MARKETING 2022-2023

PLAN
-
Prepared for
Losa Smith
SENIOR CASE TEAM
ADVOCATE
SIMPLECITIZEN

From
Katie Almazan
MARKETING SENIOR
BRIGHAM YOUNG
UNIVERSITY–HAWAII
TARGET AUDIENCE
-

GUADALUPE MUÑOZ
18-25 YEARS OLD
LATINA
BORN AND RAISED
IN THE UNITED
STATES
BILINGUAL
FIRST-GENERATION
AMERICAN
PURSUING A HIGHER
EDUCATION DEGREE
IN THE U.S.

OUR MESSAGE
-

HELP YOUR LOVED ONES

GET WHAT THEY DESERVE
HOW TO REACH THE AUDIENCE
-
MAIN SOURCES
EMAIL
WEBSITE
SOCIAL MEDIA
(INSTAGRAM AND
TIKTOK)
IN-PERSON EVENTS
REFERRALS

WEBSITE RECOMMENDATIONS

Include a "Reviews"
button on the home
page
List all languages
that are spoken/can
Build credibility
be helped
Avoid
inaccurate Translate the whole
translations website in Spanish
Better user
experience
OUTREACH COMMUNITY EVENT
-

"HONOR THEIR SACRIFICE"

An event focused on celebrating immigrant
parents and all of their sacrifices for their
children
Big cultural event with food, live music,
giveaways, etc.
Date: Hispanic Heritage Month
Budget: ~$1000 (Depending on sponsors)

In collaboration with SLCC and other sponsors

Promote on social media and email to target
audience
Have booth or table selling or giving away merch
Have QR codes that lead to social media and
website
Get people to follow and show you to enter
the giveaways!
Use Eventbrite to track attendance and gather
customer data (phone numbers, emails)
EMAIL MARKETING CAMPAIGN
-

1. Pop-up form on homepage of website.

2. When form is filled out, contact is enrolled in
an email workflow.
3. When package is purchased at any time
during the workflow, contact is
automatically removed.
EMAIL MARKETING CAMPAIGN
CONT. -

EXAMPLE EMAILS
FIRST EMAIL: SHARE A SUCCESS STORY BLOG

SECOND EMAIL: TIPS TO APPLY FOR A GREEN

CARD

THIRD EMAIL: BREAKDOWN OF EACH PACKAGE

AND CALL TO ACTION "BOOK YOUR PACKAGE"

*All emails include link to purchase landing page on

website

BENEFITS
Learn more about the target audience
Requires minimum human intervention since it is
automatic
Provide more value to customers
COSTS
CRM Software (HUBSPOT, SALESFORCE, ETC.)
Content Creation
Can be low if created in-house
 DELIVER A WORLD CLASS
EXPERIENCE
-
EXCEPTIONAL CUSTOMER
SERVICE TIPS

Clear communication
Be completely
transparent on all prices
and fines
Explain problems up
front and solve them
together
Be one team

Note and prepare for

cultural barriers
Be empathetic
Nurture a strong
relationship through
meaningful interactions
CUSTOMER LIFETIME VALUE
-

MERCH

CUSTOMERS BECOME
BRAND ADVOCATES BY
REPPING MERCH

STICKERS
HATS
T-SHIRTS
WATER BOTTLES
MUGS

CHECKING IN

Send an anniversary email:

"CONGRATS ON 1 YEAR OF
BECOMING A CITIZEN"
OR
"YOU GOT YOUR GREEN CARD 1
YEAR AGO!"
 REFERRAL PROGRAM
-

TURN SATISFIED CUSTOMERS

INTO LOYAL BRAND ADVOCATES

HOW IT WORKS:
1. Customers sign-up using their email
address
2. Receive a unique promo code
a. EX: MUN123
3. Share promo code with
friends/family
4. When code is used to purchase a
package:
a. Friends/family receive a "15%"
discount
b. Customers receive a reward (gift
card, cash bonus, prizes, etc.)

PROMOTE ON WEBSITE,
EMAIL, AND SOCIAL MEDIA
ONE PAGE MARKETING PLAN
-
18-25 YEARS OLD
LATINA
BORN AND RAISED IN THE
UNITED STATES
BILINGUAL
FIRST-GENERATION
AMERICAN
PURSUING A HIGHER
EDUCATION DEGREE IN THE
U.S.
Email Marketing Campaign
1. Pop-up form on homepage of
website.
2. When form is filled out,
contact is enrolled in email
workflow.
Outreach Community Event
Have people follow social
media and prove it to enter
giveaways
Note and prepare for cultural
barriers
Be empathetic
Nurture a strong relationship
through meaningful
interactions
Clear communication
Be completely transparent on
all prices and fines
Explain problems up front and
solve them together
Be one team
"HELP YOUR
LOVED ONES
GET WHAT
THEY DESERVE"
Email Marketing Campaign
Send a series of emails that
provide value to the customer
and include link to website to
purchase package
Outreach Community Event
Post about the event and talk
about how service can "honor"
the parents' sacrifice; link to
the website
Customers become brand
advocates by repping merch
STICKERS
HATS
T-SHIRTS
WATER BOTTLES
MUGS
Checking In
Send an anniversary email:
"CONGRATS ON 1 YEAR OF
BECOMING A CITIZEN"
EMAIL
WEBSITE
SOCIAL MEDIA
FACEBOOK
INSTAGRAM
OUTREACH EVENTS
Email Marketing Campaign
Call to action on every email
Customer clicks on it and
purchases package
Customer is removed from
email workflow
Outreach Community Event
Promote packages and
promotions through social
media and include link in bio
Followers --> Customers
1. Customers sign-up using their
email address
2. Receive a unique promo code
a. EX: MUN123
3. Share promo code with
friends/family
4. When code is used to purchase a
package:
a. Friends/family receive a "15%"
discount
b. Customers receive a reward
(Gift card, cash bonus, prizes,
etc.)