Gibson's Cleaners: Website Refresh

As a service based company we have a primary focus on being efficient, responsive, and forward-thinking. We are in the process of rolling out a new strategic plan with a specific focus on growing and enhancing our pick-up and delivery route business and capitalizing on B2B sales opportunities. In order to achieve these goals, we need to enhance our digital presence through refreshing our website: gibsonscleaners.com. This includes making it more relevant to our target customers and creating an engaging and user friendly “sign-up” registration portal for our pick up and delivery service. Steps to Ensure Success: Discovery meeting/deep dive to understand company’s goals and needs Website audit: assess current website (responsiveness, copy, usability, optimization, plug-ins, hosting, etc.) Stakeholder interviews – conduct interviews with existing customers, individuals from key target markets, and current employees Design thinking analysis to better understand how users will interact with the site Outcome: Re-designed/refreshed company website Ability to access back-end in a user friendly manner Content is displayed in an engaging and attractive way Landing page or specific micro-site for B2B customers Website optimization – Recommendations on how to optimize in search What Success Will Look Like: At the end of the project, our company will be looking for a refreshed website which is engaging and clearly communicates our core capabilities. The website should include a simple and quick way to sign up for our pick-up and delivery service (splash page, etc.) as well as a specific page or micro-site for B2B sales. Additionally, we expect the students to provide a tutorial of how to access the website’s backend so we are able to update it in the future.

Competitive Market Analysis for Gibson's Dry Cleaners Company Ltd.

As a service based B2C company we have a primary focus on being efficient, responsive, and forward-thinking. Making life easier for our customers is at the forefront of everything we do and is the reason why we’ve decided to put our focus on growing and enhancing our pick-up and delivery route business. However, similar to the majority of businesses, we are one of many in a competitive space. We need to have a deeper understanding of how our competitors are appealing to potential customers through pick-up and delivery options and how our business is positioned in relation to these competitors. With the help of a student group we would like to better understand our existing customer needs and pain points in relation to our services and how we can improve to attract customers from our competitors and keep our existing customers engaged. In order to be successful this evaluation should include: Identification of key competitors : Identify competitors' offerings, with a specific focus on pick-up and delivery, and how these services appeal to customers Review and Analysis of External company communications: Websites, Social Media Pages and Accounts, Marketing Materials Review and Analysis of Internal company communications: Website, Mobile App, Facebook Page, Coupons and Email Marketing Materials Audience/Customer Analysis: Identify who marketing materials currently address and how Gibson's should be tailoring content for different target customer groups Audit and Analysis: Understand how Gibson's uses consumer concepts throughout the customer journey for pick-up and delivery customers with specific focus on demographics, mood, emotion, attitudes, and habit formation At the end of the project, our company will be looking for a holistic report which includes the completed analysis and research and recommendations on how Gibson's can gain a competitive advantage to attract target customers away from existing competition and towards signing up for our pick-up and delivery service. These recommendations should be specific to different target customer types (i.e. millennial, baby boomer, etc.)

Mobile Marketing Analysis and Audit for Gibson's Cleaners Company Ltd.

As a service based B2C company we have a primary focus on being efficient, responsive, and forward-thinking. Our customer is at the forefront of everything we do, especially when it comes to thinking about our website, mobile-site, and mobile application. We need to ensure these platforms are user-friendly, engaging, and informative. This is especially paramount when it comes to successful customer acquisition and attracting new and existing customers to sign up for our pick-up and delivery business. With the help of a student group we would like to better understand the current mobile landscape in our industry and how our current mobile presence compares to our competitors. We need an audit of our existing mobile site and mobile application. This audit should expose existing customer pain points and highlight areas of opportunity to convert customers. In order to be successful this evaluation should include: Category and industry analysis of how mobile and location-based marketing are being used in our industry Review and audit of our current mobile ecosystem including our mobile site and mobile application SWOT Analysis of our company Recommended target market and personas based on research, audit, and analysis Analysis of how our organization is currently meeting “micro-moments” on the customer journey – specifically related to our pick-up and delivery business At the end of the project, our company will be looking for a holistic report including all completed analysis and research and three actionable ideas on how to strengthen our mobile marketing position to attract our target customer and increase conversion for our pick-up and delivery business.