hooRAE Client Report

Client Research Report and Strategic Recommendations Attention: Rae PardiniClient: hooRAEDate: 10 November 2015

Contents Foreword p.1

Market Insights p.3

Competitive Analysis p.6

Social Media Analysis p.10

Social Media Strategy p.13

PR & Partnerships Strategy p.16

Web Platform Recommendations p.24

Foreword When envisioning hooRAE, we look not where the company is today, but how the company can grow in the near future. hooRAE entered the market as a differentiated service provider. It started offering a variety of pre-wedding event planning services, when the traditional focus was on the wedding planning itself.

In examining the previous success of events hosted by hooRAE, it is obvious that Rae has both the skill and the passion to design unique, well-executed, and individualized events, all within a reasonable budget. However, the main challenge that hooRAE faces is brand awareness. With proven success among personal connections and referrals, hooRAE ultimately strives to break through this barrier and increase the company's market presence.

We recognize this challenge and chose to address this with three overarching goals:1. To elevate social media activity and capitalize on the large and continuously growing

variety of online wedding-based channels. 2. To identify a variety of partnerships with like-minded companies who practice similar

positioning, tone, and target audiences. 3. To promote an e-commerce strategy via affiliate marketing, both widening hooRAE’s

product selection for the consumer and driving increased revenues to hooRAE.

With these goals in mind, our strategists delved deeply into the following specific topics:

Market Insights - We started by stepping back and analyzing the current market: who are our bridesmaids and bachelorettes, and what are their motivations and desires? With this information, we could move forward determining how hooRAE could best leverage and tweak its business to effectively serve these preferences.

Competitive Analysis - A review of similar event planning services revealed there is nothing quite like what hooRAE specifically offers in the Fresno/Central Valley areas! However, the mix of competitors we found do have their respective strengths and weaknesses, and being constantly aware of the competitive landscape will surely help hooRAE’s own operations.

Social Media Analysis/Strategy - Social media has clearly become increasingly important for businesses in recent years. We were able to analyze hooRAE’s current social media and pinpoint growth and engagement opportunities for the brand.

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PR/Partnership Strategy - Creating mutually beneficial partnerships is integral for expanding hooRAE’s reach. We introduced some great platforms to work with, explained how to contact them, and determined how these partnerships could thrive.

Web Platform Recommendations - We examined the current website and recommended improvements that include: intuitive user flow; clearer communication that fully conveys the success of hooRAE’s services, and an integrated experience that allows potential customers to be fully immersed in everything hooRAE has to offer, be it social media, testimonials, or photo galleries.

Finally, in order to improve online retail store sales, we recommend a program called “affiliate marketing,” which, similar to the PR/Partnership Strategies, aims to use teamwork to create great results for all.

We hope that our research and suggestions align with the vision of hooRAE, and can help to both advance current business operations and encourage long-term success.

Sincerely,The imagiCal Team

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Market Insights In order to better understand the target market, our team first gathered some background information into the type of consumer to which hooRAE caters. Here are some key findings from our research:

General Brides-to-be are increasingly heading online to plan all their wedding and pre-wedding needs. The three most popularly visited bridal sites are: Style Me Pretty, Ruffled, and The Knot. They are on-the-go individuals who often access these sites on their smartphones. In fact, 71% of couples access The Knot from their mobile devices.

Bachelorette Parties Friends of the bride-to-be are the ones typically paying for the bachelorette party. They are often time and money conscious, as oftentimes these women are younger and are attending several weddings in a year.

4 to 5 The average number of bridesmaids in a wedding. (The Knot)

$26,400 The average amount spent on a wedding. (Cost of Wedding)

$1,700 The average amount spent on an a wedding by bridesmaids. (US News and World Report)

60% The percentage of brides actively planning their weddings on their mobile devices. (Bank Rate)

July to October

The most popular period of the year for a wedding. (Library of Congress)

27 Average age of a bachelorette in the USA. (The Atlantic)

10 Average number of attendees at a bachelorette party (Brides.com)

12%Respondents who wanted the “traditional” bachelorette experience, complete with tiaras, sashes and penis-shaped party favors. (Ultimate Bridesmaids)

23% Comparatively, the percentage that wanted a more personalized bachelorette experience. (Ultimate Bridesmaids)

67% Respondents who wanted their bachelorette party to feature dinner, drinks and dancing with their girlfriends. (Ultimate Bridesmaids)

January to July

The most popular period of the year to plan a bachelorette party. (Ultimate Bridesmaids)

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Bridal Showers Planning a bridal shower can be a stressful experience to the uninitiated. Participants want peace of mind and help in bringing that special, intimate experience to life.

Research Summary • Heavy mobile usage in pre-wedding and wedding planning suggests that optimizing

the website’s smartphone functionality is crucial. Developing an app may be a good strategy later down the road.

• Make sure to focus advertising/promotional efforts from January to July.• It is important to convey the message that hooRAE provides quality services to the

bridal party (particularly the bridesmaids), that make the process personalized, convenient and financially accessible.

26 to 30 Age range of the majority (60%) of bridal shower participants. (Brandon Gaille)

21%Bridesmaids who reported that planning a bridal shower was their least favorite part of the bridesmaid experience, compared to 7% of respondents who said it was their favorite. (Brandon Gaille)

45% Respondents who wanted help in bringing in a caterer, compared to 39% who wanted to make their own food. (Brandon Gaille)

37% Bridesmaids who want a relaxing experience. (Brandon Gaille)

20% Bridesmaids who want to travel somewhere. (Brandon Gaille)

76% Respondents who planned to host the bridal shower in someone’s home. (Brandon Gaille)

16% Respondents who plan to invite more than 40 people. (Brandon Gaille)

52% Bridesmaids who rely on Pinterest for ideas. (Brandon Gaille)

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Tips from a Fellow Professional As part of our research into the market, we reached out to a fellow event planner in the field to see what advice she may have to give. Below is information consolidated from the interview. Please note that all the content below purely her opinion.

Tracy Lyons - Director of Sales at the Presidio Golf Course, San Francisco

1. Post photos after each event on Facebook: the fun, the outfits, the decorations and shared memories.

2. Pay to promote your Facebook page. Facebook is the most highly recommended social media platform.

3. PGC advertises their company on Twitter, Facebook, Pinterest and Wedding Wire. They are moving more into Instagram, mirroring it to reflect content on the Facebook page.

4. Here Comes the Guide is the best and most expensive place to advertise online. They are a primarily bridal platform, but they can do any event including bachelorette parties.

5. Vendor profiles are a great way to get out there on platforms like The Knot, Wedding Wire, Here Comes the Guide and Todays Bride SF. A lot of companies let you have vendor profiles for free, but they will only let you post contact information.

6. Open your web browser, type in “event services” (or a related term to your business) and post ads on everything that pops up.

7. Bridal shows are a good way to grow followers. To approach potential clients, tone down the “salesman” pitch and instead focus on emphasizing face-to-face communication and learning more about the bride/her bridesmaids.

8. Fresno and the Central Valley may have a limited market. Once your business has expanded, reach beyond these places and explore what can be done statewide.

9. Proposals are a big market right now.

10. A great feature to include in your website is an “Ask the Professional” element where you can leverage your position as an expert, and offer tips and tricks on planning a pre-wedding/pre-baby event.

If you would like to contact Tracy, you can email her [email protected], or call 415-561-4661 (ext. 207).

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Competitive Analysis To better inform our strategic recommendations, it was crucial to examine other similar businesses that may be competing, directly or indirectly, with hooRAE. Here is a selection of competitors for which we compiled an in-depth analysis, and key takeaways from each one.

Bride’s Night Out bridesnightout.com

Takeaway: Adding ‘extras’ like tips and tricks on how to plan a party can help engage consumers and create a relationship with them. However, not engaging on social media or updating website content can create the impression that your business has gone under (whether or not that is actually true).

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Services

• “Stylish gifts, supplies, entertainment, and event planning services that turn ordinary pre-wedding events into memorable celebrations.”

• Party planning services: fee is 20% of the budget, $1200 minimum• Party consulting services: for DIY-ers that need guidance on

resources, ideas and planning. • They also put compile full party plans for clients to execute

themselves.• Consultations are conducted by phone, email or in person, with

fees starting at $65 per hour.

Website• Product catalogue detailing all favors, decorations, etc., on offer.• Detailed party planning guides (including party supply must-haves

and cocktail recipes.)• Media library of video and news segments in which they feature.

Social Media Presence

• Not very visible or accessible on the website.• Pinterest: more raunchy, playful images.• YouTube: interviews, around 20-200 views each.

Strengths• Good mix of services and products• Explicit pricing makes it clear for the consumer.• Guides and advice complement services.

Weaknesses• Low social media presence. • Website has not been updated since 2012, suggesting the firm is

no longer active.

Eclectic Events discodolly.wix.com/eclectic-events

Takeaway: Creating a strong website that effectively communicates the brand is important in connecting with a potential client. Details on services are useful, but without engaging visual material it is difficult to stay interested. Good reviews are not worth much if they are not publicized.

Services

• Full-service event planning• Services include weddings, baby showers, anniversary parties,

proposals and gender reveals.• Full service planning requires initial meeting with potential clients.• Office is in Fresno.

Website

• Wix-hosted website. Looks old, with poor, outdated design and formatting.

• Generic stock photographs convey little about the company and its services.

• Gallery of company’s photos are small, equally generic and do not include photographs with any people in them.

• Detailed information on the different type of services that they offer. • Website is divided into tabs by service.• Does not include any testimonials. Potential customers instead

need to search for the business on Yelp (5 star average, 13 reviews).


• Rather subpar reach and engagement levels overall.• Facebook: 268 likes. Posts are usually wedding albums or related

links. 5-star average for business based off 13 reviews.• Instagram: 97 follows. Posts are either photos from events or

behind-the-scenes content. Irregular posting frequency.• Twitter: 25 followers. Irregular posting and little engagement with

followers. Posts consist of related links, events and services.

Strengths• Wide range of services.• LGBTQ+ friendly.• Strong reviews based off the few testimonials that are out there.

Weaknesses• Poorly designed website fails to engage or persuade potential

customers. It looks outdated and lacks personality, and it gives the impression that the services are likewise.

• Despite strong reviews, the company does little to promote them.

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The Bach thebach.com

Takeaway: People like to engage with services that help simplify the party/event planning process. Despite being objectively impersonal, it conjures personality through strong content on Pinterest and Instagram. Advertising opportunities on The Bach may be something to look into further.

Services

• Online resource providing “classy bachelorette party ideas, curated venue recommendations and the tools necessary to simplify the planning process.”

• Tagline: “Simplified Party Planning for Complicated Bachelorettes!”• Potential customers select their location, then their venue/ activities

(e.g. wineries, bars/clubs) which is added to an itinerary, and finally add guests/contact info.

• Free service.

Website• Step-by-step process from location to choosing guests is fairly

simple and intuitive.• You must register first in order to make an itinerary and select

guests, but this process is easy too.


• Facebook: 7400 likes. Page shares related articles and blog links, but there is minimal user engagement. Updates every 2-3 days.

• Instagram: 18,100 followers. Bright and clean aesthetic and uses general hashtags (#weddinginspo; #bridesmaid; #bachelorette) and a unique hashtag (#shareyourbach).

• Pinterest: 3,600 followers. 119 boards featuring gift ideas, party ideas, humor and looks for inspiration.

• Twitter: 850 followers, which include restaurants, bars, stylists and beauty-focused accounts. Twitter shares blog links.

Strengths

• Can look at reviews of specific venues.• Social/share ability with venues and reviews.• Operates nationwide. In CA: LA, SD, Palm Springs, Sacramento,

SF, San Jose, Napa Valley.• It is free to use, with advertising opportunities.• Healthy following on Instagram and Pinterest.

Weaknesses• Not personalized to suit one’s specific style/needs, just a curation of

things and places as a way to streamline bachelorette party planning.

• Only helps those in major cities.

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Fairy Godmother fairygodmotherco.com

Takeaway: A well-curated online presence (website and social media) is important, especially including reviews from not only clients but other relevant parties, as well as photo albums and hashtags that fit the brand.

Services

• Offices in both Bakersfield and San Diego, but are willing to travel.• Wedding and special event planning (birthdays, corporate, baby

showers).• Full-services packages that include coordinating on the day.• Free initial consultation through online inquiry form. • Flat fee charge for non-wedding events.

Website

• Layout is professional, with an extensive number of tabs and pages, including a gallery showing photos from each type of event.

• Reviews, labeled “Applause," showcases strong evidence of quality work. These come from clients, guests of the client and vendors.

• “Applause” supplements a 5-star average rating on Yelp.• Blog posts recap events and provide vendor information.


• Facebook: 4000 likes. 4.8 stars from 93 reviews. Features a photo-heavy page with a “Meet the Fairies” photo album, highlighting event coordinators.

• Instagram: 1300 followers. Uploads photos of events and behind-the-scenes photos of employees’ lives (with the brand-specific hashtag #lifeofafairygodmother).

• Pinterest: 445 followers. Typical inspiration boards and unique concept and wedding photoshoots from their own events.

• Twitter: 275 followers. No original content; only links to Facebook/Instagram content.

Strengths• Wedding Wire Couple’s Choice Awards 2014, 2015.• The Knot Best of Weddings 2014 Pick.• Well-updated website and social media accounts.• Comprehensive services, with reviews making it seem high-quality.

Weaknesses • May be on the pricey side, based on Facebook price range.• Actual prices are hard to find out without submitting an inquiry form.

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Social Media Analysis We conducted a brief analysis of hooRAE’s social media accounts to identify areas of success and areas for improvement. This was based off data collected on 10/5/2015.

Twitter

Facebook

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Followers 1

Tweets 7

Last Tweet June 17

Average Retweets 0

Average Favorites 0

Content Strategy Linking content to Instagram

Analysis

Twitter account is outdated, and may not be the most profitable platform on which to focus. It is difficult to the brand’s target demographic effectively. The account could be used as a repository of all other social media/blog content. Tweets can link to new posts on other platforms.

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Likes (Reach) ~380

People Talking About This (Engagement) 3

Engagement Ratio 0.8%

Growth 0%

Average Likes 3-5

Average Comments 0

Average Shares 0

Content Strategy Linking relevant articles/blogs, highlighting events that hooRAE has organized.

Analysis

FB ads/analytics will allow brand to target demographic semi-accurately. It is predicted that FB will have the greatest reach, but Instagram/Pinterest will have greater engagement with a new content strategy. More efforts need to be focused on Facebook.

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Instagram

Pinterest

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Followers 500

Posts 70

Average Likes ~40

Average Comments <3

Average Shares 0

Content Strategy Snapshots/best work highlights of events that that hooRAE has organized.

Analysis

Follower/following ratio is low. Posting schedule is inconsistent. Some filters are inconsistent with the fun and bright brand aesthetic. We can optimize reach/engagement by identifying more popular hashtags relevant to content. It is predicted that reposting user generated content, such as posts from clients, will increase engagement.

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Followers 22

Content Strategy Inspiration pins and photographs of work highlights.

AnalysisThe profile picture needs to change to reflect the company logo. Pinterest houses the target demographic. The best way to increase reach/engagement may be to start posting DIY “pictorials” (e.g., DIY Easy Bridal Dessert Bar).

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Analysis Summary Depending on objectives (reach vs. engagement), efforts should be put into optimizing Facebook, Instagram and Pinterest, in that order of priority. Facebook is the social media platform with the greatest potential for reach. Pinterest is the social media platform with the greatest potential for engagement.

Considerations should be taken into ways to increase brand awareness and what types of campaigns would have the most impact on the target demographic (giveaways, weekly tutorials, etc.)

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Social Media Strategy Growth Tactics Goal: Build followers across key social media platforms.

1. Repost content from more popular blogs and accounts such as Budget Savvy Bride or Loverly, tagging the accounts on your posts (Instagram).

2. Maintain a consistent “theme” that conveys hooRAE’s party planning styles (all social media platforms).

3. Continue to use general hashtags to capture a large audience and specific hashtags to brand the business.

• Popular pre-wedding hashtags: #WeddingWednesday and #BridesmaidsGoneWild (DesignMantic).

• Popular baby shower hashtags: #MomToBe and #Congratulations (RiteTag).• Some ideas for hooRAE-branded hashtags include: #MyMatRAEmony,

#RAEmarkablemoments, or simply #TheLastHooRAE (Instagram).

4. Build a Yelp presence through reaching out to past clients; uploading the best photos of a diverse event mix, and adding business details (Yelp).

5. Facebook ads allows users to target segments, geographically and demographically. E.g. San Diego, Los Angeles and Sacramento are the areas where “Bachelorette Party” searches were the most common in California (Facebook).

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Content Tactics Goal: Create content that will develop hooRAE’s brand personality.

1. Create listicle blog posts in the vein of BuzzFeed articles. Examples include: “17 Best DIY Gifts for Your Bridesmaid”; “13 Ways to Avoid Party Planning Disasters” and “The Must-Have Event Planning Checklist” (post blog links on Facebook, Instagram and Pinterest).

2. Post easy picture-based tutorials. Examples include: Bachelorette Dessert Bar, Easy Bachelorette Party Favors (post on blog and then link on Pinterest).

3. These tutorials could also be made into a video engagement series — 15-second videos that could include DIY projects or tips and tricks to party planning, while also introducing Rae as a spokesperson for her brand (Instagram).

4. Regularly share and categorize pictures of events, including dessert bars, DIY decorations and party favors (Pinterest, Facebook).

Pictured above: A sample Instagram post, with a quick tip that can engage followers. The design is simple and replicable, but still attention-grabbing.

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Engagement Tactics Goal: Build a relationship with followers to drive business.

1. Introduce a referral system and promote the system through all social media platforms, particularly website and Facebook pages.

2. Formulate a user-generated content system, where if individuals share hooRAE’s content on Yelp/Facebook or Instagram, they will receive some reward or discount on the next service (can be contest-based).

3. Offer giveaways and flash sales of custom bachelorette/bridal/baby shower gifts (working in conjunction with online store).

4. Post at specific times to catch followers at prime points. Different platforms have different optimal periods. These are as follows (CoSchedule Blog):

• Facebook: Between 1 - 4pm, late into the week and on weekends.• Pinterest: Later at night, especially on Saturdays (8 - 11pm).• Instagram: Fairly steady engagement throughout the week, between 2-3pm and

8 - 9pm. Avoid Sundays, however.

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PR & Partnerships StrategyWe explored different online opportunities to increase hooRAE’s brand awareness. The potential partners below are the ones we gathered to be the most effective in terms of growing the company’s network, while requiring minimal effort on hooRAE’s part.

WeddingWire / EventWire weddingwire.com

About

WeddingWire is the nation’s leading company serving the wedding, corporate and social events industry. Launched in 2007, WeddingWire is the largest and most trusted online marketplace connecting merchants with engaged couples and party planners. Moreover,the SaaS business platform powers the front and back office for tens of thousands of event merchants, from venues and photographers to caterers and entertainers. EventWire is the partner site that specializes in event and party planning for any type of event.

Partnership Opportunity

Ads could be placed on the WeddingWire site, furthering brand awareness and exposure. Under EventWire, there are specialized communities (“Celebrations” and “BabyShowerWire”) that are more specialized online event directories. Advertising on both networks reaches clients that are looking for services that hooRAE caters.

Partnership Benefits

WeddingWire has a very large reach, and the specialized communities within the WeddingWire/EventWire allow for greater targeting. People looking into wedding vendors may peruse EventWire to find pre-wedding services.

Contact Information

You will need to become a member of the site, and then create an online profile. From there, you can pursue advertising opportunities on the website.

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Here Comes the Guide herecomestheguide.com

About

Here Comes the Guide is a wedding planning service that covers weddings, rehearsal dinners, receptions and/or bridal showers. They have detailed information, photo galleries and virtual tours for hundreds of wedding venues planning across California, to DC and back. They screen hundreds of wedding vendors, such as bakeries, party favor/invite producers, photographers and other services.These services are then listed on the website to create an all-around easier wedding hunt and process.


Promotional opportunities can come from either (a) advertising on their website, or (b) having hooRAE featured as a vendor.


By partnering with Here Comes the Guide, you would be able to increase exposure for the company and for future potential partners. Here Comes the Guide is a local (to Berkeley) company that has had the same staff for many years. The company seems extremely reliable, hardworking and organized. Vendors need to be certified by the platform, and are therefore seen as credible and trustworthy. This can bolster hooRAE’s brand image as well.

Contact Information

For advertising purposes, call (510)-548-0440 or email Here Comes the Guide at [email protected]. To become a potential vendor, visit <tinyurl.com/HCTG-apply> and answer the listed questions. Email your answers to Jenna Miller, Director of Vendor Sales at [email protected].

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The Budget Savvy Bride thebudgetsavvybride.com

About

Founded in 2008, The Budget Savvy Bride has been recognized as the go-to source for brides on a budget, with its owner/editor Jessica Bishop garnering television and radio coverage. The site offers resources and tips on how to produce an affordable wedding experience. It has been named as a Top 100 wedding blog by BrideTide for the past four years. It has been listed as being in the top 50 wedding websites with the highest worldwide traffic.


Advertising on the site or creating a custom campaign for them to run. The platform also features a large Resource section, with sections including “Bachelorette Parties," “Planning Tools” and “Wedding Websites.” All of these are potential outlets with which there is potential to connect.


The Budget Savvy Bride is a highly followed blog with a very active presence on social media as well that may be able to be leveraged (3,300+ Twitter followers; 5,800+ Instagram followers; 11,000+ Facebook likes; 21,000+ Pinterest followers). Placing advertisements, or working with The Budget Savvy Bride in other ways, can build exposure in the wedding market. This is especially true considering its focus on affordable weddings, which is in line with the hooRAE brand messaging for its pre-wedding services.

Contact Information

Ad purchases work through the PassionFruit platform. Visit <tinyurl.com/BSB-passionfruit> for pricing options and details. To purchase a one-year listing in their Resource section, which contains wedding/pre-wedding services vendor information, visit <tinyurl.com/BSB-resources>.

You can also email [email protected]. Full media kits are available at that address as well.

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Wedding Blogs 100 weddingblogs100.com

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About

Wedding Blogs 100 is essentially an online database of wedding-related blogs. It has been curated by BrideTide, a wedding poll and opinion specialist, since 2009. Since then, Wedding Blogs 100 has become a resource that many couples use to plan their weddings. The list is updated every 90 days to ensure that all blogs present on their website are still active. Blogs are divided into different categories — by geography, style and services.


Firstly, hooRAE can nominate itself as a top wedding blog to claim its spot on the database. Please note that blogs need to have been active for over one year before qualifying for nomination. For more information, visit <tinyurl.com/WB100-nominate>.

Secondly, hooRAE can become a sponsor and advertise on the Wedding Blogs 100 website. This entails getting your brand logo (125x125 pixels) to display on every page of their website, for a rate of $499 per 6 months. Visit <tinyurl.com/WB100-ad> for more details.


Wedding Blogs 100 has the prestige of being the top result whenever someone searches “wedding blogs” on Google. This directly reaches couples who are just starting to plan their wedding. Furthermore, the vast majority of their visitors are women and in the 25-34 age range.

Even without partnering, Wedding Blogs 100 represents a great resource for looking into other blogs (what they are doing/ potential partnership opportunities with them instead).

Contact Information

Their general email address is [email protected]. They also have a Twitter account under BrideTide (@bridetide).

The Southern California Bride thesocalbride.com

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About

Recently established in 2014, The Southern California Bride is a regionally specific wedding blog providing inspiration for the SoCal bride-to-be. The blog is active, posting several posts per month. It also has a presence on Twitter, Instagram, Facebook and Pinterest. It features articles on wedding styles and services, as well as a vendor network for related companies.


The Southern California Bride has an atypical vendor network, choosing to limit the number of their selections into a ‘Vendor Boutique’. Professionals must be vetted through an application process for an exclusive membership.

The benefits of a membership include: a private Facebook group (for internal networking opportunities); a brand profile on the website; social media promotion and tracked link information. Memberships have an annual cost of $275. A-list memberships come with even more benefits, at $449 per year. For more information, visit <tinyurl.com/SCBride-vendor>.


The website targets hooRAE’s market directly. According to their reported demographics, 92% of site visitors are female and 55% reside in California. Visitors also average in the 25-34 age group.

They have a strong social media reach too, with 3,100+ followers on Facebook; 9,100+ followers on Instagram and nearly 18,000 followers on Pinterest.

Contact Information

To apply for vendor status, visit <tinyurl.com/SCBride-apply>. They are also reachable by email at [email protected].

Loverly lover.ly

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About

Loverly launched on Valentine’s Day 2012 by one-time maid of honor Kellee Khalil and her team of former bridesmaids and groomsmen, with the aim of simplifying the wedding planning process. It is marketed as a “one-stop shop” for wedding planning, where brides and grooms may find ideas, people to hire and things to buy.

They are very active on social media. In particular, they run a highly successful Instagram blog with over 200,000 followers.


On the website, hooRAE can create a free vendor profile page, where it can upload and tag pictures of its products and services and then begin reaching Loverly users via search. To sign up as a Loverly business, visit <tinyurl.com/Loverly-vendor>.

Online advertising opportunities are also available — visit <tinyurl.com/Loverly-ad> for more details or email [email protected]. To get featured on Loverly’s Instagram account, hooRAE can post photos with the hashtag #soloverly.


The website claims to have 2.6 million influential and highly engaged users. Its Instagram has 200,000 followers.

Contact Information

There is no explicit email address on the website, but clicking on the “Contact” section of the website will open up a submission box for inquiries.

Style Me Pretty stylemepretty.com

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About

Since 2007, Style Me Pretty has brought chic, stylish weddings to the masses. It boasts pages of gorgeous wedding and bridal fashion inspiration from real brides and grooms. They are branded as refined elegance mixed with a twist of modern design, and a must-read for every planning bride. The website features “Do It Yourself” projects, wedding photos, a Vendor Guide, and a Look Book.

It is one of the most highly acclaimed and researched wedding bloggers in the modern market. They have a robust social media presence.


If hooRAE were to get involved with Style Me Pretty, it would first have to be a blog recipient/reader. After this happens, hooRAE may be able to become a potential vendor or perhaps get a shoutout on one of Style Me Pretty’s posts.


Leveraging Style Me Pretty could provide more exposure. Through a blog like this, hooRAE could reach many millennials that will outsource inventive and creative ideas to their friends as well.

Contact Information

To be featured on their vendor site as a potential pre-wedding event planning service, hooRAE would have to apply through their online membership service. Visit <tinyurl.com/StyleMe-apply> for more information.

Additional Creative PR Strategies

1. Featured Sponsored ContentSimilar to a blog post (but a bit more extensive), frame a story about one of hooRAE’s previous clients. Have this article featured on one of the various wedding websites. The narrative must be cute and unique, to the extent that companies would feel inclined to have it featured. Additionally, it should highlight the hooRAE brand specifically, and why its services are necessary in taking the burden off of those involved in the wedding.

2. Special Occasion Instagram ContestRun a contest over Instagram that reaches out to ask hooRAE followers to submit their favorite memories regarding either Valentine’s or Mother’s Day - and why that memory remains so special.

The contest could be titled “RAEmarkable Memories” and it could be publicized through Instagram direct message and across all of hooRAE’s social media platforms. Rae will then be able to judge the concepts and ideas (perhaps even keeping a blog post series reacting to select submissions). The winner will then be offered a free/discounted rate bringing to life an event related to Valentine’s or Mother’s Day.

3. Non-Wedding Related PartnershipsThere are other types of businesses that hooRAE may be able to partner with that are not directly in the wedding industry, but whose consumers align with the target market of hooRAE nevertheless. Examples could include craft stores such as Jo-Ann Fabric, Pat Catan’s Arts and Crafts, or Michaels.

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Web Platform Recommendations We examined hooRAE’s current website and developed strategies to optimize flow and build engagement with visitors. We then developed an e-commerce strategy utilizing affiliate marketing for the online retail store, along with locating potential vendor partners for hooRAE.

Website Optimization Tactics

1. Implement a Pop-Up IntroductionOften on competitors’ websites, there would be a pop-up box that appeared as a visitor entered. It may be beneficial to implement a similar feature to greet visitors. There could be an option to sign-up for hooRAE’s mailing list.

Alternatively, if the pop-up feature is not feasible, the mailing list sign-up can be moved to the very top of the front page, thereby capturing visitors’ attention when they first click through.

2. Revamp Services PageUnder the “Services” section, there should be a sample photo of each type of event, with a price point and a mini-description. This should link to a corresponding gallery of photos of each event if possible, thus giving a potential client a fuller impression of hooRAE’s services for each specific need.

3. Upgrade TestimonialsCurrently, testimonials are ‘hidden’ in the “Photos” section of the website. This means that potential clients must click on the galleries before reading testimonials of past clients. In order to make these important evaluations of hooRAE more visible (and therefore improve brand image), testimonials should become its own section.

Furthermore, consider also getting not only client testimonials but also guest and vendor testimonials to show how great hooRAE’s services are from all sides. Cultivating a Yelp page would help with garnering more reviews and quotes from past attendees and clients.

4. Restructure General LayoutCurrently, the galleries of photographs are organized by client. From the point of view of a potential client, it would be more intuitive to organize the galleries by type of event.

The tabs that organize the website could be reordered to create a more logical flow, reflecting the order in which potential clients may approach the decision-making process. Therefore the tabs should be ordered: Home > About > Services > Photos > Testimonials > Shop > Blog > Contact.

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5. Plug Social MediaSocial media should be made more prominent on the website to build followers on these alternative platforms. An option could be having the pop-up introduction ask visitors to follow hooRAE on various social media platforms, particularly its Instagram, Facebook and Pinterest pages. Moreover, the social media icons on the very top of the website could be made larger and more prominent to attract more click-throughs.

6. Engage Visitors with Expert AdviceTo build hooRAE’s reputation as a knowledgeable event planning business that can deliver, include either a “Tips and Tricks” or “Ask a Professional” section where Rae can share professional advice on event planning. These topics can be very simple (e.g., 3 Favorite Winter-Themed Cocktail Recipes) — but they convey the message that hooRAE is an expert at what it does, and it wants to help everyone to become a better event planners themselves. An “Ask a Professional” feature could engage visitors by asking them to email/Tweet in questions that Rae can answer herself. These features can either become their own sections, or be integrated into the hooRAE blog.

Pictured on the following page: A mockup of an updated Services section of the website. Each image represents a service that hooRAE offers.

When a visitor hovers over an image, a description of the service with its key information would pop up (for this image, it would be a Bridesmaids Brunch). Visitors would then be able to click through to a gallery of event photos related to said service Please also note the larger prominence of social media/newsletter buttons and the revised tab order.

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Online Store Recommendations

Recommended Store Integration Process: “Affiliate Marketing”

What is affiliate marketing? Affiliate marketing is a method for one company to sell its products by recruiting individuals or other companies (known as “affiliates”) who market the company’s products in exchange for commission.

Visit Enterpeneur.com for more details at <tinyurl.com/af-mark>.

How does it get measured back to hooRAE?1. Affiliate purchases are tracked when a customer who has received your referral

clicks on an affiliate link on your page. 2. He/she is redirected through the servers of your chosen affiliate marketing network,

onto the online retailer’s website. 3. Once the tracking process has been secured based on the clicks of a referred

customer and the affiliate’s cookies have been set, the customer checks out on the retailer’s site.

4. Through this click-tracking process, the business will be able to track which purchases come from what affiliate.

For further information, please visit <tinyurl.com/tracking-purchases>.

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Pictured above: A mockup of the proposed Shop page, with images of a vendor’s products separated by type (apparel, decor, etc.) Clicking on a product photo will redirect visitors to the main site of sale.

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Potential e-Commerce Partners

1. Beau-Coup

2. Bridal Party Tees

3. Etsy (Vendors)

4. The Bachette

Products Gifts for bridal parties, bridal showers and baby showers.

OpportunityBeau-coup has an established affiliate program, with an expectation of >10 client order per year, commissions of >10% and an average order size of $150. More information about the program can be found at <tinyurl.com/BC-affiliate>.

Contact Affiliate manager can be reached at [email protected].

Products Custom bridal-themed apparel and accessories.

Opportunity If hooRAE has any personalized designs, there are opportunities to customize the products and sell them through this company.

Contact Website: bridalpartytees.comEmail: [email protected]

Products Varies by vendor, but Etsy covers everything pre-wedding and more.

Opportunity Contact specific vendors selling on Easy about forming potential partnerships. For example, The Little Bridal Shop or Marry in Blue.

Contact The Little Bridal Shop: thelittlebridalshop.etsy.comMarry in Blue: marryinblue.etsy.com

Products Bachelorette-party themed products.

Opportunity The Bachette is a relatively new company that may be looking for partners to expand their brand.

Contact Website: bachette.comEmail: [email protected]

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5. Before the Gown

6. The Baked Equation

7. Wedding Chicks

8. Paperless Post

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Products Personalized bachelorette/bridal party boxes.

OpportunityIt provides brides and bridesmaids the personalized experience that they are looking for in the market, in order to make the event extra special. It is also a newer company looking to expand their brand.

Contact Website: beforethegown.comEmail: [email protected]

Products Personalized baked goods.

Opportunity The customizable baked good products may be a great expansion into “will you by my…” events, bridal showers and bachelorette parties.

Contact Website: thebakedequation.comEmail: [email protected]

Products Personalized bridal party, grooms/groomsmen and baby-related gifts.

Opportunity Products are in line with a variety of hooRAE’s services. The products fit with the branding aesthetic of hooRAE.

Contact Website: shop.weddingchicks.comEmail: [email protected]

Products Paper and online invitations catering to a variety of events.

Opportunity Artistic, creative bachelorette and bridal party invitations.

Contact Website: paperlesspost.comLeave a message: paperlesspost.com/about/contact

Thank you for your time.

Consultants Timothy Ma Project ManagerSofia Pardini Account ManagerConnie ChenJeffrey ChenPatricia FlynnMariah GrimwoodSarah McLaughlinMitchie Nguyen

UC Berkeley’s award-winning advertising team and creative consultancyFor more information, please visit calaaf.com

http://calaaf.com

http://calaaf.com

Documents

hooRAE Client Report