Pure Water

ProductsJOUR 5330 Social Media

Jasmine, Kacy, Sherry, Elizabeth

1 BUSINESS1 GOAL4 MINDS

Mission Statement

Our aspiration is to make great things happen. We will provide quality customer

service and products that will enhance quality of life each and every day. We are

a patron -driven specialty business. We help customers, partners and our

communities around the world live a better life. We deliver entrepreneurial

success through innovation.

Key MessageTo provide the top quality water filters, which are sturdy and easy to use. With assurance of effective water filters that install in a jiffy and last a lifetime.

Target AudienceHomeowner and businesses looking to install water filters. The local community and earth conscious individuals who could benefit from using water filters.

Goal

Become a well-known authority on water filtration systems and water treatment issues.

SWOT Analysis

Strengths- They have an online magazine that focuses on water (can

be used to promote their product through social media)

- Their reviews on Yelp, The Better Business Bureau, and Google Review are above a 4 out of 5 star rating.

- Although it’s a company based locally, they conduct business throughout the entire United States, and have received overwhelmingly positive feedback from customers.

- High visibility rate (first page to appear with SERP) if searching “Water filter denton, water filtration system Denton”

- Diverse product catalog

- Large volume of quality products; the owner has such a deep interest in water filtration, he offers a variety of products to meet a customer’s individual needs.

Weaknesses- The reviews on Yelp and Google, and complaint filed

against them with the Better Business Bureau, showcase bad customer-business relationships.

- Their social media presence and engagement is slim to none. Their Facebook page has only 11 likes, while competitors like Culligan Water filters boasts over 40,000 likes on their Facebook page alone.

- Regarding Social Media, they only have a Facebook page, while competitors like Culligan have IG, FB, Twitter.

- Small company, cannot offer deals the way competitors can (aside from a flat rate shipping after a set price)

- Their major competitors are known nationwide.

- Although PWP services worldwide, it’s more well known in the local area.

- It’s an online product catalog, NOT a website

Opportunities

- Utilize social media to engage with customers (Community engagement manager needed)

- Post links to the online magazine via twitter. Create posts regarding water, clean water, water filters, etc to highlight the importance of CLEAN water.

- Seize online customers by offering products on Amazon, Ebay

- Collaborate with Home Depot and Lowes to sell their products alongside competitors

- Increase visibility on social media through collaborations with Home Depot and Lowes

- Create a new logo for the magazine and the company

Threats- They’re a relatively small company who do

not show up as one of the top results when searching “water filters, water filtration systems” limiting their visibility.

- Their competition has been recognized by the Better Business Bureau since 1953 (Culligan).

- Competitors such as Sawyer, APEC, and Hydro Blue offer their products on Amazon as well.

- Owner resistant to change, likes the small business feel.

- May not have the budget to put products on Amazon, Lowe’s, Home Depot if looking at long term profitability

- May not be able to hire Marketing, Social Media, or other necessary positions to help jump start a re-branding

Strategies & Tactics

Objective #1Increase online engagement by 15 % each quarter for the next four quarters to increase Pure Water Products search engine rankings

Strategy: Create social media accounts on Facebook, Twitter, YouTube

Tactic: Use existing blog posts to post water news from the past as part of “Throwback Thursdays” on the various platforms

Tactic: Post videos on how to service and maintain water filtration systems.

Tactic: Develop a hashtag - #PureH2O to be used across multiple social media platforms

Tactic: Distribute brochures with our social media platforms listed during community events (Farmer’s Market)

Objective #1Strategy: Create engaging content for Facebook, Twitter and YouTube platforms

Tactic: Post memes, images and videos during #WorldWaterDay and other trending hashtags

Tactic: Create a weekly Tweetchat regarding water filtration or environmental topics

Tactic: Post polls and questions related to water use, clean water and time appropriate questions (i.e.: What was your favorite way to play in the water as a child?)

Tactic: Write blog posts about different applications for water filters like gardening, beverage brewing, car washing, etc.

Objective #2 Increase online sales among by 10% over the next 12 months

Strategy: Make Pure Water Products inventory more accessible and visible online

Tactic: Revamp the company’s website Tactic: Offer one-time product discount of 20%

for new signups for the email newsletter.

Tactic: Offer monthly contest to win free products when customers mention company on social media platforms

Tactic: Post content on social media sites that would answer customer search queries (i.e: How do I change my filter cartridges?)

Objective #2Strategy: Partner with other companies (Insurance

agencies, environmental friendly and green companies)

Tactic: Mutually share content with firms promoting a green and healthy lifestyle

Tactic: Mutually share content with a home or business insurance firm

Tactic: Set up booth during events sponsored by partners to showcase Pure Water Products

Tactic: Offer mutual discounts for partners’ customers

Tactic: Create business partnerships with Home Depot & Lowe’s to sell products on the retail stores’ websites

Objective 1

Since we are starting from practically zero followers/likes/social media brand awareness, we will monitor the increase in likes & followers. We will also monitor engagement before and after the plan using analytic tools to check our progress/reach/shares.

Objective 2To measure our success we will run sales reports before and after implementing the plan to see how sales improved. We will also monitor changes in sales on days/weeks that we offer sales/deals/giveaways on social media and on days/weeks when business partners shared our content to gauge the effectiveness of those tactics

Evaluation