Development of a Comprehensive Marketing Campaign for Arcina Ori

This report details the development of a comprehensive marketing campaign for the Arcina Ori fashion brand, an Australian company established in 2020, focusing on empowering women through personal representation in style. The report outlines a strategic campaign plan, including a timeline, execution goals, target objectives, and budget considerations. It analyzes the target market, which primarily consists of women aged 18-40 with a mid-range income, emphasizing their interest in current trends and social media influence. The report explores price points, competitive analysis, and the use of tools and channels, particularly the company's website. It details a content strategy for social media, direct and indirect marketing methods, potential risk assessments, and the differences between paid and unpaid advertisements. Furthermore, it covers metrics, KPIs, and data collection for campaign success, concluding with an overview of the campaign's strategic approach and recommendations for future marketing endeavors.

Development of a Marketing
Campaign

Table of Contents
INTRODUCTION...........................................................................................................................3
STRATEGIC CAMPAIGN PLAN..................................................................................................3
OVERVIEW OF TARGET MARKET...........................................................................................4
PRICE POINT & COMPETITIVE ANALYSIS.............................................................................4
OUTLINE TOOLS AND CHANNELS..........................................................................................5
CONTENT STRATEGY-SOCIAL MEDIA...................................................................................5
DIRECT AND INDIRECT METHODS.........................................................................................6
POTENTIAL RISK ASSESSMENTS............................................................................................6
PAID ADS VS UNPAID ADS........................................................................................................7
METRICS AND KPIs.....................................................................................................................7
CAMPAIGN COLLECTION OF SUCCESS DATA.....................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing campaign is said to be one of the biggest essence of marketing activity that is being
taken up by an organisation or a brand in order to incorporate the choices that it is dealing a
midst of all the customers. Through marketing campaign an organisation or a brand can move
ahead with a good sale as well as a business with which it can win over the customer base.
Promotional techniques are said to be modified when it comes to marketing campaign because
different approaches are being designed such that it will help the brand or an organisation to
incorporate growth. This entire report will bring about the marketing campaign strategies as well
as different components that are listed to the knowledge of user. The brand that is represented in
this regard is Arcina Ori. This brand is into existence from the year 2020. It is one of the
Australian brand particularly towards empowering women. The brand moves ahead with a vision
and a mission that personal representation is of greatest concern with regard to any style. With
this confidence and the atmosphere community that is being affected with the brand it has image
does one of the conception that is attaining fame.
STRATEGIC CAMPAIGN PLAN
Fashion marketing of a product is very difficult task and requires a lot of strategical planning.
Arcina Ori is a very ethically designed fashion product developed in Australia. This brand is a
wide range of products which contains tops, skirts and dresses. The speciality of this brand that
they have made their product available through delivery all over the world. For the strategical
campaign plan the following table is used (Chung, 2017).
Time line Project plan Execution
Objective
Goals Target Benchmar
ks
Budget Expenditure Break
down
The time which
this product will
require at least 3
to 6 months
Introduction
of new
marketing
strategy
which will
included
market
segmentatio
The execution of
this objective
will be done by
the help of the
skill full leaders
which will
analyse the
market segment
The goal of the
project plan is
to deliver this
product to the
customers
which will
require the
business plan to
The target of
this product
will be
female
customers of
age group of
18-30 years
old.
The
benchmar
ks of the
plan is to
make sure
they are
successful
in getting
The
budget
of this
plan
should
be
$20K.
Expenses in this
project plan will be in
the hiring a skill full
marketing team, for
collaboration with the
social media
influencers which will
allow the company to

n of this
product.
and
understanding
the marketing
platform of the
product.
understand the
customer
segment of the
product.
this
product
developed
in at least
one
market.
connect with
customers and build
good relationships.
OVERVIEW OF TARGET MARKET
For Arcina Ori the target market is mostly women which are from the age group of 18-40 years
old. The customers of this brand should have the income status of mid range. As per the studies it
has been understood that this target market customers are very forwards towards the current
trends and are very conscious about what they wear. Most such customers of this market are seen
in the urban area of a country. Some time they are seen to be shopping for themselves and
sometime for their children their partners (Kim and Sullivan, 2019). The customer of such a
product are known to be very sensitive towards the current trends and follow social media and
their favourite personalities. They like to stay up to date and some also try to purchase
fashionable clothes and accessories at their affordable prices. This feature of them makes them
vulnerable to offers and discount which grab their attention very easily. It is important for this
brand to establish itself in the current fashion trend in order to target this market. Advantage of
having this target of customer is that it allows the company to keep sustainability in it business as
these customers will do anything to purchase the product which is in the trend. The
psychological study has found them quiet stubborn and big brands in the fashion industry use
this trait of their to develop their business (Guercini and Runfola, 2019).
PRICE POINT & COMPETITIVE ANALYSIS
The price point of the organisation Arcina Ori is often calculated over the financial assistance of
the organisation. There is an economic perspective with regard to different elements of the
company and the organisation is embedded into maintaining its quantities that are supplied as the
product substitute. There will be a price variation with regard to all the products according to the
market (Salazar and et.al, 2019). The choices of the customers will also play a major role in
determining the price point because it is not until when the customers can get to reach the highest
amount then the organisation would probably go on setting its price standard. The price point

here is meant to attend a competitive advantage since there are a lot of companies that are
competing with each other in the market race and even small factor will determine the growth
prospect of the organisation.
The competitive analysis with regard to the organisation Arcina Ori is said to be one of the most
strategic approach towards defining the marketing policies of the organisation. The competitive
analysis with regard to this particular organisation will bring about the potential up to which it
can stand against the competition that is prevailing in the market race. In order to move ahead
with a good competitive advantage the organisation is always efficiently working towards
implementing a particular framework that will provide good quality services to its customers.
OUTLINE TOOLS AND CHANNELS
Outline tools are basically the entities that are being used by the organisation in order to make
use of the best technical support that is available. This will help to develop certain features that
are necessary in order to make this stuff exciting and effective. It is not just about creating
outlines but the additional techniques that are incorporated into the input that is work for will
result in a well designed product (Biaudet, 2017). An outline is a necessary aspect while dealing
with a brand or an entity because it is what will determine a circumstance of the organisation and
the things that it is dealing with. The brand channel of Arcina Ori here is the company's website.
The company's website is the one in which entire information regarding the product is being
depicted. Every criteria regarding the onset of new product with the particular brand are being
highlighted in its channel which is the website. The company has incorporated all the policies
and has design a wonderful website that well draw the eye of the user.
CONTENT STRATEGY-SOCIAL MEDIA
The brand that is here listed is involved in to bring about a fabulous content that is essential for
the promotion of its brand. When content is modified into a particular offence then it will be
added as a highlight to bring about the onset and the essence of brand. The organisation Arcina
Ori also choose this content to be one of the unique forms of promotion and a marketing strategy
because it believes that for a successful marketing strategy the content must be represented in a
clear format (Mei and et.al, 2017). Every information that it is working about is depicted in
different social media on the digital platforms that are doing incorporated by the organisation.
The organisation uses all the social media channels to bring about the brand into people as a

good marketing strategy. Social media is one of the boon nowadays for every organisation or a
brand to get into people and this platform is used immensely by the organisation.
DIRECT AND INDIRECT METHODS
When marketing is defined to be one of the greatest approach that is being taken forward by an
organisation or a brand then the different strategies that are incorporated will serve as a good
purpose for bringing about growth to the organisation. The direct marketing and indirect
marketing are said to be one of those strategies that are mainly important in order to move ahead
with the circumstances and approaches towards increasing customer base. Through the process
of direct marketing the organisation or a brand can aim at specific segments of customers and
this is necessary in order to persuade the choices of customers (Mulderrig, 2017). This will also
develop a particular interaction that is required for the brand as well as a customers to move
ahead on a long run. This with regard to the brand that is listed here is said to be a little approach
because the brand Arcina Ori is mostly available online and the indirect marketing technique is
said to be most favourable aspect in this regard. The indirect marketing is done by using different
tools using the technological implementations as well as the aspects that are being developed and
updated every now and then. There are also different channels like that of social media as well as
digital marketing in terms of indirect marketing and the customer support that is dealing with the
brand will also approach customers over call and explain their queries.
POTENTIAL RISK ASSESSMENTS
Risk assessment in marketing is said to be one of the favourable aspects and the most current
phenomena with regard to different promotional aspects that are happening with the
organisation. Potential risk assessments that is being taken forward by the organisation as then
by analysing every risk factor that is associated with the brand promotion as well as the pricing
strategy. In this prospectus the marketing mix is being analysed every now and then because that
will determine the different risk factors that are occurring externally as well as internal (Chang
and et.al, 2021). Through the assessment organisation or a brand Arcina Ori can confidentially
move ahead mat marketing plants and choices. The outcome that is oriented in this will be non-
hazardous and the marketing will be safe sided. The brand developed the campaign in order to
move ahead with the risk factors that are oriented full stops sometimes the technological risk
factors will be those that are revolving around hacking as well as the cyber security aspects add

there is not much assistance that is being done to all these factors because the organisation
always safe guards its information.
PAID ADS VS UNPAID ADS
Advertisements are regarded to be in different forms in this present scenario of marketing race.
An organisation or a brand which is moving ahead with the growth prospect incorporating
different promotional activities and that with regard to advertisement on different channels where
people could easily spot if something which is trending. The trend of paid ads and unpaid as is
said to be one of the most prevailing aspects in this generation. The paid ads are those that will
circulate over all the platforms and will reach numerous customers as well as the view are such
that the brand Arcina Ori will be known to many (Sundstrom and et.al 2021). The unpaid at will
have liability on the credibility towards only few population or they might not be at least
showing and different platforms. The unpaid ads are literally circulated over the social media
where there is no premium account. The premium account is only oriented with the paid ads
where the customer base can be easily increased. Now with respect to this particular brand it
loses its marketing strategy as paid ads as and when required when it is a large social media
platform and it goes and paid advertising when it comes to non-premium platforms.
METRICS AND KPIs
One of the best marketing strategy is to focus upon the metrics as well as the key performance
indicators. It is always a determining approach in order to move ahead The metrics to calculate
over the different identifiable approaches with regard to the customers as well as the choices that
are being incorporated by the brand. The metrics are said to be those that will measure different
strategies of the business. It is said to be developing a benchmark and that is required to derive
the policies as well as the tactics that the brand Arcina Ori is dealing with (Mora and et.al, 2021).
Through metrics analysis the brand is said to be incorporating a benchmark that is required in
this marketing industry. The key performance indicators are set to derive the progress up to
which the brand has incorporated in marketing strategy. The objectives that are to be achieved by
the brand are being set by observing the key performance indicators. The cross teams that are
oriented with the brand are said to be driving different strategies on multiple basis.
CAMPAIGN COLLECTION OF SUCCESS DATA
Before moving ahead with the successful approach towards data driven marketing campaign it is
necessary that the goal will have to be first identified. The brand here identifies the target

audience which are required to be approach in order to move ahead with a clear brand
understanding. This is to figure out the prospects to which the brand Arcina Ori can move ahead
in the marketing race (Mora and et.al, 2021). A good marketing campaign will have to be
derived such that the data that is oriented with the customer approach can be satisfied. This is
more like lining up the required data in terms of work that is oriented. The marketing channels
that are in association with the brand will have to be clearly chosen since these well identify the
indicators of growth.
CONCLUSION
The entire report concludes upon highlighting the marketing campaign strategy that is essential
for an organisation or a brand that is moving ahead with the growth prospect. Through this report
all the components that are being highlighted in the report are explain in such a way that will
bring about a good not his and orientation regarding the policies that are listed.

REFERENCES
Books and journals
Biaudet, 2017. Influencer marketing as a marketing tool: The process of creating an Influencer
Marketing Campaign on Instagram.
Chang and et.al, 2021. How Cause Marketing Campaign Factors Affect Attitudes and Purchase
Intention: Choosing the Right Mix of Product And Cause Types with Time Duration.
Journal of Advertising Research. 61(1). pp.58-77.
Chung, D., 2017. Laws, Brands, and Innovation: How Trademark Law Helps to Create Fashion
Innovation. J. Marshall Rev. Intell. Prop. L.. 17. p.i.
Guercini, S. and Runfola, A., 2019. Developing fashion retail operations to growth in emerging
markets. Journal of Global Fashion Marketing. 10(2). pp.145-162.
Kim, Y.K. and Sullivan, P., 2019. Emotional branding speaks to consumers’ heart: The case of
fashion brands. Fashion and Textiles. 6(1). pp.1-16.
Mei and et.al, 2017, May. Influence maximization on twitter: A mechanism for effective
marketing campaign. In 2017 IEEE International Conference on Communications (ICC)
(pp. 1-6). IEEE.
Mora and et.al, 2021. Segmenting the audience of a cause-related marketing viral campaign.
International Journal of Information Management, p.102296.
Mulderrig, 2017. Reframing obesity: A critical discourse analysis of the UK’s first social
marketing campaign. Critical Policy Studies. 11(4). pp.455-476.
Salazar and et.al, 2019. Qualitative impact evaluation of a social marketing campaign for
conservation. Conservation Biology. 33(3). pp.634-644.
Sundstrom and et.al 2021. You Have Options: Implementing and evaluating a contraceptive
choice social marketing campaign. Medicine Access@ Point of Care, 5,
p.23992026211003499.
Online
Marketing Campaign 2020: [Online]. Available through: < How to Run a Successful Marketing
Campaign (thebalancesmb.com) >
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