Internet Marketing Plan

Internet Marketing Plan (IMP) 1 of 62
Internet Marketing Plan (IMP)
For: So Chic Home Design& Staging
[www.sochichomedesigns.com]
Prepared On: February 22, 2014
Prepared By: Kendra Thomas
Email: kendranichols2016@gmail.com
Phone: 678-682-5781

InternetMarketingPlan(IMP) Page 2 of 62
Contents
Introduction......................................................................................................................................4
Executive Summary........................................................................................................................4
Organization & Product ..................................................................................................................5
History...........................................................................................................................................5
Strategic Plan & Focus .....................................................................................................................5
Mission Statement ..........................................................................................................................5
Overall Goals & Objectives.............................................................................................................5
Marketing & Product Objectives......................................................................................................6
Revenue Models.............................................................................................................................6
Target Market.................................................................................................................................7
Brand Strategy................................................................................................................................7
Brand Components .....................................................................................................................7
Brand Messaging......................................................................................................................10
Differentiation Points & Positioning ..............................................................................................12
Situational Analysis ........................................................................................................................14
SWOT Analysis ...........................................................................................................................14
Industry Analysis..........................................................................................................................15
Competitor Analysis .....................................................................................................................17
Company Brief.............................................................................................................................18
Customer Analysis........................................................................................................................18
Legal Analysis..............................................................................................................................19
Privacy Policies........................................................................................................................19
Terms of Use............................................................................................................................23
Internet Marketing Strategy & Tactics...........................................................................................24
Buyer Personas & Customer Roles ................................................................................................24
New Media / Viral / Social Media..................................................................................................25
Mobile .........................................................................................................................................25
Website........................................................................................................................................26
Conversion Goals .....................................................................................................................27
Landing Pages..........................................................................................................................27
Home Page...............................................................................................................................27
Funnel Navigation ....................................................................................................................29

Search Engine Optimization (SEO)................................................................................................37
Pay-Per-Click (PPC) / Paid Advertising .........................................................................................40
Email Marketing & Customer Messaging.......................................................................................41
Partner / Affiliate Marketing..........................................................................................................44
Offline Marketing.........................................................................................................................46
PR / Communications Plan............................................................................................................47
Financial Data & Projections..........................................................................................................54
Financial Projections.....................................................................................................................54
Budget.........................................................................................................................................54
Evaluation, Control & Continuous Improvement...........................................................................55
Measurement & Testing Plan (Analytics) .......................................................................................55
Resources & References .................................................................................................................60
Resources.....................................................................................................................................60
References ...................................................................................................................................60

1: Introduction
Executive Summary
As a new interior design company, So Chic Home Design & Staging lacks an online
presence, revenue, and brand awareness. The solution to this would be to provide the company
with an excellent Internet marketing campaign plan that will achieve these goals: build brand
awareness, increase website traffic, and increase revenue. This following plan includes
background information, research, and data of the boutique interior design company, So Chic
Home Design & Staging. The current state of So Chic Home Design & Staging is that it lacks
online presence.
The company has a website, blog, and social media pages on Twitter, Facebook,
Instagram, Youtube, and Pinterest. But these channels lack the content needed to drive traffic to
the main website. This plan provides solutions for campaigns that will be suitable for this issue.
These campaigns include various search engine optimization plans such as PPC (pay-per-click)
and SEM (Search engine marketing) ad campaigns. A social media campaign has been included
in this plan to help build awareness and increase revenue as well, which is the Influencer
Outreach campaign. There is also an analytics plan to identify online trends concerning the
business and how to analyze the data in order to develop further marketing campaigns. This
marketing plan also includes information on managing the company’s brand to the public with
public relations. The public relations campaign will provide a plan for So Chic Home Design &
Staging to build online awareness as well as manage their online reputation.
This entire marketing plan will be implemented one step at a time starting with building
content, content management, and the implementation of the influencer outreach campaign with
social media channels. The next step would be to implement various SEM campaigns. Utilizing
social media will have a major advantage for So Chic Home Design & Staging because their
competitors are not as active on social media. This would be an opportunity to promote the brand
and connect with the target audience.

Organization& Product
So Chic Home Design & Staging is a home staging and interior design/redesign. The
company is a full service boutique home interior design/ redesign, home staging, and
reorganization, and furniture refurnishing company. This company also provides holiday
decorating during the holidays as well as paint color consultation and personal home décor
shopping.
History
Located in Indianapolis, Indiana So Chic Home Designs and Staging was established by
Hope Pace, a marketing professional whose dream has been to venture into the world of interior
design. Since childhood Hope has been influenced by home décor through her mother. She began
So Chic Home Design & Staging because of her passion for art, design, and helping people to
turn their homes into sanctuaries.
2: Strategic Plan & Focus
MissionStatement
Our mission is to transform your space into a beautiful, functional sanctuary, while
consistently delivering fresh and creative, yet practical, design solutions. We vow to understand
your vision and remain true to it by incorporating your unique taste, style and budget. We vow to
treat your design project with the same level of service, dedication, respect and passion that we
would if it were our own home.  We vow to value your opinion and, while informing you, never
pressure you.  We vow to be professionally honest with you, even if we disagree with or
disapprove of a design or selection.  And we vow to be supportive and make the interior design
process positive and fun.
Overall Goals and Objectives
The company’s overall objective is to provide quality design services to clients by
incorporating the client’s tastes and personal style in a timely and affordable manner. It is also

the company’s goal to create not only beautifully designed spaces but to also create functionality
to the client’s room.
Marketing & Product Goals Objectives
The goal of this marketing campaign is to not only build online brand awareness but also
gain potential clients. I want this marketing campaign to promote the company’s services and
reach a broader market by using these objectives.
 Identify 15-20 relevant keywords for a monthly Google Adwords campaign with low cost
per click that will be incorporated into company’s top landing pages. This will strengthen
search engine optimization, thus bringing in more traffic to the company website.
 Post weekly design and lifestyle articles on Wordpress and Tumblr to provide viewers
with a sense of the company’s style.
 Interact with previous and potential clients every other day via Facebook and Twitter to
collect reviews and other qualitative data about the services of the company to better
serve the client.
 Create social media buttons leading to the company’s various social media channels.
 Measure incoming traffic on all social media platforms used daily.
 Respond to all customer inquiry within 24 hours to create customer loyalty.
Revenue Models
This company’s website is meant to share information about the company and potentially
acquire clients for consultation. Along with the revenue for the services that the company
provides, there is also a consultation fee.
Revenue Pricing For Consultations
 Interior design consultation $75 first hour- $45 each additional hour
 Interior redesign consultation $75 first hour- $45 each additional hour
 Staging consultation $85 first hour- $65 each additional hour
 Home organization consultation- $50 per hour
 Paint consultation $75 first hour- $50 each additional hour
 Chic-print written checklist & recommendation only $200
 Hands-on staging labor $400 per room

 Staging shopping service $60 per hour
 Hands-on chic room makeover $350 per room
TargetMarket
The company’s target market are apartment and/or home owners, renters, sellers, and
college students looking for interior design and/or staging services within the Metropolitan
Indianapolis area.
Brand Strategy
Brand Components
Brand Name
A brand name supports a company’s name and the purpose of their presence. Without a good
brand name a company can risk sending their target market a bad representation of who they are.
The So Chic Home Design & Staging brand name was evaluated using Neumeier’s seven criteria
for a good brand name which are: distinctiveness, brevity, appropriateness, easy spelling and
punctuation, likeability, extendibility, and protectability. (Neumeier, 85) The name of the
company is quite distinct being that there are no competing brands with similar names. Because
the name is quite long, consumers may nickname the company as simply “So Chic”.
The word ‘chic’ is French word for style or fashion. The company embodies style, which is
why the word ‘Chic’ is appropriate for the name. Women are more familiar with the word chic
and since the company isn’t just exclusively for the female market, men may stumble on the
pronunciation and spelling of chic. The brand name would appeal to women more so than men.
Since the word chic has been a common trend to describe style and fashion it causes the brand to
be likeable and extendable to a lifestyle, not just home décor. The brand name can also be
trademarked for web use.

Brand Logo
The brand identity is conveyed by providing the owner’s personal touch throughout the
website, business card, brochure, style of font, logo, and cartoon character representing the
owner. It provides a visual representation of style, beauty, and creativity that the company stands
for.
Figure 1.
The font, color, and style of the company logo showcases the sense of style and elegance
that brand is trying to convey. It also incorporates stylish furniture pieces such as the chair and
chandelier. The choice of using different fonts shows the company’s design flexibility. Its neutral
colors reflect simplicity and luxury.
Figure 2.
The owner of the company adds a personal touch to her brand by creating a cartoon
character of herself in order to provide a more distinctive brand icon which enables
differentiation. The owner provides a character that is fashionable, thus holding true to the “chic”
essence that is the flavor of the brand. “When conceived well, an icon is a repository of meaning.
It contains the DNA of the brand, the basic material for creating a total personality distinct from

the competition.” (Neumeier 88-89)
Figure 3.
The front of the business card is the company’s logo and the figure shown above is the
back. The style of the card is consistent with the logo and visual presentation of the website.
Tag Line
The tagline for the company website is “Functionality + Personality= Sanctuary.” The
main objective of the company’s service to its market is to provide functional, beautiful, and
serene spaces for the client. It causes the consumer to identify with the need of relating their
home to a personal sanctuary.
Brand Messaging
Brand Archetype
An archetype is the personality, theme, and character of the brand. There are twelve
different archetypes, using the archetype quiz from www.proprofs.com, So Chic Home Design &
Staging represents ‘The Creator’ archetype. This archetype represents the company brand to the
fullest! With my company being an interior design company, they specialize in creating visually
appealing spaces for the client. The creator is known to crafts and rearranges things to create
So Chic Home Design & Staging,
LLC  Serving Indianapolis, IN and surrounding
areas  317.397.7947
Hope G. Pace, OWNER/INTERIOR DÉCOR
STYLIST  hope@sochichomedesigns.com

something new. They are innovators. One of the company’s specialties is redesigning old
furniture into new items and reorganizing rooms to create new functional spaces. Creators are
not afraid of trying new things and are passionate about expressing creativity. So Chic’s head
designer has an eclectic taste in style. She is inspired by bold colors and patterns and her risk
taking character shows in her work.
The company also encourages their client to bring in their personal creativity too by
providing DIY (Do It Yourself) and home décor shopping services to enable the client to express
themselves in with their room. This is the most accurate representation of my company’s brand
personality. The company’s brand personality embodies creativity, which is their main service,
to create beautiful and functional spaces in order to turn the client’s space into their own personal
sanctuary.
MissionStatement
Below is the mission statement taken directly from the company’s website.
Our mission is to transform your space into a beautiful, functional sanctuary, while consistently
delivering fresh and creative, yet practical, design solutions. We vow to: 
 To understand your vision and remain true to it by incorporating your unique taste, style
and budget.
 To treat your design project with the same level of service, dedication, respect and
passion that we would if it were our own home.
   To value your opinion and, while informing you, never pressure you.
   To be professionally honest with you, even if we disagree with or disapprove of a
design or selection.
 To be supportive and make the interior design process positive and fun.
There are four key elements to an effective mission statement: Value, inspiration,
plausibility, and specificity. (www.inc.com)The mission statement for So Chic Home Design
& Staging does a good job of presenting the company’s values and purpose with consistency
to the brand voice.

Brand Story
The brand story below consists of brand mascot narration that engages the target
audience by providing an emotional connection by being entertaining and well as relatable.
“When your target audience can relate to your consumers, their emotional connection to your
brand grows organically.” (Gunelius, 2013)
Hi, I’m Sheila. I’m a design fairy; well, at least that’s what I call myself now. I used to be
a tooth fairy but after getting in trouble multiple times for re organizing children’s rooms instead
of collecting teeth, I got fired. You wouldn’t believe the rooms I’ve seen! Drab décor, hideous
colors, dated furniture; I could go on and on. It drove me crazy. I thought I’d help out by making
the rooms pretty. I just wanted to help and I got kicked out of the tooth fairy academy for it.
That’s ok; perhaps they were just jealous that I had better style than them. I didn’t belong there
anyway; I needed something that would fit my personality. I decided to join So Chic Home
Design & Staging LLC as the first fairy in history to go into the interior design business. I feel
freer than ever and now I can really spread my wings and do what I love, design rooms. I like to
make people happy.
Let’s take my client Susan for example. As a hardworking businesswoman, Susan never
had time to personalize her space to make it beautiful. Her living room looked like a scene from
The Walking Dead, there was absolutely nothing “living” about it. That’s when I came in and
turned her disaster of a space into a gorgeous refuge from the stressful office. Last time I heard,
she got a promotion. I brought her living room back to life with rich bright blues and yellow (her
favorite colors), which enabled her to come home from work and truly relax and re energize
from another productive day at work.
I love what I do at So Chic; it’s so much better than collecting teeth. After I left the academy it
started a revolution. Now other fairies are quitting their jobs to pursue their dreams. I heard the
fairy godmother quit her job to become an opera singer. She’s actually pretty good. I just bought
her CD.
Promotion Plan
The goal of the So Chic Home Design & Staging is to build brand awareness within the
geographic area of metropolitan Indianapolis. Thus far, the company has only an online
presence. The offline presence has been primarily word of mouth advertising. The company can

improve their offline presence by utilizing newspaper advertisement space and providing
discount promotions and coupons as well as referral initiatives. But the most cost effective way
to advertise would be to build an online presence. So far the company has a website, blog, and
social media pages.
The website and blog could be optimized better so that the target audience can easily find
the website via organic Google search. The company has two blogs, one on Wordpress and the
other on Tumblr. Both blogs should continue to be updated periodically. The Wordpress blog is
interior design and décor related while the Tumblr blog is more of a “Chic” lifestyle blog that
includes topics and posts related to food, fashion, travel, and lifestyle geared towards a younger
crowd (20-30).
Incorporating a lifestyle blog is effective because it shows the versatility of the brand and
it connects exclusively with a younger audience that may have interior design needs in the near
future when they become more financially established. The brand has a presence on social media
platforms such as Facebook, twitter, Instagram, and Pinterest. The company should also create a
YouTube channel that showcases before and after footage of interior design projects so that the
audience can get a better feel of how spaces are designed.
Differentiation Points & Positioning
Competitive Differentiators
The three competitors that were chosen based off of their Internet presence were Jeff
Sheats Designs, Home Stagers of Indy, and Envision Home Staging and Interiors. All of these
interior design companies are located in Indiana. Jeff Sheats Design has a stronger online
presence that trumps the other competitors. What differentiates So Chic Home Design & Staging
from other competitors is that they offer special services that enable the clients to personalize
their spaces on their own in order to help save money. With the economy not being down more
people are being frugal looking to save money whenever they can.
The home reorganization/redesign service utilizes furniture that the client already
possesses while adding any other additional furniture if needed. The company also provides
personal home décor shopping and DIY (Do It Yourself) services to provide the client with the
tools to style and design their space on their own, which cuts interior design costs. This creates
an “experience” that the client would value. (Adamson, 186)

As opposed to allowing the designer to take full control over the project, the client can be
proud of the fact that they played a role in the design of their space. Also, the furniture
refinishing option allows the client to create a new look with old furniture.
Promotion Plan
The goal of the So Chic Home Design & Staging is to build brand awareness within the
geographic area of metropolitan Indianapolis. Thus far, the company has only an online
presence. The offline presence has been primarily word of mouth advertising. The company can
improve their offline presence by utilizing newspaper advertisement space and providing
discount promotions and coupons as well as referral initiatives. But the most cost effective way
to advertise would be to build an online presence. So far the company has a website, blog, and
social media pages.
The website and blog could be optimized better so that the target audience can easily find
the website via organic Google search. The company has two blogs, one on Wordpress and the
other on Tumblr. Both blogs should continue to be updated periodically. The Wordpress blog is
interior design and décor related while the Tumblr blog is more of a “Chic” lifestyle blog that
includes topics and posts related to food, fashion, travel, and lifestyle geared towards a younger
crowd (20-30).
Incorporating a lifestyle blog is effective because it shows the versatility of the brand and
it connects exclusively with a younger audience that may have interior design needs in the near
future when they become more financially established. The brand has a presence on social media
platforms such as Facebook, twitter, Instagram, and Pinterest. The company should also create a
YouTube channel that showcases before and after footage of interior design projects so that the
audience can get a better feel of how spaces are designed.

3: Situational Analysis
SWOT Analysis
Stengths
 Clearly defined mission statement.
 An established brand
 Product differentiation
 Affordable service options
 Effective tagline
Weaknesses
 Lack employees or assistants.
 Lack of time dedicated to marketing
efforts.
 Lack of sufficient marketing.
Opportunities
 Online presence with social media.
 Word of mouth marketing
Threats
 Other interior design companies.
 Weak Search Engine Optimization
Strengths
After careful examination of the brand, So Chic Home Design & Staging has several
brand strengths. The mission statement is clearly defined and provides a thorough representation
of the values that the company embodies. As mentioned in the ‘Archetype’ section the
personality and theme of the brand is that of ‘The Creator’, which relates to the creative services
that the company provides.
Product differentiation is a major strength because it keeps the company a few steps
ahead of their competitors. It’s rare to find interior design companies that offer DIY (Do It
Yourself) options and home décor shopping ideas that are affordable for clients on a budget. The
tagline is a reflection of the company’s mission to combine each client with a functional space
that incorporates their personality in order to create a beautiful relaxing sanctuary.
Weaknesses
So Chic Home Design & Staging is a one-woman show. Hope Pace is the sole employee
of her company so at times it may be difficult to manage time for certain big projects and
marketing efforts. Also the company lacks other marketing materials and promotions in both
print and online.

Opportunities
The company can use social media to its advantage. Different social media platforms,
especially Tumblr and Pinterest can showcase the company’s works with high quality pictures.
Also past clients may provide reviews and testimonials as word of moth marketing. This helps
show that the brand is making an emotional appeal to their target audience which helps to
strengthen the brand.
Threats
There are several successful interior design companies in the area so competition is tough. The
online presence of the company can improve by implementing SEO (Search Engine
Optimization) strategies in order for the target audience to easily find the company website. The
website may lack strong keywords therefore causing the website to be outranked by competitors.
Industry / Environmental Analysis
Size of Firm Industry Estimates
The table below shows an estimated size of interior design establishment throughout the
U.S as well as sales volume and employment by the size of the firm.
Establishments by Size of Firm
Year
1-4
Emps.
5-9
Emps.
10-19
Emps.
20-49
Emps.
50-99
Emps.
100-249
Emps.
250-499
Emps.
500+
Emps.
Unknown
Emps.
Total
2011 10,130 1,212 496 156 36 9 1 0 70 12,109
2012 10,280 1,230 504 158 37 9 1 0 71 12,288
2013 10,504 1,257 515 162 37 9 1 0 73 12,556
Sales ($Millions) by Size of Firm Total

2011 3,187 1,017 1,041 851 435 294 109 0 349 7,284
2012 3,324 1,060 1,086 888 453 306 114 0 375 7,606
2013 3,480 1,110 1,137 930 474 321 119 0 390 7,961
Employment by Size of Firm Total
2011 30,391 7,272 6,950 4,996 2,306 1,243 328 0 4,352 57,838
2012 30,841 7,380 7,053 5,070 2,340 1,261 333 0 4,544 58,823
2013 31,512 7,540 7,206 5,180 2,391 1,289 340 0 4,608 60,067
Industry Establishments, Sales & Employment Trends
The table below shows employment volume and sales revenue per year for interior design
companies in the U.S. as well as projected sales revenue for 2015. It also shows the percent of
change every year.
Industry Ratios
The table below shows the ratio of revenue per establishment as well as the ratio of revenue per
employee.
Year
PercentChg. Year-
to-Year
2011 2012 2013 2014 2015
11-
12
12-
13
13-
14
14-15
Establishments 12,03712,15712,43312,71413,1671.0% 2.3% 2.3% 3.6%
Sales
($Millions)
6,959 7,166 7,435 7,775 8,255 3.0% 3.8% 4.6% 6.2%
Employment 48,62049,10350,21951,35453,1821.0% 2.3% 2.3% 3.6%

(Industry Averages)
Year Percent Chg. Year-to-Year
2011 2012 2013 2014 2015 11-12 12-13 13-14 14-15
Sales ($M)/Estab. 0.58 0.59 0.60 0.61 0.63 2.0% 1.5% 2.3% 2.5%
Sales ($)/Emp. 143,122145,935148,046151,404155,2222.0% 1.4% 2.3% 2.5%
Emps. per Estab. 4.0 4.0 4.0 4.0 4.0 0.0% 0.0% 0.0% 0.0%
The current economic state is quite favorable for the interior design industry.
According to CNN iReport, Professional design fees for the 100 largest firms in the
Interior Decorating/Design business amounted to $1,441 billion. And the financial
revenue generated across the board for such expenditures as furniture, fixtures and related
construction totaled more than $28 billion. It is also expected that the industry will have
an increase in employment of 19% by 2020. (2013)
With clientele being more digital social media has become a big trend in the interior design
industry as companies are showcasing their work online via social media platforms to build a
broaden their market of prospective clients. “Niche businesses like color consultation, art
hanging and personal shopping for specific rooms are popping up across the country as designers
try to gain an edge.” (Stevens, 2009) Many interior design companies have incorporated these
services into their business thus bringing forth more revenue.
Competitor Analysis
When choosing my top three competitors for my company, I did a Google search on the
three that were given to me by the CEO of the So Chic Home Designs. One company didn’t
seem competitive enough (wasn’t ranked high on the organic search results) which means it
wasn’t optimized as highly as the others or that it is less popular. The three competitors I chose
were Jeff Sheats Designs, Home Stagers of Indy, and Envision Home Staging and Interiors.
After analyzing these companies, I found that the keywords/phrases that they used to optimize
their sight are pretty much the same as the ones I use for So Chic Home Designs. Each of the
websites was informative, relevant towards the appropriate audience, and very user friendly. I

admired Envision Home Staging and Interior’s website the most because of the visual story that
it tells. I believe that is something that can capture the attention of the audience. Jeff Sheats has
built a repertoire based on his name and works. I feel that his company is my biggest competition
because of the links and connections that his brand has on the web.
A weakness that I saw with his website is that it was visually bland and the font was too
small, this could cause the reader to get lost in the information on the website or even miss
important information. The weakness I saw with Envision’s and Home Staging of Indy’s website
is that there was no email marketing initiative. I believe that my company’s website has a strong
competitive edge because of the visual appeal of their website and their links to social media.
One thing that can be improved is the email marketing and SEO rank.
Company Brief
The current challenges that the company faces are lack of brand awareness and
promotion. This marketing campaign will help counteract that. Along with better marketing
strategies, this will enable the company to build prospective clients that will potentially increase
the revenue that the company also lacks.
Customer Analysis
The company’s target market demographics are apartment and/or homeowners, renters,
sellers, and college students looking for interior design and/or staging services within the
metropolitan area of Indianapolis, Carmel, and Fishers in the state of Indiana. The company
hopes to expand to other parts of the Midwest region of Indiana/Ohio/Illinois/Kentucky/and
Michigan in the future. The psychographics of the target market brand identify with consumers
in search of adding style to their spaces that relates to their individual personalities.

LegalAnalysis
Privacy Policies
Abstract
So Chic Home Design & Staging LLC currently doesn’t have a privacy policy on their
website. This paper will provide 8 provisions as well as explanations on why these provisions
should be added to the website’s official privacy policy. The purpose of this policy is to notify
website visitors of the company’s effort to protect their privacy during transactions on the
website. It will review what information would be collected as well. Its purpose is to make it
clear what the company’s intentions are for the use of that information.
Welcome to So Chic Home Design & Staging’s website. The purpose of this privacy
policy is to notify you of how we handle the information and data that is submitted to our
website. This policy will inform you on what information we collect, why we collect it, and how
we handle that information. Our mission is to provide a safe zone for viewers in order for them
to feel comfortable about submitting sensitive data on our website. We want to build trust with
you; therefore we will protect your private information.
Element 1
Collection and Use of Personal Information
While browsing the website you may find that our services are suitable for your interior
design needs. On our ‘Contact Us’ page you will be prompted to provide personal information
for further consultation. You are not required to provide the personal information that we have
requested, but, if you chose not to do so, in many cases we will not be able to provide you with
our products or services or respond to any queries you may have. (Apple, 2014) If you are
currently a customer and wish to make a payment, on our ‘Contact Us’ page there is a ‘Send
Payment’ button at the top of the page where you will need to provide your credit card
information in order to make an electronic payment.
What information we collect.
 Name, address, email, telephone number
 Credit card information

Purpose
The collection of this information will be used for contact purposes, processing
payments, as well as to keep the customer updated via the company newsletter. It is important to
collect credit card information in order to close the sale and customers can pay for the services.
This element is important for customers to know and understand the use of this information
when doing business with this company.
Element 2
Collection and Use of Non-Personal Information
When you browse through our website, certain information about your visit can be
collected. We automatically collect the following types of information about your visit:
• Domain from which you access the Internet;
• IP address (an IP address is a number that is automatically assigned to a computer when
surfing the Internet);
• Operating system and information about the device or browser used when visiting the site;
• Date and time of your visit;
• Content you visited or downloaded; and websites (such as google.com or bing.com) or referral
sources (email notice or social media site) that connected you to the website.
So Chic Home Design & Staging LLC uses a variety of different Web measurement
software tools. So Chic Home Design & Staging LLC uses Google Analytics measurement
software to collect the information listed above. The data are automatically sent to Google’s
system and the system immediately aggregates the data. Neither So Chic Home Design &
Staging LLC nor Google ever have access to the specifics of your particular site visits. The staff
can only see the aggregate data from all users for a particular time period. (U.S. Department of
Homeland Security, 2015)
Purpose
Potential and current customers need to know how and why their web activity data is
collected and used. They should be aware that this data helps with marketing purposes only.

Element 3
Security of Your Private Information
So Chic Home Design & Staging LLC will guarantee security that your information will
not be shared with any unauthorized entities. Your private information will not be shared with
any third party group/individual without your knowledge or consent.
Purpose
This element ensures that the customers’ private information will be kept safe. Customers
should know that the company values their privacy and will not distribute or share their private
information without their consent. This would help develop trust among our customers.
Element 4
Opt Out & Unsubscribe Option
You may opt out of receiving communications from So Chic Home Design & Staging
LLC at the point where we request personal information. Similarly, you may contact us to
request that we remove personal information about you from our databases by any of the
following means as set forth in contacting So Chic Home Design & Staging LLC. If you contact
us and ask us to remove personal information about you from our databases, you will not receive
future communications from us. (DDSI, 2015) An unsubscribe link will be included in our
newsletters that you will receive via email.
Purpose
It is important to notify the customer that they have the option to opt out and unsubscribe
to So Chic Home Design & Staging’s emails and newsletter. I believe this makes the customer
feel comfortable with providing their email information and subscribing because they have this
option; it’s not a permanent decision.
Element 5
Children Under 13
So Chic Home Design & Staging LLC does not knowingly collect personally identifiable
information from children under the age of thirteen. If you are under the age of thirteen, you

must ask your parent or guardian for permission to use this website. (At Home & Company,
2014)
Purpose
It’s important that the company informs its customers that business transactions are not
for children under 13. This element helps protect the private information of children under 13.
These days more children are online so its good for the website to make it clear that their
business is not geared towards children.
Element 6
Cookies
So Chic Home Design & Staging LLC will use cookies with their ads, websites, and
email messages. These technologies help us better understand user behavior, tells us which parts
of our websites people have visited, and facilitates and measures the effectiveness of
advertisements and web searches. We treat information collected by cookies and other
technologies as non‑personal information. However, to the extent that Internet Protocol (IP)
addresses or similar identifiers are considered personal information by local law, we also treat
these identifiers as personal information. Similarly, to the extent that non-personal information is
combined with personal information, we treat the combined information as personal information
for the purposes of this Privacy Policy. (Apple, 2014)
Purpose
Customers should know how they are being tracked with the use of cookies and why.
Customers should understand that this type of information is non-personal and is used solely for
marketing purposes. “Use of cookies, or digital files that store user- preferences, is now by law
only allowed if the user has been given clear and comprehensive information about the purposes
for which the cookie is stored and accessed and has consented.” (2012)
Element 7
Questions About This Policy
If you have questions or update suggestions regarding this policy feel free to contact us via:

Email: hope@sochichomedesigns.com
Telephone: 317-397-7947
Purpose
It is important to let customers know that the company is willing to update the policy if
needed and would like customer input on the policy. This also helps establish trust because it
shows that So Chic Home Design & Staging LLC is open to suggestions in order to better protect
their customer’s privacy.
Terms ofUse
The terms of use and the privacy policy will go hand in hand. Most of the interior
decorating websites that I researched did not have a terms of use article, just a privacy policy.

4: Internet Marketing Strategy & Tactics
Buyer Personas & CustomerRoles
The Customer: Homeowners/ sellers, real estate professional
 Title: Homeowners, home sellers, real estate agents, professionals seeking interior design
services in their office space.
 Age Range: 25-mid age
 Needs: Fresh, new, stylish designs for their space. Functional spaces.
 Concerns: Limited budget, limited time frame of service, fear of not being able to sell a
house.
 Personal Quote: “My living room is outdated and doesn’t fit who I am in this stage of my
life. It’s lifeless, dull, and cluttered. I need a living room design that fits my budget and
that’s not only beautiful but functional as well.
 Role in buying process: The buyer
 Buying Stage: The entire process.
The Influencer: The Blogger
 Title: Interior design/home décor student, blogger, or professional blogger.
 Age: 18- mid age
 Needs: Interior design content, quality décor advice in order to share.
 Concerns: Relevant/current design tips, maintaining followers.
 Personal Quote: “I love all things beautiful, which is why I am majoring in interior
design. I am creating a blog in order to share design tips and information on popular
interior design companies in the Indianapolis area.”
 Role in buying process: None
 Buying Stage: Beginning, influences target audience to gain interest in So Chic.
The Fan: The DIYer (Do It Yourself)
 Title: Past clients who are in need of additional services but can’t afford it, creative
budget conscious people.
 Age: 25- mid age
 Needs: Budget friendly options for creating a beautiful space.

 Concerns: Functionality, affordability.
 Personal Quote: “I’d love to redecorate my home but I can’t afford an interior designer. I
want to learn ways to redesign my space without breaking the bank.”
 Role in buying process: The buyer
 Buying stage: The entire process.
New Media / Viral / SocialMedia
Influencer Outreach Campaign
Since So Chic Home Design & Staging LLC is a new company. It is important to
establish an online presence in order to gain customer interest. YouTube will be a great channel
to engage with prospective customers. So Chic can create content showcasing the interior design
process. Other influential bloggers can share DIY design tips provided by So Chic. Visuality is
important for an interior design company. The client needs to see what ‘Chic décor’ is; a video
blog will help give the audience a visual of the company’s brand.
Word of mouth marketing will be a huge influential factor in this strategy because past
clients can share their experiences with others, or even perhaps blog about their experiences.
Also, newsletter can be used as a form of email marketing will help gain prospective customer
interest as well as build relationships with past clients who may need interior design services in
the future.
Mobile
After analyzing the website content for So Chic Home Design & Staging on both mobile
and traditional computer platforms, the formats for the website are completely the same. The
layout of the website is the same except the mobile version is more condensed, but the
navigation is the same and so are the images and the graphics. For both platforms it’s important
to have user-friendly compatibility. “Ultimately, the adoption of the Mobile Web relies on the
widespread availability and accessibility of user-friendly mobile content.” (2007) The website is
easy to find via Google search on a mobile phone.
The website shows a slide show of the work that So Chic has done in the past on the
gallery tab. It is important for the mobile version to be compatible with mobile phones in order to
showcase the works, which it does. Also clients may want to easily access the contact
information in order to call to schedule a consultation. Most smartphones are touchscreen, with

that being said, the contact page has the number to call the company and it makes it easy for
customer to call by simply touching the number, which causes the phone to call. As for
promotions, both platforms have options. With mobile, clients can receive promotional texts
about discounts and specials and in the traditional computer platform; clients may receive the
same promotions via email marketing. So Chic has yet to establish these types of promotions but
it would be something to implement in the future.
Website
After conducting an analysis for the website by copying So Chic Home Designs and
Staging’s URL into marketing.grader.com, the website scored a 38 out of a 100. This is quite
low, which means So Chic has some updating to do.
Mobile
In the mobile results section, the report stated that the website needed a mobile CSS in
order for the target audience to view my website via mobile smartphone. Also, it would need a
meta viewport tag in order for the target audience to orient a page once its loaded.
Lead Generation
In this section my company’s website has one of the three tasks completed. The two that
are not complete are the marketing automation and analytics. Marketing automation can be used
to engage potential customers on their terms. And analytics helps to measure the improvement of
the online marketing efforts for the company.
SEO
Out of the three tasks, my company has already completed two. The only thing left to do
is to add alt tags to the images on the website. Using keyword rich text for the alt tag causes the
website to be more searchable for potential clients.
Social Media
So Chic Home Designs and Staging scored a perfect in this section.
Blogging
In this section my company completed two of the six tasks. The four remaining tasks are
to set up an RSS feed, add social sharing buttons on the company’s blog site, add social
subscriptions to the blog, and to add an email subscription option to the blog. An RSS feed
makes it easier for frequent blog readers to receive the latest posts from the company as soon as
they’re published. Social sharing buttons make it easier for people to share the company’s posts

via social media sites. A social subscription options makes it easier for the client and/or potential
clients to get in touch with the company. An email subscription enables the company to utilize
email marketing.
Conversion Goals
The desired goals for visitors who come to the website are to sign up for the newsletter,
fill out the inquiry form on the ‘contact us’ page, and to call the company’s number to schedule a
consultation.
Landing Pages
The landing page will be the ‘services’ page. This page will be the landing page for all
PPC ads, SEM ads, and display ads.
Home Page
The So Chic homepage shows a basic introduction of the company’s site by providing
visual interior design pictures to inform the viewer that they are on an interior design website.
The homepage has the logo centered at the top with the tagline ‘Functionality + Personality=
Sanctuary’. The homepage also provides social media buttons that link to other profiles that the
company has in social media. This page is the first page that viewers see when going to the
website. And it provides easy access to all that the website has to offer by providing nine
navigation tabs on the bottom of the screen for each page. The first tab is ‘home’ which leads to
a page that provides the mission statement and background of the company. This should be
changed to ‘about us’ because it can be confusing for the viewers since they are already on the
home page. Also, the second tab ‘meet hope’ should be capitalized to ‘meet Hope’ since it is the
name of the designer. The ‘services’ link is effective because it leads viewers to the list of
services that the company provides. The ‘our process’ tab leads the viewer to a page that
describes the interior design process from consultation to completion. I believe this is helpful for
potential customers who may want to know how the services are implemented. The ‘gallery’ tab
is effective because it leads the viewer to an animated slideshow photo gallery of the company’s
past works.
The ‘reviews’ tab leads the viewer to a list of reviews from past clients. Perhaps the
reviews can be sprinkled randomly throughout the entire site instead of having a page just for
reviews. The blog leads to a different website, which is the company’s blog. The ‘faqs’ tab,
which means frequently asked questions is an effective tab because it provides a quick reference

for viewers who made still have questions about the company and their services. The last link
leads the viewer to the company’s contact information, which is an essential navigation tab for
all websites.
Strengths & Weaknesses
Strengths
 Site identity and mission- The site provides the company’s name, logo, and tagline. The
tagline defines what this interior design company has to offer.
 Site hierarchy- There are navigation tabs at the bottom of the page that directs viewers to
each page.
 Shows viewer what they’re looking for/not looking for- The navigation tabs provide the
viewer with everything they are looking for. And the social media buttons at the top right
of the page provides the viewer with direct links to social media profiles that the website
has, which may or may not be something that the viewer is looking for initially.
 Shows viewer where to start- The first navigation tab titled ‘home’ leads the viewer to the
welcome page which provides the viewer with background information about the
company and their mission statement. The second tab titled ‘Meet Hope’ provides an
introduction to the interior designer/owner of the company. These first two tabs are
before the other tabs to give the viewer direction by learning the company’s background
first to get a better understanding of what it represents.
Weaknesses
 Teases/ Establish credibility and trust- Instead of the current photos showcased on the
home page, there should be pictures of So Chic’s interior designs to instantly provide the
viewer with what the company can do thus adding to their credibility. Since the company
is fairly new there aren’t too many pictures. The photos that are available are on the
‘gallery’ tab.
 The meta tag should be edited using strong keywords and a shorter meta description to
provide optimize page rank on search engines. This would help increase findability.
Home Page Suggestions
I would suggest that the three pictures would be changed and replaced with a single picture
from the gallery to showcase the company’s greatest work. The first picture on the left can be
replaced with some brief information about the company so that the viewer will not have to look

for the information by clicking the ‘home’ tab. Also, instead of calling the first tab ‘home’, it
should be called ‘about’ because it could cause confusion. After all, this is the homepage,
therefore viewers will think that they are already home. Second, perhaps capitalizing Hope, since
it is the name of the designer in order to prevent confusion about what the tab is.
Using Google Analytics, the traffic on the homepage will be measured on a weekly basis.
Funnel Navigation
Value and necessity of each step.
Step 1. The value and necessity of seeing the PPC ad while in the middle of an organic
Google search for interior design services is that it is the initial message to the viewers. It is the
first step of the AIDA model (Attention). The PPC ad will provide a short description and/or
offer for So Chic that will enable viewers to want to click the ad.
Step 2. The value and necessity of accessing the landing page is that it tracks how many
people visit the site and it also shows a sign that the viewer may be interested in the services. It
allows the customer to view more information about the company.
Step 3. This step is important because it keeps track of the activity on social media
channels as well as email marketing. It keeps the audience informed with the latest information
and promotions about So Chic.
See PPC ad via organic Google Search
Access landing page
Like/subscribe to So Chic's
social media channels
and/or email list.
Schedule a
consultation.

Step 4. Scheduling a consultation leads to the possibility of selling a service. Through the
consultation So Chic’s interior designer can consult with the client to understand their needs and
can assess how extensive of a service they need whether it’s a complete design/redesign or
design plan for the client to go with the DIY (Do It Yourself) option.
Traffic and Promotion Strategy
Broad Market Campaign
Table 1
Broad Market Goals – Best Case Scenario
ATV
$100.00
Conversion Rate
1.5%
Exposures
4,000,000
Broad Market Goals – Worst Case Scenario
ATV
$100.00
Conversion Rate
0%
Exposures
4,000,000
Table 2
Broad Market Site
Site
http://www.hgtv.com
Traffic/Visitor Profile
As of 7/14 Approx. 3,100,000
Demographic Segmenting
Mostly female
Ad formats.
The type of ad that would be used for this campaign would be a display ad.
Messaging strategy and main goals of ad exposures.
The main goal is to target a broad audience of homeowners/renters/sellers, college
students, and professionals with office space that are in need of interior design services. Because
HGTV is a broad site that has a variety of networks related to home and lifestyle. The display ad
would be one that advertises So Chic’s ability to provide interior design/organization and staging

services that could benefit anyone in need of interior design or home staging services as well as
home organization services.
Special offers and incentives.
A special offer could be for those who click the display ad would receive a free
consultation, if interested.
Table 3
Projected Revenue and Costs – Best Case Scenario
Ad Budget $200
Cost Per Click $0.07
Cost Per Visitor $0.03
Revenue $7,500.00
Total Conversions 75
RPV $1.00
MPV $0.97
Ad Spend/Revenue Ratio 2.67%
Discounting Percent 0%
Total Cost/Revenue Ratio 2.67%
Projected Revenue and Costs – Worst Case Scenario
Ad Budget $200
Revenue $0.00
Total Conversions 0
RPV $0.00
MPV -$0.03
Ad Spend/Revenue Ratio 0
Total Cost/Revenue Ratio 0
Targeted Market Campaign

Table 4
Targeted Market Goals – Best Case Scenario
ATV
$100
Conversion Rate
1.50%
Exposures
2,000,000
Targeted Market Goals – Worst Case Scenario
ATV
$100
Conversion Rate
0%
Exposures
2,000,000
Table 5
Targeted Market Site
Site
http://www.diynetwork.com
Traffic/Visitor Profile
As of 7/14 Approx. 2,000,000
Demographic Segmenting
Majority women, both college
educated and not college
educated
Ad formats.
The type of ad for the targeted market site would be a video ad that will play once the
viewer rolls over the ad.
Messaging strategy and main goals of ad exposures.
The message of the video ad will target the demographic of people who are interested in
budget friendly options like DIY (Do It Yourself) this demographic is rather creative so the ad
will show snippets of creative DIY projects.
An incentive to get viewers to the landing page via the ad would be to promote a free
DIY tutorial.
Table 6
Ad Budget $550

Revenue $10,500.00
RPV $1.50
MPV $1.42
Ad Budget $550
Revenue $0
Total Conversions 0
RPV $0
MPV -$0.08
Intention-Based Paid Campaigns
Table 7
Intention-Based Paid Goals – Best Case Scenario
ATV
$100
Conversion Rate
4.00%
Exposures
15,000
Intention-Based Paid Goals – Worst Case Scenario
ATV
$100
Conversion Rate
4.00%
Exposures
15,000

Table 8
Branded Keywords
Keyword Monthly Search Volume Average CPC
House décor
Home stagers
Décor
Home staging
Home organization
DIY
DIY projects
Interior décor
Home design
Staging your home
Furniture refurbishing
1,590
390
14,800
4,410
4,410
165,000
74,000
720
18,100
480
210
$0.48
$1.29
$0.23
$0.86
$0.42
$0.06
$0.15
$0.60
$0.62
$0.42
$0.93
Cost and conversion strategy.
The keywords that would be selected out of the list would be the ones that have over
10,000 in search volume because of the number of exposures chosen for this campaign. These
keywords will be no more than $1.00 per click. These keywords will help monitor brand
awareness because it will draw in viewers with specific interests, which will help So Chic create
more specific ads to reach that audience.
A special offer that the PPC ad could include would be a free consultation.
Table 9
Ad Budget $500

Revenue $660
Total Conversions 6.6
RPV $4.00
MPV $0.97
Ad Budget $500
Revenue $0
Total Conversions 0
RPV $0
MPV -$3.03
Email Newsletter Sponsorship
Table 10
Email Newsletter Sponsorship Goals – Best Case Scenario
ATV
$100
Conversion Rate
4%
Exposures
5,000
Email Newsletter Sponsorship Goals – Worst Case Scenario
ATV
$100
Conversion Rate
0%
Exposures
5,000

Email newsletter strategy.
The email newsletter sponsorship will be through Indianapolis Monthly magazine via the
newsletter called The Thread, which specializes in shopping and style news. The ad would be
placed near content that relates to shopping for home décor. The main goal is to promote So
Chic’s home décor shopping services to the audience.
A special offer could be 20% off home décor shopping service.
Table 11
Ad Budget $150
Revenue $2,030.00
RPV $4.00
MPV $3.70
Total Cost/Revenue Ratio 0%
Ad Budget $150
Revenue $0
Total Conversions 0
RPV $0
MPV -$0.30

Total Cost/Revenue Ratio 0%
SearchEngine Optimization (SEO)
In order to optimize the website So Chic will optimize relevant keywords with high search
volume and low CPC (Cost Per Click):
House décor- This keyword phrase was chosen because of So Chic’s personal home décor
shopping service. Both home and house can be used during keyword search.
Décor- This keyword fits for those who are in search of décor, whether its home décor or holiday
décor, which are two services that So Chic specialize in.
Home staging- This keyword phrase would be highly used for those who are seeking home
staging services.
Home organization- This keyword phrase indicates that the searcher may be in need of
organization in their homes, which is also a service that So Chic specializes in.
DIY- With this concept being very popular in the real estate interior design industry, searchers
may type this in the search engine to find more information of how to do their own interior
design projects.
DIY Projects- Searchers who search using this keyword phrase would be interested in particular
DIY projects. So Chic offers a DIY service as an alternative to paying for an interior designer.
Interior décor- This keyword phrase would be significant to those searchers who are interested
in updating their spaces with either décor or an entire design.
Home stagers- This keyword phrase would be significant to anyone in search of people who are
professional home stagers. Home staging is also a service that So Chic offers.
Staging your home- This keyword phrase signifies that the searcher is searching for information
on how to stage their home either by themselves of through a professional company.
Furniture refinishing- This keyword phrase signifies that the searcher is looking to update their
furniture. Furniture refinishing is also a service that So Chic provides.
Local Search Optimization
What is Local Search Optimization?
Local search optimization is a marketing strategy that is geared towards increasing local
awareness and local website traffic to a company’s website. “The vast majority of businesses
gain most of their revenue from local customers. And even if your potential customers are right

down the street, they’re looking for you online. If you’re not listed in the right places, customers
might not find you.” (NPWS)
Why Is It Important?
It helps customers find your company quickly. With the rise of mobile technology,
customers are now relying on mobile apps to find what they need. “Computers, smartphones, and
more recently, tablets have completely revolutionized how we locate and discover local
information. It has been said that there are over 10 billion searches performed on a monthly basis
and that number has been growing exponentially. Of that number, 20% of all computer searches
are locally focused* and over 50% of mobile searches have local intent.” (Auman, 2013)
How Can So Chic Benefit From Local Search?
So Chic is a small new company that is building from the ground up. The company is
located in Indianapolis, IN, which is where they conduct business as well. The target market is
also located within metropolitan Indianapolis so local search would be crucial for this business.
“Search engines have recently made a big shift toward local search results which will obviously
favor small businesses that want to reach a local audience. This is the number one reason why
you as a small business owner or marketer should be concerned with and actively pursuing a
local search engine optimization strategy” (Auman, 2013) Increasing So Chic’s local search
exposure will bring in more local traffic to the website which will hopefully lead to an increase
in customer conversions.
Ways to Increase Local Search Exposure
According to moz.com, there are several incomplete listings that are affecting So Chic’s
search rank. This is primarily due to the lack of reviews and not being listed on some directories
like Yahoo and Bing. Being listed on local directories has many benefits and it’s free to use,
although most pay a premium for the special features on the directory site. “One nice thing about
Bing’s local pages is that it pulls in reviews from a variety of other local search sites, and, unlike
on Google, the total number of ratings and stars from all sites are listed in Bing’s local search
results. And Yelp offers pay-per-click advertising within their network, so you can get your

business listing in front of more people.” (Patel, 2012) In order to increase search rankings, So
Chic should be listed in all major directories.
Another way for So Chic to increase their local search exposure would be to conduct
keyword research to optimize local keywords. “Before you can optimize your website, social
media profiles or anchor text for link building, you have to know what keywords you want to
use. When it comes to local search marketing, you are not only targeting industry-specific terms
but geo-specific terms as well.” (Patel, 2012) As previously stated there needs to be more
reviews on the directory sites, these are very important. “They are a powerful first step in
establishing believability, credibility, and a sense of security for new customers. They help to
break down natural barriers and distrust new consumers feel with an unfamiliar merchant”
(Brier, 2009) So Chic hasn’t had very many clients in the past, and the clients that they did have
provided reviews on the company’s website and Houzz.com (a social site/directory for interior
designers). For future clients So Chic should have their clients provide a review on other
directory sites where the company is listed.
Increasing Citations

Citations also help with local search rank as well as brand exposure. A good way for So
Chic to increase their citations would be to connect with local media. The head interior
designer/CEO can link with reporters who are in search of expert sources. “Reporters across the
nation are always looking for experts to quote and cite in their articles. Answer their questions to
get a great citation is a win/win.” (Beck, 2013) Another way would be to support bloggers. There
are numerous blogs online, even video bloggers on Youtube, who blog about interior design.
Linking with local bloggers can provide So Chic with more exposure.
Pay-Per-Click (PPC)/ Paid Advertising
The purpose of the PPC campaign is to increase the CTR (click through rate) of searchers
who use the targeted keywords in their search. It is important that the searcher sees the ad and
clicks through to the website with the hope that they will convert to scheduling a consultation,
which is considered an increase in the conversion rate (CR). The PPC campaign will be tested
with multivariate ads that display a variation of keywords and company offers. Three different
PPC ads will be tested over a course of three months (one month per ad) and each will be aimed
towards three specific needs of the target market, which are home staging services, home
reorganization and customized DIY (Do-It-Yourself) interior design services. Though So Chic
specializes in other services, these offers were chosen to be emphasized based on the popularity
of relative keywords. So far So Chic Home Designs & Staging doesn’t have enough data to
provide statistics of unique visitors (the amount of visitors within a 24 hour period). The first ad
will include keyword phrase ‘home organization’.
Based on the results from spyfu.com, this keyword has a monthly local search of 4,410
and a cost per click of $1.05. With the CTR (click through rate) of 1.00%, which means that So
Chic can gain about 44 visitors based on that keyword at a cost of around $46 for the month of
that ad.

The second ad will include the keyword ‘DIY’.
Based on the data of this keyword, So Chic’s ad would have around 165,000 exposures at
a click through rate of 1.00% and $0.05 cost per click. This could lead to around 1,650 visitors at
a cost of $82.5.
And lastly, the third ad will include the keyword phrase ‘home staging’.
Based on the data of this keyword, So Chic’s ad would have around 4,410 exposures with
a CTR of 3.0%. Which means that the website could receive around 132 new visitors at a cost of
around $92.
Email Marketing & Customer Messaging
Influencer Outreach Campaign
So Chic Home Design & Staging LLC is a brand new company and has yet to establish a
strong brand. I think an influencer campaign is important because it builds awareness of the
company’s brand by reaching the target marketing and communicating directly to that market.
For this influencer campaign So Chic will team up with several YouTube bloggers and present a
YouTube series that will feature design tips and tutorials. The bloggers chosen will be

MissLizHeart, SpacesTV, Howcast, and Alison Deyette
Goals
 Increase online awareness of So Chic brand.
 Establish positive sentiments towards the So Chic brand.
 Increase micro and macro conversions: At least 1,000 new subscribers on Youtube, 25%
more likes/followers on Facebook, Twitter, Instagram, and Pinterest as well as website
traffic by 25% by the end of the campaign. And at least a 20% increase in macro
conversions (booked consultations) within the next year.
Youtube Video Series
As a part of the influencer outreach campaign I decided to implement various Youtube
series for each influencer channel on Youtube. These series will be geared towards
accomplishing the three goals because it builds influencer-generated content, it increases social
engagement with So Chic, and it also may help to increase conversions. The names of the series
for each channel is as follows:
 Spaces TV- Chic Designs
 Howcast- DIY with So Chic
 MissLizHeart- So Chic Sunday’s with Liz
 Alison Deyette- Chic Home Style
The Pitch
In my pitch I would introduce So Chic Home Design & Staging LLC and why I chose each
influencer to help with the influencer outreach campaign. I would then propose a 3-4 month
series for the influencer’s channel. During this series the influencer would create a weekly video
blog featuring So Chic design tips/advice and DIY (Do It Yourself) tutorials. At the end of each
video the influencer would encourage viewers to check out So Chic’s website and like/subscribe
So Chic’s YouTube channel. I will negotiate compensation for the influencers depending on how
long the series lasts and how successful it was.
Metrics
In order to measure the results of this campaign I will use Google Analytics to stay up to
date with the statistics.
For each web series, a video will be posted on a weekly basis. I will check the metrics at

the end of each week and keep a record of the results. I will also check the incoming traffic on
the So Chic website as well as all of their social sites. I will also check out the comments on the
YouTube series to get an idea of how the target audience feels about So Chic.
I believe tracking these metrics is helpful for reaching the campaign goals because it shows
whether or not the campaign helping people to become aware of the brand and it show their
sentiments towards it.
Timetable and Metrics Schedule
My Youtube series campaign will be at least a yearlong and I will utilize one influencer at
a time to do a 3-4 month series on their channel depending on the success of the series. I will
measure the results (likes, new subscribers to So Chic’s channel, consultation bookings) every
week. If that particular channel doesn’t produce results, I will only limit the campaign to 3
months. But if it is successful I will continue for an extra month before moving on to the next
channel.
For example, I will begin the series for Spaces TV from January-March and then start the
next channel of series in April. But if the series is successful on Space TV I would continue the
series until April and start the next channel in May.
 Spaces TV: January-March, if successful January-April
 Howcast: April-June, if successful April-August
 MissLizHeart: August-October, if successful August-November
 Alison Deyette: November-January, if successful November-February
How Can This Campaign Be Effective?
I believe this campaign has the potential to bring in revenue. With social media being a
major channel of influence, many marketers are using these social media outlets to their
advantage. YouTube is a great channel to launch a campaign for So Chic because of the
popularity of many video bloggers as well as the visuality, which is useful for showcasing the So
Chic brand.
“Typically, most brands don’t truly understand their customers, and the customers don’t
truly understand the brand. A big reason for this disconnect is that the brand and its customer
have little or no direct inter- action.” (Think Like a Rock Star 197)
This campaign would build a direct line of communication between the So Chic brand, the
influencer, and the target audience. Creating useful online content will not only peak the interest

of the target audience, but it could also result in building a fan base.
Channels of Communication with Bloggers
 If there is a website associated with each blogger I would use the contact information
provided on the website.
 I would also use email (if provided) or direct message.
Partner / Affiliate Marketing
So Chic will partner with 10 affiliate websites and directories to link to the site in order to
build more inbound links and traffic.
1. Website/Directory: Houzz.com
a. Google Rank: 6
b. Alexa Rank: Local- 207
c. Why?
Houzz is a website specifically for interior design. It provides a listing of interior
design companies according to their location. This website would be a good link
to So Chic’s website because it reaches a specific niche audience that is interested
in interior design.
2. Website/Directory: Twitter.com
a. Google Rank: 10
c. Why?
This would be a good website to So Chic to because of the popularity of it as a
social media channel. So Chic has a Twitter profile which can be linked to other
inks within Twitter like Twitpic and Twello, which could also generate even more
traffic.
3. Website/Directory: Pinterest.com
a. Google Rank: 9
b. Alexa Rank: Local-12
c. Why?

Pinterest would be a great website so So Chic to link to because it provides photo rich
content. This is great for So Chic Home Design & Staging to show off their works,
thus enticing viewers to click through to the website.
4. Website/Directory: Indystar.com
a. Google Rank: 6
b. Alexa Rank: 2,402
c. Why?
This is Indianapolis’ main local newspaper that has a home and garden section, which
would be great for So Chic to contribute content to. This website will help reach the
local market.
5. Website/Directory: Indianaminoritybusinessmagazine.com
a. Google Rank: 4
b. Alexa Rank: N/A
c. Why?
This website relates to niche market of minority businesses within Indiana. Since So
Chic is a minority business in Indiana, the company can be added in a feature article.
6. Website/Directory: Yellowpages.com
a. Google Rank: 7
c. Why?
This website is a highly popular directory to find businesses. So Chic is already listed
and linked. Yellow pages is usually the ‘go to’ resource to find local company contact
information.
7. Website/Directory: Better Business Bureau www.bbb.org
a. Google Rank: 8
b. Alexa Rank: 343
c. Why?
If So Chic Home Design & Staging is registered with Better Business Bureau it can
help increase credibility and it will build trust which will bring more traffic to the
website if linked.
8. Website/Directory: Youtube.com

a. Google Rank: 9
b. Alexa Rank: 3
c. Why?
Youtube has many bloggers who create video blogs about interior design, many of
these vloggers could suggest So Chic’s company in the description box of their video.
Also So Chic has a youtube channel that is linked to the website as well.
9. Website/Directory: Indy.gov
a. Google Rank: 6
b. Alexa Rank: 25,187
c. Why?
This website is a local government website and has a section for women and
minorities. This website would be good to link to because So Chic can be added to
their directory for local small businesses.
10. Website/Directory: Wayfair.com
a. Google Rank: 6
b. Alexa Rank: 299
c. Why?
This is an excellent website for So Chic to link to because it is a website for selling
furniture. So Chic can advertise with this site or even be featured in their content
since So Chic is an interior design company, it can be a great partnership opportunity
as well.
In order to attract these affiliates, So Chic Home Design & Staging would have to propose
an agreement to allow their display ads to be featured on some of the websites. Other websites,
So Chic can be a contributor by providing expert advice for articles relating to interior design.
Offline Marketing
So Chic Home Design & Staging has a brochure that will be available for prospective
customers. For those who have sent their contact info via the online form on the ‘Contact Us’
page will be sent a brochure in the mail automatically. The owner of So Chic Home Design &
Staging also has business cards to be distributed.

PR / Communications Plan
Goal: Build Online Brand Awareness
So Chic Home Design & Staging has never been heard of because it’s new to the interior
design world. The goal is to get the target audience to notice the brand.
Tactic
So Chic would have to create compelling content on social media sites such as Facebook,
Pinterest, Tumblr, Twitter, Instagram, Wordpress, and Youtube. The content can be expert
advice and DIY tutorials about interior design by So Chic’s head designer Hope Pace.
Measurement
There’s an application called ‘SEOmoz’ that measures the activity on websites. The site
offers a free 30 day trial but will require a subscription. Using SEOmoz, I can run weekly checks
on how many likes, followers, subscribers, mentions, and/or shares on each social site.
Goal: Increase Engagement with Target Audience
A good way for So Chic to engage with their target audience would be to create content
that engages with the viewers. For example, creating blog posts on Facebook and Tumblr twice a
week that provides pictures of designed rooms and having the viewers vote on which room has
more “Chic” appeal. Utilizing YouTube would be ideal as well. “Americans are watching
increasing numbers of videos online. According to comScore, this number has jumped over 43%
to 100 million daily views (that’s roughly one-third of the U.S. population watching a video
online each day).” (Mershon, 2012) Create weekly Youtube videos that provide quick design tips
and at the end of the video ask the viewer for suggestions on other design tips that they would
want to see.
Measurement
The metrics that will be measured with this tactic would be how many votes and
comments for each post on Facebook and Tumblr receives. Also measure how many comments
/suggestions for each video on Youtube. The posts on Facebook and Tumblr can be measured
every other day while the YouTube video comments can be measured weekly.
Goal: Establish 5,000 Youtube Followers
So Chic currently has 1 subscriber. That’s not good, the company needs more attention
and awareness on their YouTube channel since their channel will be showcasing So Chic’s brand
the most.

Tactic
It may be a good idea to link up with other influential YouTubers in order to perhaps gain
some of their followers. This may or may not cost, depending on the agreed
sponsorship/collaboration with other vloggers. Establish relationships with YouTube vloggers
that talk about interior design in order to be featured on their channel or perhaps collaborate on
an interior design tutorial. So Chic can create a bi-weekly video with another vlogger, or have
other vloggers mention a So Chic video in their videos to gain traffic on a weekly basis.
Measurement
The metrics to measure for this would be the amount of video views So Chic’s videos
receive on their channel as well as likes per video and channel subscribers. These can be
monitored weekly.
So Chic Home Design & Staging LLC’s Press Room Evaluation
The company currently does not have an online pressroom. Their “About Us” page
features a lot of information about the company including company values and mission
statement. This information could be used in a press kit on the pressroom page. See figure 1., 2,
and 3.
There is an empty blog page on the website that could be turned into a pressroom page.
So Chic already has a blog on Wordpress that provides blog posts related to interior design
examples and advice. There is no need for this page; therefore it should be converted into the
company’s pressroom. See figure 4.

Figure 1.
Figure 2.

Figure 3.
Figure 4.

Competitor’s Press Room Evaluation
Some of So Chic’s biggest competitors like Jeff Sheats Designs and Envision Home
Staging and Interiors have yet to create an online pressroom this is good news for So Chic in
order to stay ahead of the competition. But there were some interior design companies that had
pressrooms. The first company is LEVEL Interior Architecture + Design. This company’s
pressroom provides great visuals of clickable magazine covers in which the company is featured.
It also provides social media buttons linking to their social media profiles. There could be more
information on their pressroom page. The website has enough information spread out on the
website to provide more news for the pressroom. See figure 5.
Figure 5.
The next company is called Home Matters LLC. Their pressroom includes video blogs as
well as links to news articles. The site also has social media buttons that link to their social
media profile as well as the company’s contact info. This company has done a great job with
their pressroom because it provides adequate information for media personnel. See figure 6.

Figure 6.
The third company is not a local competitor. It’s a more famous interior designer by the
name of David Bromstad, who was featured on HGTV. His pressroom is excellently designed
and would be a good example for So Chic to model after. It includes downloadable press articles,
social media buttons, as well as the latest posts and tweets from his social media sites. It also
provides photos from Pinterest and Instagram. Although most pressrooms include contact
information, his is located on another page. See figure 7.
Figure 7.

Press Room Proposal
For So Chic’s newsroom there should be a section for their press releases, news stories,
and the downloadable press kit. The press release and news section will have RSS buttons that
link to an RSS reader. The top of the page will have the company’s logo. The upper right corner
of the page will have a search bar as a quick resource to find articles. The right side of the page
will have the contact information of the owner of So Chic as well as the social media buttons that
link to each of So Chic’s social media sites. Lastly, the site should include clickable pictures of
the magazine covers that So Chic would be featured in. See figure 8.
Figure 8.
Since So Chic Home Design & Staging LLC is in its infant stage, it has yet to establish
enough press and news to fill a pressroom on their site. In the future, as the company grows this
evaluation can be used as a guideline for establishing one later on. In the future when the website
is updated, the blog tab can be eliminated completely and replaced with the pressroom tab. The
company will also use PR wire services such as PR Web and PR Newswire.

5: Financial Data & Projections
FinancialProjections
Targeted Paid Placement Campaign
This is an ad campaign that will target users on the DIY Network to click through to the So Chic
Home Design & Staging website.
Budget
The budget for the intention-based campaign will be around $1000 per month. To
implement this campaign as well as monitor the results, the cost will be anywhere from $550-
$1,000 per month.

6: Evaluation, Control & Continuous
Improvement
Measurement& Testing Plan (Analytics)
The purpose of this plan is to identify web trends that could affect So Chic Home Design
& Staging, S.M.A.R.T. goals that would address these trends, as well as KPI’s to help measure
the progress of each goal. Also this plan will discuss the action that will take place to achieve
each goal.
Company Information
So Chic Home Design & Staging aims to attract clientele for interior design, home
staging, and home décor services. The website’s purpose is to provide information regarding the
company and the services that they provide in order to spark the interest of new paying
customers.
Definition of S.M.A.R.T. Goals
The acronym S.M.A.R.T. stands for specific, measurable, attainable, relevant, and timely.
These goals will help to measure the progress of the web analytics initiative.
Definition of KPIs
KPI stands for key performance indicator. These are specific metrics that measure the
progress of each S.M.A.R.T. goal.
Optimization Plan
Trend 1: There is international traffic but no local traffic.
So Chic aims to attract traffic locally since the company is based in Indianapolis, IN.
Their target market is located within metropolitan Indianapolis. For some reason the analytics
report shows sessions from Russia.

Figure 1.
S.M.A.R.T. Goal: Establish local traffic (at least 15 sessions) within a month.
 KPI: Check Google Analytics for traffic each week.
 Action Plan for Trend 1:
1. Create local display ads to be featured on Facebook within the metropolitan
Indianapolis market.
2. Create PPC ads on Google for local searchers to click on.
3. Optimize landing page for local audience.
Using multivariate tests to optimize the best performing landing page has been proven to
yield positive results. According to a case study conducted by Alitalia by Webtrends, testing
different pages on the website in order to utilize the most optimal page achieved their goal of
increasing traffic.
“Once the optimal page had been identified, we could see an increase of click-through
conversions of about 6%, a great result if we consider that our website gets an average of
200,000 visitors per day. A further measurement demonstrated that the optimised page led to an
increase of 500 online bookings over three weeks, which means about 220,000 euros per month,
at an average Alitalia price,” states Nicola Arnese, VP eCommerce, Alitalia. “

Challenge: The only challenge that could happen while trying to achieve this action plan is that
the daily cost to advertise may exceed the budget, depending on the ad.
Trend 2: The website hasn’t any leads according to the CEO Hope Pace.
S.M.A.R.T. Goal: Acquire 5 new leads within a month.
 KPI: Number of phone calls. This metric shows how many people are inquiring
about information.
 Number of e- forms sent from the ‘contact us’ page. (See below) This indicates that
the visitor is interested and would like to be contacted about a possible consultation.
Figure 2.
 Action Plan for Trend 2:
1. Create weekly Interior Design Tutorials on YouTube and imbed them into the
company website to gain target market interest.
2. Facebook and Twitter to post lead generating links with the title of the video
which would lead to the website if clicked. (See example below).

Figure 3.
The challenge that would be associated with this action plan would be the figuring out
what content fits the viewers’ needs. What do they need to see? What are they interested in
seeing?
Trend 3: Lack of website conversions
S.M.A.R.T. Goal: Improve conversion rate within a month.
The current conversion rate is 0%, anything more than that would be an accomplishment.
 KPI: Check Google Analytics weekly for conversions
Action Plan for Trend 3:
1. Use multivariate testing to decipher the new redesign of the website.
2. Using A/B testing method to make the call to action buttons more prominent.
This method worked for the airline website Nature Air. “The thinking behind
this change was that by placing the call to action within the content area, with
messaging specific to the location, and including the starting fare price, the
call to action would become more relevant and people would connect with it
and be persuaded to book a flight.” (Kelly, 2009)
3. Incorporating security seal on the page where viewers will send their payment.
According to a furniture retail company website called

‘OrientalFurniture.com, “After several weeks of testing throughout
September and October, the retailer says visitors who saw buySafe's seal and
bonding option were 7.6% more likely to make a purchase than consumers
who did not see the seal.” (Stambor, 2011)
Figure 4.
Challenge: The only challenge that would be associated with this action plan would be the cost
of the website redesign.

7: Resources & References
Resources
Youtube.com, Twitter.com, Facebook.com, Pinterest.com, Instagram, Tumblr.com
Google Adwords
Google Analytics
Alexa.com
Quantcast.com
Proprofs.com
Market.grader.com
Moz.com
References
Reports: Worldwide Interior Design Services Industry. (2012). Worldwide Interior Design
Services Industry Report, 1-106.
Interior Design Services Industry (NAICS 54141). (2014). United States Interior Design
Services Industry Capital & Expenses Report, 1-140.
Drarich. (2013). Interior Design Firms Weather Economic Uncertainess. Retrieved by
http://ireport.cnn.com/docs/DOC-964343
K. Stevens. (2009) Renovating an Industry. Retrieved by
http://www.nytimes.com/2009/08/20/garden/20decorators.html?pagewanted=all&_r=0
Neumeier, Marty. The Brand Gap. MBS Direct. VitalBook file.
Adamson, Allen P. Branddigital: Simple Ways Top Brands Succeed in the Digital World.
Palgrave MacMillan/MBS, 092009. VitalBook file.
Fair Winds Partners Report. Mobile Web. (2007) Retrieved by

http://www.fairwindspartners.com/Our-Resources/Perspectives/Mobile-Web/
https://marketing.grader.com/report/sochichomedesigns.com
Think Like a Rock Star. McGraw-Hill Create. VitalBook file.
"Citation Building Strategies - The Complete List For Local Businesses." Local Stampede Local
Search Marketing. N.p., n.d. Web. 26 Oct. 2014.
<http://www.localstampede.com/citation-building-strategies-list/#ixzz3HIuFispO>.
"Leveraging Small Business Customer Reviews and Testimonials Online - Search Engine
Journal." Search Engine Journal. N.p., n.d. Web. 25 Oct. 2014.
<http://www.searchenginejournal.com/local-search-customer-reviews/9466/>.
"Why Local Search Engine Optimization is Important for Small Businesses & Marketers."
Sanctuary Marketing Group. N.p., n.d. Web. 26 Oct. 2014.
<http://www.sanctuarymg.com/why-local-search-engine-optimization-is-important-for-
small-businesses-marketers/#sthash.owbwvZFN.dpuf>.
"â€‹Local Search Optimization." Local SEO Services. N.p., n.d. Web. 26 Oct. 2014.
<http://www.npws.net/local-seo-services>.
http://www.socialmediaexaminer.com/5-social-media-tips-for-finding-and-engaging-your-target-
audience-new-research/
(n.d.). Retrieved December 15, 2014, from http://webtrends.com/files/customer-
success/WebtrendsCustomerSuccess-Alitalia.pdf
100 Conversion Optimization Case Studies. (n.d.). Retrieved December 15, 2014, from
https://blog.kissmetrics.com/100-conversion-optimization-case-studies/
Four Ways to Measure the Impact of Social Media: A Case Study |. (2014, September 23).

Retrieved December 15, 2014, from http://www.socialmediaexaminer.com/sap-measure-
social-media-impact/
Google Website Optimizer Increases Conversion 591%. (2009, June 17). Retrieved December
15, 2014, from http://www.blastam.com/blog/index.php/2009/06/google-website-
optimizer-increases-conversion-591
Indianapolis Interior Designer | Interior Decorator & Staging, Indianapolis Interiors, and
Indianapolis Designers: So Chic Home Design & Staging. (n.d.). Retrieved December
15, 2014, from http://sochichomedesigns.com/payment.php
OrientalFurniture.com drives up conversion 7.6% with a security seal. (n.d.). Retrieved
December 15, 2014, from
https://www.internetretailer.com/2011/01/05/orientalfurniturecom-drives-conversion-76-
security

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