1. ClientResearch
ReportandStrategic
Recommendations
Attention: Rae Pardini
Client: hooRAE
Date: 10 November 2015

2. Contents
Foreword p.1
Market Insights p.3
CompetitiveAnalysis p.6
Social MediaAnalysis p.10
Social Media Strategy p.13
PR & Partnerships Strategy p.16
Web Platform Recommendations p.24

3. Foreword
When envisioning hooRAE, we look not where the company is today, but how the
company can grow in the near future. hooRAE entered the market as a differentiated
service provider. It started offering a variety of pre-wedding event planning services,
when the traditional focus was on the wedding planning itself.
In examining the previous success of events hosted by hooRAE, it is obvious that Rae
has both the skill and the passion to design unique, well-executed, and individualized
events, all within a reasonable budget. However, the main challenge that hooRAE faces
is brand awareness. With proven success among personal connections and referrals,
hooRAE ultimately strives to break through this barrier and increase the company's
market presence.
We recognize this challenge and chose to address this with three overarching goals:
1. To elevate social media activity and capitalize on the large and continuously growing
variety of online wedding-based channels.
2. To identify a variety of partnerships with like-minded companies who practice similar
positioning, tone, and target audiences.
3. To promote an e-commerce strategy via affiliate marketing, both widening hooRAE’s
product selection for the consumer and driving increased revenues to hooRAE.
With these goals in mind, our strategists delved deeply into the following specific topics:
Market Insights - We started by stepping back and analyzing the current market: who
are our bridesmaids and bachelorettes, and what are their motivations and desires?
With this information, we could move forward determining how hooRAE could best
leverage and tweak its business to effectively serve these preferences.
Competitive Analysis - A review of similar event planning services revealed there is
nothing quite like what hooRAE specifically offers in the Fresno/Central Valley areas!
However, the mix of competitors we found do have their respective strengths and
weaknesses, and being constantly aware of the competitive landscape will surely help
hooRAE’s own operations.
Social Media Analysis/Strategy - Social media has clearly become increasingly
important for businesses in recent years. We were able to analyze hooRAE’s current
social media and pinpoint growth and engagement opportunities for the brand.
1

4. PR/Partnership Strategy - Creating mutually beneficial partnerships is integral for
expanding hooRAE’s reach. We introduced some great platforms to work with,
explained how to contact them, and determined how these partnerships could thrive.
Web Platform Recommendations - We examined the current website and
recommended improvements that include: intuitive user flow; clearer communication
that fully conveys the success of hooRAE’s services, and an integrated experience that
allows potential customers to be fully immersed in everything hooRAE has to offer, be it
social media, testimonials, or photo galleries.
Finally, in order to improve online retail store sales, we recommend a program called
“affiliate marketing,” which, similar to the PR/Partnership Strategies, aims to use
teamwork to create great results for all.
We hope that our research and suggestions align with the vision of hooRAE, and can
help to both advance current business operations and encourage long-term success.
Sincerely,
The imagiCal Team
2

5. MarketInsights
In order to better understand the target market, our team first gathered some
background information into the type of consumer to which hooRAE caters. Here are
some key findings from our research:
General
Brides-to-be are increasingly heading online to plan all their wedding and pre-wedding
needs. The three most popularly visited bridal sites are: Style Me Pretty, Ruffled, and
The Knot. They are on-the-go individuals who often access these sites on their
smartphones. In fact, 71% of couples access The Knot from their mobile devices.
BacheloretteParties
Friends of the bride-to-be are the ones typically paying for the bachelorette party. They
are often time and money conscious, as oftentimes these women are younger and are
attending several weddings in a year.
4 to 5 The average number of bridesmaids in a wedding. (The Knot)
$26,400 The average amount spent on a wedding. (Cost of Wedding)
$1,700
The average amount spent on an a wedding by bridesmaids. (US News
and World Report)
60%
The percentage of brides actively planning their weddings on their
mobile devices. (Bank Rate)
July to
October
The most popular period of the year for a wedding. (Library of
Congress)
27 Average age of a bachelorette in the USA. (The Atlantic)
10 Average number of attendees at a bachelorette party (Brides.com)
12%
Respondents who wanted the “traditional” bachelorette experience,
complete with tiaras, sashes and penis-shaped party favors. (Ultimate
Bridesmaids)
23%
Comparatively, the percentage that wanted a more personalized
bachelorette experience. (Ultimate Bridesmaids)
67%
Respondents who wanted their bachelorette party to feature dinner,
drinks and dancing with their girlfriends. (Ultimate Bridesmaids)
January to
July
The most popular period of the year to plan a bachelorette party.
(Ultimate Bridesmaids)
3

6. BridalShowers
Planning a bridal shower can be a stressful experience to the uninitiated. Participants
want peace of mind and help in bringing that special, intimate experience to life.
ResearchSummary
• Heavy mobile usage in pre-wedding and wedding planning suggests that optimizing
the website’s smartphone functionality is crucial. Developing an app may be a good
strategy later down the road.
• Make sure to focus advertising/promotional efforts from January to July.
• It is important to convey the message that hooRAE provides quality services to the
bridal party (particularly the bridesmaids), that make the process personalized,
convenient and financially accessible.
26 to 30
Age range of the majority (60%) of bridal shower participants. (Brandon
Gaille)
21%
Bridesmaids who reported that planning a bridal shower was their least
favorite part of the bridesmaid experience, compared to 7% of
respondents who said it was their favorite. (Brandon Gaille)
45%
Respondents who wanted help in bringing in a caterer, compared to
39% who wanted to make their own food. (Brandon Gaille)
37% Bridesmaids who want a relaxing experience. (Brandon Gaille)
20% Bridesmaids who want to travel somewhere. (Brandon Gaille)
76%
Respondents who planned to host the bridal shower in someone’s
home. (Brandon Gaille)
16% Respondents who plan to invite more than 40 people. (Brandon Gaille)
52% Bridesmaids who rely on Pinterest for ideas. (Brandon Gaille)
4

7. TipsfromaFellowProfessional
As part of our research into the market, we reached out to a fellow event planner in the
field to see what advice she may have to give. Below is information consolidated from
the interview. Please note that all the content below purely her opinion.
Tracy Lyons - Director of Sales at the Presidio Golf Course, San Francisco
1. Post photos after each event on Facebook: the fun, the outfits, the decorations and
shared memories.
2. Pay to promote your Facebook page. Facebook is the most highly recommended
social media platform.
3. PGC advertises their company on Twitter, Facebook, Pinterest and Wedding Wire.
They are moving more into Instagram, mirroring it to reflect content on the Facebook
page.
4. Here Comes the Guide is the best and most expensive place to advertise online.
They are a primarily bridal platform, but they can do any event including
bachelorette parties.
5. Vendor profiles are a great way to get out there on platforms like The Knot, Wedding
Wire, Here Comes the Guide and Todays Bride SF. A lot of companies let you have
vendor profiles for free, but they will only let you post contact information.
6. Open your web browser, type in “event services” (or a related term to your business)
and post ads on everything that pops up.
7. Bridal shows are a good way to grow followers. To approach potential clients, tone
down the “salesman” pitch and instead focus on emphasizing face-to-face
communication and learning more about the bride/her bridesmaids.
8. Fresno and the Central Valley may have a limited market. Once your business has
expanded, reach beyond these places and explore what can be done statewide.
9. Proposals are a big market right now.
10. A great feature to include in your website is an “Ask the Professional” element where
you can leverage your position as an expert, and offer tips and tricks on planning a
pre-wedding/pre-baby event.
If you would like to contact Tracy, you can email her tylons@presidiogolf.com,
or call 415-561-4661 (ext. 207).
5

8. CompetitiveAnalysis
To better inform our strategic recommendations, it was crucial to examine other similar
businesses that may be competing, directly or indirectly, with hooRAE. Here is a
selection of competitors for which we compiled an in-depth analysis, and key takeaways
from each one.
Bride’sNightOut
bridesnightout.com
Takeaway: Adding ‘extras’ like tips and tricks on how to plan a party can help engage
consumers and create a relationship with them. However, not engaging on social media
or updating website content can create the impression that your business has gone
under (whether or not that is actually true).
6
Services
• “Stylish gifts, supplies, entertainment, and event planning services
that turn ordinary pre-wedding events into memorable celebrations.”
• Party planning services: fee is 20% of the budget, $1200 minimum
• Party consulting services: for DIY-ers that need guidance on
resources, ideas and planning.
• They also put compile full party plans for clients to execute
themselves.
• Consultations are conducted by phone, email or in person, with
fees starting at $65 per hour.
Website
• Product catalogue detailing all favors, decorations, etc., on offer.
• Detailed party planning guides (including party supply must-haves
and cocktail recipes.)
• Media library of video and news segments in which they feature.
Social Media
Presence
• Not very visible or accessible on the website.
• Pinterest: more raunchy, playful images.
• YouTube: interviews, around 20-200 views each.
Strengths
• Good mix of services and products
• Explicit pricing makes it clear for the consumer.
• Guides and advice complement services.
Weaknesses
• Low social media presence.
• Website has not been updated since 2012, suggesting the firm is
no longer active.

9. EclecticEvents
discodolly.wix.com/eclectic-events
Takeaway: Creating a strong website that effectively communicates the brand is
important in connecting with a potential client. Details on services are useful, but without
engaging visual material it is difficult to stay interested. Good reviews are not worth
much if they are not publicized.
Services
• Full-service event planning
• Services include weddings, baby showers, anniversary parties,
proposals and gender reveals.
• Full service planning requires initial meeting with potential clients.
• Office is in Fresno.
Website
• Wix-hosted website. Looks old, with poor, outdated design and
formatting.
• Generic stock photographs convey little about the company and its
services.
• Gallery of company’s photos are small, equally generic and do not
include photographs with any people in them.
• Detailed information on the different type of services that they offer.
• Website is divided into tabs by service.
• Does not include any testimonials. Potential customers instead
need to search for the business on Yelp (5 star average, 13
reviews).
Social Media
Presence
• Rather subpar reach and engagement levels overall.
• Facebook: 268 likes. Posts are usually wedding albums or related
links. 5-star average for business based off 13 reviews.
• Instagram: 97 follows. Posts are either photos from events or
behind-the-scenes content. Irregular posting frequency.
• Twitter: 25 followers. Irregular posting and little engagement with
followers. Posts consist of related links, events and services.
Strengths
• Wide range of services.
• LGBTQ+ friendly.
• Strong reviews based off the few testimonials that are out there.
Weaknesses
• Poorly designed website fails to engage or persuade potential
customers. It looks outdated and lacks personality, and it gives the
impression that the services are likewise.
• Despite strong reviews, the company does little to promote them.
7

10. TheBach
thebach.com
Takeaway: People like to engage with services that help simplify the party/event
planning process. Despite being objectively impersonal, it conjures personality through
strong content on Pinterest and Instagram. Advertising opportunities on The Bach may
be something to look into further.
Services
• Online resource providing “classy bachelorette party ideas, curated
venue recommendations and the tools necessary to simplify the
planning process.”
• Tagline: “Simplified Party Planning for Complicated Bachelorettes!”
• Potential customers select their location, then their venue/ activities
(e.g. wineries, bars/clubs) which is added to an itinerary, and finally
add guests/contact info.
• Free service.
Website
• Step-by-step process from location to choosing guests is fairly
simple and intuitive.
• You must register first in order to make an itinerary and select
guests, but this process is easy too.
Social Media
Presence
• Facebook: 7400 likes. Page shares related articles and blog links,
but there is minimal user engagement. Updates every 2-3 days.
• Instagram: 18,100 followers. Bright and clean aesthetic and uses
general hashtags (#weddinginspo; #bridesmaid; #bachelorette) and
a unique hashtag (#shareyourbach).
• Pinterest: 3,600 followers. 119 boards featuring gift ideas, party
ideas, humor and looks for inspiration.
• Twitter: 850 followers, which include restaurants, bars, stylists and
beauty-focused accounts. Twitter shares blog links.
Strengths
• Can look at reviews of specific venues.
• Social/share ability with venues and reviews.
• Operates nationwide. In CA: LA, SD, Palm Springs, Sacramento,
SF, San Jose, Napa Valley.
• It is free to use, with advertising opportunities.
• Healthy following on Instagram and Pinterest.
Weaknesses
• Not personalized to suit one’s specific style/needs, just a curation of
things and places as a way to streamline bachelorette party
planning.
• Only helps those in major cities.
8

11. FairyGodmother
fairygodmotherco.com
Takeaway: A well-curated online presence (website and social media) is important,
especially including reviews from not only clients but other relevant parties, as well as
photo albums and hashtags that fit the brand.
Services
• Offices in both Bakersfield and San Diego, but are willing to travel.
• Wedding and special event planning (birthdays, corporate, baby
showers).
• Full-services packages that include coordinating on the day.
• Free initial consultation through online inquiry form.
• Flat fee charge for non-wedding events.
Website
• Layout is professional, with an extensive number of tabs and
pages, including a gallery showing photos from each type of event.
• Reviews, labeled “Applause," showcases strong evidence of quality
work. These come from clients, guests of the client and vendors.
• “Applause” supplements a 5-star average rating on Yelp.
• Blog posts recap events and provide vendor information.
Social Media
Presence
• Facebook: 4000 likes. 4.8 stars from 93 reviews. Features a photo-
heavy page with a “Meet the Fairies” photo album, highlighting
event coordinators.
• Instagram: 1300 followers. Uploads photos of events and behind-
the-scenes photos of employees’ lives (with the brand-specific
hashtag #lifeofafairygodmother).
• Pinterest: 445 followers. Typical inspiration boards and unique
concept and wedding photoshoots from their own events.
• Twitter: 275 followers. No original content; only links to Facebook/
Instagram content.
Strengths
• Wedding Wire Couple’s Choice Awards 2014, 2015.
• The Knot Best of Weddings 2014 Pick.
• Well-updated website and social media accounts.
• Comprehensive services, with reviews making it seem high-quality.
Weaknesses
• May be on the pricey side, based on Facebook price range.
• Actual prices are hard to find out without submitting an inquiry form.
9

12. SocialMediaAnalysis
We conducted a brief analysis of hooRAE’s social media accounts to identify areas of
success and areas for improvement. This was based off data collected on 10/5/2015.
Twitter
Facebook
10
Followers 1
Tweets 7
Last Tweet June 17
Average Retweets 0
Average Favorites 0
Content Strategy Linking content to Instagram
Analysis
Twitter account is outdated, and may not be the most
profitable platform on which to focus. It is difficult to the
brand’s target demographic effectively. The account could
be used as a repository of all other social media/blog
content. Tweets can link to new posts on other platforms.
Likes (Reach) ~380
People Talking About
This (Engagement)
3
Engagement Ratio 0.8%
Growth 0%
Average Likes 3-5
Average Comments 0
Average Shares 0
Content Strategy
Linking relevant articles/blogs, highlighting events that
hooRAE has organized.
Analysis
FB ads/analytics will allow brand to target demographic
semi-accurately. It is predicted that FB will have the greatest
reach, but Instagram/Pinterest will have greater engagement
with a new content strategy. More efforts need to be focused
on Facebook.

13. Instagram
Pinterest
11
Followers 500
Posts 70
Average Likes ~40
Average Comments <3
Average Shares 0
Content Strategy
Snapshots/best work highlights of events that that hooRAE
has organized.
Analysis
Follower/following ratio is low. Posting schedule is
inconsistent. Some filters are inconsistent with the fun and
bright brand aesthetic. We can optimize reach/engagement
by identifying more popular hashtags relevant to content. It
is predicted that reposting user generated content, such as
posts from clients, will increase engagement.
Followers 22
Content Strategy Inspiration pins and photographs of work highlights.
Analysis
The profile picture needs to change to reflect the company
logo. Pinterest houses the target demographic. The best
way to increase reach/engagement may be to start posting
DIY “pictorials” (e.g., DIY Easy Bridal Dessert Bar).

14. AnalysisSummary
Depending on objectives (reach vs. engagement), efforts should be put into optimizing
Facebook, Instagram and Pinterest, in that order of priority. Facebook is the social
media platform with the greatest potential for reach. Pinterest is the social media
platform with the greatest potential for engagement.
Considerations should be taken into ways to increase brand awareness and what types
of campaigns would have the most impact on the target demographic (giveaways,
weekly tutorials, etc.)
12

15. SocialMediaStrategy
GrowthTactics
Goal: Build followers across key social media platforms.
1. Repost content from more popular blogs and accounts such as Budget Savvy Bride
or Loverly, tagging the accounts on your posts (Instagram).
2. Maintain a consistent “theme” that conveys hooRAE’s party planning styles (all
social media platforms).
3. Continue to use general hashtags to capture a large audience and specific hashtags
to brand the business.
• Popular pre-wedding hashtags: #WeddingWednesday and
#BridesmaidsGoneWild (DesignMantic).
• Popular baby shower hashtags: #MomToBe and #Congratulations (RiteTag).
• Some ideas for hooRAE-branded hashtags include: #MyMatRAEmony,
#RAEmarkablemoments, or simply #TheLastHooRAE (Instagram).
4. Build a Yelp presence through reaching out to past clients; uploading the best
photos of a diverse event mix, and adding business details (Yelp).
5. Facebook ads allows users to target segments, geographically and demographically.
E.g. San Diego, Los Angeles and Sacramento are the areas where “Bachelorette
Party” searches were the most common in California (Facebook).
13

16. ContentTactics
Goal: Create content that will develop hooRAE’s brand personality.
1. Create listicle blog posts in the vein of BuzzFeed articles. Examples include: “17
Best DIY Gifts for Your Bridesmaid”; “13 Ways to Avoid Party Planning Disasters”
and “The Must-Have Event Planning Checklist” (post blog links on Facebook,
Instagram and Pinterest).
2. Post easy picture-based tutorials. Examples include: Bachelorette Dessert Bar, Easy
Bachelorette Party Favors (post on blog and then link on Pinterest).
3. These tutorials could also be made into a video engagement series — 15-second
videos that could include DIY projects or tips and tricks to party planning, while also
introducing Rae as a spokesperson for her brand (Instagram).
4. Regularly share and categorize pictures of events, including dessert bars, DIY
decorations and party favors (Pinterest, Facebook).
Pictured above: A sample Instagram post, with a quick tip that can engage followers.
The design is simple and replicable, but still attention-grabbing.
14

17. EngagementTactics
Goal: Build a relationship with followers to drive business.
1. Introduce a referral system and promote the system through all social media
platforms, particularly website and Facebook pages.
2. Formulate a user-generated content system, where if individuals share hooRAE’s
content on Yelp/Facebook or Instagram, they will receive some reward or discount
on the next service (can be contest-based).
3. Offer giveaways and flash sales of custom bachelorette/bridal/baby shower gifts
(working in conjunction with online store).
4. Post at specific times to catch followers at prime points. Different platforms have
different optimal periods. These are as follows (CoSchedule Blog):
• Facebook: Between 1 - 4pm, late into the week and on weekends.
• Pinterest: Later at night, especially on Saturdays (8 - 11pm).
• Instagram: Fairly steady engagement throughout the week, between 2-3pm and
8 - 9pm. Avoid Sundays, however.
15

18. PR&PartnershipsStrategy
We explored different online opportunities to increase hooRAE’s brand awareness. The
potential partners below are the ones we gathered to be the most effective in terms of
growing the company’s network, while requiring minimal effort on hooRAE’s part.
WeddingWire/EventWire
weddingwire.com
About
WeddingWire is the nation’s leading company serving the wedding,
corporate and social events industry. Launched in 2007, WeddingWire
is the largest and most trusted online marketplace connecting
merchants with engaged couples and party planners. Moreover,the
SaaS business platform powers the front and back office for tens of
thousands of event merchants, from venues and photographers to
caterers and entertainers. EventWire is the partner site that
specializes in event and party planning for any type of event.
Partnership
Opportunity
Ads could be placed on the WeddingWire site, furthering brand
awareness and exposure. Under EventWire, there are specialized
communities (“Celebrations” and “BabyShowerWire”) that are more
specialized online event directories. Advertising on both networks
reaches clients that are looking for services that hooRAE caters.
Partnership
Benefits
WeddingWire has a very large reach, and the specialized communities
within the WeddingWire/EventWire allow for greater targeting. People
looking into wedding vendors may peruse EventWire to find pre-
wedding services.
Contact
Information
You will need to become a member of the site, and then create an
online profile. From there, you can pursue advertising opportunities on
the website.
16

19. HereComestheGuide
herecomestheguide.com
About
Here Comes the Guide is a wedding planning service that covers
weddings, rehearsal dinners, receptions and/or bridal showers. They
have detailed information, photo galleries and virtual tours for
hundreds of wedding venues planning across California, to DC and
back. They screen hundreds of wedding vendors, such as bakeries,
party favor/invite producers, photographers and other services.These
services are then listed on the website to create an all-around easier
wedding hunt and process.
Partnership
Opportunity
Promotional opportunities can come from either (a) advertising on
their website, or (b) having hooRAE featured as a vendor.
Partnership
Benefits
By partnering with Here Comes the Guide, you would be able to
increase exposure for the company and for future potential partners.
Here Comes the Guide is a local (to Berkeley) company that has had
the same staff for many years. The company seems extremely
reliable, hardworking and organized. Vendors need to be certified by
the platform, and are therefore seen as credible and trustworthy. This
can bolster hooRAE’s brand image as well.
Contact
Information
For advertising purposes, call (510)-548-0440 or email Here Comes
the Guide at info@herecomestheguide.com. To become a potential
vendor, visit <tinyurl.com/HCTG-apply> and answer the listed
questions. Email your answers to Jenna Miller, Director of Vendor
Sales at jmiller@herecomestheguide.com.
17

20. TheBudgetSavvyBride
thebudgetsavvybride.com
About
Founded in 2008, The Budget Savvy Bride has been recognized as
the go-to source for brides on a budget, with its owner/editor Jessica
Bishop garnering television and radio coverage. The site offers
resources and tips on how to produce an affordable wedding
experience. It has been named as a Top 100 wedding blog by
BrideTide for the past four years. It has been listed as being in the top
50 wedding websites with the highest worldwide traffic.
Partnership
Opportunity
Advertising on the site or creating a custom campaign for them to run.
The platform also features a large Resource section, with sections
including “Bachelorette Parties," “Planning Tools” and “Wedding
Websites.” All of these are potential outlets with which there is
potential to connect.
Partnership
Benefits
The Budget Savvy Bride is a highly followed blog with a very active
presence on social media as well that may be able to be leveraged
(3,300+ Twitter followers; 5,800+ Instagram followers; 11,000+
Facebook likes; 21,000+ Pinterest followers).
Placing advertisements, or working with The Budget Savvy Bride in
other ways, can build exposure in the wedding market. This is
especially true considering its focus on affordable weddings, which is
in line with the hooRAE brand messaging for its pre-wedding services.
Contact
Information
Ad purchases work through the PassionFruit platform. Visit
<tinyurl.com/BSB-passionfruit> for pricing options and details.
To purchase a one-year listing in their Resource section, which
contains wedding/pre-wedding services vendor information, visit
<tinyurl.com/BSB-resources>.
You can also email ads@thebudgetsavvybride.com. Full media kits
are available at that address as well.
18

21. WeddingBlogs100
weddingblogs100.com
19
About
Wedding Blogs 100 is essentially an online database of wedding-
related blogs. It has been curated by BrideTide, a wedding poll and
opinion specialist, since 2009. Since then, Wedding Blogs 100 has
become a resource that many couples use to plan their weddings. The
list is updated every 90 days to ensure that all blogs present on their
website are still active. Blogs are divided into different categories — by
geography, style and services.
Partnership
Opportunity
Firstly, hooRAE can nominate itself as a top wedding blog to claim its
spot on the database. Please note that blogs need to have been
active for over one year before qualifying for nomination. For more
information, visit <tinyurl.com/WB100-nominate>.
Secondly, hooRAE can become a sponsor and advertise on the
Wedding Blogs 100 website. This entails getting your brand logo
(125x125 pixels) to display on every page of their website, for a rate of
$499 per 6 months. Visit <tinyurl.com/WB100-ad> for more details.
Partnership
Benefits
Wedding Blogs 100 has the prestige of being the top result whenever
someone searches “wedding blogs” on Google. This directly reaches
couples who are just starting to plan their wedding. Furthermore, the
vast majority of their visitors are women and in the 25-34 age range.
Even without partnering, Wedding Blogs 100 represents a great
resource for looking into other blogs (what they are doing/ potential
partnership opportunities with them instead).
Contact
Information
Their general email address is info@weddingblogs100.com. They also
have a Twitter account under BrideTide (@bridetide).

22. TheSouthernCaliforniaBride
thesocalbride.com
20
About
Recently established in 2014, The Southern California Bride is a
regionally specific wedding blog providing inspiration for the SoCal
bride-to-be. The blog is active, posting several posts per month. It also
has a presence on Twitter, Instagram, Facebook and Pinterest. It
features articles on wedding styles and services, as well as a vendor
network for related companies.
Partnership
Opportunity
The Southern California Bride has an atypical vendor network,
choosing to limit the number of their selections into a ‘Vendor
Boutique’. Professionals must be vetted through an application
process for an exclusive membership.
The benefits of a membership include: a private Facebook group (for
internal networking opportunities); a brand profile on the website;
social media promotion and tracked link information. Memberships
have an annual cost of $275. A-list memberships come with even
more benefits, at $449 per year. For more information, visit
<tinyurl.com/SCBride-vendor>.
Partnership
Benefits
The website targets hooRAE’s market directly. According to their
reported demographics, 92% of site visitors are female and 55%
reside in California. Visitors also average in the 25-34 age group.
They have a strong social media reach too, with 3,100+ followers on
Facebook; 9,100+ followers on Instagram and nearly 18,000 followers
on Pinterest.
Contact
Information
To apply for vendor status, visit <tinyurl.com/SCBride-apply>. They are
also reachable by email at hello@thesocalbride.com.

23. Loverly
lover.ly
21
About
Loverly launched on Valentine’s Day 2012 by one-time maid of honor
Kellee Khalil and her team of former bridesmaids and groomsmen,
with the aim of simplifying the wedding planning process. It is
marketed as a “one-stop shop” for wedding planning, where brides
and grooms may find ideas, people to hire and things to buy.
They are very active on social media. In particular, they run a highly
successful Instagram blog with over 200,000 followers.
Partnership
Opportunity
On the website, hooRAE can create a free vendor profile page, where
it can upload and tag pictures of its products and services and then
begin reaching Loverly users via search. To sign up as a Loverly
business, visit <tinyurl.com/Loverly-vendor>.
Online advertising opportunities are also available — visit
<tinyurl.com/Loverly-ad> for more details or email sales@lover.ly. To
get featured on Loverly’s Instagram account, hooRAE can post photos
with the hashtag #soloverly.
Partnership
Benefits
The website claims to have 2.6 million influential and highly engaged
users. Its Instagram has 200,000 followers.
Contact
Information
There is no explicit email address on the website, but clicking on the
“Contact” section of the website will open up a submission box for
inquiries.

24. StyleMePretty
stylemepretty.com
22
About
Since 2007, Style Me Pretty has brought chic, stylish weddings to the
masses. It boasts pages of gorgeous wedding and bridal fashion
inspiration from real brides and grooms. They are branded as refined
elegance mixed with a twist of modern design, and a must-read for
every planning bride. The website features “Do It Yourself” projects,
wedding photos, a Vendor Guide, and a Look Book.
It is one of the most highly acclaimed and researched wedding
bloggers in the modern market. They have a robust social media
presence.
Partnership
Opportunity
If hooRAE were to get involved with Style Me Pretty, it would first have
to be a blog recipient/reader. After this happens, hooRAE may be able
to become a potential vendor or perhaps get a shoutout on one of
Style Me Pretty’s posts.
Partnership
Benefits
Leveraging Style Me Pretty could provide more exposure. Through a
blog like this, hooRAE could reach many millennials that will outsource
inventive and creative ideas to their friends as well.
Contact
Information
To be featured on their vendor site as a potential pre-wedding event
planning service, hooRAE would have to apply through their online
membership service. Visit <tinyurl.com/StyleMe-apply> for more
information.

25. AdditionalCreativePRStrategies
1. Featured Sponsored Content
Similar to a blog post (but a bit more extensive), frame a story about one of hooRAE’s
previous clients. Have this article featured on one of the various wedding websites. The
narrative must be cute and unique, to the extent that companies would feel inclined to
have it featured. Additionally, it should highlight the hooRAE brand specifically, and why
its services are necessary in taking the burden off of those involved in the wedding.
2. Special Occasion Instagram Contest
Run a contest over Instagram that reaches out to ask hooRAE followers to submit their
favorite memories regarding either Valentine’s or Mother’s Day - and why that memory
remains so special.
The contest could be titled “RAEmarkable Memories” and it could be publicized through
Instagram direct message and across all of hooRAE’s social media platforms. Rae will
then be able to judge the concepts and ideas (perhaps even keeping a blog post series
reacting to select submissions). The winner will then be offered a free/discounted rate
bringing to life an event related to Valentine’s or Mother’s Day.
3. Non-Wedding Related Partnerships
There are other types of businesses that hooRAE may be able to partner with that are
not directly in the wedding industry, but whose consumers align with the target market of
hooRAE nevertheless. Examples could include craft stores such as Jo-Ann Fabric, Pat
Catan’s Arts and Crafts, or Michaels.
23

26. WebPlatformRecommendations
We examined hooRAE’s current website and developed strategies to optimize flow and
build engagement with visitors. We then developed an e-commerce strategy utilizing
affiliate marketing for the online retail store, along with locating potential vendor partners
for hooRAE.
WebsiteOptimizationTactics
1. Implement a Pop-Up Introduction
Often on competitors’ websites, there would be a pop-up box that appeared as a visitor
entered. It may be beneficial to implement a similar feature to greet visitors. There could
be an option to sign-up for hooRAE’s mailing list.
Alternatively, if the pop-up feature is not feasible, the mailing list sign-up can be moved
to the very top of the front page, thereby capturing visitors’ attention when they first click
through.
2. Revamp Services Page
Under the “Services” section, there should be a sample photo of each type of event,
with a price point and a mini-description. This should link to a corresponding gallery of
photos of each event if possible, thus giving a potential client a fuller impression of
hooRAE’s services for each specific need.
3. Upgrade Testimonials
Currently, testimonials are ‘hidden’ in the “Photos” section of the website. This means
that potential clients must click on the galleries before reading testimonials of past
clients. In order to make these important evaluations of hooRAE more visible (and
therefore improve brand image), testimonials should become its own section.
Furthermore, consider also getting not only client testimonials but also guest and vendor
testimonials to show how great hooRAE’s services are from all sides. Cultivating a Yelp
page would help with garnering more reviews and quotes from past attendees and
clients.
4. Restructure General Layout
Currently, the galleries of photographs are organized by client. From the point of view of
a potential client, it would be more intuitive to organize the galleries by type of event.
The tabs that organize the website could be reordered to create a more logical flow,
reflecting the order in which potential clients may approach the decision-making
process. Therefore the tabs should be ordered: Home > About > Services > Photos >
Testimonials > Shop > Blog > Contact.
24

27. 5. Plug Social Media
Social media should be made more prominent on the website to build followers on these
alternative platforms. An option could be having the pop-up introduction ask visitors to
follow hooRAE on various social media platforms, particularly its Instagram, Facebook
and Pinterest pages. Moreover, the social media icons on the very top of the website
could be made larger and more prominent to attract more click-throughs.
6. Engage Visitors with Expert Advice
To build hooRAE’s reputation as a knowledgeable event planning business that can
deliver, include either a “Tips and Tricks” or “Ask a Professional” section where Rae can
share professional advice on event planning. These topics can be very simple (e.g., 3
Favorite Winter-Themed Cocktail Recipes) — but they convey the message that
hooRAE is an expert at what it does, and it wants to help everyone to become a better
event planners themselves. An “Ask a Professional” feature could engage visitors by
asking them to email/Tweet in questions that Rae can answer herself. These features
can either become their own sections, or be integrated into the hooRAE blog.
Pictured on the following page: A mockup of an updated Services section of the
website. Each image represents a service that hooRAE offers.
When a visitor hovers over an image, a description of the service with its key
information would pop up (for this image, it would be a Bridesmaids Brunch). Visitors
would then be able to click through to a gallery of event photos related to said service
Please also note the larger prominence of social media/newsletter buttons and the
revised tab order.
25

28. 26

29. OnlineStoreRecommendations
Recommended Store Integration Process: “Affiliate Marketing”
What is affiliate marketing?
Affiliate marketing is a method for one company to sell its products by recruiting
individuals or other companies (known as “affiliates”) who market the company’s
products in exchange for commission.
Visit Enterpeneur.com for more details at <tinyurl.com/af-mark>.
How does it get measured back to hooRAE?
1. Affiliate purchases are tracked when a customer who has received your referral
clicks on an affiliate link on your page.
2. He/she is redirected through the servers of your chosen affiliate marketing network,
onto the online retailer’s website.
3. Once the tracking process has been secured based on the clicks of a referred
customer and the affiliate’s cookies have been set, the customer checks out on the
retailer’s site.
4. Through this click-tracking process, the business will be able to track which
purchases come from what affiliate.
For further information, please visit <tinyurl.com/tracking-purchases>.
27

30. Pictured above: A mockup of the proposed Shop page, with images of a vendor’s
products separated by type (apparel, decor, etc.) Clicking on a product photo will
redirect visitors to the main site of sale.
28

31. Potentiale-CommercePartners
1. Beau-Coup
2. Bridal Party Tees
3. Etsy (Vendors)
4. The Bachette
Products Gifts for bridal parties, bridal showers and baby showers.
Opportunity
Beau-coup has an established affiliate program, with an expectation of
>10 client order per year, commissions of >10% and an average order
size of $150. More information about the program can be found at
<tinyurl.com/BC-affiliate>.
Contact Affiliate manager can be reached at affiliate@beau-coup.com.
Products Custom bridal-themed apparel and accessories.
Opportunity
If hooRAE has any personalized designs, there are opportunities to
customize the products and sell them through this company.
Contact
Website: bridalpartytees.com
Email: customized@eretailing.com
Products Varies by vendor, but Etsy covers everything pre-wedding and more.
Opportunity
Contact specific vendors selling on Easy about forming potential
partnerships. For example, The Little Bridal Shop or Marry in Blue.
Contact
The Little Bridal Shop: thelittlebridalshop.etsy.com
Marry in Blue: marryinblue.etsy.com
Products Bachelorette-party themed products.
Opportunity
The Bachette is a relatively new company that may be looking for
partners to expand their brand.
Contact
Website: bachette.com
Email: info@bachette.com
29

32. 5. Before the Gown
6. The Baked Equation
7. Wedding Chicks
8. Paperless Post
30
Products Personalized bachelorette/bridal party boxes.
Opportunity
It provides brides and bridesmaids the personalized experience that
they are looking for in the market, in order to make the event extra
special. It is also a newer company looking to expand their brand.
Contact
Website: beforethegown.com
Email: beforethegown@gmail.com
Products Personalized baked goods.
Opportunity
The customizable baked good products may be a great expansion into
“will you by my…” events, bridal showers and bachelorette parties.
Contact
Website: thebakedequation.com
Email: melissa@thebakedequation.com
Products Personalized bridal party, grooms/groomsmen and baby-related gifts.
Opportunity
Products are in line with a variety of hooRAE’s services. The products
fit with the branding aesthetic of hooRAE.
Contact
Website: shop.weddingchicks.com
Email: davina@weddingchicks.com
Products Paper and online invitations catering to a variety of events.
Opportunity Artistic, creative bachelorette and bridal party invitations.
Contact
Website: paperlesspost.com
Leave a message: paperlesspost.com/about/contact

33. Thankyouforyourtime.
Consultants
Timothy Ma Project Manager
Sofia Pardini Account Manager
Connie Chen
Jeffrey Chen
Patricia Flynn
Mariah Grimwood
Sarah McLaughlin
Mitchie Nguyen
UC Berkeley’s award-winning advertising team and creative consultancy
For more information, please visit calaaf.com