Marketing Plan Analysis

Create a detailed marketing plan for the business named #[Business Name]. The marketing plan should include the following sections. I will provide an outline of the sections and the instructions for each section as well as an example of a good marketing plan.

Business information and Mission Statement Business Goals Competitive Analysis SWOT analysis Buying Cycle Analysis Target Market Unique Selling proposition

For the Business information and Mission Statement, the information should be formatted like this: Business Information Address: #[Address] Mission Statement: #[Mission Statement]; Make the mission statement eloquent and 2-3 sentences that match the vibe of the #[Business Name] and #[Mission Statement] provided by the business owner. The Team: #[Team Members]

Here is an example of what the first section should look like: Business Information Address: Erie, PA Mission Statement: At Erica Whiting Photography, we specialize in capturing authentic moments and creative expressions to inspire self-acceptance and personal transformation. Our mission is to empower individuals to embrace their uniqueness through the transformative art of photography. The Team: Erica Whiting - owner and head photographer

For the business goals section, the business goals section should look like this: Business Goals Goal 1; concise explanation Goal 2; concise explanation Goal 3; concise explanation

Using the goals, outline the business goals in a numbered list like the following format. Include the goal in a concise manner at the top and then add 2-4 sentences detailing more information using the goals provided:#[Goals]

Example of an excellent Business Goals Section:

1. Increase Sales, Website Traffic, and Social Media Engagement. To become an in-demand photographer with a sustainable business averaging $5,000 per month, the goal will be to drive traffic to her website and expand her social media presence to reach 2,000 followers on Instagram and 1,000 on Threads.
2. Build Brand Awareness. By creating a brand style guide and a consistent brand concept, Erica Whiting Photography will be able to build trust and loyalty with her target audience. This will be done by using storytelling to communicate her offerings, creative process, and unique artistic vision, and will bring more of her target audience and sales.
3. Attract New Target Audience. By narrowing the definition of her target audience, Erica Whiting photography will be able to find clients who are comfortable paying for multiple sessions and resonate deeply with Erica’s vision and photography services. This will allow Erica Whiting Photography to develop their brand further by catering to clients that are excited by the studio’s concept, rather than attracting unwanted work.

Competitive Analysis: Identify as many competitors and their key similarities and differences as given by the business owner. Here are the details about the competitors from the business owner: #[Competitor Information]

For the competitive analysis section: the competitive analysis should be formatted like this: Competitive Analysis: Competitor Name: [#Competitor 1], Similarities: [#Similarities 1] Differences: [#Differences 1] Competitor Name: [#Competitor 2] Similarities: [#Similarities 2] Differences: [#Differences 2] Competitor Name: [#Competitor 3] Similarities: [#Similarities 3] Differences: [#Differences 3]

Here is an example of a good competitive analysis section: Competitive Analysis

1. Michael Betzner

○ Similarities: Editorial photography style, subject style such as self love, portraits, couples, etc, ability to book via the website ○ Differences: Sells prints on website, has an Amazon shop for preferred gear, creates educational content for Instagram, Tiktok, and even Youtube, sells presets

2. The Editorial Style

○ Similarities: Editorial photography style, subject style such as self love, portraits, couples, etc, ability to book via the website ○ Differences: Photoshoot Roulette program, hosts workshops and consulting programs like the Creative Thinking Program for fellow photographers, sells merchandise for the different programs that she has, is more of a brand than an individual photographer, sells presets, creates urgency by “opening books”

3. Juliet Jackson

○ Similarities: Portrait-style photos, ability to book via the website ○ Differences: Can be hired as an event photographer,, elaborate website, as a strong and unique brand

4. Melinda West Photography

○ Similarities: Creates editorial photography as well as portraits, similar photography style ○ Differences: Website is not the #1 way of booking or promoting work, uses Threads as well as Tiktok.

5. Rylee Louisa Photography

○ Similarities: Does boudoir as well as couples, portraits, and weddings, has similar pricing ○ Differences: Has a blog that is regularly updated, website is very styled, uses Pinterest

6. Ashlyn Taylor Photography

○ Similarities: Does boudoir as well as couples, portraits, and weddings, similar pricing ○ Differences: Different style photography - softer and less creative, lots of weddings featured on Instagram profile, uses Pinterest

For the SWOT analysis section, the SWOT Analysis should look like this:

SWOT Analysis: Strengths: Strengths Strength 1 concise explanation. 2-3 detailed sentences about the strength Strength 2 concise explanation. 2-3 detailed sentences about the strength Strength 3 concise explanation. 2-3 detailed sentences about the strength Weaknesses Weakness 1 concise explanation. 2-3 detailed sentences about the weakness Weakness 2 concise explanation. 2-3 detailed sentences about the weakness Weakness 3 concise explanation. 2-3 detailed sentences about the weakness Opportunities Opportunity 1 concise explanation. 2-3 detailed sentences about the opportunity Opportunity 2 concise explanation. 2-3 detailed sentences about the opportunity Opportunity 3 concise explanation. 2-3 detailed sentences about the opportunity Threats: Threat 1 concise explanation. 2-3 detailed sentences about the threat Threat 2 concise explanation. 2-3 detailed sentences about the threat Threat 3 concise explanation. 2-3 detailed sentences about threat.

Using the information from the information from the business owner, create a SWOT analysis section. Have each point in the SWOT analysis be 2 sentences. Here is the details on their opinion on the SWOT #⟨SWOT⟩

Here is an example of a good SWOT section. SWOT Analysis Strengths

1. Practicing and exhibiting artist background: Erica, the owner and head photographer is an artist that brings a unique perspective to her work. She has extensive knowledge of composition, posing, lighting and how to offer artistic, creative and unique imagery that stands out. This separates her from her competition.
2. Personalized photography sessions: Another way that she separates herself from her competition is her personalized approach to her client work. She makes sure that each session is unique to the client and uses questionnaires, mood boards and pre- session planning to curate images that are unique, authentic, untraditional and artistic.
3. Full service sessions offered: Erica Whiting Photography offers full-service collections that include hair + makeup to ensure that the client feels confident and beautiful for their photo shoot. She also offers artwork, albums, and short form video which allows the client to purchase their photos in a few different ways.

Weaknesses

1. Lack of brand style and consistency: Erica Whiting Photography currently does not have a strong and identifiable brand style, in terms of brand color palette, font, logo, etc. This makes it hard for clients to immediately resonate with her business, which results in less clinents than what is possible.

2. No easy way for clients to schedule sessions: There currently isn’t an easy and clear way for clients to understand how to book a session with Erica. This can lead to potential clients to get confused while trying to book and decide not to do it. A lack of organization and process can result in a lesser amount of sales and leads.

3. Website does not clearly communicate services and brand: The website does not clearly communicate all of the services that Erica Whiting Photography offers. Without knowing what Erica Whiting Photography is all about, how to work with her, and what they do best, customers will get confused and leave the website without booking a session.

Opportunities

1. Strong customer base: Customers clearly really love working with Erica Whiting Photography - each client has a wonderful experience and is happy with the end result. This can help with referral opportunities, good reviews, and word of mouth- one of the most valuable forms of marketing
2. Positive body-image and self love movement: There is currently a zeitgeist around body positivity, self love, and self care. Because Erica Whiting Photography focuses on making her subjects and clients feel beautiful, confident, and sexy, there is a higher demand for her services than there was in the past.
3. Client relationships: Because working with Erica Whiting Photography is an intimate experience, there is a connection that is made after the session happens because of the clients’ feelings of trust and comfort. There is opportunity for community and strong relationships to be built as well as a returning customer base.

Threats

1. No studio during winter months: Erica Whiting PHotography is located in Erie, PA which has no rentable photography studios like larger cities. This can mean it’s harder to have a reliable space to have photoshoots and can affect booking.
2. Unpredictable economy: Photography is not a basic need, and when the economy starts to do poorly, it’s probably not a high priority for clients. This can mean that during times of economic stress, sales will decrease.
3. Increased overhead or cost of equipment: A photographer needs equipment to do their job, and the prices of that equipment could increase, due to inflation. This could also affect hiring contractors for some extra help, and rented studio space. The bottom line could be affected and result in less money for the business and the owner’s take home pay.

Now for the target market section, the target market should be formatted and elaborated on like this:

Demographics: Age: 1-2 sentences on age Gender: 1-2 sentences on gender Income level: 1-2 sentences on income level Education Level: 1-2 sentences on education level

Psychographics: 4-5 bullets that detail what the target market likes and details about it.

Here is an example of a good target market section: Target Market Demographics: ● Age: Primarily adults, likely ranging from mid-20s to mid-30s. They are at a stage in life where they prioritize investing in meaningful experiences and capturing significant moments. ● Gender: Both men and women, although there may be a slight skew towards women due to their tendency to engage more actively in commemorating personal milestones and relationships through photography. ● Income Level: Likely middle to high income, as they are willing to invest significantly in luxury photography experiences and artwork. ● Education Level: Generally well-educated, with an appreciation for the artistic and creative aspects of photography. Psychographics: ● Values Artistry and Creativity: They have a deep appreciation for artistic expression and view photography as a form of art rather than merely documentation. ● Seeks Personalized Experiences: They value personalized and bespoke services that cater to their individual preferences and desires. ● Appreciates Quality and Exclusivity: They are willing to pay a premium for high-quality products and experiences, prioritizing exclusivity and attention to detail. ● Values Emotional Connection: They seek photography experiences that evoke emotion and capture the essence of themselves or their relationships. ● Open to Collaboration and Exploration: They are open-minded and enjoy collaborating with the photographer to create unique and innovative concepts. ● Celebrates Milestones and Relationships: They view photography as a means of celebrating important milestones, relationships, and personal achievements.

Target Market Information #Using the target market information, create the target market section. Here is the target market information: #[Target Market Information]

Buying Cycle: Describe the customer's buying journey using the information from the business owner here #[Information on Buying Cycle]. Each section should be at least 3 sentences.

Awareness: #Awareness Stage Consideration: #Consideration Stage Intent: #Intent Stage Purchase: #Purchase Stage Repurchase: #Repurpose Stage Example: Buying Cycle

Awareness Erica Whiting Photography’s customers are looking to boost their self-esteem, celebrate themselves or their relationship. Maybe a special occasion is coming up like their birthday or anniversary and they want to celebrate it in a unique way. They aren’t professional models, but they’d love to have a photoshoot to honor the occasion, so they’re looking for a kind photographer who can help with posing, creative direction, and bringing their artistic vision to life. Consideration In this stage, the customer begins to research photographers. They’re looking for photographers that create unique and creative artwork and work to uplift and empower their clients. They want a fun and positive experience and feel like they want to take ownership of their body, their image and own their story. During this stage, they might search google for a local photographer, look on Instagram for different photographers and check out their profile, and consult their friends for references. Intent In the intent stage, the potential customers choose Erica Whiting Photography because they appreciate the style of the photography, the experience that comes with the photoshoot, and feel comfortable with the price point. Based on the website and social media channels, the clients know that they will feel comfortable and confident during the session. The unique style of photography, they know that they’ll have help with posing, wardone, and creative direction. It’s clear that Erica will go above and beyond, and they appreciate that. Purchase At this stage, clients are looking for an easy scheduling process. They want to be able to find a date that fits their needs best, they want a really easy scheduling experience - preferably a form on the website, as well as immediate outreach from Erica Whiting Photography to confirm the time and discuss photography details. Repurchase Customers came back to Erica Whiting Photography because they felt extremely comfortable with the photoshoot and felt like they were treated so well. The photoshoot made them feel like themselves and made them feel beautiful. The photoshoot fit their needs perfectly.

After their first photoshoot, they received a 15% discount on their second session. This encourages them to think about using you again and the concept of having multiple sessions with Erica Whiting Photography, not just one.

Why they decide to buy: They see themselves in the works by Erica Whiting Photography. They are learning about Erica Whiting Photography at a time where they want to feel beautiful and confident, and they felt that Erica would understand that on a deep level. Occasions for buying: ● Self-love (birthday, major life milestone, celebrate themselves, want to work with me and be immortalized as art) ● Creative Headshots/portraits ● Non Traditional senior portraits ● Social media profiles ● Boudoir ● Branding ● Fashion ● Artistic, authentic, untraditional couples/engagement, micro/intimate wedding or elopement (limited to a handful each year)

Now create a unique selling proposition using the information about the unique selling proposition here: #[Unique Selling Proposition] Information

Here is what it should look like: Unique Selling Proposition: 4-5 sentences about the business owner's unique selling proposition.

Here is an example of a great unique selling proposition section: Unique Selling Proposition The studio’s owner, Erica, is not just a photographer, she’s a trained and exhibited artist. A session with Erica Whiting Photography is more than just a photoshoot. Each session is styled and personalized for each individual and couple through questionnaires and pre-session planning. Mood boards are provided and the sessions are collaborative to curate a series of photos that brings their unique vision to life.

Now create a brand section, it should be 4-5 sentences on the brand like this: Brand: 4-5 sentences about the business owner's brand.

Using the information from the business owner on #[brand] , create a section on brand.

Here is an example of a great brand section: Brand Erica Whiting Photography's visual brand exudes a cinematic quality, capturing authentic and raw emotions with an artistic flair. Through a moody and deep aesthetic, her images evoke a sense of mystery and intrigue, inviting viewers to delve deeper into the narrative of each photograph. With a romantic and warm tone, Erica infuses her work with emotive storytelling, creating images that resonate with the heart. Her editorial and creative approach to photography pushes boundaries and challenges conventions, resulting in captivating visuals that transport viewers to another world, where every frame tells a compelling story.

PUT IT ALL IN ONE DELIVERABLE LIKE THIS AND USE ALL OF THE INFORMATION IN #[Address] #[Unique Selling Proposition] #[Business Name] #[Mission Statement] #[Team Members] #[Goals] #[Competitor Information] #⟨SWOT⟩ #[Target Market Information] #[Information on Buying Cycle] #[brand] TO INFORM THE ENTIRE MARKETING PLAN - HERE IS AN EXAMPLE OF A FULL MARKETING PLAN: Business Information Address: Erie, PA Mission Statement: At Erica Whiting Photography, we specialize in capturing authentic moments and creative expressions to inspire self-acceptance and personal transformation. Our mission is to empower individuals to embrace their uniqueness through the transformative art of photography. The Team: Erica Whiting - owner and head photographer

Business Goals

1. Increase Sales, Website Traffic, and Social Media Engagement. To become an in-demand photographer with a sustainable business averaging $5,000 per month, the goal will be to drive traffic to her website and expand her social media presence to reach 2,000 followers on Instagram and 1,000 on Threads.
2. Build Brand Awareness. By creating a brand style guide and a consistent brand concept, Erican Whiting Photography will be able to build trust and loyalty with her target audience. This will be done by using storytelling to communicate her offerings, creative process, and unique artistic vision, and will bring more of her target audience and sales.
3. Attract New Target Audience. By narrowing the definition of her target audience, Erica Whiting photography will be able to find clients who are comfortable paying for multiple sessions and resonate deeply with Erica’s vision and photography services. This will allow Erica Whiting Photography to develop their brand further by catering to clients that are excited by the studio’s concept, rather than attracting unwanted work.

Competitive Analysis

1. Michael Betzner

○ Similarities: Editorial photography style, subject style such as self love, portraits, couples, etc, ability to book via the website ○ Differences: Sells prints on website, has an Amazon shop for preferred gear, creates educational content for Instagram, Tiktok, and even Youtube, sells presets

2. The Editorial Style

○ Similarities: Editorial photography style, subject style such as self love, portraits, couples, etc, ability to book via the website ○ Differences: Photoshoot Roulette program, hosts workshops and consulting programs like the Creative Thinking Program for fellow photographers, sells merchandise for the different programs that she has, is more of a brand than an individual photographer, sells presets, creates urgency by “opening books”

3. Juliet Jackson

○ Similarities: Portrait-style photos, ability to book via the website ○ Differences: Can be hired as an event photographer,, elaborate website, as a strong and unique brand

4. Melinda West Photography

○ Similarities: Creates editorial photography as well as portraits, similar photography style ○ Differences: Website is not the #1 way of booking or promoting work, uses Threads as well as Tiktok.

5. Rylee Louisa Photography

○ Similarities: Does boudoir as well as couples, portraits, and weddings, has similar pricing ○ Differences: Has a blog that is regularly updated, website is very styled, uses Pinterest

6. Ashlyn Taylor Photography

○ Similarities: Does boudoir as well as couples, portraits, and weddings, similar pricing ○ Differences: Different style photography - softer and less creative, lots of weddings featured on Instagram profile, uses Pinterest

SWOT Analysis Strengths

1. Practicing and exhibiting artist background: Erica, the owner and head photographer is an artist that brings a unique perspective to her work. She has extensive knowledge of composition, posing, lighting and how to offer artistic, creative and unique imagery that stands out. This separates her from her competition.
2. Personalized photography sessions: Another way that she separates herself from her competition is her personalized approach to her client work. She makes sure that each session is unique to the client and uses questionnaires, mood boards and pre- session planning to curate images that are unique, authentic, untraditional and artistic.
3. Full service sessions offered: Erica Whiting Photography offers full-service collections that include hair + makeup to ensure that the client feels confident and beautiful for their photo shoot. She also offers artwork, albums, and short form video which allows the client to purchase their photos in a few different ways.

Weaknesses

1. Lack of brand style and consistency: Erica Whiting Photography currently does not have a strong and identifiable brand style, in terms of brand color palette, font, logo, etc. This makes it hard for clients to immediately resonate with her business, which results in less clinents than what is possible.

2. No easy way for clients to schedule sessions: There currently isn’t an easy and clear way for clients to understand how to book a session with Erica. This can lead to potential clients to get confused while trying to book and decide not to do it. A lack of organization and process can result in a lesser amount of sales and leads.

3. Website does not clearly communicate services and brand: The website does not clearly communicate all of the services that Erica Whiting Photography offers. Without knowing what Erica Whiting Photography is all about, how to work with her, and what they do best, customers will get confused and leave the website without booking a session.

Opportunities

1. Strong customer base: Customers clearly really love working with Erica Whiting Photography - each client has a wonderful experience and is happy with the end result. This can help with referral opportunities, good reviews, and word of mouth- one of the most valuable forms of marketing
2. Positive body-image and self love movement: There is currently a zeitgeist around body positivity, self love, and self care. Because Erica Whiting Photography focuses on making her subjects and clients feel beautiful, confident, and sexy, there is a higher demand for her services than there was in the past.
3. Client relationships: Because working with Erica Whiting Photography is an intimate experience, there is a connection that is made after the session happens because of the clients’ feelings of trust and comfort. There is opportunity for community and strong relationships to be built as well as a returning customer base.

Threats

1. No studio during winter months: Erica Whiting PHotography is located in Erie, PA which has no rentable photography studios like larger cities. This can mean it’s harder to have a reliable space to have photoshoots and can affect booking.
2. Unpredictable economy: Photography is not a basic need, and when the economy starts to do poorly, it’s probably not a high priority for clients. This can mean that during times of economic stress, sales will decrease.
3. Increased overhead or cost of equipment: A photographer needs equipment to do their job, and the prices of that equipment could increase, due to inflation. This could also affect hiring contractors for some extra help, and rented studio space. The bottom line could be affected and result in less money for the business and the owner’s take home pay.

Target Market Demographics: ● Age: Primarily adults, likely ranging from mid-20s to mid-30s. They are at a stage in life where they prioritize investing in meaningful experiences and capturing significant moments. ● Gender: Both men and women, although there may be a slight skew towards women due to their tendency to engage more actively in commemorating personal milestones and relationships through photography. ● Income Level: Likely middle to high income, as they are willing to invest significantly in luxury photography experiences and artwork. ● Education Level: Generally well-educated, with an appreciation for the artistic and creative aspects of photography. Psychographics: ● Values Artistry and Creativity: They have a deep appreciation for artistic expression and view photography as a form of art rather than merely documentation. ● Seeks Personalized Experiences: They value personalized and bespoke services that cater to their individual preferences and desires. ● Appreciates Quality and Exclusivity: They are willing to pay a premium for high-quality products and experiences, prioritizing exclusivity and attention to detail. ● Values Emotional Connection: They seek photography experiences that evoke emotion and capture the essence of themselves or their relationships. ● Open to Collaboration and Exploration: They are open-minded and enjoy collaborating with the photographer to create unique and innovative concepts. ● Celebrates Milestones and Relationships: They view photography as a means of celebrating important milestones, relationships, and personal achievements.

Buying Cycle

Awareness Erica Whiting PHotography’s customers are looking to boost their self-esteem, celebrate themselves or their relationship. Maybe a special occasion is coming up like their birthday or anniversary and they want to celebrate it in a unique way. They aren’t professional models, but they’d love to have a photoshoot to honor the occasion, so they’re looking for a kind photographer who can help with posing, creative direction, and bringing their artistic vision to life. Consideration In this stage, the customer begins to research photographers. They’re looking for photographers that create unique and creative artwork and work to uplift and empower their clients. They want a fun and positive experience and feel like they want to take ownership of their body, their image and own their story. During this stage, they might search google for a local photographer, look on Instagram for different photographers and check out their profile, and consult their friends for references. Intent In the intent stage, the potential customers choose Erica Whiting Photography because they appreciate the style of the photography, the experience that comes with the photoshoot, and feel comfortable with the price point. Based on the website and social media channels, the clients know that they will feel comfortable and confident during the session. The unique style of photography, they know that they’ll have help with posing, wardone, and creative direction. It’s clear that Erica will go above and beyond, and they appreciate that. Purchase At this stage, clients are looking for an easy scheduling process. They want to be able to find a date that fits their needs best, they want a really easy scheduling experience - preferably a form on the website, as well as immediate outreach from Erica Whiting Photography to confirm the time and discuss photography details. Repurchase Customers came back to Erica Whiting Photography because they felt extremely comfortable with the photoshoot and felt like they were treated so well. The photoshoot made them feel like themselves and made them feel beautiful. The photoshoot fit their needs perfectly.

After their first photoshoot, they received a 15% discount on their second session. This encourages them to think about using you again and the concept of having multiple sessions with Erica Whiting Photography, not just one.

Buying Cycle Cont. Why they decide to buy: They see themselves in the works by Erica Whiting Photography. They are learning about Erica Whiting Photography at a time where they want to feel beautiful and confident, and they felt that Erica would understand that on a deep level. Occasions for buying: ● Self-love (birthday, major life milestone, celebrate themselves, want to work with me and be immortalized as art) ● Creative Headshots/portraits ● Non Traditional senior portraits ● Social media profiles ● Boudoir ● Branding ● Fashion ● Artistic, authentic, untraditional couples/engagement, micro/intimate wedding or elopement (limited to a handful each year)

Unique Selling Proposition The studio’s owner, Erica, is not just a photographer, she’s a trained and exhibited artist. A session with Erica Whiting Photography is more than just a photoshoot. Each session is styled and personalized for each individual and couple through questionnaires and pre-session planning. Mood boards are provided and the sessions are collaborative to curate a series of photos that brings their unique vision to life.

Brand Erica Whiting Photography's visual brand exudes a cinematic quality, capturing authentic and raw emotions with an artistic flair. Through a moody and deep aesthetic, her images evoke a sense of mystery and intrigue, inviting viewers to delve deeper into the narrative of each photograph. With a romantic and warm tone, Erica infuses her work with emotive storytelling, creating images that resonate with the heart. Her editorial and creative approach to photography pushes boundaries and challenges conventions, resulting in captivating visuals that transport viewers to another world, where every frame tells a compelling story.