Implementing Digital Media Digital and Social Media Plan Shannon Heffernan- 10178159 Timeline 1. Executive Summary 2. Overview of Business 3. Situational Analysis 4. Brand Analysis 5. Business Objectives, Digital Goals, and KPIs 6. Strategy – Persona Definition and Value Proposition 7. Tactics and Action a. Channel Strategy (social media, website, blog, seo, paid media etc..) b. Detailed Content Strategy 8. Control – Measurement & Analytics/Indicative Budget 9. Conclusion 10. References/Sources Introduction Fuschia is a makeup company that started out in 2005 opening its first store in Scotch Hall in Drogheda.They have a second store in the Pavilions Shopping Centre in Swords. As well as being stocked in salons and pharmacies all over Ireland. All of their trade partners are trained in the Fuschia way so you will get that ‘Fuschia look’ wherever you shop. They provide top quality make-up products while helping women to feel great about themselves. “We don’t just sell make-up, we sell confidence, We like to think that we sell happiness in a jar! Make-up applications are a huge part of our business and we have a team of amazing make-up artist working for us. We really enjoy spending time with our clients helping them to achieve the look that they want”. Due to the increasing use of Digital Media and Social Media, and the good web presence of Fuschia’s competitor’s, Fuchsia is in a disadvantaged position with there lack of creativity and digital footprint. The aim of this plan is to develop and design a Digital Media strategy plan for Fuchsia Makeup. To Design and implement fuchsias online performance, overall business objectives are defined, which builds the basis for the derived digital objectives to overcome Fuschia’s inferior market position. The overall business objectives follow the aim to implement a well-working webpage and online shop as well as increasing the awareness for the local store and the online shop. However, the derived digital objectives that are inspired by the RACE model, aim to implement the following digital media channels respectively actions: Website and online shop, blog, Search Engine Optimisation, Search Engine Advertising, Digital Display Advertising, E-Mail marketing, Social Media (Facebook, Twitter, Instagram,) and YouTube. In order to target Fuschia’s audience a segmentation of the overall makeup market is necessary. Furthermore, the aforementioned channels will be used to address these target groups appropriately. In addition, an extensive KPI dashboard is designed to measure and monitor the effectiveness of each channel as well as to ensure that the set objectives will be reached. Finally, the budget of approximately €10.000 is estimated to carry out all that activities. .