Step+4+-+Marketing+Strategies+&+Objectives


 * Step 4: Generate Strategies & Tactics for Achieving **** Objectives **

**Objective #1**
Target student demographic and increase exposure.

**How?**
Chiyopia Photo Shoot at Avant Garde CCIT Gala

**Details:**
The majority of guests at the CCIT Gala are going to be students and a few faculty members. Our idea is to sync up with the Avant Garde theme. So, we will be pushing the idea that Chiyopia bracelets are a great wait to express individualism and uniqueness through past experiences that people want to commemorate.

Guests will have an opportunity to “model” the featured Chiyopia charm bracelet to get a feel for the jewellery; decide if they like the idea of a charm bracelet, check out the different charms, see how it looks with their outfit and with their friends’ outfits etc. This gives guests a chance to test out the product and have fun rocking it in front of the camera in their fine avant garde attire.

This works well for guests who may have heard of Chiyopia as a brand but haven’t seen the jewellery in person since the company operates online. This also works for guests who have never heard of Chiyopia but will hopefully develop an interest in the products offered.

The fact that guests will be seeing the charm bracelet with friends nearby works to our advantage because they will have an opportunity to grab a friend’s opinion and talk about the product after the photo shoot with one another.

The main objective here is exposure. Develop a clientele from a group that has little information about the brand or has never heard of it. Let them know who Chiyopia is and what we offer. Considering our target group consists of 200 students and faculty, that’s a pretty good number. From there, we go online in Objective 2.

**Objective #2:**
Increase number of Chiyopia company “Likes” on Facebook page from 29 to 75+.

**How?**
Online Facebook Photograph Contest.

**Details:**
The primary focus of the photograph contest is to transfer and expand customer attention gained from the Avant Garde CCIT Gala event to social media outlets online.

The photo shoot taking place at the event will allow guests to strike a pose in their avant garde outfits with the featured charm bracelet. We want guests to just play around and have fun in front of the camera. However, we want to ensure that the guests remember Chiyopia and will want to make a purchase or check out the products online and tell their friends about it.

In order to do this, we’ve created an online photo contest on Facebook. Guests have to “Like” the Chiyopia Facebook page in order to enter the contest. From there on, the contestant with the highest number of likes will win the bracelet featured at the gala. Not only will this draw in more “Likes” and more attention on Facebook which features products and redirects users to the company website, it expands Chiyopia’s network on Facebook. By asking friends and family to vote on their photo, each contestant is advertising Chiyopia to more and more people.

We’re not necessarily looking to make direct sales with this campaign, but we do expect to generate interest, increase exposure and get the brand name out there.