Buhi bags assignment

Social media assignment

1. BUHI
Executive Summary
Buhi Supply Co. | Business Description
Buhi Supply Co. is an e-commerce and retail bag supplier. It specializes in backpack, purse, wallet, satchel and duffel
products. Basically, if it's a bag of any sort, Buhi makes it. Its business goals are to find bags that resonate with a
design-conscious audience, manufacture them at affordable costs, and sell them for a profit at competitive prices.
Buhi aims to design functional bags that evoke nostalgia, bags with enough personality for even the choosiest of
Millennials. This goal has been a driving factor that has helped Buhi's sales grow significantly since it was founded in
2009.
Fiscal Overview
Currently, Buhi Supply Co. estimates its market share to be about 0.25% of all retail bag sales. The company's gross
revenue last year was $15 million. Its year end goal this year is $17 million with 0.3% market share. Your role as the
social media manager is to help Buhi reach this goal by increasing the number of visitors on its website. As you
progress through the simulation, pay close attention to your reach and clicks.
Products
Buhi prides itself on creating elegant, durable and affordable bags. Its product mantra is: "Create a timeless product
with fine regard for detail". It sells dozens of products and it is always bringing more to market. Below are some
examples. You can see that the prices range from $20 to $100. These products come in a variety of colors and prints.
Social media marketing is about connecting with your audience, joining the customer conversation, and sharing
content that keeps your audience engaged. If every post is about products, and you only sell, sell, sell, your audience
will get tired and annoyed. If none of your posts are about selling, you'll miss an opportunity to give your audience the
products they want and boost revenue through the sales that naturally follow.

Buhi's primary market falls between the ages of 19 and 32. 90 percent of all Buhi customers fall into this age group.
Below, you will find a brief overview of Buhi's market segments. You'll see that the marketing department has created
personas that represent each of the defined market segments. Familiarize yourself with each of the personas and
their demographics to help you more accurately create and push content to potential customers. You should refer
back to this info to make sure your content is targeting the right segment of the market.

2. Buhi Supply Co. allocates $240,000 to social media marketing efforts annually.
Annual Budget Spent
Buhi's spending on social media, when compared to other marketing efforts, has grown from its original 12% to
around 25%. Buhi considers itself to be a "lifestyle" brand/company. These types of companies tend to see much
higher returns from social media efforts. Therefore, they spend a larger percentage of their ad dollars on social media
than other companies.
Production Budget Spent
Buhi relies on high-quality photography and videos to engage and attract its social media audience across all
platforms. It dedicates a large portion of money to positioning its brand and products as aesthetically pleasing.
Promotion Budget Spent
The annual amount of budget spent promoting content on different platforms has varied. Buhi has seen good results
and engagements from platforms like Facebook and Instagram, but it is still testing other platforms for opportunities to
increase followers, reach, branding and conversions (i.e., sales).

3. Goals - You have $5000 budget for a week from October 20
th
– 26
th
. Based on the past analytics (excel sheet) and
target market, you need to decide which platforms to target and write social media posts using your own
content themes (both organic and paid) for these platforms for a week starting Monday, October 20
th
. Keeping
the below goals in mind. Along with the posts for these platforms – You also need to write under each post or post
category (if the same across all platforms)
- Money ($) allocated to the post?
- Creative type to be used (Image/Ad/Video/Memes etc.)?
Use both organic and paid promotions but the money allocation will not be impacted for the organic posts
Spend Your Entire Budget
You are given $5,000 for one week to spend on promotion. Use as much the $5,000 as possible. Be aggressive
Grow Your Brand Awareness - The number of followers, fans, etc. across each network needs to grow
significantly. This will allow you to reach more people.
Increase Engagement - If you grow your reach, engagements will follow (likes, comments, shares etc.), but only if
the content you write and share is engaging.
Increase Sales
All of the above goals are focused on branding. The goals for your social media marketing campaign are, first and
foremost, about building the Buhi brand. The following goal is about return on investment. It is aspired to see a 10%
increase in annual sales over the previous year. How can you drive more conversions with the content you post?
How many times can you push product to your followers before they start unsubscribing? You'll have to find the right
mix, just be certain that you drive sales.