13. The size of the market for the trade of natural roses and flowers in
the Kingdom exceeds 200 million riyals annually due to the increasing
demand, also seeks to increase the volume of those exports from
Through more than 41 varieties of roses that the Kingdom's rose
plantations host.
Industry
Insights
*Source: https://www.alwatan.com.sa/article/1052163
16. Overview
Total Follower:
1.9k
Target Audience:
Men & Women
Industry:
Flower shop
Languages:
Arabic & English
Designs:
Graphic designs without too natural images
Have Multi Channels:
Instagram
Twitter
Snapchat
19. Summary
The Content:
Content is good and including emojis and hashtags
Type of Content:
Engagement, competition, educational content without direct sales
Nabatat don’t have:
website, active Facebook page, mobile app
Posting time and frequency
Average 4 posts per week
Designs:
Stock images without natural flowers
*Using natural images is crucial
20. Overview
• Total Follower:
• 15k
• Target Audience:
• Men & Women
• Industry:
• Online Flower shop
• Languages:
• Arabic
• Designs:
• natural images + stock images with poor quality
• Have Multi Channels:
• Website
• Facebook
• Instagram
• Twitter
• Snapchat
23. Summary
The Content:
Content is good and including and hashtags
Type of Content:
Engagement and direct sales
Boquete Express don’t have:
mobile app
Posting time and frequency
Average 4 posts per week
Designs:
Real images
Highlighted Stories:
with their previous works
24. FLORELLE
Overview
• Total Follower:
• 1.5k
• Target Audience:
• Women
• Industry:
• Flower shop
• Languages:
• English/ Arabic
• Designs:
• natural images
• Have Multi Channels:
• Instagram
2 benches in Riyadh and Khobar
27. Summary
• The Content:
• Content is good and including and hashtags
• Type of Content:
• Engagement and direct sales
• FLORELLE don’t have:
• mobile app, website. Facebook page
• Posting time and frequency
• Average 2:3 posts per day
• Designs:
• Real images
• Highlighted Stories:
with their previous works
28. flowardco
Overview
• Total Follower:
• 218k
• Target Audience:
• Men & Women
• Industry:
• Online app for flowers and gifts
• Languages:
• English/ Arabic
• Designs:
• Mixed between natural images and designs
• Have Multi Channels:
• Website
• app
• Instagram
• Twitter
• Facebook
• Located in 9 cities in Gulf area, and 4 Saudi cities (Riyadh, Jeddah, Mecca and Dammam.
32. Summary
• The Content:
• Content is good and doesn’t including and hashtags
• Type of Content:
• Engagement and direct sales
• flowardco don’t have:
• -
• Posting time and frequency
• Average 3 posts per day
• Designs:
• Real images and graphic designs
• Highlighted Stories:
with their previous works
Have Multi Channels:
• Website
• app
• Instagram
• Twitter
• Facebook
33. STRENGTHS
- Best Quality with best
price
-Wide variety of natural
and plastic flowers
S
WEAKNESSES
- Poor images
- Urgency leads to poor
quality
- Late response
W
OPPORTUNITIES
- More Sales
Be number one in
Dammam
O
THREATS
- High competition
- Delivery
T
SWOT
ANALYSIS
34. Company
Intro
About
Sell the various variety of the flowers like as; roses, lotus , lilies and
others.
the flowers are very beautifully arranged by the professional floral
designer and suitable for every occasions.
37. Buyer
Persona
Wedding Planner
Reem Alharbi
32 Years old
Married, has 2 children
Needs and Wants:
• Plan her own wedding on Eastern Province.
• Using recommendations from friends who have
gotten married there before.
• Specially vendor for wedding halls, flowers shop
Pain Points:
38. Buyer
Persona
House wife
Needs and Wants:
Seeking for great atmosphere with flowers and plants.
Om Fahd
37 years old
Married, have 3 children
Lives in Dammam
Pain Points:
High price of weekly packages Don't have time to tack care
Social class: B, A-
Challenges:
Quality
Delivery
Organize
Marketing Communication:
Language: Arabic
Tone of Voice: Friendly
Channel: Instagram and Snpachat
39. DIY
Videos
DIY flower vase ideas that will instantly make any part of your home more colorful.
Online Videos and offline workshop
40. Objectives • Digital Media Objectives
• Digital Media Strategy
• Content Distribution Strategy
• Brand Position
41. Objective A
- Develop Brand Awareness (Develop Band Awareness)
Objective B
- Sales Objective (Grow revenue by increasing sales)
Objective C
- Engaging Objective (Build Community around Nabatat)
Digital
Media
Objectives
42. Strategy would be divided into 2 main phases
Phase 1
• Step 1 enhancing Nabatat flowers’ online presence and generating brand
awareness.
• Step 2 increase sales through social media campaign.
Phase 2
• Increasing more sales through social media campaigns.
Digital
Media
Strategy
43. Our social media strategy in phase one will start by raising the awareness
for the brand and products in eastern province. As well as highlighting the
product and it’s benefits.
At this phase we will increase sales through digital media campaigns.
At the second phase we will increase more sales
45. Brand
Position
What we need to put in our target audience mind about
Nabatat:
“We deliver happiness every day, From here the story begins. with natural
flowers, gift wrapping”
Some terms to achieve this position:
• It must appear online and offline.
• We must have a slogan reflects it.
• Having hashtag for it.
• It must appear in our TOV and identity.
47. Social Media
Channels
A channel that suit our budget and target is:
Audit Instagram account, grow revenue by this channel
,and build community.
48. Social Media
Channels
A channel that suit our budget and target is:
Publishing daily stories on snapcht help us to grow revenue by
this channel ,and build community.
49. Languages
We need to communicate with our audience with their own language
Bilingual
Arabic & English
We will write content & respond in Arabic on snapchat and twitter
write content & respond in Arabic and English on Instagram.
We will choose the friendly words of their daily words.
50. Tone of
Voice
A customer should deal with one person with specific characters and
personality which is:
“Friendly”
How to be funny
• Using emotions
• Never using formal words
• Using funny words (Slang)
• Mention customer name
• Using short caption
• Responding like a friend
ONLINE = OFFLINE
51. Frequency
We need to be in touch with our audience so will use:
“Daily posts”
We need to appear in their newsfeed at least once per
day. Then We could be their best flower shop.
52. Frequency
We choose the best time to appear on their newsfeed
Based on Channel
Instagram 8 : 10 am
Snapcaht 7 Pm
53. Crisis
Plan
Planning “Before the crisis” Response “During the crisis” Recovery “After the crisis”
Identifying the crisis team Crisis management &
narrative leverages
Declaration of the end of the
crisis.
Social media listening and
monitoring tools
Recovery plan
Weakness classification Engaging stakeholders and
brand advocates
Reporting
54. Crisis
Rules
1. Know the source of the problem online & offline.
2. Know the categorize of the issues “Negative feedback or crises”
3. When we face a problem with “Products” we need to pause paid ads on social
media channels.
4. Sharing the updates of the issue with 2 team “online &offline”
55. Crisis
Plan
1- About the Quality
سي تجربة مرة وكانت ضيوفي أمام واحرجتوني ذبالن الورد اليوم وصلني
ئة
التوضيح
:
2- About the delivery
56. Hashtag
Strategy
Since hashtags are used with an intent to discover content, the right hashtags can put you
in front of your target audience, even if they haven’t connected with you before.
Hashtags indicating your product or service: Flower, roses gift
Hashtags indicating your niche in your industry: wedding. Weddingparty, graduation
Hashtags for special events or seasons: nationalday, Eid, motherday
Hashtags using location: Dammam, Khobar
Length: Fore ease of sharing on social media platforms, it is recommended that
hashtags doesn't exceed 20 characters
64. Communication
Plan
Communication Format Frequency Owner
Statues updates Email and call Once a week Ahmed
Action items follow up Email One a week Ahmed
Budget spent Email and call Fortnightly Ahmed and dahy
Risk review updates Meeting online
and email
Fortnightly Ahmed