Marketing Plan for Scenic Lenses

Executive Summary 

Mission Statement 

People forget events that occur in their lives, but no one forgets how such events made them feel (Shulman, 2017). That is the reason why the best events in life should be captured and stored for future reminiscence. The Scenic Lenses Studio is a photography company created with the sole intention of capturing those memorable moments in life and keeping them for future prosperity. In spite of the advancement in various technologies and innovations in the area of mobile photography the Company leverages on the power of these technologies to create new solutions aimed at capturing the modern age of youths who are in love with 'selfies’ and the convenience of mobile photography and maintaining a hold on the older generation who prefer traditional means of photography. 

The Company seeks out clients from social media, individually to grow their social media following and use their social media platforms for monetization purposes. Besides offering consultancy services on the best ways to market and grow social media brands, the Company provides services for complete makeup for the clients, perfect costume and outfit customization according to the occasion and comprehensive social media marketing. Understanding the role of social media in shaping perception, the Company focuses on using social media as means of developing and growing brands towards particular market niches, with the guidance of the client and employs the use of Public Relations techniques to run the client's brand image using their preferred social media platforms (Standberry, 2019). 

Company Overview 

Social media is changing the way people understand the world in which we live (Shirky, 2019). Moreover, marketing is no longer a task reserved for the elite marketing departments in large companies. Furthermore, advertising continues to change the way we understand and consume products and hence, the need for companies to continue investing in proper marketing strategies to influence their sales. Corporations are learning to leverage on creating brand awareness using other media influencers and hence the growth in the number of media influences willing to customize their social media pages to grow their followership and gain influencing power. Scenic Lenses Company is built for people who are focused on using their social media platforms to build their personal brands and increase the influence they need to attract advertisers who in turn generate revenue by paying them to market their brands.

Mission Statement 

The Mission of Scenic Lenses is to grow personal brands to the heights of world acclaim through the use of individual social media platforms and help them gain the power they need to influence consumer opinion

Vision Statement 

Scenic Lenses envisions a world in which social media influencers will become a brand too strong to be ignored and will maintain the highest standards of integrity, professionalism, and industry in their influential practice. 

Company Statement 

Scenic Lenses is a sole proprietorship company that was formed at the beginning of 2018 when the founder saw the need for nurturing and organization of talent in the social media industry. The founder saw the potential of turning social media pages into alternative sources of income and hence chose to help owners of these websites to become professionals in their fields (Mehta, 2019). The Company examined corporate behaviour and consumer behaviour as well and saw the tendency for corporate organizations to use personalities for marketing their products.

Growth Highlights 

Upon the foundation of the Company, there was a growth in the number of people willing to work with the Company to grow their social media platforms and monetize them. The following graph shows the increase in the number of customers willing to work with the Company to build and monetize their social media sites into brands. Het graph illustrates worldwide growth in the name of customers ready to use the Company's services.

Figure1: Graph for Growth of Customers since the Inception of the Company

Marketing Mix

Scenic Lenses can rightfully be described as a personal branding creator, aid and consultant because it offers professional studio photography and film work, as well as helps customers to create their private brands via their social media platforms and manages helps them manage their accounts in a professional manner. The Company generates its revenues from regular professional camera shoots for the customers, videography for customers whose brand creation and growth depend on such services and consultancy services regarding social media branding. Customers include upcoming comedians, musicians, DJs, Promoters, CEOs, medical practitioners, academics, Politicians, mothers, fathers, and socialites. The Company understands the inherent needs people have to show the world what they do, and they use this as a platform for creating unique personal brands for every client. 

Situation Analysis 

The following situation analysis incorporates the current situation of the Company and includes the general trajectory of the business. It outlines the Company's internal as well as external environments and helps in creating and understanding the Company's business environment, capabilities, and customers. 

Target Market 

The Company targets people interested in transforming their social media image into brand images. The Company understands the complexities involved in the creation of brands and the fact that it takes time to develop brands and hence, it does not promise quick gains. However, the Company pledges gradual, customized and targeted increases as a way of growing social media followers and developing the customer image into a brand. The Company focuses customers from all spheres of society, and these include physicians, socialites, farmers, academicians, sportspersons, musicians, artists and many more. The Company understands that any image can be branded and monetized to fit into any sphere of society. Moreover, it leverages the fact that not everyone who uses social media platforms is tech-savvy or has the time to capitalize and grow their brands. 

Company SWOT Analysis 

Strengths 

Company idea is unique and sustainable 

The Company uses minimal resources to make maximum gains 

Steady growth trajectory since the inception of the Company means excellent future projections

Weaknesses 

The unwillingness of customers to employ social media firms 

Extreme competition in the world of social media 

Issues of integrity are likely to come into question regarding the users’ passwords 

Opportunities 

There is a high number of social media users especially on platforms like Facebook which has over 2.3 billion and the number of steadily increasing

The Company can leverage on the

Threats 

A shift in the functioning of social media platforms means a change in the business for the Company

New entrants are likely to pose stiff competition for the Company

Scenic Lenses is venturing into a business niche that is hardly occupied by other players. Currently, many people prefer to hire personal assistants of specific individuals who are charged with the duty of running personal social media accounts. This is, therefore, an advantage for the Scenic Lenses Company since it endeavours to venture into a field that is new and innovative. How the Company conducts its business will determine the business. 

Marketing Strategy 

Social media is an on-going phenomenon that has been evolving over the last few years. The younger population of users is more akin to using various means to monetize their pages compared to the older generation (Ramasubbu, 2017). Some of the beneficiaries of these kinds of marketing include artists, recording artists, producers, DJs, physicians, comedians, and teachers. Some of these are private individuals who would like to turn their pages into a money-making venture. The more the number of followers, the more the influence the user has.

Ultimately, media influencers use their platforms for advertising products and influencing public opinions. Such power is beneficial to corporate organizations that wish to use these influencers to sell their products and boost their sales. Therefore, Scenic Lenses Company is coming in to fill a void in an already existing ecosystem that sidesteps the traditional role of mainstream media in shaping opinion. The marketing strategy for this Company is hence geared towards building images of social media users into brands for the sake of monetizing it and making a profit out of it.

Financials

The Scenic Lenses Company is a sole proprietorship kind of Company whose creator invested 100% capital into starting it. The business will manage to break even and cover all its expenses the moment the customers agree to work with the Company. They will be required to pay a once-off fee for subscription to the company services and will always pay for additional services like photoshoots and camera work. Additionally, the customers will be charged depending on the number of followers they gain after working with the Scenic Lenses Company over a while.

Controls 

The Scenic Lenses Company will continuously control and monitor the followership and the performance of the social media platforms for its customers to determine the level of success of the various strategies employed. The controls will be implemented in collaboration with the customers, and the proprietor of the Company will work with his team of two employees to ensure the success of the strategies employed. 

Summary 

The Scenic Lenses Company is a futuristic company created with the future in mind. The evolution of means of technologies and innovations in the social media space has increased globalization and connectivity. Whereas many would like to remain in contact with the rest of the world, not many have the time to build their social media platforms into brands considering the many opportunities available online. The Scenic Lenses Company is created to fill this void and assist people from all walks of life to build a brand out of their names and make a profit. 

References 

Mehta, D. (2019). Social Media: Influence, Opportunities, and Power . Retrieved from https://www.quantumrun.com/article/social-media-influence-opportunities-and-power

Ramasubbu, S. (2017). Influence of Social Media on Teenagers . Retrieved from https://www.huffpost.com/entry/influence-of-social-media-on-teenagers_b_7427740

Shirky, C. (2019). The Power of Social Media . Retrieved from https://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history?referrer=playlist-the_power_of_social_media

Shulman, M. (2017). Why We Take Pictures . Retrieved from https://www.huffpost.com/entry/why-we-take-pictures_b_6009434?guccounter=1&guce_referrer

Standberry, S. (2019). The Ultimate Guide to Social Media Branding for Small Businesses . Retrieved from https://www.lyfemarketing.com/blog/social-media-branding/