EBBI STUDIO Final Paper PDF

DE LA SALLE UNIVERSITY COLLEGE OF BUSINESS Final Paper EBBI STUDIO In partial fulfillment for the course MADDIGI K35 Submitted by: ABIERA, Carlos Rafael M. AMADOR, Keisha Denise A. BRAVO, Thea Beatrice L. DALMACIO, Joseph Mart...

DE LA SALLE UNIVERSITY COLLEGE OF BUSINESS Final Paper EBBI STUDIO In partial fulfillment for the course MADDIGI K35 Submitted by: ABIERA, Carlos Rafael M. AMADOR, Keisha Denise A. BRAVO, Thea Beatrice L. DALMACIO, Joseph Martin Submitted on: July 28, 2024 I. Executive Summary Ebbi Studio, founded in 2022, is an online e-commerce brand that specializes in custom-made apparel and excels on Instagram, TikTok, Facebook, and YouTube. They offer customizable products such as shirts, hoodies, and sweaters while engaging with customers directly from their social media for orders. With a focus on customization and a visually appealing online presence, Ebbi Studio effectively connects with customers and expands their reach globally through worldwide shipping. Ebbi Studio currently competes with Lucky Loops and Stitched Co. by DJ in the custom embroidery market, as they offer unique and high-quality anime or vector art designs. Ebbi Studio is positioned in the mid-range to high-end spectrum, as they leverage social media for distribution but focus primarily on Instagram and TikTok. Despite challenges with pricing and limited platform use, Ebbi Studio grows by expanding its product lines and optimizing marketing strategies. With that, Ebbi Studio should aim to expand its product range, leverage YouTube and Facebook, optimize shopping, create a loyalty program, and collaborate with influencers. They should also aim 25% sales increase in one year and 75% in three years, with substantial growth in social media followers and engagement rates across TikTok, Instagram, and Facebook while enhancing video views and audience engagement. Ebbi Studio should empower their customers in expressing their individuality with customizable embroidery apparel, aiming to enhance market reach through targeted digital marketing, improve product quality with better materials, and refine customer support for efficient service. Furthermore, Ebbi Studio should aim to enhance local SEO, optimize social media platforms, and leverage targeted display ads. It includes creating engaging local content, optimizing profiles for user interaction, and running visually appealing banner ads on relevant sites. Retargeting campaigns will convert the site visitors into customers, boosting visibility and sales through strategic ad placements and dynamic retargeting. Ebbi Studio has achieved notable social media growth despite the challenges on other social media platforms like TikTok. With that, Ebbi Studio should leverage Instagram Reels and shoppable posts, reactivating TikTok shopping features and increasing Facebook content optimization. This allows Ebbi Studio to maintain high engagement rates and improve their content strategy across all platforms while further enhancing their online presence. Overall, Ebbi Studio's effective use of social media, combined with a focus on high-quality, customizable apparel, positions the brand for substantial growth. By expanding their product offerings and optimizing their marketing strategies, Ebbi Studio aims to strengthen its market position and cultivate a loyal customer base, ultimately driving increased sales and engagement.  II. Company Overview Ebbi Studio is an online e-commerce store that specializes in custom-made apparel founded in 2022. They are well-established on social media platforms like Instagram, TikTok, and Facebook, with a focus on engaging customers and showcasing their customizable products. Ebbi Studio offers personalized items such as shirts, hoodies, and sweaters, allowing customers to create unique pieces that reflect their individual styles and trends. The brand is moderately active on Instagram and TikTok, posting new designs and updates that keep their audience engaged without overwhelming them. This approach helps maintain interest and attract new customers while preserving the brand's appeal. Their Instagram feed is simple and visually appealing, consistently highlighting their products effectively, which strengthens their brand identity in the competitive social media landscape. To place an order with Ebbi Studio, customers need to message the brand directly on Instagram or TikTok. This personalized approach allows for detailed customer interactions and ensures each order meets specific preferences. Ebbi Studio also leverages Instagram’s shopping features to make browsing products easy and convenient. Furthermore, they offer worldwide shipping, expanding their reach and customer base. Ebbi Studio also maintains a YouTube channel, although they do not post as frequently there as on other platforms. The channel provides additional content that gives customers a behind-the-scenes look at their custom order process, enhancing the brand’s transparency and connection with its audience. Overall, Ebbi Studio uses social media effectively to connect with customers, build its brand, and streamline the shopping process. By prioritizing customization and maintaining a consistent online presence, they provide a unique shopping experience that has helped them cultivate a loyal customer base and grow their presence in the online apparel market. III. Competitor Analysis Ebbi Studio competes in the custom embroidery market along with Lucky Loops and Stitched Co. by DJ. They offer unique and customizable products featuring embroidery on shirts, hoodies, and sweaters. Each brand emphasizes quality craftsmanship and creativity that appeals to customers seeking personalized items that reflect their styles. Ebbi Studio specializes in custom anime or vector art designs with minimal text layout designs. They offer templates but primarily cater to custom designs. On the other hand, Lucky Loops focuses on selling text layout designs with minimal line art designs. They mainly sell custom embroidery designs that follow the templates they have provided. Stitched Co. by DJ offers custom anime or vector art, text layout, and custom embroidery designs, and they do not follow or use templates. Additionally, Lucky Loops offers embroidery services in a broader range of products, including tote bags, pet blankets, and traditional apparel items.  Regarding pricing, Ebbi Studio and Stitched Co. by DJ position themselves in the mid-range to high-end spectrum, targeting customers willing to pay a premium for high-quality, custom-made items. On the other hand, Lucky Loops has a mid-range pricing strategy, with products priced affordably for their target market. Their pricing strategy is more accessible, making their products appealing to customers who want cheaper, high-quality custom apparel. While all three companies leverage social media for distribution, specifically Facebook, Instagram, and TikTok, to showcase their products and interact with customers, their promotional strategies vary. Ebbi Studio stands out by having a YouTube channel showcasing the process of custom orders and how they pack them. On the other hand, Lucky Loops has expanded its reach through Shopee, making its products accessible to a broader audience. Stitched Co. by DJ maintains a presence on TikTok alongside their primary sales channels: Instagram and Facebook. Each of them has a unique approach, with Ebbi Studio engaging in regular social media posting and building a consistent brand voice, Lucky Loops focusing on building a solid social media presence and interactive marketing campaigns, and Stitched Co. by DJ-centering their strategy around showcasing their work and interacting with customers. Although Ebbi Studio has a presence on YouTube, they do not utilize the platform to its full potential. The brand also rarely promotes itself on Facebook, which may limit its ability to reach a wider audience. Instead, Ebbi Studio relies primarily on Instagram and TikTok for its social media strategy. Additionally, the brand’s higher pricing strategy may affect affordability, making its products less accessible to some consumers. Despite these challenges, Ebbi Studio can grow by expanding its product lines to include a broader range of items, such as tote bags and hats, which could attract more customers. The brand can also better compete and adapt to changing consumer preferences by diversifying its offerings and optimizing its marketing channels to strengthen its market position and expand its customer base. IV. Goals and Objectives A. Goals Introduce a wider range of products, such as tote bags and hats, while maintaining a focus on custom anime or vector art designs. Leverage YouTube more effectively and increase promotion on Facebook to reach a broader audience while maintaining engagement on Instagram and TikTok. Optimize the shopping process by improving product displays and streamlining purchases to increase conversion rates and customer satisfaction. Create a loyalty program or community initiatives that reward repeat customers and encourage engagement to increase repeat purchases and build a strong brand community. Collaborate with 3 fashion and lifestyle influencers to reach new audiences and enhance brand credibility.  B. Objectives Short Term (1 year) ○ Achieve a 25% increase in overall sales from the previous year by utilizing social media campaigns and partnerships with influencers to optimize the online shopping experience. ○ To grow its social media platforms, the brand aims to increase the followers in TikTok by 25% to reach 45.5K followers, a 25% increase for Instagram to reach 26.6K followers, and a 50% increase in Facebook to reach 2.25K followers. ○ Improve engagement rates on all platforms by 30% through regular interactive campaigns, live streams, and user-generated content while enhancing the reach by 25% across all social media platforms by posting, improving content quality, and targeted ads. ○ Improve video views by 30% and boost reached audience by 25% in TikTok while enhancing the reach to 40% and engagement by 50% on Instagram and enhancing the reach by 35% on Facebook. ○ Launch a loyalty program or community initiatives to increase repeat purchases by 20% and foster a strong brand community with customers. Long Term (3 years) ○ Achieve a 75% increase in total sales by consistently introducing new and innovative customizable products and expanding their market presence. ○ To grow its social media platforms by utilizing campaigns and content that can increase the followers in TikTok by 75% to reach 91K followers, a 50% increase for Instagram to reach 46.6K followers, and a 70% increase in Facebook to reach 10.5K followers. ○ Improve the engagement rates on all social media platforms by 100% and enhance reach by 80% through interactive campaigns, live streams, user-generated content, and strategic influencer partnerships while leveraging advanced targeting strategies and increasing ad spend. ○ Achieve a 50% increase in followers across Instagram and a 75% increase on TikTok while improving video views by 70% and audience reach by 60% on Instagram and TikTok. Enhance Instagram reach by 100% and engagement by 120% while boosting the Facebook reach by 80% with a 100% increase in engagement and video views. ○ Build a loyal customer base with a 40% increase in repeat purchases and high customer satisfaction ratings through personalized experiences and effective community engagement. V. Strategy A. Message Houses 3 years  1 year B. Content Buckets 1. Product Showcase Purpose: To highlight Ebbi Studio’s unique customizable apparel and emphasize the quality and creativity of their offerings. Content Examples: New Arrivals ○ Images: High-quality photos of newly launched customizable shirts, hoodies, and seasonal clothing. These images should capture the details and unique features of each product to showcase the variety available to customers. Platform: Instagram and Facebook Example: “Customize your hearts out with our latest drop!” Styling Inspirations ○ Video Clips: Short videos featuring different ways to style Ebbi Studio products, including mix-and-match ideas. Platform: TikTok, Instagram Example: “Cottagecore Meets Streetwear: Styling Our Hoodies,” “Tee Time: Outfit Ideas to Spice Up Your Wardrobe” Customer Testimonials ○ Video Clips: Customers will showcase their personalized products, providing feedback on the embroidery and apparel quality. Platform: Instagram, TikTok Example: “Let’s Hear From Our Satisfied Customers”, “Your Voice Matters” 2. Behind the Scenes Purpose: To give followers an inside look at where and how Ebbi Studio’s products are made, showcasing the tools and techniques used in their production process. Content Examples: Production Process ○ Images: Photos of the workspace, including sewing machines, fabric rolls, design boards, and other essential tools. These images help to create a visual story of the making process, highlighting the craftsmanship involved. Platform: Instagram and Facebook Example: “A Glimpse of Our Workstations and Creative Space,” ○ Video Clips: Short videos showing the process of creating their products. These clips can include time-lapses of sewing, close-ups of embroidery work, and short guides to how designs are brought to life. By visually narrating the journey from raw  materials to finished products, these videos provide an authentic behind-the-scenes look at the brand's operations. Platform: Tiktok, Instagram, YouTube and Facebook Example: “A Peek Inside Our Design Studio,” “Watch The Customized Products Come to Life from Start to Finish!”, “Behind the Scenes of Our Production Process” Designing Process Walkthrough ○ Images: Photos of the design process timeline showcasing the manual drawing of the personalized designs. Platform: Instagram, and Facebook Examples: “From the Concept to Creation”, “Bringing Designs to Life” ○ Video Clips: The step-by-step video process of creating the design starts with an idea from the customer. ○ Platform: Instagram, TikTok, Facebook, and YouTube ○ Examples: “The Story Behind the Design”, “Design and Create with Me” 3. Influencer Collaborations Purpose: To leverage the influencers to promote the brand and showcase the customized items, allowing the brand to reach a broader audience. Content Examples: Influencer Features ○ Images: This may include influencers wearing and promoting their custom-designed Ebbi Studio items through their social media account feed. Platform: Instagram and Facebook Example: “[influencer] rocks her customized Ebbi Studio”, “[influencer] in Latest Seasonal Collection from Ebbi Studio!”, ○ Video Clips: This may include various types of videos such as ‘Get Ready with Me (GRWM),’ Try-on Haul, Outfit Lookbooks or Styling Tips, and even Giveaways. Platform: Tiktok, Instagram and Facebook Example: “GRWM video featuring their new Ebbi Studio products,” “Try-On Haul with Ebbi Studio,” “How to Wear Your Custom Ebbi Studio,” “Giveaway: Win a Custom Ebbi Studio Product” Influencer Gifting ○ Video Clips: The influencer vlogs themselves receiving and unboxing a personalized gift, with them providing their feedback. Platform: Instagram, TikTok, Facebook Examples: “Unboxing Custom Gift from Ebbi Studio” Style Challenges  ○ Video Clips: Collaborating with a fashion influencer and providing guides on how to style and look fashionable using the product they bought or got gifted from us. Platform: Instagram, TikTok, Facebook Examples: “7 Days a Week, 7 Different Styles”, “Mix and Match: Showcasing Customer Apparel Styles” 4. Interactive Content Purpose: To engage followers and create a sense of community by encouraging participation and interaction. Content Examples: Polls and Quizzes ○ Images: Eye-catching graphics for polls or quizzes that ask followers about their favorite styles or customization options. Platform: Instagram Stories Example: “Which Ebbi Studio Design Speaks to You? Take Our Poll!” “What’s Your Ebbi Studio Style Personality?” Live Q&A Sessions ○ Video Clips: Live streams where the team answers customer questions about products, customization options, and upcoming releases. Platform: Instagram Live, Facebook Live, TikTok Live Example: “BTS: Join Our Live Q&A and Get the Inside Scoop!” “Customize Your Curiosity: Live Q&A Session!” Social Media Engagement ○ Images: Encourage customers to display photos of their recent orders that will help them gain points and rewards for their next purchase. Platform: TikTok, Facebook and Instagram Example: “Tag Us and Win!”, “Share Your Style Using the Hashtag: #CraftedForMe” VI. Tactics A. Social Media Plan B. Programmatic Plan 1. Search a) Engaging in Local SEO Incorporate local keywords into Ebbi Studio that will help locals find out about the company online. Create a Google My Business profile in order to position the company on the radar of local search visibility. b) Social Media Optimization Ensure a user-friendly platform and profile that are easy to respond to and communicate with. Create a clean, intuitive navigation structure with categories and segmentations for the different types of products. c) Social Media Presence Apply the most relevant content to each platform's target audience.  2. Display a) Banner Ads Develop visually appealing banner ads that highlight Ebbi Studio’s custom embroidery products, focusing on unique designs and sustainability features. Display these ads on relevant websites that are frequently visited by the target audience, such as fashion blogs, lifestyle websites, and online magazines. b) Ad Networks Partner with reputable ad networks to distribute display ads across a wide range of websites, ensuring broad reach and higher visibility. Regularly monitor the performance of ads across different networks to optimize placements and budget allocation for maximum effectiveness. c) Retargeting Campaigns Set up retargeting campaigns to reach users who have visited the Ebbi Studio website but did not complete a purchase. Utilize dynamic retargeting to show personalized ads that feature products the users have previously viewed or shown interest in, increasing the likelihood of conversion. VII. Metrics A. Reach On Instagram, Ebbi Studio has reached 60,000 accounts, showing a significant increase of 30.8%. According to industry standards, a monthly follower growth rate of 1-2% is typical, making this growth particularly impressive. Each post should ideally reach 10-20% of followers, and achieving impressions that are 1.5-2 times the follower count is considered effective (Cucu, 2024). Ebbi Studio's current reach indicates they are successfully attracting and retaining a larger audience on this platform. On Facebook, the number of followers has grown to 174, representing a 27% increase. Although the numbers are smaller compared to Instagram, this growth rate is substantial given that typical monthly follower growth rates on Facebook range from 0.5-1%. Posts should reach about 5-10% of followers, with impressions ideally being 1-1.5 times the follower count. This steady growth indicates that their page is gaining traction and engaging effectively with its audience. For TikTok, the metrics indicate some challenges. The videos have received a total of 17,666 views, which is a decrease of 28.96% compared to the previous performance. The reached audience on TikTok is 11,634, down by 43.07%. Additionally,  the number of profile views has slightly decreased by 4.86%, totaling 587 views. These numbers suggest that while there is still engagement on TikTok, there is room for improvement in content strategy to boost views and reach. B. Impressions For a custom apparel company like Ebbi Studio, the industry benchmark for impressions is 1.5 to 2 times the reach it receives, according to West, C. (2024). Given that Ebbi Studio provided data on having a reach of 1,744, which is an increase of 27% from the previous 90 days, Ebbi Studio has approximately 2,6k to 3k Facebook impressions. As a basis for having company impressions 1.5 to 2 times their reach, Ebbi Studios will have approximately 90k to 120k impressions for Instagram. TikTok does not report impressions the same way Facebook and Instagram do; TikTok’s algorithm allows users to see content multiple times. Because Ebbi Studios could not provide direct data on their TikTok impressions, their reached audience is 11,634, with a decrease of 43%, which means the data on impressions is approximately around 17.4k to 23.2k. As Ebbi Studio deactivated their shopping feature on their TikTok, they should open up their TikTok store and provide shopping services, as they may potentially lose loyal customers to secure customers more often on the app than others. Additionally, prioritizing a variety of content types and adjusting to current trends will help them. For Ebbi Studios Instagram, they should be able to provide reels and stories content, as it will get them more attention in the market. Moreover, utilizing Instagram’s shoppable posts to allow users to purchase products directly from the app may help them since they do not have it. Lastly, they should optimize their Facebook page profile, as a large part of the Filipino market uses the application, and provide targeted content there as well. C. Engagements Over the past 28 days, Ebbi Studio has shown impressive engagement rates across its social media platforms compared to industry benchmarks in the custom apparel sector. There has been an increase of 168% on Instagram, with 1.9k accounts interacting, exceeding the average engagement rate of 0.70% for the overall industry and 0.82% for the arts and crafts sector. On TikTok, Ebbi Studio has achieved a 6.14% engagement rate, higher than the average of 2.65% by followers and 0.42% for the arts and crafts sector. The brand also reached a 1.6% engagement rate on Facebook, outperforming the average of 0.15% and 0.09% for the arts and crafts sector (Cucu, 2024). To maintain and improve engagement rates, it is recommended that Ebbi Studio increase its posting frequency on Instagram to 1-2 times per day and utilize interactive features in Stories to achieve greater community engagement. It will help maintain the interest of their audience if they create shareable, visually appealing content and analyze their past posts to curate better themes. It is also essential for the brand to leverage trending content, use relevant hashtags, and maintain a consistent posting schedule on TikTok to broaden its reach. Lastly, Ebbi Studio can create user-generated content through contests that promote community involvement while sharing high-quality  pictures or videos that capture attention and drive interactions on Facebook. It is also a must for the brand to regularly monitor its engagement metrics across all platforms so that it can refine its content strategy and focus on what resonates best with its audience. VIII. Financial Proposal ADVERTISING AND MARKETING BUDGET ALLOCATION Ebbi Studio CATEGORY BUDGET (Estimated) DESCRIPTION Social Media Advertising ₱120,000 Costs are determined by averaging CPC and CPM rates in the Philippines. Facebook advertising typically costs ₱1.13 per click, while Instagram advertisements can cost anything from ₱11.32 to ₱113.20. The cost per thousand views (CPM) for TikTok commercials starts at $10 (₱560). Influencer Collaborations ₱90,000 Nano-influencers (1K - 10K followers) typically charge around ₱1,000 to ₱5,000 per post, while micro-influencers (10K - 100K followers) can charge up to ₱20,000 per post. Content Creation ₱75,000 Rates for photography and videography in Metro Manila range from ₱1,500 to ₱200,000, depending on the complexity and duration of the project. SEO and Content Marketing ₱150,000 In the Philippines, SEO services can cost ₱15,000 to ₱100,000 per month, whereas blog postings for content marketing are reasonably priced at ₱3,750 each. This allocation concentrates on content production and necessary SEO chores due to the high cost. Loyalty Program, Analytics and Tools, ₱50,000 The Loyalty programs help increase and Miscellaneous repeat purchases and customer retention, with costs covering program development, rewards, and  marketing. Analytics tools on the other hand, are essential for measuring campaign effectiveness and making data-driven decisions, with costs covering subscriptions to tools like Hootsuite, Sprout Social, and Google Data Studio. TOTAL ₱485,000 IX. References Cucu, E. (2024, February 5). [STUDY] 2024 Social Media Benchmarks: Performance Data Across 22 Industries. Socialinsider Blog. Retrieved July 28, 2024, from https://www.socialinsider.io/blog/social-media-benchmarks/ Taslaud, G. (2023, November 21). Influencer Marketing in The Philippines in 2023 – All Data. Retrieved July 28, 2024, from https://www.insg.co/en/influencer-marketing-philippines/ West, C. (2024, March 29). 24 Facebook statistics marketers should know in 2024. Retrieved July 28, 2024, from https://sproutsocial.com/insights/facebook-stats-for-marketers/ Juntilla B., Geronimo R. (2024, July 26). The Cost of Social Media Advertising in the Philippines. How Much Does Social Media Advertising Cost in the Philippines? Retrieved July 28, 2024, from https://www.spiralytics.com/blog/the-cost-of-social-media-advertising-in-the-philippine Camille, J. (n.d.). How Much Does Digital Marketing Cost in the Philippines? Digital Marketing Rates in the Philippines. Retrieved July 28, 2024, from https://www.wazile.com/blog/digital-marketing-cost-in-the-philippines/ Jason Miraples. (n.d.). Complete Pricing Model for Filipino Photographers. Retrieved July 28, 2024, from https://jasonmiraples.com/resources/photographers-pricing-model/ Kwyzer. (n.d.). Photographer & Videographer Rates in the Philippines. Retrieved July 28, 2024, from https://kwyzer.com/rates/hire-photographers-videographers-in-the-philippines Macorol, D. (2023, November 6, 2024). SEO Pricing in the Philippines. How Much Does SEO Cost in the Philippines? Retrieved July 28, 2024, from https://www.oom.com.ph/seo-pricing-in-the-philippines/