Digital Communication, the definition itself lies inside the term. It generally is a composition of different information that has been encoded digitally and transferred electronically using different platforms and electronic devices (Campanella, 2017). The impact of digital communication is increasing so rapidly that it’s difficult for any individual to imagine his/her life without its influence.
MAYRAH is an Australian fashion and lifestyle brand, inspired by Nature with an Artisan influence. Established on 30th November,’2015 as a whole new business, new brand, the name MAYRAH refers to “spirit of springtime” in the “Yuwaalaraay” Australian aboriginal language. Spring always defines the sense of change and new beginning and MAYRAH has interwoven these elements throughout its brand. “Julie Shaw” the founder/creative director for MAYRAH has collaborated with Key Designers and Artisans along with the drawing inspiration from her home country created a contemporary fashion and lifestyle brand with luxe aesthetic(Mayrah.com.au, 2018). MAYRAH has been doing very good in the Australian and American market with rapidly increasing number of customers and it’s time we introduce MAYRAH to the rest of the world with the hope of expanding our business globally. So, the following report is all about developing a digital communication concept plan for a country in the Asia-Pacific Region. There are different countries in The Asia Pacific region some developed and some still on the developing process but as we know that MAYRAH is a resort wear/beach wear brand and fashion design we have to look at a country with a lot of beach and beach resorts and a massive flow of tourists. Going through different countries we have come to the conclusion that we need to expand our business to The Philippines because it’s the only country with more than 100 beaches and huge number of luxury beach resorts.
In this report we are going to look at the platforms for digital marketing and also go through the aim and objective of the plan on how we will put together our aims and objectives and what is the major part for digital communication and its influences in helping the business to grow. The report is also going to look at the audience and whom to target (gender and age group). The report also looks at the outline key project milestones with dates and finally the conclusion about the report on Digital Communication Platform and how to utilise in order to expand our business.
Digital Communication Platform
As we know that digital communication is rapidly increasing and has made a huge impact on everyone’s life. People are spending more of their time surfing the internet using different digital electronic devices, for example. Phones, tablets, laptops etc. Let’s say an individual is traveling to work on a train and it’s a 45 minutes ride so it is impossible for him/her to stay idle so between his 45 minutes he surfs the internet on any digital communication platforms (Facebook, twitter, YouTube) using different digital technology (Phones, Tablets, I-Pads). People are living active digital lives and the following report is all about how we can utilize these platforms and how these platforms are going to help us in expanding our business in The Philippines.
The Philippines is a developing country with a high flow of tourists from all around the world. As people travel from one place to another they like to be in contact with their family and friends. This is where digital communication comes in, it lets an individual to be up to date socially. People in the Philippines most probably use different social media platforms, Facebook and twitter. As we know that 8 out of 10 individuals are always active on Facebook so we are going to make a Facebook page of MAYRAH where we can easily interact with any individual that are interested in our product. Digital communication has made it very easier as we don’t have to go to each individual and ask for their opinion we can just create a Facebook poll and know about it. For twitter we are going to tweet our promotion and any individual who retweets our promotion can get discounts per tweet per product. And for our website we are going to promote it on both Facebook and Twitter. Using one platform to promote about another platform is going to be very beneficial. Digital communications will not only help us to grow MAYRAH in The Philippines but it will also help us in time management as well as will cost less and that is going to save a fortune for us.
Digital Communications Concept Plan for Mayrah in the Philippines.
Aim/Objectives of the plan
The aim of the digital communications plan for Mayrah is to enable the brand to acquire a greater market share in the Philippines fashion industry and to promote its awareness among the target population in the country.
- Promote the brand, expand outreach to target audience groups, and shift to an externally focused communication strategy to reach the targeted audience in a segmented yet organized way.
- Transit from the traditional approach of giving out information to a two-way interactive communication approach through social media platforms, which will help engage consumers. The traditional approach to promotion is a one-way process unlike the digital communications plan that is a two-way process that can assist with creating an interactive exchange with market consumers.
- Improve and expand the general use of digital media among the target audience to share brand information. Ideally, this can be done through cross-platform content sharing in social networks contacts, and it can, therefore, achieve greater reach (“Create a Digital Communication Plan," 2013).
- Attain brand name awareness by creating marketing the brand in the country and get a significant share of the market. The consciousness of the brand name is a decisive aspect, especially when consumers make a comparison of similar luxury fashion apparel from competitors. Familiar and well-known brands are often perceived as better since they have created an image of reliability and exceptional quality in the market. Therefore, the objective of Mayrah to increase its brand identity and recognition and familiarize itself with the target audience in the Philippines.
- Another objective of the digital communications plan is to create brand loyalty. Through a digital communications approach, the strategy will be able to reach more service-existing customers which would work to attain the loyalty of clientele. Brand loyalty denotes the connection the consumers have to a given brand. Therefore, it would strengthen Mayrah compared to industry competitors in addition to having a positive impact on profitability and sales.
- Improve access of brand apparel to luxury retail stockists and create brand associations. Penetrating the market would require Mayrah to make brand associations with luxury fashion stores that stock products which the entity specializes in. Through digital communication, the venture will be able to reach such luxury stores that may be able to stock its line of apparel and make it available and easy to access in the Philippines. The brand association describes all things that are linked with a particular brand in the mind of the customer (“Create a Digital Communication Plan," 2013). The totality of entire associations is beneficial in building the image of the brand in the market.
According to the company’s official website, Mayrah designs are available through fashion boutiques and luxury resorts across Australia and the USA (Fashion. Culture. Story”, 2018). The limited presence of the brand, therefore, necessitates strategies aimed at expanding its reach to consumers in the Philippines market since they are not very aware of the brand. Penetrating the market, creating an identity, brand recognition, and appealing to consumers form a big part of the objectives and aims of the digital communications plan.
Women between 18 and 39 years old form the client base that will be targeted by the digital communications plan. The groups of consumers in this age range are active participants in the digital world and active users of the internet technology. Women between 18 to 39 are techno-savvy and have more interest in fashion and current trends, which means that they are constantly on the lookout for newer brands, and luxury brands that enter the market. These customers use social media platforms that are characterized by networks of associations and friendships, which will assist through the passing of referrals and giving recommendations to other users, which eventually leads to more market penetration, increased brand awareness, and consumer engagement with the brand.
Fashion Bloggers and Conventional Media
Fashion bloggers are a critical element in the fashion industry and play an influential role in the success of brands and new entrants into the industry. They provide information on the brand, engage in reviews, and give updates in order to keep the conversation about the brand continuous and relevant. The digital communication plan would target this audience to ensure that the brand gets expert recognition in the market which lends authenticity to the image of Mayrah in the Philippines. Bloggers and conventional media would be able to access information about Mayrah and offer their expert opinions, which influence the perception of consumers, as well as retailers that stock luxury clothing lines in the country. Fashion bloggers and conventional media are targeted as specific influencers that will assist with reaching customers.
Fashion Retailers and Outlets
Retailers and outlets, such as luxury and high-end stores, are another target audience that would benefit the strategy of the entity. The communication plan will enable this group of audience to access information on the brand and to access data on how to stock the products of the brand in the country.
Leveraging the platforms
As a new fashion brand, MAYRAH should pay more attention on expanding propaganda and increasing brand awareness among the target audience. Recently, reality show is increasingly popular among audience. MAYRAH could expand its publicity effect through sponsoring reality shows. Relying on reality show, MAYRAH could carry out its own integrated marketing promotion to expand the brand's influence and brand awareness. In addition to sponsoring reality show and variety activities, MAYRAH should take full advantage of the advertising effects in Facebook, Twitter, FBMessenger, Youtube and provide online sales services.
Generally speaking, the common people, especially young women are very concerned about the fashion trends in clothing. Meanwhile, as the loyal fans of reality show, entertainment variety activities and some popular stars could attract MAYRAH’s target audience. They would like to imitate their idol’s clothing and decoration. MAYRAH could sponsor clothing for the stars according to the program localization to plant targeted advertisement. With the show become increasing popular. The fashion lover and shopping mania will analyze stars’ same article of clothing in the program on the internet, such as, various social platforms. Some research shows that the Philippines is one of the world's most active social media user region and Philippines has mature social media development. And social media commercialization becomes very popular in Philippines. So, MAYRAH should rely on its own social promotion platform and the local Internet sensation to create positive digital communication platforms with customers and create a fan base.
MAYRAH should register an official account before the sponsored show to publicize the program as well as its products through combining brand philosophy and programme content. When the show starts, MAYRAH should pay more attention on creating hot topic and highlight MAYRAH’s products. Further more, when MAYRAH’s official account could make timely screenshot and share the purchase link in Facebook.
As a famous social promotion platform, MAYRAH’s Twitter official account also has an important advocacy effect. Twitter’s official account could push the same promote information as Facebook official account’s. Meanwhile, in Twitter propaganda, MAYRAH could carry out a prize-giving guess contest game to increase brand promotion. Meanwhile, MAYRAH could make their products as the gift to attract more and more people to get involved in activities and topics. Furthermore, the illustrating picture in Tweet should give priority to the pictures with obvious MAYRAH’s logo to increase brand awareness and attention.
Recently, the e-commerce industry in the Philippines develop rapidly, and there are increasing people would like to shop through social media. Since MAYRAH pays more attention on social media’s marketing channel, MAYRAH’s online sales in LAZADA, Kimstore or other famous e-commerce platform to carry out promotional activities. Furthermore, NoxInfluencer, the Philippines’s intelligent social media marketing platform could help MAYRAH to raise brand awareness with the help of internet celebrity marketing. Meanwhile, the logo of sponsored programs should be displayed in a conspicuous place to attract customers.
From the product itself, MAYRAH’s product style is resort style and sexy style. So, the promotion content should pay more attention on highlighting a relax atmosphere and creating a yearning life for customers in addition to highlight the sponsored content. Since MAYRAH is a wear brand with very fashion and popular design. And its target audience mainly aims at women in 18-39 years old, its content should also be full of fashion, popular, sexy, lazy, and relax. The content should speak their mind and create a suitable life for them. After reading the content, the women should think that “yes, that clothes is design for me. That lifestyle is what I want to have. Or even, purchase MAYRAH’s product, I will have the similar lifestyle.” The content should bring the customer’s mind and drive trend. For example, if MAYRAH sponsored a holiday travel reality show, MAYRAH’s official website should illustrate pictures which include their clothes and caption with” MARTAH makes elegance and sexy go together. Do you want to become the stars on the screen? Do you want to become a heartthrob? MAYRAH will make you become they way you want to be.” If MAYRAH hold an event about quiz with award, MAYRAH’s official website could make the copywriting to highlight product design and quality to create a lazy, relax and sexy life style to attract the attention of target customers. Or make an event about costume matching and vote the excellent fashion stylist. For example, do you a loyal fan of MAYRAH? Do you have the same popular concept with MAYRAH? Do you want to have the same lifestyle with MAYRAH? Come here, show yourself. The winner will get MAYRAH’s big prize and have the opportunity to have a job in MAYRAH. The copywriting should illustrate a beauty in MAYRAH’s clothes with a big prize. This content could not only attract target consumer, but could increase brand awareness.