The 5% Growth Plan
Our Integrated Marketing Communications (IMC) strategy to increase market share by 5% in one year.
1. Advertising
Our advertising will be digital-first, focusing on high-impact video and print to showcase our material innovation and minimalist aesthetic.
Campaign: "Engineered for Life" Video
Channels: YouTube (Pre-roll), Instagram (Reels), TikTok (TopView)
Est. Cost: $750,000
Expected Reach: 30M Impressions, 5M Engagements
Campaign: "The Fabric of Innovation"
Channels: Digital placements in Wired, Monocle, GQ. (Outdoor: Key urban transit hubs)
Est. Cost: $400,000
Expected Reach: 15M Impressions
2. Sales Promotion
Promotions designed to acquire new customers and increase average order value (AOV).
Campaign: New Customer Welcome
Channels: Website (Email Signup), Social Media Ads
Est. Cost (Discount): $200,000
Expected ROI: 20,000 new customers
Campaign: "Build Your Utility" Bundle
Channels: E-commerce site (Upsell at checkout)
Est. Cost (Discount): $100,000
Expected ROI: 15% increase in AOV
3. Public Relations & Publicity
Build credibility as an innovator in tech apparel and sustainable design.
Campaign: "The ESSNTL Innovation Lab" Press Kit
Channels: Targeted outreach to tech, design, and fashion journalists.
Est. Cost: $50,000 (Agency Retainer)
Expected Reach: 50+ media placements
4. Events & Sponsorships
Engage with our target audience in high-impact, authentic environments.
Campaign: "Design + Tech" Conference Sponsor
Channels: Sponsor a major design or tech conference (e.g., SXSW, Web Summit).
Est. Cost: $250,000
Expected Reach: 50,000+ attendees, B2B networking
5. Online & Social Media Marketing
Build a strong community around "utility" and "innovation" through compelling visual content.
Campaign: TikTok "#MyUtility" Challenge
Channels: TikTok (Branded Hashtag), Instagram (Reels)
Est. Cost: $300,000 (Creator fees)
Expected Reach: 25M+ Views, 100k UGC submissions
Campaign: Tech & Design Influencer Seeding
Channels: Instagram, YouTube (Tech Reviewers)
Est. Cost: $200,000 (Fees + Product)
Expected Reach: 10M+ Targeted Engagements
6. Mobile Marketing
Create a seamless, high-value mobile experience for our core customers.
Campaign: ESSNTL App Launch
Channels: App Store, SMS List, Email Marketing
Est. Cost: $150,000 (Development & Promotion)
Expected ROI: App-exclusive early access to TECH Collection, 30% higher AOV on app.
7. Personal Selling
Use our flagship retail locations as hubs for education and brand experience, not just sales.
Campaign: "The Fabric Experience" Training
Channels: In-Store (Flagship Locations)
Est. Cost: $50,000 (Training & Materials)
Expected ROI: Train staff to demo fabric tech, increasing in-store conversion by 10%.
Tools We Are Not Using
To maximize our budget's impact, we are strategically excluding certain traditional channels.
Why Not: Traditional Radio
Our brand is highly visual, built on material innovation and design aesthetics. Radio is a non-visual medium and offers poor targeting for our specific "utility-focused" niche compared to digital audio (e.g., podcasts) or video.
Why Not: Broad-Scale Print (e.g., Newspapers)
While we are using highly-targeted digital print in niche magazines, we are avoiding broad newspaper or general-interest magazine buys. The cost is high and the audience is too general, leading to low ROI for our specific target market.