CASE : Home Sweet Home* is an eco-living retailer located in the trendy Inglewood area of Calgary, AB. It was

founded in 2015 by Ashley and

Brandon Phillips. As a millennial couple, they value healthy living and the

environment. When they

started the business, their aim was to provide consumers looking to live a

similar lifestyle to their

own. They started out selling dcor and furnishings; today, their store offers

a

range of non-toxic home

products from organic mattresses and bedding to quality natural skincare and

baby products.

Target Market

The target market includes

millennials much like themselves (born between 1981 - 1996). The target

market's specific

characteristics include:

Family oriented with school aged children

Household income of $80K +

Concerned with health, wellness, vitality, ethics, and the environment.

They buy from Home Sweet Home

because they want to avoid illness (prevention) and live longer,

healthier lives.

Current Promotions

They have a website (where

consumers can order online) and use both paid and organic digital and

traditional marketing methods

to create brand awareness. Specific marketing tactics include:

Social media: regular organic postings on Facebook and Instagram

Endorsements by influencers on Instagram

Hosting events for consumers to see their products and hear speakers

Direct email campaigns through email and postcard offers

Paid

google search ads that are launched seasonally to promote certain products

A

blog with regular posts on how to live an eco-friendly lifestyle

The Brand

The brand is designed to be

clean and modern. It has always been their mission to provide product

solutions that not only meet

the standards of health, ethics, and sustainability, but that also appeal to

the aesthetic and quality

demands of people living a modern urban lifestyle.

Current Situation

The company has had some good

success in the local community largely due to its access to walk by

traffic. However, they would

like to improve sales through more digital marketing efforts. Their sense if

they if they can get more

testimonials, it will improve their reputation and increase profitability.

While they have invested

$10,000 into paid and organic media in the past year, they are not certain if

and/or what is working.

How to Build a Measurement

Framework for the company based on your strategic goal and marketing

objectives ?

For Build a Measurement Framework include 5 marketing objectives , 5 tactics for each objective ,5 measurement for each tactic and overall strategic goal

Strategic Goal: explain the strategic goal for the company.

o Marketing Objectives: explain the 5 marketing objectives you have chosen to

achieve the strategic goal.

o Tactics: discuss your rationale for each tactic. Remember, tactics should only be

directly related to digital marketing efforts. Each marketing objective requires a

minimum of 2 tactics.

o Measurement: define the metrics for each tactic and explain how that

measurement will achieve the marketing objective associated with it.

o Timing: provide an explanation for the date of completion for each tactic. This can

be a specific date or in general such as a month or time of year.

Please include sources.