Samenvatting

The following document proposes a marketing communication strategy which will contribute to the achievement of the first year’s marketing objectives of the F&L Designer Guide for Engagement Rings, a project invented and established by LeadGenerators, a specialist online marketing boutique in London. The F&L Designer Guide for Engagement Rings is the first edition of a series of F&L Designer Guides that will be launched in the coming years and that aim to capture a certain demographic which is in the stage of life in which they get engaged, get married and go on a honeymoon. The F&L Designer Guide for Engagement Rings, officially launched on 28 February 2014, is a freely accessible online consumer guide that provides an extensive range of articles with information, advice, inspiration and ideas about engagement rings and proposing. In addition, the website serves as a platform where F&L’s favourite bespoke engagement ring designers are displayed and promoted. These ‘F&L Favourite Designers’ will start paying a monthly membership fee by the start of 2015 in return for a range of services. By the end of February 2015, management wants to have achieved the following marketing objectives: - create brand awareness for the F&L Designer Guides amongst the members of the target groups (KPI: number of views) attract approximately 50,000 unique visitors to the F&L Designer Guides’ website (KPI: number of unique visitors) - attract and interest a 100 bespoke engagement ring designers and get them to create a profile page (KPI: number of created profile pages) Since there is a considerable difference between the business side and the consumer side of the target group, this consultancy report focuses on the consumer side only. Another marketing communications plan exists for the business side of the target group. A summary of the activities carried out to directly attract, interest and convert the engagement ring designers can be found in attachment 1. The actions recommended in this report will directly contribute to the creation of brand awareness and the attraction of visitors to the F&L Designer Guides’ website, and indirectly to the conversion of the engagement ring designers. The mentioned marketing communication activities have partly been executed already and are partly recommended to be executed in the months leading to February 2015. Based on the assumptions provided by management, the payback period of this marketing communication plan is 2 years and 2 months, which meets the wish of management to turn the F&L Designer Guide for Engagement Rings into a profitable project by 2016. The investments made in brand awareness and the website domain will create a solid basis for the future editions of the F&L Designer Guides.