digital Marketing

Full Project Details:

1. Slide Deck

Project Name: Friends of Felix - Digital Growth Strategy Proposal

Role: Digital Marketing Consultant

Technologies: Semrush, Google Ads, Facebook Ads (Meta Ads), Email Marketing Platforms, Website Analytics, Canva

In my role as the Marketing Manager for Friends of Felix, a Kelowna-based clothing brand focused on men's mental health, I developed and implemented a comprehensive digital marketing strategy. The strategy aimed to maximize market share, enhance brand recognition, and achieve a revenue target of $350,000 in 2024, all while maintaining the brand's exclusivity.

Key Elements of the Strategy:

1. Product Research and Buyer Insights:

   • Conducted extensive market research to understand the target audience and their preferences.

   • Utilized data-driven insights to inform product positioning and marketing strategies.

2. Search Engine Optimization (SEO):

   • Used Semrush to perform keyword research and optimize website content.

   • Implemented on-page and off-page SEO techniques to improve organic search rankings.

3. Paid Marketing Campaigns:

   • Created and executed pay-per-click (PPC) campaigns focused on high-intent keywords and audience segments.

   • Monitored and adjusted ad spend to maximize return on investment (ROI).

4. Social Media Advertising:

   • Utilized advanced audience targeting and retargeting strategies to reach potential customers.

   • Designed compelling visuals and ad content using Canva to captivate and convert the audience.

5. Email Marketing:

   • Designed strategic email marketing campaigns to nurture leads and retain existing customers.

   • Proposed personalized email sequences to increase customer engagement and drive repeat purchases.

6. Competitive Analysis:

   • Conducted ongoing competitive research to identify key competitors and analyze their marketing strategies.

   • Developed a competitive matrix to visualize our competitive landscape and identify opportunities for differentiation.

7. Website Analytics:

   • Leveraged website analytics tools to monitor visitor behavior and campaign performance.

   • Identified key performance indicators (KPIs) and adjusted strategies to improve conversion rates.

Results: 

The digital marketing strategy significantly increased the brand's digital footprint and customer engagement across North America. By addressing key digital marketing funnel stages—awareness, consideration, conversion, and retention—the strategy enhanced the brand's online visibility, improved conversion rates, and fostered customer loyalty. This strategic approach positioned Friends of Felix to exceed its annual revenue goal while establishing a stronger digital presence in the competitive clothing and mental health advocacy markets.