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 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.

1- How to build a SMART goal approach (specific, measurable, attainable, realistic and by what

date (timing)? ... Please include sources