Client Strategy Planning Brief Client ClaraDerma AlumierMD question How AlumierMD can aware customer about the brand, product and service Some background about the organization, product and marketing to date ClaraDerma is a medical aesthetics and laser clinic in St Catharines Ontario and has been in business since 2017 They are a service based clinic providing skin consultations, medical treatments and aesthetic treatments for skin conditions and cosmetic purposes The skin care specialists at the clinic, have been working in the skin care industry for at least 10 years Service based clinic work is the main revenue source of ClaraDerma however, they carry a fabulous medical skin care line called AlumierMD which they would like to create more awareness for AlumierMD is a combination of cosmetic and prescription ingredients meant to treat skin conditions and illuminate the skin Customers can only obtain AlumierMD products after a consultation with a skin care specialist, which can be made in person, by phone or virtually RK1 Once a consultation is complete, the specialist uploads a prescription pad of products with directions for use for each client Client information is stored and accessed whenever a client is ready to order AllumierMD prescriptions can be shipped across Canada, with free shipping for orders over $75 The clinic's current clients are using at least 1 AlumierMD product and have visited the specialists at the clinic either in person, by phone or virtually Our business goals are as follows Retain the current customer base and to expand the number of AlumierMD products they are using and Profile AllumierMD and acquire new clients from across We have carried the AlumierMD skin care line since the clinic opened in 2017 Our current customers are mainly women ranging in age from 14 70, with the majority of them in the 25 45 category Our products relate to our customers because these women desire their skin to illuminate, be anti aging and corrected of any skin conditions they are experiencing such as acne, rosacea, wrinkles, etc Competition Other clinics in the immediate area include AegisMD, AspireMD, and Skin Vitality None of which carry the AllumierMD brand Notable AllumierMD brand competitors includeVivier, SkinCeuticals and ZO Health Differentiation Our differentiator in the market is that the AlumierMD skin specialists curate a skin care regime for you for free Our team is highly educated and trained on theingredients that best suit each skin type This information is provided for free via a virtual consultation, in person consultation or via email direct messaging over social media All clientshave to do is ask ) Our specialists will upload a prescription pad of products with directions of use for each client This information will be stored in their portal to be accessed whenever they see fit or need something The client can also purchase directly from this portal with free Canada Wide shipping over $75 Marketing to Date Our marketing initiatives to date have been utilizing Instagram and Facebook for social media posting, and monthly newsletters to our current client base We rana paid Facebook ad promo for AlumierMD products and it was wildly expensive and very unsuccessful and at the end of the day, did not generate 1 sale or lead Please refer to our Instagram handle claraderma for more information Target Audience(s) Who are we talking to 3 specific groups Existing Claraderm Alumier MD clients (approximately 3,000) Existing Claraderm clients New Alumier clients Demographic, Geographic Psycho graphic information Women aged 16 65 (main focus 25 55) Live in predominately the Niagara, GTA (Golden Horseshoe) area, Ontario, Canada Care about physical appearance, good skin health, aging Want to look and feel younger, brighter and better Because AlumierMD is medical grade our target can be people with skin conditions such as rosacea, acne, hyper pigmentation) These skin indications can be easily treated with medical grade products Most people with these conditions won't have access to these products and have probably tried a multitude of prescriptions over the counter products that have not worked well in the past What is our message to the customer The message will more or less ask the existing or potential customer to order AlumierMD or contact a specialist The message will also reinforce the benefits of Alumier MD oIlluminating skin oHelp withacne, rosacea oAge prevention oProtection from harmful environmental pollutants, UV damage and premature aging cancer The message should also explain how easy the process is and how easy it is to order product Our staff is professional and knowledgeable of the product and skin care Role of the Communication Encourage customers to reach out to our team This can be via direct message on Instagram, email, or by booking a consultation (virtually or in person) The message should also reinforce the customer service and professionalism of the staff i e licencing, certification This is appealing because the customer won't be wasting their money purchasing products that are not suitable for their skin type Our team will carefully curate a custom regime for each customer A curated regime provides real results Real results happen with careful selection and medical grade ingredients What we want to accomplish reinforce To consumers is that Alumier MD is a medical grade product that gives you real results Our team is both professional and knowledgeable Benefits of the Product oWe want our audience to know we are knowledgeable, trustworthy and medically trained We want our audience to feel hopeful, empowered and confident after receiving our message We have a lot of before afters on our Instagram page to view claraderma Current Customer Insights Real Reviews Michelle is the absolute best I have been going to her for almost a year now and she has completely transformed my skin She took the time to understand what I wanted for my skin and set out a plan to get it there Her facials are great As I call it a good Michelle clean out lol She really gives you a good, deep clean and gets rid of all that pesky underground acne that hasn't come up yet with her extractions She is extremely knowledgeable and explains everything that she is doing and why it will benefit my skin She also recommended Alumier MD for my skin which has also been a game change If you struggle with acne like I have pretty much all my life, go see Michelle She will fix you up I have struggled with my skin as I have aged with rosacea, some acne and the overall appearance I have had facials and treatments with 4 of the staff (two being the owners) and I have been so happy with my results They don't oversell, they recommend only what's needed and Olenkas injections are so natural looking Alicia and Laura have my skin looking better and better (insert clapping here) Great staff and wonderful atmosphere The staff are all extremely welcoming, professional and friendly I went in for a medifacial and it was phenomenal Alicia is down to earth and really spent time to cleanse my face with a cleanser followed by microdermabrasion, and then Forma and a relaxing mask She explained each step thoroughly, and I was pleasantly surprised with her great knowledge on skin care She even recommended and wrote down a certain skincare regimen for the morning and evening tailored to my skin needs I will definitely be coming back What are the marketing objectives Primary Primary marketing objective is to Educate and inform customers about our education, team, and products Secondary Secondary marketing objective is to sell a curated prescription pad of products tailored to their needs, and also convert into in clinic services Or vice versa in clinic service clients converting to using the AlumierMD at home care We want Awareness of our AlumierMD brand, product and or service To Educate and or Information consumers and customers about our brand To Acquire new customers Retainexisting customers Win back past customers who have left the brand Extra Information What is the brand essence positioning of Allumier MD AlumierMD is founded on three core values that inform every aspect of our international brand Clean We create products that are socially responsible, clinically tested and free from over 1,300 substances banned by the E U , F D A and Health Canada We call this our commitment to Clean Science Corrective Our scientists select cutting edge, medical grade active ingredients in concentrations that increase product efficacy Clinical testing ensures exceptional results in correcting a variety of skin conditions and concerns Committed We are a true physician dispensed skincare brand that believes in the power of our professionals We know that the most effective route to skin health is a 360 degree approach, involving treatment plans and homecare products delivered with the expertise of a trusted professional What Brand Personality would you like to take on for your customers or users Proactive, Exciting Enthusiastic, Professional, Straightforward clear, Educational, Instructive In one single minded sentence I would want our customers to say I was given an honest, professional opinion and was recommended AlumierMD As a customer or user of Alumier MD, I absolutely love the results that I am seeing in my skin Is there an offer Free shipping over $75 Canada Wide Free professional advice product selection product directions How will we measure the communication's success Contact current ClaraDerma clients who aren't using AlumierMD and convince them to purchase products to at least 1 AlumierMD product each (pprox 3000 clients) this would be a strategy how big is your database Is it 3000 clients Or is this the number of purchases you are shooting for influx of 25 NEW customers to AlumierMD ROI If we need to spend $1000 month on advertising, our ROI on that ideally to be $5000 on product sales alone Timing ASAP considering we are currently in lockdown with no service revenue coming in AlumierMD product sales are our only source of revenue during this period Other Mandatories Executional Details www claraderma com 905 397 7075 https www facebook com claraderma https www instagram com claraderma RK1 Outbound call center Click to call

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Client Strategy & Planning Brief Client: ClaraDerma/AlumierMD question: How AlumierMD can aware customer about the brand, product and service? Some background about the organization, product

Client Strategy & Planning Brief

Client: ClaraDerma/AlumierMD

question: How AlumierMD can aware customer about the brand, product and service?

Some background about the organization, product and marketing to date

ClaraDerma is a medical aesthetics and laser clinic in St. Catharines Ontario and has been in business since 2017.They are a service based clinic providing skin consultations, medical treatments and aesthetic treatments for skin conditions and cosmetic purposes. The skin care specialists at the clinic, have been working in the skin care industry for at least 10 years.Service-based clinic work is the main revenue source of ClaraDerma; however, they carry a fabulous medical skin care line called AlumierMD which they would like to create more awareness for.

AlumierMD is a combination of cosmetic and prescription ingredients meant to treat skin conditions and illuminate the skin. Customers can only obtain AlumierMD products after a consultation with a skin care specialist, which can be made in person, by phone or virtually.[RK1]Once a consultation is complete, the specialist uploads a "prescription pad" of products with directions for use for each client. Client information is stored and accessed whenever a client is ready to order.AllumierMD prescriptions can be shipped across Canada, with free shipping for orders over $75.

The clinic's current clients are using at least 1 AlumierMD product and have visited the specialists at the clinic either in person, by phone or virtually.

Our business goals are as follows:

Retain the current customer base and to expand the number of AlumierMD products they are using; and

Profile AllumierMD and acquire new clients from across .

We have carried the AlumierMD skin care line since the clinic opened in 2017.Our current customers are mainly women ranging in age from 14-70, with the majority of them in the 25-45 category. Our products relate to our customers because these women desire their skin to illuminate, be anti-aging and corrected of any skin conditions they are experiencing such as acne, rosacea, wrinkles, etc.

Competition

Other clinics in the immediate area include: AegisMD, AspireMD, and Skin Vitality. None of which carry the AllumierMD brand.

Notable AllumierMD brand competitors includeVivier, SkinCeuticals and ZO Health.

Differentiation

Our differentiator in the market is that the AlumierMD skin specialists curate a skin care regime for you for free. Our team is highly educated and trained on theingredients that best suit each skin type. This information is provided for free via a virtual consultation, in person consultation or via email/direct messaging over social media. All clientshave to do is ask! :) Our specialists will upload a "prescription pad" of products with directions of use for each client. This information will be stored in their portal to be accessed whenever they see fit or need something. The client can also purchase directly from this portal with free Canada Wide shipping over $75.

Marketing to Date

Our marketing initiatives to date have been utilizing Instagram and Facebook for social media posting, and monthly newsletters to our current client base. We rana paid Facebook ad promo for AlumierMD products and it was wildly expensive and very unsuccessful and at the end of the day, did not generate 1 sale or lead. Please refer to our Instagram handle @claraderma for more information.

Target Audience(s) Who are we talking to?

3 specific groups

Existing Claraderm / Alumier MD clients (approximately 3,000)

Existing Claraderm clients

New Alumier clients

Demographic, Geographic & Psycho graphic information

Women

aged 16-65 (main focus 25-55)

Live in predominately the Niagara, GTA (Golden Horseshoe) area, Ontario, Canada

Care about physical appearance, good skin health, aging

Want to look and feel younger, brighter and better

Because AlumierMD is medical grade - our target can be people with skin conditions such as rosacea, acne, hyper-pigmentation) These skin indications can be easily treated with medical grade products. Most people with these conditions won't have access to these products and have probably tried a multitude of prescriptions/over the counter products that have not worked well in the past.

What is our message to the customer?

The message will more or less ask the existing or potential customer to order AlumierMD or contact a specialist
The message will also reinforce the benefits of Alumier MD

oIlluminating skin

oHelp withacne, rosacea

oAge prevention

oProtection from harmful environmental pollutants, UV damage and premature aging/cancer.

The message should also explain how easy the process is and how easy it is to order product
Our staff is professional and knowledgeable of the product and skin care

Role of the Communication

Encourage customers to reach out to our team. This can be via direct message on Instagram, email, or by booking a consultation (virtually or in person).

The message should also reinforce the customer service and professionalism of the staff i.e. licencing, certification ...
This is appealing because the customer won't be wasting their money purchasing products that are not suitable for their skin type. Our team will carefully curate a custom regime for each customer. A curated regime provides real results.
Real results happen with careful selection and medical grade ingredients.

What we want to accomplish reinforce? To consumers is that Alumier MD is a medical grade product that gives you real results

Our team is both professional and knowledgeable.

Benefits of the Product:

oWe want our audience to know we are knowledgeable, trustworthy and medically trained. We want our audience to feel hopeful, empowered and confident after receiving our message.

We have a lot of before/afters on our Instagram page to view @claraderma

Current Customer Insights:

Real Reviews:

"Michelle is the absolute best! I have been going to her for almost a year now and she has completely transformed my skin. She took the time to understand what I wanted for my skin and set out a plan to get it there! Her facials are great!! As I call it "a good Michelle clean out " lol.She really gives you a good, deep clean and gets rid of all that pesky underground acne that hasn't come up yet with her extractions.

She is extremely knowledgeable and explains everything that she is doing and why it will benefit my skin.She also recommended Alumier MD for my skin which has also been a game change. If you struggle with acne like I have pretty much all my life, go see Michelle. She will fix you up!"

I have struggled with my skin as I have aged with rosacea, some acne and the overall appearance.I have had facials and treatments with 4 of the staff (two being the owners) and I have been so happy with my results!!They don't oversell, they recommend only what's needed and Olenkas injections are so natural looking! Alicia and Laura have my skin looking better and better (insert clapping here)

Great staff and wonderful atmosphere. The staff are all extremely welcoming, professional and friendly. I went in for a medifacial and it was phenomenal. Alicia is down to earth and really spent time to cleanse my face with a cleanser followed by microdermabrasion, and then Forma and a relaxing mask. She explained each step thoroughly, and I was pleasantly surprised with her great knowledge on skin care. She even recommended and wrote down a certain skincare regimen for the morning and evening tailored to my skin needs. I will definitely be coming back!

What are the marketing objectives?

Primary: Primary marketing objective is to Educate and inform customers about our education, team, and products.

Secondary: Secondary marketing objective is to sell a curated prescription pad of products tailored to their needs, and also convert into in clinic services. Or vice versa - in clinic service clients converting to using the AlumierMD at home care.

"We want ...

Awareness of our AlumierMD brand, product and/or service

To Educate and/or Information consumers and customers about our brand

To Acquire new customers

Retainexisting customers

Win back past customers who have left the brand

Extra Information ...

What is the brand essence/positioning of Allumier MD?

AlumierMD is founded on three core values that inform every aspect of our international brand.

Clean: We create products that are socially responsible, clinically tested and free from over 1,300 substances banned by the E.U., F.D.A and Health Canada. We call this our commitment to Clean Science.

Corrective: Our scientists select cutting-edge, medical-grade active ingredients in concentrations that increase product efficacy. Clinical testing ensures exceptional results in correcting a variety of skin conditions and concerns.

Committed: We are a true physician-dispensed skincare brand that believes in the power of our professionals. We know that the most effective route to skin health is a 360-degree approach, involving treatment plans and homecare products delivered with the expertise of a trusted professional.

What Brand Personality would you like to take on for your customers or users?

Proactive, Exciting/Enthusiastic, Professional, Straightforward/clear, Educational, Instructive.

In one single minded sentence I would want our customers to say ...

"I was given an honest, professional opinion and was recommended AlumierMD. As a customer or user of Alumier MD, I absolutely love the results that I am seeing in my skin"

Is there an offer?

Free shipping over $75 Canada Wide
Free professional advice/product selection & product directions.

How will we measure the communication's success?

Contact current ClaraDerma clients who aren't using AlumierMD and convince them to purchase products to at least 1 AlumierMD product each. (pprox. 3000 clients) - this would be a strategy - how big is your database?Is it 3000 clients? Or is this the number of purchases you are shooting for?
influx of 25% NEW customers to AlumierMD
ROI: If we need to spend $1000/month on advertising, our ROI on that ideally to be $5000+ on product sales alone

Timing

ASAP considering we are currently in lockdown with no service revenue coming in. AlumierMD product sales are our only source of revenue during this period.

Other Mandatories /Executional Details