PSO was Online Arts & Crafts Tutorials.

Task 1: Target Audience for PSO

Behavioural: People who search our DIY key phrase on Google. (Discarded)

Advantages:

• Highlighting keywords chosen for PSO leads to better SEO.

• SEO increases traffic.

• High volume of searches for DIY. (See D11)

Disadvantages:

• SEO can be expensive. (Smith, 2018)

• Broad search term leading to non competitors dominating page 1 of Google. (D12)

Justification

• Broad search leading to SEO competition with big brands. (D12)

• Disinterest in PSO within the target audience. (A2)

Risk

• Not increasing PSO SEO potential leads to less traffic.

• 'Videos' Google Search results dominated by arts & crafts tutorials. (A3)

Locational: People who search Ryman Stationery on Google in the UK (Discarded)

Advantages:

• Ryman operates solely in the UK; creating relevant traffic.

• Target specific art culture regions, audience more likely to engage.

Disadvantages:

• Target audience not necessarily interested in PSO. (A4)

Justification:

• Locational is not necessary for an online PSO. (A5)

Risk:

• Miss out of targeting an established customer base.

Psychographic: People who follow “Arts & Crafts” pages on social media (Chosen)

Advantages:

• Reflects lifestyle and personality.

• Increases chance of interaction with our PSO as specialist craft trends engagement rising.

• Increases engagement with PSO.

Disadvantages:

• Requires detailed research.

Justification:

• Targets relevant consumers specific to our PSO

Risk:

• Low CTR on ads.

Task 2: Communication Objectives for PSO

Acquisition

Increase views on “Arts & craft tutorial” videos on Ryman Stationery YouTube channel from 0p/m to 2000p/m from January 1st 2019 to April 1st 2019. (Chosen)

Advantages:

• Increase brand and PSO exposure.

• Videos on YouTube have longer life span.

• YouTube has over 1.8 billion monthly users.

• PSO videos affect customer purchasing decision.

Disadvantages:

• Competitive marketplace.

• Producing consistent, relevant content is time-consuming.

Justification:

• Main platform for PSO leading to direct engagement.

Risk:

• Consistent, quality content needs to be produced to keep audience engaged.

Increase views on “Arts & craft tutorial” videos on Ryman Stationery Instagram profile from 0p/m to 2000p/m from January 1st 2019 to April 1st 2019. (Discarded)

Advantages:

• Increase social media presence.

• Cross platform promotion.

Disadvantages

• Inability to link directly to our PSO

• Not the main social media platform for our PSO.

Justification:

• Instagram videos cut to 1 minute.

• Does not guarantee interaction with PSO.

Risk:

• Missing out on exposure on a huge social media platform.

Increase number of Twitter followers for Ryman from 26,000 to 35,000 from January 1st 2019 to April 1st 2019 (Discarded)

Advantages:

• Already large following

• Cross platform promotion.

Disadvantages:

• Bot accounts.

• Low CTR.

Justification:

• Ryman largest social media following, building presence on other platforms a priority.

• CTR of 0.45% on accounts with 10,000+ followers

Risk:

• Not targeting large Ryman user base.

Conversion

Increase subscribers on Ryman Stationery’s YouTube channel from 425 to 1500 from January 1st 2019 to April 1st 2019. (Chosen)

Advantages:

• Increases Ryman YouTube channel views

• Increase presence and popularity of PSO

Disadvantages:

• Subscribers may not reflect target audience due to worldwide availability.

Justification:

• Direct future engagement with PSO.

• Users stay up-to-date.

Risk:

• Subscribers turn notifications off decreasing chance of interaction with PSO.

Increase Ryman Stationery’s Instagram followers from 5000 to 10,000 from January 1st 2019 to April 1st 2019. (Discarded)

Advantages:

• 80% users follow a business.

• Increased Instagram following could lead to increase interaction with the PSO (A6)

Disadvantages:

• 70% posts don't get seen.

• Unable to link directly from video to PSO.

Justification:

• Inability to link directly to PSO.

Risk:

• Miss out on a younger demographic

Increase the followers of Ryman Stationery’s Twitter account from 26,000 to 30,000 from January 1st 2019 to April 1st 2019. (Discarded)

Advantages:

• Large following

• Increase credibility

Disadvantages:

• Doesn’t lead to interaction with PSO (A4)

Justification:

• Followers not necessarily interested in PSO (A4)

Risk:

• Established user base to target.

Retention

Increase number of shares of Ryman Stationery’s YouTube “Arts and Crafts tutorial” videos on social media from 0p/m to 750p/m from January 1st 2019 to April 1st 2019 (Chosen)

Advantages:

• Increase current and future video exposure.

• Increase engagement with target audience.

Disadvantages:

• 0.22% CTR on education.

Justification:

• Increases current and future PSO exposure/reach.

Risk:

• May confuse consumer reception of Ryman. (A4)

Increase the use of #rymanartsandcrafts on Instagram from 0p/m to 500p/m from January 1st 2019 to April 1st 2019 (Discarded)

Advantages:

• Users can follow hashtags

• Builds PSO recognition

Disadvantages:

• Potential misuse of hashtags from trolls.

Justification:

• Only 30% of users use branded hashtags.

Risk:.

• Uncertainty for followers to respond or engage

Increase the number of retweets of Ryman PSO content on Twitter from 0p/m to 500p/m from January 1st 2019 to April 1st 2019 (Discarded)

Advantages:

• Exposure

• Could increase SEO for the PSO

Disadvantages:

• Not effective in promoting direct PSO

• Anyone can retweet, may not be directed at our target audience

Justification:

• Short life-span (D13)

Risk:

• Retweets increase content lifespan.

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Sophia Richmond: 16014958

Oliver Taylor: 16026205

Josh Johnson: 15063274

Gizem Kul: 15072538

Kong Shan Shan: 16058589

Total Word Count: 800