Finding solution to Denitsa's problems. And developing a marketing strategy for her personal brand.

1. MRK644SAA Group#3
Romina Popova
Andrei Andres
Umer Aftab
Jessica DiNorcia
Doga Ozden
Professor: Victoria Taylor
March 17, 2021
DANCING WITH
THE STARS

2. TABLE OF CONTENTS
01 Situational Analysis
➔ Problem Statement
➔ Goals
➔ SWOT analysis
02 Strategic Alternatives ➔ Personal Branding
➔ “One Method”
03 Tactical Plan
➔ Recommendations
➔ Implementation
➔ Budget
➔ Time Plan

3. SITUATIONAL
ANALYSIS

4. Problem Statement
While Denitsa’s growing fanbase has provided
her with more opportunities, her growing
popularity has also presented new challenges
like time constraints, lucrative brand partnerships
and commercial opportunities which she must
overcome in order to grow her brand following
her fame on “Dancing With The Stars”.

5. Goals:
➔ Maintaining connection
with her fans
➔ More offer/deals with brand
partnerships
➔ Active social media (daily or
weekly)
➔ Empowering Movement

6. ➔ Good Social media presence
➔ Likeable social media posts
➔ High fan engagement
➔ Three time champion
➔ Degree in finance
Strength
➔ Promote the 2024 Olympics
➔ Live streaming
➔ Post original content
Opportunities
➔ Hard for her to respond on social
media
➔ Limited partnerships
Weaknesses
➔ Losing personal touch
➔ Content remains consistent
Threats
SWOT ANALYSIS

7. STRATEGIC
ALTERNATIVES

8. Alternative 1:
➔ Small talks
➔ Sharing diet
information
➔ Ethical appeals
Alternative 2:
➔ Finding strategic alliances
using how to care introverts
and how to care extroverts
approaches
➔ Investing in the contacts that
already exists
➔ Marketing metrics
➔ instagram insights, facebook
insights, twitter insights,
hootsuite, social mention and
etc
Alternative 3:
➔ Sponsor
agreements
➔ Making promotion
of sponsor
company’s
products

9. Financial
Analysis
Sensitivity
analysis
ROI
Break-even Analysis
Break even point =
86837.88 / 7530 = 12 post
or
Break even point =
599.88 / 7530 =
0.07966533864541833
Rounded 1 post
If she is paying annual
salary
to a photographer:
Photographer Salary =
86,236
Fixed costs = 86837.88
Else:
“The average influencer on Instagram
charges $100 per 10k followers”(The Most
Important influencer Marketer Spending
Data, 5)
ROI = (7530*28) / (599.88 +
86236) * 100 =
242.80285983167323%
or
ROI = (7530*28) / (599.88) *
100 =
35147.02940588118%
Number of followers on instagram = 753K
Advertising revenue = $ 7530.00 per post
Adobe creative cloud annual plan = $599.88
Number of post shared last year = 28
Photographer Salary = $86,236

10. NETWORKING
➔ Focuses on one major
project
➔ Less tedious and
work
➔ Mainly focuses on the
community
“One Method”
➔ Establishing Brand
➔ Reconstructing the
community positions
➔ Digital Platforms
➔ (Social Medias)
Personal Branding

11. TACTICAL PLAN

12. Recommendations
Why Building a Personal Brand?
Based on our thoroughly research we understand
the goals and mission that need to be met. We
believe building a personal brand (1st Alternative)
would successfully reach the end goal.

13. Managing the tangible
and intangible
characteristics of the
brand
*Know yourself
Create opportunities
Updates
Have fun with it*
Collaboration
Most popular way to
connect with her
audience from all
over the world.
social media
networking
Social Media
Collaboration with:
Brands (dancing with
stars)
Past celebrities she
worked with or
upcoming
Events
Brand Management
Implementation
Alternative #1: Build a Personal Brand (Networking)
#BrandAwarness #Communication

14. Charge minimum of
$1000 for each post
with brand promotion
Instagram
Add insta masks to
increase followers
entertainment and own
statistics
Instamask
Hire a professional
personal manager to
lead Instagram
strategically
Manager
Sign up for self-
development courses
Self-Investment
Create a guide and
suggest it to the audience
As stretching, dance
basics, makeup tutorial
Guide for followers
Always be in the
center of attention and
visit events to gain
awareness among
other celebrities
Collaborations

15. Annual Costs
Social Media
➔ Instamasks
➔ Strategic Story Highlights
➔ Manager
$30,000
Brand Management
➔ self-investment
$8,000
Collaboration
➔ Dancing with the Stars
➔ Celebrities
➔ Events
$40,000
Total Expenses : $78,000
Budget

16. Time Plan
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Social Media
Brand
Management
(Logo, her name, etc)
Collaboration

17. THANK YOU!