Marketing | Design | Writing & Research
Salt City Signs: Business & Marketing Plan
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Salt City Signs Business Plan
Salt City Signs Business Plan
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ABOUT
This project involved creating a business plan for Salt City Signs in Syracuse, New York where I am the communications coordinator. The report was requested upon the company’s acquisition of another printing business to determine the best strategies to integrate and streamline business as well as promote our products to new audiences from here on out. The report includes a situational overview, in-depth analysis of 2024 sales, consumer information and business and marketing advising.
RESEARCH
The first step I took was reviewing IdentaMe’s sales data from 2024 and curating my best interpretations from the information available. Because the online store’s website is quite outdated, a lot of information and trends were not readily available, but after working with the spreadsheet I was able to determine important customer demographics and purchasing trends. These included sales by state, sales by month, popular seasons or events for purchasing and the largest orders from the past year.
I also reviewed these competitors’ websites for overall online presence, product offerings, navigation/organization and product customization features. I compiled this information into a table for easy comparing and contrasting.
BRIEF
The overarching goal for this report was to help Salt City Signs understand the current state and projected future of acquiring a new company, IdentaMe Labels, and what practices could be implemented to maximize efficiency and reach the most customers to drive increased sales in the next year.
COMPETITOR & SEO ANALYSIS
Another component of this report was reviewing SEO function for both IdentaMe and a handful of their most realistic competitors. I identified keywords that gained a lot of traction on search engines for similar labels and evaluated how other sites were performing in these searches.
FUTURE PLANNING
Based on my research and evaluations, I then outlined my suggestions for how Salt City Signs could manage IdentaMe going forward. IdentaMe’s existence as an e-commerce platform necessitates a large deal of digital marketing strategies, including on social media and through email newsletters. I created a sample content calendar and sample social media post that could be used to organize communications and reach consumers digitally. These suggestions should increase the reach and sales of IdentaMe labels and increase the overall success at Salt City Signs.