portfolio by siddesh pai · portfolio by siddesh pai. index 1) resume 2) content marketing strategy...

PORTFOLIO

BY

SIDDESH PAI

INDEX

1) RESUME

2) CONTENT MARKETING STRATEGY

3) INTEGRATED MARKETING COMMUNICATIONS STRATEGY

4) SHOPIFY - SEARCH ENGINE OPTIMIZATION (SEO)

5) MY WORDPRESS BLOG

October 2016 - PresentKingston, OntarioSt.Lawrence CollegeSocial Media Assistant

Publish content to represent the college in a positive light, attracting and engaging with current and potential students locally, nationally

and internationally.

Attend various college events, conversing with participants, sharing their stories and generating new content across the college’s

social media platforms

Managed social media platforms for 4 SMEs by developing content to be shared using Facebook, Twitter and Instagram, generating

greater brand awareness

Liaised with the creative team to create cohesive imagery that matched the intended message in the brand’s strategy

Mumbai, IndiaBriefkase Digital Communications Social Media Executive

Social Media Strategy and Copywriting - Curated content for 4 SMEs located in Mumbai, India and is managing social media

accounts of St. Lawrence College.

Search Engine Optimization - Developed complete SEO plan along with Search Engine Marketing for local companies such as

Parfait and Loon Kombucha. Completed Mimic Pro, an Internet Marketing Simulation which furthered my understanding of how

to write ads, use SEO and allocate keywords in AdWord campaigns.

Adobe Photoshop, Illustrator, and InDesign - Designed professional final layout of reports using InDesign and social media

post mockups for local companies such as Parfait using Photoshop.

Communication skills - An empathic listener and a certified creative writer from St. Xavier's College, Mumbai, India.

[email protected]

+1 (613) 530 - 6489

blogsbysiddeshpai.wordpress.com

An enthusiastic and highly motivated professional with a business management background. Proficient in digital and social media

with certifications in Google Analytics, Google AdWords, and Content Marketing by Hubspot. Passionate about writing, and zealous

about storytelling with words, pictures, and videos. Loves to ideate and always open to new and better ideas of team members.

siddeshpai

fb.me/siddeshpaii

paisiddeshpai

September 2015 - August 2016

Interactive Marketing Communications St. Lawrence College, Kingston 2016-2017

This program helped me blend my digital marketing knowledge. I learned to create digital marketing strategies and implement

them.

Some of the key subjects I learned in the first semester are Digital Publishing (Designing), Content Marketing, Social Media

Marketing, Integrated Marketing Communications and Interactive Web Marketing (SEO).

In the second semester, I along with my team worked with Loon Kombucha to develop their SEO strategy, optimize their social

media and establish their complete Integrated Marketing Communications plan from scratch.

University of Mumbai, MumbaiBachelor of Management Studies, Marketing 2012-2015

This program helped me learn management in depth and gave me an insight of the corporate world.

My favourite subjects were Public Relations, International Marketing, Entrepreneurial Management etc.

This program helped me become a confident public speaker and a multitasker.

CLIENT BACKGROUND:Parfait is a premium frozen yogurt bar which was opened in downtown Kingston, a few months ago. It offers both frozen yogurts and coffees in their store in a perfect, relaxed ambiance, which appeals to both students and young professionals. Parfait wants to lead the frozen yogurt segment of the industry by promoting and implementing healthy habits in its employees and customers.

COURSE CODE: MARK 5003

DATE: DECEMBER 12, 2016

CLIENT: PARFAIT

TEAM NAMES: ISAAC MILLER, KYLE CHAMPAGNE, MUHAMMAD FARHAN SYED AND SIDDESH PAI

CONTENT MARKETING PLAN

CONTENT MAREKTING STRATEGY

PROJECT DESCRIPTION:

The consumers were in the awareness stage of buying cycle. Thus, our project objectives were to create content pieces that will educate them and raise them to the consideration stage making them into potential customers.

Since our objectives were to entice young professionals, we curated content pieces that will target their emotions. The tone of the content was informative, casual and witty.

Parfait recently opened in downtown Kingston and is in need of content marketing to help create awareness of their brand and build relationship with its customers. It also wants to empower customers to make healthy choices in their life. This project will outline series content pieces we will plan to create. The content will help customers form new healthy habits by showing them how easy it can be.

PROJECT DESCRIPTION

Parfait recently opened in downtown Kingston and is in need of content marketing to help create awareness of their brand and build relationship with its customers. It also wants to empower customers to make healthy choices in their life. This project will outline series content pieces we will plan to create. The content will help customers form new healthy habits by showing them how easy it can be.

CLIENT BACKGROUND

Parfait is a premium frozen yogurt bar which was opened in downtown Kingston, a few months ago. It offers both frozen yogurts and coffees in their store in a perfect, relaxed ambiance, which appeals to both students and young professionals. Parfait wants to lead the frozen yogurt segment of the industry by promoting and implementing healthy habits in its employees and customers. Parfait has a competitive edge of using high-quality handcrafted Greek yogurt, over other frozen yogurt brands available in the market. Additionally, it offers interactive user experience and more customizable healthy toppings.

COMPETITION

Downtown Kingston is a competitive market for bars, cafes, and restaurants. Parfait is not the only place in town to serve frozen yogurt, but they provide high-quality Greek frozen yogurt which is high in protein. They also offer healthy topping alternatives, like fresh fruit, nuts, and even protein powder. This is their differentiating factor.Menchie’s is one of the Parfait’s strongest competitors. Munchies target a much lower aged demographic so they are not as focused on health of their consumers.Since Parfait’s secondary product is coffee, we believe Crave Coffee House and Bakery and Balzac’s Coffee are their main competitors since they are located very close to Parfait.

BUSINESS CHALLENGE

Parfait is perceived as any other local frozen yogurt café in town. We plan to create content to differentiate itself from its competitors and acquire more customers. Parfait has a lack of awareness in the community. The series of content will create more awareness of the brand by encouraging customers to make healthier choices and forming new habits by conveying a message that making healthy choices can be easy and delicious.

CONTENT MARKETING PLAN 2

POSITIONING STATEMENT OR KEY MESSAGE

Parfait encourages young professionals to make healthy lifestyle choices by conveying them that making those choices can be easy and tasty.

BRAND VALUES

Parfait prides itself on serving high-quality Greek frozen yogurt, with a healthy spin. Below stated words best convey the brand’s beliefs and actions:

• Healthy• Mature• Hip• Quality• Trustworthy

REASONS TO BELIEVE

• We want customers to feel good about themselves and the choices they make.• We want to show customers that making healthy eating and lifestyle choices can be easy to do during a busy day. They can eat good and feel good at the same time.• Share brand story.• Stories of people and transformations.• The importance of being healthy.• Question and Answer series with a dietician.• How to be healthy despite leading a busy lifestyle.

CREATIVE STRATEGY

Through this campaign, we want to emotionally and casually appeal to the young professionals who are mostly students and working people to take up the healthy lifestyle. They lead a very busy lifestyle. In the beginning of the campaign, we do not intend to for calling a call-to-action in the initial phase. The consumers will be emotionally connected first through pure content and no promotion. The tone of Content:• Informative• Casual • WittyAppeal Technique:• Empowering• Educating and Entertaining• Motivating and Inspiring

CONTENT PIECES:Podcast: Health Craze Guinea Pig: Lemon and Cayenne DetoxVideo: Gym@Work 5 easy exercises you can do anywhereMemes: Funny memesBlog post: Frozen Yogurt 1 – Ice Cream 0


Stills from the video we shot.

VIDEOLink to Video - https://www.youtube.com/watch?v=uk6vKxZlYlQ&feature=youtu.be

APPENDICES:


CAMPAIGN METRICS:

CONTENT TYPE METRICS KPI

Video ConsumptionSharing

Video viewsVideo likesVideo sharesVideo commentsVideo retweets

Podcast ConsumptionSharing

Podcast listeningPodcast downloadsPodcast likesPodcast sharesPodcast commentsPodcast retweets

Blogs ConsumptionSharingLead Generation

Blog readBlog likesBlog sharesBlog commentsBlog retweetsBlog subscriptions

Memes ConsumptionSharing

Meme viewsMeme likesMeme sharesMeme commentsMeme retweets


IceCream0-FrozenYogurt1

Weallenjoysnackingonicecreams,don’twe?Therearesomanyoptionsforflavoursandtoppingstoputonit.Butthenonedayyouwakeupandrealisethatyourfavouritejeanswhichyoubought2yearsagodon'tfityouanymore.Youfeelsad,wonderwhatwentwrongandthenyourealiseitisprobablybecauseofthaticecreamyou’vebeensnackingonformonths.Youdecidetowatchyourweightandgohealthy.Butyougetstuckinafrozenconfusionandthinkofwaystohavesomethingcoldandsweetwhichtastesjustlikeorbetterthanicecreamandisactuallyhealthy!Well,ifthisisyourstory,orsimilartothis,frozenyogurtisyourbestbaittobalancethemixedfeelingofcravingandguilt.Ifyoubelievefrozenyogurtisthesameastheicecream,thisarticleisforyou.Frozenyogurtismadewithyogurtwhileicecreamismadefromcreamandmilk.Thereisathinlinebetweenfrozenyogurtsandicecreams.Theybothareperceivedasthesamebecauseoftheintroductionofsomanyflavoursoffrozenyogurt.Itisuponyouhowmuchtoppingsyouwouldliketoaddyouryogurt,sothatgivesachancetocustomiseyourdessertaccordingtoyourneeds.Foryourbetterunderstanding,checkoutthiscomparisonchartandkeepallyourfrozenconfusionsaway!ComparisonChart:

Factors Frozenyogurt Icecream

MainIngredients Frozenyogurt,plainorwithflavors Milkandcream

Taste Tart Sweet

Toppingoptions Servedwithawidevarietyoftoppingslikefruit,jam,

chocolate,syrup

Theflavorsareaddedinduringpreparation;extratoppingscanbeaddedtothemixaswell

FatRate Canhaveupto6%fat Musthave10-16%fat

CalorieRate 80(Fat-Free) 120(Lowfat)

Sources: 1)http://theydiffer.com/difference-between-frozen-yogurt-and-ice-

cream/2)http://www.livestrong.com/article/434780-frozen-yogurt-vs-ice-cream-nutritional-facts/

BLOG POSTLink to Blog post - https://blogsbysiddeshpai.wordpress.com/2016/12/12/ice-cream-0-frozen-yo-gurt-1/


CAMPAIGN METRICS:











CAMPAIGN METRICS:











A blog content to educate the consumers who are in the awareness stage of the buyer cycle.

INTEGRATED MARKETING COMMUNICATIONS STRATEGY

SITUATIONAL ANALYSIS:Parfait is a premium frozen yogurt bar store located in downtown Kingston, Ontario. It has recently opened it’s doors in a very competitive area. What makes Parfait different from other Frozen Yogurt shops is the focus on health-ier options, by providing Greek yogurt which has a higher protein content than normal yogurt. It needs an IMC plan because it has recently launched in the market and there are strong competitors who are in the frozen yogurt business. The IMC plan will output in making Parfait’s image as a premium place where young adults shall visit and spend some quality time there.

IMC PLANCLIENT: PARFAITDEC 5TH 2016

Farhan/Siddesh/Isaac

ADVERTISING PLANPROBLEM: Parfait has opened its new outlet on June 25, 2016, in Kingston, Ontario. It offers healthy and fresh frozen yogurt with customizable options. Its potential customers think that Parfait is processed and unhealthy option like other frozen yogurt brands in Kingston. Although it’s a new and innovative concept, it is struggling to make more turnover and sales. How does Parfait attract health conscious young professionals staying in Kingston?

COMMUNICATION OBJECTIVE: • Attract young professionals living in Kingston.• Attract people from other cities to come down to Parfait outlet in Kingston.• Convince people that they can work or sit in Parfait for as long as they want. • Change perceptions made by the customers about the brand.• Portray an image that reflects Parfait as an Eco-friendly and healthy yogurt bar and cafe.

POSITIONING STATEMENT:Parfait offers young professionals a feeling of indulgence and yet provides guilt free desserts.

CREATIVE OBJECTIVES:• To portray the feeling of indulgence and not feeling guilty or bad about consuming desserts.• To communicate a set of images to convey that frozen yogurt offered at Parfait are made from fresh ingredients and can be consumed guilt free• To portray the feeling of indulgence and not feeling guilty or bad about consuming desserts.• To build an image of Parfait as a restaurant which is sensible about the environment and cares about it.

CREATIVE STRATEGY:The big idea/ theme behind the campaign is to encourage young professionals eat frozen yogurt and pamper themselves without feeling guilty.

CREATIVE EXECUTION:• Paid Social Media Ads – Instagram (Videos & Boomerang) and Facebook.• Social Media Engagement – Compelling creative on Facebook, Instagram, and Snapchat.• Social Media Advertisements – Discounts, events. • Print Advertisements – Magazines (Kingston Life and Welcome back to Kingston).• Outdoor Advertising- branding bus shelters and in transit buses advertising.

All images must portray the core positioning strategy of Parfait while appealing to the young professionals.

THEME:We will be using the theme of Pamper land to convey our message. The sexual appeal shall be used as a tactic to convey our message that would be in line with our positioning statement. We will give an image of Pamper land where a girl is pampering herself with everything fresh around her while taking a bath. Using the metaphor of Bathtub, we will be imitating it as a cup of frozen yogurt in which a female model is pampering herself with fresh frozen yogurts and fruits all around her. It will convey the message that whosoever consumes our frozen yogurt, he/she feels herself as being in a Pamper land where everything served is fresh and you feel yourself as being pampered. At the same time, it conveys the message that these frozen yogurts are healthy enough that you can consume them without having any guilt on your mind.All images that will be used in the campaign, must portray the core positioning strategy of Parfait while appealing to the young professionals.

Farhan/Siddesh/Isaac 7 IMC PLAN PARFAIT 2016

ADVERTISING PLANPROBLEM: Parfait has opened its new outlet on June 25, 2016, in Kingston, Ontario. It offers healthy and fresh frozen yogurt with customizable options. Its potential customers think that Parfait is processed and unhealthy option like other frozen yogurt brands in Kingston. Although it’s a new and innovative concept, it is struggling to make more turnover and sales. How does Parfait attract health conscious young professionals staying in Kingston?

COMMUNICATION OBJECTIVE: • Attract young professionals living in Kingston.• Attract people from other cities to come down to Parfait outlet in Kingston.• Convince people that they can work or sit in Parfait for as long as they want. • Change perceptions made by the customers about the brand.• Portray an image that reflects Parfait as an Eco-friendly and healthy yogurt bar and cafe.

POSITIONING STATEMENT:Parfait offers young professionals a feeling of indulgence and yet provides guilt free desserts.

CREATIVE OBJECTIVES:• To portray the feeling of indulgence and not feeling guilty or bad about consuming desserts.• To communicate a set of images to convey that frozen yogurt offered at Parfait are made from fresh ingredients and can be consumed guilt free• To portray the feeling of indulgence and not feeling guilty or bad about consuming desserts.• To build an image of Parfait as a restaurant which is sensible about the environment and cares about it.

CREATIVE STRATEGY:The big idea/ theme behind the campaign is to encourage young professionals eat frozen yogurt and pamper themselves without feeling guilty.

CREATIVE EXECUTION:• Paid Social Media Ads – Instagram (Videos & Boomerang) and Facebook.• Social Media Engagement – Compelling creative on Facebook, Instagram, and Snapchat.• Social Media Advertisements – Discounts, events. • Print Advertisements – Magazines (Kingston Life and Welcome back to Kingston).• Outdoor Advertising- branding bus shelters and in transit buses advertising.

All images must portray the core positioning strategy of Parfait while appealing to the young professionals.

THEME:We will be using the theme of Pamper land to convey our message. The sexual appeal shall be used as a tactic to convey our message that would be in line with our positioning statement. We will give an image of Pamper land where a girl is pampering herself with everything fresh around her while taking a bath. Using the metaphor of Bathtub, we will be imitating it as a cup of frozen yogurt in which a female model is pampering herself with fresh frozen yogurts and fruits all around her. It will convey the message that whosoever consumes our frozen yogurt, he/she feels herself as being in a Pamper land where everything served is fresh and you feel yourself as being pampered. At the same time, it conveys the message that these frozen yogurts are healthy enough that you can consume them without having any guilt on your mind.All images that will be used in the campaign, must portray the core positioning strategy of Parfait while appealing to the young professionals.


MARKETING COMMUNICATIONS MIX ELEMENTS

Other than traditional advertising below stated Marketing Communication Mix elements shall be used:• DIRECT MARKETING• EVENT MARKETING• SALES PROMOTION• PUBLIC RELATIONS

DIRECT RESPONSE:We will be using the targeted communication to attract young professionals and will reach them through email. Since Parfait doesn’t have its own database of customers, so we will have to rely on the compiled lists of our target customers. We will buy lists of young professionals living in Kingston within the age bracket of 18 to 35, who are either studying in university/college or working in the corporate world. They prefer to sit in a relaxed environment to work while on the go and have a cup of coffee, ice cream or frozen yogurt. Since we can use this list to send an email once, we will use this opportunity to make our target customers opt in for email and give them a discount coupon on their first purchase. Once they have opted in and signed up for the email we can build our own database and reach them through email newsletters with promotional and valuable content that will save us money and time.

CREATIVE MESSAGE AND OFFER:Parfait will send an email to the compiled list of target customers with a compelling and click-able subject line “Your ticket to the Pamper land”. Customers will open the email to see a high quality enticing image of Parfait’s frozen yogurt being utilized by a female model who is shown being submerged in the huge cup of Parfait’s frozen yogurt. In the end, they will be asked to opt in for email in return for a discount coupon with referral option.

OFFER MECHANICS:Possibility 1: Parfait will send an email to the people from the list they bought and ask for their permission to receive emails from Parfait in exchange for 20% discount code. If that person redeems that code, he will get a discount of 20% on his purchase and the transaction ends here.

Possibility 2: Parfait will send an email to the people from the list they have bought and ask for their permission to receive emails from Parfait in exchange for 20% discount code. 1st person that receives the email is able to share that discount code to one more person. For the 2nd person to redeem the code shared by the 1stperson, he has to share his email id to Parfait. If 2nd person redeems the discount code shared by 1st person, he will get 10% discount on his purchase and the 1st person gets 5% extra i.e. 25% discount on his purchase.


Screenshots of the Marketing Communications Mix Elements we used and the rationale behind it. We chose Direct Marketing, Event Marketing, Sales Promotion and Public Relations as the tools for communicating and engaging our target audience i.e. young professionals.

SHOPIFY WEBSITE - SEARCH ENGINE OPTIMIZATION

As part of our final project for Interactive Web Marketing, we had launched a complete Ecommerce website using Shopify. Since it was our first time experience using Shopify and implementing SEO tactics, we only targeted women. We launched this project in winter and thus we figured the ideal product would be to sell scarves.

ShopifyProjectReport

URL:www.scarvesforwomen.netCOURSECODE:MARK5000

PREPAREDBY:DaisyYang

FarhanSyed

KyleChampagne

MichaelWang

SiddeshPai

3

KeyPhraseResearch

As part of research we have found out what people are searching for on the internet to find

scarves. We have used Google Keyword Planner tool to find this information. It came out during

our research that not many people write buy online or shop online in their phrase while searching

for scarves on Google. However, they do mention whether they are buying women or men’s

scarves. Listed below are some of the search term suggestions which according to Google

AdWords’ Keyword Planner tool, are the most searched terms on Google:

• Scarves for women (Average monthly search: 10K to 100K)

• Cheap scarves (Average monthly search: 1K to 10K)

• Scarves online (Average monthly search: 1K to 10K)

• Fashion Scarves (Average monthly search: 1K to 10K)

• Women’s Scarves (Average monthly search: 1K to 10K)

• Scarves for sale (Average monthly search: 100 to 1K)

• Buy scarves online (Average monthly search: 100 to 1K)

TopSearcheson

Google

6

StoreNameandURL

Scarves for women is the highest search term as can be seen from the Google Keyword Planner

Tool. We have made this our URL and store name as well i.e. www.scarvesforwomen.net.

SEO: www.scarvesforwomen.net:

Home Page Title:

First thing Google does for selecting a webpage is to pull the relevant page title from the website

for a specific search string. Selecting a correct page title for a webpage has a lot of significance.

Page title should not only be your business name because if people know your business name or

your website name, why would they search for it on Google. Page title should contain keywords

which most people from your target audience is searching on google to find you or businesses

like you on Google.

We have optimized our website’s home page title as stated below:

“Scarves for Women|Crochet Scarf|Scarf Styles|Canada”

Rationale:

Scarves for Women is the highest searched phrase so we have included it at the first place in the

page title. Next term in the page title is Crochet Scarf, it is also one of the highest search terms

as per the Google Adwords and its competition is medium. It will help us rank our website better

in organic search results. Similarly, we have chosen scarf style as the next keyword in the page

6

StoreNameandURL

Scarves for women is the highest search term as can be seen from the Google Keyword Planner

Tool. We have made this our URL and store name as well i.e. www.scarvesforwomen.net.

SEO: www.scarvesforwomen.net:

Home Page Title:

First thing Google does for selecting a webpage is to pull the relevant page title from the website

for a specific search string. Selecting a correct page title for a webpage has a lot of significance.

Page title should not only be your business name because if people know your business name or

your website name, why would they search for it on Google. Page title should contain keywords

which most people from your target audience is searching on google to find you or businesses

like you on Google.

We have optimized our website’s home page title as stated below:

“Scarves for Women|Crochet Scarf|Scarf Styles|Canada”

Rationale:

Scarves for Women is the highest searched phrase so we have included it at the first place in the

page title. Next term in the page title is Crochet Scarf, it is also one of the highest search terms

as per the Google Adwords and its competition is medium. It will help us rank our website better

in organic search results. Similarly, we have chosen scarf style as the next keyword in the page

16

GoogleAnalyticsReport

1. Location

• This is an overview of Locations from our reports from Google Analytics recorded on December 12, 2016.

• There were 2 active users on our website. One user was from Canada and second one was from Qatar.

• In 28 minutes, we observed that we had 2 page views.

MY BLOG

I’m an empathic listener and a creative writer. I’m passionate about writing, and zealous about storytelling with words, pictures, and videos. I love to ideate and I’m always open to new and better ideas. Besides, I’m proficient in digital marketing and use WordPress as a platform to share my views on digital marketing and connect with other digital marketers. I’ve written blogs on Content Marketing, Social Media Marketing, Branding and Integrated Marketing Communications. I look forward to learn much more and be a creative strategist and a good digital marketer in the future.

3/3/2017 SIDDESH PAI'S BLOG – Stories driven by passion!

https://blogsbysiddeshpai.wordpress.com/ 12/28

How to write a report, unlike everyone else!

DECEMBER 2, 2016

SIDDESH PAI

LEAVE A COMMENT

You have been writing reports since high school, haven’t you? You have been taught the

standard procedure for writing a report i.e. Introduction, Main content and the Final

paragraph to conclude. These three “steps” were your roadmap for writing a report.

Do you realise you have to make reports for a long time?! Report writing will not stop

haunting you after you graduate from school. Report writing is something that you are

going to do until you retire or maybe are capable enough to pay someone to make

reports for you! Writing a report is an art and there is no one standard formula for that.

But the one I am going to share here will not only make your report interesting but will

also make it stand out from the crowd.

Stories driven by passion!

This blog was about Brand Storytelling. In this blog, I wrote about how people prefer stories over promotional ads and techniques of good storytelling followed by good and bad examples of brand storytelling.



Brands: Hey humans, we’ve got stories too!

OCTOBER 19, 2016

SIDDESH PAI

4 COMMENTS

When I was growing up, my grandmother and mother used to tell me stories. I remember

I was so used to listening to them that I couldn’t fall asleep if I wasn’t told a story. I was so

habituated to listening to stories at night that I was obsessed with them.



What is IMC and what are its bene�ts?

OCTOBER 15, 2016

SIDDESH PAI

LEAVE A COMMENT

In today’s ad world, we hear a lot about Integrated Marketing Communications, popularly

known as IMC. I think it is the goldmine not completely dug yet by the marketers to make

the best of it for connecting well with their target audience. So what exactly is IMC and

what are its bene�ts that will help you skyrocket your sales?



What is IMC and what are its bene�ts?

OCTOBER 15, 2016

SIDDESH PAI

LEAVE A COMMENT

In today’s ad world, we hear a lot about Integrated Marketing Communications, popularly

known as IMC. I think it is the goldmine not completely dug yet by the marketers to make

the best of it for connecting well with their target audience. So what exactly is IMC and

what are its bene�ts that will help you skyrocket your sales?

portfolio by siddesh pai · portfolio by siddesh pai. index 1) resume 2) content marketing strategy...

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