Ubran Fabric

Good morning, Dr Nora.

This is our group presentation for urban fabric Digital Markley.

As an overview, Urban fabric is an Irish based abstract

art business with aimed to create original, successful art.

The businesses owned by or the Hickey was set up

in late 2018 or that is based in rural Limerick,

and it is a young business.

With the growing social media awareness and positive reputation the

global market has been has seen an increase in online

sales in recent times.

Online sales in general have increased significantly in the past

year of 2020 we performed a SWAT analysis and the

strength to be found or strong marketing possibilities through usage

of different online channels involving social media, email and web.

The website.

There's unique, original colorful artwork which is different than stands

out. Weaknesses.

No international marketing experience or leads to expand internationally.

Current marketing has a limited age group response website requires

constant updating and branding across all platforms need to be

simple and more identifiable.

Opportunities include The business has a growing following on instagram,

and there is an opportunity for these followers to be

turned into customers.

The global market for purchasing fine art is increasing year

on year threats.

There is a lot of competition in the art market.

Online on relying solely on the tourism market can be

very unpredictable.

The next thing we did was performed by pest analysis.

So politically there seems to be minimal impact of sales

within our SH.

Economically, the future is quite unpredictable.

Socially, there is a great demand for fine art.

And technologically, there's no need for, um, a great deal

of technology to develop the business.

Finally, we did a competitor analysis so this we found

two competitors Dando Designs and Audrey Hamilton Earth.

John Doe Design has been featured in a lot of

press and for a wider range of products.

They're very active on their social media.

And they have a studio in Dublin which customers can

visit through appointment.

Audrey Hamilton Art is another small business with a very

identifiable, original abstract artwork that has a clear brand on

dhe. Then next we move to the objectives.

So we used five categories.

Thio create our key objectives around pain points that Orla

mentioned herself.

So, starting with cell, we identified that in order to

generate cells, the marketing team wants to understand customer motivations

UM, gross sales within a lower budget demographic and grow

international sales through targeting Irish American communities.

Next, we use serve, which is creating more content consistently

and posting increase interaction with new products on the website

and include discount codes and purchases to develop brand loyalty.

Um, then we have speak which survey customers post purchased

understand positive and negative prospects of sales, getting customer audience

feedback through social media usage, like instagram stories, Facebook stories

on then we have saved.

So to save cost, we would hope to develop a

large enough falling in America to bulk ship products.

Um, reduce material costs to reach this lower demographic like

a lower budget demographic and so digital prints in order

to which shipping costs and provide different formats of products.

Um, in order to implement these objectives, we moved to

strategy eso in strategy.

We discuss a sequence of actions that will determine the

process urban fabric we'll need to take in order to

improve upon their marketing tactics.

There are four different sections rebranding low budget products, improve

social content and reach Irish American markets.

So, looking at rebranding, let me see the first step

for urban fabric is to develop consistency across all platforms

with their brand and you simple graphics to best present

work in a professional manner to customers.

Um, the recommended aspect of rebranding include consistent lower use

using simple, clean visual elements to make colorful products.

Pop uh, product mock ups to use across all content.

Develop a user friendly website with consistent fonts.

Updates to the home page on Dhe.

Then we move thio lower budget products so low budget

products will be introduced as a new section of urban

fabrics business in order to reach a new market, a

younger audience and to offer other forms of goods to

display and appreciate urban fabric art pieces.

Um, these products include smart cases, canvas bags, coasters.

Once products are launched on the urban fabric website, they

will be presented and hopefully develop interest through social media.

In addition, they can connect with Irish design stores like

Jam Art Factory, which will allow over fabric so their

prints and bags and storefronts reaching a greater value for

tourists and Irish made enthusiast.

Next, we have improved social content, so the social media

content will display paintings through mock ups and frames in

order for customers so they could display urban fabric work

in their home.

Other content, including using INSTAGRAM reels to show artistic creation

process, will keep followers interested, engaged and engaged, and also

build anticipation towards new art pieces and will take advantage

of the multimedia options available on these platforms.

Finally, with the development of social content, engagement with customers

via social problems will be encouraged through the use of

stories and posting questions on social media.

Next, we moved to reaching the Irish American market.

So on Irish American Mark, who will be targeted as

being identified as a group that could hold heightened interest

in urban fabric pieces.

Geo targeting areas within New York, Philadelphia and Boston will

be used to seek Irish American groups.

In addition, developing a relationship with the North American Celtic

Trade Association will help promote urban fabric products to be

sold within the North America North America, finally reaching out

to American Irish gift shops will provide an opportunity for

urban fabric to be an American storefront.

Additionally, this is to reduce international shipping costs through bulk

shipping in order to achieve our objectives.

Um, it is we will implement the strategy through small

short term step called tactics on.

There will be examples for these tactics to be used

in the future.

Um, the tactics presented here are specifically to help in

achieving the marketing problems first outlined in the presentation as

mentioned in strategy.

Rebranding and creating a new website is the starting point

for urban fabric, um, to better the website.

There are numerous tools available online, such as similar web

dot com, sync with google dot com and S E

O audit sites that could be used.

All of these help identify problems an issue currently on

the website.

One of the main things that we've noticed.

Waas It would be nice to move the biography to

an about me section on place all tthe e r

sh right, right when you open it, Um And then

we moved Thio paid advertising.

So paid advertisement.

This is paid Google ads based in certain areas around

the world.

So, like specifically Boston, New York and Philadelphia, this is

to help reach the international market that urban Barbara is

trying to get also using social media campaigns align with

tourism Ireland so paid ads just that way they can

reach a new demographic on Dhe, then using email surveys

and emails just to follow up with customers to identify

strengths and weaknesses.

UM, surveys for posts and purchases to better understand customer

price point motivations, sample questions can be found in the

report. We just wanted to keep this with your ideas.

A few questions could be How did you hear about

us? What are your reasons for purchasing from us and

simple on the scale of 1 to 5?

How did you feel about your experience?

Or would you recommend us to friends moving on social

media? So this one is huge, because this is where

Urban Barbara can really change followers to customers, starting with

consistent branding.

Consistent branding is key because it will make a recognizable

and it will create an online presence.

Although she really does have one already, it will help

facilitate it on Dhe.

Then one thing we noticed is she really gets into

themes of what she likes to post, so her themed

content should be separated like that.

Originally, she was starting with common landmarks and historical sites

or in Ireland, and now she's posting more water.

I'm not watercolor between hosting more themed like sunsets and

such. So to do this, she should create specific campaigns

for her artwork and Onley post that we do know

she does commissioned work so that could be showcased through

the story function available.

Instagram and Facebook.

So next we move to influence her endorsement.

This is huge because so influenced endorsement is such a

huge way to market, so thes collaborations should include be

included with interior designers, popular Irish influencers, popular American influences

that identify with Irish heritage.

So that way she can reach this younger population and

get her new products out there for her product launch

of the tote bags.

Phone cases They definitely should be kept in mind.

Um, next we just have here using insights to understand

followers. This will be discussed more in like KP I

control section of the presentation.

So next we have marketing mix the new product.

So the new products that we're seeing are phone cases,

totes, digital prints as seen here.

Three Pricing of these products is lower for the lower

budget customer I daily under 40 arrow, including shipping.

This way we can reach out to them because everything

on her website right now is 40 year old and

above. The placement of these will be online in store

popular ours gift shops abroad.

Um, they will first be placed online just to see

customer reactions.

And then promotion of these products will be social media

is the way to announce new products involved influencers symptoms,

backs the phone cases, run competitions for giving away new

products. Specifically look at certain landmarks that she used.

One was the Guinness Storehouse.

So she could maybe buy two tickets to the Guinness

storehouse to see and, you know, do giveaways like such,

Um, the next thing that we're moving onto is action

and control.

So action is the implementation of these tactics on a

specific date.

Um, control is measuring the result of the tactics.

So Oh, sorry about that.

S o.

The action plan is taking the tactics and creating a

timeline of events.

Continuous interaction with social media and content creation.

Thes actions may change, however, if KP are not showing

the results that were intended.

The timeline is very important because this is what we

suggest that you follow.

Although we have a way more specific timeline in our

report. This just gives a rough idea of launching the

new site, focusing on content when the product launch as

well. It should be noted during cove it it might

not be the best time to launch new products.

So this timeline can be moved specifically from January 15th

two. Whatever.

And you started then.

So Justin, overview.

Um but yeah.

If you look to our report, you'll see a way

more detailed one and then we have control.

So control evaluation, Looking at sales and comparing with sales

target, we weren't given specific numbers, so we didn't set

the number.

You could do that.

Um, looking at locations of sales international.

Like, did we see that we reached our goal of

targeting this American market website visits.

Have we seen longer visits on the website?

More purchases to be the website and then follower growth

on social media channels, international Irish.

This could all be measured under K p.

I reports on insights very easy to monitor eso.

We just like to thank you for listening to our

project. And we hope you find this plan informative and

very effective.

And your additional marketing.

Thank you

Ubran Fabric

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