I Am The Modern Woman

Transcription

1 I Am The Modern Woman MARKETING STRATEGY

2 Table of Contents INTRODUCTION BRAND PILLARS WEBSITE ASSETS LIFESTYLE IMAGES ASSETS PRODUCT GALLERY ONLINE ADVERTISING TOOLS FOR RETAILERS POINT-OF-SALE ONLINE CONTACT

3 Introduction WONDERING HOW TO GET YOUR SALES & NEW DAWN DIAMONDS ON TOP? LET US GUIDE YOU. 3

4 Brand Pillars WHAT MAKES NEW DAWN DIAMONDS SPECIAL? CHAIN OF CUSTODY CAUSE 100% IDENTICAL TO MINED DIAMONDS ENVIRONMENTALLY FRIENDLY LABORATORY CERTIFIED FULLY GUARANTEED 4

5 Brand Pillars WHAT MAKES NEW DAWN DIAMONDS SPECIAL? NEW DAWN DIAMONDS tracks the complete chain of custody for all our diamonds from creation, through the cutting & polishing process, to your stores and your consumers. Because of our complete chain of custody tracking system, NEW DAWN DIAMONDS is able to bring you the perfect diamond for The Modern Woman and a verified path of its creation. Go to NewDawnDiamonds.com to track the history of any New Dawn Diamond. CHAIN OF CUSTODY 5

6 t Brand Pillars WHAT MAKES NEW DAWN DIAMONDS SPECIAL? Leverage alliances for more visibility 33% of consumers are now choosing to buy from brands they believe are doing social or environmental good. onilever consumer study 92% of consumers say they have a more positive image of a company when the company supports a social or environmental issue cone communications csr ctudy 33% of Americans think a company s reputation is just as important as the products it makes AND have purchased a product more than once, because of this reason. mww s corpsumer research NEW DAWN DIAMONDS has selected Kiva as our non-profit partner and we will be supporting and empowering women throughout the world with our annual contribution and micro lending. Kiva is an international nonprofit, founded in 2005 and based in San Francisco, with a mission to connect people through lending to alleviate poverty. We celebrate and support people looking to create a better future for themselves, their families and their communities. By lending as little as $25 on Kiva, anyone can help a borrower start or grow a business, go to school, access clean energy or realize their potential. For some, it s a matter of survival, for others it s the fuel for a life-long ambition. 100% of every dollar you lend on Kiva goes to funding loans. Kiva covers costs primarily through optional donations, as well as through support from grants and sponsors. CAUSE Kiva.org 6

7 Website WEBSITE Continually evolving NEW DAWN DIAMONDS website. Direct viewers to their local retailer Provide education on Why buy NEW DAWN DIAMONDS? Explain sustainability Chain of Custody Diamond Search Introduce Kiva as Our Cause Style Gallery FAQs Integration of social media sharing Sign up for e-news & announcements keep brand fresh in buyers mind. 7

8 Assets - Lifestyle Images LIFESTYLE IMAGERY Women are involved in 85% of all purchasing decisions. NEW DAWN DIAMONDS are Diamonds for the Modern Woman. Tell the New Dawn story with these lifestyle images. Available in high resolution or web optimized formats. 8

9 Assets - Product Gallery JEWELRY COLLECTION NEW DAWN DIAMONDS has a full range of bridal styles available for your stores and your consumers. These product images will help you engage with your consumers. Available in high resolution or web optimized formats and multiple angles perspectives.. LCR LCR LCR LCR LCR LCR LCR LCR LCR LCR LCR LCR

10 SAMPLE PPC ADS: Profitable ads ran in December t Online Advertising PPC Pay-Per-Click 2017 Results Drove 5,000 clicks to retailer websites Retailer ad impressions just under 400,000 times Demographics of visitors for PPC campaign: 18-24: 8.4% 45-54: 19.4% 25-34: 25.4% 55-64: 19.2% 35-44: 15.5% 65+: 12.1% Male: 29.1% Female: 70.9% 10

11 t Tools for Retailers TEACHING TOOLS NEW DAWN DIAMONDS will provide customized training for your sales associates via web meetings and presentation, follow-up and incentives. WEB MEETING SAMPLE 11

12 t Point-of-Sale POS diamonds for the modern woman lab grown DIAMONDS FOR THE MODERN WOMAN INCASE DISPLAY 4 X 4 t a u t h o r i z e d reta i l pa rt n e r What Makes NEW DAWN DIAMONDS Special? WINDOW DECAL t NEW DAWN DIAMONDS tracks the complete chain of custody for all our diamonds from creation, through the cutting & polishing process, directly to your favorite retailer. INCASE DISPLAY 3 X 3 100% IDENTICAL TO MINED DIAMONDS FULLY GUARANTEED LABORATORY CERTIFIED ENVIRONMENTALLY FRIENDLY 12

13 COUNTER DISPLAY t t Point-of-Sale POS I Am The Modern Woman I Am The Modern Woman introducing LAB GROWN DIAMONDS diamonds for the modern woman #NewDawnDiamonds introducing LAB GROWN DIAMONDS diamonds for the modern woman POSTER #NewDawnDiamonds 13

14 t Point-of-Sale POS New Dawn will provide your stores with branded packaging, inserts and in counter displays to differentiate your NEW DAWN DIAMOND selection and presentation. I Am The Modern Woman t DISPLAY PROTOTYPE introducing LAB GROWN DIAMONDS diamonds for the modern woman SAMPLE PACKAGING POSTER & COUNTER DISPLAY t #NewDawnDiamonds 14

15 TRI-FOLD HANDOUT t Point-of-Sale POS THE MODERN WOMAN LIVES IN THE NOW She experiences life with family and friends. She makes her own choices. She embraces tradition and creates new ones. She seeks out what is real and meaningful. She cares about the world around her. She is true to herself and her beliefs. She is the future. She is the New Dawn. I Am The Modern Woman What makes my NEW DAWN lab grown diamond so special? man-made lab grown DIAMONDS FOR THE MODERN WOMAN I Am The Modern Woman Your NEW DAWN DIAMONDS are Environmentally friendly and sustainable Conflict-free, socially responsible Identical in look and feel to mined diamonds Certified and graded by international gemological laboratories Purchased by you from your favorite fine jewelry retailer t t t t t NEW DAWN DIAMONDS is a leader in this new technology and is committed to bringing to diamond lovers like you lab grown diamonds that are beautiful, sustainable and cause no harm to Mother Earth. lab grown DIAMONDS FOR THE MODERN WOMAN Diamonds for NEW DAWN lab grown diamonds are grown in a select few highly-advanced laboratories with the most current eco-friendly technology available, use a minimal amount of energy and have almost no emissions or pollutant by-product. Being socially responsible, our well-trained technicians work in a clean, safe and comfortable laboratory environment. The Modern Woman t When the science of lab grown diamonds was first discovered, the team at NEW DAWN DIAMONDS saw an opportunity to combine the love represented by the brilliance of diamonds with a desire to reduce our mining ecological footprint and help save Mother Earth. GIFT BOX INSERT #NewDawnDiamonds t West 135th Street, Overland Park, KS #NewDawnDiamonds M. Geller

16 t Online LANDING PAGE The New Dawn landing pages are designed to be the ND digital footprint on your website. Consumers will get here via SEO, PPC, The New Dawn Retailer Locator and Social Media campaigns. The landing page will have 3 steps: 1. ND info landing page with lifestyle images and call-to-action button to visit the ND Style Gallery or Collection 2. The ND Style Gallery Page with call-to-action button to contact your store for more information about any specific style 3. Your store contact page that can direct leads so the appropriate store and contact person LANDING PAGE Place on retailer website. Diamonds for the Modern Woman New Dawn Diamonds NEW DAWN STYLE GALLERY 16

17 Online LANDING PAGE You are now an Authorized Retailer of New Dawn Lab Grown Diamonds. To learn more about our exciting, new jewelry styles set with New Dawn Lab Grown Diamonds Click Here (link to ND Style Gallery). t Diamonds for the Modern Woman New Dawn Diamonds NEW DAWN STYLE GALLERY TO LEARN MORE about our exciting, new jewelry styles set with New Dawn Lab Grown Diamonds Click Here (link to ND Style Gallery). Giving the gift of diamonds and adorning oneself in jewelry are traditions that date back thousands of years. Today, even as technology evolves, each one of us still loves the thrill we get when we first put on a gift of diamond jewelry. Giving the gift of diamonds and adorning oneself in jewelry are traditions that date back thousands of years. Today, even as technology evolves, each one of us still loves the thrill we get when we first put on a gift of diamond jewelry. Diamonds symbolize the eternal nature of our love. When the science of lab grown diamonds was first discovered, the team at NEW DAWN DIAMONDS combined the love represented by the brilliance and fire of diamonds with a desire to reduce our ecological footprint. New Dawn Diamonds feels strongly this is our chance to introduce this amazing new diamond to the world and help heal the planet at the same time. Not one shovelful of earth is moved to create New Dawn Diamonds, yet their beauty and brilliance will symbolize your love forever. New Dawn Diamonds has selected Kiva as our non-profit partner and we will be supporting and empowering women throughout the world with our annual contribution and micro lending. New Dawn Diamonds tracks the complete chain of custody for all our diamonds from creation, through the cutting & polishing process, to your stores and your consumers. New Dawn Diamonds are lab grown diamonds that are exactly the same as mined diamonds, except for their origin. New Dawn Diamonds are lab grown diamonds that are exactly the same as mined diamonds, except for their origin. Your New Dawn Diamond is Fully Guaranteed to last a lifetime and beyond. And every New Dawn Diamond is certified by internationally recognized gemological laboratories. 17

18 t Online STYLE GALLERY The ND Style Gallery Page, framed to match your website, with call-to-action button to contact your store for more information about any specific style. STYLE GALLERY 18

19 t Online E-BLASTS Customize these Eblast sample text and images into your store templates for successful lead gen with your in-house lists. Utilize a range of New Dawn lifestyle and product images to support New Dawn introductions to your existing consumers via E-Blast Content Version 1 Subject Line: Lab Grown Diamonds for the Modern Woman E-Blast Content Version 2 Subject Line: The Modern Woman Wants Lab Grown Diamonds E-Blast Content Version 3 Subject Line: I Am The Modern Woman I Want Lab Grown Diamonds Body Text: I am THE Modern Woman. I live and love like none before me. Until now no diamond could match the fire in my heart. Now there is a New Dawn. Lab Grown Diamonds- exactly the same as mined diamonds except for their origin. Not one shovelful of earth is moved to create New Dawn Diamonds, yet their beauty and brilliance will symbolize my love forever. Body Text: I am THE Modern Woman. When it comes to diamonds, I know what I want. Today is a New Dawn. Lab Grown Diamonds- exactly the same as mined diamonds except for their origin. Not one shovelful of earth is moved to create New Dawn Diamonds, yet their beauty and brilliance will symbolize my love forever. Body Text: I am THE Modern Woman. Diamonds are eternal. But the earth is not. Now there is a New Dawn. Lab Grown Diamonds- exactly the same as mined diamonds except for their origin. Not one shovelful of earth is moved to create New Dawn Diamonds, yet their beauty and brilliance will symbolize my love forever. New Dawn Lab Grown Diamonds are only available at authorized retailers including...(retailer logo and url) Learn more about New Dawn Lab Grown Diamonds at NewDawnDiamonds.com END New Dawn Lab Grown Diamonds are only available at authorized retailers including...(retailer logo and url) Learn more about New Dawn Lab Grown Diamonds at NewDawnDiamonds.com END New Dawn Lab Grown Diamonds are only available at authorized retailers including...(retailer logo and url) Learn more about New Dawn Lab Grown Diamonds at NewDawnDiamonds.com END E-BLAST SAMPLES 19

20 Online #NewDawnDiamonds SOCIAL MEDIA POSTS Create consumer engagement with a specified Call-to-Action. Instagram Facebook NEW DAWN DIAMONDS At New Dawn Diamonds, we are Diamond studs for the Modern My love will last forever. brings you the opportunity to helping to renew Mother Earth. Woman. Is This New Dawn for New Dawn Diamonds are for combine your love for diamonds with the desire to reduce our ecological footprint and help save Mother Earth. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds Lab Grown Diamonds, exactly the same as mined diamonds, except for their origin. Introducing New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds Diamonds for the Modern Woman. New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #modernengagement Classic luxury. Eternal love. Diamonds for the Modern Woman, New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #sparkle #engagementrings #modernengagementring #modernengagement You? Yes, in so many important ways- - Environmentally friendly and sustainable. Conflict free and socially responsible. New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #sparkle #diamondstuds Hello halo! New Dawn Diamonds are environmentally friendly and sustainable. New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #sparkle #engagementrings #modernengagementring #modernengagement you to place in your engagement ring or other fine jewelry with the confidence that you are not stressing the earth, or supporting conflicts. Your New Dawn Lab Grown Diamond will be the most beautiful diamond in your world! New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #sparkle #engagementrings #modernengagementring #modernengagement #diamondhalo #diamondsolitaire Not one shovelful of earth is moved to create New Dawn Diamonds, yet their beauty and brilliance will symbolize your love forever. New Dawn Lab Grown Diamonds set in recycled gold. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #sparkle #engagementrings #modernengagementring #modernengagement Mined diamonds take billions of years to create, deep below the earth s surface. lab grown diamonds, exactly the same as mined diamonds, except for their origin. Diamonds for the Modern Woman, New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #diamondhalo Many diamond shoppers like to find the perfect New Dawn Lab Grown Diamond and then choose the most beautiful ring, pendant or earring mounting to have it set. Finding the jewelry style that you fall in love with is part of the fun! Your New Dawn Diamond will be the most beautiful diamond in your world! New Dawn Lab Grown Diamonds. #newdawndiamonds #diamondsareagirlsbestfriend #labgrowndiamonds #manmadediamonds #sparkle #engagementrings #modernengagementring INSTAGRAM SAMPLE POSTS t #modernengagement #diamondhalo 20

21 FACEBOOK SAMPLE POSTS t Online #NewDawnDiamonds SOCIAL MEDIA POSTS Create consumer engagement with a specified Call-to-Action. Facebook Instagram Consumer Marketing Component: Facebook Boosted Post One Image Consumer Marketing Component: Facebook Boosted Post TWO Image Consumer Marketing Component: Facebook Boosted Post THREE Image Post Text Giving the gift of diamonds and adorning oneself in jewelry are traditions that date back thousands of years. And today, even as technology evolves, each one of us still loves the thrill we get when we first put on a gift of diamond jewelry. Diamonds have come to symbolize the eternal nature of our love. New Dawn Diamonds are lab grown diamonds that are exactly the same as mined diamonds, except for their origin. Today not one shovelful of earth is moved to create New Dawn Diamonds, yet their beauty and brilliance will symbolize your love forever. New Dawn Lab Grown Diamonds are now available at STORE NAME (Facebook page name) and we feel strongly this is our chance to introduce this amazing new diamond to the world and contribute to healing the planet at the same time. Action Button Add Facebook Call to Action Button for Buy Now, Sign up or Learn More END Post Text Haven't heard of or seen lab grown diamonds? Come into (STORE NAME- Facebook Page ID) and be prepared to be amazed! We are literally selling twice as many lab grown diamonds as mined stones, and for all the right reasons. They are sustainable, environmentally friendly and less expensive than their out-of-the-ground counterparts! But, best of all, no one can tell that they came out of a laboratory! We have a great selection of sizes, clarity and colors. We invite you to come see for yourselves! Action Button Add Facebook Call to Action Button for Buy Now, Sign up or Learn More END Post Text At (STORE NAME- w Facebook Page ID) we re thrilled to be one of the first Authorized Retailers in the country to carry New Dawn Lab Grown Diamonds. New Dawn Diamonds are lab grown diamonds that are exactly the same as mined diamonds, except for their origin- and the lower price! Contact the store today to schedule your viewing of this incredible new diamond (Phone Number, Web URL) Action Button Add Facebook Call to Action Button for Buy Now, Sign up or Learn More END 21

22 Contacts CONTACTS Louis Price M. Geller Zach Grosser M. Geller Rachel Akmakjian M. Geller #NewDawnDiamonds M Geller