EcoFresh

Digital Market Plan

 What the Company is About?
• EcoFresh is an environmentally friendly company which sells product that are hundred
percent organic.
• It is a relatively new company and was introduced only two years ago by Alice Freeman.
• The company functions on direct transactions with the consumer and sells them
products that can be used to clean houses in an economically and environmentally
friendly manner.
• With the growing concern regarding the environment, the consumer base has grown
more and more attracted towards such brands which attempt to be economical as well
as environmentally friendly.
• There is a great potential for EcoFresh, given this industry has not developed properly
and has great rounds for expanding and progressing.

2 EcoFresh Digital Marketing Plan

 Competitors

Procter and
Seventh Gamble
Ecover Clorox
Generation (Indirect
Competitor)

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 Digital Competitive Review
Criteria EcoFresh Ecover Seventh Generation Clorox Greenworks

Digital Sales Channel Online Platform Digital reach through Amazon.com, iHerb, Jet and Well.ca Digital reach through Amazon.com and Target Digital reach through Target’s website.

Per month website visitors 26,208 1,721 tweets 7,800 56,100 7,200
486 following
4,213 followers
121 likes

Traffic on Facebook 297,857 likes 85,333 followers 645 posts 645 posts 170,689 likes
49,400 followers 49,400 followers 152,466 followers
627 following 627 following

Traffic on Instagram 28 posts following 118 1k followers Not Available 645 posts 66 posts
49,400 followers 2,530 followers
627 following 59 following
 

Traffic on Twitter 187 tweets 2,540 tweets 10,700 tweets 1,721 tweets
14 following 1,514 following 18,600 following 486 following
1,618 13,100 followers 85,000 followers 4,213 followers
47 likes 88 likes 6,104 likes 121 likes

Traffic on Primary Sites Google.com LeapingBunny.org – 100% Self.com Minimal interaction.

61.4% 20.71%
Facebook.com Yahoo.com
9.8% 10.91%
Live.com
10.36%
Thekrazycouponlady.
com
10.36%
Googleapis.com
10.36%

SEO Keywords EcoFresh cleaner ecover seventh generation green works cleaner
3.17% 63.88% 28.55% products
EcoFresh coupons ecover toilet 7th generation 15.90%
2.87% bowl cleaner 8.91% 3.31% green works
EcoFresh laundry delicate washing seventh generation 10.19%
detergent 5.38% dish soap oxi-clean tide Clorox
2.13% ecover all 2.12% toxic cleaning
EcoFresh purpose cleaner seventh generation products
2.08% 5.21% coupons 5.64%
EcoFresh rewards cover 1.16% green works
1.93% coordination natural mouse 4.88%
center nv repellents st60loo green works
4.41% 1.16% 4.27%

Bounce Rate on Key Websites 61.4% 47.37% 58.33% 33.33%

Per visitor page view 5.74 2.74 2.44 4.67

Per day time on Primary Site 8:38 1:45 2:23 1:34

Authorized Domain 27/100 61/100 70/100 50/100

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 Business Goals and Objectives
• The fundamental goal of the company
EcoFresh is to increase their overall sales by
next year i.e. 2020. The company has the focus Goal 1
Increased
of establishing such factors which encourage a Sales
growth support from $1,267,400 to $2,387,100,
which is nearly an 88% increase.
• In order to achieve the growth of sales by the Goal 2
Goal 5
utilization of the budget, following goals are Increased
Establish
set to be achieved: Consumer
Goodwill
base
• To increase consumers, SEO strategies will be put into
place in collective areas of social media such as
Facebook, Twitter and Instagram, i.e. a combine
increase of 40% by the year 2020.
• The company also aims to have 55,514 consumers by
the FY21. This is basically an increase of 23,557 with an
acquisition cost of $43. Goal 4
Goal 3
• The idea is to establish a prominent personality of Social
SEO
EcoFresh on all social media platforms through creative Media
Strategies
marketing and interaction with the millennials and Presence
Generation Z.

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 Digital Strategy
SEO STRATEGY
• The first aspect of the strategy includes focusing and
investing in Search Engine Optimization (SEO).
• This optimization will encourage and produce a
higher traffic for the primary website which will
perhaps lead to increasing views, which can then be
converted into assured sales.
• Currently, the majority of the traffic that EcoFresh
has is from Google which is around 61.4%.
• The Google servers redirect the flow to the
EcoFresh.net, however, the MOZ rating was rather
low given the rating of 27 out of 100.
• The company can utilize the advertising strategy of
pay-per-click and bid on effective keywords such as
those of “eco-friendly disinfectant” and a
“sustainable multi-surface cleaner” through the
digital space of Google AdWords.
• This will allow the company to not only increase its
rating but increase the overall visibility of their
website and redirect the flow.
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INCREASED SOCIAL MEDIA
PRESENCE
• The corporation needs to focus on
increasing their presence on every social
media and generate traffic.
• EcoFresh can start from Twitter, and
establish a creative sense of digital
marketing by connecting with the younger
adults.
• It could apply for the verification which will
allow credibility and much more attention
for the company. It can engage with the
younger audience through the popular
format of memes.
• Once a prominent presence is established on
Twitter, it can move on to Instagram. This
will kickstart the process to attract greater
audience.
 Campaign Message
• The campaign message of the company EcoFresh would be to
promote a daily use, comparatively economical,
environmentally friendly, sustainable and hundred percent
organic product for cleaning houses.
• By advertising a much more sustainable, eco and green solution
to households used to consuming toxic processed products at a
cheaper price through adamant social media presence, not only
will EcoFresh have access to a large audience but it will kickstart
the movement of being better, of being healthy.
• This will also work in the favour of the country as it will attract
many individuals, especially younger generation, who has visibly
grown more concerned about the climate and how to protect it.

CC BY-SA
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This Photo by Unknown Author is licensed under
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 Editorial Calendar
Digital Marketing Activity Duration Frequency/Interval Audience Reasoning

SEO of Website Start Feb – End January Per month Entire base of consumers The prospect of constantly maintain and tweaking it will make sure it stays up-to-date and attracts more consumers.

Verification Process Start Feb – End Feb A onetime activity The following base on twitter Having a verified account increases credibility and attracts positive attention.

Pay-Per-Click Advertisement Strategy Entire duration of marketing strategy Per month Preferably the consumers interested in Greener options of cleansing products This will serve as an initiating step to build presence on social media.

Campaign of Spring Cleaning One month, preferably March or April Last the entire month, once only. Users on Twitter and Instagram. The giveaways attract more attention and publicity.
Daily promotion and weekly giveaways.

Earth Day Campaign and Contest Commence on April 18th, last four days. Daily promotion on all social media platforms Mainly users of the media platforms. Holding contest increased buzz.

Giveaway on Mother’s Day May Every alternate day Families  

Independence Day Contest July 4th Prior to the date, weekly promotion Instagram And Facebook  

Back to School Promotion Mid-August to Sept Three times a week and two giveaway per week All social medias Increase brand popularity among younger generation

Holidays Nov-Dec Weekly promotion and giveaway All social medias Encourage familiarity

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 Duration Activity Reasoning

1st week-4 Advertisement of Increase reach

promotions on social media

Sample Promotion
Throughout week-4 Google AD promotion Increase daily viewer

Start from week 2, twice Giveaways Translate views into

every week consumers

Continue throughout Referral discounts and Attract consumers

duration bonuses

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Starting PPC   Social Media Website Remaining

Funds: Advertising   Marketing Optimization Funds:
$115,500     (includes    
      giveaways)    
           

January $5,500   $3,125 $1,000 $105.875

           

February $5,500   $3,125 $1,000 $96,250

 
March
 
$5,500
  
  $3,125
 
$1,000
 
$86,625
Budgeting
          
April $5,500   $3,125 $1,000 $77,000
          
May $5,500   $3,125 $1,000 $67,375
          
June $5,500   $3,125 $1,000 $57,750
          
July $5,500   $3,125 $1,000 $48,125
          
August $5,500   $3,125 $1,000 $38,500
          
September $5,500   $3,125 $1,000 $28,875
          
October $5,500   $3,125 $1,000 $19,250
          
November $5,500   $3,125 $1,000 $9,625
This Photo by Unknown Author is licensed under
           CC BY-NC
December $5,500   $3,125 $1,000 $0
          

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 • This takes into account number of factors. The analytics
must be monitored and optimizes firstly. It needs to be
checked whether these are actually doing their job or are
in need of improvement. If the traffic anticipated is not
met, then certain changes may be employed in order to
ensure progress and success of the digital marketing plan.
Monitoring and
• Whereas, for the monthly updates on Search Engine
optimization, key words will be assessed through googled Optimization
searches of the company as well as the competitors to
detect which keyword works best for the company itself
and has been working for the competitor to either involve
or improve for the company’s sake. The bounce rate will
be analyzed often in order to meet the optimization of
the website and its reach of consumer base.
• The amount of time spent per visit will be calculated as a
KPI to fully understand the effectiveness of the marketing
project and it shall be compared to weekly reports to
assess the progress and position of the company.
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