MAR021-2: Digital Marketing Communications Plan for Birchbox

This document outlines a comprehensive digital marketing plan for Birchbox, a beauty and grooming brand operating globally. The plan addresses various aspects of marketing communications, including the company's background, target audience, and current challenges. It delves into the application of communication theories, such as the interactive theory, to enhance customer engagement. The plan focuses on an Integrated Marketing Communications (IMC) approach to build brand recognition and personalize customer relationships. Key strategies involve rebranding initiatives, social media marketing (Twitter, Facebook, YouTube, Instagram, and blogs), and promotional objectives to reach the target market of young women and men aged 18-35. The plan also covers market segmentation, targeting, and positioning, emphasizing the "BeYOUtiful" campaign to promote consumer personalization and address diverse beauty needs. The document concludes with a detailed discussion of digital media communication strategies and promotional objectives, aiming to enhance Birchbox's brand image and customer engagement.

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Birchbox is a monthly online subscription service from New York City that gives its
members a box of 4 to 5 chosen maquillage samples or other items relevant to beauty. Goods
contain skincare products, scents, organic products and other cosmetic products (Morgan,
Katsikeas, and Vorhies, 2012).
Birchbox was established in September 2010 by Katia Beauchamp and Hayley Barna, both In
October 2010, initial funding of Birchbox launched with 1,4 million dollars in investment-
seed funding, including First Round and Accel Partners. Harvard Business School alumni. In
April 2014, the Birchbox raised 60 million dollars in Series B capital, led by Viking's World
Investors, with support from First Round Capital, Accel Partners, Aspect Partners and
Consigliore Brand Capital. In April 2014, Birchbox earned 60 million dollars in Series B
financing. In July 2014, in the neighbourhood of Soho in New York, Birchbox launched its
first brick and mortar store. The organization was worth 485 million dollars by 2014.
Birchbox hires 230 employees as of May 2019[9][ 7] In 2015, Hayley Barna, a co-founder of
the company, retired from co-CEO position and is entering as an investment investor the First
Round Capital firm[10]. By May 2018, a sum of almost $90 million had been raised.[12] In
October 2018 Walgreens acquired a minority stake in Birchbox, with Birchbox initially
operating in Walgreens stores (Granot, Alejandro, and Russell, 2014).
The challenge that the company is facing currently, Birchbox is the brainchild of Katia and
Hayley's friends who wanted to help people find, test out and browse for beauty products
online. The Birchbox, a subscription company, offers products directly to its consumers. In
Instagram Stories, the company wanted to experiment with canvas advertising to create a
more immersive experience for its current French population and also expand its worldwide
audience (Shirisha, 2018).

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The communication theory which should be kept in mind by all the brand is the interactive
theory, following is the way it works When a source sends a message to a receiver (source),
in the Collaborative Model it first encodes the message. The encoded communication is then
processed by the recipient where the initial content is decoded. Once, the receiver serves as a
conduit, encrypts another message and sends it back to the recipient (Baltes, 20150.
All outlets are influenced by their' area of knowledge ' message creation. Experience is an
alteration element of communication patterns such as community, physical, psychology,
circumstance and networks. Overlapping the area of knowledge contributes to
communication, and in effect extends the range of experience of the communicator. All these
factors influence the understanding of the post (Parekh, Kapupara, and Shah, 2016).
The model also has a definition that involves noise and connectivity obstacles such as
language, network problems, etc. In the collaborative collaboration paradigm, there is a
transparent line of communication. An important aspect of effective communication is to be
involved (Gambetta, and Gaffing, 2010).
Now the discussion will be towards the Marketing planning for the company
Birchbox: IMC Project needs to create and renovate interpersonal relations with customers. T
his project allows us increasing our company's brand recognition. Creating a campaign is one
form of doing this. This is used not only to improve the attractiveness of women and men, but
also to re-mark the business as one that cares. Via programs such as Get-A-Box Offer A-Box
and helping military families and people vulnerable, we will also build awareness of global
problems such as unemployment, poverty and disease. In order to meet their individual needs,
we plan to build up more than one partnership with customers (Edelman, 2010).
It is not possible to match all strategies and would not adhere to our initiative. Create a
feeling of personalization and realize that a contractor collection of the monthly box for you

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is essential and worthwhile. The rebranding of the business should help rebuild the image as
we answer increasing customer's concerns.
The advertisement would boost the brand image and will also make it known with new things
mentioned above. Our repositioning approaches include the individualization of clients,
improving customer service and integrating social responsibility of the business and growing
brand awareness (Alalwan,., Rana, Dwivedi, and Algharabat, 2017).
The Segment of the company, The Birchbox Segment has a wide range of customers from all
sectors, towns, Birchbox: IMC Project 17 and United States territories. We work in 6 other
shops outside the United States, one of which is popular with Birchbox France. We will focus
mainly on its market in the United States continental for our campaign, however (Alalwan,.,
Rana, Dwivedi, and Algharabat, 2017).
The Targeting of the company Birchbox represents two target markets as the male and female
sides of the business. The female side is much stronger and stronger as now. The target
audience of Birchbox is to use make-up and luxury care products young women aged 18-30
years old. The people are of the same generation and have the same characteristics as men
who care for their looks. These groups tend to be medical elite, as they want premium
products, but with their capital they are cautious and cannot inspect or test such items.
Lastly the Positioning of the company Our Community advocates the use of Birchbox to
reposition Birchbox and market penetration: IMC Plan 16 would boost the image of Birchbox
and increase people's attitude with regard to the company. This is what we intend to do
through BeYOUtiful, a collection of pulse marketing through different media channels and
ads. We expect to use a social media marketing trick, website advertising, TV and transit ads
targeting young men and women between the ages of 18 and 35 years (Dasgupta, and Ghatge,
2015).

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Digital media Communications plan that Birchbox can use, the first one is Twitter is a micro-
blogging platform where users can submit notifications of 140 characters quickly and easily;
connect images, videos, or stories; and address other accounts. Facebook is perfect for
connecting consumers in real time and for ensuring that the information delivers reliably to
stakeholders. Since Twitter is user-friendly, it also helps to share news to an audience.
The next one is Facebook this allows users to "fan" their profile and track the page's
operation, distribute material of the web and connect by posting on the messages. Facebook is
a social networking Site. Pages can be set up and used for posting news, activities,
connections, photos and video, by businesses or organizations. There are also websites that
provide personalized usability. Worldwide more than one billion people use Facebook every
day, 71 per cent of whom have Internet access for US adults (Dasgupta, and Ghatge, 2015)
Moving ahead the next is YouTube to support Facebook and Twitter videos and emphasize
new or big videos. as a convenient way. Users can also register and download extension
videos of the new kind. It is designed for external communication and video, not internal or
training videos that support ISU expansion and outreach. Advancement information experts
may send material to extender faculty and staff to assess whether the content is acceptable for
posting on the Advancement sites (Dasgupta, and Ghatge, 2015).
The new way of digital marketing is through blogs as well, Blogs are a great resource to
provide a constant stream of information which is generally based on a particular subject and
often not covered by news releases or other methods. The blogs are more conversational and
knowledgeable, connect to other sites regularly, and include photographs, images, maps, and
other graphics. Blogs encourage readers to update and engage in conversation about
individual posts (Dann, 2010).

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The last one and the most important one is through instagram, Instagram is an electronic,
interactive, photo-and video-sharing application that enables users to take and upload photos
and videos both publicly and privately through their networks while also allowing them to
cross-post on other social networks, including Facebook and Twitter. The social media
network is quickly growing and restricting sharing in a mobile format, even though its
platform is only available to share images and videos on the Internet.
Way Birchbox will be advertised, Promotional Objectives Our promotional program is
designed to remind existing customers about Birchbox ' new projects to rebrand itself and to
make it more relevant and customized (Morgan, Katsikeas, and Vorhies, 2012).
We also want to educate our potential customers about our goods in our target market and
persuade them to seek a one-month trial subscription with a risk-free guarantee.
We will also urge people to visit our website and see what we are supposed to offer on our
social media sites. We want to show that our subscription-based Birchbox: IMC Plan 15
builder is far stronger than the others currently on the market for our TV, transport and
outdoor advertising (Morgan, Katsikeas, and Vorhies, 2012).
We are going to provide a range of brand names, fashion products from nail politics and hair
spraying to the iconic foundation and mascara. We would highlight how simple these trials
are and how they can personalize their cases as you like, with and wherever they need the
items they like. Birchbox is here to make them look amazing. They will be felt and be the
best version of themselves by using these items. We will make the customer understand that
It's even easier to order some commodity customers need while on the go with the company’s
online website and mobile compatible program (Tiago and Veríssimo, 2014)

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Our main purpose is to explore that we want the company to be more personalized; a label
that suits any lifestyle. While shopping for Birchbox The BeYOUtiful Campaign would help
to promote consumer personalisation. We want to be able to satisfy all your desires whether
you're light on the drug or hard. We want brand customers to come when they need a quick
and easy supply of make-up which can cope with any situation, with buddies from a night out
in the city or with an anxious first day. Birchbox is the remedy for your wishes for beauty

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