Vibrand: The Agency Model Project

As the final project of the NCSU Digital marketing bootcamp, my team and I created our own model digital marketing agency. We came up with the name Vibrand, an agency that will help businesses share the unique vibe of their brand with the world.

My team and I developed our own brand identity. For our inaugural project, we did digital marketing consulting work for a real client, Philedelphia Flower Market. Please enjoy our Vibe from the examples below.

Mission and Vision Statements

mission

To be a leader in the digital marketing space by facilitating meaningful exchanges and driving measurable results.

vision

Ignite the conversation and unlock your full potential.

Positioning Statement

For small to medium businesses ready to take it to the next level, Vibrand is the digital agency that will transform your digital marketing strategy.
We use cutting-edge digital strategies to help your business grow stronger and get you in front of the eyes that matter.

The Client: Philadelphia Flower Market

- Family owned for over 35 years
- Full-service florist
  - High-quality, fresh floral arrangements
  - Best succulent selection in town
  - Plants and more
  - High standards for customer service
  - Creative, custom flower arrangements
  - Delivery
- Located in train station
- Avenues of revenue: online orders, pick-up, delivery
- Rank higher on Google
- Increase Social media presence
- Differentiate from other florists by quality and freshness
- Be known for having highest quality flowers and plants in Philadelphia
Business objective: Drive more sales by improving overall digital marketing strategy
Challenges:
- Shifting to more online sales than in-person due to pandemic
- Becoming well-known for having highest quality flowers and plants
Marketing Goals
- Drive more sales through campaigns for various buyer personas
- Improve overall online & social media presence
Strategy
- Organic social media posts
- Email campaign(s)
- Paid Search (Google & FB Ads)
Desired Action
- Secure an online sale
- Improve user engagement
Channel Opportunities
- Social Media
- E-mail
- Paid search
KPIs
- Increased click-through rate
- Increased online & in-store sales

SWOT Analysis &
User Personas

Having spoken with the client and gotten clarity on her goals, we planned for the challenges ahead. Using the SWOT analysis, we identified how we wanted to come up with helpful digital marketing advice that would help Danielle, the owner of Philadelphia Flower Market, reach her goals.

Afterward, we created some personas to represent potential sections of her audience whose needs she can make sure she’s meeting:

Suggestion 1: Content Calendar

To stay top of mind, you need to be posting regularly. You also need to make sure you’re adding value to your audience’s lives. To make sure you’re speaking to all sections of your audience, it’s a good idea to plan regular content of a few different types.

We suggested to Danielle that she should have her team post a photo of an arrangement they worked on every day. We also suggested a few different types of recurring content:

Instagram/Facebook reels containing quick tips for how to choose and care for plants
Youtube tutorials with more in-depth learning for the dedicated plant lovers who are interested.
Holiday posts (including obscure holidays) that name appropriate flowers for celebrating those holidays.
Inspirational quotes that encourage happiness and self-care.

Creating collections of social media content in these categories allows the team at Philadelphia Flower Market to create a backlog of posts and stories and schedule them to post automatically, making maintaining social media easier and more efficient.

Suggestion 2: E-mail Campaigns that Help and Delight

When everyone’s sending out e-mails constantly, how do you stand out in your audience’s inbox? For your e-mail to be opened and read, it needs to provide something your audience needs.

Audience Target: Clueless Clyde

Where is the consumer in the Marketing Funnel?
Decision → Action
Goal: Increase Mother’s Day flower sales 5% from the previous year by running an email campaign a week prior to 05/08/22 (Mother’s Day).
Subject: It’s almost Mother’s Day, Don’t Forget Mom 🌺
Preview Text: 25% Off All Mother's Day Bouquets
Body Text: Mother’s Day is certainly one of those holidays that sneaks up on you…That’s why we’ve rounded up our very best bouquets so you can gift like a pro this Mother’s Day!
Call to Action: Shop Now
Audience Target: Self-Care Sarah
Where is the consumer in the Marketing Funnel?
Consideration→ Decision
Goal: Increase click-through rate 10% from previous campaign by enticing the recipient with a personality flower quiz, providing an engaging user experience.
Subject: Your One-stop Shop for Flowers, Plants, and More 🌼
Preview Text: Find out what flower suits you best this season.
Body Text: Thanks for being a part of our email list! We look forward to bringing you news, updates, and special offerings. In the meantime, take this quiz to find out what flower represents your personality type!
Or you can head straight to our website and start shopping right now!

Call to Action: Shop Now