Objectives and Key Deliverables
Pines and Needles grow wholesale and retail Christmas trees and related services.We have
sold Christmas trees since 1995, starting with a small set up outside the director’s
family laundrette in Maidavale we have organically grown to where we are today.
We were one
of the first specialist Christmas tree retailers on the internet and have built
up a database of over 21,000 people who we email regularly in the build up to
We are also
fortunate to occupy the top ranks on Google for Christmas trees in London, however our market leading dominance in this area is continually under threat and has slid in recent years.
past several years we have continued to expand and plan to have over 20 retail
locations in and around London this year.
combined factors – a long established and respected record, a leading internet
presence, and a wide and pervasive geographic spread in London – have helped us
to become arguably the leading specialist Christmas tree brand in London.
we plan to invest £25,000 in our marketing mix to build on our customer base.
investment in search engine optimization (£3000 already committed)
adwords advertising (probably £5000 invested with a target of £10 spend per converted sale)
PR campaign for print, TV and radio exposure (undecided budget)
print campaign on buses and selected tube stations throughout London (undecided budget)
active involvement on social media channels including Facebook, Twitter, Foursquared
and Pintrest (£4000 budgetted)
distributed in the local neighbourhoods of each site (undecided budget)
At the end
of the year we must appraise the success of the marketing mix and plan the
investment for the following year.
We are looking for an experienced, knowledgeable and dedicated person to: research and advise us on the best marketing plan - given our budget constraints.oversee the effective implementation of the plan right through our busy festive period.Analyse the outcomes of the marketing for the 2013 season and make suggestions for 2014The full payment will be based primarily on the outcomes from the effective implementation of the well thought through plan.