Campaign proposal for Liz James Designs, a small jewelry store in Austin, TX. Our audience was not marketing executives, but a small business owner with only basic experience in advertising. Thus we developed and pitched our campaign that was simple and elegant, yet heavily digital and analytical.

1. PRESENTED BY ICE MEDIA

2. 2
EXECUTIVE
SUMMARY
8STRATEGY
& INTEGRATION
21
SUGGESTIONS &
RECOMMENDATIONS
24MEASUREMENT
27MOVING
FORWARD
Table of Contents

3. Executive Summary
& Situational Analysis

4. Executive Summary
Here at ICE Media, we want to introduce a
campaign for Liz James Designs that creates
a family through stories. This campaign runs for
one calendar year and it focuses on highlighting the
original style of jewelry and easing the shopping
experience. Shoppers are looking for a social
experience when they look for jewelry. Liz James
should be able to provide an engaging shopping
experience that will encourage customers to come
again and tell their friends.
Our primary target market will be women aged
35-65 who make $150k+ per year. This market can
be divided into 2 segments: Baby Boomers and
Generation X. We not only want to target these
women, but we want them to share their experiences
with their friends and on social media.
Finally, we want to focus on digital executions such
as Search Engine Optimization (SEO), revamping the
website, the blog and launching an email campaign.
We also suggest a proposed retail location and a
digital marketing firm here in Austin. Liz James does
not need to focus on traditional advertising, as we
believe your story can be better captured and spread
via digital media. Using those stories to bring the
company and consumers together into a family will
help sell Liz James as a brand.
3

5. Situational Analysis
The Situational Analysis answers who Liz James is, introduces primary and secondary research efforts and S.W.O.T. analysis
PRIMARY RESEARCH
Our primary research was based on store and event observations. We
learned that the average Liz James consumer looks for a social shopping
experience. Shoppers bring in their friends, daughters, and family
members to help decide on purchases. Liz James is seen as a “friend”
and shoppers want to buy because of her friendly persona. At other
stores around Austin, ICE Media noticed that consumers always look for
validation of their choices. They want their friends and family to tell them
their choice of jewelry is nice. We also noticed that consumers would point
out jewelry pieces they have had for a long time. They want those jewelry
staples that stick with them and last throughout fashion shifts.
SECONDARY RESEARCH
Who is Liz James? (Existing Brand Identity)
Liz James is all about the detail. Her jewelry inspires elegance, and it
presents classic pieces that can transform every woman’s wardrobe into an
effortless ensemble. Women are meant to feel beautiful and comfortable
wearing her designs; furthermore, Liz James pieces are appropriate for
any occasion, from the carpool lane to the evening gala. Quality and detail
are what make Liz James so unique, and this is the reason why her jewelry
stands the ‘Test of Time’. One of our favorite ‘looks’ is Liz James with a
classic T-shirt and blue jeans, with light, versatile earrings and a matching
necklace. Her pieces reflect your personality; you can wear them long,
short, or even double a necklace as a bracelet which allows you maximum
versatility. Let these pieces help you build your own personal story. Liz
James is an everyday experience that will make you smile every time you
put it on.
Design Philosophy
There are no exact rules. From layering old pieces with new ones, to
mixing metals, anythings goes. Her mother’s crosses and pearls are an
iconic element to many of the designs she makes. Liz James is a mixture of
metals and stones that give a unique depth to every design, so each piece
manifests something unique that prevents customers from looking exactly
alike. She uses semi-precious stones, 14-karat gold fill and sterling silver
wire. Jamie Pope is an incredibly visual person, constantly processing what
she sees and uses that to inform her designs at Liz James.
• Semi-precious stones only bought personally in China
• All jewelry is handmade in USA
• Names of each piece originate from first purchaser for convenience
• Liz James is ‘not trendy.’ She is original and classic
Key Insights
1 Jewelry shopping is a social event
2 Consumers want a positive in-store experience
3 Shoppers want the most value for their dollar
4 Consumers want companies to engage with them even when they’re
not in the store
SWOT
Strengths
• Original
• Versatile
• Local
• Strong social media presence
• Single seller & designer
Weaknesses
• Not well known
• Not easily accessible
• Small office
Opportunities
• Retail space closer to downtown
• Hiring a local digital marketing
firm
• Create a stronger story and sense
of family
Threats
• In store experience
• Shopping ease
4

6. DIRECT
Eliza Page
has a retail location on 2nd street downtown Austin, and features over
30 designers. The store regularly hosts jewelry events and trunk shows,
and their jewelry ranges from under $100 to over $1,000. Eliza Page has
been featured in InStore Magazine as well as Tribeza. They also distribute
coupons on RetailMeNot.com.
Stella & Dot
has grown into a global brand that relies heavily on “social selling,” which
includes buzz on social media. A large portion of Stella & Dot’s sales comes
from direct selling within trunk shows. When a host holds a trunk show,
they receive style rewards for lower pricing on products in the store.
Golden Thread
is located in Houston and represents a line of handmade custom jewelry.
Founder, Jennifer Welker, personally designs and customizes each
handmade piece in her Houston studio. Golden Thread does not have
a retail location, but pieces of their jewelry are displayed in Saks Fifth
Avenue and small boutiques locally as well as outside of Texas. Necklaces
have been seen on Pippa Middleton, and the brand has been featured in
People Style Watch, InStyle, and Redbook magazines.
Haley Lebeuf
is also hand crafted jewelry centered on the qualities of beauty, fun, and
practicality. Described as earthy and raw, her jewelry represents Haley’s
experience in Austin. She does not have a retail location, but her jewelry
can be found in stores in Austin and Houston.
Evaluation: Liz James should emphasize the importance of her brand independence and
the unique story her jewelry tells her consumer. Many competitors feature jewelry created by
other designers, so Liz James needs to stand out as a brand that representing only one.
INDIRECT
Nordstrom
is a high class department store with its primary customers being women
age 25-50. Women shop in this department store in search of quality
clothes, shoes, and accessories, therefore convenience is a major factor
because all things are in one place. Nordstrom sends out catalogs every
month with new fashions and designs to keep customers up to date, and
this catalogue is also paired with an app that helps customers navigate the
catalogue quicker.
By George
is a high end retail store with three locations in Austin. The store showcases
jewelry from Rebecca Lankford designs and Charde Jewelers, receiving
100% of sales in store because the website is lacking ecommerce. By
George targets women and men via store location, social media, and word
of mouth for customers who are willing to pay more money for a quality
product.
Anthropologie
represents a trendsetting retail store for younger women seeking a unique
style. The women coming into Anthropologie resemble our secondary
target market for Liz James, ages 25-34, as well as stretching down to ages
18-24. The jewelry in Anthropology comes from a variety of designers, and
it reflects the same unique style held by the clothes in the store.
Evaluation: Liz James is a high quality brand that has something special and unique to
offer. The essence and story behind each piece of jewelry needs to be shown and highlighted
through the website and other marketing vehicles. As these competitors are a convenient
shopping experience for customers because of the variety of products are all in one location,
Liz James jewelry should manifest the quality and versatility of the product throughout the
advertising campaign in order to surpass the aspect of convenience.
5
Competitors
How do they do it and what can we learn from them

7. Target Audiences
Our primary target market will be women aged 35-65 who make $150k+ per year. This market can be divided into 2 segments: Baby Boomers and Generation X.
BABY BOOMERS
50-68, compose 23.6% of U.S. population
These women are now entering a time in their lives where they can
go back to pampering themselves. Most of them still have an active
career, but only 1 in 5 households have children under age 18. They
have more time to enjoy life outside of work, and spend more time
checking up on their kids in college. This said, buying a set of jewelry
for themselves or their daughter in school is a quick pass-time for
them.
The quality of the product plays a huge factor in their purchase
decision and brand loyalty, as does offering them a good store
experience that they enjoy.
BABY BOOMER PROFILES
Baby boomers span over two decades, therefore marketers targeting them would
benefit by looking at the generation based on the life stage factors that motivate their
purchasing decisions.
Harper, 52
Harper is married and has two
kids in college, which allows her
the time to go back to hobbies
she loves; tennis and art.
Her husband is an architect, and
Harper is also a CPA, so her
hands are always full, especially
around the beginning of the
year. After April 15th, she and
her husband love to go on
vacation and travel the states for
new adventures.
Sofia, 68
Sofia is also married with three
kids and two grandkids. Now
that she is retired she has a lot
of time to dedicate to family, as
both she and her husband are
very family oriented.
Between her grandkids’ soccer
games, the YMCA, and her
weekly game of Poker with her
girlfriends, Sofia is always on the
go and wanting to look her best.
BABY BOOMERS’TOP FIVE FACTORS“VERY IMPORTANT”TO PURCHASE
DECISIONS, NOVEMBER 2013
77% Getting the most value for my money
42% Having a positive experience in stores
42% Purchasing items at a discount
21% Buying something that makes me feel
good about myself
15% The opportunity to make purchases
online rather than in stores
Mintel: Marketing to Baby Boomers, January 2014
Primary
6

8. GENERATION X
35-44, compose 16% of US Population
These women are on the go and have entered into a time in their life where
is it no longer about them, but more about their kids. They are at the
peak of their careers and have limited time to themselves. They are great
multitaskers and their main concern is not wasting any time so they can
spend as much leisure time with their families. A huge concern for them at
this point in their life is keeping their identity and they don’t want to just
be seen as a “soccer mom.”
When alone, these women spend most of their leisure time surfing the web
or listening to music. They research products thoroughly first on retail sites
before making purchase decisions, therefore a strong, innovative site is
recommended.
We found that both segments in this target as well as our secondary target
are more likely to view emails if they offer them something in return. We
suggest offering engaging emails aided with small percent discount codes
to further entice your audience to be pulled to your website.
GENERATION X PROFILE
Audra, 40
Audra is a 40 year old wife and mother of 3 children residing in Westlake. She’s
an early riser because she must take her 2 youngest children, to Westlake Junior
High every morning and make it to her office by 8:30 am.
Audra started her own real estate company – JKB Realty – after graduating
from UT Austin in ’96 and it has flourished since then. She specializes in
high-end properties in West Lake, Downtown Austin, and Lake Travis and is
constantly holding open houses in these areas.
When she gets off work at 5 and immediately goes to pick her kids up from
cheer and football practice. Audra’s husband, Jake is a doctor at Westlake
Medical Center, and usually til 6:00 pm, so Audra and Jake usually prepare
dinner around 6:30 pm. After dinner they relax in the living room for the
evening.
WOMEN, 25-34
These women are just getting into their careers and beginning to make enough
to splurge on themselves every once in a while. In addition to this, some of
these women are newlyweds expecting their first children.
They are more willing to view social media promotions, filter through their
emails, pin on pinterest and engage in social media. If we want to drive traffic to
the website, these are our women to target. Our 35-65 age bracket will not be as
active on social media, especially the latter older half.
They are most likely to buy fine jewelry for themselves rather than as a gift for
someone else. They are drawn to brand names and are influenced mostly by
their peers when making decisions (want to impress). Also, they are drawn to
exclusivity and limited time offers.
Target Audiences cont.
Generation X composes the other half of our primary target audience, while our sencondary target audience consists of women ages 25-34
Secondary
7

9. Strategy & Integration

10. Positioning
This chapter begins with ICE Media’s vision and positioning for Liz James Designs against the chosen primary and secondary targets, and is then followed by the creative brief and executions
OUR VISION FOR LIZ JAMES
Our vision for Liz James Designs is to create the persona of Liz James,
connecting that story to consumers and allowing them to understand
the quality and personal touches behind each piece of jewelry.
POSITIONING
Liz James is positioned as a small jewelry business dedicated to finding
the best materials to make high quality jewelry for women to wear for
years to come.
We want to build the profile of Liz James as an authority on all
things jewelry. Liz James is about attention to detail and the depth of
knowledge on how to make quality jewelry, which is why we want to
build a story around her process of making these one-of-a-kind pieces.
We want to show owner, Jamie Pope, buying materials in China, the
design process, take-n-bake packages, trunk shows, events and feature
purchasing decisions by devoted Liz James customers.
To build this story we will put a focus on digital platforms with a large
emphasis on visuals. Content is important for any business, but great,
quality and eye-catching graphics and information are what engages
our target audiences of on-the-go moms and career driven women.
CREATIVE BRIEF
What are we advertising?
Jewelry
Why are we advertising?
To communicate the uniqueness, quality, and versatility of Liz James
Designs
Whom are we talking to?
We are talking to women of various ages, specifically women 35-65
and 25-34.
These are either career driven women, on-the-go moms, or empty
nesters. They like to be stylish and down-to-earth.
What do they currently think?
These women currently are getting into their careers or already are.
They need jewelry that can be thrown on in a second and step up an
outfit. They are moving away from costume jewelry and considering
quality and value more in the metals and stones that jewelry is made
with.
What do we want them to think?
We want them to think that jewelry can be easy to wear. We also want
them to think that good quality jewelry is made by the best.
What’s the SINGLE most important thing we can tell them?
Liz James is versatile, great quality jewelry.
Why should they believe it?
Liz James designs are hand crafted and made from high quality
materials meant to be worn for years to come.
Are there any creative guidelines?
Jewelry should be versatile.
Jewelry should have great quality.
Jewelry should last a lifetime.
“Everyday Elegance
Versatile Woman”
for the
9

11. Traditional Executions: Trunk Shows & Events
Trunk shows and events bring our target audiences together and generate WOM
TRUNK SHOWS
Liz James already does a great job at trunk shows. A majority of her
sales comes from these events. The only recommendation we have is
making a bigger deal about them by using social media and word of
mouth to entice people to stop by their booths. We love when new
customers drop by just because of the look of the jewelry, but we
also want people to be excited to see Liz James first and tell everyone
else about her. Social media should announce when trunk shows are
happening and tease the products Liz James will be selling.
BI-ANNUAL EVENTS (Spring & Fall Collections)
These should be scheduled around February (for Spring) and August
(for Fall). The Roman Holiday event was a great starting point for
Liz James but there is much that can be done. These events should be
hosted regularly. Major influencers from Austin (mainly), Dallas, and
Houston should be invited each time. These include bloggers, major
retailers from around Austin, and others. Name tags should be handed
out with personalized information so everyone knows who’s who. One
should be scheduled around a dinner and the other should be a more
informal event like Roman Holiday was.
10

12. Digital Media Vision
As we said earlier, most of our focus will be on digital media, both paid and earned. We want to turn your digital presence
into a so-called inbound marketing funnel that will constantly drive visitors to your website and ultimately, sales.
graph
11
“Inbound Marketing Explained.” Harlaco Webb. 16 Apr. 2014. http://harlacowebb.com/online-marketing/social-media/.
BUYER STAGE ADVOCACY

13. Digital Executions: SEO
Many small business owner’s have come to realize the importance of SEO, but unfortunately their beliefs do not meet current reality. SEO is
not just about creating as many backlinks and inserting as many keywords as possible anymore. ‘Social-Proof’ is the new reality.
Google Search Ranking Factors in the US
(spearman correlation coefficient, factors selected limited to those with coefficient >0.1)
June 2013
Google +1
Facebook shares
Number of backlinks
Facebook total
Facebook comments
Facebook likes
Pinterest
Tweets
% backlinks rel=nofollow
SEO visibility of backlinking URL
% of backlinks with Stop word
Length of URL
Number of internal links
Word count in anchor text
HTML length
Position of keyword in title (character)
Position of keyword in title (word)
% of backlinks from same country
Word count
Keywords in body
Keyword in external links
Text character length
0.40
0.34
0.34
0.34
0.33
0.31
0.29
0.28
0.25
0.20
0.18
0.16
0.15
0.14
0.13
0.12
0.11
0.11
0.110.11
0.11
0.11
0.11
Marketingcharts.com | Source: Searchmetrics
THE TAKEAWAY
This graph shows presence on social platforms such as Google+, Facebook, Pinterest and Twitter are the main determinants of Google Search Rankings. The
more presence and activity being shared through these platforms improves a company’s ranking in “organic” (un-paid) search results.
12
WHAT IS SEO?
Search Engine Marketing (SEM) can be acquired by use of Search Engine Optimization (SEO), which requires the adjustment of website content to gain a
higher ranking. SEO focuses on the visibility of a website in “organic” (unpaid) search results. SEO consists of different segments: image search, local search,
video search, and academic search. This is why website content and quality are important factors when it comes to owning a website and gaining more traffic.

14. Digital Execution: Website
Why is it necessary to redesign the website?
WEBSITE IMPROVEMENTS
A redesign of the Liz James website is necessary to cater to the new target
audiences and their web browsing habits. The redesign of the website will
have friendly navigation for both young and old ages. Lots of whitespace,
simple colors, easy-to-find tabs and links will allow consumers to find just
what they need when learning about the story of Liz James, browsing and
shopping, or reading the blog.
DRIVE TRAFFIC
One of the objectives was to drive traffic to the website and increase online
sales. Redesigning the website and easing the navigation will increase
traffic and online sales.
Gaining popularity on the web is no longer just about keywords, but about
great website content. Search engines like Google rank well-designed and
great content websites higher on search lists. Redesigning the website will
allow Liz James to gain better presence in natural, organic searches.1
MOBILE & TABLET FRIENDLY
Mobile-commerce is rapidly growing and implementing itself in
e-commerce. Although the majority of consumers still use a desktop to
make online purchases, mobile and tablet purchases are on the rise.2
Your
website needs a responsive design that is smartphone and tablet ready.
E-COMMERCE
E-commerce is growing and here to stay. Having a well-designed and
user-friendly website is important for any business to gain popularity and
sales. E-commerce allows businesses to reach out to more than their local
consumers and can allow a business to grow nationally. Women 35-54
believe that online shopping is more convenient than going to the store,
and women 18-34 believe that the selection of products online is better
than that at physical stores.2
LIST OF CHANGES
• Large, high-detailed photographs of jewelry on mannequins and models
• Macro photos. Show off that great detail you handcrafted into each piece
with vibrant, clear photos that make your customer believe they are hold-
ing the piece in their hands. If you don’t have good photos, no amount of
social media, Google AdWords or e-blasts will sell your product.
• Product videos that feature the movement of jewelry on the models and
can double for social media purposes.
• Update the “About” page; tell the Liz James story
• Bold Newsletter Sign-up
• Updated Link to Blog
• Place Re-Targeting Pixel (To be explained further in the book)
WEBSITE MOCKUP
1
http://www.forbes.com/fdc/welcome_mjx.shtml
2
Mintel: Online and Mobile Shopping
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15. Digital Execution: Online Video
Telling the Liz James story digitally and showcasing the movement of high quality jewelry
LIZ JAMES JOURNEYS
These videos will be shot for the intention of building up the persona
of Liz James. Such videos will capture the process of making a Liz
James piece from beginning to end. The travels, hand-picked stones,
and hand-crafted metals are what make each Liz James piece special,
so why not create a story around what makes them unique. Such
stories will emote and connect the consumer closer to the Liz James
persona of traveling and being down-to-earth, as well as ensure that
each piece is made simply for them.
Liz James Journeys video ideas include:
• Spring Collection Event
• Fall Collection Event
• Picking out religious items for religious occasions
These videos will be distributed through:
• Email Newsletter
• Blog
• Social Media (YouTube, Facebook, Pinterest, Google+)
E-COMMERCE
Creating 360-degree views of each jewelry piece will engage the
consumer more on the website and allow them to understand
how the jewelry looks on a person, how it lays and allows them to
determine sizing. These videos will be very similar to those found on
Amazon or competitor, Stella & Dot.
Up-close 360-degree videos of products are viewed by many
consumers. Nearly three-quarters of consumers (73%) say they are
more likely to purchase after watching videos that explain a product
or service.1
1
“Real-World Education for Modern Marketers.”
14

16. Digital Execution: Blog
Redesigning the Liz James blog is necessary to engage target audiences with the brand, increase traffic to
the blog and then to the website, and gain popularity in natural searches with quality content.
REDESIGN
Currently the blog stands alone and the link is hard to find. To make
sure that the blog is seen as an important part of the Liz James brand,
we propose renaming the blog from “Pearls on a String” to “Liz’s String
of Pearls.” We want to build the ‘persona’ of Liz James, making her an
authority on all things jewelry. The blog will be given a navigation tab of its
own on the website so it can easily be found.
SOCIAL MEDIA INTEGRATION
The Liz James blog is not just a place to post day-to-day journal posts, but a
stage to implement all social media platforms in one place. Content here or
content done on Instagram, Facebook, Twitter can easily be placed on the
blog or vice versa. This will allow the brand to cover as much online space
where our consumers are browsing. For example, an Instagram photo
taken by a customer can easily be featured as “The Photo of the Week,” on
the Liz James Blog.
DRIVE TRAFFIC TO WEBSITE
Once consumers read the stories behind Liz James on the blog or how the
jewelry can be used in everyday outfits, the consumer will be prompted to
visit the website and purchase jewelry.
SEO/SEM
Having a company blog that houses deeplinks gives the website more
credit. Great content means more credit and more credit means higher
rankings on natural searches.
15

17. Digital Execution: SEM
Optimizing the brand name for more natural search results & website traffic
WHAT IS SEM?
Search Engine Marketing (SEM) is a form of internet marketing that
involves promoting a website through Google AdWords. These paid search
results pop up at the top and to the side of search results.
RECOMMENDED STRATEGY
• Local Search: focus in Texas
• Image Search: optimize images, take quality photos
• Video Search: optimize videos
EXAMPLE KEYWORD GROUPS
• Metal Jewelry
• Versatile Jewelry
• Local Austin Jewelry
• Natural Jewelry
• Handcrafted Jewelry
EXAMPLE NEGATIVE KEYWORDS
• Cheap Jewelry
• Used Jewelry
Campaign
Creation
Expansion
Conservation
Bidding &
Testing
Data
Accumulation
Metrics & Social
Optimization
Bids, Copy,
Placement
Proven
Efficiency
Continuous
Optimization
SEM
Campaign
Cycle
Metric 2012 2013
Cost Per Click (CPC) $0.84 $0.92
Click Through Rate (CTR) 0.5% 0.5%
Conversion Rate 3.4% 8.8%
Cost Per Conversion $24.40 $10.44
16

18. Digital Execution: Programmatic Buying & Re-Targeting
Learning to advertise digitally on easy-to-use platforms
WHAT IS PROGRAMMATIC BUYING?
Programmatic buying is the application of artificial intelligence
and ‘big data’ to bid on an advertising digital inventory through
an advertising exchange. This can be done in real time for the
opportunity to show one specific ad to one consumer and in one
context.
WHY ADROLL?
One dashboard and greater insights
Because they have no minimum spend and they support all
formats (Display, Video, & Facebook Display). This means you
can manage all display campaigns through one dashboard, and
combine your data from all channels. This results in greater
insights from your consumer’s data. AdRoll also offers advanced
analytics and optimization strategies to stretch your dollar as far
out as it can go.
RE-TARGETING
Through a tracking pixel placed on your website we will be able to
follow your already-interested prospects across the web and serve
them ads wherever they are.
Web surfer
visits your
website
Web surfer sees
your ad on
other website.
Web surfer
leaves your
website for
another
website
Web surfer
responds to
your ad and
returns to
your website.
17

19. Digital Execution: Email
Adopting a fresh email campaign to create brand loyalty and drive sales
EMAIL LAUNCH
A fresh email launch will reach customers as efficiently as possible, and it
will allow us to tap into a channel that will maintain and grow the story
of Liz James. Reaching customers who have visited the store and provided
their email addresses will start a relationship, and build on the family
within your brand. Liz James is more than a store. It is a foundation on
which a story is being made and relationships are built.
This execution will also increase word of mouth between existing
customers and their friends because it is easy to spread around and
forward, as it is a quick way to get important information out.
Case Study: An Email Campaign From Online Jewelry Retailer1
Results achieved were:
• Reduced email volume by 52%
• Increased conversions by 24%
• Increased total revenue by 51%
• Click Through increased by 71%
• Open rates doubled to 7%
This execution will lay a solid foundation for future campaigns and should
include new designs, updates to the blog, coupons, and important events
coming up. As seen in the graph, email marketing has one of the top ROI
ratings, second to SEO.
181
http://www.marketingsherpa.com/article/case-study/re-permission-welcome-emails

20. Digital Execution: Social Media
Maintain a consistent presence across all social media platforms
TACTIC
When posting on social media, maintaining a consistent presence
is necessary for relaying important information to your target and
facilitating customer engagement. While the younger portion of your
target market is more likely to view Twitter and Instagram, the older
portion has a bigger presence on Facebook and Pinterest. By posting
on all four of these channels during high traffic hours, Liz James will
be able to reach and unify the whole target at any point in their day in
order to keep your brand on the top their mind.
A growing social media presence will encourage your customers to
interact with the Liz James brand by posting their own stories and
experiences with your jewelry, and tagging Liz James. In addition
to posting about Liz James products, asking followers to post about
themselves will put the spotlight on them and add a new dimension
to our growing story. We want to develop a conversation with your
audience and continue it throughout the campaign, always bringing
viewers back to the blog and the website in order to continue
increasing online sales.
MOCK UP
Keep your social media active and relevant throughout the year. In
addition to posting for monthly holidays, you can utilize a slow month,
say June or July, to recognize non-profits or style trends.
19

21. Digital Execution: Social Media Calendar cont.
Adopting a social media calendar can make posting and sharing quick and easy
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
8:00 am
10:00 am
12:00 pm
2:00 pm
4:00 pm
6:00 pm
8:00 pm
10:00 pm
AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JUL
Fall Launch
Back-to-
School
Austin
Fashion
Week
Breast
Cancer
Awareness
Thanksgiving,
Veterans
Day
Christmas,
New Years
New
Beginnings
Spring
Launch,
Valentines
Day
First Day
of Spring,
International
Women’s Day
Easter,
Family
End-of-
School,
Graduations,
Mothers Day
LJ Gives Back Fourth of July
CONTENT CALENDAR
SOCIAL MEDIA CALENDAR
Shown below are each of the four media outlets placed at peak times of the
day in which your target audiences are looking at that particular channel.
20
KEY
Facebook Twitter Instagram Pinterest

22. Suggestions &
Recommendations

23. Proposed Retail Location
Opening a retail location will increase revenue while also giving yourself a physical location to express your brand image
WHY RETAIL SPACE?
The necessary growth of a small business
Liz James Designs is growing fast and the studio space can only hold so
much. A retail location is necessary to expand the business and move retail
out of the studio, that way there is more room to create stunning jewelry
for years to come and allows a focus on sales and development.
LOCATION: SOUTH CONGRESS
Why South Congress?
Word of Mouth: Because Liz James is wishing to move outside the Austin
area and gain consumers in other areas of Texas, we feel that a retail
location in Austin will benefit Liz James with word-of-mouth. Having a
retail space on South Congress where locals and out of towners mingle will
create word-of-mouth throughout Texas and beyond.
STYLE & AMBIENCE
Liz James Designs retail space does not have to be a very large space, but
just enough to allow passerbyers to view the jewelry. The retail space will
embody the Liz James down-to-earth style: natural tones and use of stones.
The atmosphere will be easy going with great customer service from Liz
James employees. There will be a large emphasis on customer service and
assistance to those who walk through the door:
• a) personal stylists
• b) gift decisions
• c) care and instruction
• d) jewelry repair
Customers old and new will want to come to Liz James for their inviting
ambience and friendly, southern hospitality.
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24. Proposed Public Relations/Social Media Firm
For maintaining your presence online
WHY SUGGEST A PR/SOCIAL MEDIA FIRM?
We suggest using a local digital marketing firm to handle the
constant need of an online presence. “Sync Digital Marketing designs,
implements, and manages the entire online presence and marketing for
small businesses. Our clients are business owners that are aware of the
importance of digital marketing, but for whom it’s not cost-effective, are
not interested in, or unable to do their online marketing themselves.” 1
Sync describes their work as follows:
“Your organization’s website is no longer just a brochure. Online marketing efforts
are all part of, and work better as, a system. Branding, Website, Social Media,
Local Search, Mobile Marketing, SEO and SEM, and Email Marketing should
all work together. We bring centralization to your digital presence, and approach
digital marketing from a holistic point of view.” 2
Sync is slightly on the pricier end, but as your company continues to
grow in the upcoming years, we believe this will be a highly valuable
asset to your company. And provide a high ROI that will cover the costs.
1
http://syncdigitalmarketing.com/what-we-do/
2
http://syncdigitalmarketing.com/how-we-do-internet-marketing/
into ourvisibility
marketing efforts has allowed us
to eliminate significant ad budget that
was just being wasted.”
“The
of designbalance
expertise, marketing savvy, and technical
understanding.”
“A
23

25. Measurement

26. Media Flowchart
Type Vehicle Property 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Traditional Promotional Fall Line Launch
Traditional Promotional Spring Line Launch
Digital SEM Google Ad Words
Digital Social Facebook
Digital Social Twitter
Digital Video/Display Data Xu
JuneJuly August Sept October November December January February March April May
Media Total Spend % of Total Spend
Event #1: Fall Line Launch $5,000.00 20%
Event #2: Spring Line Launch $5,000.00 20%
SEM $5,000.00 20%
Facebook $4,000.00 16%
Twitter $1,200.00 5%
Programmatic Display/Video $4,500.00 18%
Contingency $300.00 1%
Total: $25,000.00 100%
Percentage of Total Spend
Media Breakdown
25

27. Budget
Clicks Conversion Rate Cost Per Click Sales Total Cost
5,217 8.80% $0.92 459 $4,800.00
Social Impressions Clicks Conversion Rate Cost Per Interaction Sales Total Cost
Facebook Marketing - Event RSVP 2,174 $0.29 $2,000.00
Facebook Marketing - Other 37,500 1.50% $0.08 563 $3,000.00
Twitter Promoted Tweets 10,000 0.50% $0.04 50 $400.00
Earned Media - Pinterest, Facebook, Google+, Twitter,
blogs, email, and other social shares 352,020 0.25% 880 $0.00
Clicks Conversion Rate Cost Per Click Sales Total Cost
12,857 1.25% $0.35 161 $4,500.00
2,112 $14,700.00
Events Attendees Conversion Rate Sales Total Cost
#1 - Fall Line Launch 150 135 $5,000.00
#2 - Spring Line Launch 300 195 $5,000.00
330 $10,000.00
$300.00
Sales Total Cost
2,442 $25,000.00
$202.00
$493,363.73
$400,000.00
19%
Traditional Totals
Misc.
Campaign Totals
65%
90%
Digital
Digital Totals
Traditional
SEM
Google Ad Words
Programmatic Display/Video
Ad Roll
Expected Profit of Campaign Sales (1 Year Duration)=
2013 Profit=
% Sales Increase=
Average Profit of Each Sale=
Contingency
26

28. Moving Forward

29. Moving Forward
Finding who Liz James is and where to go from here
We want to help your brand build a story. Within this story
are a multitude of things Liz James has to offer, such as
quality, versatility, customer service, and empowerment. In
addition to these, our team believes the greatest gift Liz James
has to offer is family. Anyone who is a part of the process
automatically becomes a part of that family. From the hands
who pick the materials and the women who “take and bake,”
to the final inspectors and the customers who have the joy
in taking home this one of a kind piece of jewelry, everyone
matters, and everyone has a place.
ICE Media wants to be a part of your family. Here at ICE, we
understand the importance of sustaining that online presence.
We understand what it means to be a busy woman on the go.
Our daily schedules need some of the Everyday Elegance Liz
James can afford. We believe that Liz James has a lot to offer, and
we are confident that by building and maintaining relationships
with our specific target audiences through a variety of channels,
we will be able to help you construct that. Now the pen is in
your hand. How do you want to begin your story?
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“Everyday Elegance”
to Liz James Designs...
Ready to bring
On behalf of Liz James Designs
Date
On behalf of ICE Media
Date

30. Meet the Team
What does everyday elegance mean to you?
Ashley Bingham
public relations
Gabriel Chambers
media director
Madeleine Dao
art director
Cameron Flores
account planner
Taylor Goodwine
account planner
“To me, everyday elegance
is being comfortable with
your own style. It’s being
proud to show off your
own confidence.”
“To me, everyday elegance
is living your life with style
and grace.”
“Everyday elegance to me
is taking advantage of life’s
little pleasures and doing it
in style.”
“I see everyday elegance
as someone who pushes
themselves everyday but
does so with so much class
that others can’t help but
be inspired.”
“Everyday elegance is found
in the little things in life. It
can be going for a long run
on a beautiful day or finding
that perfect necklace to match
your new dress.”
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