Style Haul
Case Study
Company’s Business Model and Business Objectives
Stylehaul has a hybrid approach in their business model because they utilize the Software-as-a-Service (SaaS) and Peer-to-Peer models.
- SaaS model is practiced because Stylehaul’s platform is in a form of a website/app where clients must pay a subscription in order to use their services.
- Peer-to-Peer model is applied when Stylehaul makes a connection of social media influencers/content creators to hallmark companies that are looking for partnerships in promoting a certain product or service. In return, Stylehaul receives a cut on the contracts made between both parties.
The business objective is to manage operational work in order for employees to have the right resources to complete project work on time.
Another objective is to increase trust among employees and managers to be able to focus on client needs.
Campaign Objective and Challenges
StyleHaul’s campaign objective:
- Build and manage their community by ensuring that all clients obtained fast and efficient service when needed.
- Secondary objective was to manage brand reputation through transparency and accountability within the organization and its clientele.
- Ensuring projects were getting address in a timely manner.
- No work or questions left unaddressed.
Challenges:
- Exponential market growth with an ever changing customer-base.
- Operational factors (duplication of projects or no enough time to address all requests)
- Wide-ranging of client details to retain and not enough organizational structure.
- Lack of communication between organization and clients. Or within organization.
Audience Segmentation
Gen Z
Millennials
Gen X
Ages:
9-24
25-40
41-56
Gender:
Female
Female
Female
Channels:
(In order from most popular to least)
Instagram, YouTube & TikTok
Facebook, YouTube, Instagram & SnapChat
Facebook, Instagram, Twitter, TV and Radio.
Content Type:
Organic and Video-Driven. Email.
Short Visuals and Textual
Textual, Visuals and Videos.
Overall confidence in Social Media.
Highly Optimistic
Semi-Optimistic
Semi-Skeptical
StyleHaul’s main target audience is Gen Z and Millennials. Between the ages of 18-34 yr old females.
Customer Persona
Nicole Prize “Night out with the girls in Vegas! #blessed #louisvuitton”
Personal Background:
26 yrs old, recently single, lives with roommate, Bachelors in Business Administration
Professional Background:
Full-time banker for a nationwide bank with a salary of $48,000.
Geographical information:
Country: U.S.A
State: New York
City: New York
Psychographics:
Family-orientated, likes exclusivity, enjoys vacations in groups, expert shopper
Goals:
- Wants to travel throughout the year
- Wants health/workout tips
- Wants to gain more social media followers
Competitors
- Pulse Advertising is a competitor their brand positioning is strategic due to the fact that they make connect with their target audience by simple word choice. As well as point out their awards and recognitions to gain trust in their brand. The services they offer are the same as StyleHaul such as social media strategy, content and posting, advertising and reporting.
- Influence Central is a competitor because not only do they focus on beauty products and entertainment services, they have an array of industries that they tap into which our target market is attracted too. Their brand has positioned itself as the go to marketing company for any social/digital media campaigns no matter the industry.
- Our campaign differentiated itself from these competitors by displaying competitive advantage. StyleHaul was one of the first entities to provide such marketing services globally and opened a niche market. StyleHaul dominates video advertising something that it’s competitors do not focus on.
Digital Marketing technologies And Channels
- YouTube was use to create brand awareness and help retain clients.
- Facebook allowed the company to stay relevant and engage with its established community.
- Instagram help StyleHaul maintaining brand reputation with partnerships with celebrities and social media influencers.
- Asana technology assisted the company become organized and produce quality work which in return client satisfaction increased.
The overall results of this campaign fulfilled the business objectives because once StyleHaul gain Asana’s platform. They gained a partnership with them to service their clients and at the same time allowed employees to organize their projects/resources efficiently. In return, clients were stratified which helped with brand reputation and community management.
Opportunities
- StyleHaul should have opened their target market to include male consumers. This market sector would open up new revenue avenues and increase brand exposure.
- An important opportunity is for StyleHaul to be more relatable to a wider demographic group in order to obtain a larger audience for future campaigns.
- Gen X is a subgroup that they target to, however StyleHaul should turn more their focus onto this group of individuals since have most purchasing power. They hold a purchasing power totaling $2.4 trillion according to Response Media. It’s a group that many don’t tap into and could become a great revenue resource for StyleHaul.