MARKET RESEARCH PROJECT

Marketing Campaign Project Template

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Marketing Campaign: "Crafting Connections" - Building Trust and Driving Growth for JuaKali Online

[Your Name] [Course Name] [Date]

Definition of the Problem

JuaKali Online, while offering a unique and ethically sourced collection of Kenyan handcrafted goods, faces a significant challenge in expanding its international market share. The Market Research Project indicated that while there is interest in authentic African crafts, potential international customers exhibit low brand awareness and a degree of hesitancy regarding trust and the legitimacy of online purchases from a Kenyan-based platform. This manifests as low conversion rates from website visits to actual sales in international markets and a higher reliance on the domestic Kenyan market for revenue. The problem, therefore, is to build brand trust and increase international sales for JuaKali Online by effectively communicating its value proposition, ethical sourcing practices, and the positive impact of purchases on Kenyan artisan communities.

Target Market/Audience

The primary target market for this campaign is ethically conscious consumers aged 25-55 in North America, Europe, and Australia who:

• Show an interest in unique, handcrafted items and artisanal products (as indicated by online search behavior, engagement with relevant social media content, and participation in fair trade or ethical consumer communities).
• Value ethical sourcing, fair labor practices, and sustainability.
• Are willing to pay a premium for authentic and high-quality goods that have a positive social impact.
• Engage in online shopping and are comfortable with e-commerce transactions, but may have reservations about purchasing from less established international platforms.
• Are likely to be influenced by authentic storytelling and demonstrable impact.

Secondary target audiences include:

• Gifting buyers: Individuals looking for unique and meaningful gifts with a story.
• Interior designers and retailers: Those seeking ethically sourced and distinctive home décor and accessories.

Communication Objectives

The overarching communication objective is to build trust and increase international sales conversion rates for JuaKali Online within the next 12 months. Specific objectives include:

• Increase brand awareness: Achieve a 20% increase in international website traffic and social media engagement within the first 6 months.
• Build trust and credibility: Increase positive mentions and reviews of JuaKali Online's ethical practices and product quality by 15% within 9 months.
• Drive international sales: Achieve a 10% increase in international sales revenue within the 12-month campaign period.
• Educate the target audience: Clearly communicate the story behind the crafts, the artisans, and the positive impact of their purchases.

The Message (AIDA Model)

The core message of the "Crafting Connections" campaign will focus on authenticity, ethical impact, and the unique story behind each handcrafted item.

• Attention: Capture the attention of the target audience through visually compelling content showcasing the beauty and craftsmanship of the products and the vibrant culture of the artisans. This will involve high-quality photography and videography featuring both the products and the artisans in their workshops in Kenya. Headlines and visuals will emphasize the uniqueness and ethical sourcing of the items (e.g., "Discover Authentic Kenyan Craftsmanship with a Purpose," "Handmade with Heart, Empowering Communities").
• Interest: Generate interest by telling the stories of the individual artisans, highlighting their skills, traditions, and the impact of JuaKali Online on their livelihoods and communities. This will be achieved through blog posts, short documentaries, and social media narratives that offer a glimpse into the creative process and the lives of the makers. Product descriptions will go beyond mere features to emphasize the cultural significance and ethical journey of each item.
• Decision: Drive desire and encourage consideration by showcasing the quality and unique value proposition of the products. This will involve customer testimonials (both domestic and international), highlighting the satisfaction of owning a JuaKali Online piece and the positive feeling of supporting ethical trade. Clear calls to action will be integrated into all communication channels, offering incentives for first-time purchases (e.g., a small discount or a donation to a community project with the purchase).
• Action: Facilitate purchase by providing a user-friendly and secure online shopping experience with clear shipping information and transparent return policies. Post-purchase communication will focus on reinforcing the positive impact of the customer's purchase, sharing updates on the artisan communities, and encouraging repeat business and referrals.

Communication Channels

• Personal Channels:

  • Social Media Engagement (Instagram, Pinterest, Facebook): Direct interaction with potential customers through comments, direct messages, and Q&A sessions. Sharing behind-the-scenes content and engaging with relevant ethical and artisanal communities. Influencer collaborations with ethical fashion and home décor influencers to showcase products and share authentic stories.
  • Email Marketing: Personalized email campaigns to segmented audiences based on their interests and purchase history, nurturing leads and providing exclusive offers and updates on new artisan stories.
  • Live Online Events/Webinars: Hosting virtual events showcasing artisan demonstrations, cultural insights, and discussions about ethical sourcing, fostering a direct connection with the audience.
  • Partnerships with Ethical Retailers/Pop-Up Shops (Strategic): Collaborating with established ethical retailers in target markets for limited-time pop-up shops or showcasing JuaKali Online products in their physical stores to build trust and provide a tangible experience.

• Nonpersonal Channels (Media):

  • Online Advertising (Social Media Ads, Google Ads): Targeted advertising campaigns focusing on keywords related to ethical shopping, handcrafted goods, and Kenyan crafts, reaching the defined target audience.
  • Content Marketing (Blog, Articles, Videos): Creating valuable and informative content that tells the story of the artisans, highlights the ethical sourcing practices, and showcases the cultural significance of the products. This content will be optimized for search engines to attract organic traffic.
  • Public Relations: Seeking media coverage in publications and online platforms focused on ethical business, sustainable living, and African culture to build credibility and brand awareness. Press releases highlighting new artisan partnerships and community impact initiatives.
  • Display Advertising: Utilizing visually appealing banner ads on relevant websites and blogs frequented by the target audience.
  • Partnerships with Tourism Boards and Cultural Organizations: Collaborating with Kenyan tourism boards and international cultural organizations to cross-promote JuaKali Online and reach individuals interested in authentic Kenyan experiences.

Message Source(s)

JuaKali Online will primarily utilize the following message sources to build authenticity and trust:

• The Artisans Themselves: Featuring the voices and stories of the individual artisans through videos, interviews, and quotes on the website and social media. This humanizes the brand and provides direct evidence of the craftsmanship and ethical impact.
• Customer Testimonials: Showcasing positive reviews and experiences from both domestic and international customers to build social proof and trust in the platform and product quality.
• JuaKali Online Founder/Team: Positioning the founder and team as passionate advocates for ethical trade and Kenyan artistry, sharing their vision and commitment to empowering local communities.
• Visual Storytelling (Photography and Videography): High-quality visuals that authentically capture the beauty of the products, the skill of the artisans in their workshops, and the vibrant cultural context of Kenya.
• Certifications and Partnerships: Highlighting any fair trade certifications, ethical sourcing partnerships, or collaborations with reputable organizations to further validate the brand's commitment to ethical practices.

Potential Outcomes

The successful implementation of the "Crafting Connections" marketing campaign is expected to yield the following potential outcomes:

• Increased Brand Awareness: A greater recognition and understanding of JuaKali Online among the target international audience.
• Enhanced Trust and Credibility: A stronger perception of JuaKali Online as a legitimate and ethical source for authentic Kenyan crafts.
• Higher International Sales Conversion Rates: An increase in the percentage of international website visitors who make a purchase.
• Improved Customer Loyalty: Building a base of repeat international customers who value the brand's ethical mission and unique products.
• Positive Brand Association: Linking JuaKali Online with positive values such as ethical sourcing, community empowerment, and authentic craftsmanship.
• Increased Social Impact: Generating more income for the partnered artisans and contributing to the economic development of their communities.
• Potential for Expansion: Increased brand recognition and trust could pave the way for future expansion into new international markets.

References

1. Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education. (Focuses on building brand equity and trust)
2. Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education. (Provides foundational marketing principles)
3. Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill Education. (Covers various communication channels and message strategies)  
4. Smith, P. R., & Chaffey, D. (2017). Emarketing excellence: Planning and optimizing your digital marketing (5th ed.). Routledge. (Focuses on digital marketing strategies)
5. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. (Discusses the role of social media in marketing)
6. Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. Sage. (Relevant for understanding online communities and consumer behavior)
7. Hsu, C. L., Oh, H., & Assaf, A. G. (2012). Why the online travel agencies are more profitable than hotels. International Journal of Hospitality Management, 31(3), 118-126. (Provides context for online retail in the tourism/crafts sector)
8. Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Online word-of-mouth versus offline word-of-mouth: Relative efficiency in driving new customer acquisition. Journal of Marketing Research, 46(6), 690-704. (Highlights the importance of testimonials and word-of-mouth)
9. Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York University Press. (Discusses the integration of different media channels)
10. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall. (Provides insights into consumer motivations and decision-making)
11. Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education. (Another key text on understanding consumer behavior)
12. Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education. (Updated perspective on brand building)  
13. Fill, C. (2014). Marketing communications: Brands, experiences and participation (6th ed.). Pearson Education. (Covers the broader aspects of marketing communications)
14. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113. (Examines content strategies across different social media platforms)  
15. Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790. (Discusses the role of social media in brand building)

This comprehensive marketing campaign plan provides a framework for JuaKali Online to address its identified problem, target its desired audience, communicate effectively, and achieve its objectives. Remember to adapt and refine this plan based on any specific requirements or information from your actual Market Research Project.

Sample Solution