Marketing & Customer Engagement Strategy for Flowers by Jane, Brisbane

This report assesses the current marketing strategy of Flowers by Jane, a Brisbane-based florist, and proposes a new customer engagement strategy using social media platforms. It begins with an overview of Flowers by Jane, its products, and its target market, segmented by individuals, corporates, demographics, geography, psychographics, and behavior. The report identifies key competitors, Easy Flowers and Petals, and analyzes their social media presence. An environmental analysis highlights the importance of technological factors, particularly the increasing penetration of the internet and social media. The proposed customer engagement strategy emphasizes choosing the right social media platforms, creating engaging content, and developing a community management strategy. The report also includes a marketing budget, implementation plan, and control strategy to measure the success of the engagement initiatives, ultimately aiming to drive customer retention and loyalty for Flowers by Jane.

Running Head: Marketing & Customer Engagement
Flowers by Jane
Marketing & Customer Engagement
Marketing Plan

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Executive Summary
Flower by Jane is a leading florist which has been in the industry for over a decade. It is
a present day company which uses contemporary tools of marketing to create the brand
awareness and engagement with the purpose of increasing sales at the store. The
company has two biggest competitors in Brisbane by the name of Easy flowers and
Petals, Petals however has the most active social media account out of the above three.
In order to build the engagement with the customer to drive retention and build loyalty
amongst them a set of strategies has been suggested. The first set of strategy focuses on
choosing the right platform for the marketing and promotion and the importance of
strong relevant content to build engagement with its consumers. A unified hash tag
along with the advertising campaign will help in driving strong result and metrics of the
campaign, resulting in engagement and sales for Flower by Janes.

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Table of Content
Brief Introduction............................................................................................................................................ 3
Current Marketing Strategy of Flowers by Jane.................................................................................. 4
Profile of the Target Market........................................................................................................................ 4
Market Segmentation................................................................................................................................. 4
Competitor Analysis........................................................................................................................................ 5
Environmental Analysis................................................................................................................................ 6
Technological Factors................................................................................................................................ 6
Customer Engagement Strategy................................................................................................................. 7
Picking the right Platform........................................................................................................................ 8
Building an Engagement Strategy......................................................................................................... 9
Supplementing the Social Media efforts............................................................................................. 9
Development of a Community Management Strategy..................................................................9
Creating high engaging and value driven content.......................................................................10
Marketing Budget for Social Media Campaign..................................................................................11
Implementation and Control strategy.................................................................................................. 11
Conclusion and Recommendation.......................................................................................................... 12
References........................................................................................................................................................ 14

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Brief Introduction
Flowers by Jane with its headquarters at Adelaide Street, Brisbane have over 26 years of
years of being one of the most loved florists of Brisbane. Flowers by Jane have been
working extremely hard to deliver stylish and a learning to provide the best quality and
the freshest flowers available in the local area at the time of delivery purchase (Flowers
by Jane, 2018). The company does not aspire to make the day a memorable one for its
customers, but they want to delivery long term brand loyalty for its customer to attain
sustainability in the longer run. Flower By Jane claim that they are the best irrespective
of the fact that the customer is local, interstate or overseas, Flowers by Jane is the best
choice when delivering flowers in Brisbane. Flowers by Jane has its product offering for
number of occasions such as New Baby, Sympathy, Birthday party, Anniversary,
Corporate events, Weddings and other auspicious occasions (Flowers by Jane, 2018).
Flowers by Jane extend its services by Premium arrangement for its customers and also
extend chocolate offering in the form of Gift hampers.
The underlying purpose of the assignment here is to understand the current marketing
strategy of Flowers by Jane and its target market, how the company uses social media as
an interactive platform to create its brand awareness in the market and also to increase
its sales and engage the customers. It will also be seen within the purview of the report
to analyse one environmental force impacting the industry. A new consumer
engagement strategy will be created for the company using the social media platform

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along with the budget implications, control and implementation strategy will give
comprehensiveness to the plan.
Current Marketing Strategy of Flowers by Jane
Marketing strategy is the long term and forward looking approach of the company
towards the goal of business sustainability (Goi, 2009). Marketing strategy is the
summation of the 4P’s of the marketing mix (Gordon, 2011). Flowers by Jane Marketing
strategy in accordance to the marketing mix goes as:
Element of Marketing Mix Implication
Product Flowers, Chocolates, hampers and gifts for
all occasions
Price The price range falls into three categories:
Under $ 60
$60-$80
Over $ 80
Place Brisbane
Promotion Promotion through Facebook, Pinterest,
Instagram, Yelp, Google Advert
The marketing strategy is focussed on social media promotions.
Profile of the Target Market
Target market can be understood as the potential group of people who are interested in
the product offering of the company for buying their products (Heslop & Nadeau, 2010).
Market Segmentation
Market segmentation is breaking down the target market into segments to apply a more
focussed marketing strategy for effective penetration of the company’s product offering
(Menzly & Ozbas, 2010). In the case of Flowers by Jane, the market segmentation is as
follows:
Individuals: These are the people who are looking forward to gift flower, chocolates,
gift hamper to their friends, relatives, colleagues, family on special occasion or as a
token of showing their love to them (Cleveland, Papadopoulos & Laroche, 2011). This

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group of people are not looking for a specific type of product; they just want to gift their
loved ones.
Corporates: Corporates buy gift to show appreciation towards its employees or to mark
a good gesture for its customers (Chernenko & Sunderam, 2011). Corporates drives
most of the sales during the holiday season. The market can be further segmented into;
banks, health care, real estate, apartments, resorts, event promotions and many more.
Demographics: This includes personal attributes such as age, gender, sex, marital
status, ethnicity, education or occupation (Finisterra do Paco & Raposo, 2010). The
demographics for Flowers by Jane encompass people falling in the age group of 16-55,
both Male and female, working class and educated.
Geographic-This includes breaking the market in terms of the country, region, state,
city or the neighbourhood (Hanafizadeh & Mirzazadeh, 2011). Geographic for Flowers
by Jane include the area in and around Brisbane.
Psychographic-This includes attributes such as Personality, risk aversion, values or
lifestyle (Alexandris & Tsiotsou, 2012). Target group of Flowers by Jane has ambitious,
success oriented; achiever as their personality and their lifestyle is above middle class.
These people have good purchasing power which helps them in buying the products.
Behavioural- This implies how people use the product, their loyalty and the benefits
they are seeking for in the product (Rettie, Burchell & Riley, 2012). For Flowers by Jane,
people are buying product to gift to their closes and loved ones, they are have moderate
to high level of loyalty and they are looking to delight their loved ones by the product.
Competitor Analysis
This is extension of the marketing strategy encompassing the competitors; this involves
identifying and evaluating the strategies of the competitors to assess their strength and
weakness relative to one’s own company (Upson, Ketchen, Connelly & Ranft, 2012).
There are many competitors of Flowers by Jane due to the high demands of the
population; however the two major competitors of the company are Easy flowers and

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Petal florist network which pose a strong challenge to the market dominance of the
company.
Parameters Easy Flowers Petals florist network
Presence on Social Media Facebook, Google Facebook, Pinterest, Yelp,
Google, Instagram, Twitter
Brand Awareness Generates through the use
of Limited social media
usage
High awareness driven
through all the social media
channels of marketing
Objectives Promoting the new product
offering and customer
reviews to increase sales
The strategy is to push the
sales of differentiated
products on the social
media page to increase the
brand awareness and
engage with its customers.
Engagement Strategy Post on Facebook and
reviews on Google
Sharing of posts on
Facebook, Instagram and
Pinterest
Followers and fan Base 5786 people like the page
and 5619 People follow the
page.
15676 people like the page
and 15139 people follow
the social media page
Thus, it can be seen that Petals florist have a good social media presence, the number of
posts, social listening and number of people following the page are the reflection of the
same. Moreover, Petal florist shares more post on social media in comparison to easy
flowers giving more content for consumers to consume and engage with, shows the
dominance of the player in terms of its engagement strategy.
Environmental Analysis
PESTLE framework is one of the elementary models of environmental analysis which
uses the factors such as Political, economic, environmental, technological,
environmental and legal to assess the environment of any industry (Yuksel, 2012).
Within the purview of Flowers by Jane Company, technological factor plays a very
important role in helping the company to leverage the technological advancement for
optimum utilization.

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Technological Factors
The world has a population of over 7 billion and the penetration of Internet and social
media is more than 54%, which implies almost 3.8 billion people have easy option to
consume and shop over the internet. Social media in the present day has a very
important role to play in helping the company to become a brand, increasing the brand
awareness, engaging and retaining the customers and also educate them. In the last
couple of years, platforms such as Pinterest, Instagram has opened up plethora of
avenues for the company to increase the brand awareness and influence people to buy
the products online or Offline (Kaplan & Haenlein, 2010). The companies are taking
advantage of it to get more customer footfall and increase their sales. Over the last
couple of year Snapchat has become the first choice of the millennial (18-35 Years), thus
it makes very important for the brand to take leverage of the said social media platform.
The company has a good way to interact and increase the engagement on Snapchat and
target the growing population of millennial. These people are always on the go and
consume information on their tablets or mobile devices, thus it makes much sense for
Flowers by Jane to take leverage of the growing social media and use different
engagement strategy to target its customers.
Customer Engagement Strategy

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The global digital snapshot in the above picture reflect the growing importance to
engage customers through the use of digital and social media platforms. As evident from
the statistics, in a world with a population of 7.476 billion, the active internet user’s
stands at 3.773 billion and the active social media users are 2.789 billion which shows a
37% penetration of social media.
Brisbane has a total population of 2.4 million out of which 67% people are active social
media users. This shows how important it is to use Social media as a platform for
engagement with consumers. Some of the strategies targeted towards engagement
which Flowers by Jane can use are:
Picking the right Platform
It is very easy for the advertisers to get consumed when there are plethora of platforms
to engage with the customers, thus it becomes extremely important to identify the
online behaviour of the customers, thus using the social media channel most
appropriate to engage with the customers (Brodie, Ilic, Juric and Hollebeek, 2013). For
example, Google Plus is a dying platform which does not have a strong numbers to show
the content to, thus to invest in Google plus is waste of money. On the contrary, platform
like Facebook and Instagram which provides variety of options for selecting the target
range of the audience, choosing demographic, physiographic and behavioural targeting
helps the brand to narrow down its target group and push them highly relevant content
(Fulgoni, 2015). Snapchat is another social media platform which is used by the present
day youth to engage with the brand, Flowers by Jane has to ensure that they have a
presence on Snapchat too, and it does not lose out on the growing opportunity provided
by the platform. Hence the factors which have to be evaluated before picking the right
platform are:
 Popularity of the social media
 Type of content to be used for Promotion
 Audience profiling
 Features of the platforms
 Options for targeting the customers
 Reach and engagement ratio

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All these factors will help in identifying the factors used before picking the right
platform. For example YouTube is good for video content, Flowers by Jane can use the
platform to show the world how Flowers by Jane picks, screen, gift wraps and delivers
product to its customers.
Building an Engagement Strategy
The right way to use a social media platform is to first evaluate the purpose of the
engagement and what is the ultimate aim to drive the marketing efforts (Moreno-
Munoz, Bellido-Outeirino, Siano & Gomez-Nieto, 2016). The company also has to
understand what demographics engage with the type of content. For example a number
of people prefer Visual content over text posts, thus Instagram to be used for those set
of customers. Customer who needs to have more information can use Facebook as the
tool for engagement strategy. You tube can be used when the company wants to shows
how it selects its product range and delivers the product with the assured timely
delivery. Thus, each product has its own advantages and limitations and makes much
sense to first create the purpose of engagement, understand the demographics and the
behaviour of people on the social media platform and engage them accordingly.
Supplementing the Social Media efforts
The success of the campaign on Social media depends entirely on the mileage the
campaign receives and the effectiveness of the social media platform. It becomes really
difficult to drive the engagement by the use of just one social media platform (Sashi,
2012). Thus, it is advisable to use a combination of social media platforms all at once
and interlink the elements of the campaign to drive brand awareness as well to push the
sales. For example a post on Facebook can show to the target group, the product
offering of Flower by Jane, the product offering can be supported by the customer
reviews praising the company wide range of selection. Another series of ad campaign on
Youtube can show the process Flowers by Jane ensures in delivering the fresh quality
flowers to the customers, and Instagram can be used to give an action to call button to
the client to make the purchase. Thus, it is the collective efforts of all the social media
channels giving mileage to the campaign resulting in brand awareness and driving sales
for the company.

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Development of a Community Management Strategy
In the present day context organization are focussing on building a community on Social
media who become the positive brand advocates, engage with the offerings of the
company and help in increasing sales (Marsh, Hamer, Pagnoni & Peterson, 2012). The
community also helps in driving the brand awareness which is extremely healthy of the
organization. Flower by Jane have to identify the social media platform where it has
most active customers, in this case it is Facebook. The company then have to monitor
the behaviour of the people along with the useful information and discussion on the
social media channels and also collect the feedback from the customers. Next comes is
the process of assessing the feedback of the customers and create a strategy to deliver
relevant content to its target audience. Tailor the content to better suit the needs of the
customers to drive a good engagement strategy by the brand. Engagement strategy can
be driven by offering discount on the products, creating an online quiz for the customer
and give them a chance to win gift hampers by Flowers by Jane, creating and circulate
blogs on the company business process, practices and the ideation of its product
selection. Hence, there are millions of things one can do on social media to engage with
the customers, the bottom line is to evaluate the right platform and the right
engagement strategy for the customers to ensure business sustainability in the longer
run.
Creating high engaging and value driven content
There are more than hundreds of company blindly promoting on Social media on their
product offering in gifts to consumers and corporates. It becomes very difficult for
customer to go through the content for all the companies because of the vast amount of
data on the platforms (Seraj, 2012). Thus, the brand has to act extremely cogent in its
engagement strategy with the customers. They have to create content which is not
repeated, has certain value for the customers, the content is engaging, the content has
all the elements of engagement and conversion and is visually spectacular. The content
has to be so visually spectacular in appeal and enriching in value that customer not only
engages, but also shares the post of the company thus helping in brand awareness as
well aide in increasing the sales and spreading a positive word of mouth about the
company.

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Marketing Budget for Social Media Campaign
The idea of the campaign here is to leverage the theme of Thanksgiving and promote the
products to individual and corporate customers. The theme is divided into the
following:
 Showing the happiness flowers and gift can give to the loved ones in family.
 Showing the amount of gratitude the employer shows in the employee by
thanking him by giving him/her flowers for their contribution to the
organization.
 The campaign will go with the hashtag-#giftingflowersaredeliveringsmiles
The unified Hash tag will be circulated on all the social media platforms at the same
time with push inducing and building desired to make a purchase for the customers.
The approximate budget for the marketing on Social media platform is as follows:
Platform Cost
Facebook 50,000 AUD
Instagram 30,000 AUD
Snapchat 30,000 AUD
YouTube (Mask Head) 50,000 AUD
Google 10,000 AUD
Pinterest 5,000 AUD
All the above figures are approximate and based on the amount the company can invest
in comparison to the sales it wants to drive in the holiday season. The company wants
to increase the footfall by a factor of 5X on its store and wants to have a 7.5X increase in
sales through the website.
Implementation and Control strategy
The implementation strategy for the above mentioned marketing plan is:
 Creating a small team of digital media specialist monitoring the posts,
engagement, conversion and social listening on the platforms.
 Creation of engaging post and social media sentimental analysis.

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 Analyse the data using the technique of big data analytics to identify the
behaviour of the target audience and modulate the content accordingly.
 Review of the Marketing strategy on social media every quarter.
Control Strategy
 The control has to be seen by the management and reviewed periodically.
 Usage of metrics like; Cost per impression(CPM), Click through rate (CTR) and
other metrics driving Return on Investment
Conclusion and Recommendation
Social media is a tool which has to be compulsorily used by the companies to increase
the brand awareness and deploy engagement strategy to increase the sales of the
company. Social media is growing at a rate unimagined and thus it is extremely
important to leverage the platform for its best usage. Flower by Jane has a good social
media presence but absence of a great engagement strategy makes it difficult for the
company to focus on the desired objectives. Some of the recommendations which can
help the company in driving a good engagement strategy through its advertising
campaign are based on relevancy in content and usage of right media platform.
Flower by Jane digital team has to become extremely active on the social media
platform and do effective social listening. Effective social listening will help in
identifying and relating to the needs of the customers, which will help the company in
customizing its product offering, thus building trust with customers.
The second recommendation for the company is to be reliable in its product delivery;
this can also be shown by the company’s response within a specific timeframe and
making customers realize that the company is there to help them when required.
Creation of strong relevant content targeted towards the target group will further help
Flower by Jane is keeping a close tab on its cost as well as optimum utilization of the
social media platforms. The company has to ensure that it offers value through discount
coupon and other offers to further build trust and retain them with the company.

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Flower by Jane has to use the info graphic study on the usage of Social media by the
population of Brisbane to post the content on social media platforms. People are mostly
active in the day, when they are travelling to work, in the evening when they are
returning from work and then in the late evening when they are browsing social media
for their entertainment. The company has to post relevant content when the users are
most active, this will help the company in leveraging the platform at its fullest potential.

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