Amber Horsburgh

Digital Strategy on a Shoestring

This is fantastic! Feedback below:Slide 5 - would love to see these points phrased in actionable insights. The points on their interests in fashion, luxury goods and cosmetics could make for some interesting content from the brand. Slide 7 - the "mobile savvy users" could be phrased in the audience's use cases of the site, rather than a broad description. A good follow up, for example, you could check their Analytics (if you have access) to see what the most popular hours of the day people are accessing pinkberry.com. If it is in business hours then you might deduce that people are accessing the site in store or near it. This could help you argue that information on the mobile site should be focused on getting info to the visitors about the store and product as much as possible - health facts, store opening hours, etc.Slide 14 - the Pew insights contradict a lot of what you find in the audience up front section. It might be useful to select only the insights that are relevant from the audience section as to not confuse the reader. Also the point that people do not use social media to find out about local bisuessses may not be relevant, because pInkberry is a nation wide chain.Slide 38 - these are great insights. Might be good to summarize these in a table as they relate to TCBY and Red Mango. Slide 49 - this is awesome. This is fantastic Sheena, thanks for putting in all this effort. A great next step to bring this to life for your client is to take your top 5 insights and create actions for them. For example the point about Pinkberry's brand perception suffering from the founder's antics could become good stimulus to brainstorm some social ideas to turn that around. Well done for completing the class. I hope you got a lot out of it. I'd love to know what area you found most useful and if you learned more than what you already knew, what your favorite tool to use was and so on. All the best!Amber

Updated 3/24/14Cleaned this up a little and addressed some of the feedback.  Thank everyone for viewing! Updated link: https://db.tt/HMuotiyeorhttp://bit.ly/1ivddtuUpdated: 1/20/14https://www.dropbox.com/s/la5qjexiih6kz88/Pinkberry_FINAL.pdfAfter starting and stopping a few times,  I finally finished this up this weekend. Would love any feedback!

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