Baby Bean Photography
Overview
What i did
Throughout the Meta Digital Marketing Associate Certification, I created a marketing plan and materials for Baby Bean Photography.
About Baby Bean Photography:
Baby Bean Photography is a B2C business, with online booking, located in Augusta, GA. Kristen Bean was unsatisfied with the limited perspective that infant photographers offered when she had her first child. Most photographers captured lovely, staged photos with swaddled babies and smiling parents. However, she felt that that was not the only way to capture the love during the postpartum period. Through Baby Bean Photography, Kristen seeks to artfully capture motherhood and raw parenting moments. Her candid style of photography captures memories with beautiful lighting and composition.
Recently Kristen has started offering maternity photoshoots that she hopes will generate repeat customers. She is considering offering a packaged deal that includes a maternity shoot and an infant shoot.
SMART Goal:
- Book 18 of the newly offered maternity and infant packages in 6 months. We should be able to achieve this based on the recent history of maternity bookings.
- Increase website traffic by 25% in the next 6 months. Baby Bean’s website traffic has been steadily increasing since it launched. However, with more consistent social media engagement we should be able to increase website traffic.
KPIs:
- Bookings – our goal is to book 18 maternity and infant packages. Therefore, we need to track the number of maternity shoot bookings to ensure that we are on track to meet our goal by the end of the six-month period.
- Website Traffic – our primary booking method is through our website. We need to monitor how many visitors navigate to the maternity and infant package page.
- Social Media Performance Metrics – while building a social media calendar we will monitor the likes, shares, comments, impressions, and click-throughs to guide future social media engagement.
- Conversion Rate – we need to understand how many website visitors are completing package bookings to optimize the landing page.
- ROAS – which ad campaigns are most cost-effective?
Persona:
Sample Instagram Post:
Customer Journey:
Awareness:
- Madra is early in pregnancy and is actively browsing local photographers in preparation for her maternity. She is most receptive to Facebook and Google search results. She sees Baby Bean through targeted SEO, placing Baby Bean Photography near the top of her search results.
Interest:
- Later, as Madra browses her Instagram feed she sees a boosted post containing an image from one of Baby Bean’s maternity shoots. Madra is interested in the unique artfulness of the photo that captures the mother’s individuality.
Desire:
- Madra continues to browse photographers but keeps coming back to Baby Bean’s style of photography. She decides to visit the website and likes the convenience of the new package and booking a maternity shoot and infant shoot at the same time. She follows Baby Bean on Instagram.
Conversion:
- Madra sees an Instagram post that offers a discount when you book the maternity and infant package. She visits the link in the Instagram bio, and she books her sessions.
Advocacy:
- Baby Bean shares the photos with Madra, who shares them on her social media and with friends and family. She boasts about how much she loved the experience and the results.
Social Media Calendar Audit :
Creative Brief:
Project Title:
- Advertisement for new maternity and infant package deal.
Project Overview:
- Image assets for maternity and infant package. Due one month before package launch.
Objective:
- The goal is to encourage customers that are planning to book their maternity photo session, to also book their infant photo session with Baby Bean Photography.
Target Audience:
- The target audience is educated, creative, 20 – 35-year-old, women with a household income between $75,000 and $150,000 per year, located in Augusta, GA, and the surrounding area. They are interested in local arts and crafts, midwifery, and nature. Due to location, many are working military, or military spouses, or work in medicine. They value recording memories and sharing them artfully. They are often busy and enjoy the convenience of online scheduling.
Competitors:
- There are a lot of photographers in the area. Many are untrained photographers, but who have artistic talent. There are 18 direct competitors that specialize in infant photography and are similarly trained. 16 of those photographers also offer maternity portraits. 12 of those offer a discount for booking both a maternity and an infant shoot. Currently, 5 offer a 10% discount and 7 offer between $10 and $50 off. Only 3 have online booking, but all of those require precise scheduling for infant photoshoots, which can be a challenge when delivery dates are not exact.
The Offer:
- Baby Bean is offering a maternity and infant package. The package price is $25 less than booking the photo sessions separately. Baby Bean also offers the convenience of online booking with a flex schedule for infant photo shoots.
Key Benefit:
- In addition to a discounted rate for booking as a package, Baby Bean offers flex scheduling. Every mother experiences maternity and birthing differently. Baby Bean works with the mother to make sure that their memories are beautifully captured. This means that when they book the maternity and infant package, Baby Bean will be there during pregnancy and birth/postpartum. You can not always plan these moments precisely, and Baby Bean offers flexible scheduling and responsive communications for that special moment.
Problem:
- Capturing birthing moments, and newborns is a challenge. Babies are unpredictable and even with the best planning, no one can predict exactly when birth occurs, or when a baby will be in an amicable mood. Baby Bean keeps the schedule flexible so that the moment the mother and baby are ready to capture the memories, Baby Bean will be able to be there.
Proof Points:
- Baby Bean may cost slightly more than competitors. This is because, in order to offer the flex schedule, Baby Bean has to book fewer clients than competitors. However, this means that each client gets more attention, and builds a relationship with their photographer. Baby Bean’s clients boast about their experience and are highly satisfied with the results. Many continue to work with Baby Bean to capture future pregnancies, and toddler memories as well.
Deliverables:
- Image for Instagram ad. Caption: 125 characters. Img Size: 1080 px x 1080 px Format: .jpg or .png Max. File Size: 30 mb
- Images for Insta Story Ad: Copy: 15 characters. Img Size: 1080 px x 1080 px Format: .jpg or .png Max. File Size: 30 mb
- Image Slideshow for Facebook ad. Caption: 175 characters. Img Size: 1200 px x 628 px Format: .jpg or .png Max. File Size: 30 mb
Look and Feel:
- Artful, personal, unique, friendly, professional, and comfortable.
Guidelines:
- Copy: Get $25 off when you book your maternity and infant photo sessions together.
- Be sure to include examples of maternity photos so that the audience understands Baby Bean’s style of photography.
- Target look-a-like audience and limit location.
Timeline:
- The maternity and infant package deal launches in one month.
- Week one: First review of image assets.
Week two: Second review of image assets.
Week three: Finalized assets and copy.
Week four: Release ads to social media channels.
- Week one: First review of image assets.
- Ad runtime: 6 months
Budget:
- Amount: $4,200
- Financial Sources: Marketing Account
- Notes: All budget changes must be approved by Kristen Bean
Contacts and Approval:
- Conact name and title: Kristen Bean, Owner of Baby Bean Photography
Instagram Ad Sample:
Campaign Results:
KPIs:
- 23 Bookings
- 236 Website Visitors
- 10% Conversion Rate
Revenue: $56,925
- Total Investments: $13,400
ROAS: 13.5
ROI: 3.2
Next Steps:
- Focus on retargeting.
- Test increase conversions through messenger.
- AB Test alternate image.
- AB Test alternate copy
- AB Test call-to-action.