The Cloakroom does tailoring and client experience exceptionally well, but it tells its story poorly. This is because the quality and frequency of storytelling are not good enough. We intend to solve this.
Our Strategy
New Website
The current website designs and layouts are not reflective of The Cloakroom (for both the AU and CA sites). Moreover, there is a lack of cohesion between each of The Cloakroom’s three locations and websites, and the fact that The Cloakroom has a global presence is not communicated well. A new website will be critical to addressing this.
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Currently, The Cloakroom has three websites - none of which are linked. We should create a new structure that presents a global landing page, from which users can click through to the location that is most relevant to them.
The structure would be:
- Global site/landing page (.co domain)
- AU site (.com.au domain)
- CA site (.ca domain)
- JP site (.jp domain)
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Currently, there is no visual cohesion between any of The Cloakroom’s websites. This weakens the brand and identity, and comprises the ability to tell a powerful story. It also creates great confusion in the mind of the user. To rectify this, each site (global, AU and CA) should be aesthetically similar (if not identical) in layout. They would differ in some small areas (like visual content, wording etc.), but should adopt the exact same theme, colours, proportions and design principles.
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The new design will also leverage newer, more powerful features that assist in storytelling, visual merchandising and marketing. These features will help tell the story in a dynamic and engaging way.
Content Strategy
The content strategy provides a high-level framework for what The Cloakroom talks about and when to talk about it. Because there are different stores in different locations, each with different seasons and customers with different desires, we will run two concurrent content strategies (one for AU and one for CA). Sometimes, they will overlap and the messaging/visuals/tone of voice will be cohesive.
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Different seasons necessitate different content. We will create a season-specific content plan for each location so as to deepen relevance, impact and engagement with users in each location. This plan will be structured and planned in advance - taking into account important dates, periods and events for each location.
It is important to note that not all content for each season will be season-specific - there will be some content that is season-agnostic, however, this will all be positioned within the seasonal content plan.
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Seasonal stories need seasonal imagery. We will provide photography briefs and concepts, and work with each location to fulfil the visual needs of the content plan. There will be 2 types of content - that which is produced by a professional photographer, and that which is produced by an iPhone/in store camera.
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What makes The Cloakroom unique, special and more compelling than its competitors has a lot to do with the people behind the brand. We want to inject a level of ‘personality’ into the content - humanising the brand and forging deeper, more visceral connections with the audience. There will be a particular focus on the people who are apart of the business. This ‘human’ element will be integral to the content plan and photography.
Marketing
The premise of our marketing plan is to ensure frequent touch points with the audience - both existing and new. Showing different dimensions of The Cloakroom and articulating the story in an engaging way means the audience will be activated more frequently and their understanding of and affinity for The Cloakroom will be enhanced.
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Instagram Posts/Reels | 3-4 per week
Instagram stories | 3-6 per week
Comment replies | daily
Message replies | daily
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Facebook posts/videos | 3-4 per week
Comment replies | daily
Message replies | daily
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Email marketing | 4 per month*
*2 per location, per month
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Blog/SEO content | 2 per month*
*1 per month, per location
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The success of paid ads is contingent on creating compelling copy and visuals and directing traffic to a conversation-optimised landing page. We will work with Ahmad to fulfil content and landing page needs - creating a landing page template and framework for him to work within.
Scope of Work
Website Development
Shopify build (3 sites total)
Klaviyo/Mailchimp integration
Landing page templates for Ahmad
Optimised for multiple screen sizes
Content
Content strategy
Blog content
SEO copywriting
Email templates
Email content
Graphic design work
Instagram reels videos
Instagram stories
Website content
Liaising with photographers
Marketing
Instagram management
Facebook management
Comment replies
Message replies
Email marketing
Paid Ads
Integrating with Ahmad
Creating content for paid ads
Social Media Management
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Social Media Management
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Social Media Management - Social Media Management -
Content Creation
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Content Creation
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Content Creation
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Content Creation - Content Creation - Content Creation -
Website Development
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Website Development
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Website Development
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Website Development - Website Development - Website Development -
Proposal
$1000 per week
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Minimum 12 month contract.
This price is exclusive of GST.
Payment terms are weekly.
Payments made via automated direct debit.
We would also need to ensure sufficient budget to conduct 2 photoshoots per year, per location. These are integral to the success of the strategy.