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SWOT Analysis

  • Strengths

    • Leah Rose Organics is a fresh new self care focus brand that promotes organic skin care products and self care tips for all of its community. 

    • Leah Rose Organics is a local female-owned small business in the Union, New Jersey area. 

    • Leah Rose has a strong engagement with its followers on Instagram.

  • Weaknesses​

    • Leah Rose Organics is new and has not been in the skincare industry as long as its local competitors.

    • They don’t have customer loyalty to the extent of other skin care companies or local small businesses.

    • Leah Rose has a small following and little engagement on its Twitter account.

    • They are a new business so they don’t have access to historical /industry data and analytics that their older competitors do.

  • Opportunities​

    • Leah Rose Organics can benefit from people wanting to shop more from local small business and female-owned businesses.

    • Leah Rose Organics is local and can be easily accessible to people within the Union County region.

    • Leah Rose Organics ships nationwide so it can reach a larger consumer audience.

  • Threats

    • Leah Rose is not the only local small business within Union County, N.J.​

    • Leah Rose's social media account is not eye-catching as opposed to competitors.

    • Competitors have already established their brand loyalty and have been in the industry longer to know what their customers want.

 

PR Situation​

  • Leah Rose Organics has an opportunity to evolve themselves as a small business to build customer loyalty.

  • Leah Rose Organics can be known as the go-to self care small business in New Jersey.​

 

Objectives

  • Awareness: 

    • Generate awareness for Leah Rose Organics’' small business and their products.

    • Generate awareness for Leah Rose Organics’ products that are handmade and available locally. 

  • Motivational:

    • Increase the number of followers to 700 for Leah Rose Organics Instagram account by April 2021.

    • Increase engagement by 15% on the Leah Rose Organics’ Instagram account by April 2021.

    • Increase the number of orders by 15% by April 2021.

  • Attitude:

    • Influence the public to see  Leah Rose Organics as the go-to local business for skincare and self care products.

    • Influence the public to see Leah Rose Organics as an aesthetically pleasing small business that promotes self care and self-love.

 

Key Messages/KVP

  • Leah Rose Organics - Skincare beauty for goddesses!

  • Leah Rose Organics helping you tap into your goddess energy!

  • Products made and delivered with light!

  • Self-caring queens!

 

Target Audience​

  • Demographics

    • Women ages 18 to 35.

    • Men ages 18 to 25 

  • Geographic

    • People who live in and near Union County, New Jersey.​

    • People who live in the New Jersey and New York region.

    • People across the United States

  • Psychographic 

    • Men and Women who are into skin care and self care.

    • Men who are into beard care.

    • People who like to support small businesses.

    • Women who like to support female-owned businesses.

    • People of color who like to support Latina owned businesses.


Strategies & Tactics

  • Strategy: Shared Media

    • I'll be using shared media with Leah Rose Organics' social media platforms to generate awareness to both its consumers and local skincare critics about their services. Leah Rose Organics will have a social media campaign to generate awareness of their Valentine’s Day drop.

    • Tactic: Leah Rose Organics will use hashtags on Instagram when posting content relating to their new product drop #LeahRoseOrganics This will allow consumers to track and share their pictures with their Leah Rose Organics orders with us. 

    • Tactic: Leah Rose Organics will have a social media contest for their Valentine’s Day drop. The Leah Rose Organics contest will have people comment below the post and tag 3 friends who are fellow skincare lovers. The rules will be that they must be following the Leah Rose Organics Instagram account and tag 3 people. The contest will pick three winners to win a skincare bundle of Leah Rose Organics goodies. 

 

Timeline/Calendar

  • February Events

    • February 1

      • Leah Rose Organicswill reveals Valentine’s Day drop on social media platforms of their bath bombs that will launch at 12 pm est.

      • Leah Rose Organics will consistently post information and pictures about the product launch on Instagram and use the #LeahRoseOrganics to build brand awareness.

      • I will create a social media calendar of dates and what content to space out throughout the upcoming weeks.

    • February 5

      • Leah Rose Organics will announce/post the social media contest at 12pm.

      • The contest entries will end February 10 and the 3 winners will be announced on February 11 at 12pm. Winners will be chosen using a digital spinning wheel and added usernames of each contest entry.

Evaluation

  • Objectives: 

    • Awareness: Generate awareness for Leah Rose Organics' small business and their services.

      • Evaluate the number of new followers, likes, shares, and comments with posts on social media relating to Leah Rose Organics.

      • Evaluate the number of engagements with Instagram hashtags for Leah Rose Organics.

      • Evaluate the number of clicks and website usage from and Instagram.

    • Awareness: Generate awareness for Leah Rose Organics' specials that is handmade and available locally. 

      • Evaluate the number of engagements with  Instagram hashtags for Leah Rose Organics Valentine's Day drop related posts.

      • Evaluate the number of views, likes, shares, retweets, and comments with posts on social media relating to Leah Rose Organics on social media.

    • Motivational: Increase the number of followers to 2oo for Leah Rose Organics Instagram account by April 2021.

      • ​Evaluate the number of followers of the Leah Rose Organics Instagram page.​

    • Motivational: Increase engagement by 15% on the Leah Rose Organics Instagram account by April 2021.​​​​

      • Evaluate the number of clicks the Leah Rose Organics website received after the relaunch and how many people actually made product orders.

      • Evaluate the number of new loyal/regular customers ordering from Leah Rose Organics.

    • Motivational: Increase the number of orders by 15% by April 2021

      • Evaluate the number of orders made after their Valentine’s Day Drop.

      • Evaluate the number of orders made from social media links.

    • Attitude: Influence the public to see Leah Rose Organics as the go-to local business to order skincare products.​

      • Evaluate the engagement from followers and the public towards Leah Rose Organics.

    • Attitude: Influence the public to see Leah Rose Organics as an aesthetically pleasing small business that promotes self-care and self-love.

      • Evaluate the behavior associated with Leah Rose Organics on social media relating to their key message.​

    • Social Media Contest

      • ​Evaluate the number of entries, likes, comments and tags related to the Leah Rose Organics contest.

 

Strategies and Tactics​

  • Strategy: Shared Media:

    • Evaluate the number of engagements with Instagram hashtags for Leah Rose Organics, the social media contest and product-related posts.

    • Evaluate the number of views, likes, shares, follows, and comments with posts on social media relating to Leah Rose Organics skincare product order related posts on social media.

    • Evaluate the number of website traffic and time spent on the website from posts on social media.

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